The Next Move — October 16, 2025
Strategic insights for brands, properties & partners driving the business of sport.
Today’s Spotlight: Content Ownership, Community Renewal & Talent Pipeline Plays
1/ Omaha Productions x FanDuel form a creative partnership
Omaha Productions and FanDuel Sports Network established Main Street Sports Productions, a collaborative content studio dedicated to original sports programming on digital and streaming platforms.
→ Why it matters: Sponsors and networks that co-own content are more than just “advertisers” — they become storytellers. By controlling creative direction and distribution, they enhance their brand voice and influence among fans ecosystems.
2/ Midco extends title sponsorship of Sioux Falls Aquatic Center
Midco has extended its title sponsorship for the Midco Aquatic Center until 2035, establishing a 20-year local partnership.
→ Why it matters: Hyperlocal sponsorships are resilient during recessions. When executed effectively, they foster strong emotional bonds with communities—where loyalty, rather than reach, determines ROI.
3/ Milton CAT becomes the presenting sponsor of UMass–Buffalo “Flagship Cup”
Milton CAT was named the presenting sponsor of the Flagship Cup, introducing the new rivalry series between UMass and Buffalo.
→ Why it matters: Presenting rights provide more than just visibility—they give the holder ownership of the story. Brands that secure event naming rights early can develop cohesive creative campaigns centered on rivalry and loyalty.
4/ Oceanman Miami partners with Neversecond for performance fueling
Neversecond became Oceanman Miami's official fueling and hydration partner, promoting athlete performance and education.
→ Why it matters: Functional partnerships are the most genuine forms of integration — when a brand supports athletes in performing rather than just promoting, it gains credibility and narrative relevance.
5/ GameAbove Sports launches Italy scholarship program
GameAbove Sports, in partnership with H-FARM Sports Academy, launched a scholarship program for promising Italian soccer players.
→ Why it matters: Talent-development sponsorships are investments that span the long term. Providing support early on helps build loyalty and influence, especially as these athletes gain maximum visibility.
SponsorshipNext Take
1. Brand + content = creative leverage. The Omaha × FanDuel partnership illustrates that the most valuable sponsorships today are media ownership opportunities. Instead of merely appearing in content, organizations should focus on helping to produce it.
2. Regional consistency beats national churn. Midco’s renewal demonstrates that brands can lead markets through sustained consistency. Local brands can be just as influential as global ones when owned over the long term.
3. Naming rights as narrative tools. Milton CAT’s “Flagship Cup” demonstrates that presenting sponsorships are more than just decorative; they serve as storytelling tools that highlight rivalry, tradition, and fan passion.
4. Solve problems, not impressions. Neversecond’s partnership, driven by performance, demonstrates that sponsorship feels genuine when it aligns with athlete success.
5. Sponsorship as talent cultivation. GameAbove Sports is focusing on the long term—partnering with future stars early, when loyalty is established rather than bought.
Follow SponsorshipNext for daily insights on how brands, agencies, and properties are redefining modern sponsorship.