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Sponsorships

The WNBA is bringing in more sponsors. Will that be enough of an assist for more viewers?

by Andy Uhler
May 6, 2022
The league opens Friday with a record 38 sponsors.
A WNBA basketball.
Ronald Martinez/Getty Images
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How lucrative is ice skating?

by Janet Nguyen
Feb 18, 2022
For top skaters, endorsement deals can be worth millions.
Nathan Chen earned at least $1 million from his sponsors in the year leading up to the Beijing Games, according to Forbes.
Matthew Stockman/Getty Images
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How the NBA jersey patch became a billboard for advertisers

by Janet Nguyen
Sep 24, 2021
Basketball teams have struck lucrative deals to feature company logos on players' uniforms.
Aaron Nesmith of the Boston Celtics guards Bol Bol of the Denver Nuggets during the 2021 NBA Summer League. The logo of Vistaprint, the Celtics' patch partner, is featured on Nesmith's jersey.
Ethan Miller/Getty Images
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Gymnast Simone Biles leaves Nike for Athleta

by Erika Beras
Apr 23, 2021
The Olympic gold medalist's move to the smaller activewear company focused on women may be a sign of new standards for sponsorships.
Athleta provides a platform that aligns with Simone Biles' priorities, like advocating for women in sports.
Laurence Griffiths/Getty Images
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Pepsi comes to Coke's hometown of Atlanta for the Super Bowl

by Susanna Capelouto
Feb 1, 2019
Pepsi is on Coke's home turf.
The Super Bowl is being held in Atlanta this year, which is the hometown of Coca Cola, but Pepsi is an official sponsor of the game.
George Frey/Getty Images
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Qatar, Uber, Exelon are fellow travelers in funding game night rides home on D.C. Metro

by Aaron Schrank
May 24, 2018
The Washington Capitals are headed to the Stanley Cup finals and the team’s fans have sponsors to help them catch a ride home. Because Washington, D.C.’s metro system usually shuts down at 11:30 pm, some interesting public-private partnerships are evolving to fund late night service. Click the audio player above to hear the full story. 
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Rejuvenated Tiger Woods makes the golf economy hum

by Andy Uhler
Apr 3, 2018
After a string of well-publicized personal struggles including infidelity, DUI, addiction and rehab, not to mention four back surgeries in three years, Tiger Woods is back and playing pretty well. And when Tiger Woods is good, things are good in golf. TV ratings pick up, sponsors get happy and it all adds up to a […]
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