The Next Move — October 8, 2025
Today’s Moves To Watch
Love’s launches its own media network
Love’s Travel Stops introduced Love’s Media Group, a retail media network spanning its 662 locations. This platform provides brands with opportunities to advertise through in-store displays, pump media, app inventory, and loyalty data, all targeting travellers and professional drivers.
→ Why it matters: Physical assets such as gas stations and convenience stores are increasingly serving as media channels. This provides sponsors with more opportunities for omnichannel brand activation through additional touchpoints.Cint + Affinity Solutions partner to improve outcomes measurement
Market intelligence company Cint and insights provider Affinity Solutions have formed a strategic partnership to connect survey data with actual consumer purchasing behavior, allowing for more outcome-focused measurement in campaigns.
→ Why it matters: Demonstrating impact in sponsorships is often challenging. Tools that link activation to actual consumer behaviour will be essential in sponsorship proposals.Keely’s Camp runs “Girl On Fire” sponsorship contest for female skiers
Keely’s Camp announced its yearly “Girl On Fire” sponsorship contest, featuring brands like Blizzard, Tecnica, and Shred, to help one female skier aged 11–17 gain gear and exposure.
→ Why it matters: Micro-sponsorships and community programs are evolving creatively. They are inexpensive and rich in storytelling. Brands seeking authenticity or grassroots engagement should pay attention to these.NBA Warriors ink multi-year sponsorship with Carta
The Golden State Warriors entered into a three-year agreement with the equity management platform Carta.
→ Why it matters: When technology and financial platforms collaborate in sports, it indicates that non-endemic industries view athlete and team audiences as valuable assets, rather than just casual sponsorship opportunities.BodyArmor rolls out “Choose Better” campaign in Canada
BodyArmor has introduced a new campaign in Canada called “Choose Better,” starring Connor McDavid and Vladimir Guerrero Jr. This launch coincides with the beginning of the NHL season and helps strengthen the brand's presence in official sports marketing.
Why it matters: Brands that emphasize athlete collaborations demonstrate that the “healthy / functional beverage” sector continues to seek distinctiveness. Incorporating local stars, especially in markets like Canada, also plays a key role in strengthening regional brand presence.
SponsorshipNext Take
Based on today’s moves, here’s the pattern and the runway for brands' properties:
Retail assets = media assets. Love’s New Media Group serves as a reminder that every physical footprint can be monetized with proper planning.
Measurement is becoming a differentiator. The Cint + Affinity move demonstrates that connecting activation to outcomes is now essential.
Narrative over scale. Micro activations such as Girl On Fire provide meaningful stories and PR benefits beyond simple impressions.
Brand + tech convergence. Fintech and SaaS brands such as Carta entering the sports industry indicate that new verticals are betting on the influence of fandom.
Regional relevance is key. Local market activations, such as those by BodyArmor Canada, often achieve a more effective impact compared to global campaigns.
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