American Football
Nike tops ‘Most Valuable Retail Brands’ rankings for second year
US sports brand Nike has been named as the most valuable apparel brand for the second consecutive year by the BrandZ Top 75 Most Valuable Retail Brands report
Eagles sign $170m naming-rights extension with Lincoln Financial Group
American football team the Philadelphia Eagles have signed an extended stadium naming-rights agreement with Lincoln Financial Group, which runs until 2032 and is worth $170m (€152m).
Lycamobile steps up to top-tier status with Jacksonville Jaguars
Mobile virtual network operator Lycamobile has stepped up its association with the Jacksonville Jaguars by becoming a top-tier partner of the NFL American football team
Washington Redskins ink 10-year retail partnership with Fanatics
NFL franchise the Washington Redskins has signed a 10-year partnership with online US retail brand Fanatics.
Under the deal, Fanatics will lead all retail and online store operations for the Redskins
Verizon links up with NFL in 5G innovation partnership
US telco Verizon has signed a new 5G partnership with the National Football League.
Under the two-year deal, Verizon will become the Official 5G Innovation Partner of the NFL
Nike extends BYU relationship to 2026
Nike has extended its partnership with Brigham Young University (BYU) athletic programme through the end of the 2025-2026 school year
Cox Communications partners with Raiders for Las Vegas Stadium
The Oakland Raiders may be struggling to find a home for the 2019 season but the NFL team are moving forward with commercial partnerships for their new stadium in Las Vegas
PPG teams up with Raiders for Vegas move
Paints, coatings and specialty materials provider PPG has agreed a multi-year corporate marketing partnership with NFL American football franchise the Oakland Raiders
BC Place gets green light for Naming Rights sale
Naming rights to Vancouver’s BC Place Stadium, home to Major League Soccer club the Vancouver Whitecaps, will go on the market this year.
Humour to drive Super Bowl ad success, says creative director
Advertisers at this year’s Super Bowl will focus on humour, music and pure entertainment, an advertising creative with skin in the game has told SportBusiness Sponsorship.
NFL sponsorship spend reaches $139bn – report
Sponsorship spending on the National Football League and its 32 teams reached $1.39bn (€1.2bn) in the 2018-2019 season, according to a new sport industry report.
Visa renews with NFL, takes endemic role with major events
Payment services brand Visa has renewed its Official Payment Services Technology Partner deal with the National Football League through the 2025 season
Rams promote LA Stadium rights before Super Bowl
The LA Rams NFL franchise is using its run to this year’s Super Bowl to market the Naming Rights to the team’s $5bn (€4.4bn) new stadium, currently under construction in Hollywood Park, Los Angeles.
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Nike’s next up for MLB kit supplier role
Nike has signed a 10-year global partnership with Major League Baseball, taking over the deal originally awarded to rival Under Armour in 2016 for the same period.
Lowe’s secures NFL sponsorship deal ahead of Super Bowl LIII
Ahead of Super Bowl LIII, Lowe's has signed a multi-year deal to become the NFL's official home-improvement retail sponsor – a category that had been vacant since Home Depot ended its partnership a d…
Hancock Whitney Bank to name South Alabama Jaguars stadium
The University of South Alabama’s new American football stadium will be named the Hancock Whitney Stadium, after a 10-year deal was agreed with the Mississippi-based bank.
Hyundai to bow out of NFL partnership after Super Bowl
South Korean carmaker Hyundai will terminate its Official Automotive Partner deal with the NFL after the Super Bowl, according to Hyundai Motor America chief marketing officer Dean Evans
Western Union to aid international business for NFL’s Jaguars
NFL American football franchise the Jacksonville Jaguars has signed its latest UK-focused partnership with financial services company Western Union