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A sports sponsorship needs to align with the sponsor brand's wider marketing and business strategies and directly drive business. It’s a line you hear from brand representatives at almost every sport business conference

Have we got your attention? That was the question burning across presentations on the first day of the Leaders Sport Business Summit in New York City and on the minds of an industry anxious about last year’s broadcast ratings.

App-based taxi network Uber is consolidating its presence in sport by moving from single season to multi-year sponsorship deals with major US sports franchises and planning new deals with European sports partners.

Luxury carmaker Porsche has signed its first major team deal in the US, with another planned, to reinvigorate slowing growth after six years of strong North American sales.

Brewing giant AB InBev, the biggest sponsor in world sport, wants to correct the escalating market in beer sector rights fees and will no longer ‘play ball’ with rights-holders who refuse to provide the…

Apparel company New Era is using its sponsorship of Euroleague Basketball to help its goal of becoming the number one headwear brand in the world.

The National Football League has long been the dominant sports organisation in North America and our research into the top five deals of the five major US leagues confirms its position at the top of the sponsorship tree.

US insurance company Allstate is using college football as the main platform to communicate its key messages.

"Coverage of the deal announcement plays an immediate role in activation. The deal itself can be enough

Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.

Rights-holders looking to partner with sports social media platform Sportlobster must first understand the brand’s offering and integrate with it, the brand told Sports Sponsorship Insider.

US-based airline United’s title sponsorship deal for the New York Half Marathon is part of a strategy centred on transport hubs, Mark Krolick, managing director of marketing and product development for United, told Sports Sponsorship Insider.

Financial services company Capital One has signed a deal to be the title sponsor of season-ending US college American football game, the Orange Bowl, part of the new College Football Playoff (CFP).

US-based online brokerage TD Ameritrade invests heavily in advertising and sponsorship programmes designed to bring greater brand recognition to its services

US-based online brokerage TD Ameritrade has become an Official Sponsor of the National Football League (NFL) in the category of personal investing, online brokerage and wealth management.

Raising global brand awareness and technology showcasing is key to Swiss luxury watchmaker Hublot’s sponsorship strategy.

Motor oil company Castrol is paying a higher fee per year for its renewed deal with the National Football League (NFL) after rights to activate the partnership in Mexico and run a fantasy football competition were added to the new contract.

The National Football League’s International Series generated a 35 per cent increase in sponsorship income in 2013 compared to 2012, Marc Reeves, the league’s international commercial director, told Sports Sponsorship Insider this month.

It’s amazing what $10m will and won’t get you these days. T