TLDR Recap

From mascot patch debuts to global kit records, this week’s Playbook highlights the most innovative moves reshaping sports partnerships and fandom.

✔️ Honda powers USA Bobsled with R&D support through 2030
✔️ Manchester City signs the richest kit deal in Premier League history
✔️ Securian Financial becomes the Twins’ first-ever jersey patch sponsor
✔️ MLS puts Old Spice front and center on All-Star kits in Austin

League and Team Partnerships

This week saw a wave of bold jersey moves. The Minnesota Twins named Securian Financial as their first ever jersey patch sponsor in a multi-year extension that expands their long-term partnership. Across college sports, Clemson University inked a creative deal with Novant Health that places the brand on the Clemson Tiger mascot, marking what may be the first mascot patch in college athletics history. Meanwhile in soccer, Old Spice will appear front and center on MLS All-Star kits next week, becoming the first front-of-kit sponsor in 15 years without presenting rights.

On the Olympic and performance sports front, USA Bobsled/Skeleton signed Honda as its official technology and automotive partner through 2030. The deal brings technical support from Honda’s wind tunnels and analytics platforms, with Acura branding leading into Milan Cortina 2026. USA Gymnastics also landed Saatva as its official mattress and presenting sponsor of this weekend’s U.S. Classic, reinforcing the NGB’s Olympic footprint. USA Rugby similarly partnered with Momentous to become the official supplement partner for its men’s and women’s national teams ahead of the Women’s Rugby World Cup, with content and product integrations debuting during this weekend’s Audi Field doubleheader.

Global kit deals also made headlines as Manchester City Football Club and PUMA Group agreed to a record-setting 10-year renewal valued at up to $1.35 billion, the largest in Premier League history. The extension will boost Puma’s annual payment from $87.4 million to $135 million and continues a partnership that began in 2019, known for pushing innovative designs and global expansion. St. John's University also secured a full outfitting deal with adidas, making it the only Big East school with the three stripes brand across all teams beginning in 2025.

Brand Activations and Campaigns

Gatorade is making noise ahead of WNBA All-Star Weekend with “Let Her Cook: The W,” a female-focused campaign spotlighting both legends and rising stars. Featuring Candace Parker, Caitlin Clark, and Lisa Leslie, the campaign includes sweat research from the Gatorade Sports Science Institute and a courtside product drop.

In Austin, Major League Soccer is blending flavor with fashion through its “Game On” campaign. The All-Star Game will showcase the “Game On Burger,” a pork belly and pulled pork collaboration with Trill Burgers and La Barbecue, alongside streetwear drops and Fanatics tees. Elsewhere, Pure Leaf delivered a creative New York activation that traded iced tea for a 10-minute phone break, tapping into digital detox culture with a vending machine that locked users’ devices to offer a tech-free moment.

And at Progressive Field, the Cleveland Guardians and The J.M. Smucker Co. turned the on-deck circles into life-sized Uncrustables, a local nod that hits both kids and athletes. Smucker also used the ballpark to plug Milk-Bone and Pup-Peroni via themed game nights, completing a field-to-stands strategy that feels at home in Ohio.

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Business Moves

Paycom x Arena Naming Rights | YouTube x AI Content

Paycom is stepping away early from its naming rights deal with the Oklahoma City Thunder. The current Paycom Center name will remain for three more seasons, but the move clears the path for the franchise’s upcoming $1B arena to debut with a new title sponsor. The shift was announced alongside fresh conceptual renderings and signals a major commercial reset for the team’s future home.

Meanwhile, YouTube has announced sweeping changes to its monetization policies, targeting low-effort AI-generated content. Starting this week, videos with synthetic narration, AI visuals, or repackaged media must demonstrate clear editorial value and human creativity to qualify for ad revenue. The crackdown is aimed at protecting advertisers and elevating content that resonates with authentic audiences, putting new pressure on creators to innovate or lose.

