SGB Today Sports & Fitness
Under Armour Extends Partnership with Yale
Under Armour and Yale Athletics announced a 10-year extension of their longstanding partnership. The brand first partnered with Yale in 2016.
K-Swiss Partners with ATP
K-Swiss, which is celebrating its 60th anniversary, formed a multi-year agreement to become the official footwear partner of the ATP (Association of Tennis Professionals), the governing body of men’s professional tennis.
Academy Sports Partners with Nike and Jordan Brands on Houston H-Town Classic Tournament
The two-day event will take place at Academy’s Katy, Texas store from October 17–18 from 8:30 a.m. to 7 p.m. each day and will feature junior high and high school divisions in both boys’ and girls’ brackets.
Adidas Replaces Nike as Nigeria’s Kit Sponsor
Nigeria will end its 11-year association with Nike and return to Adidas, after reportedly agreeing an $8.5 million-a-year equipment deal that the Nigeria Football Federation says is the biggest in African football.
Under Armour Extends Partnership with Baltimore Ravens
The Baltimore Ravens and Under Armour announced a 10-year extension of their longstanding partnership. The partnership includes new exclusive Ravens x Under Armour product collection, hospitality naming rights, and continued investments in youth football initiatives and the Under Armour Performance Center.
Amazon Forms Global Partnership with Hyrox Fitness Series
Amazon has signed on to become an official partner for the Hyrox fitness competition series. The partnership includes dedicated Hyrox storefronts, curated Amazon Music playlists, and on-site activations for athletes. Amazon also becomes the title partner for Hyrox London in December.
Reebok Becomes Official Partner for Xenom London
Reebok has signed on as the Official Apparel and Footwear Partner for the inaugural Xenom London, the functional fitness competition that takes place on August 29 and 30 at Olympia London.
EoS Fitness Partners with Hyrox
High-Value, Low-Price (HVLP) gym chain EoS Fitness announced a new multi-year partnership with Hyrox. Starting this fall, EoS will become the first major fitness chain globally to integrate official Hyrox Training Zones directly into its gym floors.
Momentec Brands Unifies Operations with New High-Tech Performance Center
Badger Sport, Alleson Athletic, Augusta Sportswear, Holloway, Russell Athletic and Pacific Headwear are now housed within one new 755,000-square-foot facility that represents far more than a warehouse expansion.
BSN Sports Inks Dallas College Athletics Deal to Supply Nike Gear
The new partnership establishes BSN Sports, a division of Varsity Brands and a leading provider of team sports solutions, as the preferred supplier of Nike uniforms, apparel, footwear, equipment and accessories for Dallas College Athletics
Fanatics Named Retail Partner of the DP World Tour and Ryder Cup Europe
Fanatics has signed on as the exclusive retail partner for the 2027 Ryder Cup at Adare Manor in Limerick, Ireland as well as the exclusive operator of the Official DP World Tour Store and the European Ryder Cup Store.
New Era Extends Partnership with Little League
Little League International and New Era announced a multi-year extension of their longstanding partnership. New Era first began supplying on-field caps worn by Little League World Series players in 1994 and became an Official Sponsor in 2000.
Richardson Celebrates 56 Years with Launch of New R3D Customizer and Enhanced Website
Once a customer has completed their design in the R3D Customizer, their fully configured products can be saved, renamed, and accessed at any time for future orders or further customizations.
Pro Triathlete Jenny Fletcher Finds an “Unfair” Edge with Formula 100 Fast Wax
Jenny is a member of the Formula 100 Pro Team roster of athletes, and was afforded the opportunity to test the Fast Wax before it was released to the public during her rides for both triathlon and gravel racing.
Athleta to Sponsor San Francisco Ballet
Athleta signed an official partnership to become the San Francisco Ballet’s Official Athletic Apparel Partner, outfitting company dancers and releasing joint performance-art storytelling content.
