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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
Agassi sports company plans World Series of Pickleball
The tennis legend’s racquet sports company teams up with UEFA Champions League architects TEAM Marketing to build a global pickleball championship.
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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.
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.
Rafa Nadal Academy takes padel tour to US
Four events in Miami, Austin and New York City mark the circuit’s first transatlantic expansion, backed by court-booking platform Playtomic.
Ex-NFL players launch $150m sports fund
Terrence Murphy and Reggie Bush are betting on women’s sports and next-generation formats as the next frontier for institutional capital.
Stria Sport brings aboard NBA’s Andre Drummond
76ers center Drummond takes an ownership position at Stria Sport, a Chicago indie basketball brand, also joining as Creative Director.
Cristiano Ronaldo, conglomerate
The footballer expands his business empire with a strategic acquisition through his newly formed CR7 Sports Investments.
Social: female athletes’ biggest asset – and liability
Women’s sports revenue is growing faster than men’s. Female athletes generate more social engagement. But visibility carries a cost brands rarely pay for.
Agassi sports company plans World Series of Pickleball
The tennis legend’s racquet sports company teams up with UEFA Champions League architects TEAM Marketing to build a global pickleball championship.
LA Lakers star launches direct-to-fan platform
Luka Dončić has launched 77X, an athlete-owned platform that controls IP and fan relationships—bypassing traditional brand partnerships through vertical integration.
Ramos-led consortium bidding for Sevilla FC
The Real Madrid legend’s consortium submits a €400 million letter of intent to buy into his first club
Lindsey Vonn’s Olympic comeback with a new partner brand
Healthcare apparel company FIGS enters elite athlete sponsorship with a strategic bet on Vonn’s return to competitive skiing after a five-year absence.
What will the Chef’s next choice be?
Stephen Curry is speed-dating the footwear industry as he searches for Under Armour’s successor. His latest warm-up choice: On running shoes.
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.
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.
Dazn to introduce prediction markets
Sports streaming platform Dazn plans to integrate prediction markets into broadcasts, potentially competing for fans’ discretionary spending with sporting goods purchases.
Barça launches first all-female eSports team
FC Barcelona enters the Valorant Game Changers circuit, launching its first all-female esports team to promote gender equality in gaming.
New AI Platform to Automate Youth Sports
Led by veterans from TeamSnap and SportsEngine, Otto Sport AI raises $16.5M to modernize youth sports management through “Athlete Intelligence.”
Intelligence, analysis and advice for the global sporting goods industry.
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