TLDR Recap

✔️ Red Bull struck a first-of-its-kind deal to place its logo on Canadian swimmer Summer McIntosh’s national team suit
✔️ Trader Joe’s makes its NWSL debut with a co-branded tote at Bay FC
✔️ FlyHouse becomes the exclusive aviation partner of LIV Golf’s 4Aces GC
✔️ Stranger Things drops limited-edition Fever jerseys ahead of its final season

League and Team Partnerships

Innovation drove new sponsor categories across sports this week. SKIMS became the official loungewear and intimates partner of League One Volleyball (LOVB), combining cultural relevance with community-first activation. The Indiana Fever also broke barriers with Sequel, the first tampon brand to sponsor a pro team. In the WNBA’s first safety-focused tech deal, the Chicago Sky WNBA tapped Moonshot to monitor digital threats using tools developed for counterterrorism.

In global soccer and golf, Airwallex signed a multi-year deal to become Arsenal F.C.'s official finance software partner, supporting international operations and signaling continued fintech investment in European football. LIV Golf’s 4Aces GC added private aviation platform FlyHouse as its exclusive travel partner, offering team-branded service for Dustin Johnson and crew through 2026. Meanwhile, in the NWSL, expansion club Denver Summit FC kicked off with CommonSpirit Health as its inaugural partner and official medical provider.

A new precedent emerged in swimming, where Red Bull struck a three-way agreement with Summer McIntosh and Swimming Canada to place its logo on McIntosh’s national team swimsuit. The deal preserves athlete equity while unlocking licensing revenue for the federation, opening doors for custom branding on elite Olympic gear. The deal is “believed to be the first time an individual athlete has been allowed to include a personal sponsor’s logo on a national team swimsuit.”

Brand Activations and Campaigns

Bay FC and Trader Joe's are capitalizing on the viral pastel tote craze with a co-branded giveaway at their August 2 match. Fans will receive mini totes and enjoy gameday activations like a grocery-bagging challenge and plushie scavenger hunt. The deal marks Trader Joe’s first NWSL partnership and highlights a retail brand’s rise in live sports culture.

The Indiana Fever will return to Hawkins, Indiana, with Stranger Things alternate jerseys for seven home games. The red and black uniforms feature Demogorgon claw marks, “011” waistbands, and a nod to Eleven, blending team heritage with Netflix fandom. Meanwhile, at Topgolf, a Happy Gilmore 2 collaboration is bringing fans the chance to win a limited edition hockey stick putter, extending Netflix’s sports universe through immersive in-venue play.

At the Athletes Unlimited Softball League Championship Series, SEPHORA is bringing glam to the diamond. As presenting sponsor, the beauty brand is installing a glam suite at Media Day and activating across digital, broadcast, and in-venue platforms, bridging personal care with performance on ESPN.

Business Moves

National Football League (NFL) x ESPN Media Property Rights

The NFL and ESPN are finalizing a deal that would shift NFL Media properties, including NFL Network and RedZone under ESPN’s umbrella. The move would bolster ESPN’s upcoming $29.99 streaming app and reshape how the league packages games and shoulder content across platforms. If completed, it would mark the most significant shift in the NFL’s media approach since 1987.

Number of the Week

$2.2 Billion

That’s how much financial services brands spend annually on sports sponsorships, more than any other industry. With long average deal lengths and a presence across every major league, finance brands are quietly building the most durable footprint in sports marketing.

Sourced from Sponsor United

Talent Partnerships

Ravens running back Derrick Henry joined Amazfit as its first NFL ambassador, promoting the wearable tech brand’s T-Rex 3 smartwatch as part of his training regimen. The endorsement adds muscle to Amazfit’s athlete roster and provides performance storytelling ahead of Henry’s tenth NFL season.

Clash of Clans tapped Jaguars rookie Travis Hunter for a creative “Two Way Deal” activation. Celebrating Hunter’s two-way play and his viral draft night gaming moment, the campaign gives players two million in-game gems and a chance to join Hunter’s clan. The collaboration extends Clash of Clans’ Summer Jam series with influencer-driven immersion.

And just days after winning the MLB Home Run Derby, Mariners catcher Cal Raleigh inked a cheeky multiyear deal with Honey Bucket, leaning into his “Big Dumper” nickname. Raleigh announced the deal with a viral Instagram video that hit nearly one million accounts and brought portable restrooms into the All-Star Week spotlight.

Talisman’s Take

The Red Bull x Summer McIntosh x Swimming Canada deal is more than a logo. It’s a blueprint for how elite athletes, federations, and brands can collaborate without cannibalizing each other. McIntosh retains direct value. The federation gains new licensing revenue. And Red Bull gets brand distinction on a global stage where signage is often locked down. The result is proof that sponsor visibility and athlete equity are not mutually exclusive, they can be mutually reinforcing.

⚡ Deal or No Deal?

This Week’s Spotlight: Sequel x Indiana Fever

The Pitch: Sequel has become the first tampon brand to sponsor a pro sports team, kicking off with the Indiana Fever. Founded by Stanford athletes, the company is backed by Muse Capital and promotes health innovation tailored to female athletes.

Talisman’s Call: ✅ Deal.

Sequel isn’t just a sponsor, it’s a performance partner. The brand sits at the intersection of product innovation and cultural timing, aligning with both the rise of women’s sports and the growing movement around athlete wellbeing. It also opens new white space for female-first brands that had previously sat out of pro sports due to fit or relevance. This is a moment worth studying.

Upcoming Spotlight: 3M Open – (July 24–27, 2025)

The PGA TOUR heads to Blaine, Minnesota, this week for the 3M Open. TPC Twin Cities will host, with $8.4 million up for grabs and $1.51 million awarded to the winner. It is one of the final chances for players to lock in FedExCup Playoff spots. 

Quote of the Week

Talisman’s Athlete of the Week

Quincy Wilson

At just 17, Wilson broke the under‑20 world best in the 400m with a time of 44.10 at the Ed Murphey Classic in Memphis, making him the second fastest teenage sprinter ever and solidifying his position as track’s next big thing. His rise reflects elite performance rooted in youth narrative and projection.

Talisman Trend Watch

Culture Collabs

Take Center Stage From Stranger Things jerseys in the WNBA to Happy Gilmore golf giveaways, sports properties are becoming canvases for entertainment IP. But it’s not just kitsch, these collaborations are driving real ROI. They move product, generate press, and spark online chatter at a fraction of the cost of full-scale campaigns. Look for more teams to turn to nostalgia, fan lore, and TV tie-ins to break through the clutter.

Insights

Sports sponsorship ranked by annual spending in North America in 2024-25

Word on the Street

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