Today's Sports Business Pulse
Lionel Messi joins Cristiano Ronaldo as billionaire footballer after US endorsement wave
Lionel Messi’s net worth has surpassed $1 billion, putting him on par with Cristiano Ronaldo as the only footballers to reach billionaire status. The milestone comes from a series of high‑value U.S. endorsement and licensing agreements across apparel, technology and media, expanding his brand footprint in North America.
Also developing:
By the numbers: Lucra raises $20M to expand eSports gamification platform
How to Activate Around the 2026 FIFA World Cup Without an Official Sponsorship
The 2026 FIFA World Cup is projected to generate more than $10 billion in global advertising spend, yet most brands will lack official FIFA rights. To capture fan attention without infringing trademarks, marketers are urged to adopt a "corridor" strategy that operates within FIFA’s compliance boundaries and Clean Zones. The Boston‑Foxborough corridor illustrates how brands can own transit, community, and post‑match spaces, leveraging four tactics: corridor ownership, community activation, cultural association, and athlete or creator partnerships. This approach offers measurable, legal engagement while avoiding the constraints of official sponsorship agreements.
Fanatics and American Express Launch Co-Branded Card to Monetize Sports Fandom
Fanatics and American Express announced a partnership that creates a co-branded Fanatics American Express Card, letting cardholders earn FanCash and access exclusive sports experiences. The deal taps into roughly 80% of Amex’s U.S. consumer base who identify as sports fans,...
FIFA Could Make $15 Billion as World Cup Fans Get Priced Out
FIFA could generate up to $15 billion from the 2026 World Cup as dynamic pricing drives ticket costs beyond $1,000, with resale listings for the final topping $30,000. Demand dwarfs supply, with more than 500 million requests for roughly 7.1 million seats. The...
ENHA's Zero‑Spend Launch Sparks 375M‑Reach Global Games
Another proof point that, with virtually no marketing spend, $ENHA has managed to build a global sports brand at record speed. Our inaugural @enhanced_games this Sunday, May 24, are attracting a full house of the world’s most followed digital creators and...
$50 Million Sponsorships, Sky-High CPMs: Welcome to the 2026 World Cup
The 2026 FIFA Men’s World Cup will be hosted across the United States, Mexico and Canada, giving Fox and Telemundo unmatched access to two of the world’s biggest TV markets. Advertisers are scrambling for inventory, with Fox’s top sponsorship packages...
Jazz Owner Prioritizes Championship Over Utah Ties
Utah Jazz owner Ryan Smith, on if he gives any bonus points to drafting someone with Utah connections after he, himself, held out to buy his hometown team: "[We're] going to draft whoever is going to put us closer to...
Mark Cuban Explains The Business of Owning an NBA Team
In this episode, Mark Cuban discusses the business realities of owning an NBA franchise, explaining why he sold his majority stake in the Dallas Mavericks and how private‑equity investors are reshaping team valuations. He highlights the importance of arena‑adjacent real‑estate...
College Football Budgets: Biggest Growth and Cost per Win Revealed
Good morning I FOIA'd (almost) every public FBS and FCS school, got their reported college football operating budgets for FY25, and put them in a table for you to read. Here's who grew the most from last year, who spent the...
Research: SVoD Catalogues Upping Sports Content
Gracenote’s Q2 2026 analysis shows sports now account for 5 percent of the total catalog on leading subscription‑video‑on‑demand (SVoD) platforms, up from just 1.4 percent in late 2024. HBO Max leads the pack, contributing 35 percent of all sports titles and 42 percent of individual games and...
Arsenal's Victory Highlights American Owners' Growing Influence
⚽ New Episdoe⚽ @JacobFeldman4 and @kbadenhausen pinch hit: Sporticast: What Arsenal’s Win Means for EPL’s American Owners https://t.co/XRemnPCbpX via @sportico
AFLE Appoints DMC Germany as International Production Partner
The American Football League Europe (AFLE) has named DMC Production Germany as its international TV production partner for the league’s inaugural 2026 season. DMC will deliver the world feed for all 36 regular‑season and playoff games across six countries, using...
