- The Kings made Sutter Health their jersey patch sponsor with a wide-ranging, multiyear deal that also installs Sutter Health physicians and orthopedists as the franchise’s team doctors, writes SBJ’s Tom Friend.
- U.S. Ski and Snowboard signed an eight-year deal with The North Face, bringing in the popular brand as its official apparel sponsorship, reports SBJ’s Rachel Axon.
- Football and futbol drove the conversations for the upfront presentations from Amazon and Fox Sports, writes SBJ’s Josh Carpenter.
- Kalshi is sponsoring Nate Diaz in Netflix’s debut MMA card this weekend at Intuit Dome, as the predictions market continues to pepper the marketplace with deals, reports SBJ’s Adam Stern.
- Cisco and the USGA extended their longstanding technology relationship for an additional five years and are plotting new, AI-focused initiatives together, writes SBJ’s Rob Schaefer.
- Foot Locker is bringing together athletes from basketball’s biggest brands to power “Hoops Lives Here,” a year-round marketing campaign reinforcing the retailer’s position as a central distribution and storytelling hub in hoops culture, notes SBJ’s Na’Andre Emerson.
- A five-part docuseries chronicling the USMNT’s journey to the 2026 FIFA World Cup debuts Tuesday night on HBO, four years after cameras started rolling, writes SBJ’s Alex Silverman.
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