League of Legends KeSPA Cup Air Date Announced: When to Watch
Disney+ has secured global live‑stream rights for the 2026 League of Legends KeSPA Cup, expanding its partnership with the Korea Esports Association beyond Asia‑only distribution. The tournament, traditionally an off‑season showcase for LCK teams, featured a ₩100 million (~$68,000) prize pool in 2025 and serves as a barometer for roster changes. While exact dates and format for 2026 remain unannounced, the move to a worldwide paid platform promises broader exposure for Korean esports. The event will likely influence early‑season power rankings and fan perception of the LCK hierarchy.
EXCLUSIVE: Soccer Media Startup Footballco Wants to Own New York’s World Cup Summer
Footballco, a UK‑based soccer media startup, will launch a two‑week pop‑up called House of Goal in Brooklyn’s Industry City from July 4 to July 19. The free event coincides with the final weeks of the World Cup and features themed zones for...
Yao Ming, Marc Lasry Invest in Tsai’s Asian College Hoops League
Brooklyn Nets owner Joe Tsai’s Asian University Basketball League (AUBL) secured a Series A round with investors including former NBA star Yao Ming, private‑equity veteran Marc Lasry and venture‑capitalist David Blitzer. The round, led by Tsai’s family office Blue Pool Capital, is valued at least eight...
Hannah Sprake Joins Women’s Multisport Action Group
Hannah Sprake, senior analyst at Sporting Insights, has been named a founding member of the Women’s Multisport Action Group (WMAG), a new working body created by the Running Industry Alliance (RIA) and Triathlon Industry Alliance (TIA). WMAG’s mission is to...
FedEx Unveils New Campaign ‘FedEx. The Move India Needs’ Featuring CSK Cricketers
FedEx has rolled out a new digital brand campaign, “FedEx. The Move India Needs,” starring Chennai Super Kings cricketers MS Dhoni, Ruturaj Gaikwad and Urvil Patel. Developed by Saatchi & Saatchi India, the three‑film series uses light‑hearted comedy to illustrate how reliable logistics can unlock...
Atletico Madrid and Aston Martin Investors Buy Into SailGP Team
Quantum Pacific Group, the largest shareholder of Atletico Madrid, has acquired the Los Gallos SailGP team in an eight‑figure transaction. The purchase adds a Spanish franchise to Quantum Pacific’s diverse sports portfolio, which already includes FC Famalicao, a Movistar‑backed cycling...
8PM Packaged Drinking Water Joins SRH as Trouser Sponsor for IPL 2026
8PM Packaged Drinking Water has become the lead trouser sponsor for Sunrisers Hyderabad in the IPL 2026, featuring its logo on the team’s apparel. The partnership includes a "Rise in Orange, Celebrate with Black" campaign that ties on‑field performance to...
Less Soccer, More Feeling: The 5 Creative Principals Guiding Coca-Cola’s World Cup Playbook
Coca‑Cola is rolling out its biggest World Cup campaign ever, leveraging five emotion‑focused creative principles instead of traditional soccer‑centric ads. The 2026 tournament will be broadcast to an estimated six billion viewers, with five million fans attending matches across the United States,...
Backed by Stars, Built for Scale: ISGL Sets Out to Build India’s First Real Esports Pathway for 500 Million Gamers
The Indian Super Gaming League (ISGL) debuted in March 2026, introducing a franchise‑based esports competition across eight teams with a prize pool of roughly $60,000 (Rs 50 lakh). Backed by Bollywood stars Ranbir Kapoor and Abhishek Bachchan, the league spans titles such...
Media Distillery Targets Sports Streamers with New Engagement Platform
Media Distillery unveiled an AI‑driven Sports Engagement Suite that automates highlights, real‑time key‑moment detection, chapter navigation, and related shoulder content. The platform aims to ease the labor‑intensive workflow of packaging sports coverage for broadcasters and streaming services. Football will be...
How IBM’s Masters Campaign Marks a Shift in Its Sports Strategy
IBM marks three decades of sponsoring the Masters by launching a pop‑up activation in New York’s Madison Square Park. The event features a golf simulator with AI‑driven “hole insights,” a digital “Masters Vault” of over 50 years of broadcast footage,...
