American Football
Latest Features
Make Believe Happen – Microsoft & the NFL
Victory Fridge – Bud Light & the Cleveland Browns
‘Makers Wanted’ title sponsorship – Elk Grove Village & the Bahamas Bowl
PlayStation renews title deal for college football’s Fiesta Bowl
Miami Dolphins leverage brand for international partner play
Twitch becomes founding partner of Raiders’ Allegiant Stadium
Dolphins build new partnership with RoofClaim.com
Arizona Cardinals sign 15-year partnership with Gila River Hotels & Casinos
Zenni Optical teams up with 49ers
Features
“If it doesn’t work for them, Nike’s not doing it, right?”
All upside for NFL from ‘win-win’ Nike-Fanatics deal
‘A Better Super Bowl’: Hyundai NFL activation case study
Subway: NFL focus for fast-food chain in UK
Geico: Brand visibility key to digital sales strategy
Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.
Letter from Leaders New York: Day 2
Letter from Leaders New York: Day 1
Uber: Major league ambitions with city sports teams
Porsche to speed growth rate with first US team deal
Luxury carmaker Porsche has signed its first major team deal in the US, with another planned, to reinvigorate slowing growth after six years of strong North American sales.
AB InBev: Focus on exclusivity, player access and experiential assets
New Era: Focusing on sales and authenticity
Apparel company New Era is using its sponsorship of Euroleague Basketball to help its goal of becoming the number one headwear brand in the world.
NFL dominates fees, AB InBev and Pepsi make most deals
The National Football League has long been the dominant sports organisation in North America and our research into the top five deals of the five major US leagues confirms its position at the top of the sponsorship tree.
Allstate: College football remains key platform
US insurance company Allstate is using college football as the main platform to communicate its key messages.
Getting the sponsorship story told
DraftKings: Expanding portfolio to support brand growth
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
Sportlobster: Integrating rights-holders with its platform
Rights-holders looking to partner with sports social media platform Sportlobster must first understand the brand’s offering and integrate with it, the brand told Sports Sponsorship Insider.
United: Targeting business travellers in transport hubs
US-based airline United’s title sponsorship deal for the New York Half Marathon is part of a strategy centred on transport hubs, Mark Krolick, managing director of marketing and product development for United, told Sports Sponsorship Insider.
Capital One hits ESPN’s target for college football’s Orange Bowl
Financial services company Capital One has signed a deal to be the title sponsor of season-ending US college American football game, the Orange Bowl, part of the new College Football Playoff (CFP).