Sports Industry Contract Updates for the Beginning of September

Gone are the days where stadiums are named after lawyers and uniforms are so pristine they can’t even be bothered to include players’ names.* As summer comes to a close, partnership deals ramp up. The surge in popularity of women’s sports expands the field for potential sponsorship opportunities, and the Golden State Valkyries and Washington Spirit have not hesitated to seize the opportunity. The Leafs remind us that business doesn’t always have to be so serious.

1. Carolina Hurricanes and Lenovo sign a 10-year partnership deal.

   • The Hurricanes' stadium will be renamed the Lenovo Center and Lenovo will be the official technology partner of the hurricanes.

   • NHL

2. MLB partners with workwear maker Strauss, making it the "Official Workwear Partner of MLB."

   • The revenue from this multi-year partnership will be spread across all 30 MLB clubs.

   • As part of the sponsorship deal, the Strauss name will appear on Minor League Baseball helmets, as well as on helmets during games played in Europe, beginning in the 2024 post-season.

   • Forbes

3. Bank of America becomes a "Champion Partner" of The Masters.

   • The Augusta National Golf Club has not disclosed any financial details or the length of the partnership.

   • Sports Business Journal

4. The Golden State Valkyries sign JPMorgan Chase as their first jersey sponsor.

   • The WNBA expansion team will enter the league in 2025 and its home arena will be the Chase Center, the current home of the Golden State Warriors.

   • Sportico

5. The NWSL's Washington Spirit partner with Fanatics Sportsbook, making Fanatics the Spirit's first official betting partner.

   • This is Fanatics' first sponsorship of a professional women's sports team.

   • Sportico

6. The Toronto Maple Leafs make Oreo their official helmet sponsor.

   • This partnership aligns well with the Leaf's sweater sponsor, the Dairy Farmers of Ontario.

   • Hockey News

*Of course with the notable exception of the preeminent AL East front-runner.

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