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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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ASC Launches Gender Equity Policy for National Sporting Organisations

Posted on by Courtney

The Australian Sports Commission (ASC) has launched a gender equity policy, aimed at increase the representation of women in leadership roles across national sporting organisations. Developed in collaboration with the Albanese government, the ASC, and the State and Territory Agencies for Sport and Recreation, the policy sets ambitious targets for all ASC-funded organisations.

By July 1, 2027, funded organizations must meet the following targets:

  • 50% of all board directors must be women
  • 50% of all board chairs must be women
  • 50% of specified board sub-committee members must be women

Currently, only 25% of national sporting organisations and those overseeing para-sports are chaired by women. While 62% of funded national organisations meet the gender diversity standard for board directors, this policy seeks to address the disparity by setting clear expectations for leadership roles.

Sport Minister Anika Wells emphasised the need for more women in decision-making roles, stating, “Our sporting systems are not equal, and this policy will help address the gender imbalances prevalent in sports leadership.”

To help organisations meet these targets, the ASC is offering governance resources and training during a transitional period. Non-compliance could result in funding penalties, although specific financial implications have not been disclosed.

This policy builds on previous gender equity efforts and positions Australia as a leader in sports governance diversity. The ASC will continue working closely with national and state sporting bodies, ensuring a smooth transition toward achieving these targets by the 2027 deadline.

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A-League Women Rebranded as ‘Ninja A-League’ in New Naming Rights Deal

Posted on by Courtney

The Women’s A-League will be known as the ‘Ninja A-League’ following a new naming rights sponsorship announced by the Australian Professional Leagues (APL). The multi-year partnership with household appliance brand SharkNinja, starting in the 2023-2024 season, marks a significant move in the commercial growth of women’s football in Australia.

In addition to the naming rights, SharkNinja, APL, and Network Ten have collaborated to expand the league’s broadcast reach, increasing the number of free-to-air games on 10 Bold from one to ten for the 2024-2025 season. This increase is part of a broader effort to elevate the visibility of the women’s game and provide more opportunities for fans to engage with the A-League Women.

Beyond the naming rights and broadcast expansion, SharkNinja is set to implement various sponsorship activations designed to enhance the fan experience. These activations aim to bring fans closer to the action, further integrating the brand into matchday experiences and driving engagement.

The deal follows a series of high-profile partnerships for the APL, with the A-League Women recently securing broadcast deals that have widened its reach. SharkNinja’s sponsorship adds another layer of support, providing the league with the financial resources needed to further professionalize the competition and attract top talent.

Nick Garcia, A-Leagues Commissioner, highlighted the alignment between the two partners, stating, “SharkNinja joins the A-Leagues with aligned ambitions: to grow women’s football in Australia and New Zealand, increase the opportunities and pathways for players, and help make the game more visible and accessible for our fans.”

This partnership signals strong confidence in the future of A-League Women, offering opportunities for commercial growth and increased fan engagement. The success of the deal will hinge on how effectively the league leverages SharkNinja’s sponsorship activations to expand its audience and strengthen its brand.

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Adelaide United Secures 1KOMMA5° as New Back-of-Shorts Sponsor

Posted on by Courtney

Adelaide United has announced a new multi-year partnership with renewable energy company 1KOMMA5°, which will see the firm become the club’s back-of-shorts sponsor for the A-League Men’s 2023/24 season. his deal marks a significant addition to the club’s sponsorship portfolio, aligning Adelaide United with a company that is rapidly expanding in the clean energy sector. Although the financial terms of the agreement have not been disclosed, it is expected to offer a commercial boost to the club while also reinforcing the team’s commitment to sustainability and forward-thinking initiatives.

The partnership offers 1KOMMA5° a valuable platform to enhance its brand visibility across the A-League’s growing audience. The company’s logo will appear prominently on the back of Adelaide United’s shorts throughout the season, giving it extensive exposure both in stadiums and during televised matches. The partnership also extends beyond physical branding, with digital activations planned across Adelaide United’s social media platforms and within matchday marketing efforts. This ensures 1KOMMA5° will have broad access to the club’s fanbase, further amplifying its message about the importance of renewable energy solutions.

