​Welcome to Sportico’s Transactions Wire, your weekly briefing on personnel moves, partnerships, and product news across the sports business landscape.
Personnel: Betr Names New CCO, CMO, & COO
Betr has promoted Alex Ursa to chief operating officer, Alex Kuwada to chief marketing officer, and Mike Denevi to chief content officer. Ursa, Betr’s first employee, steps into the COO role. Kuwada, who joined two years ago, becomes CMO, and Denevi—the second employee hired at Betr—advances to CCO after more than four years as head of media.
Partnerships
Nike Adds Chivas to Global Football Portfolio in Multiyear Partnership
Nike announced a multiyear agreement to serve as the exclusive kit supplier and apparel partner for C.D. Guadalajara (Chivas). The deal covers the men’s and women’s first teams, the academy, esports program, and technical staff, with first Nike kits slated to debut on July 18. The partnership strengthens Nike’s commitment to Latin American football and expands its footprint with a property boasting over 40 million supporters in Mexico, the U.S., and beyond, while underscoring a continued push to grow the women’s game and deepen regional presence.
Wisconsin Announces Jersey Patch Sponsorship With Culver’s
Wisconsin Athletics revealed an expanded sponsorship with Culver’s, making the Wisconsin-based national restaurant brand the first jersey patch sponsor for Badger football, men’s basketball, and men’s hockey. Facilitated by Learfield’s Badger Sports Properties, the arrangement also designates Culver’s as the on-court logo partner at the Kohl Center.
3M Joins Cadillac F1 Team as Official Material Science Partner
The Cadillac Formula 1 team and 3M announced a multiyear global partnership, naming 3M the Official Material Science Partner. 3M scientists and engineers will collaborate with the Cadillac F1 Team on car development, performance enhancement, and operational efficiency, with initial focus on lightweight materials, bonding and surface preparation, manufacturing optimization, lab testing, and trackside support.
Perfect Game Names Win Reality Official Partner
Perfect Game — the youth baseball and softball platform and scouting service — announced a new partnership with Win Reality as its Official VR Training Partner. Through Win Reality, players will face thousands of realistic pitches to sharpen pitch recognition, improve swing decisions, and develop timing in a game-speed environment. The collaboration will also include event integrations, educational content, performance data, and athlete development initiatives.
Trex Announced as Official Sponsor
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