Deal Breakdown Articles

WNBA CBA Talks Stall: What It Means for Sponsors

Graza Turns NASCAR’s Midway Into a Flavor Lab

Graza’s league deal shows how challenger CPG brands can trade culinary activations and data-rich integrations for national NASCAR scale.

The Pit – Powered by Nusenda Sets a New Naming-Rights Blueprint

UNM’s deal with Nusenda gives the Lobos predictable revenue, community programming, and a hybrid naming model other schools can copy.

Oracle's AI Bet Keeps Red Bull Ahead of 2026 Hybrid Shift

Oracle's extension is less about logos and more about embedding OCI, AI, and Fusion tools into every layer of the team’s 2026 hybrid push.

Aflac Bets Big on Atlanta’s NWSL Launch

Aflac’s seven-year front-of-kit deal with Atlanta’s 2028 NWSL club sets a new benchmark and shows how AMBSE plans to monetize women’s soccer from day one.

Visa Doubles Down on F1: Red Bull Deal Extended Through 2030

Visa extends its Red Bull Racing F1 partnership through 2030 with expanded front wing branding and exclusive banking category rights.

PepsiCo Returns to MLB With Baja Blast as Official Soft Drink — Here's Why It Matters

Mountain Dew Baja Blast becomes MLB's official soft drink as PepsiCo returns to baseball, signaling a bold shift in beverage sponsorship strategy.

CVS Health Makes Major Play in Women's Soccer with NWSL and Seattle Reign Deals

CVS Health makes a major play in women's soccer with simultaneous NWSL league and Seattle Reign deals, including CVS Health Pitch naming rights.

Chime Enters MLS as Retail Banking Partner Ahead of 2026 Season

Fintech giant Chime becomes MLS retail banking partner ahead of the 2026 season, including All-Star Game jersey branding.

Way.com Enters Sports Sponsorship with Chicago Fire FC Parking Deal

Way.com makes its first major sports sponsorship move as Official Parking Partner of Chicago Fire FC at Soldier Field.

Dairy Queen Partners With the Savannah Bananas in a Masterclass of Fan-First Sponsorship

Dairy Queen's new partnership with the Savannah Bananas blends product integration with fan entertainment in a masterclass of modern sponsorship activation.

The Bears' $5B Stadium Saga: What Indiana's Bid Means for Sports Facility Sponsorship

The Chicago Bears may build a $5B stadium in Indiana. The cross-state bidding war has massive implications for naming rights and facility sponsorship valuations.

The $50M NIL Promise That Vanished: What Sacramento State Teaches Us About College Sponsorship

Sacramento State was promised $50M in NIL deals for a Pac-12 bid. The bid failed, the money disappeared. What conditional NIL commitments reveal about the state of college sponsorship.

The Quiet Asset Nobody Talks About: Practice Facility Naming Rights

Practice facilities command hundreds of millions in naming rights — with year-round exposure and player association. Why they might be the smartest buy in sponsorship.

The Corporate Card Wars Are Playing Out on Stadium Screens

Ramp, Brex, Amex, and Capital One are fighting for sports sponsorship real estate. B2B fintech sees stadiums as high-value customer acquisition channels.

Autonomous Vehicles Are Sponsoring Sports Teams — Here's the Strategy

Waymo and autonomous vehicle companies are investing in sports sponsorships to build public trust. The strategy mirrors the rideshare playbook — and it's working.

MLB Is Becoming a Media Company — What That Means for Sponsorship

MLB's takeover of local broadcast rights — starting with the Detroit Tigers — signals a fundamental shift in how sports sponsorship inventory is sold and valued.

UFC's Protein Bar Play: When Sponsorships Become Products

UFC and FoodStory Brands aren't just slapping a logo on packaging — they're co-creating a UFC Performance Institute protein bar. This is what the next generation of sponsorship deals looks like.

AI Companies Are Now Sponsoring F1 Teams — Here's Why It Makes Perfect Sense

Aston Martin Aramco just signed AI coding company Cognition to a multi-year deal. It's not a vanity play — it's the new blueprint for tech companies entering sports sponsorship.

Defense Tech Meets Sports Sponsorship: Anduril's Bold Play

Anduril's appearance in sports sponsorship data signals a new trend: defense and gov-tech companies using sports for recruiting and brand repositioning.

Why Tech Companies Are the New Kings of Sports Sponsorship

From AI startups to defense tech firms, technology companies are the most aggressive new entrants in sports sponsorship. Here’s why — and what it means for the market.