SGB Today Sports & Fitness
Psycho Bunny Inks Multi-Year Sponsorship Deal with USA Padel
Under the agreement, Psycho Bunny will serve as the official uniform partner of USA Padel national teams across all competitive categories, including the men’s, women’s and junior divisions.
Topgolf Launches Media Network
Topgolf launched Topgolf Media Networks, a connected media platform for brands, creators and strategic partners. Topgolf’s CEO, David McKillips, shared, “More than 42 million guests and golfers come to our venues to compete, celebrate, socialize, and connect. Topgolf Media Networks allows brands to become part of those experiences through creative partnerships that are measurable, authentic and built around real consumer engagement.”
Nike Replaces Adidas as Outfitter of Tennessee State University
Tennessee State University announced that Nike has replaced Adidas as the official apparel provider for TSU Athletics in a partial partnership with BSN Sports.
Nike Extends Partnership with USC Athletics Another 10 Years
Nike agreed to a 10-year extension of its all-sport partnership with USC Athletics through 2036, marking the fifth decade of its partnership.
Brooks Inks First Olympic Sponsorship in Kiwi Partnership
Brooks Running signed on as the “Official Footwear Partner” of the New Zealand running team, marking the first Olympic team to be fully sponsored by the brand.
Report: Americans Are Investing More in Their Health and Fitness Than Ever Before
A new Harrison Co. survey examines the key behaviors and trends shaping the fitness and health industries, spanning fitness habits, wearables and fitness technology, nutrition and supplements, and sports participation and fan engagement.
Arena Renews Partnership with USA Swimming Through 2028
Arena USA renewed its partnership with USA Swimming, extending the relationship through the Los Angeles 2028 Olympic Games.
Gameday Spirit Replaces Fanatics as Illini’s Online Store Partner
Gameday Spirit has replaced Fanatics as the official online team store partner for the University of Illinois, extending its partnership with the school.
Nike to Replace Puma as Outfitter of Club Deportivo Guadalajara
Nike reached a long-term agreement to replace Puma as the sponsor and kit supplier to Mexico’s Club Deportivo Guadalajara, also known as Chivas de Guadalajara.
Ryka Releases its “Most Performance-Forward” Women’s Running Shoe
Building on its legacy as the No.3 walking brand and No. 10 performance brand in the U.S. as measured by a third party research firm, Ryka said “its latest innovation represents a powerful new stride into the competitive running space.”
Gallaudet University Athletics Forms Partnership with Nike and BSN Sports
Gallaudet University, based in Washington, D.C., has entered a new multi-year partnership, making BSN Sports the exclusive supplier of Nike uniforms, apparel, footwear, accessories, and equipment for the University’s 18 varsity and five club sports programs.
Adidas to Replace Under Armour as University of Utah Equipment Partner
Adidas reached an agreement to replace Under Armour as the provider of athletic gear for the the University of Utah. The deal is for seven years, starting on July 1, 2027.
Knicks Forward OG Anunoby First Player to Win NBA Championship in Skechers
The SKX Nexus is a low-top court shoe designed for speed, stability and support, offering exceptional comfort and responsiveness. Meanwhile, the SKX Reign focuses on promoting elevation and intense traction, helping Anunoby stay quick and locked in on both ends of the court.
Under Armour and the University of Utah to End 18-Year Partnership
The contract was signed in 2016 for a 10-year term, at a $65 million deal with the brand. That deal ends in June of 2027.
Adidas Extends Real Madrid Sponsorship to 2034
Adidas extended its contract as the official kit supplier of Real Madrid for another eight years through 2034. Adidas first partnered with the Spanish football club in 1980.
