March 24, 2022

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Russia, banned from international competition, plans to bid to host the 2028 or 2032 European Championships. The U.K. and Ireland are currently running unopposed to host Euro 2028, while Italy is unopposed to host in 2032.

UEFA Set to Impose New Financial Regulations

UEFA/Design: Alex Brooks

UEFA plans to rewrite existing Financial Fair Play rules for clubs that have been in place during the last decade.

European soccer’s governing body spent more than a year crafting the new regulations with a representative group for elite clubs, according [[link removed]?] to the New York Times. Talks accelerated after teams saw $7.7 billion collectively removed from their balance sheets during the pandemic.

UEFA’s proposed regulations continue its effort to promote fair competition in European soccer.

Spending on operations will no longer be allowed to exceed 70% of a club’s income.Clubs have a three-year grace period before having to implement the new rules.The regulations are not expected to include a hard salary cap.UEFA executive members are scheduled to vote on the new regulations on April 7.

UEFA’s existing regulations have been met with criticism from fans and clubs for their inability to alleviate financial inequality in European soccer. Criticism intensified in 2020 after UEFA overturned Manchester City’s two-year ban from the Champions League for breaching FFP rules.

Taking a Stand

In February, UEFA and FIFA banned [[link removed]] all Russian soccer teams indefinitely — both club and national — following the country’s invasion of Ukraine. Earlier this month, the Court of Arbitration for Sport upheld [[link removed]] UEFA’s ban on all Russian teams after an appeal from the Russian soccer federation. Last week, CAS also upheld FIFA’s ban in a separate appeal.

Adidas Enters NIL Era With Nationwide Ambassador Program

Adidas/Design: Alex Brooks

Adidas is entering the name, image, and likeness space — in a much different way than other major sports brands.

On Wednesday, the sportswear giant announced the launch of a nationwide NIL program. All athletes at Division I schools with Adidas partners will be eligible — more than 50,000 athletes at 109 schools across 23 sports.

The program deviates from the approach of other major companies like Nike and Gatorade [[link removed]], which have targeted specific athletes. But it’s one of a growing number of brands creating NIL initiatives that mirror [[link removed]] campus ambassador programs.

Here’s how it will work:

Athletes can earn a percentage of sales they drive through an affiliate program, a spokesperson told Front Office Sports. They can also earn money based on crafting social posts.As the movement rolls out, Adidas is also considering opportunities for athletes to be featured in campaigns.Compensation will partially depend on how many athletes choose to participate.

The company will begin the rollout in Fall 2022 with athletes at Power 5 schools and HBCUs.

Elevating Women’s Sports

Adidas is positioning the NIL program as part of its “Impossible is Nothing” campaign dedicated to inclusivity and equity in sports.

WNBA star Candace Parker called the program “an incredible step forward for the growth of women’s sports.”

During the rest of March Madness, Adidas men’s and women’s teams will also have warm-up shirts that say “More Is Possible” to commemorate the 50th anniversary of Title IX.

SPONSORED BY TICKETMASTER

The Kraken: Elevating the Season Ticket Experience

The next generation of fans is here.

Front Office Sports, together with Ticketmaster, have created Modern Ticketing Essentials: Beyond the Ticket, a free online course [[link removed]] to learn the foundations needed to bring the fan experience to new heights – far beyond the ticket.

The course lineup includes How the Kraken Are Leveling Up for Season Ticket Holders, with discussion around new capabilities that elevate the season ticket holder experience [[link removed]]. The lesson, led by Scott Aller, Sr. Client Development Director at Ticketmaster, includes a panel discussion inside Climate Pledge Arena with Scott Menefee and Bill Chapin from the Kraken, and Dana Hammer, Director of Product at Ticketmaster.

It’s totally free and upon completion, participants will receive a verified digital badge to let everyone know you’re certified. Register now [[link removed]]!

Premier League Lacrosse Secures ESPN Deal

PLL/Design: Alex Brooks

The Premier Lacrosse League continues to grow in popularity and recently secured a four-year media rights deal with ESPN ahead of its fourth season, which is scheduled to begin on June 4.

The deal, which is reportedly [[link removed]] worth eight figures, will see all 47 PLL games air across ESPN’s broadcast platforms, including ESPN+ and ABC. ESPN’s deal with the PLL follows a strong year for the league with its previous broadcaster, NBCUniversal, which attempted to re-up its deal.

