Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.
PERSONNEL
Monumental Sports & Entertainment Announces CFO Transition
Monumental Sports & Entertainment announced that after more than 25 years with the company, Peter Biché will be transitioning from chief financial officer to a senior advisor role to MSE and Ted and Zach Leonsis. MSE has retained Heidrick & Struggles to conduct a comprehensive search to identify a new CFO. Biché will continue in his current role until MSE hires a new CFO and will provide ongoing overlap with his successor as the full transition of duties is completed later this year. In his senior advisor role, Biché will oversee and enhance strategic execution of MSE’s priority initiatives, including the completion of the Capital One Arena transformation project.
Legends Appoints Chris Bray as President of Europe
Legends announced that Chris Bray has been appointed president of Europe for the combined Legends and ASM Global business. In his expanded role, Bray will oversee the company’s business operations throughout the U.K. and Europe, which includes all areas of venue operation and revenue generation for a portfolio of brands and venues in sports, entertainment, attractions, conventions and leisure industries. Bray, who previously served as president of Europe for ASM Global, will take on his new role immediately and will be based at the company’s office in Manchester. Bray has over 30 years of experience in commercial operations, entertainment and strategic development within the high-street retail, leisure and hospitality industries.
Ravi Jadeja Drafted by VTEX as Global Ambassador
B2B and B2C enterprise digital commerce company VTEX (NYSE: VTEX) announced their partnership with the Indian national cricket team star Ravindra Jadeja as their new global brand ambassador. The partnership, brokered by Nick Hunter of P11 Group, will see Jadeja join the team and be the face of the brand’s marketing campaigns as it enables both brands and retailers like Colgate, Sony, Stanley Black & Decker and Whirlpool to achieve the fastest time to market. VTEX will use cricket to engage U.S. enterprise leaders, connecting audiences in North America, India and the U.K. With over 25 million followers across his social platforms, Jadeja is considered one of the best players of his generation.
Creative Artists Agency Promotes 14 to Agent/Executive
Entertainment and sports agency Creative Artists Agency (CAA) announced that it has promoted 14 CAA Elevate trainees, including Oliver Acutt, Lianne Adamapoulos, Thomas Brooke, Michael Gianino, Ethan Goldish, Cam Jensen, Drew Leffler, Cooper Patterson, Marisa Pisterzi, Landon Shepanek, Ben Sibley, Dom Valentyn, Ryder White and Kennedy Woodard, to agent or executive. CAA Elevate is the agency’s next-generation training and practical development curriculum with an emphasis on entrepreneurialism, inclusion, curiosity, collaboration, service and a growth mindset. CAA Elevate was designed to cultivate best practices, encourage innovation, foster global strategic-thinking, and nurture the talents of CAA’s agents and executives in training.
PARTNERSHIPS
Powerade Takes Over Soccer as Official Sports Drink of MLS, U.S. Soccer
Powerade is now the Official Sports Drink of both Major League Soccer and U.S. Soccer. The announcement was made ahead of the start of the 2025 MLS season, which commences this weekend, as well as the 2025 SheBelieves Cup presented by Visa from Feb. 20-26. Powerade will also be the presenting sponsor of MLS Community Day. The brand will hydrate all MLS and U.S. Soccer players on sidelines at matches and practices, and off-the-field in locker rooms and training facilities. Powerade’s logo and branding will be featured on equipment including coolers, cups, squirt bottles and towels across MLS and U.S. Soccer sidelines and tournaments beginning this year.
Yahoo Sports Teams With 3 New Partners on Fantasy Player Projections
Yahoo Sports has added three new partners to enhance its Yahoo Fantasy player projections: ATC Projections, FTN, The Bat X (for baseball) and The Blitz (for football). These join existing projection system partners, including Rotowire. Beginning in March, Yahoo Fantasy users will have access to a consensus projection model that integrates data from these projection systems. In addition, subscribers will have access to a consensus model of maximum and minimum projections that integrate data from these systems to better help predict booms and busts.
Overtime and NWSL Join in Gen-Z-Focused Content Partnership
Overtime and the National Women’s Soccer League announced a content partnership, the company’s first with a professional women’s league. The NWSL will provide Overtime access to a variety of NWSL moments including the full regular season, playoffs, championship and Challenge Cup, giving its over 100 million social media followers game highlights and behind-the-scenes access to players. NWSL competition kicks off with the 2025 Challenge Cup on March 7. The 2025 NWSL regular season begins March 14.
New York Red Bulls and OANDA Extend Partnership
New York Red Bulls announced a partnership extension with OANDA, the club’s Official Forex Trading Partner. Established in 2022, the partnership will continue to see OANDA’s logo displayed on RBNY’s first team apparel, including the jersey sleeve patch, and will be a presenting partner for online content. OANDA will also have branding within Sports Illustrated Stadium on the home player benches and present the first of two post-match fireworks nights on March 22.
Inter Miami CF Partners with Más+ by Messi Sports Drink
Inter Miami announced a partnership with Más+ by Messi, a recovery drink inspired by star player Lionel Messi that advertises itself as excellent for everyday hydration, not only moments of sweat. Inter Miami’s partnership with Más+ by Messi will include Más+-branded coolers and towels front and center at all Inter Miami CF team trainings, spanning from the academy level to the first team. Additionally, Más+ by Messi will be providing support to Inter Miami’s Academy, promoting young athletes as they learn the game.
