The XFL has teamed up with Navigate Research and Connect Partnership Group to launch a comprehensive corporate partnership strategy for the spring season American football league in its push towards landing key sponsorship partners.

The Dallas-based Connect Partnership Group is a sports marketing agency that drives business for rights holders and brands by creating strategic and authentic partnerships in the sports and entertainment sector. The Chicago-based Navigate Research, meanwhile, is an advisor to leading brands and organizations in sports and entertainment.

“The XFL provides brands with the opportunity to bring football fans closer to the game they love through more access, more action and more fun. Navigate and Connect have the expertise, track record and relationships to visualize this unique opportunity for partners,” said Jordan Schlachter, Chief Marketing and Commercial Officer at the XFL.

The St. Louis BattleHawks this week signed regional energy company Ameren as a founding partner and presenting partner of the team’s inaugural home game, on February 23. It follows a similar announcement with Anheuser-Busch.

Having been announced in January 2018, the rebooted XFL officially kicks off on February 8-9, the weekend after the National Football League’s Super Bowl LIV.

Read this: XFL confident its second act will prove a success and avoid same fate as AAF