Aug 2021 staff moves and sports business industry news in one spot — updated as they happen, so make sure you check back regularly.



Aug 3, 2021

Pegula Sports & Entertainment unveils Skrewball Peanut Butter Whiskey as the Official Whiskey of the Buffalo Bills. Assets include signage and special Skrewball branded bars in Highmark Stadium‘s Toyota Club and Pepsi Club serving Skrewball-inspired cocktails.

  • Also on Aug 25, 2021, PSE and the team announce a multi-year extension with Crunch Fitness as an Official Partner of the Bills. Crunch Fitness locations will offer members and fans opportunities to win Bills tickets and Bills Store gift cards as well as exclusive experiences such as tours of the ADPRO Sports Training Center, on-field passes and autographed merchandise. In addition, the Crunch marketing team appears at the team’s “Billevard” before every home game this season, with tailgating activities and giveaways.



Nexgrill, a manufacturer of outdoor cooking and heating products, and PBR (Professional Bull Riders) announce a partnership with Nexgrill becoming the official and exclusive grill of the PBR Pendleton Whisky Velocity Tour. Assets include “prominent” arena signage, activation spaces in concourses at Velocity Tour events and “custom campaigns featured across both brands’ digital and social media properties.” The deal is Nexgrill’s primary sports sponsorship.




Aug 4, 2021

University at Buffalo Athletics and Original Pizza Logs announce a new multi-year relationship that marks the first-of-its kind sponsorship in college sports for the Sanborn, NY-based company. Original Pizza Logs’ products will be sold at all UB Athletics concessions. Of special note, a portion of all sales proceeds will be donated to WNY Heroes Little Heroes program. Original Pizza Logs then will match that total. In addition, Original Pizza Logs will become the “Official Finger Food of UB Athletics” and receive visibility via UB Athletics’ digital, in-game promotion and signage throughout the agreement term. Bulls Sports Properties, UB Athletics’ multimedia rightsholder and locally-based Learfield team, secured the partnership.


Aug 10, 2021

National Women’s Soccer League (NWSL) announces a multi-season partnership with Sport Buff, a London-based sports broadcast and media fan engagement and gamification company, covering all NWSL Twitch global games throughout the 2021-22 NWSL seasons.



Aug 13, 2021

Miami Dolphins make two sponsorship announcements:

  1. Lexus (Lexus Southern Area) has inked a multi-year naming rights partnership with Lexus as the Official Luxury Vehicle of the Dolphins and Hard Rock Stadium. In addition, the carmaker gains naming rights to the Lexus North Sideline Club where it will “elevate the in-game experience for current and potential Lexus owners.” The partnership includes support of the Dolphins Challenge Cancer.
  2. Pollo Tropical has signed a three-year agreement that includes in-game, in-market and community service events starting with the 2021 season. Pollo Tropical also gains the designation of “Official Pollo of the Miami Dolphins.”



Aug 24, 2021

In response to the SEC taking two members of the Big-12 (the Universities of Oklahoma and Texas), the commissioners of the ACC, Big Ten and Pac-12 together announce “an historic alliance that will bring 41 world-class institutions together on a collaborative approach surrounding the future evolution of college athletics and scheduling.





McDonald’s tabs Tariq Hassan as U.S. Chief Marketing & Digital Customer Experience Officer, from CMO at Petco. Hassan replaces Morgan Flatley who has been elevated to Global CMO, replacing Alistair Macrow, who becomes CEO, U.K. & Ireland.





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Header screenshot via Pac-12 Network of ACC, Big Ten and Pac-12 Conference Alliance
Updated: Sep 1, 2021