The second quarter of 2025 was another busy period of deal-making in the sports industry.

TKO began the quarter by teaming up with Saudi Arabia to launch a boxing promotion that aims to shake up the sport, while newly crowned Premier League champions Liverpool sealed a bumper kit contract with Adidas.

On the broadcast front, NBC struck a multibillion-dollar extension for US rights to the Olympic Games, the National Hockey League (NHL) bagged a lucrative deal with Rogers Communications in Canada and Rugby Australia (RA) secured an uplift on its partnership with Nine for the rest of the decade.

Q2 also saw William Chisholm agree to buy the Boston Celtics in a deal valuing the National Basketball Association (NBA) team at US$6.1 billion – a record for any North American sports franchise.

Below, SportsPro provides summaries, analysis and data-led insights into the deals that got the industry talking over the last three months, crowns the ‘Top Dealer’ of the last quarter and presents every sponsorship and media rights deal tracked during that period.

TKO launches new Saudi-backed boxing promotion

Image credit: Sela

Sport: Boxing

Category: Finance & investment

Terms: TKO to serve as managing partner, overseeing day-to-day operations, management and oversight of the promotion

TKO Group Holdings, the parent company of the Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has confirmed it will be launching a new boxing promotion in partnership with Saudi Arabia.

SportsPro says…

This multi-year venture sees Endeavor-owned TKO team up with Saudi events company Sela, which is owned by the country’s Public Investment Fund (PIF), and General Entertainment Authority (GEA) chairman Turki Alalshikh.

TKO and UFC chief executive Dana White have been frequently linked with an entry into boxing, which has always looked like a natural fit for the pair given their experience in combat sports.

There is a lot currently unknown about this new promotion, including its roster and event schedule. That said, it seems there will be a heavy emphasis on unearthing the next wave of talent – a welcome prospect given the shrinking pool of boxing stars in the US.

Mark Shapiro, president and chief operating officer of TKO, also said on a TKO earnings call that the company stood to receive a fee of “US$10 million plus” and was “not putting any money” into the project.

Shapiro and White have both bemoaned the fragmented nature of boxing, where splintered governance, an excessive number of championship belts and squabbling promoters have meant elite bouts often fail to materialise.

The arrival of Alalshikh, though, has changed all that. Indeed, scanning the trusted pound-for-pound rankings on The Ring – which Alalshikh bought last year – reveals that most of the sport’s best have all now fought on a Saudi Arabia-backed card.

TKO’s entry into boxing has prompted many questions. Will the new promotion be the sport’s equivalent of LIV Golf? What will this mean for other established promotional companies such as Matchroom, Queensbury and Top Rank? And is TKO looking to create the ‘UFC of boxing’?

There is plenty to be answered in the coming months. But whatever this new venture is aiming to be, the combination of TKO, Alalshikh and Saudi Arabia is a potent mix for disrupting boxing.

Liverpool confirm new Adidas kit deal from 2025/26 season

Image credit: Getty Images

Sport: Soccer

Category: Sponsorship & marketing

Terms: Multi-year deal; reportedly valued at more than UK£60 million per year

English soccer champions Liverpool have unveiled German sportswear giant Adidas as their new kit partner from next season.

SportsPro says…

Reports that Liverpool were set to reunite with Adidas emerged last year. Confirmation of the deal means the pair will partner for a third time, having done so from 1985 to 1996 and then from 2006 to 2012.

The Reds, who won a record-equalling 20th top-flight title this season, have had their kit supplied by Nike for the past five years in a pact that reportedly saw the club pocket a guaranteed UK£30 million (US$40.4 million) per year from the US brand, plus a royalty of around 20 per cent on net sales of club products.

This new contract with Adidas is reportedly an uplift on the Nike tie-up and is set to see Liverpool earn more than UK£60 million (US$80.9 million) per year. That would put the Premier League champions up amongst the rest of the top tier’s ‘big six’ in terms of the competition’s most valuable kit partnerships.

