Sports Industry Contract Updates for mid-October

Between NFL starting at 9:30am and an unforgettable MLB playoffs, who has the time to keep up with all the deals flying around the sports industry? As Tom Brady takes a monumental step towards Las Vegas, becoming only the third former NFL player to be an NFL team owner, James Dolan decides Vegas isn't enough and expands his empire to Abu Dhabi. And while Ohtani and Soto are gearing up for a bi-coastal World Series, NBA stars Brunson and Haliburton are gearing up for the start of the NBA season - with new shoes and energy drinks.

1. Tyrese Haliburton signs a multi-year shoe deal with Puma.

   • The deal will allegedly make Haliburton the face of the brand.

   • Bleacher Report

2. The NBA and apparel brand Rhone enter a multi-year international marketing partnership.

   • The partnership intends to promote physical and mental well-being. Kevin Love, long-time champion of prioritizing mental health, will serve as brand ambassador.

   • NBA

3. Tom Brady becomes minority owner of the Las Vegas Raiders.

   • CNN

4. Sphere to open second location in Abu Dhabi.

   • The Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi) will reportedly pay Sphere Entertainment a franchise initiation fee for the right to use the Sphere's proprietary designs and IP. DCT Abu Dhabi will then pay an annual fee for ongoing use of Sphere Entertainment's IP and technology.

   • Sportico

5. Relatedly, Experience Abu Dhabi will become a global marketing partner of the Knicks beginning in the 2024-2025 season. Knicks jerseys will feature Experience Abu Dhabi patches.

   • James Dolan owns both Sphere Entertainment and the Knicks, making this a monumental season for his relationship with Abu Dhabi.

   • NBA

6. FIFA names Lenovo its official technology partner ahead of the 2026 Men's World Cup and 2027 Women's World Cup.

   • Sports Pro Media

7. Genius Sports and LA Rams partner to provide fans in SoFi Stadium real-time data.

   • Genius will provide Next Gen Stats throughout games, such as player locations and time for the quarterback to throw.

   • Genius Sports

8. Jalen Brunson signs endorsement deal with BodyArmor.

   • Gatorade competitor BodyArmor now partners with two star professional basketball players in the NYC area - Jalen Brunson of the New York Knicks and Sabrina Ionescu of the New York Liberty.

   • Sportico

9. Harris Blitzer Sports & Entertainment and Campbell Soup Company sign multi-year marketing partnership.

   • Campbell's will accordingly be an official partner of the Philadelphia 76ers (NBA), the Washington Commanders (NFL), the New Jersey Devils (NHL), the Prudential Center and Joe Gibbs Racing (NASCAR). Financial terms were not disclosed.

   • Campbell's

   
   
   
   

   Kirsten Flicker is a graduate of Fordham University School of Law from the class of 2021. She can be found on LinkedIn here.