BT Scores UEFA Deal; Reintroduces BT Mobile in Brand Revamp
BT Group secured the official telecom partnership for the UEFA Euro 2028 tournament in the UK and Ireland, pledging to power broadcasts, stadium connectivity and public screenings. The network will serve nine stadiums, 24 team base camps and support eSIM and network‑slicing services for up to 2 billion viewers worldwide. At the same event BT unveiled its "Behind Brilliant Things" brand campaign and relaunched BT Mobile, now offered exclusively to its broadband customers alongside upgraded cyber‑threat protection. Executives highlighted the deal as a showcase of BT’s infrastructure and a catalyst for its brand refresh.
NBCUniversal Telemundo Enterprises and US Soccer Extend Media Rights Agreement
NBCUniversal’s Telemundo Enterprises has extended its exclusive Spanish-language media rights with the U.S. Soccer Federation through 2030. The deal covers the men’s and women’s senior national teams, as well as youth squads, delivering more than 20 matches annually across Telemundo,...
Kipsta to Remain Ligue 1 and Ligue 2 Match Ball Supplier Until 2032
French retailer Decathlon has extended its partnership with the Ligue de Football Professionnel, promoting its Kipsta brand to remain the official match ball supplier for Ligue 1 and Ligue 2 through 2032. The renewed deal, effective from the 2027 season,...
Google Set to Sponsor ITV’s World Cup Coverage
Google has agreed to sponsor ITV’s coverage of the upcoming FIFA World Cup, marking the broadcaster’s largest sponsorship deal to date. The partnership will see Google’s branding integrated across ITV’s television, digital and social platforms throughout the tournament. The deal...
Inter Miami Takes Equity Stake in Beckham-Founded IM8 Parent
Inter Miami announced a multiyear sponsorship with health‑tech firm Prenetics, taking an undisclosed equity stake in the company and naming its IM8 subsidiary the club’s exclusive supplement partner. The partnership provides IM8 branding at the team’s training center, stadium signage...
Haslam Breaks Ground on Browns’ $2.4B Domed Stadium Set to Open in 2029
Cleveland Browns owner Jimmy Haslam broke ground on a $2.4 billion, 67,500‑seat domed stadium slated to open for the 2029 season. The project sits on former Ford plant land near the airport, with a folded‑plate transparent roof and fan‑centric seating that...
Adidas Taps Timothée Chalamet, Messi, and Bad Bunny for World Cup 2026 Film
adidas has unveiled a short film called "Backyard Legends" ahead of the 2026 FIFA World Cup, starring Academy‑Award‑nominated actor Timothée Chalamet alongside soccer icons Lionel Messi, Bad Bunny, Jude Bellingham and others. The narrative follows Chalamet assembling a street‑ball team to challenge a legendary...
Adidas Brings ‘Backyard Legends’ to Life with Chalamet, Bellingham, Yamal and Rodman
adidas unveiled "Backyard Legends," a short film starring Timothée Chalamet alongside football icons Lionel Messi, Jude Bellingham, Lamine Yamal and Trinity Rodman. The spot celebrates the freedom of backyard play while linking it to the upcoming FIFA World Cup 2026, using 90s‑era visuals, CGI and a...
Sports and Entertainment Marketing Agency Fuse, Part of Omnicom Media, Launches in Dubai
Omnicom Media’s sports and entertainment agency Fuse has opened a new office in Dubai, expanding its Gulf footprint beyond Saudi Arabia. The launch is led by Danielle Barwick, who moves from London to head Fuse Dubai and will serve regional...
With NCAA Tournament Expansion Imminent, some of the Game's Biggest Coaches Still Aren't Sold on the Idea
The NCAA is preparing to expand March Madness to 76 teams, the first change since the 2011 shift to 68. Prominent coaches—including Mark Few, Dan Hurley, John Calipari, Tom Izzo and Brad Underwood—have voiced strong opposition, saying a larger field...
FIFA President Infantino Defends Exorbitant World Cup Ticket Prices
FIFA President Gianni Infantino defended the World Cup’s steep ticket prices at the Milken Institute conference, arguing that dynamic pricing reflects market realities and prevents even higher resale values. He highlighted that over 500 million ticket requests have been received, with...
