The NFL has ushered in the new year by announcing that Caesars Entertainment will be its inaugural Official Casino Partner in a deal worth a reported $30m (€26m) a year.
Tyre manufacturer Goodyear has renewed its title sponsorship of the annual Cotton Bowl Classic college American football game
Eat Rite Foods, a healthy foods producer, has been revealed as a new partner of the ownership group behind the Buffalo Bills NFL American football franchise and Buffalo Sabres NHL ice hockey team
Personal finance company SoFi has signed on as the new title sponsor of college American football game the Hawai‘i Bowl.
Retail gas brand 76 has extended its role as the presenting sponsor of the Pac-12 college sport conference’s American football championship game.
The Dunkin' quick service restaurants brand, the Official Coffee of the New York Giants, has signed a one-year promotional partnership with the NFL club’s running back Saquon Barkley.
Video game platform PlayStation will return as title sponsor of the Fiesta Bowl, one of the annual College Football Playoff games, as part of a multi-year agreement with broadcast network ESPN
The Seattle Seahawks NFL franchise has signed a new Official Partner deal with Snoqualmie Casino
The new Alliance of American Football competition has signed a multi-year partnership with sports equipment manufacturer Riddell Sports Group