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ICC Announces Equal Prize Money for Men and Women in Historic T20 World Cup

Posted on by Courtney

The International Cricket Council (ICC) has achieved a landmark moment by introducing equal prize money for men and women in its global T20 World Cup tournaments, beginning with the 2024 ICC Women’s T20 World Cup. The decision to equalise the prize pool was taken at the ICC Annual Conference in July 2023, seven years ahead of the council’s original 2030 target. This move makes cricket the only major team sport to implement equal prize money for its World Cup events.

The total prize pool for the 2024 ICC Women’s T20 World Cup will be US$7.96 million, a staggering 225% increase from the previous edition. The winning team will receive US$2.34 million, up from the US$1 million awarded to Australia in 2023, while the runners-up will secure US$1.17 million, doubling the amount awarded in 2023.

Teams will now receive equal prize money for the equivalent finishing position at comparable events as well as the same amount for winning a match at those events. The ICC Men’s T20 World Cup 2024 event prize money is only higher on account of 10 additional teams participating and 32 more matches played.

For teams not advancing beyond the group stages, the prize money has also seen substantial growth. Each win during the group stages will earn teams US$31,154, with a pool of US$1.35 million allocated to the six teams that do not reach the semi-finals, significantly up from last year’s US$180,000. The ten participating teams are guaranteed at least US$112,500 each.

The tournament kicks off on 3 October at Sharjah Cricket Stadium, with Bangladesh taking on Scotland.

Key Financial Breakdown:

  • Total Prize Pool: US$7.96 million (up 225% from 2023)
  • Winners: US$2.34 million
  • Runners-up: US$1.17 million
  • Semi-finalists: US$675,000 each
  • Group Stage Wins: US$31,154 per win

This bold step by the ICC sets a precedent not only for cricket but for the broader sports industry, where gender pay disparity continues to be a major issue.

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PMY Group Acquires KOJO in Strategic Move for Sports and Event Tech

Posted on by Courtney

PMY Group, a global leader in digital and data services for major venues and sporting events, has expanded its sports technology and event capabilities through the acquisition of Australian creative agency KOJO. The acquisition brings together PMY’s extensive background in venue technology and KOJO’s expertise in creative production, digital content, and live event management. Together, they aim to elevate fan and event execution through cutting-edge live experiences on a global scale across both the entertainment and sports sectors.

While KOJO’s brand, employees, locations, and operations will remain unchanged, the agency will receive ongoing support from PMY to enhance its service offering, expanding its reach and impact. This backing will enable KOJO to scale its innovative content creation and production to a broader international audience while integrating PMY’s technology solutions.

Paul Yeomans, CEO of PMY Group, described the acquisition as a key step in expanding their capacity to deliver end-to-end solutions for sports and entertainment events worldwide. “We’re excited to embark on this journey together,” Yeomans said, noting KOJO’s strong presence in the creative space and its ability to engage audiences through forward-thinking content.

KOJO, known for its work on high-profile Australian projects like the ICC Men’s T20 World Cup, AFL, SANFL, and Cricket Australia, brings deep industry connections and creative expertise to the partnership. This aligns with PMY’s global ambitions, which include expanding its services across 15 countries, with clients such as the Australian Open, Glastonbury Festival, and the US Open. 

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Formula 1 and LEGO Build Global Partnership Starting in 2025

Posted on by Courtney

Two of the world’s most recognised brands, Formula 1 and LEGO, have announced a new global partnership, set to begin in 2025. This multi-year deal aims to combine Formula 1’s technological expertise with LEGO’s interactive, engaging approach to entertainment, blending motorsport with creativity.

The collaboration with LEGO follows their recent partnership with Nike, part of a broader strategy to engage younger, sport-focused demographics. These partnerships demonstrate a clear focus on expanding appeal across different consumer sectors, tapping into both the lifestyle and entertainment markets.

