Marketing
Cracker Barrel getting back into racing with Speedway Motorsports, IndyCar’s Rossi
Cracker Barrel is getting back into motorsports in a notable way, striking recent deals with IndyCar Series driver Alexander Rossi and track owner Speedway Motorsports.
F1 lands first pasta partner in Barilla
Italy-based food company Barilla’s pasta brand has signed on as F1’s first ever partner in that category, with pasta bars set to be placed around the paddock and Paddock Club along with trackside signage, consumer promotions and digital media advertising. Starting this weekend at the Bahrain Interna...
WNBA’s Sun sign Walgreens as patch partner
The Connecticut Sun have signed Walgreens as the team’s jersey patch sponsor for the 2025 WNBA season. Walgreens -- which will also be the team’s official retail wellness partner -- will have its logo prominently displayed on the Sun’s jerseys throughout the 2025 season. Walgreens will sponsor the S...
Valkyries announce United Airlines as founding partner
The Valkyries and United Airlines announced a multiyear partnership that will see the company named a founding partner and the official airline of the new WNBA franchise. The Valkyries and United will work together on several initiatives in the Bay Area, including “Soar with Her: Mentorship Program”...
Marketplace Roundup
In Sacramento, Marcus Smith reported S.F. Giants Class AAA affiliate Sacramento River Cats “unveiled a new alternative identity” that “pays homage” to the Sacramento region’s history of discovering gold, their new alter ego, the Sacramento Gold Diggers. The name will be incorporated into their game ...
Ally joins WNBA as official retail bank and Changemakers member, signs Bueckers to deal
Ally Financial is partnering with the WNBA in a multiyear deal to become the league’s new official retail bank and member of its Changemakers Collective. Terms of the sponsorship were not disclosed.
Iowa IndyCar weekend lands new title sponsor
Farm equipment company Sukup Manufacturing “will be the new title sponsor of the Iowa IndyCar Race Weekend” at Iowa Speedway. Sukup has previously been an associate sponsor during the weekend and has also sponsored the track’s Indy NXT race. Hy-Vee was the event’s title sponsor in 2022, 2023 and 202...
Atlético Madrid extends Nike kit partnership deal through 2035
La Liga club Atlético Madrid announced it has extended its deal with Nike until 2035. The new agreement will see Nike increase its backing of both the men’s and women’s teams (Atlético Madrid). FORBES’ Sam Leveridge wrote reactions from fans to the news “was mixed between seeing the financial benefi...
Bills to continue partnership with Labatt at new stadium
Labatt will continue its “long-standing partnership” with the Bills into the new Highmark Stadium, remaining the team’s official beer, according to Michael Petro of the BUFFALO NEWS. The partnership will continue to include a “number of activations in and around the stadium as part of fans’ game day...
Hawks launch first-of-its-kind creator collective
The Hawks have “launched the NBA’s first formalized creator collective,” called the Atlanta Hawks Creator Collective, according to Alexander Lee of DIGIDAY. The collective is a “group of 25 content creators that the NBA team has granted special access to home games and events such as training facili...
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Quote of the Day
We’ve heard from brands and investors that they’re excited to invest in the space, but that there’s not enough to sponsor. As a result, we’re focused on creating more content for advertisers, streamers/networks and fans; more live experiences and activations both on the grassroots level and at major women’s sports tentpoles; and more consumer products.-- Togethxr co-founder Alex Morgan, on the media company's plans for the future now that it has hit profitability.
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