Deals to Watch
🏁 NASCAR Targets $15M Title Sponsor for Xfinity Series
NASCAR is seeking a new title sponsor for its Xfinity Series, targeting a $15 million annual investment. They’ve hired Klutch Sports Group, founded by Rich Paul, to lead the effort. The league is aiming to attract a more diverse, youth-driven audience. The Xfinity Series runs 33 races annually and serves as the second tier of NASCAR competition. Comcast’s outgoing title sponsor, Xfinity, has held naming rights since 2015.
💡 SQWAD Appoints Tracy Barash to Drive Sponsorship Innovation
Sports tech platform SQWAD has appointed Tracy Barash as a strategic advisor to advance their live fan engagement offerings. Barash previously led brand marketing at Turner Sports and Warner Bros., bringing a blend of digital and experiential expertise. SQWAD specializes in interactive sponsorship activations that integrate into mobile and in-venue experiences. The company has recently rolled out new tools for sponsor polling, trivia, and gamified leaderboards.
🎾 Ben Shelton Partners with Thorne for Performance Campaign
U.S. tennis standout Ben Shelton has partnered with Thorne to launch a high-performance supplement campaign. The partnership features a full creative rollout led by Grammy-winning director Jack Begert. Thorne’s product spotlight includes Daily Electrolytes and Amino Complex, aimed at supporting athlete recovery and endurance. Shelton joins a growing list of pro athletes aligning with wellness brands focused on science-based products.
🏀 Cwench Hydration Sponsors All Canadian Games
The All-Canadian Basketball Games, Canada’s top high school basketball showcase, has secured a five-year title sponsorship with Cwench Hydration. The event has been renamed the Cwench All-Canadian Games. The 2025 edition occurred at Humber College in Toronto, featuring the top 24 senior boys and girls nationwide. The Games is a key scouting event for U.S. and Canadian college programs.
⚽ Liga F Secures €18M Deal with Move
Liga F, Spain’s premier women’s football league, has signed a four-year main sponsorship agreement with Moeve, formerly CEPSA, valued at €18 million. The deal will include branding rights across all league events and media assets. Moeve will also support community initiatives to increase youth participation in women’s football. The partnership replaces a failed deal with telecom brand Finetwork.
🏎️ Juventus & Jeep Finalize €25M Annual Sponsorship
Juventus is closing in on a renewed shirt sponsorship deal with Jeep, expected to be worth €25 million per year. Jeep had previously served as the club’s front-of-jersey sponsor from 2012 to 2024. The new agreement will cover domestic competitions, while UEFA requires separate commercial treatment for Champions League matches. Juventus is also exploring co-branding with Visit Detroit for select U.S.-based matches as part of broader commercial plans.
🎤 PepsiCo Extends UEFA Women’s Champions League Partnership
PepsiCo has renewed its UEFA Women’s Champions League sponsorship through 2030. The extended deal introduces pre-match concerts at finals, a first for the tournament. PepsiCo will also expand fan engagement through branded content, athlete ambassadors, and in-stadium experiences during knockout stages. The partnership continues PepsiCo’s commitment to elevating women’s worldwide sports visibility.