Scott Thompson

Chicago Cubs third baseman Alex Bregman invested in Throne SPORT COFFEE, joining Patrick Mahomes and Breanna Stewart ahead of MLB Opening Day.

Baseball legend Ken Griffey Jr. has been named Primo Brands' first-ever "CEO of H2O," leading a national healthy hydration campaign tied to the 2026 MLB season.

IBM and the Masters Tournament introduced new AI-enable digital experiences, allowing fans to explore and consume the 90th edition of the iconic major championship.

The NFL made history with its first-ever condiment partner when Kraft Heinz signed a groundbreaking five-year deal bringing the food brand's beloved products to game day.

Michelle Wie West partnered with Ford to launch "Power Her Drive," a mentorship platform supporting LPGA rookies with business and personal development.

WNBA star Breanna Stewart became the first female athlete to partner with Throne SPORT COFFEE, joining Patrick Mahomes as brand ambassadors for the company.

Fanatics Games will return for this year's festival with a $1 million prize, and Tom Brady is set for a rematch against last year's fan champion.

BODYARMOR returned as the official NCAA sports drink, partnering with the Knicks' Jalen Brunson and LSU's Flau'Jae Johnson ahead of the 2026 March Madness tournament.

A T206 Honus Wagner baseball card in a family collection for 116 years was sold for $5.124 million at auction, becoming the third-most expensive ever for this specific card.