Timberwolves and Aires Tech Launch EMF Partnership
The Minnesota Timberwolves and Aires Tech announced a new partnership focused on creating an EMF-friendly environment inside Target Center. The first-of-its-kind sports experience innovation aims to optimize the electromagnetic fields (EMFs) emitted by electronics and wireless technology. Installation of Aires-backed technology will be integrated into high-traffic fan areas throughout the arena concourse, along with in-game arena signage, scoreboard messaging and original social content. The partnership also includes installation in the team’s practice facility at Mayo Clinic Square.
Evelyn Partners Ramps Up Partnership With Alfred Dunhill Padel Classic
TTB Sport confirmed that Evelyn Partners, a U.K. wealth manager, has extended its partnership with the Alfred Dunhill Padel Classic sports event held at London’s Hurlingham Club in May. After becoming the tournament’s official wealth management partner for its inaugural event in 2024, Evelyn Partners now has a multiyear tie-up.
Saxx Aligns With NBA Player Aaron Gordon
Saxx, an underwear brand, introduced Denver Nuggets basketball player Aaron Gordon as the newest member of its athlete partnership roster. The brand’s endorsers include NFL defensive end Maxx Crosby and former Boise State running back and NFL draft prospect Ashton Jeanty. Gordon will feature in a suite of creative assets that will be distributed across various digital, print and out-of-home media.
PRODUCTS
Seattle Sounders and Reign Announce Leadership, Structural Changes
Seattle Sounders FC and Seattle Reign FC announced significant leadership and structural changes within the wider business enterprise encompassing both organizations. With a renewed focus on fan engagement and development the clubs are positioning themselves as North America hosts both the FIFA Club World Cup 2025 and FIFA World Cup 2026. This has been reflected in recent executive hires, including Nick Forro as senior vice president of ticket sales & hospitality and Liz Poerner as vice president of partnership marketing. The restructure includes the implementation of a new Fan Engagement department, a spotlight on enterprise integration, and strategic planning to drive alignment and organizational effectiveness across the clubs.
Von Miller, GlassesUSA.com Launch AI-designed Eyewear
GlassesUSA.com has unveiled the next iteration of its collaboration with NFL icon Von Miller. This collection showcases the results of a design process that leverages AI technology to reimagine every detail of the eyewear collection. Miller and the GlassesUSA.com team used AI to create an eyeglasses and sunglasses collection, which features premium acetate frames and the signature VM logo embedded in the designs. Each pair is available as both prescription eyeglasses and sunglasses.
Cosm, PGA Tour to Deliver The Players Championship in Shared Reality
Cosm, an immersive technology, media and entertainment company, and the PGA Tour announced a collaboration to present The Players Championship 2025 in shared reality at Cosm’s experiential venues in Los Angeles at Hollywood Park and Dallas at Grandscape. Set for March 11-16, the golf tournament presented by Optum, Morgan Stanley and Comcast Business annually brings golfers to The Players Stadium Course at TPC Sawgrass in Ponte Vedra Beach, Fla. Fans in Los Angeles and Dallas will be able to experience the PGA Tour’s flagship event at Cosm’s venues—featuring 87-foot-diameter 12K+ LED domes and a broadcast that will feature new camera positions.
PURCHASES
LPGA Star Rose Zhang Joins The Bay Golf Club Ownership Group
The Bay Golf Club, one of the six founding teams of the TGL presented by SoFi golf league, announced two-time LPGA Tour winner and former Stanford University standout Rose Zhang has joined its ownership group, which includes NBA champions Stephen Curry, Klay Thompson and Andre Iguodala, alongside the Avenue Sports Fund, the sports investment fund led by former Milwaukee Bucks owner Marc Lasry of Avenue Capital Group. The team includes reigning Wyndham Clark, Shane Lowry, Min Woo Lee and Ludvig Åberg. Zhang made history in 2023 by winning the Mizuho Americas Open in her LPGA debut, the first player to do so in 72 years.
FairPlay Sports Media Rebrands Quarter4 to FairPlay AI
FairPlay Sports Media, a global sports media network, has completed the network-wide integration of its Quarter4 brand and related AI technologies. In turn, it is launching FairPlay AI, which will house its dedicated predictive and data services under the group’s new FairPlay Technologies arm. Deep learning neural network Quarter4, acquired in early 2024, will be repositioned as FairPlay AI. Specifically, the new division will be the conduit to the group’s three data engines, covering behavioral, pricing and AI. The AI capabilities are already applied to several of its live products, including odds-checker’s subscription service “+,” which provides expected value projections for NFL, NBA, NHL and other sports.
Titletowntech Launches $1 Million Startup Draft
As Green Bay prepares to host the 2025 NFL Draft, TitletownTech, a venture capital firm backed by the Green Bay Packers and Microsoft, has launched the first TitletownTech Startup Draft, a nationwide pitch competition awarding a $1 million investment. Startups focused on emerging technologies in advanced manufacturing, supply chain, logistics, agriculture, water, energy, digital health and sports can apply online. Finalists will travel to Green Bay to participate in the Startup Combine, taking place April 3 and 4. Startups will refine their pitches, receive market feedback and engage with TitletownTech’s team, portfolio companies and corporate investors, including Microsoft, the Packers, Ariens, Kohler and Schneider. On Startup Draft Day, a live-streamed event on April 24, finalists will pitch their ideas and compete for a $1 million investment.