As part of the partnership, fans can expect in-person LEGO building activities at races, where fans can immerse themselves in exclusive LEGO builds. Formula 1 also plans to release exclusive LEGO sets, allowing fans to build replicas of their favourite Formula 1 cars and circuits, tapping into both brands’ shared values of innovation, precision, and creativity.

Formula 1 has seen significant growth in younger fan engagement in recent years. Data reveals that over four million children aged 8-12 now actively follow the sport across the EU and US, while 54% of its TikTok followers and 40% of its Instagram followers are under the age of 25. By partnering with LEGO, Formula 1 aims to strengthen its connection with this key demographic.

Formula 1 President and CEO Stefano Domenicali emphasised the significance of the partnership as part of their larger engagement strategy. “Both Formula 1 and the LEGO Group are built on creativity and performance. We’re excited to deliver new opportunities for our fans to engage with the sport in fun and interactive ways,” Domenicali stated.

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WNBA Expands to Portland, Announcing them as 15th Franchise

Posted on by Courtney

The WNBA has officially announced Portland as the home of its 15th franchise, set to debut in the 2026 season. This marks the third team in the league’s current expansion efforts, following the Golden State Valkyries, who will begin play in 2025, and a new Toronto franchise debuting alongside Portland in 2026. Portland previously hosted the WNBA’s Portland Fire, which was shut down after just two seasons in 2002.

The new Portland team will play its home games at the Moda Center, located in downtown Portland, which also serves as the home of the NBA’s Portland Trail Blazers. Fans can already place deposits for season tickets at WNBA.com/portland, signaling early excitement for the team’s return to the city.

The franchise will be owned and operated by RAJ Sports, led by Lisa Bhathal Merage and Alex Bhathal, who bring over 50 years of experience in professional sports. The Bhathal family’s sports portfolio includes investment in the NBA’s Sacramento Kings and ownership of the NWSL’s Portland Thorns, a team known for its strong fan support. With their deep roots in both basketball and Portland’s sports scene, RAJ Sports aims to build a successful and community-driven WNBA franchise.

WNBA Commissioner Cathy Engelbert praised Portland as a natural choice for expansion: “Portland has been an epicenter of the women’s sports movement and is home to a passionate community of basketball fans. Pairing this energy with the Bhathal family’s vision of leading top-flight professional sports teams will ensure that we deliver a premier WNBA team to the greater Portland area.”

In recent years, the WNBA has seen record-breaking growth, with increased viewership, a surge in corporate sponsorships, and higher engagement across digital platforms. As the league continues to build on this momentum, the Portland franchise is expected to tap into the city’s strong support for women’s sports, driven by successful teams like the Portland Thorns. With Portland’s established basketball fanbase, anchored by the Trail Blazers, the WNBA plans to leverage the city’s existing infrastructure and enthusiasm to build a strong following for its newest franchise.

Despite the optimism surrounding the expansion, some observers have raised concerns about the WNBA’s ability to maintain its high level of competition as the league grows. Adding more teams naturally increases the demand for talent, and there are questions about whether the talent pool can keep pace with the league’s expansion. However, the WNBA has been proactive in investing in player development, both domestically and internationally, to ensure a steady pipeline of skilled athletes entering the league. 

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Papua New Guinea Reportedly Set to Join NRL as 19th Team in $600M Government-Backed Expansion

Posted on by Courtney

In a significant development, Papua New Guinea is reportedly set to join the NRL as its 19th team in 2028, following a $600 million expansion deal that is being backed by the Australian federal government. While not yet officially confirmed, this would mark the largest expansion in the NRL’s 116-year history. The reported agreement is part of a broader ‘soft-diplomacy’ initiative aimed at strengthening relations in the Pacific. Prime Minister Anthony Albanese and the ARL Commission have reportedly endorsed a 10-year funding plan to establish a self-sustaining team by 2037, with financial support directed toward both the team’s operations and broader regional development.

