The Florida Panthers agreed to a multiyear partnership with Hard Rock Digital to engage fans on its Hard Rock Bet sports betting platform and in-person at Amerant Bank Arena. This marks the first partnership in this category for the Panthers (Panthers).
Harvey's signed a Canadian partnership with the NHL, naming the Canadian burger brand the Official Hamburger of the NHL in Canada (Harvey's).
Cracker Jack has partnered with Baseball HOFer Dave Winfield to launch “Cracker Jack at the Ballpark” in the Baseball HOF. The exhibit follows a timeline of Cracker Jack moments connected to baseball from as early as 1914 and features baseball cards, collectibles, signed memorabilia and even a replica of the original hand-written lyrics to “Take Me Out to the Ball Game" (Cracker Jack).
e.l.f. Beauty is expanding its partnership with professional race car driver Katherine Legge to become the first beauty brand to serve as a primary sponsor of an entry in the Indianapolis 500 (e.l.f. Beauty).
The Curling Group will assume ownership and operations of the Grand Slam of Curling from Sportsnet after the conclusion of this season, with Sportsnet continuing as the exclusive Canadian broadcaster of the series (The Curling Group).
Univ. of Central Missouri Athletics and Taymar Sales U. have signed a multiyear agreement for the firm to handle sponsorship and multimedia sales along with outbound ticket sales and operations (Taymar Sales U.).
