Bayer Leverkusen is repaying a former sponsor’s liquidator.
If Nike signs a jersey deal with the NBA, it will have the deal with the two biggest leagues in the United States.
GM will end its partnership with the NFL, ending a long relationship and opening up the category to other companies.
When sponsors convince fans to share activations via social media, they’re more likely to convert spectators into customers.
Last week NHL Commissioner Gary Bettman assured fans that the introduction of jersey sponsorships is not imminent.
The NHL remains on the cutting edge of partnership activation by investigating virtual dasherboards for away team broadcasts.
Nike continues its strategy of releasing a signature cleat for Cristiano Ronaldo in advance of El Clásico.