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Welcome to Beyond The Sideline, the community resource for the next generation of sports business leaders.
Big Idea
The civil war in professional golf has officially entered its "reclamation" phase. After years of litigation, verbal barbs, and a fractured landscape that left fans reaching for their remote controls (or simply turning them off), the PGA Tour has finally laid out the terms for the return of the defectors.
The newly minted Returning Players Program isn’t exactly a "welcome home" mat, but more like a velvet rope with a very expensive cover charge and a security guard who is definitely checking your credit score and tournament history.
Sponsorships
The WNBA has officially entered its iciest moment of labor relations in the dead of winter. After three months of post-Finals tension, the January 9 deadline for a new Collective Bargaining Agreement (CBA) passed without a deal or even a third extension. Instead, the league and the WNBA Players Association (WNBPA) have retreated into a "status quo" period—a legal limbo where the terms of the expired 2020 agreement remain in effect, but the actual business of basketball has ground to a halt.
To prevent a chaotic free agency under "draconian" old rules, both sides agreed on January 12 to a formal moratorium on league business. What does that mean for the state of play as the league stares down a potential work stoppage?
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By The Numbers
Numbers That Jumped Off the Page
23%- NCAA President Charlie Baker reports that FBS transfer portal entries have plummeted 23% this year, suggesting that the new era of direct school-to-player payments is finally stabilizing rosters. While the portal remains a hot topic, the ability for schools to legally negotiate retention deals has successfully kept high-profile stars from hitting the open market.
$668,500- Amateur Jordan Smith turned a single rally into a $668,500 payday by winning the Australian Open's "1 Point Slam," even upsetting world No. 1 Jannik Sinner along the way. With prize money now eclipsing what official singles quarter-finalists earn, the high-stakes exhibition is successfully driving record-breaking attendance to the tournament's qualifying week.
$629 Million- For the 30th straight year, the Dallas Cowboys are watching the Super Bowl from the couch, but Jerry Jones is crying all the way to the bank. According to Forbes, the Cowboys are the world's most profitable team, raking in a staggering $629 million in operating income last season, more than double the third-place team. It turns out "America’s Team" is actually America’s ATM.
$1 Trillion- A new report from Eilers & Krejcik projects that sports prediction markets (like Kalshi and Polymarket) could reach $1 trillion in annual volume by 2030. With the Chicago Blackhawks already signing the first team-level deal in the space, the line between "fan engagement" and "financial trading" is officially disappearing.
Pulse Check
Last week, we asked BTS readers, “Which 2026 milestone will have the most significant long-term impact on the sports ecosystem?” Here’s what they thought.
With several high-profile NBA and MLB jersey patch deals coming up for renewal, who do you expect the 'Next Gen' of sponsors to be dominated by?
The Highlight Reel
Catch up on our most-read articles from previous weeks
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