The Deal Board | Jul 24-31, 2026

Creator deals

• Tyla x Kate Spade New York — The artist becomes global brand ambassador, with a fall 2026 campaign spanning social content, in-store advertising and a Duo Mini bag tie-in. 1
• Álvaro Díaz x Toyota — Toyota is partnering with the Puerto Rican artist on exclusive artwork inspired by his album OMAKASE, built around music discovery and fan engagement. 2
• Melle van 't Wout x TradeZero — The Dutch Olympic short-track champion joins the broker as a global brand ambassador through 2030, with digital campaigns, appearances, social content and the Find Your Edge campaign. 3

Major sponsorships

• SoFi x Notre Dame Athletics — SoFi becomes the official financial services partner and the first non-apparel brand on all Fighting Irish uniform patches; the package also includes an annual fund, full-tuition scholarships and financial education. 4
• Jameson x NFL — The whiskey brand becomes the NFL's multiyear Official Spirits Sponsor, with rights around the Super Bowl Tailgate Concert, Super Bowl Experience, NFL Draft, four international games, broadcast, digital and social. 5
• Novig x New York Mets — Novig becomes the Mets' exclusive prediction market partner and the first MLB club sponsor in the category, with ballpark, broadcast, digital and social activations planned. 6
• Timberland PRO x NASCAR — The brand becomes Official Protective Footwear and Official Safety Toe Partner, pairing track-worker equipment with content, signage, at-track activations and a campaign launching Aug. 3. 7
• Verdadero x Texas Longhorns — The Austin tequila brand signs a multiyear, cross-campus package covering Texas Athletics, Texas Exes, Moody Center and Texas Performing Arts, with hospitality and branded-bar rights. 8