1) What’s happening with LIV Golf?
As we hit send, this weekend’s event in Mexico is on – see a rallying email from CEO Scott O’Neil to the LIV workforce sent on Wednesday, amid media reports and frenzied social media chatter that the PIF is on the verge of withdrawing its financial backing for the disruptor golf league. Not much more than that is clear at this stage. At a more macro level, much has been made of the absence of the word ‘sport’ in an announcement this week that PIF’s 2026-2030 strategy has been signed off, although it’s unclear whether PIF’s various sports investments would sit under the ‘Tourism, Travel and Entertainment’ focus area that is listed.
2) Is James Johnson onto something?
The former Football Australia CEO has swapped jobs and transformed his wardrobe, taking on the CEO role at Canadian Soccer Media & Entertainment, the commercial entity for Canadian soccer. And he’s wasted no time in repositioning the organisation as a media hub, now engaged in acquiring media rights to other competitions – including the Bundesliga, and Uefa Women’s Champions League – featuring top Canadian talent. Others, including the Eredivisie and LaLiga have created platforms that broadcast other leagues and other sports over the years, while Ligue 1 tried, and ultimately failed, to bag a package of live World Cup games for its streaming service this summer. But as we mused on this week’s podcast, where we reflected on my catch-up with Johnson on the sidelines of our Business of Soccer event in Atlanta, might the natural next step for in-house league operated services be to move beyond live coverage, analysis and highlights, and into lifestyle and entertainment programming featuring players, or even scripted drama, effectively adding an entertainment bundle to the sports core?
3) Is Nubank the new Allianz?
A trio of venue naming rights stories caught my eye this week: in Belfast, O2, steered by Director of Partnerships and Sponsorship Gareth Griffiths, have taken over full branding of the city’s Odyssey Arena, noting in the announcement it’s their 21st such deal across 14 UK cities. In Glasgow, the Emirates name will finally come off what will now be know as Glasgow International Arena following a period of grace since its contract formally ended in June 2024, during which time Glasgow Life has been unable to find a replacement. And in São Paulo, Nubank - having already taken on sponsorship of Inter Miami’s new venue - has acquired the naming rights to Palmeiras’s stadium until 2044 for around $10 million per year, replacing Allianz which has ended its deal prematurely. Nubank CMO Juliana Roschel has engaged the rapidly-expanding fintech bank in variety of high-profile sponsorships, but replicating the model previously rolled out by the likes of Allianz, Aviva and OVO Energy to invest in multiple venue naming rights deals seems to be right at the top of her list.
4) What does the next era of F1 hospitality look like?
It might well be ‘Coachella good’, according to Cadillac F1’s Global Events, Hospitality & Experiences Lead, one of very few who operates in the paddock and in the desert. ‘Coachella good’, of course, can be interpreted in more ways than one.
5) Should Nike just jog on?
A brouhaha in London’s parks, as Nike seemingly attempts to ambush Parkrun, prompting this robust response from the free community running organisers.
6) What’s the best way to say goodbye?
It’s a rapidly diminishing list but here’s something I’m enjoying on LinkedIn at the moment: well-judged, thoughtfully-pitched, genuinely interesting and heavily-tagged valedictory articles marking the move from one role to another. Two for your attention in recent days: Richard Ayers, finally (in the nicest possible way) bringing the contractual curtain down on his time with IMG after selling Seven League a few years back, and Alex Willis, departing the Premier League to become Chief Digital Officer at the Football Association. One more farewell this week, as our own Javan Odegah hangs up his Leaders mouse-mat after eight excellent and impactful years. Thanks for it all, Jav. See you down the road.
