Rec Sports

Adidas extends deal with Women’s National Football Conference

Published

9 hours ago

December 8, 2025

Adidas’s early history is in international football, but in recent years, the brand has been throwing its weight behind American football—women’s tackle football, to be exact.

That is now set to continue. Adidas, which was one of the first sponsors of the Women’s National Football Conference (WNFC) during its inaugural season in 2019, is re-upping its deal with the league through 2028, WNFC founder and CEO Odessa Jenkins exclusively told Marketing Brew.

The relationship has been integral to the growth of the young league by aligning it with a recognizable sports brand, Jenkins said.

“Having the three stripes on your jersey and on your warm-ups puts you in a global conversation when it comes to pro sports that not many leagues get to be in,” she said. “Right away, from a legitimacy standpoint, it stamps you.”

Women’s football is on the rise in the US and is set to find an even bigger stage when flag football makes its Olympic debut at LA28. The expanded deal between Adidas and the WNFC signals the potential for sustainable brand interest in the sport as organizations like the NFL continue to push for the growth of the women’s game.

More than a jersey

As part of the deal, Adidas will remain the exclusive uniform and on-field apparel provider of the WNFC for the next three years, with the brand continuing to outfit athletes across the 16 teams in the league. In addition, the expansion includes collaborations between the two organizations to help grow the sport from the youth level.

The WNFC works with young athletes through its nonprofit organization Got Her Back; under the terms of the renewed deal, Adidas will supply apparel and gear to those players, too.

Adidas is set to provide custom uniforms and gear to the Varsity Top 100 Girls Flag Championship Tournament, and the brand will also continue to support Got Her Back clinics with products, according to the WNFC. Furthermore, Adidas and the WNFC will work together on creating content highlighting women’s football players from youth athletes to stars of the sport in an effort to continue boosting its popularity.

The brand is also set to have a bigger presence at the WNFC’s championship and all-pro games, Jenkins said.

Players aren’t the only ones who can wear WNFC gear with the three stripes—fans of the league will have access to branded Adidas apparel, too, Jenkins added. That could serve the league well: Women’s sports fans across the board have been showing an increasing appetite for merch, including fans of the WNFC.

“We have a growing fan shop, we have a growing fanbase, and they want to buy more stuff,” she said. “The ability to have that be Adidas team branded stuff is a big part of the deal.”

Spiral effect

The presence of Adidas, a global, endemic sports brand partner, beginning in the WNFC’s first year has helped create a sense of legitimacy for the league with other potential sponsors, Jenkins said. While Adidas and sports equipment company Riddell were its first partners, brands including Dove and Dick’s Sporting Goods have formed relationships with the league in years since.

Heading into the 2026 season, sponsorship and ticket revenue remain integral, as are media rights; for now, WNFC games are available on Victory+, a free ad-supported streaming service, which Jenkins said is ideal for the league as it works to build a fanbase.

The 2025 IX Cup, the WNFC’s championship, aired on ESPN2 in June, marking the league’s first live TV match-up, according to Jenkins. An audience of about 150,000 tuned in, she told us, and it has since sparked “a lot of great conversations” about rights. In the meantime, social channels provide the league with another way to reach and engage “hundreds of millions of people a year,” she said.

Coupled with brand and broadcaster interest, Jenkins said she expects the rising hype around flag football to contribute to additional buy-in women’s tackle football.

“Women and girls are driving the growth of flag football when it comes to participation and popularity,” she said. “Because of that, it’s creating awareness, but acceptance as well for girls and women to play football, and that’s all tackle football needed.”

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A Cade Christmas: Cunningham gives back to Detroit youth

Published

37 minutes ago

December 9, 2025

Your Sports Nation

After winning back-to-back games on Friday and Saturday, Pistons guard Cade Cunningham spent his Sunday giving back to his community.

“This is special,” said Cunningham. “This is the cool part about doing what I get to do.”

Cunningham hosted “A Cade Christmas” in Detroit, providing holiday support, including a fully catered meal, brand new bicycles for every child, free gift-wrapping stations, along with grocery and gas cards for parents.

“You know, being in their shoes at one point, I always appreciated when people came back to talk to me or just getting to see people that I looked up to or admired,” said Cunningham.

