Jersey patches predicted to drive new revenue to NCAA schools
The Elevate sports agency has released estimated jersey patch valuations for college football and basketball ahead of an expected 2025-26 season implementation. Shawn Medow speaks to executives from the agency to understand the size of the opportunity.
Chicago Blackhawks signs Circa Sports as first jersey patch deal
The Chicago Blackhawks has signed its first jersey patch sponsor in a multi-year deal with sports betting venture Circa Sports for the National Hockey League team’s home jersey.
DirecTV signs on as Soccer Champions Tour title sponsor
DirecTV will be title sponsor for the Soccer Champions Tour in the United States this coming summer
SEC adds Sprouts sponsorship with women’s sports focus
Grocery chain Sprouts Farmers Market has signed a multi-year sponsorship deal with the Southeastern Conference (SEC).
The deal makes Sprouts the official grocer of the SEC beginning July 1
WME Sports launches padel group, signs world No. 1 Coello
Endeavor-owned agency WME Sports has launched a padel talent representation group and signed the world's top-ranked player, Arturo Coello
New Era latest to join LA28, Team USA in licensing deal
New Era Cap has announced a multi-year deal with the United States Olympic and Paralympic Teams for officially licensed products through the next three Games, including LA28
Engelbert Strauss signals Americas push with Mexican FA deal
German workwear brand Engelbert Strauss has signalled its intention to move into the Americas by agreeing a multi-year sponsorship deal with the Federación Mexicana de Fútbol (FMF) on the eve of the C…
US Soccer adds Jim Beam as sponsor until 2026 World Cup
The United States Soccer Federation has announced bourbon Jim Beam as an official partner just ahead of this summer's Copa America in a deal that runs through to the 2026 World Cup
NCAA on-field sponsors ‘start of trend’ to open up new revenues
More US colleges are set to seek new revenue streams after the National Collegiate Athletics Association (NCAA) announced it will allow sponsor advertising on football fields for regular-season games in…
Leagues Cup adds Sherwin-Williams sponsorship ahead of second edition
The North American in-season tournament between Major League Soccer and Liga MX clubs, Leagues Cup, has announced paint and coatings company Sherwin-Williams as a sponsor for the second edition of the…