Sports

trainers playing pickleball at Life Time Fitness

America’s Fastest-Growing Sport Is Coming To Your Gym

Life Time Fitness and other gyms are investing millions in pickleball to drive growth.

five white dudes who make up the Dude Perfect team celebrating

📈60m subs and 17b views

Dude Perfect lands $100 million from Highmount Capital, following a more significant trend of investment firms working with creator-led companies.

Caitlin Clark cutting down the basketball net after Final Four win over LSU

One Shining Moment: Caitlin Clark Breaks TV Records

Iowa’s win over LSU shattered viewership numbers and represents a strong business case for brands working with female athletes.

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F1 car driving with Las Vegas sign in the background

Formula 1 Makes the Vegas Economy Go Brrr 🏁

The economic impacts sourced to F1 and the 2023 Las Vegas Grand Prix approached $1.5 Billion.

cartoon depiction of olympic athletes with eiffel tower in the background

This Summer’s Anticipated Blockbuster: Simone Biles and the 2024 Paris Olympics

NBC’s coverage of the 2024 Paris Olympics will be presented live as ticketed events at 160 AMC locations throughout the U.S.

people watching March Madness in a casino

2024 March Madness: Inside America's Betting Frenzy

Americans are expected to place $2.7 billion in legal wagers on March Madness this year, representing less than 20% of the total wagers.

Elly De La Cruz hitting a baseball against the Atlanta Braves

Investing in Baseball’s Rising Stars

Investment firms like Big League Advantage and X10 Capital are playing venture capital with elite baseball talent.

Tiger Woods press conference announcing Sun Day Red partnership with TaylorMade

Athletes and Ownership: The New Standard

Tiger Woods inks deal with TaylorMade to create a new brand, Sun Day Red, following a trend of athletes seeking more ownership in their brand deals.

Lebron James black shoes worn at NBA All-Star Game

Keeping Score - Why Nike Still Holds Court in the NBA

Nike, again, was worn by more than half of the players in the NBA All-Star Game.