Under the proposed deal, the federal government would allocate $60 million upfront as a licence fee for the new team, to be distributed among the 17 existing NRL clubs – offering $3.5 million per club to offset financial concerns regarding the expansion. The remaining $540 million investment would be split, with $290 million supporting the team’s operations over the next decade and $250 million directed toward education, infrastructure, and social welfare programs in Papua New Guinea, reflecting the government’s commitment to regional development beyond rugby league. Once the 10-year funding agreement concludes, the PNG team will need to financial support itself.

The Pacific NRL team is expected to be formally announced after the grand final, with a celebration planned during the Australian PM XIII’s match against PNG in Port Moresby, where the team will be based.

“This is a game changer for our relationship with Papua New Guinea,” Prime Minister Albanese stated, stressing the broader goal of using the funding to drive economic opportunities and youth engagement in PNG.

As part of the NRL’s broader expansion plans to become a 20-team competition by the 2032, Papua New Guinea’s entry is anticipated to follow the introduction of an 18th team in 2027, with speculation suggesting the Western Bears as a leading candidate. With rugby league deeply ingrained as the national sport in PNG and supported by a passionate fanbase, the addition of a PNG team is expected to bring significant regional engagement to the competition. Meanwhile, the Western Bears, with their rich heritage and market potential, would further bolster the NRL’s efforts to drive both regional and national growth.

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Toronto Maple Leafs Announce Oreo as Helmet Sponsor in Creative “Milk and Cookies” Partnership

Posted on by Courtney

The Toronto Maple Leafs have added a sweet new sponsor to their roster, announcing Oreo as the official helmet sponsor in a multi-year deal. This partnership pairs Oreo with the team’s jersey sponsor, Dairy Farmers of Ontario’s “Milk,” creating a playful marketing synergy around the iconic combination of milk and cookies.

Replacing Pizza Pizza from last season, Oreo’s famous logo will now appear on the helmets of Leafs players, while the Milk logo remains on their jerseys—a creative and light-hearted representation of one of the most beloved snack pairings.. By pairing these iconic products, the Leafs are embracing creativity in their commercial strategy, turning their on-ice presence into a light-hearted yet strategic marketing win. 

The new partnership also ends a two-week mystery in Toronto, where several ‘O’s mysteriously went missing from prominent Toronto landmarks, including Coca-Cola Coliseum, Union Station, and Tim Hortons. The Leafs teased the reveal on their social media platforms by removing the ‘O’ from their profile photos on X (formerly Twitter) and Instagram, creating buzz and curiosity among fans. This clever pre-launch campaign set the stage for Oreo’s official unveiling.


 â€śAs players gear up for each game and fans eagerly watch the action on the ice, we’re thrilled to feature Oreo on our helmets and highlight a brand that shares our commitment to pushing the creative limits of fan and consumer experiences,” said the senior vice president of global partnerships at MLSE in a release.

In recent years, sports teams have increasingly looked for ways to deepen their relationships with sponsors by aligning partnerships with fan culture. The Milk and Oreo collaboration exemplifies how thematic synergies can create more meaningful marketing activations and enhance club’s commercial success, driving fan interest while adding value for sponsors.

By turning a simple snack combination into a creative marketing tool, the Maple Leafs have set a new standard for inventive sponsorships, reinforcing their family-friendly image while providing substantial commercial benefits.

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Manchester City Faces Premier League Hearing Over 115 Financial Charges

Posted on by Courtney

Manchester City has begun a hearing over 115 financial charges from the Premier League, focusing on allegations of financial misrepresentation between 2009 and 2018. The charges, which accuse the club of overstating sponsorship revenues and failing to provide accurate financial information, are expected to lead to a lengthy legal process that could last months or years.

The case centres on breaches of Financial Fair Play (FFP) rules, with sponsorship deals from Abu Dhabi-based companies, such as Etihad Airways, under scrutiny. Manchester City has denied all accusations, claiming to have “irrefutable evidence” of compliance. This is not the first time the club has faced financial allegations, having previously overturned a UEFA-imposed ban from European competitions in 2020.

