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.
Sponsorships are a key driver of revenues in Sports so why does NASCAR fight with its teams and tracks for money?
The series will be known as the NASCAR Xfinity Series through 2024.
Adidas goes all in with its recent 10-year deal to be the official licensing partner of Manchester United.