James Hickman Named CEO of Swimming New South Wales
Swimming New South Wales has appointed former Olympian James Hickman as its new chief executive officer, effective April 27. Hickman, who spent the past three years as chief commercial and marketing officer, is credited with boosting financial performance, participation and stakeholder engagement. He brings more than two decades of elite‑sport experience and over 15 years in senior leadership across sport and not‑for‑profit sectors. The board expects him to build on existing foundations and steer the organization toward sustainable growth.
NFL Rookie Deals Will Top $50M for the First Time Since 2010
For the first time since the 2010 draft, NFL rookies are set to sign contracts exceeding $50 million. The projected four‑year deal for No. 1 pick Fernando Mendoza of the Raiders tops $54.6 million, with the second and third selections also slated above...
PayPal, NFL Make Connection
PayPal has secured a multi‑year deal to become the NFL’s official peer‑to‑peer payments partner, positioning its apps—including Venmo—as the go‑to tool for fans to send, pool, and split money for tickets, tailgating and other expenses. The partnership promises exclusive sweepstakes,...
Why Brandon Marshall Bet on Athlete-Owned Media
Former NFL All‑Pro Brandon Marshall explains how he built I AM ATHLETE, an athlete‑owned media platform that emphasizes long‑form, athlete‑driven conversation. He credits early media ventures during his playing days for laying the groundwork and stresses ownership as essential in today’s fragmented...
TALKERS News Notes
Ruth Presslaff was named the 2026 MIW Frances Preston Trailblazer during the NAB Show, recognizing her contributions as founder of Presslaff Interactive Revenue and former president of the Mentoring and Inspiring Women in Radio organization. The award honors Frances Preston,...
Trump Could Enforce College Sports EO by Pulling Federal Funding
President Donald Trump issued an executive order directing the Justice Department and Education to assess whether colleges are “unfit for federal grants” based on alleged improper NIL deals and other financial activities. The order gives the administration a mechanism to...
Including A 20,000-Cap Arena: Live Nation, OVG & Atlético Madrid To Build Entertainment, Sports & Educational Complex In Spanish Capital
Live Nation, Oak View Group and Atlético Madrid have formed Barsento to redevelop Madrid’s former Olympic Aquatic Center into a 20,000‑seat arena, sports complex and education campus. The joint venture secured a 66,843 m² land concession and plans to invest roughly €400 million...
TenTrade Names Ballon D’Or Winner Luis Figo as Global Ambassador
TenTrade, a multi‑asset CFD brokerage, has named former Ballon d’Or winner Luis Figo its global ambassador. The partnership will be driven by the "Inspiring the Next Number 10" campaign, tying Figo’s reputation for excellence to TenTrade’s performance‑focused trading platform. TenTrade...
Mother Dairy Rides IPL Viewership with Targeted JioHotstar CTV Push
Mother Dairy has launched a high‑impact Connected TV (CTV) partnership with JioHotstar for IPL 2026, orchestrated by WPP Media. The campaign embeds the brand in live match feeds, pre‑show segments, and milestone moments such as half‑centuries and centuries. By leveraging...
Heinz Kicks Off NFL Deal by Inducting 57th Draft Pick Into New Club
Heinz has become the NFL’s inaugural global condiment partner, launching a city‑wide out‑of‑home campaign in Pittsburgh for the 2026 Draft. The effort features more than 150 billboards, a “Taste of Pittsburgh” pop‑up, and a partnership with Hall of Famer Devin Hester,...
West Ham Vice-Chair Brady Steps Down After 16-Year Tenure
West Ham United vice‑chair Karren Brady announced her resignation on April 21, 2026 after a 16‑year tenure. She guided the club’s move from Upton Park to the 60,000‑seat London Stadium and was instrumental in the 2023 UEFA Europa Conference League victory. While the...
Birla Opus Paints Brings ‘Main Bhi’ to IPL 2026, Combining Star Power and Product Performance
Birla Opus Paints has launched a high‑impact "Main Bhi" campaign for IPL 2026, featuring ten prominent cricketers across four language‑specific films. The ads weave product narratives—such as a 16‑year exterior paint warranty, scratch‑resistant wood paint, and 99+ stain protection—into relatable...