Adelaide United’s Head of Commercial, Fabrizio Petrone, highlighted the significance of the partnership, stating, “Having both a global leader and a locally rooted company on our kits is a testament to the strength of this partnership.” 

Sports organisations are increasingly seek to connect with companies that drive positive change. Adelaide United’s partnership with 1KOMMA5° is a strong example of how clubs can leverage commercial agreements to also promote broader societal impacts.

 

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Macarthur FC Extends Apparel Partnership with Kelme for Three Years

Posted on by Courtney

A-Leagues club Macarthur FC has announced a three-year extension of its apparel partnership with global sportswear brand Kelme. Initially established in 2022, the renewed deal will see Kelme continue as the provider of on-field and training gear for both players and staff, as well as offering members and fans new retail opportunities.

The partnership also includes digital, game day, and fan engagement activations, aimed at increasing the club’s visibility and deepening fan interaction. This extension plays an important role in Macarthur FC’s broader commercial strategy, helping to strengthen the club’s brand presence within the competitive Australian football landscape. By maintaining its collaboration with Kelme, Macarthur FC ensures consistency in branding while delivering high-quality merchandise that resonates with supporters and reflects the club’s identity.

Kelme, a sportswear brand with over 60 years of history, boasts an extensive portfolio of partnerships, including La Liga First and Second Division teams, Premier League clubs, and Russian Super League outfits. The brand’s global experience underscores the importance of its ongoing partnership with Macarthur FC as they work together to elevate the club’s profile in Australia and beyond.

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How Para-Sport Can Follow in the Footsteps of Women’s Sports

Posted on by Courtney

The 2024 Paris Paralympic Games signaled a new era for para-sports, demonstrating that athletes with disabilities are no longer simply participants in a movement of inclusion but rather elite competitors who can drive high viewership, sponsorships, and global attention. This trajectory is strikingly similar to the rise of women’s sports over the past decade, where a focus on competition and high entertainment value has transformed niche leagues into lucrative ventures. The parallels between these two movements highlight one undeniable truth: inclusion is the foundation, but competition, visibility, and strong business investments are what propel these sports to success. Much like the journey women’s sports have been on, para-sports are now standing on the edge of becoming a global powerhouse, waiting for brands, broadcasters, and business leaders to recognize their potential.

From Niche to Mainstream: The Rise of Women’s Sports

Women’s sports, once considered niche and underfunded, have rapidly moved into the spotlight. The 2023 FIFA Women’s World Cup was a landmark event, with over 2 billion viewers tuning in worldwide. Similarly, the Women’s National Basketball Association (WNBA) saw a 16% increase in viewership in 2023, driven by rising star power, strategic marketing, and partnerships with major brands like Nike and Google. What was once seen as a platform for inclusion has now become a thriving sector for competition and serious business investment.

Women’s sports have proven that they can captivate large audiences, sell out stadiums, create meaningful engagement across media platforms and provide valuable return on investment (ROI) for brands. It’s no longer about inclusion for the sake of fairness; it’s about smart business and growth. The success of the Women’s World Cup and the WNBA illustrates that, when given the platform, female athletes can deliver both on the field and in terms of commercial impact.

Para-Sports: Following the Path to Commercial Success

The Paralympics are following a similar trajectory. The 2024 Paris Paralympic Games achieved record-breaking viewership, with over 22 million people in France tuning in for the opening ceremony alone. In the UK, Channel 4 reported viewership reaching 18.5 million. While domestic numbers haven’t reached the same levels, athletes like Alexa Leary and Curtis McGrath continue to garner national attention. This attention is no longer about just giving para-athletes a platform – it’s about showing that these athletes are competitors who can captivate audiences, much like their Olympic counterparts. Big brands are taking notice. Companies like Toyota and Nike have launched major campaigns around para-athletes, recognising that the Paralympics are more than just an inclusive platform – they’re a burgeoning market.

