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.


Kia Motors And NBA Continue Partnership Through New Multiyear Agreement
NEW YORK – The National Basketball Association (NBA) and Kia Motors America, Inc. today announced a new multiyear marketing partnership extension across the NBA, WNBA and NBA G League. More


Fuji Bikes Partners with Steve Arpin
Fuji Bikes is proud to announce it will be the exclusive bicycle sponsor for Steve Arpin and the Loenbro Motorsports Red Bull Global RallyCross team heading into the final race of the season in Los Angles and continuing into the 2018 season. More


BEDGEAR Announces Partnership with 2017 TCS New York City Marathon
FARMINGDALE, N.Y. – BEDGEAR, the fast-growth PERFORMANCE lifestyle brand, announced today a new partnership with New York Road Runners (NYRR) as the Official Mattress and Performance Sleep Partner of the 2017 TCS New York City Marathon, on Sunday, November 5, 2017. More


FC Bayern and Coca-Cola Extend Partnership
The successful and longstanding partnership between FC Bayern and Coca-Cola is to continue for three more years, as Coca-Cola will remain an "official FC Bayern München partner." More


Oakley and IRONMAN Announce Official Partnership
TAMPA, Fla. and FOOTHILL RANCH, Calif. – IRONMAN, a Wanda Sports Holdings company and Oakley today announced a new partnership, making Oakley the Official Helmet and Smart Eyewear sponsor of the 2017 IRONMAN World Championship, one of the most iconic triathlon events in the world, taking place in Kailua-Kona, Hawaii on October 14. More


Jets Announce IdentoGO by IDEMIA as Official Identity Security and Biometrics Partner
The New York Jets have announced today a new multi-year partnership with IdentoGO by IDEMIA, the country’s preeminent identity-related service provider and exclusive provider of TSA Pre✓. More


Squarespace X Knicks Announce Signature Partnership
NEW YORK – The Madison Square Garden Company today announced leading website publishing platform Squarespace as a signature marketing partner, which includes becoming the New York Knicks’ first jersey sponsor. More


UFC And Modelo Announce New Partnership
LAS VEGAS – UFC, the world’s premier mixed martial arts organization and Modelo Especial, the nation’s fastest growing imported beer, today announced a new multi-year marketing partnership that establishes Modelo as the “Official Beer and Malt Beverage” sponsor of UFC in the United States. More


Mercedes-Benz Launches Campaign to Support Warner Bros. Pictures’ Upcoming Epic Action Adventure Justice League
This autumn, Justice League, one of the most anticipated superhero movies of all time, will hit U.S. theatres beginning November 17, 2017 from Warner Bros. Pictures – and Mercedes-Benz vehicles will join the League alongside Batman, Wonder Woman, Aquaman, Cyborg and The Flash as they race to save the planet from an alien assault of catastrophic proportions. More


The Weather Company, an IBM Business, Named Official Weather Partner of NASCAR
DAYTONA BEACH, Fla. – NASCAR and The Weather Company, an IBM Business, announced today a multi-year agreement that will optimize the weather-related decision process for NASCAR as it incorporates hyper-local weather data and forecasts into their races to improve race-day operations and fan engagement. More

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