Brands bet on F1 and league sponsorships: the week in sports media

Brand partnerships around Formula 1 races and sports leagues led the week, alongside a Nadal exhibition, an ASICS research lab and an open access deal.

Nov 4, 2026 · News Today Lines newsroom

Sports sponsorship and event marketing made up most of the week's releases. Two brands reported on Formula 1 race weekends: Volcan de mi Tierra, as the Official Tequila of Formula 1, hosted experiences at the Gran Premio De La Ciudad De Mexico 2026, and Pacsun says trackside sales at its Austin pop-up have grown more than 177% since 2023. Radar Tires signed on as an Official Partner of Manny Pacquiao's MPBL basketball league in the Philippines, and MGM Resorts International announced Rafael Nadal will headline "The MGM Slam Presented by Capital One" in Las Vegas in February 2027.

Outside of sponsorships, ASICS opened a running research lab with the University of Michigan. TECNO launched a Philippines portrait gallery on solo motherhood with artist Angélica Dass. North Dakota Tourism Division promoted city travel to Fargo, Grand Forks and Bismarck-Mandan. On the publishing side, Elsevier and the Japanese negotiating body OASE+ agreed a new three-year Read and Publish term.

VOLCAN DE MI TIERRA

Volcan de mi Tierra Brings Mexican Craftsmanship Home as the Official Tequila of Formula 1® at the Formula 1 Gran Premio De La Ciudad De Mexico 2026

Volcan de mi Tierra, the Official Tequila of Formula 1, says it is hosting exclusive experiences at Gordon Ramsay at F1 La Terraza and the F1 Paddock Club at the Formula 1 Gran Premio De La Ciudad De Mexico 2026. The brand is using the Mexico City race to promote its Mexican heritage before an international audience.

MGM Resorts International

Tennis Legend Rafael Nadal Returns to The Court to Headline "The MGM Slam Presented by Capital One" Sunday, Feb. 28, 2027 at T-Mobile Arena in Las Vegas

MGM Resorts International says 22-time Grand Slam champion Rafael Nadal will headline "The MGM Slam Presented by Capital One" on Sunday, Feb. 28, 2027 at T-Mobile Arena in Las Vegas. Tickets go on sale Friday, Oct. 30 at 10 a.m. PT.

Pacsun

PACSUN TAKES A VICTORY LAP IN AUSTIN WITH ITS BIGGEST FORMULA 1 UNITED STATES GRAND PRIX WEEKEND YET

Pacsun says its fourth Formula 1 United States Grand Prix in Austin was its biggest race weekend yet. The company reports trackside sales have grown more than 177% since its first Austin pop-up in 2023, including a 19% increase in 2026.

TECNO

Beyond the Label of Solo Motherhood: TECNO and Angélica Dass Launch the Philippines Portrait Gallery for 100 Portraits of Becoming

TECNO and artist Angélica Dass launched a Philippines portrait gallery for the 100 Portraits of Becoming project, featuring 20 Filipinos whose lives intersect with solo motherhood. The companies say the gallery shows roles, relationships and ambitions beyond a single label.

ASICS

ASICS Opens Its First Industry-Academia R&D Lab for Running Innovation with the University of Michigan

ASICS and the University of Michigan opened the ASICS x Michigan Sport Innovation Center (AMSI) in Ann Arbor, which ASICS describes as its first industry-academia R&D lab for running. The center combines multidisciplinary research and athlete insight for running product development.

Radar Tires

Radar Tires Joins Forces with the 8-Division Boxing World Champion Manny Pacquiao's Basketball League, the MPBL, to Drive Youth Forward Through Sport in the Philippines

Radar Tires has become an Official Partner of Manny Pacquiao's Maharlika Pilipinas Basketball League (MPBL). The company says the partnership supports Pacquiao's aim of creating opportunities for young Filipinos through sport.

North Dakota Tourism Division

North Dakota's Unexpectedly Urban Side: Discover the Food, Art and Energy of Its Cities

North Dakota Tourism Division is promoting Fargo, Grand Forks and Bismarck-Mandan as city getaway destinations. The agency points to independent restaurants, contemporary art and signature events in those cities.

Elsevier Limited

OASE+ and Elsevier Agree Next-Phase Read and Publish Agreement to Expand Open Access Publishing in Japan

Elsevier and OASE+ agreed a new three-year term for their Read and Publish agreement in Japan. Elsevier says the deal removes the annual cap on open access publishing and extends eligibility beyond universities.

This roundup is written with AI assistance from the press releases listed above, using only what they state. The releases are the companies' own announcements, not News Today Lines reporting.