As Dylan Alcott, Paralympic icon and Australian broadcaster, said: “Support us. Believe in us. Genuine inclusion.” ​a call for viewers and businesses to invest in athletes who are proving their value not just as role models, but as elite competitors.

 

 
 
 
 
 
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A post shared by DYLAN ALCOTT (@dylanalcott)

The Grassroots Challenge: Unlocking More Opportunities

While the top tier of para-sports is gaining traction, the grassroots level tells a different story. Participation in para-sports across Australia remains limited, particularly in rural areas where access to facilities and coaching is often lacking. Although there are initiatives aimed at increasing participation – such as Paralympics Australia’s school programs – these programs face challenges in terms of funding and nationwide reach.

Just as women’s sports experienced a surge in grassroots development following major investments, para-sports need similar attention. Without strong grassroots foundations, the pipeline for elite para-athletes will remain underdeveloped. Alcott’s rallying cry for “genuine inclusion” speaks to the importance of making para-sports accessible at all levels, from young athletes in schools to adults in regional communities.

More investment in grassroots participation could not only foster future Paralympians but also create a broader cultural shift in how we view sports and inclusion. Programs that encourage participation at an early age, provide adequate training, and develop local para-sport leagues are essential to build a sustainable, competitive environment. The lesson from women’s sports is clear: sustained success starts with grassroots investment.

A Future of Competition and Business Opportunity

The rise of women’s sports has shown that strategic investment and long-term commitment can transform a marginalised sector into a global powerhouse. The same potential exists for para-sports. The Paris Paralympics have already shown that global audiences are ready for more, and corporate partnerships are beginning to align with the movement. 

If the commercial success of women’s sports is any indicator, the business world should take note of the potential in para-sports. With increasing global viewership, corporate sponsorships, and a growing fan base, para-sport has the power to become a major player in the global sports market.

As Dylan Alcott emphasised, ‘These games have shown the world what para-athletes are truly capable of.’ This is a pivotal moment for the sports business to recognise that para-sport offers not just visibility, but genuine competitive value. As demonstrated by women’s sports, sustained investment can drive long-term success and offer substantial returns for those who choose to support these athletes and their rapidly growing fan base.

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Immersive 360-Degree Sports Viewing Experience Is Taking Over the US

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An entirely new way to experience live sports is taking over the U.S., giving fans a 360-degree, immersive view of the game like never before

The Texas-Michigan game in Dallas went viral – not for the action on the field, but for this unique way fans experienced it. Cosm’s 180-degree, 12K+ LED screen at their Dallas venue replicated the experience of sitting in a VIP suite, putting fans right in the heart of the game. Videos of this unique setup spread across social media, generating buzz about this groundbreaking new way to watch live sports.

The Immersive Experience

Their recent watch party in Dallas for the Texas-Michigan college football game demonstrated the potential of this next-generation viewing. Unlike traditional broadcasts that offer a single fixed perspective, Cosm’s proprietary technology allows viewers to toggle between endzone views, courtside seats, and even ringside for events like UFC fights. This multi-angle capability immerses fans in the heart of the action, offering a level of detail and engagement that is beyond what’s possible at home or in standard stadium seating.

Another unique element to the experience is the ability to integrate augmented reality into the live sports experience. Fans can interact with digital elements, play games tied to the live event, and connect with other attendees in real-time through embedded digital platforms. As the game progresses, the visual atmosphere dynamically shifts, enhancing the emotional highs and lows that sports fans live for.

Cosm Texas VS Michigan Game 1

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How does it work?

Cosm’s technology relies on its subsidiary, C360, which provides cutting-edge video solutions for global sports leagues, including NFL pylon cameras and 360-degree views for MLB games. At each event, an on-site team works closely with a production crew at Cosm venues to seamlessly switch between camera angles, delivering a smooth and dynamic viewing experience. Distribution deals from major broadcasters like Fox, ESPN, and NBC, then gives Cosm the rights to bring live sports directly into their immersive venues.

