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SBJ Unpacks

Published

7 months ago

June 6, 2025

Since last year, LA28 Chairman Casey Wasserman has emphasized the same point regarding the organizing committee’s sponsorship sales: Partners buy when they want to buy.

After Honda signed on as automotive sponsor this week, that time is now.

The latest, and biggest, of LA28’s signings is the clearest indicator of momentum behind its sales efforts and progress toward hitting its $2.5 billion sponsorship target. The Honda agreement made it the sixth new sponsor for the organizing committee this year — matching its total for all of 2024 — and the first top-tier sponsor to sign in nearly four years.

It also puts LA28 over $1.5 billion sold and has its leaders bullish on reaching $2 billion in sales by the end of the year, with a chance to exceed that.

“It’s not without challenges still. But the momentum is real,” said Jessie Giordano, chief partnership officer at GMR Marketing, which works with more than a half-dozen brands in the movement and three LA28 sponsors. “The optimism is real. I think the opportunities are real, and so the narrative is more positive.”

Since March, U.S. Olympic and Paralympic Properties — the joint venture between LA28 and the U.S. Olympic and Paralympic Committee to sell commercial sponsorships for the Games and Team USA — has signed five other new sponsors. Aecom joined at the second tier, while Pennymac, Archer, Saatva and Snowflake signed on to the third tier.

Honda’s deal is the first top-tier sponsorship since Salesforce signed in June 2021. The company exited its agreement last year (neither the company nor LA28 said why), leaving LA28 with two top-tier sponsors in Delta and Comcast.

But with the Los Angeles Games slightly more than three years away, the value proposition of a domestic Olympics is starting to come into clearer focus.

“This is probably the best LA28 signing since they hit the market,” said Ricardo Fort, founder of Sport by Fort Consulting and a longtime Visa and Coca-Cola executive. “The closer we get to the Games, the more deals will flow.”

Honda represented an opportunity for USOPP, with the automotive category previously held at the TOP level, meaning it was an International Olympic Committee category. However, Toyota decided last year not to renew its deal with the IOC, opening the door for the category to return to organizing committees for each Games. Milan-Cortina, which will host the Winter Olympics in 2026, announced in March that it had signed Stellantis.

Another factor accelerating sales is personnel stability. Last year, LA28 hired Reynold Hoover as CEO and USOPP hired CEO John Slusher after more than two decades at Nike.

“We’ve seen great collaboration, great vision, a really concerted effort to understand brand needs based on their regime change,” said Giordano at GMR. “But even with that regime change, unless you have timing and category on your side, you’re not actually getting the traction that you’re seeing.”

LA28 went to market in 2019 with the longest sales window of any Olympics, and the pandemic devalued the Team USA assets it could offer to sponsors in the Tokyo and Beijing Games.

Even as it signed six deals last year — with only Cisco in the second tier — USOPP announced just one after Paris. But it’s clear the triumph of those Games that revitalized the movement is helping bear fruit now.

“The success of Paris made a lot of companies say, ‘Oh, wait, OK, the next Games are in L.A. and if I’m not a part of it, someone else in my world will be,’” said Wasserman. “So momentum comes from having a lot of categories in discussion and a lot of potential partners in each of those categories, and that’s exactly what’s happening.”

Giordano said that pressure on brands is less on making a decision and more on making sure they’re a part of the conversation. GMR is advising brands on a variety of ways to buy into the movement, whether that’s a sponsorship of LA28 or through athlete or national governing body deals.

The push now, she said, is in leveraging those deals over a longer period of time.

“What we’re hearing from all of our clients who are Olympic and Paralympic partners, more broadly, is we need to be activating the road to L.A., just not L.A.,” she said. “How do we start to put activation spend earlier than we ever have before, in ’25, in ’26, in ’27?”

That can mean more deals in the near future. Slusher, who joined in December, said talks have accelerated in the past six months, and he expects USOPP to sign another seven to nine deals through the beginning of next year. That includes more top-tier sponsors, along with “several” at lower levels. Each OCOG can choose its own number of top-tier categories, as long as there’s no conflict with the IOC.

“We’re making better progress than we had anticipated six months ago on our targets,” he said. “We’re getting a lot of incoming calls and we’re focusing on the big categories.”

LA28 still has several categories open that are historically top-tier sponsorships for organizing committees, including financial services, technology, logistics, energy and retail.

For CMOs who are judged on an annual basis and companies whose performance is judged quarterly, making the $200 million-plus spend required at the top level was more difficult with nine years to go, said Michael Lynch, the former head of global sponsorship at Visa and a longtime consultant to sponsors in the movement.

It’s less so now.

“Clearly, from a marketer standpoint, in the United States, L.A. is now in everybody’s sights and it’s reachable,” he said. “For companies that want to get involved in the Olympic movement, now is really the time to step up.”