Bryson DeChambeau Leads ‘Eight-Figure’ SportsBox AI Acquisition
Bryson DeChambeau led a group of investors in an eight‑figure acquisition of Sportsbox AI, the computer‑vision startup that creates 3‑D avatars from 2‑D video. The deal, valued between $10 million and $99 million, follows DeChambeau’s own use of the platform to fine‑tune...
Sportradar Inks Multi-Year Deal With LNB
Brazil's premier basketball league, the Liga Nacional de Basquete (LNB), has signed a multi‑year partnership with sports‑technology firm Sportradar Group AG. The deal grants Sportradar worldwide audiovisual betting, gaming, and data rights across all LNB competitions, including the NBB Caixa and...
ITV and BBC Staples Part of Sport Radio Station Backed by Zac Goldsmith
ITV’s Mark Pougatch and BBC’s Sonja McLaughlan have joined Track Radio, a new UK sports‑talk station backed by a seven‑figure investment from Tory peer Zac Goldsmith and his brother. The station, owned by Track Record Corporation and advised by John...
2026 FIFA World Cup Viewing Set to Fragment Across Linear & Streaming in UK, Nexxen Forecast Finds
Nexxen released a forecast for UK audiences of the 2026 FIFA World Cup, showing that while TV remains dominant, viewing is increasingly split between linear and streaming platforms. The report finds 24% of fans will blend traditional TV and streaming,...
Serie A Explores PE Interest in International Media Rights Business
Serie A is in talks with private‑equity firms about selling up to 49% of its international media rights unit, which generates roughly €250 million (about $270 million) a year. The league has hired JP Morgan to explore options and could launch a formal...
Glasgow 2026 Names JUBEL as Beer Partner of Commonwealth Games
Glasgow 2026 has appointed JUBEL as the official beer partner for the 2026 Commonwealth Games, adding the brand’s fruit‑infused lagers to the beverage lineup alongside Tennent’s and Tennent’s Zero. The deal expands a growing sponsor ecosystem that already includes Coca‑Cola,...
DXRacer Expands Southeast Asia Presence Through MSL Thailand Deal
DXRacer has been named the official gaming chair partner of MSL Thailand, supplying its ergonomic seating to all teams in the country’s premier Mobile Legends: Bang Bang league. The deal underscores the growing emphasis on player comfort and physical performance...
FIFA Enters Prediction Market Space with ADI Predictstreet Partnership for 2026 World Cup
FIFA has signed a commercial partnership with ADI Predictstreet, naming it the official prediction‑market partner for the 2026 World Cup. The deal creates a new sponsorship category focused on data‑driven fan interaction, with ADI Predictstreet powering a blockchain‑based platform that...
Prequalification Begins for King Salman Stadium Early Works
Saudi Arabia’s Sports Ministry opened pre‑qualification on 8 April for early works at the King Salman International Stadium in Riyadh, with submissions due by 28 April. The venue will cover roughly 660,000 sq m, seat 92,000 spectators and feature extensive hospitality and VIP amenities....
Ford, Nissan and State Farm Are Embedding Their Brands in Sports as They Chase Fandoms
Ford, Nissan and State Farm are moving beyond traditional sports sponsorships by creating original, brand‑centric content that lives within streaming and digital platforms. Ford’s "Bronco Off Course" pairs its SUV with a desert‑golf challenge, while Nissan’s "CarJitsu" stages jiu‑jitsu inside...
Ron Francis, President Of Hockey Ops, Leaving NHL’s Seattle Kraken
Seattle Kraken announced that President of Hockey Operations Ron Francis will depart at the end of 2025, ending a seven‑year tenure that began with the franchise’s inception. In July 2019 Francis helped shape the team’s brand, arena, and roster before...
Getting Married in the Ring
ESPN is teaming with WWE to stage five "WWEdding" ceremonies inside a wrestling ring on April 16 in Las Vegas, ahead of WrestleMania 42. Couples can apply through an ESPN registration page and will be selected on a first‑come, first‑served...
Sports Deals
TNT Sports has teamed with DAZN to launch a monthly boxing series called “The Fight,” with events airing on TNT Sports’ channels and streaming worldwide on DAZN, while truTV will provide supplemental programming such as weigh‑ins and press conferences. The...
Liquorland Teams up with Aussie Stars for a Campaign that Is ‘Legendary’ via Bashful
Liquorland has rolled out a new "Legendary" campaign with creative agency Bashful, starring Australian icons Andy Allen, Adam Gilchrist, Bailey Smith and Charlie Curnow. The TV commercial showcases low‑carb lager travla and low‑calorie mixed‑drink brand Barry in everyday party scenarios....
