Sponsorship Deal Tracker

Major Sports League Deals

• 🔥 NFL x Kraft Heinz: The NFL and Kraft Heinz inked a five-year deal naming Kraft Heinz the official condiment...

Key shift in tennis sponsorships:

• Porsche ends league-wide WTA deal
• Redirects backing to individual player Alex Eala
• Triggers fury from WTA officials

Watch for more athlete-focused pivots.

PepsiCo named official beverage partner for VENU's expanding amphitheaters.

• Deploys full beverage portfolio to Sunset Amphitheaters in Broken Arrow,...

New NFL sponsorship: Kraft Heinz secures five-year official condiment partnership covering brands like Velveeta, Philadelphia, Kraft Mac & Cheese,...

New multi-year partnership names Twilio the exclusive Cloud Communications Partner for PGA of America and major championships (PGA, KPMG Women's,...

NBA & Basketball Partnerships

• 🔥 Sprite Returns as Official Soft Drink: Coca-Cola's Sprite reunites with the NBA as the Official Global Soft...

Samsung named official partner for DreamHack Birmingham 2026, the world's premier gaming lifestyle festival in the UK. Announced March 16 in Birmingham, signaling electronics brand activation in UK esports events.

Deal Alert: Grocery retailer Lidl named first strategic corporate partner for UEFA men's national team competitions.

• Includes UEFA EURO 2028 in UK...

• Multi-year partnership announced between Dallas Mavericks, American Airlines Center, and Harvey
• Harvey named Official and Exclusive Legal AI Partner
• Highlights AI/tech integration in NBA team/arena sponsorships, a fresh legal category

Key deal highlights for beverage brands in basketball:

• Sprite reunites with NBA as exclusive global soft drink via Coca-Cola's new marketing...

New multi-year deal names Avianca Official International Airline Partner for MLS's Orlando City SC and NWSL's Orlando Pride, with year-round...

Fast-casual chain Freddy’s expands NIL strategy, signing 10 college athletes across states including UH’s Emanuel Sharp and Kyndall Hunter.

Key...

BioSteel inks partnership as Official Hydration Partner for The Basketball League (TBL), supplying clean hydration and sports nutrition products to athletes league-wide – a benchmark for nutrition brand integrations in minor pro basketball.

NFL & MLB Facility Sponsorships

• 🔥 New Balance Names Patriots Training Center: New Balance announced a long-term partnership as exclusive...

Benchmark braking brand Galfer USA announces multi-year partnership with MotoAmerica, North America's premier motorcycle road racing series.

• Galfer...

Strategic shift alert: Under Armour partners with rapper Playboi Carti on multi-year creative deal for OPIUM sub-label, pivoting from traditional...

MLB milestone: Uniqlo lands first-ever field naming rights at Dodger Stadium, its 64-year history's initial corporate tie-in – likely Uniqlo Field at...

Key sponsorship intel: New England Patriots name their new $50M, 160k sq ft training facility the New Balance Athletics Center, opening spring...

Key benchmarking deals highlight nutrition, facilities, and tech for performance/recovery:

• IRONMAN-Amacx (nutrition): 3-year global recovery...

European Soccer Club Partnerships

• 🔥 Roma-Eurobet Deal: Roma will officially unveil its sponsorship with Eurobet on Friday, guaranteeing €16...