Databricks pays $22.8 million to put its name on Cal's football stadium

Databricks, the AI data platform startup, has struck a $22.8 million sponsorship deal to put its name on the University of California, Berkeley's football stadium. The deal marks the company's first foray into college athletics sponsorship.

The move gives Databricks national television exposure during games while reconnecting the company to its origins, since it was founded by researchers from UC Berkeley. The sponsorship is seen as part of a broader push by fast-growing AI companies to build consumer and public brand recognition beyond the tech industry.

The deal reflects how well-funded AI startups are increasingly using large-scale marketing and sponsorships, traditionally associated with major consumer brands, to raise their profile as they compete for talent, customers, and public attention.