Axon enters sports sponsorship arena with ASU football headset deal

Axon Enterprise Inc. (Nasdaq: AXON), the Scottsdale-based technology company that most famously makes Tasers, has entered the sports sponsorship arena for the first time.

Arizona State University Sun Devil Athletics and the company announced Aug. 27 as part of a new partnership, Axon’s logo will appear on the headsets of Sun Devil football coaches for the 2025 season.

The new headsets will debut during ASU’s opening game Aug. 30 against Northern Arizona University in Tempe.

“Arizona has always been part of Axon’s DNA, and teaming up with Sun Devil Athletics is a great way to celebrate that,” Josh Isner, Axon’s president, said in a statement. “We’re proud to stand with the Sun Devils and Coach Dillingham — not just as partners, but as fans — and seeing the Axon logo on the sidelines this season is a reminder of our Arizona roots and our mission to protect life and strengthen the communities we serve.”

Axon’s logos will be seen at all ASU games – at Mountain America Stadium, away games and possible postseason and bowl games – this season.

Following the success the Sun Devils had in the 2024 season – winning the Big 12 Championship Game and playing in the College Football Playoff – ASU has brought on a series of new partners, as well as more donations from boosters. The charisma, energy and excitement of head coach Kenny Dillingham, is usually brought up as a reason for the investment and partnership in the team.

Dillingham is about to start his third season as the Sun Devil head coach and since taking the job he has encouraged corporations and business owners in the Phoenix area to get more involved with ASU football.

Get tickets: Business of Sports event features ASU’s Athletics Director and Cardinals’ owner

At ASU, as at most universities, football is the largest revenue driver, and the success of the team can affect the rest of the sports and athletic programs at the school.

“The Phoenix business community plays an important role in the evolution of our athletic department,” ASU Athletics Director Graham Rossini said in a statement. “We look forward to this new collaboration, starting with our football program, and growing over time.”

Along with an increase in corporate sponsorships, ASU has increased its season ticket base by 7,500 this season and it has sold out all of its suites and other premium seating options for all its home games in 2025. Still, Dillingham has stressed that his players have not yet received the number of Name, Image, and Likeness deals with area businesses that he thought they would after last year’s breakthrough season.