The extra income will also help Liverpool close the revenue gap on Manchester City, Manchester United and Arsenal, who all earned more than the Merseyside outfit in the 2023/24 financial year.

Though Nike has lost Liverpool, the company is due to continue partnerships with Chelsea, Tottenham Hotspur and Brighton & Hove Albion next season.

Adidas, meanwhile, beefs out a Premier League club kit roster for the 2025/26 campaign that currently consists of Arsenal, Aston Villa, Newcastle United, Manchester United, Nottingham Forest and Fulham.

NBC and IOC sign US$3bn Olympic broadcast extension to 2036

Image credit: Getty Images

Sport: Olympics

Category: Broadcast & OTT

Terms: Valued at US$3 billion; runs until 2036

NBCUniversal’s parent company Comcast has agreed a US$3 billion extension with the International Olympic Committee (IOC) to retain the US broadcast rights to the Olympic Games until 2036.

SportsPro says…

This extension felt like a parting gift from outgoing IOC president Thomas Bach, giving the Olympic movement and his successor Kirsty Coventry revenue certainty for more than a decade and funds to help futureproof the Games.

The IOC has spent the past decade wondering how it can maintain the Games’ appeal, particularly among younger audiences, a challenge which has been exacerbated by geopolitical issues and awkward time zones for recent editions of the Olympics, as well as a global pandemic that dominated Tokyo and Beijing and affected viewing figures.

However, Paris 2024 was an unqualified success, not least for NBC, which has made sport a core component of its streaming service Peacock, which showed every minute of last year’s Olympics.

The importance of this deal should not be underestimated given that NBC, whose prior contract with the IOC until 2032 was worth a whopping US$7.65 billion, is ultimately the single biggest benefactor of the worldwide Olympic movement.

Having shown every Summer Olympics since 1998 and every Winter Olympics since 2002, NBC has now made sure to secure another one of its marquee properties for the long-term.

Interestingly, though, the new deal extends beyond a traditional broadcast rights partnership, with Comcast set to provide technological infrastructure, offer access to its cohort of technology startups and collaborate with the IOC on digital advertising opportunities in the US, giving it potentially even greater control over how the Olympic broadcast is delivered.

Boston Celtics sold to William Chisholm in record US$6.1bn deal

Image credit: Getty Images

Sport: Basketball

Category: Finance & investment

Terms: Celtics acquired at a US$6.1 billion valuation

A group led by US businessman William Chisholm has agreed to acquire the NBA’S Boston Celtics in a deal valuing the team at US$6.1 billion.

SportsPro says…

The US$6.1 billion sale marks a significant return for the Grousbecks, who bought the franchise in 2002 for US$360 million. The Boston Globe reports that the sale price could rise further, with the shares sold in 2028 likely to be more valuable given the NBA is expected to further grow its revenues by then.

Either way, the sale is another sign that US franchise valuations continue to soar.

Chisholm and his group will benefit from the league’s new set of domestic media rights deals, which kick in from next season and are worth US$76 billion. However, it remains to be seen how he and Wyc Grousbeck will work together in managing the franchise up to 2028.

Chisholm will face significant challenges upon joining the franchise, which includes inheriting an expensive player payroll that will force him to make luxury tax payments. The Celtics also do not own their arena, which limits their gameday revenues, and they only own a minority stake in their local regional sports network (RSN) partner, meaning they cannot fully profit from their media rights.

Still, the Celtics’ US$6.1 billion sale opens the door for the NBA to consider expansion, with current team owners likely to be more open-minded given the high price tag.

NHL locks in Rogers media rights extension in Canada

Image credit: Getty Images

Sport: Ice hockey

Category: Broadcast & OTT

Terms: Valued at CAN$11 billion; runs from 2026/27 until 2037/38

The NHL has agreed a 12-year extension of its Canadian broadcast partnership with telecommunications company Rogers Communications.

SportsPro says…

The deal represents a major win for the NHL. The league has more than doubled the amount it receives under its current contract with Rogers, which was worth CAN$5.2 billion (US$3.8 billion).