Ticket Pricing

Ticket prices for Cosm’s immersive experience can go up to $200 depending on the event, excluding food. For fans who prefer a more accessible option, standing room tickets for ‘The Hall,’ Cosm’s sports bar alternative with a 150-foot big screen, are available for $11.

Financial Backing and Expansion

Cosm recently raised $250 million, boosting its valuation to over $1 billion, with backing from prominent investors in the sports, tech and business sectors. This funding will accelerate the company’s ambitious goal of opening 50 immersive sports venues by the end of the decade. With venues already operating in Dallas and Los Angeles, the company has ambitious plans for future locations in cities like New York, Miami, and Las Vegas, as well as international hubs across Europe and the Middle East

Each venue, estimated to cost between $50 and $100 million due to the complexity of the projection technology and infrastructure. For example, the Los Angeles venue at Hollywood Park boasts 700 seats within its dome and can accommodate another 1,000 attendees in the 65,000-square-foot space.

The Future of Sports Viewing

As Cosm continues its expansion, the company is setting a new benchmark for fan engagement and immersive sports experiences, however, challenges remain. Scaling this model while maintaining the intimacy and uniqueness of each fan experience will require significant investment and technological innovation. Still, with key partnerships in sports leagues like the NFL and college football, Cosm is positioning itself as a leader in the future of fan interaction and entertainment

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Rolex Expands Golf Legacy, Becoming Major Partner of PGA Australia

Posted on by Courtney

The PGA of Australia has announced Rolex as its new Major Partner, positioning the luxury watchmaker as a Major Partner across its premier events and tours. Rolex will also serve as the Official Timekeeper for the BMW Australian PGA Championship, which is set to take place from November 21-24, 2024, at Royal Queensland, Brisbane.

This partnership marks a significant collaboration between two prestigious organizations with longstanding ties to the world of golf. Rolex, a name synonymous with precision and luxury, will also become a major partner of both the Challenger PGA Tour of Australasia and the WPGA Tour of Australasia. PGA of Australia CEO Gavin Kirkman highlighted Rolex’s deep ties to golf, stating, “Rolex shares our dedication to enhancing the game for future generations.”

Rolex’s presence in Australian golf is well-established, with support for local champions like Adam Scott and Jason Day. This partnership represents an opportunity for Rolex to deepen its ties to Australian golf, which boasts a community of over 3.5 million active players and a rich heritage of world-class golf courses.

As the Official Timekeeper, Rolex’s iconic clock will be featured at Royal Queensland’s first tee during the BMW Australian PGA Championship.

Rolex’s affiliation with golf has spanned over 60 years, and this partnership continues its legacy of supporting the sport at every level, from amateur competitions to professional tours and world-renowned major championships.

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Lenovo Expands Formula 1 Partnership as Global Partner from 2025

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Lenovo has expanded its partnership with Formula 1, becoming a Global Partner starting in 2025. As part of the agreement, Lenovo will also serve as the title sponsor for two annual races, while its Motorola brand becomes the Global Smartphone Partner. First established in 2022, the partnership focuses on leveraging Lenovo’s advanced technology to optimise race operations, data management, and broadcasting.

A notable addition to this partnership is Lenovo’s asset recovery services for retired hardware. By ensuring responsible disposal of 95% of retired equipment, Lenovo is supporting Formula 1’s sustainability targets, including its goal to reach net-zero carbon emissions by 2030. This initiative highlights the growing importance of sustainability in sports partnerships, further positioning Lenovo as a leader not only in technology but also in responsible business practices.

This enhanced collaboration demonstrates Lenovo’s commitment to driving both digital innovation and sustainability, helping Formula 1 improve operational efficiency while aligning with broader environmental objectives.

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2024/25 NFL Season Business Preview: Major Commercial Trends Shaping the League

Posted on by Courtney

The 2024/25 NFL season kicks off tomorrow with the reigning champions, the Kansas City Chiefs, facing the Baltimore Ravens. While the on-field excitement builds, the league is set for another year of significant business developments off-field, continuing its dominance as the world’s most profitable sports league.

