Roundup of moves and mergers –


welcome to Sportico’s Transactions wire, a weekly roundup of personnel, partnerships and purchases in the sports industry.


United Soccer League awards franchise to Milwaukee-based group

The United Soccer league has awarded a new USL Championship franchise to a Milwaukee investment group, led by Kacmarcik Enterpirses and Milwaukee Pro Soccer. The professional franchise will begin play in 2025 and will be the primary tenant of an 8,000 seat stadium in the new sports and entertainment district called Iron District MKE. This club will be the first professional outdoor soccer team in Milwaukee in over two decades.


Pro triathletes hire a new peloton leader

The Professional Triathletes Organization has named Chris Kermode as its executive chairman. Kermode has served on the PTO Board of Directors since July 2020 and previously served as Executive Chairman and President of the Association of Tennis Professionals (ATP). As head of the ATP, Kermode was responsible for promoting global tennis to the next generation of fans and attracting new audiences. Under his leadership, the ATP transformed the season-ending World Tour Finals at London’s O2 Arena into the biggest indoor tennis event in the world and launched the Next Gen Finals to showcase tennis’ top professionals. world under the age of 21. During Kermode’s tenure, the amount of bonuses paid out in men’s professional tennis increased by more than 70%.


HUB International connects to Madison Square Garden

Madison Square Garden Sports Corp. and Madison Square Garden Entertainment Corp. entered into a marketing partnership that makes HUB International Limited, a global insurance brokerage firm, an official partner of the New York Knicks, New York Rangers, Madison Square Garden Arena and Montefiore. Madison Square Garden Concert Series. HUB will also become the presenting partner of College Hoops at The Garden. Deal includes entitlement to HUB Loft, members-only private suite experience, brand exposure through Knicks and Rangers digital content channels, prominent in-game and arena signage , integration on MSG network game broadcasts and a brand presence. throughout college basketball games at MSG.

TOCA Football and MLS Partner to Accelerate Football Growth

TOCA Football (TOCA), a technology-based football experience company and the largest operator of indoor training centers in North America, has signed a 10-year partnership with Major League Soccer (MLS) to to develop the sport and develop future players. As part of this agreement, MLS will become a shareholder of TOCA. TOCA currently has 28 centers in North America and expects to grow significantly over the next 10 years. Starting in 2023, TOCA, as the Official Training and Entertainment Facilities Partner of MLS, will integrate MLS content into all of its soccer training centers and will host various activities at TOCA Soccer venues and at MLS team stadium events in the United States and Canada. Additionally, TOCA and MLS will jointly develop training programs that leverage TOCA’s proprietary technologies, including its data capture and analysis. TOCA and MLS will also develop branded games for TOCA Social, the world’s first interactive football entertainment and dining venue. The long-term agreement with TOCA is the latest initiative from MLS Emerging Ventures.

Buzzer renews with NBA and WNBA League Pass

Buzzer, the mobile platform for short-lived live sports, renewed its multi-year partnerships with out-of-market NBA and WNBA live game subscription services NBA League Pass and WNBA League Pass. Starting October 19 with the opening night of NBA League Pass games, Buzzer will provide access to live moments throughout the game with personalized notifications tailored to each user’s unique interests, including players, teams and bets. Fans will be able to purchase several partial game offers through Buzzer, starting at $0.99. The platform will feature micropayments, preference recommendations, and the new Beats in-app timeline providing editorial storylines. Additionally, Buzzer introduced a new credits system, allowing users to use credits to purchase content from partners at market value, encouraging fans to tune into live moments with an even smoother experience.

EA Sports connects to UEFA Women’s Champions League, DAZN

EA Sports will enter into a multi-year partnership with the UEFA Women’s Champions League (UWCL), enabling both parties to deliver a more impactful experience for women’s football fans around the world. From early 2023, EA Sports FIFA 23 will feature the UWCL Knockout Stage, featuring clubs such as Juventus Women, Real Madrid Femenino, Chelsea Women, Manchester City Women, Olympique Lyonnais Féminin, Paris Saint-Germain Féminine and many others. Additionally, EA Sports has entered into a multi-year sponsorship partnership with DAZN to become the Global Broadcast Partner of the UEFA Women’s Champions League. The partnership will begin in March alongside the launch of the UEFA Women’s Champions League in FIFA 23 and the quarter-finals of the competition. EA SPORTS advertising will be featured in all global matchday broadcasts on DAZN and on DAZN’s UWCL YouTube channel.

