NWSL Challenge Cup Bonuses Multiply With UKG Sponsorship
The winners of the NWSL’s Challenge Cup will walk away with bonus checks 10 times bigger than expected thanks to the tournament’s first presenting sponsor, UKG. As part…
sponsorship
Parlow Cone’s Victory Helps U.S. Soccer Clinch Deloitte Renewal
Global professional services provider Deloitte has renewed its sponsorship deal with the U.S. Soccer Federation, agreeing to a multiyear pact that may not have come to…
Opinion
College Football Sponsor Swaps: Performance Enhancer or Money Grab?
Switches between exclusive apparel sponsors and college football programs are routinely accompanied by grand, public announcements promising significant effects on…
F1 in 2022: Money, Fans Roll In Despite Saudi Setbacks
The Grand Prix of Saudi Arabia is off to a shaky start. On Friday, Yemeni rebels blew up an oil depot 11 kilometers from the race track in Jeddah—minutes before the…
MLB Sponsorships Hit $1.1 Billion With Jersey, Helmet Patches on Deck
Major League Baseball and its 30 teams generated $1.13 billion in sponsorship revenue last year, according to consultancy IEG and its Sponsorship Intelligence Database…
NFL Changes Blockchain Rules as Teams Expand Crypto and NFT Deals
NFL teams will be able to sign sponsorship deals with crypto exchanges this year, but don’t expect the Green Bay Packers to host games at FTX Field anytime soon. The…
KORE Software Makes Pair of Sponsorship and Engagement Marketing Acquisitions
KORE Software announced two acquisitions on Tuesday to expand its solutions around engagement marketing. The purchases include Hookit, a sponsorship analytics platform…
Mars Unattacked: Candy Maker and Olympic Sponsor Skates to Beijing
The confectionary wit of Mars, Inc.—as captured by its marquee candy, M&M’s—has long been the company’s ability to keep heat off its chocolate until it successfully…
Exclusive
Playfly Sports Launches Agency-Style Production, Creative Division
Sports marketing company Playfly Sports is launching a new production and creative services division, called Playfly Creates, with one-stop shopping in mind for its…
Thrill One Signs Energy Drink Sponsor in Consolidated Action Sports Push
Energy drink newcomer A SHOC is following a familiar script, going big in action sports marketing by signing an eight-figure, multi-year sponsorship deal with Thrill One…
Pepsi, AB InBev Turn to FanAI to Measure Sports Sponsorship Value
FanAI, a platform pioneering attribution within the sports marketing and sponsorship business, recently closed a $3 million Series A extension (the company announced an…
Alabama, Georgia to See Sponsor, Licensing Boost From CFP Title Game
Georgia and Alabama will play for the College Football Playoff National Championship tonight in Indianapolis. But at least from a top-line perspective, both schools are…
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