The Next Move — October 7, 2025
Recent Moves to Watch
1/ AT&T renews as NCAA “Corporate Champion”
AT&T has renewed its multi-year partnership with the NCAA, maintaining exposure during March Madness, the College Football Playoff, and NIL-related activities.
→ Why it matters: Renewals like this emphasize the importance of institutional sponsorships that provide brands with continuous access to athlete stories and event content—essential in a time when fan loyalty is scattered across multiple platforms.
2/ CeraVe enters the NBA as its first skincare partner
L’Oréal-owned brand becomes the NBA’s first official partner for skincare and haircare, engaging through in-arena content, digital stories, and wellness community events.
→ Why it matters: The lines between wellness, self-care, and lifestyle are merging with sports more quickly than before. This highlights how properties can create new categories—developing fresh verticals that reflect cultural shifts rather than waiting for traditional sponsors.
3/ Chevrolet signs on as the presenting sponsor of IROC
Chevrolet is now the presenting sponsor of the revived International Race of Champions (IROC), highlighting its motorsport heritage and using nostalgia to connect with a younger audience.
→ Why it matters: “Presenting” rights indicate a more embedded brand presence—giving Chevrolet control over creative content, hospitality setups, and co-branded narratives. These higher-tier sponsorships are where return on investment truly multiplies.
4/ Heineken renews UEFA Women’s Champions League through 2030
Heineken extended its partnerships for the UEFA Women’s Champions League and Women’s Euro through 2030, highlighting audience growth and impressive commercial results.
→ Why it’s significant: Women’s sports have shifted from a “test-and-learn” approach to a focus on “invest-and-scale.” The long-term renewals show that brands now see women’s sports as a reliable, global intellectual property.
5/ Experiential returns to the front of the playbook
Recent event data (AdAge, October 2025) indicates a 27% year-over-year growth in brand investment in live and hybrid activations, driven by audiences seeking human connection after pandemic fatigue.
→ Why it matters: For brands, experience has become a vital media channel. Properties need to provide measurable engagement and data collection to justify the increasing costs associated with maintaining a physical presence.
SponsorshipNext Take
Five clear patterns have emerged from this week’s developments:
1. Infrastructure is becoming a key differentiator.
Legacy brands are focusing on scalable partnerships that include content pipelines, NIL integrations, and fan data ecosystems.
2. Expansion into new categories drives growth.
Non-traditional entrants such as CeraVe, wellness, CPG, and tech demonstrate that sports can accommodate nearly any vertical, provided the storytelling aligns.
3. The hierarchy of rights is shifting.
Roles like “Presenting” or “powered by” are no longer just vanity labels—they now offer significant creative and operational influence.
4. Women’s properties are now a mainstream business.
Long-term renewals confirm that the return on investment is evident; brands that delay their entry will incur higher costs later.
5. Experience serves as valuable currency.
Hospitality, community engagement, and live activations are resurging as the most effective ways to foster loyalty amidst digital fatigue.
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