From AT&T’s immersive F1 Austin fan experience to sumo’s European debut and Cape Town’s marathon going global, today’s Next Move highlights how sponsorships are localizing activation, expanding culture, and redefining what “global” engagement really means.

From Omaha Productions x FanDuel’s content partnership to new regional renewals, rivalry naming rights, and brand-led talent scholarships — today’s Next Move highlights how sponsorships are evolving from visibility to creative control, community depth, and long-term talent investment.

From Sunoco’s NASCAR renewal to AC Milan × Emirates’ two-decade partnership and the rise of athlete-driven dealmaking, today’s Next Move explores how sponsorship longevity, athlete leverage, and retail media integration are shaping the next chapter of brand strategy.

From Iowa State’s 13-year Learfield extension to Allstate’s category-defining Big Ten deal, Adidas’ Euroleague renewal, and HCLTech’s stadium innovation — today’s Next Move explores how brands are investing in infrastructure, category leadership, and B2B storytelling.

From Google Cloud’s LA28 deal to Swyftx’s crypto sponsorship in New Zealand and UCSD’s new NIL Exchange — today’s Next Move highlights how technology, regulation, and institutional partnerships are reshaping sponsorship

From Enterprise’s NHL renewal to Vanda’s pharma patch play, today’s Next Move explores how brands are pushing boundaries in category, gender equity, and activation depth across sport.

From Love’s new retail media network to BodyArmor’s Canadian expansion, today’s edition explores how brands are using data, storytelling, and regional relevance to redefine the sponsorship landscape.

From AT&T’s NCAA renewal to Heineken’s UWCL extension, this week’s sponsorship landscape shows why category expansion, long-term commitments, and experiential plays define brand success in 2025.