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BioSteel’s Multi-Year Deal With U.S. Soccer Provides Entry Into New Market
BioSteel has struck a multi-year sponsorship deal with U.S. Soccer. The Toronto-based sports hydration…
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Lakers Tag Sportfive to Find Next Jersey Sponsor
With the Lakers’ three-year contract with Wish expiring, the team has hired the sports business agency…
Sports Sponsorships Boost Stock Prices Before the Deals Are Announced, Study Says
There has been much debate over how much sports sponsorship announcements impact advertisers’ stock prices…
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Fan Data Project Aims to Grow Women’s Sports and Harness Spending Power
Market intelligence firm Sports Innovation Lab is starting The Fan Project, a women’s sports-centric research…
Be Like Ryan: Why Gatorade Added Its First American Pro Boxing Endorser
Michael Jordan, Tiger Woods and Serena Williams are among a long line of star athletes to have endorsed…
Coca-Cola Will Sit Out Super Bowl, Joining Pepsi in Cutting Soda Ads
The Super Bowl has long served as a prominent front for the long-running soda war between Coca-Cola and…
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Fanatics, EA Sponsor Virtual NFLPA Collegiate Bowl for Draft Prospects
The 2021 Collegiate Bowl was canceled in December, but the NFLPA pulled together a virtual iteration of the…
Pepsi to Cut Super Bowl Ads for Soda to Focus on Halftime Show
Pepsi won’t sit out the Super Bowl, but some of its commercials will. The beverage giant, one of the biggest…
Gillette Joins HBCU Esports Alliance for EA Madden Tournament
Come February 2021, HBCU students across 31 different schools will get the chance to take their Madden…
NHL Helmet Ads to Debut with New Jersey Devils Prudential Deal, Capital One in Washington
As the NHL prepares for its 56-game season to kick off on Jan. 13, the New Jersey Devils have announced that…
With Army-Navy Game, USAA Embraces Virtual Strategy and Bumps Major Live Promotion to 2021
The 121st annual Army-Navy game will take place Saturday at Michie Stadium, just the fourth time—and first…
Nike Signs UCLA to Jordan Brand Deal for Athletics
UCLA has signed a new six-year apparel deal with Nike and its Jordan Brand, a replacement to its Under Armour…
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