2026-02-10
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Finance & Investments
Apollo is deploying ~$6B through permanent-capital sports unit ASC, which CEO Rowan says could generate $30-50B in deal origination across franchises, leagues, venues, and media.
ASC already took majority control of Atlético Madrid and is expected to drive 25% of Apollo's 2026 top-line growth alongside other new initiatives.
Rival TPG is building a competing sports fund with Rory McIlroy's Symphony Ventures, holding a $750M close in Q4.
The basketball icon becomes the first NBA player to back Kalshi, a platform for trading on future event outcomes.
He also joins Reddit co-founder Alexis Ohanian as a minority investor in the English soccer club Chelsea Women, who acquired a 10% stake last year for a reported $27.3M.
The deals add to a growing portfolio that includes Nashville SC, Milwaukee Brewers, LA Golf Club and the Unrivaled women's basketball league.
The sector is expected to nearly double from $27.3B as casual fitness enthusiasts buy more products.
Video gamers are driving a surge in demand for supplements that improve mental focus and reaction speed.
North America currently leads sales, while the Asian market is expanding rapidly due to rising gym memberships.
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Media, Broadcasting & Sponsorships
Broadcasters and the league may open contracts before the 2029 deadline to rearrange game schedules.
Streaming giants Netflix and Prime Video are pushing for access to bigger events like playoff games.
Streaming service Peacock saw daily sign-ups jump 87% during the season, proving live sports drive growth.
UK agency Two Circles will film over 800 matches annually for the ATP’s developmental tennis tour.
The deal ensures professional five-camera broadcasts for 35 global events each season through 2027.
This expands an existing partnership to showcase rising talent competing for a record $32.4M prize pool.
The judge ruled that fans suffered no legal harm because team updates are free on other platforms.
Two fans sued because they prefer Bluesky, a smaller rival to Elon Musk's X, for team news.
The league prohibits teams from using Bluesky, which recently grew to over 41M users.
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Teams & Leagues
Total participation hit 48.1M, boosted by entertainment venues like simulators alongside traditional courses.
On-course players exceeded 29M, marking eight years of growth and a 46% surge in female golfers.
Facility operators report strong financial health as Americans played a record number of rounds in 2025.
Ronaldo has missed two Al-Nassr games over frustration with PIF, feeling the club wasn't strengthened in the January window despite his $238M/year deal.
PIF is pulling back across the board: Neom is being drastically scaled, the 2029 Asian Winter Games scrapped, and Vision 2030 is pivoting toward AI.
Ronaldo's next move could include MLS, where his Trump ties make him welcome, or a shift into club ownership he's publicly stated as his ambition.
Commissioner Roger Goodell aims to increase annual international games from 9 in 2026 to 16 total.
League leadership is openly considering the creation of a permanent NFL team based outside the US.
Executives hope every team will eventually play abroad yearly, potentially requiring a longer 18-game season schedule.
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Miscellaneous
The deal adds betting options for NFL and NBA players, politics, and entertainment events to the platform.
The crypto exchange provides the regulated backend infrastructure required to legally host these diverse wagers.
This product reaches 38 states, including major markets like California and Texas where standard sports betting is banned.
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