20 Don’t-Miss Moments From Sportico’s Invest West
Sportico’s Invest West conference in San Francisco gathered more than 150 investors, owners and city officials to underscore the accelerating business opportunities in the sports economy. Speakers ranging from Warriors co‑CEO Joe Lacob to Mayor Daniel Lurie argued that owners must be operationally...
Darwin Núñez Reaches Agreement With Al-Hilal, Opens Door For European Return
Uruguay striker Darwin Núñez has reached a deal to leave Al‑Hilal at the end of the Saudi season, ending a turbulent spell that began with a £46 million ($63 million) transfer last August. Despite earning £400,000 per week (about $520,000), he was...
Lack of NBC Sports Causes Higher Churn at Fubo During Q2
Fubo’s Q2 pay‑TV subscriber count dropped by 200,000, leaving the platform with 5.7 million users after a prolonged carriage dispute with Comcast’s NBC Universal blocked access to NBC sports, including the Super Bowl and the 2026 Winter Olympics. The loss reflects the...
Carriage
DirecTV added the Hispanic‑focused action‑sports network PX Sports to its lineup, marking the channel’s first major linear distribution in the United States. PX Sports delivers BMX, surfing, snowboarding, motocross and skateboarding content tailored for bilingual and Hispanic audiences. The partnership...
Toronto World Cup Tickets Can only Be Resold for Face Value on FIFA Marketplace
FIFA has updated its ticket resale policy for the 2026 World Cup matches in Toronto, mandating that tickets can only be listed at the original purchase price on its official marketplace. The change complies with Ontario’s Putting Fans First Act,...
FIFA President Defends High World Cup Prices With College Football Comparison
FIFA president Gianni Infantino defended World Cup ticket prices by comparing them to U.S. college football costs, noting that 25% of group‑stage tickets are under $300. He argued that even top‑level college games often exceed that price, positioning the World...
Nielsen: Prime Video Posts Three of Top 20 Most-Watched Weekly TV Sports Content Through May 3
Nielsen’s latest weekly TV sports ratings show Amazon’s Prime Video captured three of the top‑20 most‑watched sports broadcasts for the week of April 27‑May 3. The Lakers‑Rockets Western Conference playoff game aired on Prime Video ranked No. 6 with 4.45 million viewers, while two...
Outdoor Research Names Scott Kerslake Acting President
Outdoor Research announced that Scott Kerslake will serve as acting president starting May 11, while the board searches for a permanent leader. Kerslake, the founder of Athleta and former CEO of Prana, brings a track record of sustainability‑focused growth. He replaces...
Audemars Piguet Picks up Padel as Official Timekeeper
Swiss watchmaker Audemars Piguet has signed a global agreement to serve as the official timekeeper for the Qatar Airways Premier Padel Tour, which will feature 25 tournaments across 17 countries in 2026. The partnership includes installing branded court clocks and elements...
What’s It Like Being an Independent Sports Creator in 2026?
Independent sports creator Kofie Yeboah illustrates how niche video essays can thrive alongside legacy outlets. He breaks down the fragmented revenue mix of YouTube AdSense, Patreon subscriptions, and brand partnerships that fund his deep‑dive content. The piece also questions whether...
EXEC: Nidecker Group Adds Europe Distribution for Etnies, éS, and Emerica
The Nidecker Group has signed OneTurn as the lead distributor and regional operations partner for its skateboarding brands Etnies, éS and Emerica across Europe, the Middle East and Africa (EMEA). OneTurn will oversee wholesale, e‑commerce, regional marketing and apparel development...
FanDuel CEO Pushed Out After Five Years Amid Stock Slump
Amy Howe, who led FanDuel’s sportsbook since 2021, was removed after five years and will be succeeded by president Christian Genetski, though the permanence of the appointment remains unclear. The change was announced just before Flutter Entertainment’s first‑quarter earnings call,...
Kara Lawson Took Amazon Job to Scout WNBA Players for Team USA
Duke women’s basketball coach Kara Lawson has taken a WNBA analyst role with Amazon Prime Video for the 2026 season. The streaming service will broadcast 31 games, ensuring every WNBA franchise appears at least once. Lawson says the job lets...