19-Year-Old MLB Phenom Konnor Griffin Signs $140 Million Deal With Pirates—Just Months After Moving Into His First Marital Home
Teenage outfielder Konnor Griffin, the 19‑year‑old phenom drafted by Pittsburgh in 2024, signed a nine‑year contract extension worth $140 million, extending his stay through the 2034 season. The deal was announced Wednesday on the Pirates’ official X account and praised by...
DFB Launches Tender for 3. Liga Media Rights From 2027/28
The German Football Association (DFB) has launched a tender for the 3. Liga’s national audiovisual media rights covering the 2027/28‑2030/31 seasons. MagentaSport, Deutsche Telekom’s platform, currently holds exclusive live rights to all 380 matches, while public broadcasters ARD/ZDF and services...
Pokémon GO and MLB Extend Collaboration for 2026 Season
Niantic’s Pokémon GO will continue its partnership with Major League Baseball through the 2026 season, bringing Official Routes, club‑branded PokéStops, and themed in‑stadium games to every MLB ballpark. Selected clubs will host special events featuring Pikachu raids, hour‑long lure bonuses, timed...
Colette Watson to Retire as President of Rogers Sports & Media
Colette Watson, a veteran of more than 35 years at Rogers, will retire as president of Rogers Sports & Media in mid‑May, remaining in an advisory role through the fall. She has led the division since 2022, overseeing flagship deals...
NBC Thrilled With Year 1 Of NBA Deal
NBC celebrated a strong debut season after rejoining the NBA under the league’s 11‑year, $76 billion media rights agreement. The network’s flagship innovation, “On The Bench,” placed analysts on each team’s bench for full‑game coverage, debuting on Monday and expanding to...
How the WTA Balances Purpose and Returns: Seven Takeaways From CEO Portia Archer
WTA chief executive Portia Archer said the tour is moving beyond a pure purpose narrative to become a high‑growth commercial property. With more than 1 billion fans, 50 tournaments across 26 countries, the association secured a $50 million‑per‑year Mercedes‑Benz partnership and a...
Nike’s Covering Its Classic Air Force 1 in Denim for Latest Ja Morant Collaboration
Nike has unveiled a new Ja Morant × Air Force 1 Low featuring a washed‑out blue denim upper and seamless Vac Tech‑inspired construction. The Light Armory Blue/Metallic Silver/White release is priced at $130 and will drop Friday at select retailers like DTLR, with an online launch expected soon. This...
The Masters Already Perfected the Big-Event Curtain Raiser
The Masters’ Par‑3 Contest, launched in 1960, is the sport’s original curtain‑raiser, predating modern ancillary events like Formula 1 sprint races and U.S. Open mixed‑doubles revamps. By featuring top players and their families in a relaxed nine‑hole exhibition, it humanizes golf’s...
Which Young MLB Stars Could Get an Extension Next? Top Prospects in Line for a Long-Term Deal
Young MLB stars are securing long‑term, high‑value contracts almost immediately after debuting. The Pittsburgh Pirates locked shortstop Konnor Griffin into a nine‑year, $140 million deal, while Seattle and Milwaukee recently extended Colt Emerson (eight years, $95 million) and Cooper Pratt (eight years,...
NFL’s Melbourne Opener Sparks Frenzy, Ticket Issues, Team Unease
The NFL’s inaugural regular‑season game in Melbourne on Sept. 10 sparked a ticket frenzy, with 151,000 fans vying for seats at the 100,000‑capacity MCG. General sales sold out in under 30 minutes, leaving only VIP tickets priced from $1,750 AUS (≈$1,234 USD). The...
Ski Pass or Pass on Skiing? Lawsuit Claims Slopes Are Rigged
A class-action lawsuit filed in March alleges Vail Resorts and Alterra Mountain are fixing lift ticket prices to push skiers into expensive multi‑resort season passes. The complaint says daily tickets are inflated, limiting competition and forcing consumers into four‑figure pass...
North Carolina Makes Michael Malone Among College Basketball’s Richest
North Carolina has hired former NBA champion coach Michael Malone as its men’s basketball head coach, signing him to a six‑year, $50 million contract that starts at $7.5 million and climbs to $9 million. The deal includes $1.475 million in annual performance bonuses, a...
