Sponsorship News

Fresh information is crucial to your decision-making and priority setting. Count on us for the latest industry news to stay current on brands and rightsholders—their new partnerships, platforms, activations, renewals and more.

In addition to keeping you updated with breaking news, our cumulative news database gives you a searchable resource of sponsorship activity for quick research into brands or properties.


How Mercury Insurance Uses Sponsorship As A Barometer Of Success
Auto insurer uses sports and music to generate leads, including a soon-to-be-announced partnership with the Tampa Bay Lightning More (subscription or free trial required)


Lidl Takes The Lid Off New Sponsorships
German supermarket chain sponsors Taste of Charlotte to promote U.S. launch with additional deals expected to follow More (subscription or free trial required)


Sponsorship Spending On Music To Total $1.54 Billion In 2017
Anheuser-Busch extends status as the most active sponsor of music, while Uber replaces PepsiCo in the number two slot More (subscription or free trial required)


Activation Rundown: 2017 Verizon WNBA All-Star Game
Branded experiences, consumer promotions and other activations around the best of the best competition More (subscription or free trial required)


Alex Bowman To Drive No. 88 Nationwide Chevrolet For Nascar Champions Hendrick Motorsports In 2018
CONCORD, N.C. – One year after his impressive debut with Hendrick Motorsports, the team has named Alex Bowman full-time driver of the No. 88 Chevrolet in the NASCAR Cup Series with a 19-race majority sponsorship from Nationwide beginning in 2018. More


AT&T Renews Sponsorship of MLS, US Soccer & Mexican National Team US Tour
NEW YORK – Soccer United Marketing, Major League Soccer’s commercial arm, today announced a multi-property sponsorship extension with AT&T. More


Juventus Team Up With Cygames
A three-year sponsorship agreement is signed with the Japanese company, whose logo will appear on the back of Bianconeri kits from the 2017/18 season. More


Jim Beam Bourbon Unveiled as Presenting Sponsor of the Urban Bourbon Half Marathon
LOUISVILLE, Ky. – Jim Beam, the world’s number one selling bourbon, has signed on as presenting sponsor of the Urban Bourbon Half Marathon that will be held on Oct. 21. More


Poker Central And JetSmarter Take Off With World Series Of Poker Partnership
LAS VEGAS – Poker Central and JetSmarter signed a sponsorship deal for the World Series of Poker, which continues through July with the WSOP Main Event at the Rio All-Suite Hotel and Casino Las Vegas. More


Farmers Insurance Tees Up New Marketing Campaign
Insurer leverages Rickie Fowler, Butch Harmon and Golf Digest to drive home the importance of a trusted advisor More (subscription or free trial required)

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