American Football

The National Football League's Las Vegas Raiders have missed out on a potential 10-year, $30m commercial partnership with the Southern Nevada Water Authority due to the financial impact of the global Covid-19…

To drive awareness of the brand and promote its new GV80 SUV, premium auto maker Genesis activated at Super Bowl 2020 with a campaign starring John Legend and Chrissy Teigen.

Align Technology builds sports sponsorship ties with league-level deal

Sandwich chain fills league's QSR, fast-casual categories

NFL team ends ties with Pepsi archrival Coca-Cola

The Edmonton-based Canadian Football League team will officially no longer be called the Eskimos following a review of the moniker, the franchise has confirmed

Agreement continues recent run of dealmaking for NFL team in new home

Global sports headware and clothing apparel firm New Era Cap Company has asked the Buffalo Bills to be released from its naming-rights agreement with the National Football League team.

Global licensed sports merchandise manufacturer and retailer Fanatics has signed a long-term deal to become the official omnichannel retail partner of Tepper Sports & Entertainment (TSE)

The National Football League's Tampa Bay Buccaneers have signed up hard seltzer brand Mighty Swell as a team sponsor. The deal will run across the 2020 NFL season

The National Football League's Denver Broncos have brought in US online gaming operator BetMGM as their latest sports betting partner in a multiyear deal

In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.

The National Football League's Las Vegas Raiders have signed a wide-ranging partnership with leading international brewing company Molson Coors.

Move designed to be both safety enhancement and new revenue driver

Lowe’s – NFL home improvement partner and presenting sponsors of the ESPN and NFL Network telecasts – activated around the 2020 Draft with a campaign that adapted to Covid-19 by talking about the importance of the home.

National Football League franchise Denver Broncos has signed up gambling firm Betfred USA Sports as a new sponsor

Fans booing the Commissioner is an NFL Draft tradition, so when the 2020 draft was forced online by Covid-19, NFL official beer Bud Light collected boos online and amplified them socially.