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Athlete economy
The new athlete paradigm: entrepreneurs building brands, investors backing ventures, and community leaders driving change—plus the sports organizations, partnerships, and monetization strategies shaping the sporting goods industry.
IN THE SPOTLIGHT
From extreme athlete to platform: Jonas Deichmann’s business model
How Jonas Deichmann turns adventures into a business model and translates reach into partnerships – an analysis.
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Sign up for freeLatest athletes and sports headlines
Premier League losses surge
CHAMP: athlete co-investment from L Catterton
ISO 25808: Establishing global standards for the padel industry
NIL and athlete wealth management: the new Atlantic divide
Beyond the logo: what brands gain from mass participation sports
Messi buys Spanish fifth-tier club UE Cornellà
Gamma Waves – Agnelli returns to sport, but to football?
Ex-Juventus chairman Andrea Agnelli and captain Giorgio Chiellini launch a €100m sports IP and tech fund — with football pointedly absent.
CHAMP: athlete co-investment from L Catterton
Over 250 elite athletes, including NBA star Kevin Durant, take co-ownership stakes in consumer brands under a new L Catterton–Patricof vehicle.
How K-pop is selling F1 merch, and why it matters
K-pop fandoms and Gen Z identity are turning F1 team merchandise into a premium category. The sporting goods industry is taking notes.
NIL and athlete wealth management: the new Atlantic divide
JPMorgan, Goldman Sachs and Morgan Stanley are competing for athlete assets. Europe has no equivalent infrastructure.
Messi buys Spanish fifth-tier club UE Cornellà
The world’s most decorated footballer has taken ownership of a Catalan fifth-tier club with a history of producing top-tier talent.
From extreme athlete to platform: Jonas Deichmann’s business model
How Jonas Deichmann turns adventures into a business model and translates reach into partnerships – an analysis.
Curry’s free-agency sneakers hit the auction block
Over 70 pairs worn during Curry’s brand-free NBA season go under the hammer, with all proceeds supporting the Eat. Learn. Play. Foundation.
NFL champion, NWSL star back cleat startup Caddix
The Baltimore startup targeting ACL and lower-body injury reduction secures backing from a Super Bowl quarterback and an NWSL defender.
Football star Haaland invests in new chess world tour
Norwegian footballer co-founds Chess Mates to become stakeholder in Norway Chess, owner of a new FIDE-approved global championship circuit
Australian tennis player Kyrgios joins The Picklr
The tennis star is betting on pickleball’s boom with a new investment and ambassador role.
Federer: from champion to billionaire investor
The Swiss tennis legend’s On stake and Uniqlo deal drive a $1.1bn fortune, placing him among a handful of athletes on Forbes’ 2026 billionaires list.
Women’s sports brand TOGETHXR invests in Sportsish
Athlete-founded US media brand TOGETHXR acquires a stake in Sportsish, a social-first creator platform reaching 331,000 followers.
FOCUS: FEMALE LEADERS
Soccer star Morgan backs women’s golf league
Former US women’s soccer star’s venture firm joins all-female investment collective for WTGL, set to debut in winter 2026–27.
Osaka rejoins IMG after Evolve departure
Four-time Grand Slam champion rejoins agency giant IMG Tennis after brief stint with Evolve, the boutique agency she co-founded in 2022.
Lindsey Vonn to join ISPO 2026 line up
Olympic champion and IIC CEO join C-suite conference as Raccoon Media Group and Messe München commit €3 million to reimagine trade show format.
SPORTS ECONOMY
Monitoring leagues and clubs as business actors—M&A, investor activity, ownership structures, commercial partnerships and deals shaping opportunities for sporting goods brands.
ISO 25808: Establishing global standards for the padel industry
The padel industry is building its first global technical standard. Here’s what ISO 25808 means for investors, operators and court builders.
LaLiga signs with Polymarket
LaLiga has become the first European football league to sign a deal with a prediction market – in this case Polymarket, the world’s largest.
Women’s elite sports set to crack $3bn globally
Deloitte forecasts women’s elite sports topping $3bn in 2026 – we unpack what the revenue surge means for brands, licensors and retailers.
Landmark reform for men’s professional rugby in England
Automatic movement between tiers is replaced by criteria-based expansion from 2026/27.
DraftKings expands potential customer base by about 100%
A new federally regulated product lets the US sports betting giant bypass state licensing — and add 126 million potential customers overnight.
England Golf launches Titleist Women’s Four-Ball
New national competition gives women and girls at affiliated clubs a team pathway to a national final, backed by Titleist.
LIV Golf partners with R&A and USGA to advance agronomic standards
The Saudi-backed breakaway golf league is working with the sport’s two governing bodies to standardize playing conditions across its 14-event world tour.
PSG – Victim of its own success
PSG achieved record revenue in 2024–25, but growth is constrained by stadium capacity and weak Ligue 1 TV rights. Concerts won’t fix the problem.
NFL Spain hires DAZN veteran Lina Carlos de Vergara
After building DAZN Spain from launch, the streaming executive takes on the NFL’s expansion challenge in a soccer-dominated market.
German Bundesliga hits revenue record
Professional football in Germany posted record revenues of more than six billion euros for the first time, with profitability improving across both divisions.
Eurosport and JPMorgan veterans launch new sports investment platform
New sports investment platform aims to unlock value in under-commercialised segments of global sport.
Women’s football: revenue up, broadcast down
The world’s leading women’s football clubs crossed the €150m collective revenue threshold for the first time, according to the fourth annual Deloitte Football Money League analysis of women’s clubs.
Intelligence, analysis and advice for the global sporting goods industry.
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