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.


Inside U.S. Bank’s New Sponsorship Strategy
U.S. Bank rolls out new sponsorship strategy, with a focus on leveraging local deals in support of national marketing initiatives More (subscription or free trial required)


LA Galaxy Names Universal Studios Hollywood As Exclusive Theme Park Partner Of The Club And Home Stadium StubHub Center
LOS ANGELES – StubHub Center and the LA Galaxy partner with Universal Studios Hollywood in a multi-year deal that taps the destination as the first-ever theme park partner of the multi-use sports complex in Carson, California, and the five-time MLS Cup Champions, the LA Galaxy. AEG Global Partnerships structured the agreement, which makes Universal Studios Hollywood a Founding Partner of StubHub Center. More


Axalta Enjoying View from the Front as Associate Sponsor of Ford Chip Ganassi Racing
CLINTON TOWNSHIP, Mich. – For decades, Axalta Coating Systems, a leading global supplier of liquid and powder coatings, has supplied the Ford Motor Company, a global company based in Dearborn, Michigan, with coatings solutions and expertise. More


IOC Announces Panasonic as Sponsor of the ‘Young Change-Makers+ Programme’
Panasonic becomes the first Worldwide TOP partner to provide additional support to YCM+ programme pledging its commitment to supporting the next generation of young sport leaders around the world. More


Klipsch Renews Sponsorship As Official Audio Partner Of The Rock & Roll Hall Of Fame
INDIANAPOLIS — Klipsch, a tech-driven audio company, today announces its renewal of a multi-year strategic partnership with the legendary Rock & Roll Hall of Fame to preserve and celebrate the live music experience. More


Tito’s Handmade Vodka Named an Official Sponsor of Sonoma Raceway
SONOMA, Calif. – Race fans can enjoy more than your typical trackside beverage during the upcoming race season in Sonoma, as Tito’s Handmade Vodka has extended its official sponsorship of Sonoma Raceway. More


Cunard Announces Official Sponsorship of War Paint
VALENCIA, Calif. – Luxury cruise line Cunard is excited to announce sponsorship of War Paint, the new musical starring Broadway legends Patti LuPone and Christine Ebersole. More


How Good Is The New Cool
Afdhel Aziz, founder of brand purpose consultancy Conspiracy of Love, explains how brands can make money and do good by harnessing the power of cool More (subscription or free trial required)


Inside The Audio Streaming Category
Audio streaming companies turn up the sponsorship volume to gain a point a point of differentiation in an increasingly competitive category More (subscription or free trial required)


Yokohama Tire Joins as an Official Partner of Nitro World Games
SANTA ANA, Calif. – Yokohama Tire Corporation fortified its partnership with the high-energy Nitro Circus organization by becoming an official partner of the Nitro World Games, June 24 at Rice-Eccles Stadium in Salt Lake City, Utah. More

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