American Football
Raiders lose potential $30m commercial partnership due to Covid-19
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…
Young Luxury – Genesis & the NFL
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.
NFL expands sponsorship portfolio with Invisalign tie
Align Technology builds sports sponsorship ties with league-level deal
NFL adds Subway as sponsor in multiyear deal
Sandwich chain fills league's QSR, fast-casual categories
Eagles reunite with Pepsi after eight-year absence
NFL team ends ties with Pepsi archrival Coca-Cola
Edmonton CFL team officially drops Eskimos nickname
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
Raiders strike sponsorship deal with Shift4 Payments
Agreement continues recent run of dealmaking for NFL team in new home
New Era calls time on Buffalo Bills naming-rights deal
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.
Fanatics strikes retail partnership with Carolina Panthers, MLS Charlotte
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)
Tampa Bay Buccaneers add Mighty Swell to sponsorship portfolio
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
Denver Broncos bring in BetMGM as latest sports betting partner
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
Super Bowl LIII Experiential – Hyundai & the NFL
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.
Las Vegas Raiders seal wide-ranging partnership with Molson Coors
The National Football League's Las Vegas Raiders have signed a wide-ranging partnership with leading international brewing company Molson Coors.
NFL teams to tarp off lower rows of seats, sell the space
Move designed to be both safety enhancement and new revenue driver
Home is What Unites Us – Lowes & the NFL
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.
Denver Broncos deal helps Betfred build presence in Colorado
National Football League franchise Denver Broncos has signed up gambling firm Betfred USA Sports as a new sponsor
Boo the Commish – Budweiser & the NFL
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.
LA Rams partner with local streetwear brand BornxRaised
The National Football League's Los Angeles Rams have partnered with LA-based apparel company BornxRaised to create a streetwear-inspired clothing collection.