- FIFA signed Chinese tech company Lenovo in its top sponsorship designation as part of a deal that includes the 2026 World Cup in North America and the 2027 Women’s World Cup in Brazil, reports SBJ's Alex Silverman.
- US Speedskating signed a four-year sponsorship deal with Union Pacific Railroad, adding the company as a premier sponsor, reports SBJ's Rachel Axon.
- The Hawks have a new cornerstone sponsorship deal with Kaiser Permanente Georgia, designating them as the team’s official commercial health plan provider, notes SBJ's Trevona Williams.
- Foot Locker is targeting a multiyear deal with the Bulls that will allow the global retailer to engage with fans through various experiences to expand its influence in the basketball market, reports SBJ's Na'Andre Emerson.
- My colleague Ben Portnoy looked at how Texas Tech alum Patrick Mahomes helped land the Red Raiders’ apparel deal with Adidas -- while also bringing him closer to his alma mater.
