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.


Love’s Travel Stops Extends Partnership with Front Row Motorsports, Sponsors McDowell
STATESVILLE, N.C. — The Love’s Travel Stops and Front Row Motorsports partnership will extend into a sixth season in 2018. More


NEC Corporation to Join the LPGA Family as Official Technology Partner
DAYTONA BEACH, Fla. – The Ladies Professional Golf Association announced today that NEC Corporation, a global technology leader, has been named an Official Technology Partner and will present statistics-related features throughout the season on a number of LPGA platforms. More


FireKeepers Casino Hotel Extends Its Entitlement Sponsorship at MIS
BROOKLYN, Mich. — Michigan International Speedway and FireKeepers Casino Hotel have extended their partnership for many years to come that will keep the casino as the entitlement sponsor for the June Monster Energy NASCAR Cup Series race. More


GoDaddy & Danica Reunite For Big Finale & Life-After-Racing
SCOTTSDALE, Ariz. – GoDaddy Inc., the world's largest cloud platform dedicated to small, independent ventures, is back to power Danica Patrick's historic racing finale with primary sponsorships in both the Daytona 500 and Indianapolis 500. More


Motorcraft to Sponsor Tasca Racing Funny Car in 2018
Ford Customer Service Division, parent organization for Motorcraft, Omnicraft and Quick Lane Tire & Auto Center, today announces its return to the National Hot Rod Association after a 10-year hiatus. More


Overwatch League Welcomes New Partner Toyota
IRVINE, Calif. – Following a thrilling opening week for the Overwatch League that drew more than 10 million viewers worldwide, a major new brand-marketing partner has signed on to support the league during its inaugural season: multinational automotive manufacturer Toyota. More


U.S. Ski & Snowboard Announces Global Partnership With Airweave
PARK CITY, Utah – U.S. Ski & Snowboard has announced that airweave is the latest world-class brand to join the Olympic sports organization’s growing roster of partners as the Official Bedding Supplier. More


Bridgestone Retail Operations Launches Contest Ahead of Olympic Winter Games PyeongChang 2018
NASHVILLE, Tenn. – Bridgestone Retail Operations, a subsidiary of Bridgestone Americas, today launched a new contest in advance of the Olympic Winter Games PyeongChang 2018 that celebrates the “clutch performances” of parents who support their young athletes. More


Coca-Cola Refreshes Partnerships with NASCAR, ISC
DAYTONA BEACH, Fla. – Coca-Cola, International Speedway Corporation (ISC) and NASCAR today announced an extension to each of its long-standing partnerships. More


UFC and Monster Energy Announce Extension of Global Partnership
LAS VEGAS – UFC, the world’s premier mixed martial arts organization, today announced the renewal of its global partnership with Monster Energy via multi-year extension, in which the leading distributor of energy drinks will continue to serve as the “Official Energy Drink” of UFC. More

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