Montirex Signs Sponsorship Deal with Unbeaten UFC Champion Ilia Topuria
Liverpool‑based sportswear label Montirex has inked an exclusive long‑term sponsorship with undefeated UFC lightweight champion Ilia Topuria, launching a global campaign today. Topuria, who commands 14.5 million Instagram followers, will wear Montirex apparel during training and at his upcoming fight at UFC Freedom 250 in June. The deal represents Montirex’s most significant athlete partnership since its 2019 founding, linking the brand’s performance‑focused ethos with Topuria’s rise from a conflict‑torn background to an 18‑0 record. The collaboration includes a new film that dramatizes Topuria’s career and his signature post‑fight rose ritual.
Ally Wants Influence over Women’s Sports Media Deals — Not Just Sponsorships
Ally Bank announced it achieved its five‑year 50/50 parity pledge—equal ad spend in men’s and women’s sports—one year early. Chief marketing officer Andrea Brimmer says the bank’s influence now extends beyond sponsorships to shaping media rights deals with leagues like...
World Cup Ticket Prices Have Dropped 24% Over the Last 30 Days
Ticket prices for the 2026 FIFA World Cup are sliding sharply on the secondary market, with a 24% drop over the past month—equating to roughly $177 less per ticket. Data from Ticketdata.com shows a 5% decline in the last seven...
Paramount+ Backs Blockbuster A-LEAGUE MEN Semi Finals
Paramount+ and Network 10 will air the Isuzu UTE A‑League Men semi‑final second legs this weekend, delivering live coverage of Adelaide United vs Auckland FC and Newcastle Jets vs Sydney FC. Both matches are sold out, with Adelaide counting on Golden Boot winner...
WAFL v SANFL Rivalry Returns Live and Free on Seven
Seven Network will broadcast the historic WAFL versus SANFL state football clash live and free on its main channel and the 7plus Sport streaming service this Saturday. The match, held at Sullivan Logistics Stadium, marks the 101st edition of the...
Cup Runneth Over: Inside the Alcohol Brands Pouring Marketing Into Soccer This Year
The 2026 FIFA World Cup will be hosted across North America, giving alcohol brands a massive platform. Companies such as Michelob Ultra, Modelo, Stella Artois and Don Julio are committing record‑high media spends and multi‑channel activations, with some planning 18...
With Sports Fragmentation, Following the Fans Is Crucial
Live sports remain the last true appointment‑viewing experience, but rights deals are scattering content across dozens of apps and walled gardens. This fragmentation leaves advertisers chasing siloed audiences and missing incremental reach, even though sports made up 96% of the...
How Much Is Dana White Worth in 2026? Inside the UFC CEO’s $600M Fortune
Dana White’s net worth tops $600 million in 2026, driven by his stake in the UFC’s $4 billion 2016 sale and a $20 million annual CEO salary. The former promoter’s wealth surged after the UFC secured a seven‑year, $7.7 billion media‑rights agreement with Paramount...
Arsenal Sign Deel Deal with CEO Who Is Fan of Champions League Finalists PSG
HR platform Deel announced a multi‑year sleeve sponsorship with Arsenal, taking over the club’s kit space previously occupied by Rwanda’s tourism board. The agreement, unveiled ahead of the new home‑kit launch, will see Deel’s branding on the Gunners’ shirts and...
Paula’s Choice Named Official World Cup Skincare Sponsor as Beauty’s Football Fever Sets In
Paula’s Choice, a Unilever‑owned skincare brand, has been named the Official Skincare Sponsor of the 2026 FIFA World Cup and the 2027 FIFA Women’s World Cup. The partnership launches a global "Proud Supporter of Your Skin" campaign that frames skin...
Cricket Australia in Talks with Amazon and Dazn over Ashes Broadcast Rights
Cricket Australia is in advanced talks with Amazon and Dazn to secure a four‑year UK broadcast deal covering the next men’s and women’s Ashes tours, the 150th‑anniversary Test in Melbourne, and eight ODI/T20 matches this autumn. The negotiations follow the...
Scripps Seals Local Broadcast Deal with Detroit Pistons
The Detroit Pistons have signed a new local television rights agreement with Scripps Sports that takes effect in the 2026‑27 NBA season, bringing games back to free over‑the‑air TV for the first time since 2005. WMYD TV20 Detroit will serve...
