TLDR Recap

✔️ Brunt Workwear inks first NFL deal with New England Patriots
✔️ LA28 gets IOC approval to sell venue naming rights for 2028 Olympics
✔️ Anduril Industries named title sponsor of 2026 San Diego NASCAR street race
✔️ AlumniFi secures 10-year stadium naming rights deal with Detroit City FC
✔️ Paramount acquires exclusive U.S. UFC rights in $7.7B deal

League and Team Partnerships

Several major leagues and rights holders expanded their commercial portfolios this week. Brunt Workwear signed its first NFL deal with the New England Patriots, outfitting stadium crews with boots and co-branded apparel while hosting three tailgate activations. LA28 gained IOC approval to sell venue naming rights during the 2028 Olympics, including SoFi Stadium and Intuit Dome, creating a new nine-figure revenue stream. In motorsport, Anduril Industries was announced as the title sponsor for NASCAR’s 2026 San Diego street race, marking the sport’s first event on an active military base.

Football clubs made key domestic moves. Dallas Trinity FC secured front-of-kit deals with Scottish Rite for Children and UT Southwestern Medical Center. Detroit City FC extended its partnership with AlumniFi, including 10-year stadium naming rights for AlumniFi Field. Meanwhile, Buffalo Bills and PepsiCo renewed their longstanding partnership, covering in-stadium activations, retail collaborations, and continued support of the team’s training camp.

Venue and motorsport partnerships advanced strategic visibility. Las Vegas Convention and Visitors Authority proposed a $20M sponsorship for the 2026–2027 F1 Las Vegas Grand Prix, significantly increasing prior commitments. Benchmark International acquired naming rights for the Tampa Bay Lightning arena, including premium club spaces, in one of the NHL’s richest venue deals. These agreements underscore the trend of integrating corporate partnerships with fan experiences and venue branding.

Brand Activations and Campaigns

Lifestyle and entertainment brands leveraged sports moments for engagement this week. Marvel partnered with USTA to release an Althea Gibson-themed comic book during U.S. Open Fan Week, honoring the 75th anniversary of Gibson breaking the tournament’s color barrier. Fans received 40,000 free copies during the event (Aug. 18–23).

In fashion and NFL marketing, Nike spotlighted Browns QB Shedeur Sanders during his NFL debut, highlighting his signature wristwatch touchdown celebration across social media. Meanwhile, George Webb ran a fan-activation promotion during the Milwaukee Brewers’ 12-game winning streak, giving away free burgers across Wisconsin locations to celebrate team success.

Business Moves

Paramount x UFC

Paramount has acquired exclusive U.S. rights to UFC in a seven-year, $7.7B deal beginning in 2026, marking its first major sports rights move since merging with Skydance. The agreement covers all 43 annual UFC events, 13 premium cards, and 30 Fight Nights - which will stream at no extra charge on Paramount+ with select simulcasts on CBS, ending UFC’s pay-per-view model in the U.S. The deal, averaging $1.1B annually, nearly doubles the value of UFC’s current ESPN pact. Paramount also secured a 30-day exclusive window to bid on UFC’s international rights as they come up for renewal, with ambitions to pair them with the U.S. rights.

Number of the Week

$7.1B

The projected budget for the 2028 Los Angeles Olympics and Paralympics. LA28’s new IOC approved venue naming rights program, which will allow up to 19 temporary and select permanent venues including SoFi Stadium and Intuit Dome to retain or sell naming rights, is expected to generate a nine figure revenue stream. This signals a major commercial innovation in Olympic sponsorships, opening new revenue channels for global rights holders.

Talent Partnerships

Comedian Theo Von partnered with Perplexity in a year-end sponsorship for his podcast This Past Weekend. The AI search company’s technology was integrated into Von’s unscripted interviews, delivering real-time answers in place of traditional ad breaks, creating a unique fan experience.

In football, Patrick Mahomes launched Throne Sport Coffee alongside beverage executive Michael Fedele. The ready-to-drink cold brew is positioned as a functional sports beverage, with Mahomes as lead investor and second-largest stakeholder. Meanwhile, Browns QB Shedeur Sanders starred in a Nike campaign celebrating his NFL debut, featuring his signature wristwatch touchdown celebration and signaling the brand’s confidence in his future.

In entertainment, WWE superstar John Cena appeared in ESPN’s first ad campaign for its new all-in-one sports streaming platform. Cena portrayed a coach introducing viewers to the service while interacting with ESPN-branded elements, blending talent influence with media innovation and enhancing platform visibility.

Talisman’s Take

Brunt Workwear’s partnership with the New England Patriots is a smart example of a nontraditional brand activating authentically in sports. Outfitting field crews and hosting game day experiences goes beyond logos, creating meaningful fan interactions while strengthening brand credibility in a new category.

⚡ Deal or No Deal?

This Week’s Spotlight: AlumniFi × Detroit City FC

The Pitch: AlumniFi has secured a 10 year stadium naming rights deal for Detroit City FC’s new 150 million dollar, 15,000 seat stadium, AlumniFi Field. The partnership also includes a jersey patch sponsorship, local community activation opportunities, and access to the club’s passionate fanbase. AlumniFi aims to build brand awareness among alumni networks, young adults, and local residents, while positioning itself as a community first financial brand.

Talisman’s Call: ✅ Deal. 

This is a strategically smart move. While Detroit City FC competes in USL and does not have the national broadcast footprint of MLS teams, the depth of engagement including stadium branding, jersey integration, and community activations creates authentic touchpoints with a highly engaged audience. AlumniFi is locking in long term exposure in a market that aligns perfectly with its mission of connecting with younger, community oriented consumers. This is a high value, high impact play that prioritizes loyalty and fan trust over broad but shallow awareness.

Upcoming Spotlight:  2025 USL Championship Kickoff Weekend - (August 16 - 18, 2025)

The USL Championship kicks off its new season this weekend, featuring marquee matchups across the league and a $5 million prize pool for the top clubs. Detroit City FC, Phoenix Rising, and Louisville City are set to draw large crowds, with fan-driven activations, live music, and community events at select stadiums. With loyal supporters and high engagement on social, this opening weekend provides prime opportunities for brands to connect directly with passionate fans while showcasing innovative experiential campaigns.

Quote of the Week

Talisman’s Athlete of the Week

Shohei Ohtani

Ohtani continues to dominate on both sides of the diamond, hitting his 40th home run of the season while maintaining an ERA under 3.00 as a pitcher. His dual-threat excellence not only drives Angels’ success but also elevates fan engagement and global interest in MLB, proving once again why he is one of the most marketable athletes in sports today.

Talisman Trend Watch

Esports Moves Into Mainstream Fan Experiences

In 2025, esports is expanding beyond gaming into immersive fan engagement. Leagues like the Overwatch League, Call of Duty League, and Valorant Champions Tour are partnering with lifestyle brands, stadiums, and media outlets to create in-person experiences that rival traditional sports. Fan zones, live-viewing parties, and branded activations at major venues are turning digital-first competitions into multi-sensory events.

This trend reflects a shift in how younger audiences consume sports, blending gaming, entertainment, and social experiences. Brands from energy drinks to lifestyle apparel are capitalizing on these activations, signaling esports’ growing commercial viability and its potential to redefine sponsorship and fan interaction across industries.

Insights

Now at a little past the midpoint of the year, we took a look to see where brands have been most active in sports over the course of the year. Whether that be through sponsorships, captivating activations, or talent partnerships. Below show what sports are brand favorites.

Word on the Street

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