July 14, 2022

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Have you subscribed to Front Office Sports’ podcast The Leadoff? In today’s episode, we dive into the boom in women’s sports media rights — which could become a $1 billion industry — plus DAZN, Nike, Fanatics, and more of the most important stories where sports meets business. Click here to listen [[link removed]]. 🎧

Molson Coors Pours Millions into Super Bowl [[link removed]]

Kareem Elgazzar-USA TODAY NETWORK

Molson Coors Beverage is returning to the Super Bowl for the first time in over 30 years.

Anheuser-Busch InBev announced [[link removed]] in June that it would not renew its exclusivity deal for Super Bowl LVII, clearing the path for other alcohol brands to advertise during the Big Game for the first time in 33 years.

Molson Coors is planning [[link removed]] to run one 30-second spot, which went for around $5.6 million in this year’s game. In 2021, the company recorded annual sales growth for the first time in more than 10 years.

Next year will be the company’s first Super Bowl ad since it changed its name from Molson Coors Brewing and added hard seltzer, whiskey, and energy drinks to its product lineup. It hasn’t been completely absent from the Super Bowl, however.

This year, Miller Lite hosted a bar in the metaverse for the game.Last year, it ran [[link removed]] an “ad” on YouTube to protest being shut out of the game.

Molson Coors already made NFL headlines Wednesday in a campaign featuring Kansas City Chiefs star Patrick Mahomes. NFL players aren’t allowed to directly promote alcohol, so Coors advertised a flashlight called “The Coors Light.”

Super Bowl Beverages

After renewing its league deal for $250 million annually, AB InBev will continue to run Super Bowl ads. Diageo, which purchased the NFL’s hard alcohol rights for a reported $30 million per year in 2021, and E. & J. Gallo, the league’s official wine sponsor, will also get a chance to run ads.

Apple Reportedly the Favorite to Land NFL Sunday Ticket [[link removed]]

Kim Klement-USA TODAY Sports

Apple has emerged as the leading bidder to secure media rights to the NFL Sunday Ticket, according to a report by Puck.

Sunday Ticket, which has been on DirecTV since 1994 and allows subscribers to watch every NFL game on Sundays regardless of their home market, has been a coveted package by companies including Amazon and Disney.

The NFL is seeking [[link removed]] up to $3 billion annually for rights.DirecTV’s current deal, which ends after 2022, is worth $1.5 billion for the 2022 season.A deal for Sunday Ticket could also include satellite rights for subscribers in rural areas.An additional caveat to a potential pact is Sunday Ticket’s availability in restaurants and bars.

Not only is the NFL looking to find a new rights holder for Sunday Ticket, but America’s most popular professional sports league is also looking to bundle the package with a stake in NFL Media — which includes NFL Network, NFL RedZone, and NFL.com.

Strong Start

Sunday Ticket would bolster Apple’s portfolio of live sports offerings after its first foray into the business in March, when the tech giant secured [[link removed]] media rights to stream MLB in a deal worth $85 million annually.

Last month, Apple made another investment in live sports after it agreed to a deal [[link removed]] worth at least $2.5 billion to stream MLS matches that also includes MLS Next Pro and MLS Next games.

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Liverpool Extends Shirt Deal, Worth $59M Per Year [[link removed]]

Liverpool FC

Liverpool FC is renewing its shirt sponsorship pact with British bank Standard Chartered in a deal worth more than $236.8 million or $59.2 million annually, according to The Times.

Standard Chartered first secured shirt sponsorship rights to Liverpool in 2010, taking over for Danish brewery group Carlsberg. The bank’s current deal with the Premier League club — worth [[link removed]] an estimated $24 million per year — ends at the end of the 2022-23 season.

The four-season renewal will run through the end of the 2026-27 season.It will mark a 17-year relationship between Liverpool and Standard Chartered.Standard Chartered is only the fifth [[link removed]] company to land Liverpool shirt sponsorship rights.The deal also includes rights to the club’s women’s team.

Standard Chartered competed with companies in finance, crypto, media, and travel for sponsorship rights to Liverpool — the fourth-most valuable [[link removed]] soccer club in the world at $4.5 billion.

Liverpool, which has the best-selling shirt in all of soccer, projects shirt sales to surpass [[link removed]] 2 million for the first time this season.

Not Alone

Owned by Fenway Sports Group, Liverpool joins several European soccer clubs with new shirt deals.

In June, Paris Saint-Germain secured a deal [[link removed]] with Qatar Airways worth as much as $72 million per year. The same month, AC Milan extended its pact with Puma for $31.5 million over five years.

On Tuesday, Atlético Madrid confirmed [[link removed]] a multiyear pact with cryptocurrency exchange platform WhaleFin worth $42.3 million annually, per 2Playbook.

Conversation Starters For the first time ever, the NBA’s revenue topped [[link removed]] $10 billion this year, according to the Associated Press. The Hamilton Grand Apartment 24 — a luxury enclave that overlooks the Old Course at St. Andrews — is available [[link removed]] for $5.4 million. The U.S. attorney’s office in Chicago has filed [[link removed]] a lawsuit against the Cubs over recent Wrigley Field renovations. Love the Front Office Sports newsletter? We’re looking for ambassadors who would like to be paid to promote the newsletter. Fill out this form [[link removed]] to be considered for the program.

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Market Movers

U.S. stocks were mixed on Thursday. Here’s a look at how sports-related stocks performed:

FL [[link removed]]

Foot Locker Inc

[[link removed]]

$24.23

[[link removed]]

+0.21%

[[link removed]] LYV [[link removed]]

Live Nation Entertainment Inc

[[link removed]]

$82.02

[[link removed]]

+0.86%

[[link removed]] WYNN [[link removed]]

Wynn Resorts Ltd.

[[link removed]]

$54.17

[[link removed]]

+0.88%

[[link removed]] MGM [[link removed]]

MGM Resorts International

[[link removed]]

$28.38

[[link removed]]

-0.56%

[[link removed]] UA [[link removed]]

Under Armour Inc

[[link removed]]

$7.26

[[link removed]]

-3.46%

[[link removed]] (Note: All as of market close on 7/14/22) What to Watch

The Dallas Mavericks (0-3) face the Milwaukee Bucks (2-1) on Thursday night at Cox Pavilion for NBA Summer League.

How to Watch: 8 p.m. ET on ESPN

Betting Odds: Bucks -2.5 || ML -145 || O/U 180

Pick: Expect the Mavericks to keep things close. Take Dallas to cover.

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Written by Abigail Gentrup [[link removed]], Justin Byers [[link removed]] Edited by Matthew Tabeek [[link removed]], Brian Krikorian [[link removed]]

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