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USA Bobsled/Skeleton is turning to AI to help its athletes gain the extra edge the sport requires to make the podium. Snowflake, an AI data cloud company, has become the official data cloud provider for the national governing body in the months leading up to the 2026 Olympic and Paralympic Winter Games in Milan-Cortina. “Grit, […]
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USA Swimming and Speedo have renewed their sponsorship that began 40 years ago, one of the longest-held sponsorships for a national governing body. A partner of USA Swimming since 1985, Speedo holds limited exclusive rights in the technical swimwear product category and will retain exclusive naming rights as the title sponsor of Speedo Sectionals, Speedo […]
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Marriott Bonvoy has been named the title sponsor of Battle 4 Atlantis, a premier early-season college basketball tournament. The partnership with Atlantis Paradise Island will rename the event the Marriott Bonvoy Battle 4 Atlantis, which will feature elite Division I men’s and women’s college basketball programs competing over Thanksgiving week at the resort in the […]
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LA28, Team USA and NBCUniversal have partnered with Google to deliver a more personal and interactive experience for Olympic and Paralympic Games athletes and spectators. As part of the deal, Google will become a founding partner of LA28 and integrate its technologies across Google Search, Google Cloud and advanced AI tools like Gemini to connect […]
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World Rowing, the international federation for the sport of rowing, has signed a multiyear agreement with Ergatta, which produces game-based fitness options for cardio equipment. Under the agreement, Ergatta will be the preferred partner for World Rowing’s gaming and esports initiatives, with the federation becoming the latest traditional sport to embrace a virtual component. In […]
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Cisco has formed partnerships with six additional NFL franchises and venues, expanding its leaguewide partnership for the purpose of protecting networks and offering strategies to deploy cybersecurity. The new partnerships are with the Arizona Cardinals, Buffalo Bills, Carolina Panthers, Chicago Bears, Las Vegas Raiders and Miami Dolphins, and add to existing agreements with the New […]
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Swimming pools for the nation’s top aquatic athletes need to be as clean as possible. And a new partnership between USA Artistic Swimming and iGarden, makers of pool cleaning equipment, appears to be an ideal match. USA Artistic Swimming has announced the new partnership with iGarden, a subsidiary of Fairland Group, including a live demonstration […]
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LIV Golf has announced a partnership with Fever that will see the tech platform will become the official global ticketing and demand generation partner for LIV plus an official partner of Fireballs GC team featuring major champion Sergio Garcia. This multi-year collaboration will have Fever’s platform used to discover and purchase access to LIV Golf […]
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USA Gymnastics’ top events will continue to get an audience on NBC Sports, through 2032. The national governing body and the network announced the historic renewal on the cusp of the organization’s national championships in New Orleans. Under terms of the deal, NBC and Peacock will continue to present coverage of USA Gymnastics’ most high-profile […]
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Honda and USA Bobsled & Skeleton have announced a partnership that will be Honda the Official Premier Technology and Official Automotive Sponsor of the national governing body through 2030, including wind tunnel testing and advice in the design of sleds that will be used by U.S. athletes. The partnership will leverage the HALO wind tunnel […]
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