US sportswear giant Nike and soft drinks company Dr Pepper Snapple Group have agreed to become official partners of the Big East Conference college sports championships.
Although the terms of neither deal were disclosed, it was confirmed that both partnerships would run throughout 2015 and beyond.
Under the deal with Nike, the sportswear firm will become the exclusive apparel and footwear partner of the Big East.
Nike will also acquire sponsorship rights to all Big East Conference games and gain access to various on-site benefits. In addition, Nike apparel will be worn by all personnel staffed at events while Nike basketballs will be used during Big East Conference basketball tournaments.
Meanwhile, Dr Pepper Snapple Group will be active in its partnership through its Sunkist Soda TEN brand.
Under the agreement, Sunkist branding and advertising material will be displayed at more than 300 locations around New York City.
Elsewhere, life insurance brand New York Life will continue in its role as presenting sponsor of the Big East, while Gatorade, Westwood One and Geico Auto Insurance will also continue their support of all 22 championships.