September 28, 2023

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Just like the teams on the field, TV networks have carefully constructed game plans for their broadcasts. The news [[link removed]] that pop superstar Taylor Swift plans to attend the “Sunday Night Football” game between Kansas City and the New York Jets will undoubtedly lead NBC Sports to rework its coverage preparation, but the network isn’t alone — a wave of new prop bets tied to the Swift-Travis Kelce relationship is quickly rising.

— Eric Fisher [[link removed]]

Prime Effect: Colorado Athletics Sponsorship Revenue Up 42% [[link removed]]

Soobum Im-USA TODAY Sports

BOULDER, Colorado — Heading into the second month of the college football season, the Coach Prime effect is having a huge impact on a crucial part of University of Colorado sports.

Since Deion Sanders became head coach of the football team last December, Colorado Athletics has seen a major increase in sponsorship revenue — which could keep growing as the 3-1 Buffaloes’ season continues.

“We’re not done, but as it stands right now, we’re looking at upwards of 42% growth year-over-year for sponsorships,” Andrew Popchock, general manager of Buffalo Sports Properties, told Front Office Sports.

The school is capitalizing on the excitement around Sanders via an influx of new sponsors and retaining and expanding existing relationships. And for anyone getting involved with Colorado now, it certainly isn’t cheap.

“Prices always go up,” said Andrew Wheeler, executive vice president of Learfield, the college-focused company that holds Colorado’s multimedia rights.

Colorado is flexible when it comes to accommodating sponsor interest — football-specific and even single-game packages are available — but the goal is to convert as many partners as possible into long-term relationships for the entire athletic department, according to Popchock.

Colorado Collaborations

The marketing savvy of Sanders has no doubt been a big factor in the sponsorship growth.

Amid the explosion of interest in Blenders Eyewear and its “Coach Prime” line [[link removed]] of sunglasses, Colorado was able to add the company as a university athletics sponsor.

“We actually have a really good working relationship with Coach Prime’s team when opportunities come from his side, or opportunities come from the Learfield side,” Popchock explained.

This weekend, the focus is making the most of Colorado hosting No. 8 USC — which has the potential to be the biggest broadcast audience in Pac-12 history — and the increased interest from corporate partners around the Hollywood-adjacent matchup.

REPORT

BioSteel’s Bankruptcy Could Be Costly For The NHL

When BioSteel’s deal to become the “Official Hydration Partner” of the NHL and the NHLPA was announced in July 2022, none of the financial terms were released — or even the length of the deal. But that partnership could end up being very costly for the NHL and others, sources tell Front Office Sports.

Read more of this in-depth report [[link removed]] by Front Office Sports senior reporter A.J. Perez.

FSG Sells $200M Liverpool Stake To Private Equity Firm [[link removed]]

Liverpool FC

Fenway Sports Group has completed a deal worth up to $200 million to sell a minority stake of Liverpool FC to New York-based private equity firm Dynasty Equity, extending a push among many top-tier European clubs to bring on additional outside investors.

Led by Don Cornwell and Jonathan Nelson, Dynasty Equity will invest between $100 million and $200 million in the club, which is currently sitting in second place in the Premier League. FSG had sought for nearly a year to bring in additional partners, working with Goldman Sachs and Morgan Stanley.

Based on a recent valuation [[link removed]] of $5.3 billion for Liverpool, the investment represents a stake of 1.9% to 3.8% and was made directly into the club, as opposed to FSG overall.

The funds will be particularly targeted to pay down pandemic-era club debt, make improvements to Anfield Stadium and the club’s training center, and fund player acquisitions.

“Our long-term commitment to Liverpool remains as strong as ever,” said FSG president Mike Gordon. “We have always said that if there is an investment partner that is right for Liverpool then we would pursue the opportunity to help ensure the club’s long-term financial resiliency and future growth.”

Continuing A Trend

This first investment for Dynasty Equity closely follows a growing series of other minority investments across the Premier League, Ligue 1, Serie A, and La Liga either sought or completed, including in Chelsea [[link removed]] and Paris St. Germain [[link removed]].

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Ryder Cup Expects Record Revenue, But Not Profit [[link removed]]

Adam Cairns-USA TODAY Sports

Rome is the center of the golf world this weekend, with the Ryder Cup being played Friday through Sunday at Marco Simone Golf & Country Club. Team USA will try to win in Europe for the first time since 1993.

Traditionally a split operation between the PGA of America and Ryder Cup Europe, it’s the latter’s time to shine this year.

Ryder Cup executive director Guy Kinnings told Front Office Sports that this event should bring in record revenue for its European organizers, but he was hesitant to celebrate the achievement given the current economic state, filled as it is with the inflation and supply chain issues of a post-pandemic world.

The 2018 event in France generated roughly $90 million in revenue for Ryder Cup Europe.

“There’s a huge increase in sponsorship revenue, big increase in consumer (interest), and media rights are up,” Kinnings explained. “But obviously, the costs of doing business right now — putting on these big events — are pretty huge.”

Fan Favorites

As the Americans — who are betting favorites to win — look to make history, they’ll face hoards of chanting [[link removed]] European fans cheering on the home team. Total attendance is expected to be around 250,000, with 50% of ticket holders under the age of 40.

In 2018, the French environs were enough to propel Europe to a sixth straight victory on home soil, but this weekend the grandstands and sold-out hospitality build-outs are even larger.

“Everything we’ve done here on site here in Rome is significantly bigger,” Kinnings said.

Conversation Starters The University of Nevada and Grand Sierra Resort have announced plans for a $1 billion arena district — the largest private capital investment in Reno history. Set to open in Fall 2026, the centerpiece will be a state-of-the-art, 10,000-seat home for Nevada men’s basketball. Check out [[link removed]] the renderings. He’s back at it this weekend: Kirk Herbstreit will be criss-crossing the country covering football. Follow [[link removed]] his latest itinerary. The USFL and XFL have merged to form the National Spring Football League. How do you feel about the name? Vote in our poll [[link removed]].

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The Sports Equity Shift

Sports has quickly evolved from a conversation about athleticism to one that encompasses concepts of equity and ownership [[link removed]] with equal levels of intrigue. Just a few years into the 2020s and we’ve already witnessed a tremendous shift.

From the rise of streaming and its effect on media deals and team valuations to the explosion of women’s sports and niche sports like pickleball and lacrosse, the sports industry as a whole continues to present new opportunities.

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Editor's Picks Alabama Betting Scandal Figure Banned From Wagering in Indiana [[link removed]]by Doug Greenberg [[link removed]]The ban comes amid a crackdown on betting activity across college sports. Jamie Erdahl Reflects On Rapid Transition To Hosting ‘Good Morning Football’ [[link removed]]by Michael McCarthy [[link removed]]Erdahl talked to FOS about her experience since taking over the morning show from longtime host Kay Adams in July 2022. Taylor Swift NFL Hype Likely To Continue Another Week [[link removed]]by Michael McCarthy [[link removed]]Swift could drive blockbuster TV ratings for NBC's "Sunday Night Football." FaceTime With Tony Reali

Win the chance to speak to and get a selfie with Around the Horn host and sports media personality Tony Reali!

We’re giving away TEN (10) chances to ask Tony Reali a live one-on-one question and snap a selfie with him. Enter here to win [[link removed]]! The contest ends on October 4, 2023. See full contest terms and conditions here [[link removed]].

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