Victory+ CEO Neil Gruninger on the Impact of the Dallas Cowboys Deal, Creator-Led Content, and Free In-Market Access for Fans
Victory+ has secured a multi‑year partnership making it the first third‑party streaming home for Dallas Cowboys original programming. The free, ad‑supported platform will deliver live and on‑demand content, from draft coverage to weekly press conferences, to fans in North Texas...
Lift Foils Releases Collaboration With Pyzel and the Florence Brothers
Lift Foils announced a new partnership with world‑renowned surfers John John Florence and Nathan Florence, alongside legendary shaper John Pyzel. The collaboration produced a 4’7″, 49‑liter foil board engineered for downwind, open‑ocean performance. In parallel, Pyzel helped design a 6′0″...
Derek Fisher & Cody Decker Lead 97.1 The Fan’s LA Lineup
Audacy has launched 97.1 The Fan (KNX‑FM), a new all‑sports FM station in Los Angeles, with weekday programming debuting on May 18. The lineup features former NBA champion Derek Fisher and ex‑MLB power hitter Cody Decker in the morning, followed by ex‑NFL safety Brock Vereen...
Warriors’ Lacob Says His Padres Bid Assumed No MLB Games in 2027
Warriors owner Joe Lacob was a runner‑up in the San Diego Padres auction, which closed at a record $3.9 billion. His group modeled the risk of a lost MLB season in 2027 amid looming labor negotiations. Lacob argued that a salary...
Liquid I.V.’s McLaren Racing Partnership Cements Its Foothold in Formula 1
Liquid I.V. has signed a multi‑year official partnership with McLaren Racing that runs through 2027, deepening its presence in Formula 1 after earlier activations at Miami and Las Vegas. The deal places the brand’s logo on pit‑crew helmets and Academy driver gear,...
Napheesa Collier Admits Cathy Engelbert Rant Was For CBA Leverage
Five‑time WNBA All‑Star Napheesa Collier has walked back her September claim that the league had "the worst leadership in the world," acknowledging the remarks were intended to add pressure during collective‑bargaining talks. In a recent NPR interview, Collier said the...
Peacock Says 152nd Kentucky Derby Most-Streamed Horse Race Ever
Peacock announced that the 152nd Kentucky Derby attracted an average minute audience of 1.9 million, a 28% rise from the previous year. The platform, together with NBC Sports, delivered a record total audience delivery (TAD) of 19.3 million, up 9% YoY. NBCUniversal...
NFL Nears Referee Deal to Avoid Another ‘Fail Mary’ Disaster
The NFL is on the brink of a new collective bargaining agreement with the NFL Referees Association, with a ratification vote slated for Thursday, well before the current pact expires on May 31. The proposed deal emphasizes performance‑based pay, stricter...
How the Portland Fire Marketed a Basketball Team with No Players
The Portland Fire tackled the classic expansion challenge of marketing a team before any players were signed. SVP Kimberly Veale leveraged the jersey launch and a partnership with the NBA Trail Blazers to create visual brand momentum in January. A...
Tottenham Hotspur Is Facing a Billion-Dollar Disaster
Tottenham Hotspur sits 17th in the Premier League with three games left, teetering on relegation despite its $1.2 billion stadium and ninth‑largest global football revenue of $766 million. A drop to the Championship would slash broadcast income from the Premier League’s $16.3 billion...
FIFA World Cup 2026: Peacock Launches Visión De Campo (Aka Pitchside Live), Will Stream All 104 Matches in Spanish
Peacock will stream every one of the 104 FIFA World Cup 2026 matches in Spanish, pairing Telemundo's exclusive commentary with Dolby Atmos sound. The service debuts Visión de Campo, a vertically optimized, multi‑angle mobile view that lets fans watch the...
Greensboro Sports Foundation Names Brad Hecker As Vice President Of Events And Operations
The Greensboro Sports Foundation appointed Brad Hecker as Vice President of Events and Operations, tasking him with expanding the city’s major sporting portfolio. Hecker, a former ACC Assistant Commissioner of Women’s Basketball, will steer preparations for the 2027 and 2029...
Sky Extends Formula 1 Rights Deal Into Next Decade
Sky Group has extended its exclusive Formula 1 rights in the UK and Ireland through the 2034 season and in Italy through 2032, adding a five‑year extension worth roughly $254 million per season, up from about $164 million. The deal covers every practice,...
