Five weeks after teaming up with Trek, Mazda has signed a multi-year deal making it the official automotive partner of US youth mountain bike racing through 2029.
Lexus becomes the official vehicle partner of HYROX North America for 2026–27 — and marks the deal with a one-of-one GX packing Centr training gear outside and a red-light therapy lounge inside.
A season-long ESPN sponsorship and NIL deals with five Longhorns players make "Nothing Stops Football" Ram's biggest sports-marketing bet since its NASCAR return.
The automaker's first college sports partnership starts with football and a trophy delivery in Indianapolis — and lands a designation BMW briefly claimed 15 years ago.