Japanese Clubs Cannot Compete with Big-Spending Saudis, Says Kobe Coach Skibbe
Vissel Kobe coach Michael Skibbe warned that Japanese clubs are outmatched by Gulf‑state teams after his side fell 2‑1 to Saudi powerhouse Al‑Ahli in the Asian Champions League Elite semi‑final. He blamed the disparity on the massive spending by Saudi...
New Blazers Owner Tom Dundon Is Aggressively Cutting Costs
Tom Dundon finalized purchase of 80% of the Portland Trail Blazers in a deal valuing the franchise at $4.2 billion and has immediately begun aggressive cost‑saving measures. The team left its three two‑way players off the road roster, forced staff to...
Sporticast: Nike’s Controversial Running Ad
Nike faced backlash over a Boston Marathon ad that many viewers found exclusionary, prompting a public apology. Meanwhile, the San Diego Padres are set to change hands as billionaire José E. Feliciano and Kwanza Jones agree to buy the franchise...
XTB Signs Multi-Year Sponsorship of SSC Napoli
Polish retail broker XTB has signed a multi‑year deal to become the Global Trading Partner of Italian football powerhouse SSC Napoli for the 2025/26 and 2026/27 seasons. The partnership places XTB on Napoli’s digital platforms, matchday experiences and fan activations,...
NAB 2026: International Judo Federation Extends Global Content Distribution Partnership with SES
The International Judo Federation (IJF) has renewed its global content distribution partnership with SES, extending a relationship that has lasted over a decade. The agreement leverages SES’s hybrid IP, fibre, and satellite network together with the SES SCORE platform to...
Lionel Messi Invests in the Future of Football with UE Cornellà Takeover
Lionel Messi has completed the acquisition of Spanish lower‑division side UE Cornellà, taking full ownership of the Catalonia‑based club that competes in the Tercera Federación. The move signals Messi’s transition from on‑field star to strategic investor focused on youth development,...
Arshdeep Singh Fronts Dual Brand Campaigns for Rotoris and Doctor’s Choice
India’s fast bowler Arshdeep Singh has been tapped as the face of two new IPL 2026 campaigns, representing luxury watch maker Rotoris and nutrition brand Doctor’s Choice. Rotoris positions Singh as “The Rotoris Man,” linking his precision and consistency to...
Major Anti-Piracy Success for LaLiga
Spain’s top‑flight football league LaLiga secured a landmark victory against a massive illegal IPTV network that streamed pirated content to over two million users in 13 countries. The court ordered €12 million in compensation to rights holders and more than €30 million...
Pepsi Just Banned the S-Word in Its Latest Star-Studded Film
Pepsi has launched the multi‑year “Pepsi football nation” campaign, a global platform that pairs football’s biggest stars with fan‑centric storytelling. The flagship film, featuring David Beckham, Mohamed Salah, Alexia Putellas and others, imagines a fictional nation where supporters set the rules of...
NAB Show 2026: Live Sports Streaming Boom Leaves No Sport Untouched, Even Esports
The live‑sports‑streaming surge that began during the pandemic now covers everything from dirt‑track auto racing to esports, according to a NAB Show panel. World Racing Group streams 80‑90 races a year behind a $300‑annual subscription, using the platform to boost...
ICC Women’s T20 World Cup 2026 FTA on Sky Sports
Sky Sports will broadcast the ICC Women’s T20 World Cup 2026 opening match between England and Sri Lanka on June 12 and the final on free‑to‑air Sky Mix (channel 11), extending free access to all home‑nation group games, the semi‑finals and the...
Adidas Renews Contract with East Carolina Athletics In New Partnership with BSN Sports
Adidas has signed a multi‑year extension with East Carolina University, keeping the brand as the official provider of footwear, apparel and equipment for all 18 Pirate varsity teams. The renewal deepens a partnership that began in 2016 and adds BSN...
House V. NCAA Class Counsel Asks Court to Rein in CSC’s ‘Overreach’
The House v. NCAA class counsel filed a motion asking a court‑appointed special master to curb the College Sports Commission’s (CSC) claim that athlete NIL deals with multimedia‑rights companies fall under its jurisdiction. The CSC maintains that these multimedia rights...
