(RTTNews) – International Game Technology Plc (IGT), a gambling company, on Monday announced that it has signed a new, three-year sports betting technology agreement with Boyd Gaming Corp. (BYD).

The financial terms were not disclosed.

Under the new agreement, IGT’s PlaySports platform will continue to support Boyd Gaming’s retail and mobile sports betting operations in Nevada through August 2028.

This deal extends the long-standing partnership between IGT and Boyd Gaming, which began in 2018.

Along with using the IGT PlaySports platform, Boyd Gaming will also continue offering IGT’s PlaySports Kiosks at its 10 retail sports betting locations throughout Nevada.

IGT PlaySports technology also supports retail sportsbooks at Boyd Gaming-owned casinos in Illinois, Indiana, Iowa, Kansas, Louisiana, Mississippi, Ohio, and Pennsylvania.

In the pre-market trading, Boyd Gaming is 1.01% higher at $73.83 on the New York Stock Exchange

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

CrossFit has kicked off 2025 with significant expansion of its global partner network, bolstering support for both the business and the 2025 Games season. CrossFit has successfully secured new strategic partnerships alongside the continued support of existing partners, demonstrating growth and confidence in the future of CrossFit. 

With an eye on the 2025 CrossFit Games and beyond, the first half of 2025 has already shown strong progress as CrossFit welcomes new partners and deepens relationships with existing partners across diverse sectors, including fitness equipment, nutrition, health and wellness. These key partnership deals underscore the worldwide appeal and credibility of the CrossFit brand, with partners eager to align with CrossFit’s position as a fitness leader. 

Key Highlights for the First Half of 2025:

• New Partnerships: CrossFit has signed several exciting partnerships that speak to the evolving needs and interests of the CrossFit community, with an emphasis on top-of-the-line apparel and equipment, with Velites, LUXIAOJUN and Zenni, technology solutions, with Levels, and nutritional favorites like PBfit, Pasture Provisions, and Tempo by Home Chef. Additionally, CrossFit has partnered with Saatva as its first Official Mattress, Bedding, and Sleep Partner. These business partners bring a shared commitment to supporting athletes and fitness enthusiasts with the best technology and ingredients.
• Strengthened Existing Relationships: CrossFit is proud to continue its work with Rogue, the United States Border Patrol, YETI, 2POOD, GOWOD, Hustle Up, the Federal Air Marshal Service, and STRONG Coffee, brands that have a deep commitment to the CrossFit community and play a vital role in supporting our athletes, affiliates, and our broader community. These partners are further committing to a shared vision of fitness excellence as they expand their involvement in 2025.
• Support for the CrossFit Games Season: CrossFit’s partnerships play a crucial role in powering the 2025 competitive season. The new and renewed agreements reflect a shared commitment to celebrating the sport of CrossFit through world-class events, athlete support, and fan engagement. This momentum will build excitement leading into the 2025 CrossFit Games, set to take place in Albany, August 1st through 3rd.

“CrossFit is privileged to work with the leading fitness equipment, technology, and nutrition brands that share our vision to empower people’s health journeys. Together, we are partnering to bring the best brands to our affiliates, athletes, and fans,” shared Greg Schwartz, VP of Global Partnerships, CrossFit. “CrossFit has always been about community and delivering a scalable fitness methodology, and we’re excited to have partners that share our commitment to these values with products and services that empower health.”

The newly secured partnerships and continuing relationships are pivotal in maintaining CrossFit’s leadership position in the fitness space. With the first half of 2025 showing early  signs of partnership success, CrossFit is still the most recognized, resilient, and dynamic brand in the fitness world.

Select Quotes from Our Partners 

Hustle Up

“We’ve been proud to support the CrossFit community through the Hustle Up app for many years,” shared Florian Jullien, CEO of Hustle Up. “It was a natural decision for us to continue our partnership, and we’re honored to deepen our work with new sponsorship opportunities and upcoming CrossFit events. Hustle Up is and has always been here to support the CrossFit community, from athletes to coaches and gym owners, and we’re looking forward to many more years of working together.”

