North America Sports Sponsorship & Naming Rights — July 2026
178
July 2026
GTM
A structured record of 178 corporate sponsorship agreements, naming rights deals, and brand partnership announcements in North American professional and major collegiate sports in July 2026. Each event captures the sponsor, rights holder or team, deal type, disclosed value where available, and contract term. Coverage spans the NFL, NBA, MLB, NHL, MLS, and major individual sports including golf, racing, and combat sports.
Corporate sponsorship agreement, stadium naming rights deal, or title sponsorship was signed or confirmed by a professional sports team, league, or major event in North America
Sports marketing agencies and brand partnership teams at corporates track deal announcements to benchmark sponsorship values and identify available inventory. Sports rights consultants and entertainment lawyers use sponsorship data to advise rights holders on market rates and deal structures. Brands evaluating sports investment use this data to assess competitor activity and the going rate for naming rights and jersey deals.
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<div style="overflow-x:auto;width:100%"><table class="catchall-table"><thead><tr><th style="min-width:40px">#</th><th style="min-width:240px">Event</th><th style="min-width:140px;white-space:nowrap">Deal Duration Years</th><th style="min-width:140px;white-space:nowrap">Deal Currency</th><th style="min-width:140px;white-space:nowrap">Deal Type</th><th style="min-width:140px;white-space:nowrap">Announcement Date</th><th style="min-width:140px;white-space:nowrap">Deal Amount</th><th style="min-width:140px;white-space:nowrap">Venue Name</th><th style="min-width:140px;white-space:nowrap">Sport</th><th style="min-width:140px;white-space:nowrap">Location</th><th style="min-width:140px;white-space:nowrap">Sponsored Entity</th><th style="min-width:140px;white-space:nowrap">Sponsor Company</th><th style="min-width:120px;white-space:nowrap">Source</th></tr></thead><tbody><tr><td>1</td><td style="min-width:240px">Topps Sponsors FIFA World Cup 2026 Final Halftime Show</td><td style="min-width:140px">1</td><td style="min-width:140px">USD</td><td style="min-width:140px">title_sponsorship</td><td style="min-width:140px">2026-07-19</td><td style="min-width:140px">1</td><td style="min-width:140px">MetLife Stadium</td><td style="min-width:140px">soccer</td><td style="min-width:140px">East Rutherford, New Jersey</td><td style="min-width:140px">FIFA World Cup 2026 Final Halftime Show</td><td style="min-width:140px">Topps</td><td style="white-space:nowrap"><a href="https://athlonsports.com/soccer/world-cup-closing-ceremony-lineup-fifa-announces-every-performer" target="_blank" rel="nofollow">https://athlonsports.com/soccer/world-cup-closing-ceremony-lineup-fifa-announces-every-performer</a></td></tr><tr><td>2</td><td style="min-width:240px">Detroit Lions sign 5-year partnership with Soaring Eagle Casino</td><td style="min-width:140px">5</td><td style="min-width:140px">USD</td><td style="min-width:140px">corporate_sponsorship</td><td style="min-width:140px">2026-07-16</td><td style="min-width:140px">25,000,000</td><td style="min-width:140px">Ford Field</td><td style="min-width:140px">football</td><td style="min-width:140px">Detroit</td><td style="min-width:140px">Detroit Lions</td><td style="min-width:140px">Soaring Eagle Casino and Resort</td><td style="white-space:nowrap"><a href="https://midmichigannow.com/sports/local-sports/soaring-eagle-casino-resort-to-become-home-venue-for-great-lakes-royals-basketball-team" target="_blank" rel="nofollow">https://midmichigannow.com/sports/local-sports/soaring-eagle-casino-resort-to-become-home-venue-for-great-lakes-royals-basketball-team</a></td></tr><tr><td>3</td><td style="min-width:240px">Dallas Mavericks announce Chase as jersey patch sponsor</td><td style="min-width:140px">5</td><td style="min-width:140px">USD</td><td style="min-width:140px">jersey_sponsorship</td><td style="min-width:140px">2026-07-08</td><td style="min-width:140px">8,500,000</td><td style="min-width:140px">American Airlines Center</td><td style="min-width:140px">basketball</td><td style="min-width:140px">Dallas, Texas</td><td style="min-width:140px">Dallas Mavericks</td><td style="min-width:140px">JPMorganChase</td><td style="white-space:nowrap"><a