Ronda Rousey's Netflix MMA Return Sets U.S. Viewership Record at 11.6 Million
Ronda Rousey’s return to the cage on Netflix pulled a peak of 11.6 million U.S. viewers and 17 million worldwide, eclipsing the previous MMA record of 8.8 million. The event, staged by Most Valuable Promotions, marks the first live MMA broadcast on Netflix...
FC Barcelona Add Emirates Islamic as Commercial Partner in Middle East
FC Barcelona has signed a five‑year commercial banking partnership with UAE‑based Emirates Islamic, making the bank its official partner in the United Arab Emirates through June 2028. The deal includes a co‑branded Barça Cashback Card that offers rewards, ticket access and...
Esports Boom Goes Global—Act Now or Miss Out
Our recent book reflects the global nature of a fast burgeoning esports economy. China, Saudi Arabia, South Korea, Denmark and now Thailand (see tweet below). Some countries are asleep and will miss out on first mover advantages. More to this...
Sporticast: What Arsenal’s Win Means for EPL’s American Owners
Arsenal clinched its first Premier League title in 22 years, a triumph that highlights the growing influence of American ownership in English soccer. The club is part of Kroenke Sports & Entertainment, whose portfolio—including the Los Angeles Rams, Denver Nuggets and...
Going Good for Norsk Rikstoto with NEP Mediabank Setting the Pace
NEP Europe has extended its partnership with Norwegian horse‑racing operator Norsk Rikshoto, deploying NEP Mediabank as the unified media asset management platform for the new direct‑to‑consumer OTT service, Rikshoto Play. The system now handles live ingest, metadata enrichment, archiving and...
Sky Deutschland Extends EPL Contract Until 2030/31 Season
Sky Deutschland has extended its Premier League broadcast agreement through the 2030‑31 season, adding three more years to its existing deal. The contract guarantees coverage of all 380 league matches each season, with more than 280 shown live, and includes public‑screening...
IPL 2026 Sponsors Watch: Chennai Super Kings
Chennai Super Kings (CSK) entered IPL 2026 with a deep‑rooted sponsorship portfolio anchored by Etihad Airways, FedEx and Ashok Leyland. The franchise leveraged its enduring fan loyalty and MS Dhoni’s brand to attract partners across logistics, automotive, finance, FMCG, technology and...
World Cup Sponsorships Reveal Deep Global Political Agendas
The Hidden Politics Of FIFA World Cup Sponsorships Brands are not just logos or a matter of business, they are set in the context of bigger global issues https://t.co/l69zabkNHi @Fire_and_Skill #Geosport https://t.co/8NlkIvGJk8
How Brands in the Middle East Can Triumph During the 2026 FIFA World Cup
WPP Media argues Middle Eastern brands must move beyond distant global sponsorships and focus on fan‑centric, digital experiences for the 2026 FIFA World Cup. By creating mobile‑first digital fan zones, deploying creator crews in both the MENA region and North...
Wrexham’s Finances Soar After Reynolds‑Mac Takeover
Although Wrexham narrowly missed out on a Championship play-off place, their rise has been staggering since Ryan Reynolds and Rob Mac (formerly McElhenney) arrived at the club. Here's a look at how the club's finances have dramatically changed in recent...
CFP May Need Multiple Network Bidders for New Games
In order for the 12 new games to generate enough TV $$$ to offset the loss of the champ games, the CFP might need multiple bidders - so Fox *and* NBC or CBS - even though it’s not premier inventory...
Caitlin Clark and the Women’s Sports Gold Rush | In the Game
In this episode of In the Game, hosts Marcus, Paola Flores‑Marquez, and Ethan Kramer‑Fla dissect the "Caitlin Clark effect"—the massive economic and cultural boost the Indiana Fever star has brought to the WNBA. They examine how her rookie season drove...
NFL Owners Greenlight up to 10 International Games per Season Starting 2027
NFL owners voted to allow up to 10 international games each season beginning in 2027, marking the league’s most aggressive push into overseas markets. The decision, announced by the league’s leadership, signals a strategic bet on global brand growth amid...
