Texas A&M Rides Indy 500 Win Into Uncharted Higher Ed Marketing Territory
Felix Rosenqvist won the closest Indy 500 ever wearing Texas A&M's logo. The school's CMO calls the helmet deal "a blue ocean for higher ed" — and it continues in 2026.
Topic: Sponsorship
Major Brands Bet on Pro Pickleball Team Sponsorships as Sport Matures
Raisin Bran and Disney are among the brands signing individual MLP team deals as pro pickleball's audience grows toward a tipping point, with record attendance and viewership this…
Mondelēz Goes Regional: Chiefs Deal and Five NCAA Partnerships
Mondelēz adds its first NFL team sponsorship with the Kansas City Chiefs plus five NCAA snacking partnerships, shifting toward regional, mood-based sports marketing.
F1's U.S. Viewership Hits a Bumpy Stretch: What Brands Should Know
F1's debut season on Apple TV and a calendar disrupted by the Persian Gulf war have dented U.S. numbers, but experts say fan growth momentum is intact.
Soaring US Open Ticket Prices Push Sponsors Beyond the Stadium
As resale ticket prices surge, US Open sponsors like Grey Goose, Lavazza, IBM, Oura and Mercedes-Benz are shifting activations offsite to reach fans beyond the stadium grounds.
