SponsorshipX Global Sponsorship Roundup
Sponsorship isn’t just showing up—delivering value, driving impact, and generating measurable returns. This month, we’re looking at three brand partnerships that aren’t just making noise but making a difference. From Thorne’s expanded investment in UFC to ATCO’s deep-rooted commitment to the Invictus Games to the brands that got it right in Super Bowl LIX advertising, each story highlights how innovative sponsorships go beyond visibility to create real business impact.
Thorne Expands UFC Partnership to Deepen Athlete Support
If you’re an elite athlete, every detail matters. That’s why Thorne has doubled down on its UFC partnership, reinforcing its role as the Official Sports Performance Nutrition Partner and a Premier Partner of the UFC’s Anti-Doping Program.
This isn’t just a renewal—it’s a scaled-up activation. For UFC fighters, it means better performance optimization. Thorne’s NSF Certified for Sport supplements have helped reduce contaminated supplement cases, making the sport safer and keeping fighters at their best. For Thorne, it’s expanded brand integration. Their products will now be a core part of athlete recovery at the UFC Performance Institute, and their branding will appear on UFC’s Locker Room Cam, UFC Embedded, and across UFC’s digital platforms—reaching an audience of over 700 million fans across 170 countries.
The ROI? For UFC, a more substantial reputation for clean sport. For Thorne, a more profound, performance-driven association with one of the world’s fastest-growing sports brands.
Want to hear more about how Thorne measures the impact of its sponsorship? Mary Beech, Thorne's CRO, will share insights at The ROI Forum by SponsorshipX.
Samir Hussein//Getty Images
ATCO at the Invictus Games: Sponsorship That Builds Community
ATCO’s support of the Invictus Games is a long-term investment in veterans, community, and future generations—not just a logo on a banner.
Last fall, ATCO launched a student contest in Alberta, inviting Grades 4-9 students to submit creative compositions on “Why Military Matters.” The winners? Ten students and their guardians received an all-expenses-paid trip to the Games in Vancouver. More than just an activation, this was a direct investment in education and awareness, giving students a deeper understanding of the sacrifices and resilience of military personnel.
ATCO creates meaningful engagement opportunities at the Invictus Games Vancouver Whistler 2025, including ATCO Après in Whistler, a unique hospitality experience for athletes, veterans, and fans. Infrastructure support and sustainability initiatives reinforce ATCO’s commitment to communities beyond the Games. This partnership for ATCO isn’t just a marketing play—it’s a direct alignment with its values of service, resilience, and leadership.
Super Bowl LIX Ads: Who Got It Right?
The Super Bowl isn’t just football—it’s the biggest stage for brands. Some played it safe, some swung for the fences, but only a few delivered real impact. If you want the most innovative take on this year’s best ads, listen to Masters of Scale’s Rapid Response podcast, hosted by Bob Safian, which explains why Nike, Bud Light, and Tubi made the most significant impact.
Autodesk CMO Dara Treseder proclaimed that Nike’s “So Win” Was the Biggest Winner. This ad wasn’t just about selling shoes. It tapped into the rising momentum of women’s sports, reinforcing Nike’s position as the brand that champions athletes at every level. The result? A cultural statement that strengthens Nike’s brand equity beyond just the Super Bowl moment.
Treseder felt that Bud Light Stayed in Its Comfort Zone. A brand still recovering from controversy, Bud Light played it safe and familiar. While the ad was on-brand, it didn’t move the needle significantly. Sometimes, playing it too safe in high-stakes marketing means missing out on actual impact.
Won the Disruptive Play – Tubi’s ad left viewers scrambling for their remotes, making it one of the most talked-about commercials of the night. The lesson? Innovative disruption can be just as valuable as a big-budget spectacle.
Even with massive Super Bowl budgets, brands must prove their ROI. Treseder summed it up best: Nike was the most significant brand winner of Super Bowl Sunday because it aligned with a movement, not just a moment.
Sponsorships That Deliver More Than Visibility
The best sponsorships aren’t just about spending money—they’re about making money, driving brand impact, and proving measurable ROI. Witness Thorne’s UFC expansion isn’t just about branding—it’s about reinforcing clean sport and deepening engagement with elite athletes. ATCO’s Invictus Games investment isn’t about one event—it’s about a long-term commitment to veterans, youth, and community leadership. Finally, Nike’s Super Bowl ad wasn’t just an ad—it was a brand-building moment that connected with a movement, not just a moment.
They will be rewarded for their bravery.