Burris Optics announced a partnership with Coyote Down, a popular YouTube channel focused on predator hunting. Coyote Down host Josh Shepherd and his family will exclusively use Burris optics, including the Eliminator 6 riflescope, with content rolling out across YouTube, Instagram, and Facebook throughout the year.
Beretta USA will sponsor the Super Sporting competition at the 2026 NSCA Southeast Regional Championship at Quail Creek Sporting Ranch in Okeechobee, FL, June 2-7. Attendees can experience Beretta's premium shotguns including the 694 Black DLC, DT11 Super Sport, SL2, AX800 Suprema, and A400 L Sporting, while watching Team Beretta athletes Anthony Matarese Jr., Joe Fanizzi, Desirae Edmunds, Zachary Kienbaum, and Diane Sorantino compete.
Dead Air Silencers announced its role as headline sponsor of the SPARC Series, a regional precision rifle competition expanding across Utah, Arizona, Nevada, and Idaho. Director of Marketing Jared Rehm stated the sponsorship aligns with Dead Air's focus on purpose-built, high-performance suppressors for competitive shooting environments.
Beretta USA announced its sponsorship of NASCAR driver Jeb Burton for the Sports Illustrated Resorts 250 at Nashville Superspeedway on May 30. The partnership highlights Beretta's commitment to American manufacturing through its Gallatin facility, celebrating its 10-year anniversary this year.
Winchester will be featured alongside Bass Pro Shops on the No. 3 Richard Childress Racing Chevrolet in the 2026 Coca-Cola 600. Winchester is honoring the 250th Anniversary of the United States with commemorative ammunition packaging series, including limited-edition collectible designs celebrating American heritage and the nation's hardworking citizens.
Sarsilmaz and SDS Arms announce co-sponsorship of the 2026 CMP Bianchi Cup, taking place May 21–24 at Green Valley Rifle & Pistol Club in Hallsville, Missouri. Sarsilmaz will showcase firearms including the SAR9 series, SAR9 SOCOM models, 7/24 series, and K12 hammer-fired steel pistol.
Wiley X served as an official sponsor and partner of Boot'n & Shoot'n, the 15th annual patriotic fundraising event hosted by Valor Mission Project at Dallas Gun Club in Lewisville, Texas. The event has raised over $10 million to date, with proceeds benefiting Valor Mission Project and organizations including Brain Treatment Foundation and Third Option Foundation.
Lapua has renewed its partnership with U.S. Biathlon as the official ammunition supplier for the upcoming Olympic quadrennial. The partnership supports U.S. Biathlon athletes competing in the winter sport that combines cross-country skiing with rifle marksmanship using .22 LR ammunition.
CZ announced the addition of Brennah Gaston to its professional shooting team. Gaston, a rising star in practical shooting, earned a gold medal with Team USA at the 2025 IPSC Handgun World Shoot and is the reigning Ladies Open National Champion. She will compete in major USPSA and IPSC matches throughout 2026 using CZ firearms.
Beretta and premium dealer Gray Rose announced their Silver Star sponsorship of Concert for the Heroes 2026, taking place May 8–9 in Bluffton, SC. The event features a private sporting clays range day and headline concert with Lee Brice to support veterans and first responders through OPFOB's mission.
Beretta serves as title sponsor of the 2026 NSCA Northeast Regional Championship at M&M Hunting Preserve in Pennsville, NJ, May 12-17, showcasing competition shotguns including the 694 Black DLC, DT11 Super Sport, SL2, AX800 Suprema, and A400 L Sporting. Team Beretta athletes Connor Daniel, Desi Edmunds, Dominic Grossi, Zach Kienbaum, Diane Sorantino, and Jared Greenwood will compete.
20North Marketing has signed on as Platinum Sponsor for the 2026 NSSF Marketing & Leadership Summit, taking place May 12–14 in Hilton Head. The digital marketing agency will support industry discussions on AI-driven search, leadership, consumer behavior, and digital marketing strategies.
Hornady Manufacturing Company announced partnerships with Scouting America, serving as ammunition sponsor for Camp Cedars Rifle and Shotgun programs and the Mid-America Council's annual Sporting Clays Event. The initiative supports youth development in shooting sports through safe, supervised instruction emphasizing discipline, responsibility, and outdoor engagement.
CZ announced the addition of competitive shooter Deshaun Jenkins to its professional shooting team. Jenkins, a Grand Master in USPSA, has won multiple championships including the 2023 Atlanta Practical Shooting Championship and 2025 Alabama State Championship, and will compete with the CZ Shadow 2 platform.
Staccato 2011 returned as Patriot Sponsor of Second Bend Labs' Guns, Golf & Gills charity event, which raised $200,000 for the Combat Control Foundation. IPSC World Champion Max Michel provided elite shooting instruction at the event, deepening Staccato's commitment to the warfighter community.
FastBound announced its sponsorship of the NSSF Marketing & Leadership Summit, taking place May 12–14, 2026, in Hilton Head, South Carolina. VP of Sales & Marketing Jamison Collins stated the sponsorship reflects FastBound's commitment to innovation and leadership in the firearms and outdoor industries, serving over 7,000 active FFLs nationwide.
Dead Air Silencers will sponsor the 2026 CANCON East event May 7-9 at The Clinton House Shooting Complex in Clinton, South Carolina, showcasing centerfire and rimfire suppressors including the Ruger RXD910Ti, CT5P, Nomad Ti OTB, Sandman X, and Mojave 45 models.
ALPS Mountaineering announces its third consecutive year partnering with Philmont Scout Ranch to promote the Wilderness Pledge Achievement Award for Boy Scouts of America. Proceeds from award sales support Philmont's sustainability initiatives, including recycling efforts and environmental education programs.
SoundGear, a hearing protection technology leader manufactured by Starkey, announced a national sponsorship of the USA Clay Target League to support youth shooting sports athletes' safety and hearing health. The partnership aims to provide advanced hearing protection to over 56,000 students across 2,000 school-approved teams nationwide.
Winchester AA shotshells and White Flyer targets will be featured on the No. 3 Richard Childress Racing Chevrolet during the Würth 400 at Texas Motor Speedway on May 3. Both brands are official partners of the Amateur Trapshooting Association, National Sporting Clays Association, and Scholastic Clay Target Program.