NAB Notebook
NASCAR announced at the NAB Show that it will roll out hyper‑personalized streaming feeds for fans inside race venues, allowing each spectator to select the camera angles and data they want. The plan hinges on geofencing the streams to on‑site...
OMO Australia Teams up with Arsenal’s Aussie Footballers to Champion Outdoor Play and Tackle the ‘Gender Activity Gap’ in New...
OMO Australia has joined forces with Arsenal Women’s Football Club to launch the "It Starts Outside" campaign, part of Unilever’s Dirt Is Good platform. The initiative spotlights Australian football stars Kyra Cooney‑Cross, Steph Catley and Caitlin Foord, urging parents to...
National Wrestling Alliance Inks Deal with Sinclair’s Comet
The National Wrestling Alliance (NWA) has secured a broadcast deal with Sinclair’s multicast network Comet, launching its flagship show “NWA Powerrr” with a two‑episode premiere on May 1‑2. After the debut, the series will air weekly on Saturdays at 4 p.m., with...
The Picklr Comes to Fairfield for Second NorCal Location
The Picklr, a fast‑growing indoor pickleball brand, has signed an 18,500‑square‑foot lease at 1574 Gateway Blvd. in Fairfield, with a planned May 2026 opening. This marks the company’s second Northern California location, adding to its nationwide network of more than...
Explora Journeys Partners with SailGP Swiss Team
Explora Journeys announced a multi‑year global partnership to become the title sponsor of the Swiss SailGP Team, rebranding the squad as the Explora Journeys Swiss SailGP Team. The deal launches on May 9, 2026 at the Bermuda event and will see the...
Outdoor M&A Sees Heat in Sporting Goods Category
M&A activity in the outdoor recreation sector is heating up, especially within sporting goods. Notable transactions include Varsity Brands buying Sports Endeavors and Lax.com, Paramount Apparel acquiring Winston Collection, and Coats Group purchasing OrthoLite for $770 million. Deal values range from...
Lazio’s US$22m Polymarket Deal Might Not Spark a European Prediction Market Sponsorship Boom
Lazio has secured a multi‑year front‑of‑shirt partnership with prediction‑market platform Polymarket worth at least US $22 million, roughly €9 million (US $10.6 million) per season through 2028. The agreement marks Polymarket’s first major European soccer sponsorship and positions the club as a test case for...
Ranking Every Premier League Club’s 2024/25 Financial Performance
The 2024/25 Premier League financial review shows only four clubs posted a post‑tax profit, with Newcastle United (≈$43 m profit, $419 m revenue) leading the profitable cohort. Most clubs relied on player‑trading gains or creative asset sales, such as selling women’s teams...
SOOP Named Official Producer for 2026 Esports Championship East Asia
SOOP has been appointed the official broadcast producer and streaming partner for the 2026 Esports Championship East Asia, overseeing both domestic and global video delivery. The two‑day event, hosted by South Korea’s Ministry of Culture, Sports and Tourism and organized...
Zee Continues as Broadcast Partner for DP World ILT20 Season 5
Zee Entertainment Enterprises has renewed its broadcast partnership for the DP World International League T20 Season 5, which kicks off on November 22, 2026 and runs through December 20. The Gulf‑region league features six teams across 34 matches and will be shown on...
‘Multiple’ Parties Express Interest in Acquiring Wasserman’s The Team Agency
Multiple suitors, including United Talent Agency, private‑equity firm Permira, former Endeavor chairman Patrick Whitesell, and a consortium led by Reddit co‑founder Alexis Ohanian, are circling The Team, the rebranded Wasserman talent agency. Interested parties have until April 20 to submit offers...
Race Day Starts Before You Get to the Track: StubHub and New Era Team Up for F1’s North American Season...
StubHub and apparel brand New Era have announced a strategic partnership to sell bundled ticket and merchandise packages for Formula 1’s North American races. The collaboration will debut ahead of the 2024 season, covering the Miami Grand Prix, the United States...
Air India Express Becomes Official Airline Partner of TCS World 10K Bengaluru 2026
Air India Express has become the official airline partner for the TCS World 10K Bengaluru 2026, marking the start of a broader alliance with Procam International’s marathon series. The partnership introduces a “Runner’s Passport” that gives participants up to a...
