Marketing

Ford was MLB’s most notable offseason corporate sponsorship signing, and the carmaker is jacking up its car rights further by enlisting Yankees OF Aaron Judge, certainly one of the most sought-after endorsers across the league, if not the most active.

Words of Wisdom: “Strip the human race, absolutely naked, and it would be a real democracy. But the introduction of even a rag of tiger skin, or a cowtail, could make a badge of distinction and be the beginning of a monarchy.” — Mark Twain

Have we seen the first bottle break as far as Americans drinking fewer spirits?

Ford was MLB’s most notable offseason corporate sponsorship signing, being the league’s first new auto sponsor in more than 20 years. Now sources tell us that the carmaker is jacking up its car rights further by enlisting Yankees OF Aaron Judge, certainly one of the most sought-after endorsers acros...

Gaming entertainment company Allwyn will deploy its PrizePicks daily fantasy brand into racing through a sponsorship with McLaren Racing, and the first elements will include branding on F1 cars this weekend at Miami and IndyCar’s Indy 500 next month.

NBA prospect F AJ Dybantsa is extending his Nike NIL deal as a “pro basketball contract.” The agreement began in January 2024. Nike “created a logo for Dybantsa, in conjunction with the new deal, a star made up of his first initials that alludes to his childhood nickname.” Dybantsa said that he “pla...

The Packers and Oneida Nation have “agreed to an extension” of their long-term collaboration, which will see Oneida Casino Hotel have a “more noticeable presence,” according to Richard Ryman of the GREEN BAY PRESS-GAZETTE. The casino hotel will “sponsor the gameday attendance tracker and a new digit...

Maker’s Mark is partnering with Sparks F Kelsey Plum to create her own limited edition Private Selection bourbon, dubbed “Yam Jam by Kelsey Plum.” The deal is the latest in women’s hoops for Maker’s Mark, which earlier this year became the official spirits sponsor of Unrivaled (marking the brand’s f...

India-based tech consultancy HCLTech has become an “official A.I.” sponsor at MetLife Stadium as part of its renewal of a cornerstone sponsorship first signed in 2022, a designation and deal extension that also applies to its sponsorship of the N.Y. Jets and N.Y. Giants. Neither financial terms nor ...

The NHL added watch maker Norqain to its roster of global sponsors for the 2026 Stanley Cup Playoffs, while Expedia has taken presenting sponsorship rights for the Stanely Cup Playoffs Bracket Challenge. Norqain, which became a global NHL sponsor this season, is gifting the winner of the bracket cha...