Sports Business Journal

What a week at Augusta National. I pinch myself every day that I get to experience moments like this (see above Tom's head). It was great seeing everyone. Some #content from the week. ▪️ Fred Ridley detailed new facility projects in the works for the Masters: https://lnkd.in/eVQYDnrK ▪️ All the folks I saw under ANGC's oak tree: https://lnkd.in/e2Pg4vZg ▪️ AT&T, a Champion Partner of the tournament, debuted a new campaign: https://lnkd.in/eKTQdmhP ▪️ Similarly, Mercedes-Benz integrated the Masters app into its vehicles: https://lnkd.in/eFvxZDia ▪️ We had news on the LPGA commissioner search, which is down to two: https://lnkd.in/eVrXR_jS ▪️ How the Double Eagle Club keeps pressing on: https://lnkd.in/e4Y-hikG

New heights for women’s sports in the Bay Area ✈️🏀 The Golden State Valkyries and United Airlines have announced a multiyear partnership, making United a founding partner and the official airline of the WNBA’s newest franchise. United will also donate $1 for every mile the Valkyries travel this season to support organizations driving girls' participation in basketball. https://ow.ly/ArKZ50Vz9y4

🚨 Stadium news out of Ohio 🚨 Hamilton County and the Cincinnati Bengals have officially requested $350M from the state toward an $830M renovation of Paycor Stadium — a significant shift from the $1.2B master plan previously floated. The proposed overhaul includes upgrades to elevators, escalators, club-level seating, suites, AV equipment, concourses, and roofing — but not a new team HQ or expanded practice facility. Via Cincinnati Business Courier https://ow.ly/ucOX50Vz92v

The Connecticut Sun have signed Walgreens as their jersey patch sponsor for the 2025 WNBA season 🏀 As the team’s official retail wellness partner, Walgreens will support the Game Action Givebacks initiative—donating for every assist—and team up with the Sun on wellness-focused activations. https://ow.ly/anPt50Vzc4o

Ultimate Fighting Championship’s media rights are officially hitting the open market now that its exclusive negotiating window with ESPN has closed. But that doesn’t mean the partnership is over. While UFC is exploring its options — reportedly targeting $1B+ annually — ESPN has made it clear they’re still very much in the conversation. Here's what ESPN Chair Jimmy Pitaro had to say at SBJ HQ this week ↓

The National Football League (NFL) and NFLPA revealed the results of its annual helmet safety tests on Friday. After seeing the fewest number of concussions ever in 2024, league brass acknowledged there has been a huge step forward in helmet safety awareness and technology. As for how quickly the technology and research is moving — some of the top-rated helmet models just three years ago are already considered obsolete. More from Joe Lemire 🔻 https://ow.ly/x1NF50Vz7zn

Ally is spreading its marketing dollars to the WNBA (Women's National Basketball Association) in a multi-year, multi-faceted partnership. The bank becomes the league’s new official retail bank and member of its Changemakers Collective while also signing a player endorsement deal with projected No 1. overall pick Paige Bueckers. “One of the things we like about Paige, aside from just the fact that she’s a force on the court, she’s got a huge social media presence,” said Ally CMO Andrea Brimmer. “[Paige] has more followers than any athlete, male or female that played in March Madness, which is really incredible.” https://ow.ly/Ql3O50Vz75Y

USA Swimming has hired Greg Meehan as its national team managing director. His hire gives the national governing body one familiar with the country’s top athletes. The former Stanford women’s coach served as the head coach of the Olympic team for the Tokyo Games as well as the assistant coach in 2016 (Rio) and 2024 (Paris). https://ow.ly/fMge50Vz5Ey

Tap in to Fast Break – the sports business series that will make you smarter in 90 seconds ⏱️ Tyler Webb breaks down how the Atlantic League is bringing foul balls into the 21st century ⚾ Starting April 25, every game-used baseball will feature a unique QR code, unlocking fan rewards, sponsor partnerships, and real-time promotions for each team.

Rory McIlroy to win the Masters? ➡️ 𝗢𝗻 𝗙𝗮𝗻𝗗𝘂𝗲𝗹: +650 odds → $20 bet wins $130 ➡️ 𝗢𝗻 𝗞𝗮𝗹𝘀𝗵𝗶: 13¢ contracts → $20 trade wins $134 Kalshi is tapping into a huge audience left out of legal sports betting — those under 21 and those in non-legalized states. It’s not a sportsbook, it’s a federally regulated prediction market offering binary contracts on sports, politics, even the weather. While FanDuel and DraftKings wait on state-by-state legalization, Kalshi is already nationwide — and gaining traction. https://ow.ly/qRMK50Vz0hh