Plus, with the agreement including an option to sublicense some of the rights, as Rogers did to Amazon for the final two years of its existing contract in an effort to recuperate some of its investment, there is still room for the deal to deliver further value for the NHL.

Though among the most popular sports in the US, ice hockey reigns supreme in Canada, meaning the NHL’s media rights are among the most coveted in the market.

One factor that potentially drove Rogers’ desire to retain the NHL is the improving performances of Canadian clubs, which drives interest and viewership. This season’s Stanley Cup playoffs featured five teams from Canada, up from four last year, and the Edmonton Oilers have reached the finals for a second consecutive year.

In fact, game seven of the 2024 Stanley Cup Finals was the most-watched broadcast ever on Sportsnet and viewership has been surging again in Canada during this year’s postseason, illustrating why Rogers was prepared to pay big to keep hold of the rights.

Rugby Australia extends Nine broadcast pact to 2030

Image credit: Getty Images

Sport: Rugby

Category: Broadcast & OTT

Terms: Five-year deal valued at up to AUS$240 million; includes all men’s and women’s international Tests (excluding Rugby World Cup matches), Super Rugby games, Sanzaar Tests and men’s Nations Cup

Rugby Australia (RA) has signed a five-year domestic broadcast extension with commercial network Nine in a deal valued at up to AUS$240 million (US$155.7 million).

SportsPro says…

RA announced a deficit of AUS$9.2 million (US$5.5 million) in 2024 and warned of “another challenging year”, so this broadcast extension will be warmly received by the governing body.

Indeed, RA will view the improved deal as a major win in a market where domestically it lags behind the Australian Football League (AFL) and National Rugby League (NRL), who pocket around AUS$640 million (US$384 million) and AUS$400 million (US$240 million) respectively from their broadcast contracts each year.

Super Rugby potentially being less accessible on free-to-air (FTA) television will spark debate about whether revenue superseding reach is in the best interests of Australian rugby union. RA, though, evidently deemed the exclusively arrangement with Stan Sport necessary in order to ensure an uplift in value of the new pact, while still retaining a significant FTA offering.

RA will be hoping to have landed on a deal that offers viewers the best of both words.

US Ski & Snowboard lands record Stifel sponsorship extension

Image credit: Getty Images

Sport: Winter sports

Category: Sponsorship & marketing

Terms: Reportedly valued at US$100 million; runs from May 2026 until April 2034

US Ski & Snowboard has extended its partnership with financial services firm Stifel in a deal described as the largest sponsorship in the national governing body’s history.

SportsPro says…

Stifel first partnered with US Ski & Snowboard back in 2022 and the latest extension, which Reuters reports is worth US$100 million comes after the company generated record revenues of close to US$5 billion in 2024.

The renewal comes with an expanded package of rights for Stifel, including title sponsorship across the entire US ski team in all disciplines, as well as the designation as the exclusive financial services partner of the governing body.

However, the length of the relationship suggests a big motivation for Stifel to lock in an extension was a desire to be associated with US Ski & Snowboard in the build-up to a home Winter Olympic Games in Salt Lake City, which last year was confirmed as the host of the 2034 edition.

That may also have inspired its decision to introduce a performance bonus programme for athletes and coaches as part of the expanded deal, which will allow Stifel to be seen putting money directly into athlete pockets and enable it to align with the team’s success in the run-up to the Games.

US Ski & Snowboard will be hoping that other brands will be thinking the same way and that it can capitalise on the opportunity of the Winter Olympics returning to the Utah capital for the first time since 2002.

Alexis Ohanian makes latest women’s sport investment with WSL champions Chelsea

Image credit: Getty Images

Sport: Soccer

Category: Finance & investment, women’s sport

Terms: Reportedly valued at UK£20 million

Reddit co-founder Alexis Ohanian has bought a ten per cent stake in Women’s Super League (WSL) champions Chelsea.

SportsPro says…

Ohanian’s investment portfolio has shown he is a major supporter of women’s sport. This investment in Chelsea Women suggests he believes European women’s soccer holds major growth potential, with the continent featuring some of the sport’s biggest names and most storied clubs.