Levels 

“Our partnership reflects a deep alignment in values,” said Josh Clemente, President and Co-founder at Levels, “We’re honored to support the CrossFit mission by providing tools that help individuals personalize and optimize their metabolic health journeys.”

PBfit

“I’m a huge fan of CrossFit and everything it stands for. It promotes not just fitness, but a holistic approach to health—combining nutrition, flexibility, cardiovascular, and strength training. PBfit and CrossFit are a perfect fit, and I’m beyond excited to partner with this incredible community,” added Stephen Richards, CEO & Founder of BetterBody Foods & PBfit.

Saatva 

“Partnering with CrossFit presents a powerful opportunity for Saatva to champion our commitment to restorative sleep and wellness,” said Ron Rudzin, Founder and CEO of Saatva. “CrossFit athletes exemplify peak performance and discipline, and we’re proud to support their recovery with handcrafted products designed to optimize rest.”

STRONG Coffee 

“From our early days as a vendor at the Games to now becoming the Official Coffee of the CrossFit Games, our partnership with CrossFit has been key to our brand’s growth,” said Adam Von Rothfelder, CEO of STRONG Coffee Company. “I am excited for STRONG Coffee and CrossFit to continue to grow together as we strive to reach our shared goals of greatness within our community.” 

Tempo by Home Chef

“Tempo is proud to partner with CrossFit, a brand that shares our vision of making wellness achievable in our everyday routines,” said Allison Schowengerdt, Tempo’s Director of Brand Strategy. “We understand the unique challenges faced by those who prioritize their fitness goals while managing busy schedules. Our meals provide a simple, fast solution to fueling up with protein and nutrients to maximize performance.”

YETI 

“We’re thrilled to continue our support for the CrossFit community,” said Bill Neff, head of marketing for YETI. “For nearly 20 years we’ve built products designed to support some of the toughest people and pursuits in the world, so it’s been exciting to watch the CrossFit community embrace our brand and gear firsthand over the last few years. We look forward to helping these world-class athletes stay hydrated and performing at their best for years to come.” 

Zenni Optical

“We are thrilled to announce this exciting partnership with CrossFit, a brand that shares our passion for pushing boundaries and challenging limits. We believe that performance is about more than just physical strength, it’s about having the clarity to see the potential within ourselves and the world around us,” said Robb Chiarini, Head of Partnerships, Licensing & Events at Zenni Optical. “Together with CrossFit, we’re committed to helping athletes and fans enhance their vision and unlock their full potential, whether in the gym or in life. This collaboration represents a perfect fusion of innovation, health, and empowerment, and we couldn’t be more excited for what’s ahead.”

For more information and partner updates, please visit: https://www.crossfit.com/crossfit-games-partners 

A new partnership with Truemed lets Core Fitness customers use pre-tax dollars on equipment like its adjustable dumbbells and smart boxing system

Core Home Fitness, an Ohio-based provider of fitness equipment and the Transform app, has expanded its payment options to include flexible spending accounts through Truemed, allowing consumers to use pre-tax dollars to purchase home fitness gear, including adjustable dumbbells, compact benches and the smart boxing system FightMaster X.

The move comes as inflation continues to drive up the cost of home gym equipment, with Core positioning itself as a budget-conscious alternative by offering up to 40% in potential savings through HSA and FSA eligibility.

“Our FSA-eligible home gym equipment and the Transform app crush barriers,” Core CEO Michael Gayetsky said.

Core sells directly through its website and now offers checkout via Truemed for HSA and FSA processing. The company also accepts installment payments through Affirm.

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Strengthening its leading global soccer offering, Sportradar Group AG and DAZN today announced a partnership to secure exclusive rights to distribute ultra-low latency betting data, as well as non-exclusive media content, from the Fifa Club World Cup 2025, held from 14 June to 13 July in the US and broadcast globally by DAZN.