Huge Changes Coming to VCT in 2027
Riot Games will overhaul the Valorant Champions Tour in 2027, replacing its franchise league with an open tournament structure. Teams will start in open qualifiers, progress to regional events, then to international Masters and Champions stages. The new model introduces...
Impossible Foods Partners with Madison Square Garden, New York Knicks & Rangers
Impossible Foods has signed a multi‑year deal to become the official plant‑based burger partner of Madison Square Garden, the New York Knicks and the New York Rangers. The agreement includes a dedicated concession stand, the Impossible Grille, serving a menu...
Fanatics Inks Wide-Ranging Sponsor Deal With AT&T
Fanatics announced a broad sponsorship agreement with AT&T that will embed the telecom brand in Fanatics' emerging media and entertainment content, make AT&T an official partner of Fanatics Fest in New York, and power joint watch parties for marquee sporting...
MLB 2026 Buzz: Pirates Sign Top MLB Prospect Konnor Griffin to Historic Deal
The Pittsburgh Pirates signed 19‑year‑old shortstop Konnor Griffin to a nine‑year, $140 million contract, the largest in franchise history. Griffin, the No. 1 prospect in MLB Pipeline and the ninth overall pick in the 2024 draft, debuted last week and posted a...
The Cast Of Characters May Change, But The Brewers Just Keep Winning
The Milwaukee Brewers continue to dominate MLB standings by trading away star players like Josh Hader, Corbin Burnes and Freddy Peralta before they reach free agency, receiving promising prospects in return. Their front office secures homegrown talent early, exemplified by...
Brewers Sign Not-Yet-A-Rookie Cooper Pratt To A $50 Million Extension
The Milwaukee Brewers have signed 21‑year‑old shortstop prospect Cooper Pratt to an eight‑year, $50 million extension before he makes his MLB debut. Represented by Scott Boras, Pratt chose long‑term security over testing free agency. Known for elite defense, he posted a...
Netflix Steps Into the Ring with Domino's and Sky Vegas for First UK Live Boxing Broadcast
Netflix is launching its first UK live‑boxing broadcast, teaming with Domino’s and Sky Vegas to air the heavyweight showdown between Tyson Fury and Arslanbek Makhmudov. The bout marks Fury’s return from retirement, generating significant buzz across sports and entertainment markets. By...
Varsity Nears Trial in Latest Cheer Antitrust Suit. Will It Proceed?
Varsity Brands, the dominant force in all‑star cheerleading, is headed to a three‑week jury trial beginning June 9 in Amarillo, Texas, marking the first antitrust case to reach the courtroom after two prior settlements totalling $126 million. The lawsuit, filed by Open...
Axel Arigato in Sneaker Deal with UK Tennis Star Draper
Swedish sneaker label Axel Arigato has announced a creative collaboration with British tennis rising star Jack Draper, positioning the athlete as a brand creative collaborator. The partnership emerged from Draper’s long‑standing affinity for the brand and involved joint design sessions with...
KSE Scores Two Executives to Lead Commercial, Analytics
Kroenke Sports & Entertainment announced two senior hires: Lacy Ekert will join as Chief Commercial Officer on May 1, and Curran Raclin will serve as Senior Vice President of Strategy and Analytics. Ekert arrives from the Cincinnati Bengals, where she oversaw...
Burton Snowboards CEO John Lacy Departs
Burton Snowboards announced that CEO John Lacy, a 29‑year veteran, will depart the company, remaining until the end of June to aid transition. Founder’s widow Donna Carpenter will step in as interim CEO while the board conducts a search for...
Konnor Griffin, Pirates Agree on Record 9-Year Extension
The Pittsburgh Pirates have signed 19‑year‑old shortstop Konnor Griffin to a record‑breaking nine‑year, $140 million extension that runs through 2034. The deal eclipses the franchise’s previous high, Bryan Reynolds’ $106.75 million contract, and locks in a top prospect who posted a .333/.415/.527...
World’s Highest-Paid Golfers: Rahm, McIlroy, Scheffler Each Top $80M
Scottie Scheffler earned $81 million over the past 12 months but ranks third behind Jon Rahm ($102 million) and Rory McIlroy ($84 million). Rahm’s haul is powered by a $300 million LIV Golf contract, while McIlroy’s income leans heavily on endorsements after his 2025 Masters victory....