- MLS and TikTok agreed to a multiyear extension of their deal amid continued uncertainty over the future of the social media platform in the U.S., reports SBJ’s Alex Silverman.
- Casey’s General Stores is getting in on the action that TKO Group Holdings will unleash in K.C. later this month, signing on as an official sponsor of the first TKO Takeover that features UFC, WWE and PBR events from April 24-28, writes SBJ’s Adam Stern.
- The Fever extended their local over-the-air TV contract with Tegna-owned WTHR in Indianapolis, creating an 18-game package with an undisclosed rights fee, even though 41 out of the team’s 44 WNBA regular-season games will still be nationally televised, notes SBJ’s Tom Friend.
- BodyArmor is rolling out a new visual identity and refreshing its packaging for the first time in the sports hydration brand’s 15-year history ahead of the Stanley Cup Playoffs, reports Silverman.
- WWE teamed up with Morgan & Morgan in a new kind of sponsorship, making the injury law firm the official law firm sponsor of WWE, writes SBJ’s Na’Andre Emerson.
- For the second year in a row, Aflac and the WNBPA are joining forces for WNBA All-Star Weekend, taking place in Indianapolis in 2025, notes SBJ’s Mollie Cahillane.
- AEG and Pernod Ricard USA extended their 10-year relationship, giving the wine and spirits seller multiple sponsorship assets across the AEG portfolio, reports SBJ’s Bret McCormick.
- With Pawtucket’s Centreville Bank Stadium nearly open -- Rhode Island FC plays its debut USL Championship match at the $130 million stadium on May 3 -- Rhode Island FC owners Fortuitous Partners tabbed national real estate companies Wood Partners and Pennrose to develop the second phase of their Tidewater Landing project, notes McCormick.
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