The Next Move — October 10, 2025
Strategic insights for brands, properties & sponsorship evolution.
Today’s Spotlight: Tech Integration, NIL Infrastructure & Emerging Categories
1/ Google Cloud partners with LA28 Olympics
Google Cloud has officially become a Founding Partner of the Los Angeles 2028 Olympic Games, offering AI, analytics, and fan data infrastructure.
→ Why it matters: Modern sponsorship has shifted from passive exposure to active operational integration, with tech partners playing a key role in shaping fan experience and controlling data ownership.
2/ UC San Diego Launches Triton NIL Exchange with Teamworks
UCSD Athletics has collaborated with Teamworks Influencer to introduce its own NIL exchange, enabling direct connections between athletes and brands.
→ Why it matters: Institutional NIL platforms are bridging the gap between student-athletes and brands. Agencies that effectively understand compliance integration will remain essential.
3/ Swyftx launches into New Zealand with its first crypto team sponsorship
Swyftx, a digital currency platform, became the sponsor of the New Zealand Warriors, making it the first crypto-related sponsorship in the country's professional sports.
→ Why it matters: Crypto and digital-first brands are gaining increased credibility in sports by engaging in responsible, localized sponsorships.
SponsorshipNext Take
Tech-driven partnerships lead the pack. Owning data and AI layers, such as Google Cloud’s LA28 deal, represents the new premium in the industry.
Institutions double as activation hubs. University-led NIL systems increase brand access, but they also depend on agency expertise for creative execution and measurement.
Regulation enables new verticals. As crypto sponsorships resume with increased oversight, new opportunities will emerge for fintech and digital identity brands.
Integration > Impression. Partnerships functioning within a property, rather than just around it, will succeed — including those involving cloud platforms and NIL systems.
Follow SponsorshipNext for daily insights into how brands, agencies, and properties are redefining modern sponsorship.