The NFL Draft Order Will Save Fernando Mendoza Millions In State Taxes
The Las Vegas Raiders clinched the NFL's top draft slot after beating the Chiefs, ensuring they will likely select Indiana quarterback Fernando Mendoza. Because Nevada imposes no state income tax, Mendoza’s four‑year, $54.6 million rookie contract will be taxed far less than...
ADWEEK Sports Marketing MVPs 2026 Entries Now Open
ADWEEK has opened entries for its 2026 Sports Marketing MVP awards, spotlighting athletes, leagues, agencies, brands, and media that drive sports‑related branding. The program honors innovators who blend creativity, innovation, and charisma to grow leagues and brands. Entry fees range...
My Parents Opened a Bowling Center when I Was an Infant. Now, I'm a Millionaire Thanks to My Professional Bowling...
Jason Belmonte, raised in his parents' small‑town Australian bowling centre, turned a childhood hobby into a global professional career. A $16,000 bonus at age 16 sparked his ambition, leading to international competition and lucrative travel. Over 18 years he captured...
Redefining Leadership in Athletics: The CEO Model
Intercollegiate athletics has rapidly transformed, with NIL compensation, billion‑dollar media contracts and nine‑figure budgets prompting universities to treat departments like businesses. The University of South Florida responded by creating a chief executive officer role for its athletics program, appointing alumnus...
From Heritage to Primetime: How Modern Pentathlon Is Engineering a Sporting Renaissance
The International Modern Pentathlon Union (UIPM) has overhauled its sport, introducing a 90‑minute, all‑five‑disciplines format and a new Pentathlon Arena that delivers a complete narrative in a single broadcast window. Horse riding has been replaced by a Ninja‑style obstacle race,...
Kalshi’s Fight over Sports Betting Is Hurtling Towards the Supreme Court—And the Future of Gambling Is at Stake
Kalshi and Polymarket, prediction‑market platforms, derive over 85% of their betting volume from sports, with Kalshi alone earning $25 million in fees during a four‑day March Madness surge. State regulators and Native American tribes argue the platforms run unlicensed gambling, prompting mixed...
Saudia, Adidas Reveal ‘Made to Fly’ Collab Bringing Culture, Sport and Travel Together
Saudia and adidas have launched the adidas × Saudia “Made to Fly” pack, a first‑of‑its‑kind sportswear‑aviation collaboration available in select stores across Saudi Arabia, the UAE, Egypt and Morocco and online. The collection is built on adidas’ premium SOFT LUX line, featuring a...
The World Cup Is Set to Lift Demand for Digital Out-of-Home Spending
The 2026 FIFA World Cup is igniting a surge in digital out‑of‑home (DOOH) advertising as brands like Hyundai, Coca‑Cola and Unilever line up stadium, airport and fan‑zone placements. eMarketer projects U.S. out‑of‑home spend at $11.28 billion, with 42.3% allocated to digital...
As Upfront Negotiations Near, Buyers Chart Path Through Complex Sports Market
As the television upfront season approaches, advertisers confront an increasingly fragmented sports‑rights landscape. NBA, NFL and MLB games now span broadcast networks, cable channels and multiple streaming services such as Peacock and Amazon Prime Video. This dispersion forces brands to...
Victoria Racing Club Announces Long-Term Partnership with Asahi Beverages
The Victoria Racing Club (VRC) has sealed a seven‑year partnership with Asahi Beverages, naming the Japanese‑owned firm the official beer and cider provider at Flemington. The deal brings brands such as Carlton Draught, Asahi Super Dry, Balter XPA and Somersby cider...
LeBron James Is Getting Ready for His Post-NBA Media Career, Partner Says
LeBron James’ longtime business partner Maverick Carter revealed that the duo is preparing a post‑NBA media empire, leveraging the merger of their companies SpringHill and Fulwell in 2024. The combined entity will produce high‑profile live events such as the Grammys...
Multiview Not a Slam Dunk for Everyone
Multiview, a split-screen streaming option, is gaining traction among niche audiences but hasn’t convinced casual viewers. Brian Dunlap of World Racing Group notes that hardcore fans engage with the feature, while most leisure watchers still favor traditional linear broadcasts. ESL FaceIt’s...