SGB Today Sports & Fitness

Adidas Partners with Spanish Soccer Club, Sevilla

Adidas will provide playing and training kits for the men’s first team, as well as the women’s and academy teams, under an agreement running from the 2025/26 season through the 2034/35 campaign.

TYR Sport Partners with World Aquatics

TYR Sport reached an agreement to become the exclusive global supplier of swimwear and accessories for World Aquatics, the governing body for all aquatic sports formerly known as FINA.

Study: Why Retailers Risk Loyalty with Tariff-Based Price Hikes

While most retailers won’t be able to avoid raising prices altogether, unilateral price increases are a surefire way to lose customer confidence and trust. First Insight believes there are more informed ways of approaching pricing strategies and offsetting the burden on customers.

Champion Launching Tom Aspinall Collection; Signs UFC HW Champ to Long-Term Partnership

The partnership kicks off with the launch of Aspinall’s debut capsule, titled “Heavyweight Champion,” developed collaboratively, which taps into Columbia’s 100-plus-year history of sportswear heritage. Champion is also developing a line of performance training apparel and equipment, which is due to launch later this year. 

Nike Replaces Adidas as Sponsor of the UT San Antonio

Nike has partnered with Game One to become the official outfitter of the University of Texas at San Antonio (UTSA). The initial agreement spans six years. UTSA previously partnered with Adidas from 2013 to 2025.