Fan Engagement
Take-Two expands 2K deal with NBA, WNBA
The 2K arm of Take-Two Interactive has reached an agreement to extend and expand deals with the NBA and WNBA, including the launch of a content venture.
Kings League turns tables on football revenue mix
Kings League president Gerard Piqué and chief executive Djamel Agaoua discuss the property’s commercial strategy with SportBusiness.
MLB embraces content creators in Jomboy move
MLB has teamed up with, and acquired a stake in, digital sports media brand Jomboy Media as it looks to tap new audiences that traditionally engage with content creators.
Tracking tech, data viz key to NHL, Sony sponsorship
The NHL has unveiled a major global sponsorship deal with Sony Corporation aimed at improving the viewer experience for at-home fans and enticing younger audiences.
Fanatics Events unveils $2m pros v fans contest
Fans are to go up against professional athletes in a $2m (€1.8m) skills-based competition next month, as part of the second annual Fanatics Fest, run by the sports retail company.
F1 continues youth drive with Disney deal
Formula 1 has made another big move in its strategic focus on younger fans by agreeing a new licensing deal with Disney.
FanCode parent in $50m play for Times Internet pair
Indian fantasy sports operator Dream Sports is to invest $50m (€44.5m) in cricket-dedicated broadcaster Willow TV and the Cricbuzz website, both owned by Times Internet.
InCrowd’s services pivot embraces sport’s digital transformation
InCrowd’s new brand marks a fresh era focused on accelerating rights-holders’ digital growth and unlocking new commercial opportunities at the intersection of sports marketing and technology.
MLS turns to EA in latest broadcast strategy tweak
Major League Soccer has struck an innovative broadcast deal with Electronic Arts, continuing its newly installed policy of maximising coverage of its matches outside the exclusive global Apple contract.
Footballco ‘to hit $100m mark’ amid US growth
The 2026 Fifa World Cup in North America coupled with a “bet” on the US market coming to fruition will help Footballco exceed $100m (€87m/£75m) in revenues next year, according to chief executive Juan D…
Concacaf Champions Cup revamp pays dividends
Concacaf revamped its top club tournament in 2024. A year later, the Champions Cup is gaining strong momentum, says general secretary Philippe Moggio.
Man City tops Asian fan engagement rankings
Manchester City has again proved to be the most effective European club in securing digital engagement with Asian football fans, according to the latest report from China-based consultancy Mailman.
DFL, LaLiga see NFL links as key to US growth
The German Football League (DFL) and Spain's LaLiga are both forging closer ties with the National Football League as part of their plans to grow fanbases in the United States
Access trumps clip rights investment at Footballco
Footballco, the TPG-owned football media company, has no plans to set aside significant sums for rights and will only acquire highlights if they can improve storytelling content to drive higher engagement…
NFL, MLB seek influencer marketing hires
The National Football League and Major League Baseball are making moves into the influencer marketing space, with both properties looking to fill key executive positions
Valencia taps Wasserman to grow in North America
LaLiga club Valencia CF is targeting brands from across North America after striking a deal with US-headquartered talent representation and marketing agency Wasserman
Women’s sport needs star athletes. Here’s why.
A study commissioned by Sid Lee London found that famous athletes play a far bigger role for fans of women's sport when compared to fans of men's sport. Rory Natkiel explores what sport must learn from its findings.
NFL’s Lions hires e|motion to tap DACH sponsors
The National Football League's Detroit Lions has struck a deal with the sports marketing and events company e|motion to exclusively represent its commercial interests in the DACH region.