TLDR Recap

✔️ Amex expands with AEG across 40 global assets
✔️ ESPN acquires NFL Network and RedZone in major media realignment
✔️ Kellanova becomes official snack partner of U.S. Soccer
✔️ WWE moves premium live events to ESPN in $1.625B deal
✔️ Supercross secures Monster Energy title sponsorship

League and Team Partnerships

Several major leagues and rights holders expanded their commercial portfolios this week. American Express renewed its long-standing relationship with AEG in a multiyear agreement that spans over 40 properties across sports and entertainment, including venues like Crypto.com Arena, The O2, and Coachella. Supercross secured a major win as Monster Energy signed on as the title sponsor of the SuperMotocross World Championship Series in a five-year deal reportedly worth eight figures, covering all 31 races through 2030. Major League Soccer also deepened its tech footprint by naming Amazon the league’s official highlights and voice assistant content partner, bringing match recaps and live updates to Alexa-enabled devices and Fire TV.

Football clubs made international moves of their own. Nottingham Forest revealed Bally's Interactive as its new front-of-shirt sponsor during a preseason match against Fiorentina, giving the sportsbook fresh visibility in the UK market. U.S. Soccer Federation teamed up with Kellanova to make brands like Cheez-It and Pringles official snacks of the federation, activating across content, retail, and grassroots initiatives. Birmingham City FC also signed a first-of-its-kind international deal with Sports Illustrated Tickets to upgrade matchday experiences and launch a new fan zone.

Elsewhere, lifestyle and fashion brands continued their push into team sports. Fanatics collaborated with GLAMNETIC to release officially licensed press-on nails featuring team designs from the NFL, MLB, and NCAA. Apparel brand johnnie-O added the National Football League (NFL) to its growing portfolio of league partnerships. And in a major moment for women’s sports, Pro Volleyball Federation and Major League Volleyball announced they will merge under the MLV name to unify the pro landscape and expand to 10 teams by 2027.

Brand Activations and Campaigns

Bud Light kicked off its 29th NFL season with a new “Parachute” campaign starring Peyton Manning and a suite of gameday activations, including team-branded cans, a QR-powered tailgate sweepstakes, and tie-ins with Netflix’s Quarterback series and George Kittle’s Tight End University.

In a different kind of football playbook, Dove, Gotham FC, and Rebel Girls launched a digital and print book titled Changing the Game, part of the “Keep Her in the Game” initiative to reduce dropout rates among young female athletes. The book will be distributed in schools and libraries across the Northeast.

Lastly, Champion rolled out its global “Champions for Champion” campaign with a multicultural cast spanning sport, fashion, and music. Talent includes Aly Raisman, Romeo Beckham, and The Kid Laroi, each spotlighted in authentic urban settings designed to reinforce Champion’s position at the intersection of culture and athleticism.

Business Moves

ESPN x National Football League (NFL) x WWE

ESPN has secured major new deals with both the NFL and WWE. The NFL deal sees ESPN acquire NFL Network and NFL RedZone in exchange for a 10% equity stake in the network. This move strengthens ESPN’s position as the central hub for football content, with NFL Network and RedZone now available on its new direct-to-consumer streaming service, in addition to traditional pay TV. As part of the deal, ESPN will also gain three additional NFL games each season and make ESPN Fantasy Football the official platform for the league.

Meanwhile, WWE has signed a landmark $1.625 billion deal with ESPN to move its 10 premium live events, including WrestleMania, from Peacock to ESPN starting in 2026. The agreement marks an 81% increase in annual rights revenue for WWE, shifting focus to premium live events while allowing them to monetize other content separately. This deal aligns with ESPN’s streaming service launch, and solidifies the company’s expanding presence in live sports entertainment.

Number of the Week

750,000

The number of fans who attended the Pro Volleyball Federation’s first two seasons. With 80 million social impressions and 45 nationally televised matches, this shows the untapped potential of women’s professional volleyball, signaling a shift in the market as MLV and PVF merge to create a more sustainable and commercially viable league.

Talent Partnerships

In hockey, Matthew Tkachuk has been named the cover athlete for EA SPORTS NHL26, appearing with the Stanley Cup in-hand on Sunrise ice.