Through this agreement, Sportradar will deliver data and content, including live odds, across all 63 tournament matches from DAZN to its global network of more than 800 betting operator clients and 900 media companies. Already providing coverage of over 150,000 matches annually across 900+ soccer leagues, Sportradar offers the industry’s deepest, most comprehensive soccer portfolio, enabling its partners to engage fans with premium, real-time insights and in-play experiences.

Additionally, Sportradar will have access to deep tracking data from the Fifa Club World Cup 2025 to offer an extensive range of micro and player markets, including up to 190 pre-match and 200 in-play betting markets, as well as power live match trackers.

Sportradar will also safeguard the tournament from corruption under its longstanding bet monitoring agreement with Fifa through its advanced AI-driven Universal Fraud Detection System (UFDS) for comprehensive real-time betting market surveillance.

Moritz Gloeckler, EVP, rights & strategic projects, Sportradar, said: “We are thrilled to partner with DAZN to elevate the Fifa Club World Cup 2025 to new heights, expanding global reach, captivating new audiences and deepening engagement with fans worldwide. At the same time, we remain committed to upholding the integrity of this prestigious competition.”

Le-Vel’s partnership with USA Pickleball reflects a broader push by wellness and performance brands, Vita Bella, FitVine Wine and Stack Athletics among them, to align with the sport’s growing influence

Le-Vel, the wellness company behind the Thrive product line, is stepping onto the pickleball court. The company has inked a partnership with USA Pickleball, the sport’s official governing body, in a bid to reach new health-conscious consumers and deepen its footprint in the active lifestyle space.

The collaboration kicked off during the Golden Ticket Tournament in Greensboro, North Carolina, held May 28 through June 1, where Le-Vel distributed 250 curated gift bags to top players. Each bag featured Thrive 3-Step Experience, Thrive Activate, an energy drink mix and Thrive Thirst, its electrolyte hydration blend.

“We’re thrilled to welcome Le-Vel as a partner of USA Pickleball,” USA Pickleball senior director of partnerships Christian Portaro said. “Thrive’s commitment to wellness, vitality and performance mirrors the passion and values of our community. This collaboration will help elevate the player experience from grassroots tournaments all the way to Nationals.”

Le-Vel plans to energize courts across the country throughout the 2025 season, with appearances slated for upcoming Golden Ticket Tournaments in Newport Beach and Colorado Springs. The partnership will culminate in a major presence at USA Pickleball Nationals in San Diego this November, which is expected to draw tens of thousands of players and fans.

“This partnership isn’t just about brand visibility – it’s about building momentum, showing up in meaningful ways and connecting with new audiences who care about their health and how they show up every day,” Le-Vel’s director of marketing and social media Chante’ Markus said. “Pickleball is more than a sport. It’s a lifestyle. And so is Thrive.”

If you’re keeping score, Le-Vel isn’t the only brand making moves in the pickleball space. As the sport continues its meteoric rise across the U.S., wellness and performance companies (as well as QVC) are racing to get in on the action.

Vita Bella, a digital health platform focused on performance-enhancing therapies, recently signed on as the official health and wellness partner of DUPR, the global pickleball rating system. The partnership gives DUPR+ members access to customized health protocols, including peptide therapy for muscle recovery, hormone optimization and anti-aging treatments, all tailored with pickleball players in mind.

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Luxury athletic country club operator Life Time is also expanding its pickleball footprint by blending the popular sport with opportunities for social wellness through a new partnership with FitVine Wine. The brand, known for sugar-free, lower-sulfite wines, is now the official wine sponsor of Life Time Pickleball and will be woven into a variety of in-club experiences across the country, from Life Time Pickleball Classic tournaments to Afterglo events. Members can expect exclusive tastings, post-match celebrations and immersive gatherings.

Meanwhile, Stack Athletics is doubling down on its pickleball ambitions. The premium apparel and performance brand has acquired Vulcan Pickleball, a top player in the equipment space, further cementing its foothold in the fast-growing sport. As part of the deal, the Vulcan VPRO Flight ball will become the official ball of Major League Pickleball, DUPR and a slate of affiliated events, including High School Pickleball, Minor League Pickleball, Collegiate Pickleball and the indoor franchise The Picklr.