Ministry of Sport is looking at the storylines shaping the business landscape this season include:

  • Media rights and streaming
  • International markets program expanding
  • New team ownership and rules
  • New venue technology and innovations
  • Fan experience

Media Rights and Streaming

The NFL’s 2023 media rights agreement, valued at $110 billion over 11 years, has reshaped the league’s broadcasting strategy. The deal involves long-term partnerships with Amazon, CBS, ESPN, FOX, and NBC, marking one of the largest media agreements in sports history. Amazon’s $1 billion per season deal for exclusive “Thursday Night Football” streaming rights reflects the NFL’s pivot towards digital consumption. CBS and ESPN, meanwhile, secured rights to broadcast Sunday and Monday games respectively, with additional digital content available on CBS’s Paramount+ and ESPN’s streaming platforms.

These deals ensure that the NFL continues to dominate both domestic and international markets, expanding the league’s global reach and making it easier for fans to access games via streaming services. With streaming numbers continuing to climb, these deals will play a crucial role in the NFL’s ability to reach younger, tech-savvy audiences.

Global Markets Program Continues to Expand

The NFL’s Global Markets Program, launched in 2022, is gaining momentum, with 25 teams are participating across 19 international markets. The unique program allows franchises to acquire international marketing rights in specific regions for a minimum of five years, allows teams to engage with fans through events, sponsorships, and merchandise sales. For example, teams like the New York Giants have secured rights in Germany, while the Miami Dolphins expanded into Argentina and Colombia in 2024.

This year’s expansion brings new territories, such as Nigeria, where the Cleveland Browns now hold rights, and Argentina and Colombia, awarded to the Miami Dolphins. Other new markets include Japan and South Korea, with the Los Angeles Rams taking lead. Existing participants like the Seattle Seahawks and New England Patriots have also added more countries to their portfolios, signaling continued growth and investment in international fan engagement.

In Australia, the Los Angeles Rams and Philadelphia Eagles hold marketing rights. You may have noticed promotional efforts like flag football events, school programs, and cross-code partnerships with AFL and NRL teams, helping to introduce and integrate American football into the Australian sports culture.

Stadium Development and Renovations

The 2024/25 season will see continued investment in state-of-the-art stadiums, designed to enhance fan experience and boost game-day revenues. Leading this charge is the Buffalo Bills, whose $1.7 billion Highmark Stadium—partially funded by $850 million in public money—is set to open by 2026. The stadium will feature cutting-edge technology and upgraded amenities, ensuring it becomes one of the league’s most advanced venues.

Other franchises are also undertaking significant renovations. The Baltimore Ravens are in the midst of a multi-phase redevelopment project that includes the addition of advanced fan amenities, upgraded seating, and improved in-game digital features​. These developments are not only designed to improve the in-stadium experience but also to increase ticket sales and fan attendance.

Strategic Partnerships and Sponsorships

NFL sponsorship revenue is projected to surpass $2 billion in 2024, with key commercial deals across technology, beverage, and sports betting sectors driving growth. FanDuel and DraftKings alone contribute $260 million annually to the league’s bottom line, integrating sports betting into the fan experience and creating new avenues for engagement.

Among the top sponsors is PepsiCo, which continues to support the NFL through brands like Gatorade, Tostitos, and Frito Lay to connect with fans at entry level. Technology is another major driver, with brands like Microsoft and Intel investing heavily in the league’s digital transformation. These partnerships aim to improve the fan experience, both at home and in stadiums, by providing advanced tools for data analytics, virtual reality experiences, and real-time updates.

Marketing and Viewership Growth

The NFL’s ability to consistently attract massive audiences is central to its commercial success, highlighted by the league’s record $110 billion media rights deal. In 2023, NFL games accounted for 75 of the top 100 most-watched U.S. TV broadcasts, according to Nielsen data.