On the college football front, Notre Dame RB Jeremiyah Love signed with New Balance in a deal combining performance research and community work in South Bend and St. Louis. Meanwhile, Missouri OL Cayden Green starred in a new NIL spot for law firm Sticklen Law Firm, playing off his name and highlighting his growing $711K NIL portfolio, including a branded coffee product.

Talisman’s Take

The Sports Illustrated x Birmingham City FC partnership is a bold move that signals a shift in how traditional media can elevate the fan experience. By rebranding the Kop Fan Zone and introducing Club111, Sports Illustrated isn’t just sponsoring a football club; they’re crafting exclusive, immersive experiences that speak directly to the passion of fans. This is more than just signage or logos; it’s about creating moments that bring fans closer to the game, giving them access to something more than what they’d find in the stands. Sports Illustrated is proving that fan engagement doesn’t stop at the match, it extends far beyond.

⚡ Deal or No Deal?

This Week’s Spotlight: American Express × AEG

The Pitch: American Express and AEG have expanded their 20-year partnership in a multiyear deal that covers 40 marquee assets across sports, festivals, venues, and more. The agreement includes Amex Venue Collection benefits, premium lounges, and Founding Partner status at some of AEG’s biggest properties like Crypto.com Arena, Dignity Health Sports Park, The O2, and Uber Arena, as well as continued sponsorship of festivals such as Coachella and Stagecoach.

Talisman’s Call: ✅ Deal. 

This is a massive win for both parties. American Express is doubling down on experiential marketing and expanding its footprint across multiple verticals, which is exactly the kind of integrated sponsorship we’re seeing more of. AEG’s largest annual sponsorship deal puts them at the top of the venue and festival game, offering incredible visibility while enhancing the fan experience at top-tier events. It’s a perfect mix of brand alignment, long-term value, and premium exposure.

Upcoming Spotlight: 2025 FedEx St. Jude Championship - (August 7 - 10, 2025)

Tee time is now. The opening event of the FedExCup Playoffs kicks off this week in Memphis with a $20 million purse and a field stacked with the Tour’s top 70 players. With Scottie Scheffler leading the standings and aiming to maintain momentum, and Rory McIlroy resting up for later in the playoffs, the tournament delivers strategic drama and a high-stakes kickoff to golf’s playoff push; making it a must-watch for performance brands and fan-first storytelling.

Quote of the Week

Talisman’s Athlete of the Week

Katie Ledecky

At the World Aquatics Championships in Singapore, Ledecky delivered yet another defining performance with a championship-record gold in the 800‑metre freestyle, her seventh world title in the event. Despite fierce competition from rising stars like Summer McIntosh, Ledecky’s win and her mastery of distance swimming reaffirm her place atop the sport.

Talisman Trend Watch

The Rise of 'Cardio Couture': Where Fitness Meets High Fashion

In 2025, luxury fashion brands are redefining the intersection of style and fitness. High-end labels like Louis Vuitton, Fendi, Prada, and Celine are venturing into the sports equipment market, offering designer golf sets, leather-wrapped weights, and monogrammed surfboards, a movement dubbed “cardio couture”. This trend reflects a broader desire among affluent consumers to integrate fashion into every aspect of their lives, including wellness and fitness.

While these items are not designed for professional use, they serve as powerful branding tools and status symbols. The trend is also encouraged by a broader uptick in fitness participation and health spending, as shown by increased consumer engagement in 2024. Collaborations between mainstream sports brands like Adidas and high-street retailers provide more affordable access to fashionable athletic gear, mirroring the luxury trend.

Insights

With soccer getting a lot of attention this week, here are some further findings about sponsorship in the NWSL.

The NWSL’s team sponsorship economy reached $75M in total spend for the 2024 season, powered by 401 brands and 441 deals across 167 unique categories; a 16% increase since 2022. Teams averaged $5.4M in sponsorship revenue, led by Angel City FC, KC Current, and San Diego Wave FC. The average spend per deal was $170K, with ten partnerships exceeding $1M, including CPKC, DoorDash, Sutter Health, and CarMax. By category, transportation, finance, and consumer products delivered the highest average deal sizes, with category deals averaging $151K.

_{Sourced from Sponsor United}

Word on the Street

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