Marketing
NFL Marketing Notes: Luke Combs partners with Panthers on vintage-inspired merch line
WOMEN’S WEAR DAILY’s Jean Palmieri reported country singer Luke Combs is partnering with the Carolina Panthers to “unveil an exclusive merchandise collaboration.” The line of “vintage-inspired pieces from brands including Mossy Oak, ’47, Bettinardi, Homage and Columbia Sportswear were personally sel...
Lego inks F1 Academy deal for car set, team in 2026
The Lego Group and F1 Academy inked a multiyear deal that will “see the construction toy giant release an F1 Academy car set and field a car” on the 2026 grid of the all-female series, according to Filip Cleeren of MOTORSPORT. F1 Academy Dir Susie Wolff and Lego Marketing Dir Julia Goldin presented ...
Bush’s Beans signs title sponsorship of ESPN’s Boca Raton Bowl
Bush’s Beans will make college football history this morning by becoming the first title sponsor of a major Division I postseason bowl game that will end in a word other than bowl, when the Knoxville, Tenn.-based brand and ESPN reveal the Bush’s Boca Raton Bowl of Beans.
DoorDash springs for TKO deal with UFC, WWE assets
TKO Group Holdings on Thursday morning will formally confirm that it has a new sponsorship arrangement with DoorDash, as the on-demand delivery service grows its presence in sports. Financial terms are unknown, but through the deal DoorDash becomes the official on-demand delivery partner of both UFC...
Virginia signs deal with Upstack for on-field logo
Univ. of Virginia Athletics announced a new sponsorship deal with digital infrastructure platform Upstack that is highlighted by the first corporate sponsor logo to appear on David A. Harrison III Field at Scott Stadium. The deal was put together by Playfly Sports. Upstack’s logo will appear in betw...
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...
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Quote of the Day
We compete in the attention economy. It’s not just against other sports. ... Anything that has the potential to capture a fan’s attention, we are competing against that, so it’s our job to be differentiated, to be interesting, and capture fans’ mind share in every way we possibly can.-- LPGA Commissioner Craig Kessler, on how the tour needs to innovate in order to capture more attention.
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