Marketing
Marketplace Roundup
In Toronto, Dan Bilicki noted Lululemon has revealed its official athlete gear for Team Canada for the 2026 Milan-Cortina Winter Olympics. The team will be sporting a “decidedly interesting colour palette including lots of red, maroon, black and green.” For the opening ceremony, athletes will be wea...
SBJ Media Innovators: Brands look to YouTube to build connection with fans
YouTube has boomed from a wide, fragmented platform that was often overlooked by companies and brands into one of the most important assets to sports teams and leagues in building a youthful audience, said panelists at yesterday’s SBJ Media Innovators event at the New York Marriott Marquis. Today, Y...
NHL, Fanatics unveil 2026 Winter Classic uniforms for Panthers, Rangers
The NHL and Fanatics have unveiled the 2026 Winter Classic uniforms, as the Panthers’ “first outdoor game uniform features the leaping panther,” while the Rangers “will wear a Centennial jersey-inspired look,” according to Jonathan Tovell of THE HOCKEY NEWS. The Panthers’ crest is a “vintage take of...
Indiana football leans into LinkedIn for Mendoza Heisman campaign
Indiana Univ. has launched a Heisman Trophy marketing campaign for QB Fernando Mendoza, “leaning into his love of LinkedIn and an organic, fan-driven social media trend,” according to Zach Osterman of the INDIANAPOLIS STAR. IU’s official football account “posted a 94-second video to social media hig...
Uniforms for Army-Navy game celebrate branches’ 250th birthdays
Navy is celebrating the 250th anniversary of the military branch with its uniforms for the Army-Navy game on Dec. 13 at M&T Bank Stadium, with the USS Constitution “heavily referenced for design details and inspiration,” according to Bill Wagner of the Annapolis CAPITAL GAZETTE. The uniforms, de...
Arsenal fans support club’s decision to end Visit Rwanda sponsorship
Arsenal fans have “welcomed the club’s decision to end a controversial eight-year sponsorship deal with Visit Rwanda at the end of this season,” according to Frank Dalleres of the London CITY AM. The Premier League club had “been in talks to extend the deal” to display Rwanda’s tourism arm on the te...
Carlos Alcaraz says signature Nike logo is still in the works
In a media session to promote his participation in two U.S.-based tennis exhibitions this December, Carlos Alcaraz said a report that Nike planned to debut a signature logo for him at the Nitto ATP Finals was “fake news,” and that he and the apparel giant are still working on the mark. The erroneous...
USA Fencing adds Rosetta Stone, IXL as sponsors
USA Fencing has signed a sponsorship with Rosetta Stone and parent-company IXL, adding to the national governing body’s growing sponsor portfolio. The deal goes through 2028. Financial terms were not disclosed.
Arsenal to end sleeve deal with Visit Rwanda
Premier League club Arsenal is bringing to a close an eight-season collaboration that saw Visit Rwanda as Arsenal’s first official sleeve partner after the club and the Rwanda Development Board have agreed to conclude their partnership at the end of this season. Rwanda Development Board CEO Jean-Guy...
Liverpool signs sponsorship deal with PayPal
Liverpool FC, last season’s Premier League champion, has signed a multiyear sponsorship deal with PayPal to make it the club’s official digital payments partner. Financial terms of the deal were not shared with SBJ.
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Quote of the Day
In the next eight months, we’re going to put the finishing touches on MLS 3.0 so that once I leave, and I think once [Don Garber] leaves, it’ll be in a place that next group can take it and evolve it.-- MLS Deputy Commissioner Gary Stevenson, intimating that both he and MLS Commissioner Don Garber are preparing to pass the torch to the next generation of MLS leadership.
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