FIRST WORD · MORE DETAILS TO FOLLOW
Every story opens in its correct destination: Calendar for dates, Globe for places, Swag Bag for collaboration objects and Major Events for the wider ecosystem.
THE BUZZ NEVER STOPS
This is happening.
When it happens.
Where it lives.
What it leaves behind.
The wider world around it.
THE LIVE COLLABORATION WIRE
Choose a city, a category and then a brand. Stop whenever the stories feel right.
American Leather displayed a sleeper sofa made up with Peacock Alley bedding and debuted a collaboration with the Dallas luxury linen brand at High Point Market.
Cra-Z-Art announced an expansion of its existing licensing agreement with Nickelodeon to market and distribute pre-made slime, DIY slime kits and modeling compounds globally.
Athletic Brewing became LOVB’s official non-alcoholic beer partner for the 2026 season, with the sponsorship spanning all six LOVB Pro markets, including Atlanta.
Brown-Forman announced new distributor relationships across 13 U.S. markets, including Reyes Beverage Group and Breakthru Beverage Group, with the transitions beginning August 1, 2025.
Virginia Tech Athletics directs fans to SeatGeek, identified as its official fan-to-fan marketplace, for ticket options for the Georgia Tech game.
SHEIN announced a partnership with Romanian e-commerce automation platform easySales to improve marketplace services and help Romanian brands and retailers sell across Europe through SHEIN Marketplace.
The V&A Waterfront's Cape Catch initiative works with Abalobi to create formal market access for traditional fishers while introducing sustainable seafood badging, education and restaurant participation.
Chicago Sky and MeiGray entered a partnership under which MeiGray becomes the Sky’s official and exclusive game-worn source, marketing, selling, and auctioning authenticated game-worn jerseys and other team items.
The five-year Kraft Heinz–NFL partnership includes stadium and gameday visibility, co-branded marketing, limited-edition packaging, retail activations and fan experiences involving HEINZ and other portfolio brands.
MLP partnered with Champions Series Pickleball, formerly the National Pickleball League, to license the MLP brand for CSP's professional coed senior team format, jointly market and promote the program, pursue media opportunities, and integrate MLP Champions Series events into the 2026 MLP season.
MLP partnered with Champions Series Pickleball, formerly the National Pickleball League, to license the MLP brand for CSP's professional coed senior team format, jointly market and promote the program, pursue media opportunities, and integrate MLP Champions Series events into the 2026 MLP season.
MLP partnered with Champions Series Pickleball, formerly the National Pickleball League, to license the MLP brand for CSP's professional coed senior team format, jointly market and promote the program, pursue media opportunities, and integrate MLP Champions Series events into the 2026 MLP season.
Asmodee USA and Professor Puzzle entered an agreement granting Asmodee exclusive distribution rights for Professor Puzzle’s games portfolio in U.S. hobby channels and selected mass-market channels.
4M appointed The Toy Network as its exclusive distributor for the U.S. specialty-toy channel. The agreement was scheduled to launch at the ASTRA Marketplace and Academy show in St. Louis.
Gharyan Stoneware worked with Powered by People on ethical-production and marketplace-growth initiatives, including capacity-building, client connections and industry opportunities.
ESPN and FERG created an NBA marketing campaign using FERG’s unreleased tracks “Can’t Stop Me” and “Aura” across ESPN’s linear, digital and social platforms during the 2026-27 NBA season.
FIFA announced that Mengniu would become an official sponsor of the FIFA Women’s World Cup 2027, extending a multi-tournament commercial relationship and associated brand promotions and marketing activities.
Air China and Singapore Airlines agreed to pursue a commercial joint venture partnership covering expanded codeshares, coordinated schedules and fares, joint fare products, marketing and revenue-sharing arrangements, plus enhanced frequent-flyer benefits.
Rosebud Woman launched a focused assortment of intimate skincare and body-care products on Maisonette, a marketplace for children and parents.
Samsonite and Luxury Escapes entered a premium travel partnership spanning social content creation and broader marketing initiatives.
Finecross-owned skincare brand shaishaishai signed a strategic cooperation agreement with Liren Cosmetics, which would serve as its China general distributor and handle positioning, marketing and channel management.
Lamps Plus partnered with Jamie Young Company on an exclusive Cloud mini pendant lighting line launched at High Point Market and sold through Lamps Plus stores and its website.
Hamilton Beach Brands and The Clorox Company agreed to develop and distribute Clorox-branded air purifiers and additional appliances for the home health and wellness market.
F&W Style partnered with the Beyond the Gates television property to turn the show's fictional ChelseaKat handbag line into purchasable real-world products.
TURN THE BUZZ INTO A PLAN