TLDR Recap

✔️ BigBear.ai secures naming rights for Washington Commanders’ training facility
✔️ FedEx sponsors end zones at University of Memphis’ Simmons Bank Liberty Stadium
✔️ ORLY International becomes LA Sparks’ first-ever Official Nail Partner
✔️ American Express expands sponsorships across F1 Miami, Miami Dolphins, and Hard Rock Stadium
✔️ NHL players visit Italy for Serie A collaboration, driving international engagement

League and Team Partnerships

The NFL deepened its tech integration with Microsoft, upgrading 2,500 sideline Surface tablets with AI analytics, while USAA renewed its long-term military sponsorship, expanding Salute to Service programming. BigBear.ai secured naming rights for the Washington Commanders’ training facility, and Crocs launched its NFL licensing deal with team-inspired footwear for 14 franchises. Penn Entertainment partnered with the Chicago Bears, making Hollywood Casino Aurora and Joliet official casino partners and adding ESPN Bet integrations. The influx of NFL partnerships this week is highly due to the beginning of the season just around the corner. 

College football saw notable deals as well. The University of Memphis partnered with FedEx to feature unprecedented endzone branding at Simmons Bank Liberty Stadium, replacing its previous $25M NIL-focused deal. Auburn struck a five-year, eight-figure field sponsorship with YellaWood, prominently displaying “Pat Dye Field” with the YellaWood mark below. Meanwhile in the WNBA, ORLY International became the first-ever Official Nail Partner of the LA Sparks.

Venue and motorsport partnerships also moved the needle. NASCAR announced O’Reilly Auto Parts as the new title sponsor of its second-tier national series, effective 2026, marking a return to an endemic automotive brand. The PGA Tour extended RBC’s title sponsorships for the RBC Heritage and RBC Canadian Open in a multiyear deal. Meanwhile, American Express expanded its global sports and entertainment portfolio through multiyear sponsorships with the F1 Miami Grand Prix, the Miami Dolphins, and Hard Rock Stadium, offering Card Members presale tickets, exclusive lounges, and premium fan experiences.

Brand Activations and Campaigns

Lifestyle and entertainment brands leveraged sports moments to engage fans this week. The New York Yankees celebrated Hamilton’s 10th anniversary with a giveaway at their Aug. 25 game, giving the first 10,000 fans a co-branded Yankees/Hamilton cap featuring a gold interlocking NY logo and Lin-Manuel Miranda’s silhouette, blending Broadway and baseball culture.

Ryan Reynolds merged his two ventures in a campaign celebrating Wrexham AFC’s rise to the Championship, releasing limited-edition Aviation American Gin bottles and commemorative packs. The activation paired playful content with fan engagement, highlighting both the club’s success and the spirits brand’s cultural relevance. Meanwhile, Applebee’s returned Lions HC Dan Campbell in national commercials promoting its “Ultimate Trio” menu, this time coaching Texans QB C.J. Stroud and Raiders RB Ashton Jeanty, blending humor with menu-focused messaging.

In international sports, the NHL and NHLPA partnered with Italy’s Serie A during the European Player Media Tour in Milan. The tour featured 26 NHL players, jersey exchanges, and content with Serie A legends, building cross-league engagement and promoting both the upcoming 2025–26 Serie A season and the Winter Games in Milan.

Business Moves

Authentic Brands x Guess

Authentic Brands Group is acquiring a 51% stake in Guess’ intellectual property, partnering with co-founders Maurice and Paul Marciano and CEO Carlos Alberini while existing shareholders retain the remaining interest. The move follows Authentic’s recent acquisitions of Dockers ($311M) and Champion, expanding its portfolio of established consumer brands. Going private will give Guess greater flexibility to navigate the challenging retail environment and prioritize long-term growth. The deal is expected to close in fiscal Q4 2026, pending regulatory approvals.

