NASCAR is in a tight spot. Last year wasn't kind to them financially. They had to pay a huge sum due to a legal issue with some racing teams. On top of that, fewer people are showing up to races, and their TV deals aren't bringing in as much money. So, what's their plan? They're reaching out to othe
The Australian Open is not just a tennis tournament anymore. It has turned into a hub for new ideas and technology. This shift started with a simple goal: to make the event better for players, fans, and the city of Melbourne. First, there's a lab inside the tournament. This lab has been working on
Dana White, a key player in the mixed martial arts world, has a lot on his plate. He's not just the head of the UFC but also oversees other sports ventures like UFC BJJ, Power Slap, and the upcoming Zuffa Boxing. Some people wonder if he's spreading himself too thin. But White isn't having it. He sa
The St. Louis Cardinals have made a significant change in how they handle TV ad sales. They, along with eight other teams, decided to end their deal with FanDuel's parent company, Main Street Sports Group. This move is part of a bigger shift in how sports teams are managing their TV rights and ad sa
Liverpool has been eyeing Crystal Palace's Marc Guehi for a while now. They almost got him last summer for £35m, but Palace backed out at the last minute. Now, with Guehi's contract running out in six months, Liverpool is thinking hard about making a move. Guehi is a top defender, and Liverpool nee
Two friends, Andrew Carter and Ben Walnick, swapped their steady TV jobs for a risky business venture. They pooled $6, 000 each to start Let It Fly Media, a sports content company. Their goal? To blend the speed of newsrooms with the creativity of agencies. They began by cold-calling companies and
In 2025, the sports world saw a massive influx of cash. Teams and leagues received billions. The Lakers, Celtics, and Atletico Madrid were among the big winners. Even the chairman of OpenAI joined the party. He bought a piece of the San Francisco 49ers. This raises a question: Are sports valuations
Laurie Canter, a skilled golfer from England, has made a surprising choice. He plans to return to the LIV Golf League in 2026, even though he has the chance to play on the PGA Tour. This decision comes after he secured his PGA Tour card by finishing in the top 10 on the DP World Tour in 2025. Cante
Motorsports has evolved far beyond just a thrilling spectator sport. It has become a unique blend of innovation, personal challenge, and elite networking. The paddock, once a simple area for teams and cars, is now a dynamic space where investors, founders, and brands gather. They come not just to wa
Goldman Sachs, a major player in the financial world, is making a bold move into the sports industry. They've just bought a big chunk of Excel Sports Management, the agency behind stars like Tiger Woods and Caitlin Clark. This deal is worth almost $1 billion, showing just how serious Goldman is abou
