TheFutureParty
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Snowboarding legend Shaun White is launching the Snow League to bring organization, sponsorship, and a sustainable living to the sport and its talent. Why It Hits: With non-traditional leagues like F1 racing and pickleball attracting thousands of new fans and rich investment, a push to give snowboarding its due could mint the first cold-weather cultural juggernaut. Between The […]
Live-shopping broadcaster QVC has struck a deal with the USA Pickleball league for everything from streaming rights and original content to, of course, merchandising. The Big Swing: Pickleball is one of the fastest-growing sports in the US, so clinching exclusive rights is a big win for such an unconventional player… opening up the possibilities for other niche companies […]
The National Football League is setting the stage for a select group of private-equity players to get the opportunity to invest in its teams. The Big Picture: The NFL has long been the last holdout of the major leagues to bar PE firms from flooding the zone with cash. The break in the dam marks a new […]
The Future. In the aftermath of the 2021 ruling that college athletes could monetize their name, image, and likeness, more and more athletes are competing at both the Olympics and NCAA tournaments — an either/or choice in previous years. As the spotlight on top athletes brings them celebrity acclaim, watch for universities to market their […]
The Future. The Paris Olympics was the best guinea pig NBCUniversal could’ve asked for in the run-up to the Los Angeles Games, giving the Olympics broadcasters ample data on what audiences loved about the revamped coverage of the Games. Considering the love for this year’s entertainment and celebrity factors, don’t be surprised if NBCU taps […]
The Future. The NBA and WNBA finalized their TV deals for the next 11 years, and as expected, they’re rich. With sports rights seen as one of the few must-have pieces of programming needed to ensure that networks and streamers stay culturally relevant, the competition was fierce… which shows how including streaming distribution, Hollywood crossovers, […]
The Future. The NBA is preparing to announce the expansion of its league with two new teams — one in Seattle (which is all but already called for) and one in Las Vegas (a free agent). The potential Vegas team, which likely won’t be officially announced until after the NBA locks up its new media-rights […]
The Future. As the popularity of the WNBA continues to rise, sneaker brands are finally stepping up their sponsorship game. The new deals, cutting-edge products, and associated marketing could finally help drive up the price of media rights for women’s basketball to get closer to parity with men’s. Lacing up the leagueWelcome to the new […]
The Future. NBCUniversal has inked deals with IMAX and AMC Theaters to exhibit the Olympic Games to anyone who can’t make it to Paris this summer. If the screenings are a hit, marquee sports games might start to be intermixed with blockbusters all year round. A Paris productionThe biggest competition of the year is coming […]
The Future. The NBA’s first TV negotiations in a decade are set to be a big win for the league thanks to massive checks from NBC, Amazon, and Disney that are recalibrating who the major players are in the sports-rights market. The windfall from the deals will increase annual fees for the NBA by 2.5x […]