The Next Move — October 9, 2025
Strategic insights for brands, properties & sponsorship evolution
Today’s Moves To Watch
1/ Enterprise renews its NHL/NHLPA sponsorship
Enterprise has renewed its long-term partnership as the official rental car supplier for the NHL and NHLPA through a new multi-year agreement.
→ Why it matters: Renewal demonstrates that legacy brands aim to remain strongly connected to sport infrastructure rather than just engaging in surface branding. It also highlights how long-term consistency in high-visibility properties adds value.
2/ Vanda enters NHL with patch sponsorship & arena partnership
Vanda Pharmaceuticals was the first pharmaceutical company to secure a jersey patch sponsorship in the NHL, partnering with the Islanders. Additionally, it established a naming and branding agreement for DC’s arena operations.
→ Why it matters: This move paves the way for non-endemic categories in league branding, indicating that regulated industries will enter sports through innovative activation strategies and strict adherence to compliance.
3/ Olly leans into women’s sport with Valkyries partnership
Olly, a vitamin and wellness brand, teamed up with the Golden State Valkyries, a WNBA expansion team. Throughout the season, they organized major activation nights, community events, and innovative branding collaborations.
→ Why it matters: Sponsors are increasingly viewing women’s sport as more than just a charitable effort—they see it as a profitable, highly engaging opportunity. The Valkyries example demonstrates that authenticity combined with shared values can drive success.
4/ Coca-Cola powers women’s cricket & multi-brand activations
Coca-Cola India supports the ICC Women’s World Cup through dual-brand campaigns (Thums Up XForce + BodyArmor Lyte ORS) and BBL franchise activation, highlighting how leading brands are investing in women’s cricket.
→ Why it matters: Global brands are increasingly investing in franchises, tournaments, and talent. Women’s sports are now a key component of brand strategies, not just a secondary consideration.
SponsorshipNext Take
Renewals matter — they show confidence. Enterprise’s extension indicates that core brands continue to recognize long-term value in remaining involved.
New categories break barriers. Vanda’s pharma patch demonstrates that both regulated and atypical sectors recognize opportunities in sports branding — provided it is approached carefully.
Women’s sport is not fringe — it’s mainstream. With Olly and Coca-Cola’s initiatives, brands are increasingly recognizing women’s sports as a key area for strategic growth.
Layered activation wins. The most engaging sponsorships nowadays go beyond just logos — they integrate into media, community efforts, and multi-channel narratives.
Follow SponsorshipNext for daily insights on how brands, agencies, and properties are redefining the sponsorship landscape.