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The National Hockey League has reached a multiyear deal to name Fastenal as the official maintenance, repair and operations partner for the league through the 2023–2024 season, a partnership that will also extend to ice rinks across North America. Maintenance, repair and operations (MRO) encompasses the wide-ranging products and services needed to keep venues up […]
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Hershey’s has extended its partnership with USA Track & Field, a deal that will keep the candy maker as the presenting sponsor of the national governing body’s Run Jump Throw program through 2024. Hershey’s has sponsored the Run Jump Throw program since 2015. The effort is a hands-on learning program for children ages 7–12 to […]
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Subway has become an official sponsor of the National Football League in a deal that will see the sandwich restaurant become the sponsor of NFL Flag, the largest flag football league in the United States. The multiyear deal will also give Subway exclusive marketing rights and activation opportunities at NFL events and experiences. The chain […]
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USA Track & Field has won a unique competition among national governing bodies by earning a $100,000 sponsorship from the leaders of Elk Grove Village, Illinois. The village northwest of Chicago sought to partner with an NGB to promote its business and manufacturing brand and is believed to be the first municipality to sponsor a […]
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The Charlotte Sports Foundation will have Duke’s Mayonnaise as the new title sponsor of the organization’s regular-season college football game along with a postseason bowl game played in Charlotte, North Carolina. The games include the Duke’s Mayo Classic on September 26 between Notre Dame and Wake Forest, as well as the 19th annual Duke’s Mayo […]
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Knowing the sports world will forever be changed and getting fans adjusted to new protocols to attend events will be a key issue for sports organizations going forward, said panelists during a Variety webinar this week — but it has also sped up the innovations that can solidify communication with fans. During the event “The […]
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USA Triathlon has announced two new partnerships, one with an event delivery platform and the other with the makers of a non-alcohol beer—the first NGB to announce such a sponsorship. In a deal that extends through May 2023, USA Triathlon will partner with Blerter, a global event delivery platform to provide event management services. Blerter’s […]
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In what could be seen as a sign of the times, B.A.S.S. has signed a new brand of hand sanitizer as the “Official Sanitizer Product of Bassmaster.” The deal partners Mammoth Hand Sanitizer, a product released in April from Blackbird Products Group, known for its Mammoth Coolers, and the professional bass fishing circuit just as […]
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Cheez-It is taking its cheesy snacks to Orlando this bowl season, announcing a deal to be title sponsor of the Cheez-It Bowl at Camping World Stadium starting in 2020. The move away from its sponsorship of a bowl game in Phoenix is a multiyear agreement signed with Florida Citrus Sports. The Orlando bowl game was […]
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Addressing the needs of athletes during the COVID-19 pandemic, USA Triathlon will partner with Talkspace, an online therapy provider, to provide counseling services to U.S. National Team and Toyota U.S. Paratriathlon National Team athletes. Talkspace is an online and mobile service that the national governing body said would be convenient for elite athletes who typically […]
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