US College Sports
Pac-12 strikes wide-ranging partnerships with Allegiant, SWAC
The Pac-12 has struck a wide-ranging partnership with Las Vegas-based, low-cost airline company Allegiant, with the collegiate athletic conference's football championship game taking place at Allegiant …
Caesars enters college landscape with landmark LSU partnership
Caesars Entertainment has entered into a multiyear sports betting partnership with the Louisiana State University athletics department, marking the first agreement between a Southeastern Conference college …
Judge rejects Under Armour’s bid to dismiss UCLA lawsuit
A Los Angeles judge has ruled that Under Armour does not have grounds to dismiss a lawsuit from the University of California, Los Angeles (UCLA) in relation to the US-based sportswear brand’s termination o…
Braves sign pair of student-athlete NIL deals
Agreements represent a new link between a MLB club, college sports
Fiesta Bowl aligns with Caesars Entertainment
Deal marks first pact between college bowl game and sports betting operator
FTX expands sports presence with California Golden Bears naming rights deal
Cryptocurrency exchange FTX is again enhancing its presence in the United States sports industry by securing the naming rights to California Memorial Stadium, marking the company's entry into the college…
Barstool Sports secures naming, media rights to Arizona Bowl
Sports and culture media company Barstool Sports is significantly expanding its presence in the North American sports industry by securing both the naming rights and exclusive media rights to the Arizona…
OneTeam Partners, Panini sign exclusive college licensing deal
Deal to aid creation of physical, digital trading cards and NFTs of student-athletes
T-Mobile strikes multiyear partnership with SEC, SEC Network
German global mobile communications company T-Mobile has secured a wide-ranging agreement with the Southeastern Conference and SEC Network.
Bold new era begins for US college sports with NIL rule change
Student-athletes now able to commercialize their rights without forfeiting eligibility
Late-night TV host Kimmel secures naming rights to LA Bowl
Jimmy Kimmel, the popular American late-night talk show host, has become the title sponsor of the LA Bowl college football bowl game, which debuts at SoFi Stadium in Los Angeles on December 18
Fanatics, University of Tennessee strike 10-year retail partnership
Global sports merchandising giant Fanatics is continuing to expand its collegiate business with a 10-year retail partnership with the Southeastern Conference's University of Tennessee
Twitter, Opendorse partner to enable student-athletes to monetize video content
Twitter has secured a partnership with athlete marketing platform Opendorse, which will provide student-athletes in the United States with a pathway to monetize video content on the social media platform
Dos Equis to sponsor Fox Sports’ ‘Big Noon Kickoff’
Heineken-owned beer brand expands its presence in college football
Learfield IMG College, Elevate Sports unveil US collegiate strategic partnership
The Learfield IMG College agency and sports and entertainment consulting firm Elevate Sports Ventures have announced a strategic partnership designed to deliver new revenue growth opportunities across …
Boston College Football, Adidas strike three-year apparel partnership
Boston College has followed up a wide-ranging footwear and apparel partnership with New Balance by bringing in Adidas to outfit its football program.
Boston College, New Balance strike 10-year apparel partnership
Boston College has struck a 10-year footwear and apparel partnership with New Balance worth a reported $45m
Legends to lead sponsorships for the University of Miami
Pact is among the first for Legends after Sixth Street takeover