Total viewership on NBCSN grew [[link removed]] by 29% in 2021 compared to the 2019 season. Last season’s PLL Championship on NBC registered 333,000 total viewers.The PLL produced four of the six highest-rated NBCSN games in its three-year history.Ticket revenue increased by 56% in 2021 compared to the 2019 season.

Last June, the PLL closed [[link removed]] an additional round of funding led by Arctos Sports Partners. The round also included new investments from New England Patriots owner Robert Kraft and Brooklyn Nets owner and Alibaba co-founder Joseph Tsai, an early investor in the league.

Player Safety Innovation

Earlier this week, the PLL announced a partnership with Q30 Innovations, a Connecticut-based research and development company dedicated to reducing traumatic brain injuries. The two entities will work together to raise awareness of brain injuries and promote Q30’s products.

As part of the deal, all eight PLL teams will be equipped with Q30’s Q-Collar, an FDA-authorized device that provides an added layer of brain protection.

Cardinals Manager Launches Sports Training App

Versus/Design: Alex Brooks

Oliver Marmol replaced Mike Shildt as St. Louis Cardinals manager in October, but the two collaborated on the launch [[link removed]] of Versus, an edtech company focused on athletic skills training.

Founded by Marmol and his wife Amber, Versus provides training videos featuring professional athletes and conversational AI technology. The service will be available for a subscription fee starting in April.

The app and platform will initially focus on baseball and softball, with plans to introduce soccer and other sports down the road.Athletes contributing to the project include Cardinals legend Albert Pujols, Fernando Tatis Jr., Jessica Mendoza, and Jennie Finch.Versus has $8 million in total funding.The company is opening [[link removed]] a $20 million Series B funding round.

Versus will partner with charity organizations to reach underserved communities.

Youth Sports on the Rise

Versus cited analysts who predicted the global edtech market will reach $318.8 billion in the next five years.

Players Health, a startup focused on youth athlete health and safety, announced a $28 million Series B funding round led by Andre Iguodala of the Golden State Warriors, VC firm Mastry Ventures, and insurer SiriusPoint.

TeamSnap, a youth sports community and events platform, said that it saw a 50% year-over-year increase in events created in 2021, up to 22 million, with daily active users approaching 2 million during some months.

SPONSORED BY ANHEUSER-BUSCH

Rising 25 Nominations Are Here!

Know an up-and-coming young professional changing the game in the business of sports?

The Front Office Sports Rising 25 Award [[link removed]], presented by Anheuser-Busch, celebrates the careers of the brightest young stars in the business of sports. To date, we’ve honored 125 individuals and we’re looking for our next group of young stars.

Nominations are open NOW through Monday, April 18. Winners will be announced in June and honored at a celebration in New York City this fall.

Nominate, today [[link removed]]!

Conversation Starters FIFA announced [[link removed]] the addition of Crypto.com as a sponsor for this year’s World Cup. Washington Commanders games will no longer [[link removed]] be carried by media company Audacy, which includes the Commanders’ flagship station, The Team 980, as well as 106.7 The Fan and 910 The Fan. Amr Zedan, owner of the disqualified Kentucky Derby winner Medina Spirit, is reportedly [[link removed]] one of the bidders for the Premier League’s Chelsea FC. From 2019 to 2021, the number of crypto, blockchain or NFT sports sponsorship deals has increased by more than 1,000%. Learn more [[link removed]] about shifts in fan behavior and their impact on sponsorship models in Nielsen’s latest report.*

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Today's Action

NHL

09:07 PM

Sharks (+205) at Oilers (-255)

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NHL

07:07 PM

Panthers (-245) at Canadiens (+205)

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NHL

10:07 PM

Predators (-115) at Golden Knights (-105)

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*All times are EST unless otherwise noted.

*Odds/lines subject to change. T&Cs apply. See [[link removed]] for details.

Question Of The Day

Are you a fan of NIL's recent impact on college sports?

Yes [[link removed]] No [[link removed]]

Wednesday’s Answer

66% of respondents think the NFL will eventually allow cryptocurrency promotions.

Written by Justin Byers [[link removed]], Amanda Christovich [[link removed]], Owen Poindexter [[link removed]]

MORE FROM FRONT OFFICE SPORTS:

The Leadoff [[link removed]] - Daily business of sports podcast

Front Office Sports Insights [[link removed]] - The most promising opportunities where sports meets industry

Front Office Sports Scoreboard [[link removed]] - The biggest stories in sports and the numbers behind them

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