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  • Under Armour's fitness connection: CEO   Thursday, 5 Feb 2015 | 7:32 AM ET
    Under Armour's fitness connection: CEO

    Wearables will equal apparel one day, says Kevin Plank, Under Armour CEO, discussing his company's digital fitness strategy.

  • Players are role models - like it or not: NFL's McNair

    We are being held to a higher standard and need to act accordingly, says Houston Texans owner Bob McNair, discussing why the NFL needs to have "zero tolerance" towards players that commit crimes.

  • Sport wars: Nike vs. Under Armour   Tuesday, 16 Sep 2014 | 7:42 AM ET
    Sport wars: Nike vs. Under Armour

    Sam Poser, Sterne Agee, shares his thoughts on the rivalry between Nike and Under Armour as the two companies battle it out for top athlete endorsers.

  • The business of Tom Brady   Friday, 5 Sep 2014 | 7:13 AM ET
    The business of Tom Brady

    Tom Brady, New England Patriots quarterback, discusses his endorsement deals with Under Armour. And Bob Kraft, The Kraft Group chairman & CEO, and New England Patriots owner, weighs in.

  • Innovating sports medicine: Tom Brady   Friday, 5 Sep 2014 | 7:09 AM ET
    Innovating sports medicine: Tom Brady

    Tom Brady, New England Patriots quarterback, talks about TB 12 sports therapy and the upcoming football season. And Bob Kraft, New England Patriots owner, weighs in.

  • Johnny Football puts derivatives in playbook Thursday, 7 Aug 2014 | 12:26 PM ET
    Cleveland Browns’ quarterback Johnny Manziel signs autographs after practice during training camp in Berea, Ohio.

    Regulatory filings show that Cleveland Browns quarterback Johnny Manziel is slated to receive warrants to purchase stock with his latest endorsement.

  • Danica Patrick on new shades, Twitter etiquette Thursday, 7 Aug 2014 | 9:54 AM ET

    In dealing with her more than a dozen sponsors, including Revo, NASCAR driver Danica Patrick tells CNBC she does not like to overpromote her brands on Twitter.

  • Vonn is gone: What Lindsey's exit means for games Tuesday, 7 Jan 2014 | 2:50 PM ET
    Lindsey Vonn arrives for training for the Women World Cup Downhill on Dec. 18, 2013, in Val d'Isère, France.

    America's top female skier won't be in Sochi, and that could mean trouble for U.S. medal hopes and TV viewership.

  • NASCAR's Danica Patrick's new endorsement deal Monday, 28 Oct 2013 | 12:37 PM ET

    NASCAR driver Danica Patrick appeared on CNBC's "Squawk Box" to discuss her new deal to be "brand ambassador" for REVO sunglasses.

  • Soda pitchman Biz Markie sours on sugary drinks Wednesday, 11 Sep 2013 | 12:49 PM ET
    Biz Markie

    Rapper, actor and former Sprite pitchman Biz Markie is changing his tone on sugary drinks by endorsing zero calorie soda maker Zevia.

  • Endorsements key to sport earnings: pro   Monday, 22 Jul 2013 | 5:40 AM ET
    Endorsements key to sport earnings: pro

    David Friedman, president of Wealth-X, talks about sports earnings after Phil Mickelson won the Golf British Open, but whose wealth remains $400 million below Tiger Wood's.

  • The hottest rides around: Nascar's top cars Saturday, 20 Jul 2013 | 7:00 AM ET

    Marcus Lemonis of Camping World sponsors the NASCAR Camping World Truck Series. Other companies have sponsored NASCAR drivers too, but which drivers, and which companies?

  • CEO Grows Under Armour Brand With Tom Brady   Wednesday, 5 Jun 2013 | 10:38 AM ET
    CEO Grows Under Armour Brand With Tom Brady

    Kevin Plank, Under Armour chairman, president and CEO, and New England Patriots quarterback Tom Brady discuss the company's newest endorsement deal and its strategy to expand its brand.

  • Collins’ Bold Move Could Spur 'First-Out' Boost Tuesday, 30 Apr 2013 | 4:00 PM ET
    Jason Collins becomes the first openly gay athlete currently playing professional sports in the U.S.

    When Jason Collins stepped out of the closet, he opened the door to marketing opportunities that go with the fame of doing something first, sports marketing experts said Tuesday.

  • NBA's Collins Comes Out: Will Endorsements Follow? Tuesday, 30 Apr 2013 | 8:45 AM ET
    Jason Collins becomes the first openly gay athlete currently playing professional sports in the U.S.

    There are companies who will want to associate with Collins. But, as they say, it's not a slam dunk.

  • Nike Suspends Contract With Pistorius Thursday, 21 Feb 2013 | 6:49 AM ET
    Oscar Pistorius

    American sportwear company Nike suspended its endorsement contract with South African Paralympian Oscar Pistorius on Thursday after he was charged with murdering his girlfriend a week ago.

  • Emirates Airline Signs Formula One Sponsorship Deal Tuesday, 5 Feb 2013 | 6:27 AM ET

    Emirates airline sealed a five-year branding deal with Formula One motor racing on Tuesday as it tries to outdo regional rivals for global prominence.

  • Lance Armstrong during an interview with Oprah Winfrey regarding the controversy surrounding his cycling career January 14, 2013 in Austin, Texas.

    His titles, his awards and his legacy, are mostly gone. Not even his confessional to Oprah can bring them back. Lance is done - or is he?

  • Government Cashes Out AIG   Tuesday, 11 Dec 2012 | 1:55 PM ET
    Government Cashes Out AIG

    CNBC's Eamon Javers and John Carney discuss whether taxpayers really profited from the government's bailout of AIG and HSBC's $2 billion money-laundering fine.

  • Nike Terminates Contract With Lance Armstrong   Wednesday, 17 Oct 2012 | 8:31 AM ET
    Nike Terminates Contract With Lance Armstrong

    Nike has announce it is ending its contract with Lance Armstrong, due to seemingly insurmountable evidence that he participated in doping and misled Nike, reports CNBC's Andrew Ross Sorkin.