“They don’t get to experience this,” attendee Kalaundra Hall said. “How often do they get to meet an NBA athlete? How often do they get to come out into the community? Some kids might not even be experiencing a Christmas, but they got to come here and get some things.”

Cade says that giving back to his community is something that has always been a priority.

“As a kid, I thought like once I make it one day, that is something I would love to do, so to be in those shoes now and to be real is still surreal,” said Cunningham. “Through the ups and downs, I’ve always had so much support being in Detroit. So being able to give back and support neighborhoods and communities around here means a lot.”

The kids seemed excited to interact with Cade and many showed their support by wearing his jersey.

“I think seeing them wear my jersey is some of the coolest things I could see,” said Cunningham.

The event was hosted in partnership with Give Merit, a Detroit-based youth organization that provides educational access and mentorship to underserved students.

“I think it’s super important for our students in the community to see someone who looks like them,” said Hall. “To see someone who can identify with them giving back. They need to see that. This month, we’re talking about generosity so to have these kids understand what that is, is amazing.”

“I’ve been able to make money playing the game that I love and so to be able to put some of that back into helping some of the communities that support me, it’s special,” Cunningham said. “So, I’m going to keep on doing that as long as I can play.”

Cade and the Pistons return to the court on Friday when Detroit hosts Atlanta at 7:00 pm.

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Why the Texas Sport for Healing Fund Should Return – The Daily Texan

Published

45 minutes ago

December 9, 2025

Your Sports Nation

Texas Sport for Healing Fund was a charitable endeavour set up this year. Raising money for flood devastation, the scheme could be a permanent fixture of the state’s charity calendar.

The state of Texas has had a tough year, with floods causing chaos and ruining lives over the summer. Yet it was also a time when the state came together, and sport was at the forefront of this. The Texas Sport for Healing Fund embodied this ethos, raising money to help those impacted. But should this be a regular occurrence, and can sport be utilised for even more good in the area?

The Texas Sport for Healing Fund

This July, after the devastating floods that engulfed central Texas, an initiative known as the ‘Texas Sport for Healing Fund’ was put in place. This saw around 40 national and local sports teams come together to raise money for relief efforts. This was done through a charity auction, packed with interesting and unique items of sports memorabilia.

The items on offer were donated by a range of teams and individuals, with 80 players and squads represented. In total, 150 items were up for grabs. Running until the 8th of August, all proceeds from the auction went to support immediate relief efforts and the long-term recovery of the sport.

The Popularity of Sport in Texas

The popularity of this auction was unprecedented. Sport has always been huge in the US, with a range of activities from football to baseball and basketball being popular. In recent years, this growth has reached even further, and has been due to numerous factors. These have included the dawn of the streaming era, which has made it easier to watch games and engage with teams and players. In addition, the growth of sports betting online has been legalized in many states, adding an extra layer of excitement to game day for many players.

Missouri has been the latest state to change its laws regarding online betting, and it already has licenses lined up for some of the best global brands. Amongst them is Bet365, which is using a new user promo at Bet365 Missouri to attract new customers. This is a great introduction to the holiday season schedule, letting people place bets on the NBA and prepare for the Super Bowl.

Items That Were Sold

The range of prizes on offer ran the whole gamut. At the top end, sat some very high ticket prices. A VIP Formula One United States Grand Prix package was available with a starting bid of $50,000.

There were also much smaller game packages available for a wide range of sports, and some of the most popular were autographed pieces of memorabilia. A Dirk Nowitzki jersey, signed by the former German player who now works for the Dallas Mavericks, managed to fetch $2,200. A Mikko Rantanen Autographed Dallas Stars Jersey managed to bring in $5,150.

Even in the lower price range, there were items for everyone. Soccer fans could have picked up a signed Houston Dynamo match ball for $350, with autographed photos going for between $100 and $150.

Why Sport for Healing Should Continue

In the end, Texas Sport for Healing raised over $6.3 million in profit. Yet this unique event was only set up to help the floods, in an isolated occurrence. But why couldn’t it do this yearly?