The hearing could have significant implications, with potential penalties including fines, points deductions, or even relegation. A ruling against Manchester City could impact its financial standing and force the Premier League to reassess how sponsorship deals are structured and disclosed across its clubs. The fallout may extend beyond City, potentially altering the enforcement of financial regulations for all Premier League teams.

The club has criticised the length and transparency of the four-year investigation, raising concerns about the process. As the case unfolds, it could reshape the financial landscape of English football, setting new precedents for financial compliance and club sponsorships.

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Boston Celtics Ownership Dispute Sparks Major Stake Sale Amid Financial Strain

Posted on by Courtney

The Boston Celtics, one of the NBA’s most iconic franchises, are undergoing a significant ownership transition after a financial dispute within the Grousbeck family, who own the majority stake in the team. Valued at approximately $4 billion, the team is now in the early stages of selling a 51% interest, though some reports suggest a $6 billion valuation is being targeted for the sale.

At the core of the family dispute is a financial disagreement over the team’s spending. Irving Grousbeck, holding a 20% stake, has raised concerns over the rising payroll, which is projected to reach $500 million by 2025-26 due to Jaylen Brown’s $304 million extension and Jayson Tatum’s upcoming supermax deal. His son, Wyc Grousbeck, who holds 3% control, has favoured continuing to spend in order to keep the team competitive. Ultimately, the mounting financial burden has led the family to pursue a sale of their majority stake.

The sale is complicated by the fact that the Celtics do not own TD Garden, which is owned by the same group that controls the NHL’s Boston Bruins, potentially lowering the overall sale valuation. In recent seasons, the Celtics have repeatedly paid into the NBA’s luxury tax system, with penalties exceeding $45 million for the 2023-2024 season and projected to rise to $80 million this season alone.

Despite their on-court success, including winning their 18th title last season, the team ‘barely broke even,’ according to sources. The sale process is advancing cautiously, with JPMorgan Chase and BDT & MSD assessing the team’s financials. These banks are expected to provide potential buyers with a detailed overview of the Celtics’ assets and liabilities before the bidding process begins.

This sale could mark one of the largest transactions in NBA history, not only reshaping the Celtics’ ownership structure but also setting the tone for future high-profile team sales across the league as franchise valuations continue to rise globally. If the Celtics achieve the $6 billion valuation, it would surpass the record set by the Phoenix Suns’ $4 billion sale in 2023.

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NCAA Approves Gallaudet University’s Groundbreaking 5G-Enhanced Helmet for Deaf Athletes

Posted on by Courtney

In a landmark move for inclusivity in sports, the National Collegiate Athletic Association (NCAA) has approved Gallaudet University’s use of a tech-enhanced football helmet, designed specifically for deaf and hard-of-hearing athletes during the 2024 season. This innovative piece of equipment, developed in collaboration between Gallaudet University, AT&T, and renowned helmet manufacturer Riddell, addresses a crucial gap in communication by facilitating seamless coach-to-player interactions on the field.

The helmet, powered by 5G technology, allows play calls to be transmitted from a tablet on the sideline directly to a digital display inside the helmet. Gallaudet University, the world’s only higher education institution for deaf and hard-of-hearing students, has consistently led the way in accessible athletic competition. Following a successful one-game trial last season, the NCAA granted full-season approval for the use of the AT&T 5G helmet, marking the first-ever instance of visual communication technology being approved for full-season use by the NCAA.

Head coach Chuck Goldstein, who is proficient in American Sign Language (ASL), expressed his enthusiasm for the helmet’s potential to significantly reduce on-field errors and streamline play changes, overcoming the communication barriers typically faced by deaf athletes.

The NCAA Playing Rules Oversight Panel’s updated 2024 regulations now permit coaches to communicate with one player on the field via helmet technology until 15 seconds remain on the play clock. While traditional systems rely on radio communication, Gallaudet’s use of this cutting-edge technology highlights a unique approach to supporting their predominantly deaf and hard-of-hearing team, setting a new standard for inclusivity in sports.