Overtime Elite and GMC sign a multi-year partnership

GMC and Overtime Elite have signed a multi-year agreement, making GMC the official truck and SUV partner of the youth basketball league. The partnership kicked off with GMC’s title sponsorship of Overtime Elite’s opening night this week. The sold-out event featured players such as Amen and Ausar Thompson, Mikey Williams and the Boozer twins, and was broadcast on Overtime Elite YouTube Channel. As part of the partnership, GMC will own the naming rights to Overtime Elite’s training grounds, and the company will be featured throughout the arena. Additionally, each season, GMC will have a series of dedicated content featuring OTE’s top prospects as they prepare to take their careers to the next level.

Chickie’s & Pete’s Announces Partnership with SeventySix Capital

Chickie’s & Pete’s, the restaurant and sports bar, announced a partnership with SeventySix Capital Sports Advisory to support its national growth strategy into more stadiums and arenas. Strategic advisor to SeventySix Capital Sports Advisory John Page will work closely with Chickie’s & Pete’s to identify key markets. Page, a sports industry veteran, served as chairman of Spectra Venue Management and chairman of the Wells Fargo Center complex in Philadelphia.

National Cycling League partners with event production and public relations organizations

The National Cycling League partnered with Medalist Sports, a cycling event production organization, and Torre Consulting Services, a public relations and social media organization, ahead of the fledgling league’s launch in 2023. Medalist Sports has almost 30 years of experience in producing cycling events, highlighted by the production of several US National Cycling Championships and UCI World Championships in all cycling disciplines (road, track, cyclocross and para-cycling). Torre coordinated on-site media operations for several cycling races, including the Tour of California and the 2019 UCI Track Cycling World Cup. Additionally, professional cyclists Jennifer Valente and Chloe Dygert are both represented by Torre.

Next League and LPGA Announce Strategic Partnership

Next League has entered into a multi-phase strategic partnership with the LPGA aimed at providing strategic and technical advice that will help reposition the LPGA as an innovative, technology-driven organization that puts the best interests of its players and stakeholders first. fans. Working closely with LPGA stakeholders, the partnership will include development of prioritized business requirements, product strategy and roadmap, and plans to assemble and operate a class-leading technology approach that will help the LPGA achieve both short-term and long-term growth. Goals.

Xfinity, FaZe Clan Link Up For Content, Event Partnership

A new partnership makes Xfinity the official internet and mobile provider of FaZe Clan, a lifestyle and media platform. Xfinity and FaZe Clan will be developing original content, hosting private fan events and more as they highlight the critical role fast and reliable internet connectivity plays in the ecosystem. The two companies will host a series of private music and gaming crossover events in November for college students in Boston and Atlanta. FaZe Clan and Xfinity will also produce an original series – Rig Raiders Brought to you by Xfinity – which will feature FaZe Clan members and special guests providing game setups for underserved creators and communities.

FanDuel and Spotify agree to a multi-year partnership extension

FanDuel and Spotify have agreed to an extension of the multi-year partnership agreement. FanDuel’s investment in The ring, a sports and pop culture website and podcast network owned by Spotify, grew significantly; With this new agreement, the brands will be more integrated than ever with the new digital and linear television programming coming to FanDuel TV. FanDuel will also remain the exclusive sports betting partner of The ring.


Timex and the UFC team up for a collection of watches

Timex, the top-selling watch brand in the United States, has become the first-ever official timekeeper and watch partner of the UFC, and the two brands have teamed up for a watch collection. The watches, created at the Giorgio Galli Design Lab in Milan, are multifunctional digital and analog-digital timepieces grouped into a Strength collection and a Street collection, the latter selection being inspired by some of the UFC’s greatest fighters.


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