A branded activation like that takes months - there's 0 way they came on after - maybe upped their sponsor to the next tier when SI wasn't able to bring on a higher level sponsor so they offered them a bump for more investment (I've seen that done lots - like we will let your bathing suits walk if you move from a bronze to silver sponsorship package - but no way were they not already in conversation.
A branded activation like that takes months - there's 0 way they came on after - maybe upped their sponsor to the next tier when SI wasn't able to bring on a higher level sponsor so they offered them a bump for more investment (I've seen that done lots - like we will let your bathing suits walk if you move from a bronze to silver sponsorship package - but no way were they not already in conversation.