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Adelaide United Extends Key Performance Partnership for 2024/25 Women’s Season

Posted on by Courtney

Adelaide United has announced an extension of its partnership with Gameready Performance for the 2024/25 A-League Women’s season. The renewed agreement will see the women’s squad continue to benefit from state-of-the-art strength, conditioning, and recovery facilities, which have become integral to the team’s high-performance strategy.

Gameready Performance, a South Australian-based company, specialises in offering elite-level training services and equipment aimed at maximising athlete potential. The organisation provides access to premium strength and conditioning tools, combined with professional recovery solutions. 

Adelaide United’s continued partnership with Gameready Performance underscores the club’s commitment to supporting its players’ fitness and well-being, leveraging high-performance culture to achieve on-field results. Their Mission to “transform habits and unlock athletes’ full potential” dovetails with Adelaide United’s ambitions for the upcoming season, particularly as the team looks to build on past successes.

This collaboration not only supports the A-League Women’s squad but also highlights Adelaide United’s ongoing investment in athlete support, aligning with broader goals to create sustainable partnerships that enhance performance infrastructure.

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UFC at Las Vegas’ Sphere Breaks Records with $22M in Ticket Sales

Posted on by Courtney

The highly anticipated UFC 306 event at the Sphere in Las Vegas surpassed all expectations, setting new records and making history in the process. Held at the Sphere in Las Vegas, UFC 306, also known as Riyadh Season Noche UFC, generated $22 million in gate sales, shattered the previous record of $17.7 million set by UFC 205 in November 2016.

This event was not just a milestone for UFC but also for the Sphere, marking the first live sporting event hosted at the $2.5 billion venue. Owned by Sphere Entertainment Co., the technologically advanced venue features a 160,000-square-foot interior screen, which UFC utilised to enhance the fan experience with immersive visuals and thematic content.

The collaboration between UFC and the Sphere was a year in development, with UFC investing $20 million in production to integrate the venue’s capabilities. The theme of the night focused on celebrating Mexican culture and its contribution to combat sports, coinciding with Mexico’s independence celebrations. The results of this strategic collaboration were tangible beyond the gate receipts, with UFC setting a new merchandise sales record for a single event.

Dana White, UFC’s president and CEO, expressed utmost satisfaction during the post-event press conference, praising the flawless execution of the spectacle. Despite initial concerns about limited rehearsal time, the event unfolded flawlessly, culminating in a resounding success that left no room for doubt.

The successful fusion of UFC’s established brand with the Sphere’s technological offerings represents a significant step forward in redefining live sports entertainment. The event also sets a high bar for future collaborations between sporting events and advanced venue technologies, showcasing the potential to push audience engagement and revenue to new heights.

The record-breaking success of UFC 306 at the Sphere not only highlights the power of cutting-edge venues but also points to the future of immersive fan engagement in sports. With technological advancements transforming live experiences, this event showcases how the future of fan interaction lies in immersive environments. Last week, we explored another example of this, at Cosm’s 360-degree venue, which broadcast a college football game for fans in a fully immersive setting.

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ICC Men’s Cricket World Cup 2023 Drives USD1.39 Billion Economic Boost for India

Posted on by Courtney

The ICC Men’s Cricket World Cup 2023, held from October 5 to November 19, delivered significant economic benefits to India, generating a total economic impact of USD1.39 billion (INR 11,637 crores), according to a report released by the International Cricket Council (ICC). This impact came from multiple areas, with tourism alone contributing USD861.4 million in revenue across 10 host cities. The event, which attracted 1.25 million spectators, saw significant economic gains through accommodation, travel, transportation, and food and beverage spending, with 19% of international visitors making their first trip to India.