Having previously been key in driving the growth of the National Women’s Soccer League’s (NWSL) Angel City, which is considered the most valuable women’s soccer team in the world, the technology entrepreneur will hope to inspire similar development for the Blues. Since being spun off, Chelsea now have dedicated personnel and are striking bespoke commercial deals for their women’s team, which their owners believe will ensure the club remains one of women’s soccer biggest outfits.

Ohanian’s decision to invest in Chelsea comes as the WSL increases its efforts to grow its commercial revenues. A new broadcast deal with Sky and the BBC that begins next season will be worth UK£65 million (US$86.4 million) over five years, while the recently rebranded Women’s Super League Football (WSL Football) body is now in search of a league-wide sleeve partner deal, following Barclays’ title sponsorship extension for the WSL, worth a reported UK£45 million (US$59.8 million).

Women’s sport revenues to reach US$2.35bn in 2025

Date: March 2025

Published by: Deloitte

Market(s): Global

Category: Finance & investment, women’s sport

Commercial revenues surpassed US$1 billion for first time in 2024

Basketball (US$1.03 billion) and soccer (US$820 million) to generate biggest revenues this year

Significant rise in broadcast (US$590 million) and matchday revenues (US$500 million) also anticipated

Access the full report here.

Global sports industry generated US$170bn revenue in 2024

Date: May 2025

Published by: Two Circles

Market(s): Global

Category: Finance & investment

19 of the top 20 sports properties grew revenues in 2024 compared to the previous year

The National Football League (NFL) topped all sports properties with annual revenues of US$13.9 billion, an eight per cent year-over-year (YoY) increase

The industry remains on track to achieve annual earnings of US$260 billion by 2033

Access the full report here.

Toyota

Founded: 1937

HQ: Aichi, Japan

Sector: Automotive

Category: Sponsorship & marketing

Key deals signed: England and Wales Cricket Board (ECB), Cheetahs, San Francisco Unicorns, USA Swimming, New Zealand Rugby, Cricket Scotland, Cricket Ireland, Northern Super League

The second quarter was a particularly busy one for Japanese automotive giant Toyota, with SportsPro tracking eight deals across four continents that were signed by the car manufacturer over the past three months.

Two of those, with USA Swimming and the Cheetahs, were extensions. But there also were new deals that saw Toyota snap up premium inventory, including the front of the England cricket team’s playing shirts and the training kit of the All Blacks rugby union side, which became available after petrochemicals company Ineos cut short its deal with New Zealand Rugby (NZR) earlier this year.

Toyota is likely to have had some sponsorship budget become available following the end of its TOP sponsorship deal with the International Olympic Committee (IOC), which was reportedly worth US$835 million when signed in 2015.

With the partnership announcements of the last quarter spanning cricket, rugby and swimming, as well as soccer, Toyota appears to be focusing predominantly on sports that have historically been associated with more affluent audiences.

At the same time, a big focus of Toyota’s sponsorship strategy, particularly in cricket, has been on grassroots engagement. The logic there is likely that making a difference at the community level will build trust among fans of the sport, who might then consider the brand the next time they’re thinking about making a car purchase.

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World Aquatics has extended its exclusive U.S. media rights agreement with NBC Sports through 2028, in a deal brokered by global agency SPORTFIVE. The multi-year deal guarantees American audiences will continue to enjoy the excitement of world-class aquatic competition, headlined by the World Aquatics Championships, the World Aquatics Swimming Championships (25m) and the World Aquatics Swimming World Cup series.

The agreement helps boost momentum toward the Los Angeles 2028 Olympic Games in the U.S. while ensuring coverage for the flagship World Aquatics events and sharing the performances of US aquatics athletes with their home audience.