Number of the Week

$8 million

That’s the new going rate for a 30-second spot in Super Bowl LX, with NBCUniversal’s ad inventory already climbing from its initial $7 million ask due to overwhelming demand. The price tag now comes with an $8 million match across NBCU’s other sports properties, including the NBA and 2026 Winter Olympics. With upfront slots sold out, advertisers willing to exceed the $8 million mark are being prioritized, signaling a fierce marketplace and record-breaking expectations for the 2026 broadcast.

Talent Partnerships

Versant Media, the Comcast-backed cable venture, has inked a new bag sponsorship with Rory McIlroy at The Open Championship. The rotating brand joins his elite sponsor roster alongside Optum and TPG, signaling strategic alignment with GolfPass under Versant’s umbrella. 

In baseball, BetMGM tapped Yankees legend Derek Jeter as its newest brand ambassador. He’ll star in national campaigns starting July 15 and headline a new “Legendary Plays” spot, along with a Jeter-branded slot game on BetMGM Casino.

In the NFL, Josh Allen teamed with Wonderful Pistachios & Almonds on a national “Don’t Hold Back Snack” campaign rooted in his California farm and pistachio ties.

Talisman’s Take

Honda’s new partnership with USA Bobsled shows how brand R&D can become part of the competition itself. By putting its HALO wind tunnel and engineers to work on Olympic sled design, Honda is not just sponsoring the team; it is helping build it. This is brand storytelling through performance, where real innovation meets national pride. For marketers, it is a reminder that the best partnerships aren’t just seen, they are felt in the final result.

⚡ Deal or No Deal?

This Week’s Spotlight: Old Spice x MLS All-Star Game

The Pitch: In a surprise move, Old Spice will appear front-and-center on MLS All-Star jerseys—marking the first time since 2009 that a brand has taken the prime real estate without holding broader presenting rights. The P&G brand replaces longtime partner Target for this year’s matchup in Austin.

Talisman’s Call: ✅ Deal. 

Front-of-kit placement at a marquee event without the cost or obligations of full presenting rights? That’s surgical brand strategy. Old Spice gets maximum on-field visibility, broadcast exposure, and player association in a high-profile setting — all while sidestepping the bloated spend typical of title sponsors. In an era of selective scale, this is a masterclass in how to punch above your weight with a well-timed, culturally aligned play.

Upcoming Spotlight: 2025 WNBA All-Star Weekend — Indianapolis, IN (July 18–21)

Basketball heads to Indiana for the W’s biggest showcase of the year. Hosted at Gainbridge Fieldhouse, the weekend features rising stars, league icons, and a full slate of cultural moments. Expect major campaigns from Gatorade, Adidas, and AT&T, along with fan fests, merch drops, and athlete panels that put the next generation of hoopers in the spotlight.

• Friday: Skills Challenge and 3 Point Contest

• Saturday: All-Star Game

• Sunday–Monday: Community events and brand activations

Quote of the Week

Talisman’s Athlete of the Week

Jannik Sinner

This week, Sinner won his first Wimbledon, dethroning two-time champ Carlos Alcaraz in a four-set epic (4‑6, 6‑4, 6‑4, 6‑4) to become the first Italian man to claim the title. His tactical resilience, comeback from Roland Garros loss, and world  No. 1 status make him a global brand machine. Sinner and Alcaraz are set to be the face of the next generation of tennis stars. Watch for apparel, tech, and auto partners to double down.

Talisman Trend Watch

The Rise of Niche National Teams

USA Gymnastics, USA Rugby, and USA Bobsled all locked in new brand partners this week; not during the Olympics, but in the off-cycle. As more niche federations invest in year-round storytelling and data-driven performance, brands are realizing the upside of early alignment. The return isn’t just exposure, it’s equity in the journey.

Insights

We track every deal we feature. With Securian Financial expanding its partnership with the Minnesota Twins this week, we dug into what competitors are doing across the space. So far this year, financial services brands are investing most heavily in emerging and fast-growing leagues.

Word on the Street

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