As the weather warms and baseball returns, Sport Clips Haircuts is giving fans a new way to celebrate. The brand is introducing limited-edition Playmaker Scents, inspired by "America's pastime" and created in partnership with Rawlings® Sporting Goods, a name synonymous with the sport. The scents transform a routine haircut into a seasonal grooming experience that captures the energy, nostalgia, and excitement of spring baseball. The Playmaker Scents are available e

IBM and the Masters Tournament today announced new and enhanced digital fan features now available on the award-winning Masters digital platforms. The watsonx AI-powered capabilities – the latest in a 30-year collaboration between IBM and the Masters – are designed to bring the rich history and on-course excitement of the Tournament to life for millions of golf fans around the world. Introducing Masters Vault Search with watsonx The Masters Vau

Salty's Water Sports, the premier boat and jet ski rental company on Florida's Treasure Coast, today announced the expansion of its rental fleet and guided tour operations across its six regional locations. As the only official Sea-Doo partner on the East Coast of the United States and a proud member of BRP's Uncharted Society, the family-owned company is setting a new standard for safety, equipment quality, and customer experience in the Florida watersports industry. Th

Real American Beer (RAB), one of the fastest-growing beer brands in the country, today announced its expansion into Iowa — a state with one of the deepest wrestling traditions in America. The move is a direct extension of the brand’s partnership with Real American Freestyle (RAF), the unscripted professional freestyle wrestling league where Real American Beer serves as the official beer. Wrestling in Iowa is generational — embedded in high school gyms, college prog

Evolv Technologies Holdings, Inc. a leading security technology company pioneering AI-based solutions designed to create safer experiences, today announced that it has renewed its Evolv Express® subscription agreement with the National Football League’s Tennessee Titans, one of the company’s earliest customers in professional football. The renewal will update Nissan Stadium’s 17 systems to Express Gen2, the latest version of the company’s flagship product, and cove

Six Flags Entertainment Corporation today announced a new strategic partnership with NFL legend and three-time Super Bowl champion Travis Kelce, under which he will serve as a brand ambassador for North America’s largest regional amusement park operator. The partnership unites one of the NFL’s most dynamic and influential personalities with Six Flags’ mission to provide its guests with the best in thrills and family entertainment. Over the course of 2026, Kelce wil

Symmetry Sports Construction, a trusted AstroTurf distributor and field builder, has completed a new AstroTurf® 3DM 60 installation at Abilene Christian University, providing ACU with a modern, high-performance field built to deliver elite performance season after season. The project reinforces Symmetry's footprint across the state and its reputation for executing complex athletic installations with precision and accountability. With a strong track record throughout Texas, S

The Pro Cheer League presented by Varsity Spirit — the first professional organization for elite cheer athletes ages 18+ — has signed European Wax Center as the Official Wax Partner of its inaugural season, featuring them at league events, digital platforms, and fan activations. This new sponsorship combines European Wax Center's long‑standing focus on confidence, empowerment, and helping individuals feel their best with the Pro Cheer League's desire to help athletes, fa

Baseball and softball season is almost in full swing, and sports technology company Ember Sports is stepping up to the plate to launch its mobile-first training platform that puts professional-level analytics and affordable training tools into the hands of players and coaches nationwide. Backed by former MLB players and coaches such as Brady Clark and Damon Mashore, the Ember Hitting Analyzer and Ember Pitching Analyzer are redefining the landscape of baseball and softball training, this time

ASTOUND Group today announced two leadership appointments that strengthen its ability to deliver sponsor activations that drive measurable ROI across stadiums, arenas, and live sports events. The company has appointed Karim Wazani as Head of Sports and promoted Brittany Castle to Senior Vice President, Client Partnerships. The moves position ASTOUND to help brands and teams turn sponsorship agreements into fan experiences that actually move the needle. From permanent venue integrati