Each month, we track which brands capture the most attention among sponsorship decision-makers. In July, three telecom giants—Verizon, T-Mobile, and AT&T—all saw notable jumps, with Verizon rising to the #1 spot, T-Mobile close behind at #2, and AT&T landing at #4. Here’s what triggered their rise and why these sponsorships matter.

Verizon made waves by leaning into the cultural crossover between sports, fashion, and tech. The brand partnered with Kristin Juszczyk, NFL fashion designer and viral sensation, and Super Bowl champion Drew Brees to launch a custom varsity jacket campaign promoting its +play platform. Tapping into the popularity of NFL Sunday Ticket, HBO Max, and Netflix, the collaboration bridged sports fandom with lifestyle influence in a way that felt organic. For sponsorship executives, Verizon’s move signaled how utility brands can go beyond function and tap into the emotional fabric of sports culture to drive platform engagement and awareness.

T-Mobile, meanwhile, put a bold stamp on the NIL landscape with a high-impact ad featuring Florida quarterback commit DJ Lagway alongside NFL stars Patrick Mahomes and Rob Gronkowski. The commercial, filmed and released in July, positioned Lagway as a face of the future. By aligning a college star with legacy talent, T-Mobile reinforced its long-standing investment in athlete marketing while pushing the boundaries of how and when brands activate around emerging talent. It was a clear reminder that NIL isn’t just about local deals anymore, it’s a national-stage tool for brand storytelling.

AT&T’s jump on the list came thanks to its renewed long-term sponsorship of the AT&T Pebble Beach Pro-Am, announced in mid-July. While some brands are pulling back on golf, AT&T doubled down, strengthening its association with one of the sport’s most iconic events. The extension reinforces the brand’s commitment to prestige, consistency, and relationship-building through sport. For sponsors, the message is clear: long-term partnerships that align with a brand’s core identity can deliver not just exposure, but legacy in a fragmented media landscape, legacy matters more than ever.

The rise of Verizon, T-Mobile, and AT&T in sponsorship interest this July highlights a broader trend. Each activation blended cultural relevance, athlete alignment, and long-term positioning to create sponsorships that go beyond impressions and into influence. For sponsorship decision-makers, these brands serve as a case study in how to stay top-of-mind by showing where sports, entertainment, and technology intersect.