Rachel Axon

Bulleit Frontier Whiskey has signed on to be a Centennial Partner of the Olympic swimming trials, which are presented by Lilly. After years in Omaha, the trials moved to Indianapolis and will be held in Lucas Oil Stadium, marking the first time they've been held in an NFL...

A new economic study released by Games organizers suggests at least a $7.3B impact on the Paris region from hosting the Olympics and Paralympics later this year.    The study, done by the University of Limoges Centre for Law and Economics of Sport, offers that estimate...

A new survey from Parity and SurveyMonkey adds to a growing body of indicators that fans are consuming more women’s sports and want brands to follow suit in supporting them more. The survey of fans across seven countries found that a quarter to a third are...

Hilton has signed onto a multiyear sponsorship to be the official hotel partner of USA Fencing, becoming the sixth sponsor the national governing body has added this year. Financial terms of the deal were not disclosed. USA Fencing CEO Phil Andrews negotiated the deal directly with...

Starting in July, Netflix and the IOC will air three new documentary series, including one on U.S. gymnast Simone Biles . The other two series will cover men's basketball and sprinters. "Simone Biles: Rising" will feature four 45-minute episodes following her journey after Tokyo. Considered...

Eli Lilly has expanded its domestic Olympic and Paralympic sponsorship, becoming an official partner of Making Team USA, a marketing and sponsorship platform presented by Xfinity. The pharmaceutical company will serve as the presenting sponsor for the U.S. Olympic swimming trials. The Making Team USA platform...

With 72 days to go until the start of the Paris Olympics, TOP sponsor P&G unveiled its marketing and in-store campaigns as well as some on-the-ground services it will provide athletes during the Games. P&G will use more than 30 of its brands in the lead...

Simone Biles will launch the Gold Over America Tour , presented by Athleta, starting in September. A combination of gymnastics and concert-style spectacle, the 30-city tour will start in Oceanside, Calif., on Sept. 17 and end on Nov. 3 in Detroit. Biles, the...

USA Gymnastics has signed a one-year deal with Skippy to be the national governing body's peanut butter partner. Aggregate Sports negotiated the sponsorship on behalf of USA Gymnastics. Financial terms were not disclosed. Skippy joins a growing roster of sponsors that USA Gymnastics...

NBCUniversal continues to use star power in its promotion of the Paris Games, this time bringing in rapper Cardi B to meet U.S. sprinter Sha'Carri Richardson in a new promo. The 90-second video debuted during NBC's coverage of the Kentucky Derby on Saturday,...