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.


AEG Doubles Down On Video Production With Launch Of Branded Content Division, AEG Studios
LOS ANGELES – AEG, the world’s leading sports and live entertainment company, is launching AEG Studios, an in-house branded content division. More


Camping World Is New Title Sponsor For Orlando Bowl
ORLANDO – Camping World, the nation’s top retailer of RVs, RV accessories, and RV-related services, has reached an agreement with Florida Citrus Sports (FCSports) to present the Camping World Bowl in Orlando, Fla. More


QBE Insurance To Title The Shootout
NAPLES, Fla. — QBE, one of the largest insurers and reinsurers worldwide, and tournament host Greg Norman, announced today an agreement in which QBE will become the title sponsor of Southwest Florida’s annual PGA TOUR Challenge Season stop, now titled the QBE Shootout.  More


White Castle Becomes Official Sponsor of USA Luge
COLUMBUS, Ohio – The nation’s two foremost slider experts, White Castle and USA Luge, announced a two-year partnership Tuesday, making White Castle the first and only fast food organization in the United States to become an official partner of USA Luge and title sponsor of the off-season recruitment program, the White Castle USA Luge Slider Search. More


Decision-Maker View: What To Do When Selling Sponsorship
Executives from Alaska Airlines, MillerCoors and PNC Financial share tips on what to do—and what not to do—when selling sponsorship More (subscription or free trial required)


How McLaren F1 Uses Digital Content To Engage Fans
Seven tips on how the Formula 1 team has maximized its digital and social media content strategy More (subscription or free trial required)


Inside Wimbledon’s Social Media Strategy
How the world’s oldest tennis tournament has aced social media—and how other properties can do the same More (subscription or free trial required)


Bar Harbor Foods, Sea Watch International to Sponsor NASCAR Camping World Truck Series Race at Dover on June 2
DOVER, Del. – Dover International Speedway and Sea Watch International, ltd. have reached an agreement for Bar Harbor Foods to serve as the entitlement sponsor for the NASCAR Camping World Truck Series race on Friday, June 2, track and Sea Watch officials announced today. More


Michelob ULTRA and World Surf League Announce Official Partnership
NEW YORK – Michelob ULTRA, the superior light beer, announced today that it has become the Official Beer Sponsor of the World Surf League (WSL) in the U.S. More


Dell EMC Announces First-Ever NASCAR Sponsorship; Helps JTG Daugherty Racing Transform Digitally
DALLAS – Today, Dell EMC announces that, for the first time ever, the company is sponsoring a NASCAR team, JTG Daugherty Racing. Through this partnership, Dell EMC is working with JTG Daugherty Racing to help provide a competitive edge through the implementation of technology within the racecar, on the track and at the shop. More

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