Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships and products across the sports business industry.

PERSONNEL

Betr Names New CCO, CMO, & COO

Betr announced the promotions of Alex Ursa to chief operating officer, Alex Kuwada to chief marketing officer and Mike Denevi to chief content officer. Ursa, the first employee hired at Betr, has been promoted to COO . Kuwada has been promoted to CMO after joining the company two years ago, and Denevi, the second employee hired at Betr, has been promoted to CCO after serving as head of media for over four years.

PARTNERSHIPS

Nike Adds Chivas to Global Football Portfolio in Multiyear Partnership

Nike announced a new multiyear agreement to become the exclusive kit supplier and apparel partner for C.D. Guadalajara (Chivas). The deal covers the men’s and women’s first teams, academy, esports program and technical staff, with the first Nike kits debuting on July 18. The partnership reinforces Nike’s investment in Latin American football and gives the brand a property with more than 40 million supporters across Mexico, the U.S. and beyond, while also signaling a continued emphasis on growing the women’s game and deepening its presence in the region.

Wisconsin Announces Jersey Patch Sponsorship With Culver’s

Wisconsin Athletics announced a sponsorship expansion with Culver’s, which will see the Wisconsin-based national restaurant brand become the first jersey patch sponsor of Badger football, men’s basketball and men’s hockey. The relationship between Wisconsin and Culver’s—facilitated by Learfield’s Badger Sports Properties—includes Culver’s being the on-court logo partner at Wisconsin’s Kohl Center.

3M Joins Cadillac F1 Team as Official Material Science Partner

The Cadillac Formula 1 Team and 3M announced a multiyear global partnership. As the team’s Official Material Science Partner, 3M scientists and engineers will work closely with the Cadillac F1 Team to support car development, advance performance and streamline operations. The initial collaboration will center on lightweight materials, bonding and surface preparation, manufacturing optimization, laboratory 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 Virtual Reality (VR) Training Partner. Through Win Reality, players can face thousands of realistic pitches, sharpen pitch recognition, improve swing decisions and develop timing in a game-speed environment. Additionally, the partnership will include event integrations, educational content, performance data and athlete development initiatives.

Trex Announced as Official Sponsor of ‘Big Break x Good Good’

Trex Company Inc., the manufacturer of wood-alternative decking and railing, has been named an official sponsor of Big Break x Good Good presented by Golf Galaxy, as the golf reality competition is set to return to Golf Channel this August. Trex will be incorporated directly into Big Break x Good Good via two signature features throughout the show: The Trex Hub and the Trex Safe Zone.

PRODUCTS

Global Performance Consultancy Launches New Sports Division

Deutser LLC, a global performance consultancy working with teams in the NFL, MLS, MLB, NBA, WNBA and NCAA, has formally launched Deutser Sports, a dedicated sports practice. Led by Dr. Kara Allen, the former chief people, impact and belonging officer of Spurs Sports and Entertainment, Deutser Sports is comprised of former athletes, coaches and advisors at the professional and collegiate levels to help with strategy, commercial architecture, performance culture, environmental design and leadership development.

Unique Sports Group Expands Into France

Unique Sports Group has made a strategic investment with French agency One Team Football, with the two businesses launching Unique France. Unique France follows on Unique Sports Group’s international operations in the U.K., Germany, Spain, South Korea, Ivory Coast and the UAE.

Inclusive Feed Debuts for Wimbledon’s Centre Court

The All England Lawn Tennis Club, AKQA and Hawk-Eye Innovations announced the launch of HawkAR: Inclusive Feed, a combined accessibility layer for The Championships, Wimbledon 2026. The solution brings together two technologies, Action Audio (AKQA) and HawkAR. Every point played on Centre Court during singles matches will be broadcast with synchronized spatial audio cues and augmented visual overlays, designed to make live tennis fully immersive for fans who are blind or have low vision. This inclusive feed will be available on BBC iPlayer.

PURCHASES

Shamrock Capital Announces Strategic Partnership With Swansea City

Swansea City announced a long-term strategic partnership with Shamrock Capital, a Los Angeles-based investment firm specializing in media, sports, entertainment, communications and related sectors. In connection with the partnership, Shamrock has committed capital to support Swansea’s strategic priorities and future growth. The investment comes from Shamrock’s Content Strategy.

FlexWork Sports Acquires ProCamps and G3 Marketing

FlexWork Sports, a youth sports experiential company, announced its acquisition of sports management and athlete experience company, ProCamps, and its brand activation agency, G3 Marketing. Founded in 1999, ProCamps conducts more than 175 events each year with top professional and collegiate athletes, which will now be integrated under the FlexWork Sports brand. G3 Marketing will operate as a FlexWork Sports company, continuing its work in talent procurement and activations for top brands.