Both the ICC and the BCCI made direct investments into the tournament, with stadium upgrades and event operations providing a substantial boost to Indian businesses. Over 48,000 full- and part-time jobs were created during the World Cup, adding USD18 million to the economy, particularly in the hospitality and service sectors. A media impact of USD70.7 million was generated through city branding and team sponsorship exposure, further enhancing India’s global profile as a sporting destination.

The tournament’s influence extended beyond its 45-day span, with 59% of international attendees stating they are likely to visit India again, and nearly 68% recommending India as a tourist destination to others. The long-term benefits of hosting such events are evident, as the World Cup demonstrated the significant financial and cultural returns for India. ICC Chief Executive Geoff Allardice highlighted the event’s success in boosting both tourism and local job creation, solidifying cricket’s role in driving economic growth. With USD515.7 million in incremental spending and a positive impact on India’s global image, the ICC Men’s Cricket World Cup 2023 left a lasting imprint on the nation’s economy.

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Marvel Stadium Relaunches Stadium Golf to Expand Its Non-Game Day Offerings

Posted on by Courtney

In a strategic move to diversify fan engagement and expand venue usage beyond traditional sports, Marvel Stadium has relaunched Stadium Golf, presented by Sportsbet. In today’s competitive entertainment landscape, this activation is a smart play to maximise the stadium’s potential outside of game days. Running until September 25th, the event features an expanded 12-hole course set across various levels of the venue, featuring 2 x $10,000 hole-in-one prize opportunities. Participants can tee off from unique locations within the stadium and aim for custom greens on the field, transforming the venue into an interactive golfing playground.

Building on last year’s success, this year’s event introduces The Clubhouse, where participants can use simulators, warm-up nets, chipping challenges and enjoy food and beverage. With over 5,000 participants expected throughout the month, the strong ticket sales highlight the growing appetite for non-traditional activations that merge entertainment with social experiences.

The strategic direction is clear: non-game day activations are becoming increasingly important for venues like Marvel Stadium, where fan engagement and revenue generation now extend beyond the sporting calendar. The popularity of the event suggests that audiences are eager for more than just traditional sports. They’re seeking memorable, multi-dimensional experiences, and Marvel Stadium is stepping up to meet this demand.

Scott Fitzgerald, General Manager of Marvel Stadium, commented: “We were able to take some great learnings from last year and deliver players a new experience for 2024… Marvel Stadium is the busiest multi-purpose stadium in the world, and Stadium Golf is another way to showcase the venue’s versatility and how we can activate 365 days a year, in between a blockbuster content calendar of AFL, international concerts, AusX Supercross, and more.”

As the title sponsor, Sportsbet plays a key role in the event’s branding and promotion, and additional sponsors, including Ticketmaster, Powerade, Clutch & Co and TaylorMade are prominently integrated into the experience. These partnerships not only enhance the event but also offer valuable exposure for brands looking to engage with a diverse audience.

This activation offers Marvel Stadium the opportunity to engage a wider audience through a memorable fan experience in a world-class setting, particularly those interested in non-traditional sporting events. It reinforces the stadium’s commitment to maximising venue use and generating additional revenue through year-round, creative activations that boost fan engagement and drive commercial growth.

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NFL Star Austin Ekeler Launches App ‘Eksperience’ to Bridge the Gap Between Athletes and Fans

Posted on by Courtney
One of the most common questions athletes hear is, “Can I have your autograph?” But unless fans attend rare signing events or open practices, it’s unlikely they’ll get that prized signature. Recognising this gap, Austin Ekeler, NFL running back for the Washington Commanders, created Eksperience, a platform designed to transform fan-athlete interactions. The app gives fans direct access to Ekeler through personalised experiences like autographs, training tips, and virtual meet-and-greet sessions—all while providing athletes a way to monetise these engagements.
 