EXEC: Nike’s Brazilian Partner Jumps on Wholesale Gains and World Cup Jersey Sales
Grupo SBF, Nike’s Brazilian partner, reported a strong start to 2026, with first‑quarter net revenue climbing 14.9% to R$1.8 billion (about $360 million) and adjusted net income up 6.1% to R$79 million ($15.8 million). The company highlighted a 48.7% year‑over‑year surge in wholesale sales,...
Florida AG Continues Push Against Rooney Rule
Florida Attorney General James Uthmeier issued an investigative subpoena to the NFL, targeting the league’s Rooney Rule and broader diversity, equity and inclusion initiatives after the NFL altered the policy’s website language. The new wording softens references to increasing minority...
NFL Schedule Release: Rams to Host Packers on Thanksgiving Eve as Part of Five-Game Netflix Package
The NFL announced its first-ever Thanksgiving Eve game, pitting the Los Angeles Rams against the Green Bay Packers on Wednesday, November 25, 2026, at SoFi Stadium. The matchup is part of a new five‑game streaming package with Netflix, which will...
Detroit Pistons Games Moving to Scripps-Owned WMYD
The Detroit Pistons will move their locally televised games to free over‑the‑air station WMYD, owned by the E.W. Scripps Company, beginning with the 2026‑27 NBA season. The rights package is underpinned by a production loan exceeding $4 million, though its total...
Gotham FC in Advanced Talks to Move to NYCFC’s New Queens Stadium
Gotham FC is in advanced negotiations to relocate its home games to NYCFC’s new Etihad Park stadium in Queens, a $780 million, 25,000‑seat venue slated to open for the 2027‑28 MLS season. The move would shift the NWSL club from Sports...
The Athlete Influencer Economy Is Now Operating at Scale
College athletes are now a core pillar of influencer marketing, with NIL partnerships valued at $1.67 billion for the 2024‑25 season and projected to hit $2.8 billion by 2026‑27. Brands such as adidas, CVS and Hollister are deploying multi‑athlete, always‑on campaigns that...
What’s Next For Local Sports As Regional Network Model Crumbles?
The regional sports network (RSN) model has unraveled over the past five years, leaving NBA, NHL and MLB clubs scrambling for new revenue streams. Teams are turning back to free over‑the‑air broadcasters and launching their own streaming platforms to fill...
Peacock to Debut WNBA Games on May 17
Peacock, NBCUniversal’s streaming service, will begin live‑streaming WNBA games on May 17, launching a doubleheader featuring the Las Vegas Aces vs Atlanta Dream and the Indiana Fever vs Seattle Storm. The games will air simultaneously on NBC and Peacock, with star players A’ja...
WHOOP Named Official Health and Fitness Wearable of the Boston Red Sox
WHOOP announced a multi‑year deal making it the Official Health and Fitness Wearable of the Boston Red Sox for the 2026‑2028 seasons. The agreement grants WHOOP exclusive rights as the club’s wearable‑technology partner and places its branding on first‑ and...
EntertainHR: The NFL’s Real Offseason Was at the Bargaining Table
The NFL and the NFL Referees Association finalized a new seven‑year collective bargaining agreement covering the 2026‑2032 seasons. The deal delivers a 6.45% annual wage increase for officials, guarantees training‑camp pay, and preserves the three‑year probationary period. It also enhances...
The Social-First Sports Revolution: How Data-Driven Ecosystems Are Redefining Commercial Value
TikTok has been named the first‑ever Preferred Platform for the 2026 FIFA World Cup, tapping an audience where 85% of fans use the app as a second‑screen experience. The partnership builds on a 2023 Women’s World Cup test that generated...
Canadian Soccer Media Firm Finally Escapes Rogers’ TV Bottleneck
A Federal Court of Appeal has dismissed Rogers Communications’ appeal of the CRTC’s 2023 decision, clearing the way for OneSoccer to be carried on Rogers’ linear television platforms. The ruling grants the Canadian Premier League (CPL) access to millions of...
Disney Cozies Up To NFL At Upfront, Revealing Schedule Details And Super Bowl On-Air Lineup
Disney used its upfront presentation to cement a deeper partnership with the NFL, highlighting the earlier deal that gave ESPN control of NFL Network and a 10% league stake in ESPN. The company unveiled key schedule details, including the season‑opening...
