From Flau’jae to Prime Hydration: Sports’ Biggest Deals and Star Moves - 31.3.25

MassMutual has unveiled a March Madness campaign featuring athletes like LSU's Flau’jae Johnson and NWSL's Christen Press which highlights their tournament achievements, as detailed by Adweek. Colleges are increasingly partnering with local breweries to create signature beers for fan engagement; for example, Marquette University has collaborated with Third Space Brewing for Marquette Golden Ale, noted by USA Today. Duke University has expressed concern over HBO's "The White Lotus" for unauthorized use of its trademark involving a character in a Duke T-shirt, according to Deadline. UConn guard Paige Bueckers has become the highest-earning female college athlete, with projected earnings of $1.4 million for the 2024-25 season due to lucrative NIL deals, as reported by Forbes. Mater Dei High School in California has made history with a 10-year multimedia rights deal valued at about $1 million annually with Playfly Sports, marking a significant achievement for high school sports in the U.S., according to the Los Angeles Times. Prime Hydration is now the official sports drink supplier for Arsenal FC, expanding the brand's sponsorship portfolio, reported by The Guardian.

In sports business news today, the International Skating Union is launching its “Vision 2030” initiative to modernize figure skating with enhancements aimed at boosting fan engagement, per Sports Illustrated. Viewership for the 2025 Women’s March Madness has dropped by 22% compared to 2024, largely due to the absence of standout player Caitlin Clark. England football captain Harry Kane has invested in the premium ticketing platform Seat Unique, which has seen its sales double and aims to enter international markets, including Germany, according to Sky Sports. Rio Ferdinand is contemplating leaving TNT Sports after 12 years, with potential new opportunities in U.S. broadcasting as World Cup 2026 nears, as reported by The Telegraph. However, the average audience for the Women's March Madness remains significantly higher than in previous years, marking the second-best opening round in women's basketball history, ESPN notes. In stadium food trends, White Sox fans are keen on the $15 Campfire Milkshake, which has gained immense popularity this season, shared by ESPN. Additionally, Italian start-up Radical Storage is tapping into digital innovation by offering global baggage storage solutions, indicating a positive trajectory for tech startups in Italy post-pandemic, reported by TechCrunch.
Learn more about your ad choices. Visit megaphone.fm/adchoices