Food and beverage group PepsiCo has signed a five-year extension, from 2018-19 to 2022-23, to its North American partnership with the National Hockey League.
Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.
The National Hockey League (NHL) said it was “pleased” with the jersey agreement it secured with technology company SAP for the World Cup of Hockey, despite failing to hit its initial asking price.
The Lagardère Sports and Entertainment agency is facing a number of major challenges in the deal agreed this month to sell sponsorship rights in Europe for ice hockey’s World Cup of Hockey.
Payment services brand MasterCard became the first international payment company to sponsor the Kontinental Hockey League in December having emerged from a damaging period of western sanctions in early 2015.
Tyre manufacturer Bridgestone this month increased its commitment to the title sponsorship of the National Hockey League’s Winter Classic as the event continues to grow in profile and scope.
Payment services brand Barclaycard will replace the German arm of the telecommunications brand O2 as the naming rights partner to the Hamburg Arena at the start of July.
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.
Action camera maker GoPro last month signed a half-season official partner deal with the National Hockey League (NHL) as it looks to make major strides in sport.
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.
Global brand awareness and active customer engagement are the drivers behind Czech car manufacturer Škoda’s sponsorship programme.
The Champions Hockey League, the European continental club ice hockey competition, has surpassed its €2.5m ($3.4m) sponsorship revenue target for its inaugural 2014-15 season, with five spaces to sell.
Stock market-listed online gaming company Bwin.party deals last month with two sports teams linked to the newly-regulated New Jersey online gaming market in the US are focused on digital rights in line with the company’s increasingly cost-conscious approach to sponsorship.