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Welcome to Beyond The Sideline, the community resource for the next generation of sports business leaders.
Big Idea
The Unraveling of a Sneaker Empire: Why Steph Curry is a Free Agent
In the world of sports endorsements, a lifetime deal is supposed to be just that: a partnership cemented for the remainder of an athlete's career and long into retirement. It’s the symbolic joining of a brand and an icon, a "till death do us part" for the corporate age. That’s what made the recent announcement of Stephen Curry and Under Armour parting ways so jarring. Just a few years after inking a deal that was widely seen as a lifetime pact, one of the most influential basketball players of a generation is now, improbably, a sneaker free agent.
So, what went wrong?
Media Rights
MLB's New Media Lineup
In a move that signals a seismic shift in sports broadcasting, Major League Baseball has officially unveiled a new trio of three-year media rights agreements with ESPN, NBCUniversal, and, for the first time with live games, Netflix. The deals, set to run from the 2026 through 2028 seasons, represent a strategic pivot for the league, reshuffling its broadcast deck to embrace a future where streaming platforms and traditional networks coexist in a reconfigured landscape.
This restructuring was catalysed by ESPN's decision to opt out of the final three years of its existing contract, forcing MLB to reimagine its media partnerships. The result is a complex but interesting web of deals that carve up marquee games, streaming rights, and special events among new and old partners.
AI
AI in Sports: A Practical Guide
How can AI drive value for teams now?
Eyebrows were raised when Laura Harvey, the head coach of the NWSL's Seattle Reign, revealed that she used ChatGPT to help devise game strategies. It started an instant debate over whether that was a forward-looking use of technology to support coaching or a mark of managerial desperation. It certainly was an effective way to create controversy on the use of AI in sport, but there is a more impactful discussion to be had about the front office application of AI.
To wit, how can teams use AI to improve their revenues and operations? Sports teams are like most other companies in that they are excited about it, experimenting with it, and trying to figure out how it can add tangible business value. Here’s a practical digest of where AI could have the most immediate-term business impact off the field.
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By The Numbers
Numbers That Jumped Off the Page
$1.1 Million- As labor negotiations continue, the WNBA has reportedly put a new offer on the table that would see top players earning a max salary of over $1.1 million. The proposal also includes a minimum salary of more than $220,000. It's a potentially significant step forward as the league and the players' union work to hammer out a new CBA before the current one expires on November 30th.
10.9 Million- After a brief blackout that had fans fuming, Disney's channels returned to YouTube TV just in time for a massive college football Saturday, and the ratings show it was worth the wait. The Oklahoma-Alabama game on ABC drew a huge 10.9 million viewers, while the Texas-Georgia matchup on ESPN pulled in another 10.1 million.
$1.1 Billion- In a major move to shed debt, Callaway has sold its popular golf entertainment brand, Topgolf, to a private equity firm in a deal valued at $1.1 billion. The sale will help Callaway pay down the significant debt it took on when it acquired Topgolf just a few years ago for a reported $2 billion in 2020.
Pulse Check
Last week, we asked BTS readers, “If you have been watching the NFL this season, what's driving your general viewing habits for the league this year?” Here’s what they said.
Which NBA initiative feels most important for the long-term growth?
The Highlight Reel
Catch up on our most-read articles from previous weeks
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