The Next Move — October 21, 2025
Strategic insights for brands, properties & sponsorship evolution.
1/ Tide returns to NASCAR with bold 2025 sponsorship
Tide has returned to NASCAR as the headline sponsor for the Phoenix Championship weekend, showcasing a striking car design, pit-road branding, and social content that aligns with the driver’s personal story.
→ Why it matters: Legacy brands returning to major properties evoke both nostalgia and strategic renewal. For sponsors, this offers an opportunity to combine their established reputation with new activation strategies.
2/ Unilever describes its “step-by-step” method for sports sponsorship
Unilever’s UK&I sports-sponsorship lead explains how the brand establishes partnerships for broader impact by combining global and local properties and focusing on cultural relevance rather than solely media metrics.
→ Why it matters: Sponsorship strategies are evolving from short-term blitz campaigns to long-term, purpose-driven plans. Brands focus on authentic engagement and steady growth through well-developed, sustainable playbooks.
3/ Repsol to become official partner of MotoGP lines in 2026
Repsol will join MotoGP as a partner in 2026, providing official lubricant status for Moto2™ and Moto3™, and becoming the title sponsor for a Grand Prix event.
→ Why it matters: The involvement of non-endemic brands in sport properties through operational roles—beyond just branding—indicates that sponsorship is shifting towards performance and product differentiation.
SponsorshipNext Take
Legacy brands can reinvent through sport. Tide’s comeback to NASCAR demonstrates how brands can re-enter sports with credibility and renewed relevance.
Scale means strategy, not spend. Unilever’s strategic approach demonstrates that successful sponsorships develop gradually through increasingly relevant engagement.
Operational partnership = new entry path. Repsol’s involvement in MotoGP shows that sponsorship goes beyond mere exposure; it involves product integration and technical collaboration.
Follow SponsorshipNext for daily insights into how brands, agencies & properties are redefining modern sponsorship.