Sports Marketing

New York – October 29, 2026 -- The Farmer's Dog has become the official pet food partner of five college athletic departments for the next three years, building the deals around their live dog mascots. The schools are Georgia, Tennessee, UConn, Tulsa and Washington.

The release did not state financial terms. The partnership extends college sports' name, image and likeness (NIL) era to the mascots: Uga of Georgia, Smokey of Tennessee, Jonathan of UConn, Goldie of Tulsa and Dubs of Washington. The company will supply the dogs with human-grade meals and treats.

Learfield brokers a multi-school package with Altius advising

Learfield assembled the multi-school deal, and Altius Sports Partners is advising The Farmer's Dog on its collegiate strategy. Shawn Hegan, Learfield's Executive Vice President of Global Partnerships, said the pairing "just makes sense" given the fandom already built around each mascot.

New York – October 15, 2026 -- LALIGA North America and Panini America announced a multi-year extension of their regional partnership, which dates back to 2023, after the 2026 U.S. Gaming Challenge generated more than 40 million impressions and 5.2 million video views.

Panini America stays on as title sponsor of the U.S. Gaming Challenge

Panini America, a subsidiary of the Panini Group, returns as title sponsor of the LALIGA North America U.S. Gaming Challenge presented by Panini. It has held the sponsorship since 2023. The Challenge launched in 2021 and has become a fixture in the league's annual calendar in the region.

Fans and amateur gamers compete for collectibles and prizes. They can also play against celebrities and soccer legends, and the top prize is a trip to Spain.

New York – October 15, 2026 -- Foot Locker has signed a multi-year partnership with Madison Square Garden Sports Corp. (NYSE: MSGS) to become the Official Athletic Footwear Retailer of the New York Knicks, starting with the 2026-27 NBA season. Financial terms were not disclosed.

Foot Locker gains seven activation points at Knicks home games

The retailer will appear at all Knicks home games at Madison Square Garden. It will run a dedicated retail activation inside the Knicks Team Store in the arena's Chase Square, open to the public during home games. It will also stage curated retail pop-ups inside the arena at select games.

Foot Locker will also hold in-arena and on-court contest rights and LED ribbon signage, and will be Presenting Partner of a Knicks Theme Night. Exterior digital signage will reach fans and visitors outside the venue, and retail promotions will be tied to select Knicks wins.

Dallas – October 01, 2026 -- USA Bobsled/Skeleton (USABS), the sport's national governing body, has named The Uptown Agency as its agency of record, handing the Dallas-based firm control of strategic communications, media relations, brand storytelling and digital strategy through a full Olympic quadrennial.

Mandate runs through the 2029 World Championships and 2030 Winter Games

The scope covers local, regional, national and international media outreach, athlete and sponsor storytelling, social content and reputation management across the cycle, including the 2029 World Championships in Park City, Utah, and the 2030 Winter Games in France.

"Bobsled and skeleton athletes train for four years for a run that lasts under a minute," said Joseph Alexander, CEO of The Uptown Agency. "We are building a program that keeps these athletes and this organization visible between Games, not just during them."

Menlo Park, Calif. – September 28, 2026 -- Global consulting firm Protiviti has surpassed one million meals donated through its Birdies for Meals program following professional golfer Matt Fitzpatrick's victory at the FedEx Open de France at Le Golf National.

Fitzpatrick's win triggers 25,000-meal donation, pushing program past milestone

Fitzpatrick closed with rounds of 65-64-65-70 to finish at 20-under-par, securing a three-stroke victory and his fourth title of the season. The result triggered a 25,000-meal donation under Protiviti's Birdies for Meals campaign, lifting the program's cumulative total to 1,010,000 meals since its 2021 launch. Fitzpatrick alone has generated 162,000 meals this season.

Oulu, Finland – September 25, 2026 -- iLOQ, the Finnish smart access technology company that reported €150 million in turnover in 2025, has launched a new global brand campaign featuring Formula 1 World Champion Kimi Räikkönen and his son Robin Räikkönen.

Campaign extends a multi-year sponsorship from Kimi to the next generation of the Räikkönen family

Titled "The Next Generation Is Coming," the campaign builds on iLOQ's longstanding partnership with Kimi Räikkönen, now extended to Robin as he develops his own career in karting. Kimi Räikkönen retired from Formula 1 in 2021 after a career spanning more than two decades and now supports Robin as a mechanic, describing his role as offering options rather than instructions during Robin's development on the track.

Fountain Valley, Calif. – September 22, 2026 -- Hyundai has renewed and extended its sponsorship of the Atlanta Braves through the 2029 season, continuing a partnership that began in 2014 and has spanned the franchise's entire tenure at Truist Park and The Battery Atlanta.

Hyundai retains stadium signage and broadcast sponsorships at Truist Park

The renewed deal keeps Hyundai visible through outfield wall placements in Left Field and seating bowl signage behind the Visitors Dugout, seen by fans during TV broadcasts and in-stadium attendance. Hyundai remains the presenting sponsor of the Braves Radio Network's Sunday broadcasts, which reach 170 markets across eight states, described as the largest radio network in professional sports, as well as BravesVision, the team's owned television network.

Toronto – September 19, 2026 -- The Canadian Hockey League (CHL) has named Moovair its Exclusive Heating and Cooling Partner, extending the home-comfort brand's reach across the league's three member circuits — the Western Hockey League (WHL), Ontario Hockey League (OHL), and Quebec Maritimes Junior Hockey League (QMJHL).

Moovair secures exclusive category rights across 61 CHL teams

Under the multi-league agreement, Moovair becomes an Official Partner of the WHL, OHL, and QMJHL, gaining exposure across a league that fields 52 Canadian and nine American teams. The brand, which has installed more than 200,000 heat pump units nationwide, is positioning the deal as a coast-to-coast community-marketing push tied to its private-label ownership by The Master Group.

Activation runs 75 regular-season games across 15 markets

The centerpiece fan activation, "Moovair Moov of the Game,

San Francisco – September 18, 2026 -- Athleta, the Gap Inc. (NYSE: GAP) performance apparel brand, has signed a multiyear agreement to become the Official Off-Court Apparel Partner of the Golden State Valkyries, the WNBA franchise that sold out all 22 regular-season home games at Chase Center in its 2025 debut season.

Athleta launches limited Off-Court Edit collection modeled by Valkyries guard Veronica Burton

The retailer is releasing a curated performance-lifestyle apparel line on Athleta.com timed to the partnership launch, fronted by Valkyries guard Veronica Burton. The collection targets the crossover audience between athletic performance wear and everyday style consumption.

Tokyo – – September 18, 2026 -- Science in Sport (SiS) has been named the official performance fuel and hydration partner of the Nike After Dark Tour, a seven-city night-running series expected to draw more than 55,000 participants globally in 2026.

SiS and Nike launch first co-branded performance nutrition range

The partnership marks the first time Nike has created a co-branded nutrition range with a performance nutrition company. The collaboration spans energy, hydration and recovery products, backed by a dedicated microsite and participant education program.

Every runner receives a race-specific SiS x Nike Race Pack

All participants across the seven Tour events will be issued a bespoke race pack covering hydration, energy and recovery needs. A limited version of the range will go on public sale in the UK, US and Australia starting September 18, 2026.