PRO SOCCER USA's Emily Olsen noted among the 17,418 people in the crowd Saturday for the NWSL Reign FC-Washington Spirit match were "representatives from about 25 Fortune 500 companies" that Spirit Majority Owner Steve Baldwin "hopes to turn into league sponsors." Baldwin "already worked out one of the Spirit’s biggest sponsorships" in a deal with Geico. He said, "There is an incredible opportunity for a brand to become the title sponsor of this league. I will not rest until we find that partner that steps up and does that deal" (PROSOCCERUSA.com, 9/16).
REVOLUTIONARY ZEEL: Venus Williams is "continuing her wellness investing streak with an investment in Zeel, an on-demand massage business." As part of the deal, Williams is joining the company’s BOD and will "help Zeel roll its sports stretching and massage offerings deeper into the professional athlete community." The Zeel deal "comes a few months after Williams invested in personal-care line Asutra, where she became chief brand officer." At Zeel, Williams will "help the business integrate further with big sports organizations" like the NFL, NBA and USTA (WWD.com, 9/17).
STEEL RESOLVE: The Penguins have "partnered with Ford to make the F-150 the official truck of the team." The partnership was "announced jointly by the team and Neighborhood Ford Store" (BIZJOURNALS.com, 9/16).