Prime Video’s Michigan-Duke Broadcast Still Not Fully Settled: ‘We’re Working Through It’
Amazon Prime Video announced a landmark agreement to stream three Duke neutral‑site basketball games, including the Dec. 21 clash with Michigan at Madison Square Garden. The Big Ten, however, asserts that its media rights agreement with the ACC gives it authority...
Nielsen: Prime Video’s NBA Cleveland Cavaliers Vs. Detroit Pistons Game 7 Most-Watched Weekly TV Sports Event Through May 17
Prime Video, leveraging its stake in the NBA’s $77 billion, 11‑year media rights agreement, delivered the most‑watched weekly TV sports broadcast of the week, with Game 7 of the Cavaliers‑Pistons second‑round series attracting 6.53 million viewers across 3.9 million U.S. households on May 17. More...
NHL Playoffs Deliver Record Second-Round Ratings for ESPN, TNT
The NHL’s second‑round playoff games set new viewership records for both ESPN and TNT. ESPN averaged 2.2 million viewers, a 76% increase over the previous year, while TNT posted a 1.9 million average, up 33%. Game 7 between Montreal and Buffalo attracted 3 million...
NFL’s Streaming Push Draws Political Fire and Fan Outcry
The NFL’s 2026 schedule places Thursday night, Thanksgiving, Black Friday and holiday games on paid streaming services, sparking criticism from President Donald Trump, Senator Tammy Baldwin and consumer advocates. League officials defend the model, citing that 87% of games remain...
Fanatics Signs Trading-Card Licensing Deal with England Football Association
Fanatics announced an exclusive licensing agreement with the England Football Association that will allow its Topps unit to produce trading cards, stickers and game‑based collectibles for both the men’s and women’s national teams starting in 2031. The deal grants Topps...
Who's Going To Buy The WSL?
The World Surf League (WSL) has been placed on the market, offering a fully integrated package that includes the global competitive calendar, broadcast and streaming rights, a content library dating back to 1976, and a sizable digital audience of 4.1 million...
Political Sparring Intensifies Over Bears’ $5B Stadium Future
Illinois lawmakers are wrestling with a “megaprojects” bill that would let the Chicago Bears negotiate reduced property taxes for a proposed $5 billion domed stadium in Arlington Heights. Governor J.B. Pritzker and Mayor Brandon Johnson are at odds, each defending their...
Former NBA Exec Dave Checketts: Utah ‘Sold Off Their Future’ With PE Deal
Former NBA executive Dave Checketts criticized the University of Utah’s private‑equity partnership with Otro Capital, calling it a sale of the school’s athletic future. The deal, approved unanimously by the board, will spin off the athletics department into an LLC...
LIV Golf CEO Scott O'Neil Signals Chapter 11 Prep as $250 Million Funding Gap Looms
LIV Golf chief executive Scott O'Neil disclosed that the league is courting investors for up to $250 million to avoid a Chapter 11 filing after Saudi Arabia’s Public Investment Fund halted its multi‑billion‑dollar support. The funding shortfall comes amid cumulative losses exceeding...
Michigan, Pennsylvania Take Different Paths To Profitable April For Sports Betting
April’s sports‑betting data show divergent trends in two of the nation’s largest markets. Pennsylvania’s total handle dropped 10% to $641.6 million, yet revenue surged 25% to $77.2 million, yielding a 12% hold and $21.2 million in taxes. Michigan, by contrast, posted a 10%...
UFC Expansion Highlights TV’s Evolving Yet Enduring Ad Model
The Varsity * UFC preps to expand to TNT, HBO, Bleacher Report, once Paramount's WBD acquisition gets okayed. * Assessing the blast radius from the NFL's media negotiations. * The chaos in college sports continues. Plus, one of the biggest ad buyers, Horizon Media’s...
Super Bowl Ads: Are $10M Price Tags Real?
New pod: Are Super Bowl ads really with $10 million? I called Horizon Media's Adam Schwartz, one of the most active ad buyers, for his perspective. https://t.co/n2SRubWRgG
Topgolf Appoints over Half a Dozen Execs Following Callaway Spinoff
Topgolf has added or promoted more than six senior leaders across technology, finance, operations and golf partnerships, reinforcing the team that took over after its $770 million spinoff from Callaway. The appointments include a new chief information officer, a chief financial...
