Commercial sponsorship is becoming an increasingly important source of revenue for college athletics Since the landmark House v. NCAA settlement took effect in July 2025, participating Division I schools have been able to provide roughly $20.5 million in direct payments and other benefits to athletes in the first year, adding […]

The brands that navigate renewals most successfully are the ones that start well before the deadline. The contract looked strong when you signed it. The venue was the right fit, the category was protected, and the fee made sense relative to what the market was doing at the time. That […]

Sponsorship is a dynamic process that unfolds in stages, from initial conception to potential renewal. Understanding this lifecycle is crucial for maximizing the benefits of a partnership. The journey begins with identifying clear objectives for the brand and the property. Once goals are defined, the search for a compatible partner […]