Number of the Week

10%

Turns out winning actually matters. The Philadelphia Eagles are enjoying nearly a 10 percent sponsorship bump since hoisting the Lombardi Trophy six months ago, even in a tough market. The boost comes from both big-name renewals like American Airlines, Anheuser-Busch/InBev, Toyota, and Verizon, and a wave of new B2B sponsors including Lexus, Janney Montgomery Scott, Edwards Lifesciences, Liquid Death, Recovery Centers of America, BradyPlus, and F.W. Webb.

Talent Partnerships

Lowe’s added Saquon Barkley and Justin Jefferson to its “Home Team” platform, joining Dak Prescott, Travis Kelce, and Christian McCaffrey. NFL stars also featured in campaigns for food and beverage brands: Dan Campbell for Applebee’s, and Baker Mayfield for Popeyes and Uber Eats.

In tennis and basketball, Vuori partnered with Jack Draper for on-court apparel and a signature line, while Caleb Wilson signed a four-year shoe deal with New Balance.

Tech integrations continued with Steph Curry joining Google as a “Performance Advisor” using AI and Pixel devices in both training and business ventures.

Talisman’s Take

This week illustrates how brands are leaning into context, not just exposure. Lowe’s turns Barkley and Jefferson into cultural connectors, embedding its message into fans’ everyday rituals rather than sideline banners. Penn Entertainment and American Express are playing the premium card, literally, creating access and experiences that feel earned, not bought. Across sectors, the pattern is clear: partnerships that layer talent credibility, category relevance, and consumer touchpoints in thoughtful ways cut through the noise and become part of the story, not just the backdrop.

⚡ Deal or No Deal?

This Week’s Spotlight: ORLY x LA Sparks

The Pitch: ORLY International became the first-ever Official Nail Partner of the WNBA’s LA Sparks. The partnership includes in-arena activations like the “Nail Cam,” co-branded nail kits, player nail designs, and social content that highlight fan engagement and athlete storytelling. The deal positions ORLY as a lifestyle brand that celebrates women’s sports, creativity, and empowerment.

Talisman’s Call: ✅ Deal.

ORLY nailed this one. By locking in a creative partnership with a WNBA team at the right moment, they’ve scored both relevancy and goodwill. It’s a DEAL – a polished move that aligns beautifully with the brand’s goals and sets them up for a winning streak in both beauty and sports arenas. ORLY should ride this momentum and keep the activations coming, because the more they engage Sparks fans and players, the more this sponsorship will gleam. In the matchup of ORLY vs. opportunity, we’re calling this partnership a win for the home team.

Upcoming Spotlight: 2025 US Open – First Round (August 24–30, 2025)

The US Open begins this weekend at the USTA Billie Jean King National Tennis Center, kicking off two weeks of premier tennis action. Fans can expect top-ranked stars to compete across Arthur Ashe, Louis Armstrong, and Grandstand Stadiums, with high-profile matchups drawing global attention. With extensive fan activations, on-site experiences, and digital engagement, the tournament provides prime opportunities for brands to connect with passionate tennis audiences while leveraging one of sports’ most prestigious stages.

Quote of the Week

Talisman’s Athlete of the Week

Paige Bueckers

Bueckers etched her name into WNBA history this week, scoring 44 points against the Los Angeles Sparks to break the league’s single-game rookie scoring record. She became the first player ever to post 40+ points on 80% shooting, surpassing marks set by Hall of Famers while tying franchise records for field goals made. Her record-setting night not only showcased her scoring efficiency and poise but also signaled the arrival of a generational talent redefining what’s possible for a rookie in the WNBA.

Talisman Trend Watch

Global Brands Lean Into Athlete-Led Tech Partnerships

2025 is seeing a surge in athlete-driven technology collaborations, with stars like Steph Curry partnering with major tech brands to integrate performance, health, and lifestyle solutions. These deals go beyond endorsements, positioning athletes as active collaborators and advisors, while offering fans an inside look at both training and personal routines.

This trend highlights how brands are leveraging athlete authenticity to connect with younger, digitally engaged audiences. From AI-powered performance tools to health platforms, companies are creating deeper, multi-dimensional engagements that blend sports, tech, and everyday life.

Insights

Over 50% of the EPL with have new front-of-shirt kit sponsors staring in 2026.

Word on the Street

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