As part of the agreement, NBC Sports will present a dynamic slate of World Aquatics events annually across NBC and Peacock, including:

World Aquatics Championships

World Aquatics Swimming Championships (25m)

Swimming World Cup

Artistic Swimming World Cup Super Final

Diving World Cup

High Diving World Cup

Crucially, the agreement includes the 2027 World Aquatics Championships, in Budapest (Hungary), a major highlight on the international sports calendar and a key milestone on the road to the LA 2028 Olympic Games. The World Aquatics Swimming Championships (25m) – Beijing 2026 will also feature.

Husain Al Musallam, World Aquatics President, says: “We are delighted to extend our valued partnership with NBC Sports, a broadcaster that shares our commitment to bringing the excitement and excellence of aquatic sports to fans across the United States. This agreement ensures broad and consistent exposure for our athletes and events, including the 2027 World Aquatics Championships in Budapest—a key milestone on the road to the LA 2028 Olympic Games. With NBC Sports’ unparalleled reach and storytelling, we look forward to inspiring new generations and celebrating the global aquatics community together.”

This extension marks a development for aquatic media exposure in the U.S. and continues NBC Sports’ tradition of providing robust Olympic sport programming. Already the U.S. media rightsholder for the Olympic Games through 2036, NBC Sports’ expanded World Aquatics coverage complements its existing coverage of USA Swimming and the 2028 U.S. Olympic Trials.

Joe Gesue, SVP, Olympic Programming & Planning, NBC Sports, states: “Our long-standing relationship with our valued partners at World Aquatics is core to our mission of telling the stories and showcasing the achievements of the world’s greatest athletes to the American audience. Aquatic sports have provided so many magical moments over the years, from swimming stars like Michael Phelps and Katie Ledecky, clutch diving golds by Laura Wilkinson and David Boudia, world championship wins in water polo, and the U.S. artistic swimming team’s viral program from Paris. We are excited about sharing many more on the road to LA28.”

This partnership also underscores SPORTFIVE’s role as a top media rights agencies. With decades of experience negotiating and facilitating global sports media deals, SPORTFIVE continues to help premium rightsholders and broadcasters create impactful partnerships that grow audiences and boost sports visibility.

NANTERRE, FRANCE – AUGUST 03: (EDITORS NOTE: Image was captured using an underwater robotic camera.) Katie Ledecky of Team United States and Ariarne Titmus of Team Australia compete in the Women’s 800m Freestyle Final on day eight of the Olympic Games Paris 2024 at Paris La Defense Arena on August 03, 2024 in Nanterre, France. (Photo by Maddie Meyer/Getty Images) Getty Images

NBC Sports and USA Swimming announced that NBC Sports will continue to cover the sport’s top domestic events every year through 2028 on NBC, Peacock and CNBC. This includes the TYR Pro Swim Series, Toyota National Championships and the Pan Pacific Swimming Championships. The partnership aims to make competitive swimming more accessible to fans nationwide, not just during the Olympic Trials or Olympic Games, but throughout the entire year.

Highlights From The 2025 TYR Pro Swim Series

FORT LAUDERDALE, FLORIDA – MAY 03: Katie Ledecky sets a World Record in the Women’s 800m Freestyle Final at Fort Lauderdale Aquatic Center on May 03, 2025 in Fort Lauderdale, Florida. (Photo by Carmen Mandato/Getty Images) Getty Images

The most recent 2025 TYR Pro Swim Series was held in Fort Lauderdale in April, where Katie Ledecky broke her own world record in the 800 freestyle. The meet ran from April 30 to May 3, and Ledecky also posted her fastest 400 freestyle time since the 2016 Rio Olympics. The 28-year-old clocked her second-fastest 1500 freestyle ever as well—a time that would have been faster than the one that won her gold at the 2024 Paris Olympics.

Two nights of finals were streamed live on Peacock, and all sessions were also available on the USA Swimming Network. The series featured several other Olympic gold medalists, including Bobby Finke, Caeleb Dressel, Gretchen Walsh and more. Walsh, fresh off helping the Virginia Cavaliers win their fifth consecutive NCAA championship, also broke the world record in the 100 butterfly and became the first woman to swim the event in under 55 seconds.

