Gatorade has established a pioneering 5.5-year partnership with F1 ACADEMY, marking the sports drink brand’s first official collaboration with a women’s motorsport development series. This comprehensive alliance extends beyond traditional sponsorship to integrate Gatorade’s scientific resources through its Sport Science Institute. This will provide customized hydration strategies and performance testing for emerging female drivers.

The support for women’s motorsport development aligns with Gatorade’s broader Fuel Tomorrow program, which seeks to create sports opportunities for millions of young athletes. The partnership’s tangible launch features 16-year-old driver Mathilda Paatz showcasing Gatorade-branded racing gear during the Canadian Grand Prix weekend.

This collaboration arrives as F1 ACADEMY gains global attention through its Netflix documentary series and expanded broadcast reach. The venture is noteworthy as young female athletes could find inspiration in seeing corporate investment in women’s motorsport development.

Image Credit: Gatorade

(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 

Good morning! This week’s SBJ magazine features the profiles for SBJ’s latest class of Forty Under 40 honorees. Read about the group here. — Ethan Joyce

In today’s edition of Power Up:

• Camb.ai translates NASCAR Mexico City radio with AI
• FIFA Club World Cup hits Roblox’s Super League Soccer
• Chicago Sports Network launches new mobile game with Aquimo

AI-powered language translation platform Camb.ai will supply live, Spanish-language translations of Motor Racing Network radio broadcasts of NASCAR’s Mexico City Cup Race as part of a pilot with the racing series.

The translated radio feeds will be available in the NASCAR mobile app and website directly under its English counterpart. NASCAR, through a spokesperson, said providing live Spanish translations via MRN (which NASCAR owns and operates) is a first for the organization and that there are “plans to expand Spanish-language coverage across platforms based on fan response.”

Camb.ai’s speech-to-speech translation platform uses two AI models developed by the company — one a speech-to-text translation engine and the other a speech synthesizer that turns that translated text back into speech while emulating the emotional cues of the original speaker — to provide real-time translations in more than 140 languages.

NASCAR called the pilot “a significant step in making NASCAR content more inclusive and accessible.”

This is Camb.ai’s first time working with NASCAR, with whom they were introduced through their participation in this year’s Comcast NBCUniversal Sports Tech Accelerator. One of SBJ’s 10 Most Innovative Sports Tech Companies for 2025, Camb.ai has also worked with sports properties including the MLS, LFP and Tennis Australia, among others. Akshat Prakash, the company’s CTO, told SBJ they have proof-of-concept demoes coming up with several other pro teams as well.

FIFA’s Club World Cup is coming to Roblox via development house Gamefam’s Super League Soccer. It launches Saturday and runs through Sunday, July 13. No agencies were involved in this relationship.

Super League Soccer’s Club World Cup injection features 13 of the tournament’s clubs (such as Manchester City, Borussia Dortmund and CF Monterey) as playable teams. The Roblox game will feature FIFA Club World Cup look and branding from sponsors, including virtual merchandise (shoes, gloves, hats, official tournament soccer balls, goal effects, etc.) and signage. It also features live tracking of Club World Cup results, with brackets updating as results roll in.

Gamefam games such as Super League Soccer has become a popular option for sports leagues on Roblox. Per the studio, Super League Soccer has drawn over 725 million lifetime visits and averages 550,000 daily sessions. This is the second time FIFA and Gamefam have worked on Roblox together. In November, Super League Soccer had a FIFA Club World Cup trophy reveal event, which the studio said drew 5.5 million players, becoming Roblox’s top soccer event ever. The studio also works with the NFL and Concacaf. NASCAR and the NHL also work with Roblox developers to reach younger audiences than what they may get on TV.

Chicago Sports Network this week launched a new mobile game around its White Sox pre- and in-game broadcasts with the help of mobile game developer Aquimo.

“The CHSN Home Run Challenge” game is home run derby formatted, with users controlling their swing timing by quickly tilting their phone. While there is no set schedule for when the game will appear, it will be live during CHSN’s June 12 and 13 broadcasts.

The game will be promoted regularly with live reads by CHSN talent before and during games, CHSN EVP/Experience & Engagement Dan Jones said. The top 10-scoring players each night will receive prizes including autographed memorabilia and gate giveaways.

“One of our north stars [when CHSN launched last year] was to engage fans different ways and try to take a typical, transactional viewing experience and change that dynamic,” Jones told SBJ. “This is step one in several steps that we’ll take to do that.”

In the future, Jones added, that could mean elements like interactive prediction contests. But on the mobile gaming front, he said Aquimo stood out because of the ease of access to its games — fans will enter using an on-screen QR code without needing to download an app — and the compelling nature of the games themselves.

Underpinning the latter dynamic is patented technology Aquimo developed that uses the motion sensors in a mobile device to control games. In sports, the company has primarily deployed that technology for in-venue activations but recently began working with broadcasters for at-home viewers as well; the CHSN deal is Aquimo’s second in this category, joining an activation around Sportsnet’s “Hockey Night in Canada” telecasts late last year.

Aquimo founder & CEO Mark Jeffery told SBJ the Sportsnet games, which were promoted through 30-second television ads, saw a 6% audience conversion rate, but he expects the CHSN games to net out closer to the 11% the company typically sees in NFL stadiums (from a much smaller pool of potential players than at-home TV viewers) because promotion will be woven throughout the broadcasts.

No sponsors are currently attached to the CHSN home run game, but Jones said they will enter the market with it soon.

“We feel like this is really ripe for a brand partner,” Jones said. “We can integrate them into the game itself, we can integrate them into all of the promos that we’re doing on the network. They can be integrated into the prize pools. And there’s a data collection element they can benefit from.

“We wanted to soft launch it. Now we’ll enter the hard launch phase, now we’ll have proof of concept that we can bring to brands and examples of the integrations.”

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.

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.”