New York – October 28, 2026 -- The Farmer's Dog has become the official pet food partner of five college athletic departments for the next three years, building the deals around their live dog mascots. The schools are Georgia, Tennessee, UConn, Tulsa and Washington.

The release did not state financial terms. The partnership extends college sports' name, image and likeness (NIL) era to the mascots: Uga of Georgia, Smokey of Tennessee, Jonathan of UConn, Goldie of Tulsa and Dubs of Washington. The company will supply the dogs with human-grade meals and treats.

Queens, N.Y. – October 13, 2026 -- AlumniFi has become the Official Credit Union of St. John's Athletics and the first corporate partner in program history to put its logo on Red Storm uniforms, in a deal the department describes as among the most significant financial commitments it has received.

Amherst, Mass. – September 07, 2026 -- Baystate Health will place its logo on both 25-yard lines at McGuirk Alumni Stadium starting with the 2026 UMass football season, marking the first time a brand logo has appeared on the field's gridiron in the stadium's history since 1965. The move expands a multi-year partnership between UMass Athletics, Baystate Health and Learfield's UMass Sports Properties, deepening a sponsorship relationship that has run for more than a decade.