Through Eksperience, fans can purchase a variety of experiences, including video messages, autographed memorabilia, and live virtual sessions. For example, the “Fan Mail” feature allows fans to send in items,like jerseys, to be signed. The app ensures verification and safe return, giving fans the connection they crave while making the process scalable for athletes. Previously reserved for exclusive events, these interactions are now available at the touch of a button, offering fans easier access and providing athletes with a sustainable revenue stream.

What’s available:

  • Personalised video messages
  • Autographed jerseys and memorabilia
  • One-on-one virtual training tips
  • Fantasy football requests
  • Gaming sessions and live Q&A

Developing the platform wasn’t easy. Over three years, Ekeler invested more than $800,000, facing setbacks that cost him nearly $600,000 before finding success. In its first six months, Eksperience generated $20,000 from around 500 fan engagements, showcasing its potential for athletes to engage their fanbases and create new income opportunities.

Ekeler’s partnership with Western Colorado University (WCU), his alma mater, has been integral to Ekperience’s growth. WCU allows its student-athletes to use the app to monetise their personal brands, offering fans unique experiences while taking a 20% cut of each transaction. This partnership highlights how the platform supports both professional and collegiate athletes, offering a new way to engage with fans and generate income.

His vision is to make fan-athlete connections more meaningful and scalable, bridging the gap between personal interaction and brand monetisation, and potentially setting a precedent for future athlete engagement models.

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TikTok and Monumental Sports Announce Multiyear Partnership Across NHL, NBA, WNBA, and More

Posted on by Courtney

Monumental Sports & Entertainment (MSE) has announced a multiyear partnership with TikTok that extends across several of its professional sports franchises, including the NHL’s Washington Capitals, NBA’s Washington Wizards, WNBA’s Washington Mystics, NBA G-League’s Capital City Go-Go, and NBA2K’s Wizards District Gaming.

Beginning in the 2024-25 season, TikTok’s logo will be featured on the Washington Capitals’ road jerseys, marking the platform’s first appearance on NHL jerseys. TikTok will also serve as the presenting partner for the Capitals’ 50th Anniversary Celebration, which will include key events throughout the year, offering fans exclusive behind-the-scenes content and team highlights.

However, the partnership goes beyond hockey. MSE’s NBA and WNBA teams—the Washington Wizards and Washington Mystics—will also benefit from TikTok’s involvement, which includes in-arena branding, unique digital activations, and exclusive content created for TikTok’s audience. The teams will feature behind-the-scenes footage, mic’d-up moments, and player interviews, all designed to enhance fan experiences and foster deeper connections with younger audiences.

“As a sports enterprise with a large and diverse fan base, we are excited to utilise TikTok to uniquely connect, entertain and interact with fans across all of our Monumental Sports teams,” said Jim Van Stone, President of Business Operations and CCO at MSE. ““TikTok empowers our fans to share their passion for the Caps and all our teams in their own unique ways.”

TikTok’s Expanding Sports Portfolio

This partnership is just one of many as TikTok continues to expand its influence across the global sports industry. Other key partnerships include:

  • NFL: TikTok partnered with the NFL to produce exclusive content and launch engaging campaigns like #WeReady during the league’s 100th season​.
  • UFC: In collaboration with UFC, TikTok provides live-streamed content, including weigh-ins, press conferences, and exclusive behind-the-scenes footage​.
  • Wrexham AFC: TikTok is the main shirt sponsor of Welsh soccer club Wrexham AFC, co-owned by actors Ryan Reynolds and Rob McElhenney, boosting the team’s global visibility.
  • Philadelphia Flyers: The Flyers’ popular mascot Gritty has become a fan favorite on TikTok, contributing to the team’s digital growth​.
  • NBA Teams: TikTok collaborates with various NBA teams, including the Philadelphia 76ers and Portland Trail Blazers, focusing on fan-driven content and interaction​.

This multiteam partnership between TikTok and Monumental Sports underscores TikTok’s commitment to deepening its presence in the sports industry. By creating engaging, fan-centric content, TikTok continues to evolve as a leading platform for sports franchises looking to connect with their audiences.

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