It seems there’s a line of brands interested in doing so. Slusher said USOPP is “pretty far along” with six to eight new sponsors, with 10 to 12 just a step behind, though he didn’t offer further specifics.

Those could make for a fruitful second half of the year. But after Honda came on board, questions about LA28’s progress have given way to optimism about the path ahead.

“It is slower than previous Games, but for good reasons,” Fort said. “The USA offers so many great opportunities for brands to be involved with sports … that even the Olympic Games need to work harder to succeed. The brands will come, but in their own time.”

Sports

St. Mary’s College Volleyball Quartet Garner Academic All-District Honors

Published

25 seconds ago

December 25, 2025

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ST. MARY’S CITY, Md. – Four members of the St. Mary’s College of Maryland volleyball team were honored by the College Sports Communicators (CSC) as members of the CSC Academic All-District® Team, the organization announced in a release Tuesday (Dec. 16).

Senior Julia Bobrowski (California, Md./Leonardtown), juniors Camilla Galeano (Germantown, Md./Damascus) and Lauren Panageotou (Baltimore, Md./Mercy), and sophomore Stella Marrero (Pleasant Prairie, Wis./Christian Life) all earned the award for the 2025 season.

Bobrowski is the lone repeat selection.

The 2025 Academic All-District® Volleyball Teams, selected by College Sports Communicators, recognize the nation’s top student-athletes for their combined performances on the court and in the classroom.

The CSC Academic All-America® program separately recognizes volleyball honorees in four divisions — NCAA Division I, NCAA Division II, NCAA Division III, and NAIA.

Outstanding student-athletes are nominated for Academic All-District® recognition by communications directors and must have a minimum 3.50 GPA plus meet high athletic standards.

Bobrowski owns a 3.74 GPA as a sociology major and business administration minor for her second straight Academic All-District award. The 5-6 outside hitter ranked sixth in the United East Conference with 55 service aces and 14th with 0.52 aces per set. She was named to the United East All-Sportsmanship Team (Nov. 24).

Galeano, a computer science major with a 3.87 GPA, tied for 14th in the conference with 42 service aces while tying for 17th with 0.49 aces per set. The 5-4 setter led the Seahawks with 402 assists while registering 20-plus assists five times this season.

A psychology major and educational studies minor, Panageotou boasts a 3.7 GPA. The 5-10 setter was second on the team with 291 assists while adding 101 digs, 12 service aces, and six kills in 30 matches.

Marrero picked up her first Academic All-District award with 3.96 GPA as a neuroscience and psychology double major and biology minor. The 5-7 defensive specialist ranked 10th in the United East with 303 digs while sitting 20th with 2.78 digs per set. She was also second on the team with 45 service aces.

St. Mary’s College (17-15, 8-2 UEC) captured the program’s first-ever conference tournament championship title by taking the 2025 United East tournament crown with a 3-2 road win over top-seeded Penn State Harrisburg. The Seahawks also gained the program’s first-ever berth in the NCAA Division III Women’s Volleyball Tournament.

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Cruttenden named to PVCA All-State volleyball team | Free Press-Courier

Published

16 minutes ago

December 25, 2025

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Wellsboro junior Madison Cruttenden was recently named to the Pennsylvania Volleyball Coaches Association’s, PVCA, Class 2A All-State team.

Cruttenden was one of three NTL and District IV volleyballers (Aryana Andrus and Alli Bailey from Troy) to make the team.

Cruttenden received 536 serves, made 37 assists and had 341 digs this season. She also scored 163 points to go along with 54 aces.

Over the course of her career she has made 1,197 receptions, 56 assists, 784 digs, 407 points (112 aces) and 6 kills.

“This is a well-deserved honor for Maddy,” head coach Darci Pollock said. “She has been a consistent back row player for us the past two seasons. She continues to work hard in the off season. I’m very proud of her work ethic and dedication to the team!”

Cruttenden is the ninth Wellsboro player to earn a spot on the PCVA All-State team. Cruttenden joins Carrie Gorda, Rachel Patt, Hannah Zuchowski, Kirsten Florio, Caitlyn Callahan, Megan Starkweather, Paige Logsdon and Lexi Urena.

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All-RRV Volleyball 2025: A golden finish: Trinity Christian Academy’s Pyeatt walks off as state champion and All-RRV Volleyball Co-Offensive Player of the Year | Free

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32 minutes ago

December 25, 2025

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118th Millrose Games Welcomes Doris Lemngole And Jane Hedengren Rivalry Over 3000m

Published

47 minutes ago

December 25, 2025

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The 118th Millrose Games women’s 3000 meters on Feb. 1, 2026, at the Nike Track & Field Center at The Armory will feature a showdown between NCAA distance running’s top stars Doris Lemngole and Jane Hedengren, along with 2025 runner-up Josette Andrews.