href="https://ground.news/article/dallas-mavericks-announce-chase-bank-is-official-jersey-patch-partner_32ed47" target="_blank" rel="nofollow">https://ground.news/article/dallas-mavericks-announce-chase-bank-is-official-jersey-patch-partner_32ed47</a></td></tr><tr><td>4</td><td style="min-width:240px">Progressive Insurance becomes jersey sponsor for Cleveland WNBA team</td><td style="min-width:140px">10</td><td style="min-width:140px">USD</td><td style="min-width:140px">jersey_sponsorship</td><td style="min-width:140px">2026-07-21</td><td style="min-width:140px">20,000,000</td><td style="min-width:140px">Rocket Arena</td><td style="min-width:140px">basketball</td><td style="min-width:140px">Cleveland, Ohio</td><td style="min-width:140px">Cleveland WNBA team</td><td style="min-width:140px">Progressive Insurance</td><td style="white-space:nowrap"><a href="https://fortune.com/2026/07/21/progressive-cleveland-wnba-jersey-deal" target="_blank" rel="nofollow">https://fortune.com/2026/07/21/progressive-cleveland-wnba-jersey-deal</a></td></tr><tr><td>5</td><td style="min-width:240px">KeyBank becomes Founding Partner of Cleveland WNBA</td><td style="min-width:140px">-1</td><td style="min-width:140px">USD</td><td style="min-width:140px">corporate_sponsorship</td><td style="min-width:140px">2026-07-14</td><td style="min-width:140px">-1</td><td style="min-width:140px">Rocket Arena</td><td style="min-width:140px">basketball</td><td style="min-width:140px">Cleveland</td><td style="min-width:140px">Cleveland WNBA</td><td style="min-width:140px">KeyBank</td><td style="white-space:nowrap"><a href="https://ca.marketscreener.com/news/cleveland-wnba-and-keybank-announce-keybank-as-first-founding-partner-ce7f5edcd08af122" target="_blank" rel="nofollow">https://ca.marketscreener.com/news/cleveland-wnba-and-keybank-announce-keybank-as-first-founding-partner-ce7f5edcd08af122</a></td></tr><tr><td>6</td><td style="min-width:240px">American Century Championship Title Sponsorship</td><td style="min-width:140px">4</td><td style="min-width:140px">USD</td><td style="min-width:140px">title_sponsorship</td><td style="min-width:140px">2026-07-06</td><td style="min-width:140px">1</td><td style="min-width:140px">Edgewood Tahoe Golf Course</td><td style="min-width:140px">golf</td><td style="min-width:140px">South Tahoe</td><td style="min-width:140px">American Century Championship</td><td style="min-width:140px">American Century</td><td style="white-space:nowrap"><a href="https://www.sportsbusinessjournal.com/Articles/2026/07/06/nbc-american-century-championship-keep-motoring-on" target="_blank" rel="nofollow">https://www.sportsbusinessjournal.com/Articles/2026/07/06/nbc-american-century-championship-keep-motoring-on</a></td></tr><tr><td>7</td><td style="min-width:240px">Oh YAAS and BKFC Trading Card Launch Presented by Whatnot</td><td style="min-width:140px">-1</td><td style="min-width:140px">USD</td><td style="min-width:140px">presenting_sponsorship</td><td style="min-width:140px">2026-07-30</td><td style="min-width:140px">-1</td><td style="min-width:140px">Donald E. Stephens Convention Center</td><td style="min-width:140px">mixed</td><td style="min-width:140px">Rosemont, IL</td><td style="min-width:140px">46th National Sports Collectors Convention and Bare Knuckle Fighting Championship (BKFC)</td><td style="min-width:140px">Whatnot</td><td style="white-space:nowrap"><a href="https://www.eagletribune.com/region/oh-yaas-and-bkfc-make-history-at-the-national-with-the-worlds-first-experiential-collectible/article_1962dc4f-5b68-575d-bc80-b7a2648cd1ca.html" target="_blank" rel="nofollow">https://www.eagletribune.com/region/oh-yaas-and-bkfc-make-history-at-the-national-with-the-worlds-first-experiential-collectible/article_1962dc4f-5b68-575d-bc80-b7a2648cd1ca.html</a></td></tr><tr><td>8</td><td style="min-width:240px">New York Yankees Partner with Lumen for Connectivity</td><td style="min-width:140px">10</td><td style="min-width:140px">USD</td><td style="min-width:140px">corporate_sponsorship</td><td style="min-width:140px">2026-07-14</td><td style="min-width:140px">200,000,000</td><td style="min-width:140px">Yankee Stadium</td><td style="min-width:140px">baseball</td><td style="min-width:140px">New York</td><td style="min-width:140px">New York Yankees</td><td style="min-width:140px">Lumen Technologies</td><td style="white-space:nowrap"><a href="https://www.eagletribune.com/region/new-york-yankees-choose-lumen-to-power-game-day-connectivity-data-resilience-and-the-fan/article_54e80bc1-bee3-5aca-90a2-a86a8dd22659.html" target="_blank" rel="nofollow">https://www.eagletribune.com/region/new-york-yankees-choose-lumen-to-power-game-day-connectivity-data-resilience-and-the-fan/article_54e80bc1-bee3-5aca-90a2-a86a8dd22659.html</a></td></tr><tr><td>9</td><td style="min-width:240px">Children's National Partners with Washington Spirit</td><td style="min-width:140px">3</td><td style="min-width:140px">USD</td><td style="min-width:140px">corporate_sponsorship</td><td style="min-width:140px">2026-07-30</td><td style="min-width:140px">1,000,000</td><td style="min-width:140px">Audi Field</td><td style="min-width:140px">soccer</td><td style="min-width:140px">Washington, D.C.