Key Meets And What’s Ahead

The 2025 Toyota National Championships, set for June 3–7, will be held at the Indiana University Natatorium. It’s a major meet for swimmers, including Ledecky and Walsh, and fans, especially since it will decide the U.S. team for the World Championships in Singapore this July and August. All sessions will stream on the USA Swimming Network, with finals airing on Peacock.

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Looking ahead, the Pan Pacific Swimming Championships will return in August 2026 in Irvine, California, marking the event’s first appearance on NBC Sports in eight years. Typically held every four years, the meet rotates among the U.S., Canada, Japan and Australia.

The U.S. roster will include up to 26 men and 26 women, selected based on results from key 2025 meets, including the National Championships, World Aquatics Championships, World University Games, World Aquatics Junior Championships and the TYR Pro Summer Championships. According to USA Swimming, the full Pan Pacs roster will be announced on or before September 8, 2025.

NBC’s Olympic Legacy And Innovations

LOS ANGELES, CALIFORNIA – NOVEMBER 18: Swimmer Gretchen Walsh pose during the Team USA Paris 2024 Olympic Portrait Shoot at NBC Universal Studios Stage 16 on November 18, 2023 in Los Angeles, California. (Photo by Harry How/Getty Images) Getty Images

In addition to the new swimming deal, NBC will also broadcast the 2028 U.S. Olympic Trials and the Los Angeles Olympic Games. NBCUniversal holds U.S. media rights to the Olympic Games through 2036, including Milan Cortina (2026), Los Angeles (2028), French Alps (2030), Brisbane (2032), Salt Lake City (2034) and the 2036 Summer Olympics.

NBC has been broadcasting the Olympics for decades. It first aired the Summer Games in 1964 and has covered every Summer Olympics since 1988. Over the years, NBC has introduced innovations in swimming and diving coverage, such as the debut of the Moby-Cam underwater camera at the 1992 Barcelona Olympics and the Emmy-winning Dive-Cam at the 1996 Atlanta Games. With rights secured through 2036, NBCUniversal will have broadcast a total of 24 Olympic Games by that year.

The Professional Darts Corporation (PDC) has agreed a new broadcast deal in the US with national network NBC Sports.

Through the agreement, select PDC events will be shown live on NBC’s Peacock streaming service.

Peacock will stream live coverage of the Premier League Play-Offs, US Darts Masters, World Matchplay, World Grand Prix, Grand Slam of Darts, and World Darts Championship.

The platform began its coverage with last week’s Premier League Darts Play-Offs, in which Luke Humphries defeated Luke Littler in the final.

The deal adds to Peacock’s sports programming which features American football’s NFL, the Olympic and Paralympic Games, English soccer’s Premier League, Nascar, and basketball’s NBA beginning in 2025-26.

Peacock also offers daily sports programming on the NBC Sports channel.

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In the UK, the PDC recently agreed a major rights extension with pay-TV heavyweight Sky, maintaining a long-standing relationship between the two parties.

Sky will remain the home of major PDC competitions until 2030, with the tie-up to begin with the next edition of the World Championship starting in December 2025.

Meanwhile, NBC Sports has renewed its rights deal with the USA Swimming governing body to continue to air its events on the main NBC channel and Peacock through 2028.

Under the extended agreement, NBC Sports will present USA Swimming’s domestic events, such as the National Championships, the Pro Swim Series, and the Pan Pacific Swimming Championships – which will return to NBC Sports in 2026 after an eight-year hiatus.

NBC Sports’ partnership with USA Swimming is in addition to its coverage of the 2028 U.S. Olympic Trials and Los Angeles Olympic Games.

NBCUniversal owns the US media rights to the Olympic Games through 2036.

Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.

PERSONNEL

Real American Freestyle Hires Brandon Wimbush and Willie Saylor

Real American Freestyle, the new unscripted freestyle wrestling organization, announced the hiring of Brandon Wimbush as chief of staff and Willie Saylor as vice president of talent development. Working alongside Hulk Hogan, Eric Bischoff and Israel Martinez, Wimbush will oversee operations, facilitate the creation of processes, kickstart departments and operate across all levels of the brand, with Saylor overseeing branding, media and talent development. Wimbush played quarterback at Notre Dame, graduating in 2019. Saylor is the dubbed “King of Wrestling Media,” and has been instrumental in the development of the Real American Freestyle branding.

