As professional sports leagues and entertainment companies accelerate their digital transformation, a shared reality is emerging across organizations to modernize fan engagement and operations using a new wave of scalable technology.

Foot Locker is bringing together athletes from basketball’s biggest brands to power “Hoops Lives Here,” a new year-round marketing campaign reinforcing the retailer’s position as a central distribution and storytelling hub in hoops culture.

The WNBA has inked a multiyear deal with Skechers, naming the footwear brand an official sponsor of the league as it approaches its milestone 30th season. Terms of the deal were not revealed.

State of Play

WWE has launched an annual membership program called “Club WWE” that will give fans exclusive access to a variety of perks. The program was revealed Monday on “RAW,” with the announcement coming via John Cena.

The WNBA and Mars have inked a multiyear deal making the M&M’s brand the league’s official chocolate sponsor in a newly created category. Terms of the deal were not revealed.

MADE Hoops, the youth basketball event operator co-funded by SC Holdings, LeBron James and Maverick Carter’s LRMR Ventures and Kevin Durant and Rich Kleiman’s 35V, and FIBA are entering an agreement to stage a global competition for middle school players, marking the first global world championship ...

State of Play

As it enters its 30th season, the WNBA is blending its past and future with a season-long creative campaign that ties the league’s origins to its present momentum through a slate of milestone‑driven initiatives.

Topps has returned to the NFL memorabilia market as the exclusive trading card licensee of the league and the players union after a 10-year absence. The Fanatics Collectibles company, which last produced NFL cards in 2016 before having its license taken over exclusively by Panini America, is celebra...