Lemngole, competing for Alabama, holds the NCAA championship and record in the 3000m steeplechase. The Kenya native won the steeplechase at the Lausanne Diamond League and finished fourth at the World Championships before claiming her second straight NCAA cross country title — her fifth NCAA championship overall. The junior received the 2025 Bowerman Award last week, recognizing her as collegiate track and field’s top athlete.

“I am excited and looking forward to competing at the Millrose Games, especially given its prestige and historic significance,” said Lemngole in a release by the meeting this week.. “It is a great opportunity!”

Read More: Julien Alfred Among Sprinters Confirmed For 2025 Millrose Games

Hedengren broke every American high school distance record from 1500m through 5000m before enrolling at BYU. The freshman went unbeaten in cross country until finishing second to Lemngole at nationals, then shattered the NCAA 5000m record with a 14:44.79 clocking in her indoor debut.

Both runners will chase Katelyn Tuohy’s NCAA 3000m record of 8:35.20, established at the 2023 Millrose Games.

Andrews, from Tenafly, N.J., finished sixth in the 5000m at the 2025 World Championships and has top-five showings at World Indoor Championships and the Diamond League Final.

Several Other 118th Millrose Games Confirmations

The World Athletics Indoor Tour Gold meet will also feature Grant Fisher, Cole Hocker, Elle St. Pierre, Jess Hull, Nikki Hiltz, Joe Kovacs, Yared Nuguse, Hobbs Kessler, Cameron Myers, Julien Alfred, Devynne Charlton and Danielle Williams.

Tickets are available at millrosegames.org. More than 85 percent of seats have sold.

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B-CU Softball Releases 2026 Schedule

Published

48 minutes ago

December 25, 2025

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DAYTONA BEACH – The Bethune-Cookman Wildcats have officially released their 2026 softball schedule. The schedule includes four in-season tournaments prior to SWAC play along with two separate contests against non-conference foes.

The Wildcats’ season will begin at the USF-Rawlings Classic in Tampa from February 5-7. B-CU will open against Illinois State, followed by matchups with USF, Kansas, Michigan, and Florida.

The Cats’ first game at Sunnyland Park will take place on February 11th against North Dakota State at 5 p.m.

From February 13-15, the Wildcats will be in Leesburg, Florida for THE Spring Games, where they will take on mid-majors LIU, Southern Miss, Loyola Chicago, and St. John’s.

The following weekend, B-CU once again travels to Cathedral City, California for an appearance in the annual Mary Nutter Collegiate Classic (Feb. 19-21), squaring off against Utah, Rutgers, Texas Tech, Oregon State, and Long Beach State.

For their fourth and final in-season tournament, the Wildcats head to Madiera Beach, Florida for the Make It Happen Games. The event takes place from February 27 to March 1 and features Bellarmine, UMass, UIC, Bowling Green, and Monmouth.

The Wildcats’ SWAC schedule begins on Friday, March 6th with a two-game road series against Alabama A&M. B-CU will then finish up their non-conference schedule following a road contest against UNF (March 11).

B-CU welcomes Alabama State for a three-game series on March 13th & 14th. The following weekend (March 20-21), they will travel to play Jackson State before heading back to Sunnyland. The Cats host rival Florida A&M for a three-game set on March 27th and 28th.

The Wildcats travel to Itta Bena, Mississippi to take on the Delta Devils on April 3rd & 4th. Their final three series include rematches of previous series against Jackson State, Alabama State, and Alabama A&M. B-CU will host the Tigers (April 10-11) and the Bulldogs (April 24-25), while traveling to face the Hornets (April 17-18).

The Southeastern Athletic Conference tournament will again compete in Gulfport, Mississippi, and takes place from May 5th to May 9th.

Follow Bethune-Cookman Softball on Twitter (@BCUSoftball) and Instagram (@BCUSoftball) for all of the latest news and updates. For all Bethune-Cookman Athletics news, follow us on Twitter (@BCUAthletics), Instagram (@BCU_Athletics) and BCUathletics.com.

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Penn State women’s volleyball earns commitment from Texas transfer outside hitter Whitney Lauenstein | Penn State Volleyball News

Published

6 hours ago

December 25, 2025

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Penn State landed its second commitment in the transfer portal of the day.

The Nittany Lions earned a commitment from outside hitter Whitney Lauenstein.

Lauenstein was previously at Texas and Nebraska before transferring to her third school, Penn State.

Lauenstein adds depth to the right side and outside, which is already pretty deep for the blue and white.

The Waverly, Nebraska, native had her best season in 2022 with the Cornhuskers, totaling 297 kills, with 2.78 kills per set and a .238 hitting percentage. She added 28 aces as a premier server, which could be a major part of her role with the Nittany Lions.

She’ll make her way to Happy Valley as a graduate transfer with one year of eligibility.

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