</td><td style="min-width:140px">Washington Spirit</td><td style="min-width:140px">Children's National</td><td style="white-space:nowrap"><a href="https://washingtonspirit.com/blog/2026/07/30/washington-spirit-names-childrens-national-a-proud-pediatric-partner" target="_blank" rel="nofollow">https://washingtonspirit.com/blog/2026/07/30/washington-spirit-names-childrens-national-a-proud-pediatric-partner</a></td></tr><tr><td>10</td><td style="min-width:240px">Herbalife and FIFA 1904 Partnership for Wellness Experience</td><td style="min-width:140px">19</td><td style="min-width:140px">USD</td><td style="min-width:140px">corporate_sponsorship</td><td style="min-width:140px">2026-07-14</td><td style="min-width:140px">20,260,714</td><td style="min-width:140px">FIFA 1904 HQ at 12 Mercer Street</td><td style="min-width:140px">soccer</td><td style="min-width:140px">New York City, New York</td><td style="min-width:140px">FIFA 1904</td><td style="min-width:140px">Herbalife</td><td style="white-space:nowrap"><a href="https://www.aol.com/articles/fashion-meets-wellness-herbalife-fifa-141200000.html" target="_blank" rel="nofollow">https://www.aol.com/articles/fashion-meets-wellness-herbalife-fifa-141200000.html</a></td></tr><tr class="row-locked"><td>11</td><td style="min-width:240px">The Franchise Game 2026 Returns to Yum! Brands HQ</td><td style="min-width:140px">10</td><td style="min-width:140px">USD</td><td style="min-width:140px">corporate_sponsorship</td><td style="min-width:140px">2026-07-20</td><td style="min-width:140px">20,000,000</td><td style="min-width:140px">Yum! Brands Headquarters</td><td style="min-width:140px">football</td><td style="min-width:140px">Plano, Texas</td><td style="min-width:140px">The Franchise Game 2026</td><td style="min-width:140px">Yum! Brands</td><td style="white-space:nowrap"><a href="https://www.restaurantnews.com/the-franchise-game-2026-franchise-symposium-trade-show-072026" target="_blank" rel="nofollow">https://www.restaurantnews.com/the-franchise-game-2026-franchise-symposium-trade-show-072026</a></td></tr><tr class="row-locked"><td>12</td><td style="min-width:240px">Hard Rock Bet Partners with Miami Marlins</td><td style="min-width:140px">1</td><td style="min-width:140px">USD</td><td style="min-width:140px">corporate_sponsorship</td><td style="min-width:140px">2026-07-22</td><td style="min-width:140px">1</td><td style="min-width:140px">loanDepot park</td><td style="min-width:140px">baseball</td><td style="min-width:140px">Miami, Florida</td><td style="min-width:140px">Miami Marlins</td><td style="min-width:140px">Hard Rock Bet</td><td style="white-space:nowrap"><a href="https://sports.yahoo.com/articles/cant-fix-stupid-mlbers-split-171900807.html" target="_blank" rel="nofollow">https://sports.yahoo.com/articles/cant-fix-stupid-mlbers-split-171900807.html</a></td></tr></tbody></table></div>
<h3>What types of sponsorship deals are covered?</h3><p>Coverage includes stadium and arena naming rights, title sponsorships of tournaments and events, corporate partnership agreements, jersey and kit sponsorships, and league-wide brand partnerships in North America.</p><h3>Are deal values always available?</h3><p>No. Financial terms are captured only where formally disclosed in press releases, regulatory filings, or confirmed reporting. Undisclosed deal values are left blank.</p><h3>Which sports and leagues are covered?</h3><p>Coverage spans all major North American professional sports including NFL, NBA, MLB, NHL, MLS, NASCAR, PGA Tour, UFC, and major international events hosted in North America.</p><h3>How often is this dataset updated?</h3><p>We rerun this dataset once a month. You can create your own dataset that updates as frequently as every one hour on <a href="https://platform.newscatcherapi.com/catchall">platform.newscatcherapi.com/catchall</a></p>