PARTNERSHIPS

USA Swimming, NBC Sports Reach Media Rights Extension

NBC Sports and USA Swimming have reached a multiyear extension of their partnership. Every year until 2028, NBC Sports will present USA Swimming’s premier domestic events, such as the Toyota National Championships, the TYR Pro Swim Series and the Pan Pacific Swimming Championships, a once-per-quad international competition featuring the United States, Australia, Canada and Japan. The event will return to NBC Sports in 2026 after an eight-year hiatus. NBC Sports’ commitment to USA Swimming is in addition to its coverage of the 2028 U.S. Olympic Trials and Los Angeles Olympics.

CBS Sports Secures Media Rights to PBA World Series of Bowling

The PBA and CBS Sports have agreed to a new, expanded media rights deal. The two-year agreement includes 31 hours of coverage on the CBS Television Network, with simultaneous streaming on Paramount+ and CBS Sports Network during the 2026 season, up from nine hours in the 2025 season. CBS Sports will spotlight two of the PBA’s marquee events in the PBA World Series of Bowling (WSOB), including the PBA World Championship finals on CBS and Paramount+, and the new PBA Commissioner’s Cup.

Pure Athlete Enters Into Partnership With D1 Training

Pure Athlete has entered into a partnership with D1 Training, a national fitness brand spanning more than 145 locations. Pure Athlete subscribers will now have access to performance insights from D1’s coaches and training staff, tailored for athletes as they develop through grade school and beyond. Pure Athlete is a branded content platform and podcast hosted by Jeff Francoeur, Britt Lee and Brad Williams that advises parents, coaches and the next generation of athletes as they navigate the complex culture of youth sports. To kick off the partnership, Pure Athlete is releasing a podcast episode featuring former Tennessee football player Will Bartholomew.

New Balance, Men in Blazers Media Network Announce Sponsorship

New Balance and Men in Blazers Media Network (MIBMN) announced a multiyear sponsorship aimed at elevating soccer fandom across North America during a pivotal era for the sport, with the brand highlighted as MIBMN’s sole category sponsor. Through content and storytelling, MIBMN will spotlight global football stars and their journeys to the top, starting in 2025 and building toward global football events in 2026. MIBMN plans to create content with New Balance sponsored athletes including Bukayo Saka (Arsenal FC), Tim Weah (Juventus), Eberechi Eze (Crystal Palace), Jeremie Frimpong (Bayer Leverkusen), Endrick (Real Madrid), Michelle Cooper (Kansas City Current), Jordyn Huitema (Seattle Reign FC), Sadio Mané (Al Nassr) and James Rodríguez (Club Leon).

C4 Partners With Saquon Barkley as the Face of C4 Sport Pre-Workout

Nutrabolt, owner of C4, has entered into a partnership with NFL star Saquon Barkley. Together, they aim to drive awareness of pre-workout brand C4 Sport. Designed to elevate energy, endurance and focus, C4 Sport has received NSF Certified for Sport recognition. Through this partnership, Barkley will spotlight how C4 powers his training, prepares him for game day and helps him push past limits both on and off the field. Fans can expect exclusive content, behind-the-scenes looks at his intense workout and giveaways, all offering unique access to Barkley’s fitness journey.

CBS Sports Secures Media Rights to PBA World Series of Bowling

The PBA and CBS Sports have agreed to a new, expanded media rights deal. The two-year agreement includes 31 hours of coverage on the CBS Television Network, with simultaneous streaming on Paramount+ and the CBS Sports Network during the 2026 season, up from nine hours in the 2025 season CBS Sports will spotlight two of the PBA’s marquee events in the PBA World Series of Bowling (WSOB), including the PBA World Championship finals on CBS and Paramount+, and the new PBA Commissioner’s Cup. CBS Sports securing media rights to the WSOB represents an opportunity to showcase the PBA’s signature event.