Viewership increased by 7% during the 2023/24 season, with several factors contributing to this growth. One of the most prominent was the “Taylor Swift Effect.” Games she attended, such as the Chiefs vs. Jets matchup, saw viewership surge to 29.4 million, and her presence drove ratings higher across subsequent broadcasts. This spike in interest led to a 53% increase in viewership among females aged 12-17 and a 34% rise among females aged 35 and above.

Teams like the Philadelphia Eagles and Buffalo Bills also saw substantial fanbase growth, fueled by strong on-field performances and expanded media coverage. As international games become more frequent and digital streaming platforms continue to grow, the NFL projects even greater viewership increases in 2024/25, particularly in international markets where American football is gaining popularity.

New Team Ownership and Governance

The involvement of private equity in sports team ownership has become a significant trend, and the NFL is now pushing this movement to new heights. In recent years, several major sports leagues have allowed private investors to enter the ownership space, with the NFL recently approved private equity investments in their franchises.

  • 2019: MLB allowed private equity investors to own minority interests in multiple teams.
  • 2021: NBA, MLS, and NHL introduced similar policies.
  • 2022: European soccer clubs saw a significant influx of private capital.
  • 2024: The NFL will begin permitting institutional capital into team ownership structures.

The 2023/24 NFL season witnessed one of the most high-profile ownership changes in league history with the sale of the Washington Commanders. Josh Harris, a private equity veteran and co-owner of the Philadelphia 76ers, led a group that purchased the Commanders from Dan Snyder for a record $6.1 billion. The sale marked the largest acquisition in NFL history and highlights the trend of increasing franchise valuations, with all 32 NFL teams now valued at over $4 billion.

While the NFL’s new rule allowing teams to sell up to 10% minority stakes to private equity firms streamlines capital inflows, it also raises important governance questions around strategic control and the long-term impact on the league.

New Technology: High Performance, In-Stadium and Digital Innovations

Fan engagement remains central to the NFL’s growth strategy, with technologies like virtual reality (VR) and augmented reality (AR), the NFL is creating immersive experiences for fans both at home and in the stadium.

  • Immersive Experiences: Franchises are adapting VR and AR to allows fans to virtually visit iconic stadiums, participate in behind-the-scenes locker room tours, and even experience the game from a player’s perspective.
  • High-Performance Tech: Minnesota Vikings, New England Patriots, Tampa Bay Buccaneers, and Dallas Cowboys use VR systems from Strivr Labs to enhance player preparation, simulating game scenarios and helping players make decisions under pressure in a risk-free environment.
  • Mobile Engagement: 5G Stadium upgrades and apps provide fans with live updates, in-depth stats, and fantasy football integrations, keeping them connected throughout the game.
  • In-Stadium Enhancements: Real-time betting platforms and AR features create interactive experiences, allowing fans to engage with the game in new ways.

The NFL’s partnership with Nickelodeon continues to showcase innovative AR tech aimed at younger audiences. The 2022 Cowboys vs. 49ers wild-card game featured “Nickified” elements like virtual slime cannons and vibrant AR overlays, creating a playful viewing experience that attracted 41.5 million viewers, making it the most-watched NFL wild-card game in seven years. Nickelodeon have confirmed they’re bring back this broadcast for the 2024 playoffs, promising another interactive, slime-filled broadcast for a new generation of fans.

 

 
 
 
 
 
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The NFL’s Global and Commercial Leadership

As the 2024/25 NFL season kicks off, it highlights the league’s ongoing evolution as a global leader in sports. This season’s commercial innovations are poised to shape not only the future of the NFL but the entire sports industry. With franchise valuations now exceeding $4 billion, it begs the question: if someone wanted to buy the entire NFL, what would the price tag be? $200 billion? The NFL remains one of the most valuable and coveted assets, consistently capturing unparalleled live viewership.

Both fans and industry insiders can expect a season filled with exciting games and groundbreaking business developments, marking what could be one of the most influential seasons in NFL history.

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ASC and Invictus Australia Partner to Support Veterans Through Sport

Posted on by Courtney

The Australian Sports Commission (ASC) has entered into a Memorandum of Understanding (MoU) with Invictus Australia, a strategic collaboration aimed at leveraging the power of sports to address physical and mental health challenges highlighted by the Royal Commission into Defence and Veteran Suicide.

