Sports Industry Contract Updates for the End of February

The NFL season may be over, but Formula 1 is gearing up for its season (which opens the weekend of March 14th) - the motorsport welcomes a brand new brand name partner for its Monaco grand prix. And the NWSL ramps up its sponsorship deals as it also prepares to kick off its season the weekend of March 14th.

• Tom Brady buys 50% stake in CardVault.

  • The Boston-based sports card and collectables company will now be called "CardVault by Tom Brady".

  • The Athletic

• The official time partner of Formula 1, TAG Heuer, becomes the first ever title partner of the Monaco Grand Prix.

  • Formula 1

• Gotham FC partners with Dove to support girls in sports and promote ways for young female athletes to stay in sports.

  • The Dove logo will be featured on the back of the Gotham FC kits.

  • Gotham FC

• The NWSL partners with Overtime to produce Gen-Z focused content.

  • NWSL

• The Portland Thorns sign a partnership deal with Ring.

  • The Ring logo will be featured on the front of the Portland kits.

  • This deal is reportedly the highest valued jersey deal in NWSL history.

  • Sportico

• Lewis Hamilton signs with lululemon as brand ambassador.

  • Hamilton will work with lululemon's innovation, design and development teams to assist with future product development.

  • Sports Illustrated

Kirsten Flicker is a graduate of Fordham University School of Law from the class of 2021. She can be found on LinkedIn here.