The Next Move — October 14, 2025
Strategic insights for brands, properties & partners driving the business of sport.
🔍 Today’s Moves to Watch
1️⃣ Iowa State and Learfield sign long-term partnership through 2038
Iowa State Athletics extended its relationship with Learfield for another 13 years, covering media rights, content creation, NIL marketing, and new digital products.
→ Why it matters: Universities are now negotiating like leagues — prioritizing multi-decade content ecosystems, not short-term media buys. Long-range deals like this give brands a sandbox to build IP, test platforms, and connect directly with student-athlete audiences.
2️⃣ Adidas extends Euroleague Basketball deal through 2029
Adidas renewed its partnership with Euroleague Basketball for four more seasons, expanding youth development programs, digital activations, and player storytelling.
→ Why it matters: Renewals aren’t maintenance anymore — they’re re-launches. This shows how global brands are using extensions to reset creative direction, experiment with regional content, and invest in grassroots pipelines instead of just logo visibility.
3️⃣ Allstate becomes title sponsor for Big Ten women’s Olympic sports
Allstate and the Big Ten Conference announced a landmark deal spanning 12 women’s Olympic sports, including cross-platform content and community programming.
→ Why it matters: The scale here changes the economics of women’s sport. Instead of buying individual events, Allstate is buying an entire category narrative — insurance as protection, reliability, and visibility across every touchpoint of women’s athletics.
4️⃣ HCLTech–MetLife Stadium partnership valued at $247 M
HCLTech’s integration with MetLife Stadium has been valued at $247 million in brand impact, thanks to hospitality innovation and visible tech deployment.
→ Why it matters: Stadium naming and tech rights are converging. Brands are no longer choosing between hospitality or infrastructure — they’re claiming both. The stadium has become a live proof-of-concept for B2B storytelling.
🧠 SponsorshipNext Take
🏫 1. Universities are the new sports networks.
Institutional partnerships like Iowa State–Learfield aren’t about broadcast slots — they’re about owning content rights, athlete data, and storytelling infrastructure at scale.
👟 2. Renewals are rebrands in disguise.
When a global brand renews, it’s a second debut. The smartest sponsors use the moment to modernize creative tone, tech, and fan relevance.
♀️ 3. Category ownership beats campaign presence.
Allstate’s Big Ten play isn’t an ad buy — it’s an ecosystem investment. Future category winners will think in league-wide narratives, not one-off spots.
🏟️ 4. Venues are evolving into B2B showrooms.
HCLTech’s partnership illustrates how physical sponsorships can double as enterprise case studies — turning exposure into pipeline growth.
Follow SponsorshipNext for daily insights on how brands, agencies, and properties are redefining sponsorship in 2025 and beyond.