Sponsorships, Partnerships, & Brand Activations

Collage clockwise from top: Coco Gauf, a Black woman tennis player, sits in front of microphones at a press conference in front of Mercedes Benz logos, Taylor Fritz, a white man tennis player serving a ball while wearing an Oura ring on his middle finger, and a promotional image from Grey Goose showing a Honey Deuce cocktail, a pinkish drink with 3 melon balls skewered on a swizzle stick, being held up in front of a crowded tennis court.

Even luxury brands are adapting to the US Open ticket price surge

While premium sponsors may have some insulation from the rising price of attendance, many are also looking to attract fans outside the grounds.

Alyssa Meyers

Graphic showing Mondelēz brands and football team helmets.

Sports Marketing

Mondelēz is scaling up its sports marketing by going more regional

The company, which owns multiple snack brands, recently announced partnerships with the Kansas City Chiefs and five NCAA programs.

Alyssa Meyers

the New Jersey Fives pro pickleball team posing with the Raisin Bran sun mascot wearing jerseys reading "The Fibes" as part of a sponsorship deal with Raisin Bran

Sports Marketing

Why major brands are tapping into pro pickleball team sponsorships

The audience for the sport is growing, and teams are starting to pull in big brands with even bigger marketing budgets, like Kellogg’s Raisin Bran.

Alyssa Meyers

Graphic with the MetLife, Jets, Giants, and Athletic Brewing logos above a can and a football on a field.

Sports Marketing

How Athletic Brewing is expanding its NFL presence at MetLife

The non-alcoholic beer brand inked a wide-reaching, multi-year sponsorship deal with the stadium, as well as the Jets and the Giants.

Alyssa Meyers

Collage of photos of the Pro Padel League.

Sports Marketing

How padel is starting to make a racket in US sponsorships

On the heels of the pickleball craze, padel is poised to be one of the next sports to pique the interest of American sports enthusiasts and brands.

Alyssa Meyers

A billboard inside a stadium displaying the Ted Lasso show art beside the KC Current team art.

Sports Marketing

The Kansas City Current’s marketing coach is ‘Ted Lasso’

The character from the beloved Apple TV show got top billing during the World Cup—including a World Cup watch party at the NWSL team’s stadium.

Jennimai Nguyen

Rendering of court design for AT&T's 2026 WNBA All-Star Weekend activation.

Sports Marketing

Inside AT&T’s WNBA All-Star Weekend playbook

During this year’s event, the title sponsor is looking to build on the momentum the league and its partners have experienced since its last All-Star Game in Chicago four years ago.

Alyssa Meyers