Why This Athlete-Led Agency Is Going All-In On Women's NIL
Learfield is expanding its Name, Image and Likeness (NIL) business by hiring former athletes like Jenna Johnson, who moved from an NIL coordinator role at Alabama to Business Manager at Vanderbilt. Johnson has already brokered 146 NIL deals for 70...
Paramount+ and DSports Take the FIFA World Cup to Latin America
Paramount+ and DSports have forged a strategic alliance to broadcast every one of the 104 matches of the 2026 FIFA World Cup across six key Latin American markets—Argentina, Chile, Colombia, Ecuador, Peru and Uruguay. The partnership delivers 24/7 live streams...
FIFA Introduces Dynamic Ticket Pricing At World Cup, Sparking Fan Backlash Over Soaring Costs
FIFA will debut a real‑time dynamic ticket‑pricing system for the 2026 World Cup, allowing seat prices to fluctuate by the hour based on demand. The model could generate roughly $3 billion in revenue, with about 30% of each sale earmarked for...
Skechers Strikes Deal With WNBA to Become Official League Partner
Skechers has signed a multiyear agreement to become the official league partner of the WNBA, coinciding with the league’s 30th season. The deal puts players Kiki Iriafen, Rickea Jackson and Jackie Young in Skechers footwear on the court, showcasing the...
Instamart Scores Exclusive India Launch of Panini’s FIFA 365 Adrenalyn XL 2026
Instamart has secured an exclusive partnership with Panini to launch the FIFA 365 Adrenalyn XL 2026 trading‑card set in India, marking Panini’s first entry into the Indian market. The collection, featuring over 300 football stars, will be sold through Instamart’s rapid‑commerce platform...
HCLTech Deepens NFL Presence with New AI Partnership at MetLife Stadium
HCLTech has extended its AI partnership with MetLife Stadium, the home of the New York Jets and Giants, through a multi‑year deal that builds on its 2022 digital transformation work. The agreement adds a dedicated AI focus aimed at boosting...
Olympian Jessica Ennis-Hill Taps Into Mid-Strength Wine Boom with 7% Rosé
Olympic champion Jessica Ennis‑Hill has launched Seven Summers, a premium 7% alcohol rosé from Provence, aimed at the fast‑growing mid‑strength wine segment. She teamed with former Majestic MD Josh Lincoln and Master of Wine Ray O'Connor to create a de‑alcoholised rosé...
Sorsby Hires Kessler: Breaking Down QB’s NCAA Eligibility Push
Texas Tech quarterback Brendan Sorsby has retained renowned sports litigator Jeffrey Kessler as he confronts an NCAA gambling investigation and a breach‑of‑contract lawsuit over a reported $5 million NIL deal with Cincinnati. The allegations include more than 10,000 wagers placed through...
Hummel to Supply AFC Bournemouth Kits in Club-Record Agreement
AFC Bournemouth has secured a five‑year kit partnership with Danish sportswear brand Hummel, commencing in the 2026‑27 season and running through 2030‑31. The deal ends the club’s eight‑year relationship with Umbro and is described as the biggest kit agreement in...
This Chart Shows You Why the NFL Is the only Thing that Matters on TV
The NFL’s 2026 Super Bowl will be the year’s most‑watched TV event, and the league’s regular‑season games continue to dwarf all other programming. Nielsen data cited by the NFL shows an average of nearly 20 million viewers per broadcast, compared with...
Glasgow 2026 Commonwealth Games Adds Ideagen as AI Technology Principal Partner
UK‑based software firm Ideagen has been named the inaugural AI technology principal partner of the Glasgow 2026 Commonwealth Games. The agreement also makes Ideagen the presenting partner of the netball programme and an official partner of Team Scotland, linking its...
IPL 2026: Enso Webworks Taps Ishan Kishan to Accelerate Brand Visibility
Enso Webworks, the IT arm of Enso Group, has secured a branding partnership with IPL star Ishan Kishan, placing its logo on the Sunrisers Hyderabad batter’s bat for the 2026 season. The move marks the startup’s first major public‑facing campaign...
Bournemouth: Vitality Stadium Expansion Setback Hits European Plans
Bournemouth’s plan to double the Vitality Stadium’s capacity has been delayed after a council meeting was postponed, pushing South Stand construction to later in the season and reducing the planned extra seats from 1,500 to 800. Burnley’s owners are grappling...