Regulators Target Specific NIL Deals Under NIL Go
Not all NIL deals receive the same level of scrutiny from regulators. What types of NIL deals are reviewed more closely under NIL Go? I break this down in my book NIL 101: The House Settlement 40% off https://t.co/yBVisUkFCL https://t.co/czOajWUS56
NHL Taps Honeywell To Make Arenas, Facilities More Energy-Efficient
The NHL announced a multi‑year global partnership with Honeywell, naming it the league’s Official Building Automation and Energy Management Partner. Honeywell will deploy its AI‑enabled Forge platform to modernize NHL arenas, practice facilities and community rinks across North America, improving...
Tennis Premier League Strikes Three-Year Exclusive Sponsorship with Kia India
India’s Tennis Premier League (TPL) has secured a three‑year exclusive partnership with automobile maker Kia India, making the brand the league’s front‑of‑jersey sponsor across all eight franchise teams. The deal aligns Kia’s global tennis heritage, highlighted by its Australian Open...
Regional Instability Forces Gulf Sports Ecosystem Realignment
My latest for @amwajmedia Regional instability compels shift in Gulf Arab sport ecosystems https://t.co/Mvt7DNQ3EX https://t.co/TraPkModwW
Portuguese League’s Streaming Channel Liga TV to Air Play-Offs Live
Portugal's top‑flight league will broadcast its relegation and promotion playoffs worldwide via its proprietary streaming platform Liga TV, in partnership with Sport TV. The live fixtures feature Casa Pia AC, SCU Torreense, SC Farense and Belenenses SDUQ. Liga TV, which already counts more than 30,000 subscribers, is shifting...
How Much Is Too Much for a Super Bowl Commercial?
Adam Schwartz, senior executive at Horizon Media, reflects on the soaring price of Super Bowl commercials, which have risen from $3.5 million in 2006 to an expected $10 million for next year’s ESPN broadcast. Despite the jump, Schwartz argues the 30‑second slot...
NASCAR Moving Away From Nielsen “Big Data + Panel” Metric
NASCAR announced it will abandon Nielsen’s “Big Data + Panel” rating system in favor of a home‑grown audience measurement approach. The decision follows a Nielsen co‑viewing pilot that failed to show any ratings lift, even after Michael Jordan’s high‑profile involvement. NASCAR executives say...
The HIDDEN Detail of Qatar Airways Sponsorship with FIFA World Cup
Qatar Airways’ 2026 FIFA World Cup sponsorship is being framed as infrastructure rather than a traditional marketing push. The airline is analyzing global passenger movement, timing, and demand spikes as millions travel simultaneously. A quiet strategic upgrade at its Boston...
Women’s Leagues Multiply Rights Revenue, Risk Over‑splitting Partners
Some food for thought provided by @HowieLongShort and team: Some best-in-class women’s sports properties such as the #WNBA multiplied their media rights income recently, but needed to spread themselves (too) thin across multiple broadcasters ( #Amazon #ESPN #NBCU #EWScripps #Paramount )...
US Soccer, MLS Secure $500M Antitrust Victory on Appeal
U.S. Soccer and Major League Soccer score a win against NASL at the U.S. Court of Appeals for the Second Circuit, as the federal appeals court upholds last year's jury trial win in a $500 million antitrust case. @Sportico has the...
Ari Emanuel, Mark Shapiro Become Minority Owners of Raiders
WME and TKO top execs Ari Emanuel and Mark Shapiro are taking individual, personal stakes in the Las Vegas Raiders NFL team. The deal, expected to close later this month, will see them become minority owners in the team, with stakes...
Flexport Offers Jersey Patch if Wash Wizards Revert to Bullets
I’ve told the @WashWizards that @Flexport will sponsor their jersey patch if they change their name back to the Bullets.
CFTC Sues to Block Minnesota Prediction Market Ban
The CFTC has sued to block a Minnesota bill signed into law Monday that would make operating a prediction market a criminal felony, the organization announced today; The CFTC is seeking a preliminary injunction to stop the law from going into...