Texas, with its love of sports, has many sports-based charities that would benefit highly from this type of endeavour. Take Atlas Adaptive Sports. This non-profit organisation, based in Round Rock, is dedicated to providing opportunities for those with disabilities. It does this through adaptive sports and recreational activities. Funding of this nature would help them provide STEM activities, along with fun and interactive learning programmes.

Another Texas charity is Every Kid Sports. They pay youth sports registration fees for low-income qualifying families, allowing access to sport for those who would not normally be able to afford it. They believe kids are missing out simply because of the cost. They work in Texas and across the US and have so far provided $21 million to families, with access for over 182,000 children.

One of the biggest has to be the Sports Authority Foundation. This is a Houston-based organisation that holds numerous events, with its crowning glory being the Olympic and Paralympic days. This gets actual athletes who have competed to teach and train over 250 children. Sports taught include basketball, tennis, track and field, taekwondo, and more.

By holding these charity auctions, more could be ploughed into youth and adult sports alike. In fact, it does not have to stop at sport. This money could be used for a range of charitable causes. The real golden nugget from his is that it costs very little: Sports organisations lose nothing in donating match-worn and signed shirts or memorabilia, and turning them into money, which can build the future of Texas sports.

Promoted content by Bet365 Missouri.

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Boys’ Varsity Basketball Honors Coach Darrell Sumpter, Defeats Sachem North

Published

53 minutes ago

December 9, 2025

Your Sports Nation

Boys’ Varsity Basketball Hosts Memorial Game for Coach Darrell Sumpter — The William Floyd Colonials varsity basketball team stands during the pre-game tribute to Coach Darrell Sumpter. Click to view additional photos.

The William Floyd High School boys’ varsity basketball team, led by head coach Will Slinkosky, recently hosted their first annual Coach Darrell Sumpter Memorial Game in a matchup against Sachem North. Coach Sumpter was a beloved varsity assistant coach who tragically passed away last year at the age of 51. Coach D, as he was affectionately known, had a deep passion for the game of basketball and a love for the kids of the community, having served as a mentor and coach for both the boys’ and girls’ basketball programs. He also played an integral role in the creation of the community’s youth basketball program and basketball booster club.

As a tribute to Coach D, the Colonials left an empty seat on the bench adorned with a memorial t-shirt, a clipboard and a pack of Mamba candy that he often gave to players as a reward. Before the starting lineups were introduced, public address announcer Michael Feldstein shared a heartfelt tribute that celebrated Coach D’s life and legacy, followed by a moment of silence.

Please see below to view the pre-game tribute.

The Colonials, who played their hearts out for Coach D, defeated Sachem North 63-51 to earn their first win of the young season. In the game, the first quarter was a back-and-forth affair that ended with a buzzer beating three-pointer from senior Sharod Sutton, putting the Colonials up 17-14. The green and white never looked back after that, outscoring Sachem North 20-5 in the second quarter to take a 37-19 halftime lead, and opening up a 27-point lead by the end of the third quarter.

Senior Sharod Sutton attempts a three-point basket in the Colonials’ 63-51 victory over Sachem North in the Coach Darrell Sumpter Memorial Game. Click the image above for additional photos!

photo of empty seat with t-shirt on it with Coach D's face and the words "Gone but not forgotten" — An empty chair was left in honor of Coach D (Newsday photo). Click to view more photos.

Seniors Jesse Durham and JJ Smith led the Colonials in scoring with 12 points apiece, while Sharod Sutton added nine points on three baskets from behind the arc. Sharod spoke to Newsday after the game to talk about Coach Sumpter, whom he described as a father figure. “I felt like his presence was there the way we were playing and moving the ball,” said Sharod. “I just know he was watching.”

Between the pre-game ceremony, the convincing win and the presence of friends and family cheering the team on, this was a fitting tribute to honor Coach D.

The Colonials next game is scheduled for Tuesday, December 9, as they host Longwood at 4 pm.

Please click here for rules and regulation for attending indoor sports games.

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Kids, Inc., Toot’n Totum launch ‘Change for Better’ campaign for Rockrose Sports Park

Published

1 hour ago

December 9, 2025

Your Sports Nation

AMARILLO, Texas (KFDA) – Kids, Incorporated has announced that Toot’n Totum will host a Change for Better campaign from Dec. 8 through Dec. 21, with all proceeds benefiting Kids, Inc. and the development of Rockrose Sports Park.