Under Armour Counts on Tariff Refunds to Help It Rebound This Year
Under Armour posted a 1% drop in Q4 revenue to $1.2 billion and a net loss of $43 million, while full‑year revenue fell 4% to $5 billion and the loss more than doubled to $496 million. The company attributes margin pressure largely to higher...
Spurs Face Sponsor Uncertainty as ExpressVPN Push Esports Pivot
Tottenham Hotspur's two‑year partnership with ExpressVPN expires as the club hovers near the relegation zone, leaving the Premier League side uncertain about its primary sponsor for next season. ExpressVPN's general manager Zac Eller hinted the firm may pause football sponsorship...
MMA.INC (NYSE American: MMA) Enters Exclusive 50/50 Revenue Share Peptide Partnership with Precision Peptide (CSE: BPC)
Mixed Martial Arts Group Limited (MMA.INC) announced an exclusive partnership with The Precision Peptide Company, granting MMA.INC a 50/50 share of net revenue from peptide sales sourced through its combat‑sports ecosystem for the first year, then 25% thereafter. The agreement...
How Digital Fan Ecosystems Are Becoming Strategic Assets for Sports Organizations
Sports clubs are shifting from broad social‑media outreach to proprietary digital fan ecosystems powered by blockchain and fan tokens. These platforms let organizations treat fans as stakeholders, capturing high‑quality first‑party data and enabling personalized marketing. Revenue models are evolving from...
London Broncos Get Fresh Investment and Eye Consortium Expansion
London Broncos have secured fresh capital as Australian property magnate Andrew Gray joins the club’s ownership group, which already controls 90% of the team under former NRL star Darren Lockyer. The injection bolsters the only major southern English rugby league...
IPL's TV Slump, Viewer Fatigue, and the Rise of Digital Streaming
IPL’s television ratings slipped 18.8% in the first half of the 2026 season, with average viewership falling 26% to 7.84 million. In contrast, digital streaming on JioStar reached 515 million users and generated 32.6 billion minutes of watch time, pushing total screen reach...
Frank and Postecoglou Going Head to Head as BBC and ITV Pundits for World Cup
Former Tottenham managers Thomas Frank and Ange Postecoglou will serve as rival World Cup analysts, with Frank signing for BBC Sport and Postecoglou joining ITV. The two broadcasters share UK rights, each covering all 104 matches but with different allocations: BBC...
TelevisaUnivision Makes a Super Bowl Play for Advertisers at Upfront
TelevisaUnivision will air Super Bowl LVII in Spanish through an ESPN partnership, positioning the event as a lower‑cost entry for advertisers. The upfront adds new soccer rights, a Formula 1 Las Vegas broadcast with Apple, and expands ViX with 100 micro‑dramas slated...
Wests Tigers Re-Sign Fourth Star Until 2030 After Jarome Luai’s Exit
Sunia Turuva has signed a three‑year extension to stay with the Wests Tigers through the 2030 season, becoming the fourth marquee player to re‑sign after Jarome Luai announced his move to the PNG Chiefs. The deal follows recent extensions for...
As College Sports Roils, an Apparel Company Pitches Its Stressed Stock
Digital Brands Group (DBGI) is pushing its Avo apparel brand into the college NIL market, claiming to have raised over $17 million for athletes across seven Power‑Five programs. The micro‑cap has relied heavily on debt and equity issuances, doubling its share...
Arbitrator Rules in Favor of College Sports NIL Watchdog in First Appeal
A third‑party arbitrator ruled against 18 Nebraska football players, upholding the College Sports Commission's (CSC) rejection of their NIL deals. The arbitrator found the deals lacked a valid business purpose and violated the settlement’s anti‑warehousing rule. Playfly, the multimedia rights...
Amazon to Open ‘TNF’ With Bills-Lions, Highmark Stadium Debut
Amazon announced that its 2026 Thursday Night Football (TNF) season will open with a Bills‑Lions matchup on Sept. 17, the first regular‑season game at the Bills’ new Highmark Stadium. The debut aligns with the NFL’s rollout of next‑generation venues for several...