Michael Hartung, CEO of Invictus Australia, emphasised the well-established ability of sports to unite individuals, strengthen community bonds, and support veterans’ transition back into society. This partnership is designed to tackle critical issues like social isolation, loneliness, and disengagement, especially for those exiting service roles.

ASC CEO Kieren Perkins OAM expressed excitement about the collaboration, highlighting its alignment with the Play Well strategy, which promotes inclusivity and broad participation in sports across all communities. Together, ASC and Invictus Australia aim to drive increased social connection, resilience, and mental well-being through sports, ensuring long-term benefits for veterans and their families.

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Key Fan Engagement Insights from the 2024 AT&T Innovation Exchange

Posted on by Courtney

The 2024 AT&T Innovation Exchange brought together over 150 industry leaders in Las Vegas earlier this year to discuss the future of fan engagement, sponsorship, and technology integration in sports. This year’s event emphasised how organisations can leverage emerging technologies to transform the way sports businesses operate and deliver more personalised and immersive fan experiences.

The Future of Fan Experience: Personalisation and Immersion

A major theme was personalisation, with sports organisations needing to provide tailored experiences beyond just live events. Data from attendees showed that 73% believe fans now expect more immersive and customised experiences, particularly in digital environments. AT&T’s advancements in 5G technology have positioned them as leaders in enhancing fan interactions through apps, wearables, and augmented reality (AR). Locally, the Australian Open has introduced AI-driven features, such as AR selfies and virtual tennis matches, offering fans interactive and personalised experiences​. These innovations not only boost fan engagement but also offer new sponsorship opportunities.

5G-Powered Stadiums: Transforming Engagement and Sponsorship

AT&T’s inclusion of 5G in stadiums was a significant highlight, showcasing how cutting-edge technology is transforming live sports experiences. By implementing 5G networks, AT&T is enhancing connectivity, allowing fans to access real-time data, instant replays, and interactive features directly on their devices. This capability makes live events more engaging and tailored to individual preferences.

For sponsors, 5G opens up new possibilities for immersive branded activations. Fans can now engage with AR content, participate in interactive games, and receive personalised promotions in real-time, all powered by 5G technology. Similarly, the AFL has launched a digital fan engagement platform called AFL PLAY, which provides a more accessible and community-driven connection to the game, combining sports and pop culture. This level of engagement creates deeper connections between brands and audiences, with AT&T and the AFL both showing how technology can transform live fan experiences.

Sponsorships and Partnerships: A Revenue-Driving Strategy

Sponsorships were highlighted as critical for generating revenue, with an emphasis on authentic, integrated activations that resonate with fans. The event underscored that sponsorships aligned with fan interests deliver stronger returns. AT&T’s 5G-powered partnerships in stadiums provide sponsors with a platform for creating immersive branded experiences that directly connect with fans. Locally, ASTN has been a leader in fostering such innovative sponsorships and partnerships, with Australia’s sports tech sector showing rapid growth in integrating new technologies like smart stadiums and data analytics​. Financially, these innovative sponsorships could lead to a 20% increase in fan engagement, a significant strategy for organisations looking to recover from the financial impacts of the pandemic.

The Role of Data in Fan Engagement

Data emerged as essential for delivering personalised fan experiences. The ability to analyse and apply real-time data allows teams and sponsors to instantly respond to fan behaviour. AT&T’s 5G network enables dynamic activations, such as personalised promotions or exclusive content delivered based on in-game activity, fostering a deeper connection with fans. 

The 2024 AT&T Innovation Exchange provided a glimpse into the future of fan engagement and sponsorships. With advancements like 5G enabling more immersive experiences, sports organisations have new avenues to strengthen fan loyalty and unlock additional revenue streams. Authentic sponsorship activations and data-driven strategies will be key to long-term success, both globally and in Australia’s rapidly evolving sports tech landscape.

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