This year’s campaign adds a new option for giving: Customers can now round up at the pump, in addition to rounding up at the register inside any Toot’n Totum location.

The partnership comes as both organizations celebrate milestone anniversaries. Kids, Inc. marks 80 years of serving youth and families in the Amarillo area, while Toot’n Totum celebrates 75 years of service to the community.

“Toot’n Totum believes in investing in the communities that have supported us for 75 years,” said John Lutz, vice president of fuel and marketing. “Kids, Inc. has shaped countless young lives in our region, and we’re proud to stand with them as they build Rockrose Sports Park. When our guests choose to round up—whether inside the store or at the pump—they’re helping create opportunities that will benefit families for generations.”

“Two longtime Amarillo institutions—each with decades of commitment to our region’s growth—are coming together to invest in the next generation,” Haley Bell, vice president for development. “We are grateful for Toot’n Totum’s transformational support and for every customer who chooses to round up. Change truly adds up, and together, we’re building something lasting for our community.”

Funds raised through the Change for Better campaign will support ongoing development of Rockrose Sports Park, Kids, Inc.’s new multi-sport complex.

The park broke ground Oct. 7, and construction is underway. Drivers along I-27 can already see early progress at the site.

Kids, Inc. is encouraging the community to participate by visiting their local Toot’n Totum and rounding up their purchase—either inside the store or, for the first time, at the pump.

For more information about Rockrose Sports Park, click here.

Rockrose Sports Park is planned as a premier hub for Kids, Inc. sports and regional tournaments, with facilities for baseball, softball, soccer, flag and tackle football and more. The complex is expected to enhance youth sports experiences and boost the local economy by attracting teams and visitors to Amarillo.

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City in the Community Collaborates with NYU on AI Programming Course for Young Leaders

Published

3 hours ago

December 9, 2025

Your Sports Nation

This summer, City in the Community (CITC) partnered with New York University (NYU) to deliver a free, three-week Artificial Intelligence (AI) course designed to equip young leaders, aged 16-23, with the tools to use technology for social good. Hosted at NYU and facilitated by faculty from the NYU School of Professional Studies and the NYU Tisch Institute for Global Sport, the program marks the fourth year of collaboration between CITC and NYU in creating college and career pathways for high school youth.

Participants from CITC’s weekend programs, including the citywide Saturday Night Lights initiative, explored how AI can be applied to sport, community development, and entrepreneurship. Students worked in small teams to design AI-powered solutions that expand access, inclusion, and innovation across their neighborhoods.

Guided by NYU Adjunct Professor Herbert Hill, along with CITC staff Jack Jacobs and Joe Sullivan, young leaders gained hands-on experience in sports technology, applied AI, machine learning, and creative problem-solving. Their work blended academic exploration with CITC’s mission to empower youth through sport, education, and emerging technology.

“In most large organizations, programs like this can feel like a surface-level initiative, but New York City FC was fully present and supportive every step of the way,” said Herbert Hill, Adjunct Professor, NYU Tisch Institute for Global Sport. “Their commitment helped our students feel heard, valued, and confident, knowing that no dream or idea is too big. This class also showed them how AI can be used in meaningful ways, not only in sports but in their everyday lives to improve their schools and strengthen their communities.”

The initiative reflects CITC’s broader effort to create equitable pathways into STEM fields for young New Yorkers from diverse backgrounds. It also advances CITC’s vision to integrate sport, innovation, and technology to strengthen health, leadership, and opportunity across the city.

“We are deeply grateful to NYU and the Department of Youth & Community Development for their continued partnership and support in making this work possible,” said Bailee Eaglin, Director of Community Development, City in the Community and New York City FC. “This program reinforces how powerful it is when young people gain real access to emerging technology and the space to explore what it can mean for their futures. We are excited about what this creates for the years ahead and look forward to growing our role in this space across our city and our Club.”

At the program’s conclusion, participants presented final projects to NYU faculty, CITC mentors, and community partners, showcasing ideas that will guide future programming and inspire the next generation of innovation in sport and technology.

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