How to Watch the Los Angeles Lakers Vs. Oklahoma City Thunder 2026 NBA Playoffs Second Round Game 4
LeBron James and the Los Angeles Lakers must win Game 4 of the second‑round NBA playoffs on Monday, May 11, to avoid a sweep by the top‑seed Oklahoma City Thunder. The game tips at 10:30 p.m. ET and will be streamed exclusively on...
Caitlin Clark, Angel Reese and More Lead WNBA’s Opening Weekend Sneaker Lineup
The WNBA’s 30th season kicked off with a three‑game opening weekend that showcased a star‑studded sneaker lineup. Caitlin Clark wore Nike’s Kobe 5 Protro “Rookie of the Year,” while Angel Reese appeared in Reebok’s Engine A ahead of her own signature shoe. Breanna...
Ryan Lochte to Coach College Swimming at $34 an Hour
Olympic swimmer Ryan Lochte has been hired as an assistant coach for Missouri State’s swimming and diving program, earning $34.10 an hour—about $30,000 a year—plus performance bonuses. The contract runs from August 2026 to June 2027 and includes $750 for...
FOX & NBC Expand NFL Packages While League Faces Antitrust Scrutiny
Fox and NBC are expanding their NFL coverage for the 2026‑27 seasons. Fox will add two more regular‑season games in 2026, including the high‑profile Week 10 Munich matchup and a Week 15 Saturday game. NBC’s Peacock platform will receive an additional exclusive...
Northeast Pennsylvania’s Harry’s Sporting Goods to Close
Harry’s Sporting Goods, a Berwick, PA retailer operating since 1891, announced it will close by early June 2026. Owner Kerri Troiani cited the pandemic‑induced shutdown and the loss of key vendors—most notably Nike in 2019—as primary reasons. Attempts to sell...
EXEC: WS WeSports Group AB Expands Stakes in SkiCom Sweden AB and Bikelease AB
WS WeSports Group AB has increased its ownership in two specialist subsidiaries, raising its stake in SkiCom Sweden AB from 51% to 80% and acquiring 100% of Bikelease AB, which it previously held at 60%. The transactions were executed at...
Congress Urged to Protect Live Sports on Broadcast TV
The National Association of Broadcasters (NAB), backed by all 50 state broadcaster associations, the District of Columbia and Puerto Rico, has urged Congress to revisit the 1961 Sports Broadcasting Act. The coalition argues that the rise of streaming paywalls is...
Roku Announced As North American Streaming Platform For Inaugural Enhanced Games
Roku (NASDAQ: ROKU) will serve as the North American streaming home for the inaugural Enhanced Games, launching on May 24 at 9 p.m. EST. The free-to-watch competition will air on the Roku Sports Channel across the U.S., Canada and Mexico, featuring...
Kenny Bednarek Still Believes ‘Sky’s the Limit’ for Grand Slam Track
Two‑time Olympic silver medalist Kenny Bednarek continues to champion Grand Slam Track despite the league’s Chapter 11 filing. The U.S.‑based circuit, launched by Michael Johnson, earned less than $2 million in 2025 while racking up over $40 million in debt, leaving Bednarek owed $195,000....
AFL LEGENDS GAME Back on Seven After Blockbuster Revival
The Seven Network will broadcast the Four’N Twenty Legends Game for Prostate Cancer again in 2026 after a blockbuster 2025 revival. The 2025 match drew more than 2.3 million Australian viewers, raised over AUD 1 million (≈US $660,000), and attracted a crowd of 31,320...
The Sports League Where Doping Is Legal
The Enhanced Games, a new sports league that permits performance‑enhancing drugs, debuted on the New York Stock Exchange with backing from Peter Thiel and Donald Trump Jr. The league offers a $25 million prize pool for 50 athletes and operates on...
LIV’s New Board Directors Also Take Over U.K. Positions
LIV Golf appointed two new independent directors, Eugene Davis and Jon Zinman, to its four U.K. holding companies on May 4. The appointments coincided with the removal of three former directors—Ross Hallett, Jake Jones, and Louise Savage—who had only recently...
Braves Earnings Show Promise and Pressure of RSN Shift
The Atlanta Braves posted a 53% jump in first‑quarter revenue to $72 million, helped by an early start to the 2026 season and five home games at Truist Park. Adjusted operating loss narrowed to $17.6 million from a $28.5 million loss a year...