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New Looks in Nashville and Toronto

Since I started writing this newsletter back in 2019, one thing I've noticed is that our readers love stories related to branding, logos and uniforms. This morning, we have two examples of sports properties looking to modernize their looks, albeit in very different ways. For Vanderbilt University, it's a complete rebrand that sees the school relegate its iconic "Star V" logo to a secondary mark, while the Toronto Maple Leafs unveiled a reversible jersey designed by singer and super fan Justin Bieber. Traditionalists, be warned: These are way out there.---Morning Consult Writers

Top Stories​

Ashleigh Barty, the world's No. 1-ranked women's tennis player, announced her retirement from the sport at the age of 25 in an Instagram video, just months after winning her third Grand Slam championship, this time in her home country of Australia in January. Barty, who said she plans to "chase other dreams" following her victories in the past year at the Australian Open and Wimbledon, earned $23.8 million in prize money and 15 career singles titles during her professional career. (The New York Times) Adidas AG said it will offer any athlete who plays at a Division I college sponsored by the sportswear company the opportunity to profit from the use of their name, image and likeness, paying them per social media post and allowing them to join an affiliate program that grants them a percentage of sales they drive to the company's website or app. Adidas said the program, which it plans to roll out in phases over the next year, could reach more than 50,000 athletes at 109 schools. (Sportico) The NFL told teams in a memo that it has loosened restrictions preventing them from partnering with companies in the blockchain technology space, but that they will "continue to be prohibited from directly promoting cryptocurrency." Joe Ruggiero, the NFL's head of consumer products, said team deals with blockchain companies can not exceed three years "so that it gives us flexibility for the long term," adding that the league itself could sell sponsorship rights in the space. (CNBC) CBS and Turner Sports are averaging 9.12 million viewers per broadcast window through the first weekend of the NCAA men's basketball tournament, marking the event's best viewership figure through the first two rounds since 2017. Sunday's game between Duke and Michigan State ranks as the most-viewed game of the tournament thus far with 11.22 million viewers on CBS. (Sports Media Watch)

COLLEGE SPORTS National College Players Association files civil rights complaint with U.S. Department of Education against Division I schools Harry Lyles Jr., ESPN The National College Players Association filed a civil rights complaint with the U.S. Department of Education's Office for Civil Rights, asserting that more than 350 Division I colleges are violating Black students' civil rights by imposing a collusive athlete compensation prohibition. Missouri hires Dennis Gates: Cleveland State coach led Vikings to two straight postseason appearances David Cobb, CBS Sports The Tigers announced Gates as the successor to Cuonzo Martin on Monday, marking a new chapter for a proud program that hasn't won an NCAA Tournament game in over a decade.

GENERAL

New York City mayor says Nets, Knicks, Yankees, Mets will have to wait for loosened COVID-19 vaccination restrictions Nick Friedell, ESPN Teams like the Brooklyn Nets, New York Knicks, New York Yankees and New York Mets are all waiting on a rollback of the private employer mandate, which does not allow employees to work in the office — or in this case players to play for their teams — if they are not vaccinated against COVID. Fast.co doubling down on sports sponsorships to grow awareness Terry Lefton, Sports Business Journal Fast has since late last year cemented exclusive sponsorships within the "accelerated checkout/accelerated payment" categories with the likes of the Cavaliers, Lightning, Predators, Tottenham and Australian Football League's Brisbane Lions.

---Morning Consult
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