- Looking to wrap itself around the country’s semiquincentennial celebration, MLB is launching a variety of marketing initiatives this week, leading up to the July 14 All-Star Game in Philadelphia.
- Telecom company NTT is renewing its title sponsorship of the IndyCar Series, with an extended term that puts a focus on AI, reports SBJ’s Adam Stern.
- Ally is bringing its “Ally House” activation and other sponsorship support to the U.S. Women’s Open at Riviera Country Club in L.A., writes SBJ’s Josh Carpenter in this week’s SBJ Women’s Sports newsletter.
- Google was the presenting sponsor of the U.S. Soccer’s roster reveal show for the 2026 FIFA World Cup, under a multiyear deal struck with just weeks to kickoff, notes SBJ’s Alex Silverman.
- MLS signed World Wide Technology as a tech sponsor with an eye toward delivering more personalized fan experiences as part of the larger MLS 3.0 vision, writes SBJ’s Joe Lemire.
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