Pinterest Partners With 2024 WNBA Champion New York Liberty

For the first time, Pinterest is moving into sports as an official partner of 2024 WNBA champion New York Liberty. Together, the Liberty and Pinterest will highlight women’s sports through exclusive content, in-game experiences and community outreach. Interest in the New York Liberty and the WNBA is surging on Pinterest with searches for “WNBA aesthetic” and “New York Liberty” up 1,295% and 216%, respectively. Together, Pinterest and the New York Liberty will also join forces to promote initiatives such as National Girls and Women in Sports Day and refurbish basketball backboards at local courts in New York.

Balance of Nature Named Health and Supplement Partner of TCL Team Boxing

TCL Team Boxing League, the only professional boxing league with a team-based ownership model, announced a multi-platform partnership with Balance of Nature, a producer of whole fruit, vegetable and fiber supplements. As the Official Health and Dietary Supplement Partner of TCL, Balance of Nature will be involved throughout TCL’s third season, featured throughout TCL broadcasts on Merit TV, the network founded by Dr. Phil McGraw. Balance of Nature will also have a physical presence on the mat at all TCL events, will be integrated into TCL’s digital and social media campaigns, and will be featured in digital advertising across Merit TV platforms.

Buffalo Bills, M&T Bank Extend Official Bank Partnership

M&T Bank and the Buffalo Bills have reached a multiyear, long-term extension of their partnership. M&T will remain the “Official Bank of the Buffalo Bills” and become a founding partner for the Bills’ new Highmark Stadium, set to open in 2026. M&T Bank entered its first sponsorship deal with the Bills in 1985. The Bills collaborated with global premium experiences company Legends to secure M&T Bank as a founding partner for Highmark Stadium.

Valvoline Global Confirmed as Official FIFA World Cup 26 Supporter

Valvoline Global has been announced as an Official FIFA World Cup 26 Supporter ahead of the global tournament set to take place across Canada, Mexico and the United States next year. Valvoline Global, which sells its products in over 140 countries and territories, plans to offer experiences for fans in select host cities and exclusive promotions with key Valvoline retail partners.

PRODUCTS

Relevent Launches Subsidiary to Manage Global Commercial Rights

Relevent has announced the creation of Relevent Football Partners, a new subsidiary that will exclusively manage global commercial rights for all UEFA men’s club competitions. This independent entity will provide UC3—the joint venture between UEFA and the European Club Association (ECA)—with strategic and sales support in the worldwide marketing and sale of media, sponsorship and licensing rights across the six UEFA competitions. Adding to their responsibilities at Relevent, CEO Daniel Sillman will serve as the executive chairman, while Relevent president and partner Boris Gartner will assume the role of chief executive officer.

SURJ Sports Investment, Kings League Partner to Launch Kings League MENA

SURJ Sports Investment and Kings League announced a partnership to launch Kings League MENA, a regionally anchored version of the seven-a-side football league founded by football legend and entrepreneur Gerard Piqué. The new joint venture will launch later this year and will bring a new digital-first sporting experience to the MENA region, with Saudi Arabia confirmed as the league’s inaugural host. Developed in partnership between SURJ Sports Investment and Kings League, the MENA league—set to become the seventh league in the Kings League’s global portfolio—will feature a unique mix of regional football talent, digital-native content and live events.

PURCHASES

Liveheats Secures Funding Round to Fuel Expansion

Digital platform Liveheats, used for action and adventure sports competitions, has closed its latest seed funding round of AU$1.3 million. This investment will accelerate the company’s global expansion and product development around sporting events across 60+ countries. Liveheats recently reached AU$2 million in revenue, with the company setting its sights on achieving AU$10 million by 2028. The all-in-one platform handles everything from live scoring and heat draws to registrations and rankings. Liveheats is used by the likes of Surfing Australia, Surf Life Saving Australia, USA Surfing and thousands of local clubs worldwide.