![Sportico Transactions May 10](https://www.sportico.com/wp-content/uploads/2024/04/transax-copy.webp?w=1024&h=576&crop=1)
Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships and products across the sports business industry.
PERSONNEL
National Women’s Soccer League Names Senior VP for Business Development
The National Women’s Soccer League has named Matt Soloff as senior vice president of business development. Soloff will lead the development and implementation of marketing partnerships designed to drive revenue generation and fan engagement. Soloff, who started with the NWSL earlier this month, joins the league from the NBA, where he led various business development and strategy initiatives including the development of the NBA’s commercial interests around its first In-Season Tournament. He previously led corporate sales at the New York Mets.
LIV Golf Makes Makes Series of High-Level Executive Hires
David Phillipps being named chief financial officer is one of several executive hires made by LIV Golf. In addition, Ross Hallet has been named EVP, head of events. Tim Taylor has been appointed to a new EVP role and will lead LIV Golf’s London office. Pam Sacree has been named head of human resources. Katie O’Reilly’s hire was previously reported by Sportico. As an EVP, she will lead LIV Golf’s team business operations after serving as chief revenue officer of the Philadelphia 76ers. Phillipps joins LIV Golf from the Equinox Group, where he was chief financial officer. Hallet most recently served as senior vice president and head of golf events EMEA for IMG. Taylor takes on new responsibilities after managing LIV Golf global financial operations. Sacree most recently served as chief people officer with First Agency and then Blue Stream Fiber. The LIV Golf League is owned and operated by LIV Golf Investments.
United Way of Tarrant County, Texas, Names ‘Voice of TCU’ to New Role
The United Way of Tarrant County, Texas, has named Brian Estridge as director of development for community investment. In this newly created role, Estridge will cultivate relationships with individual and institutional donors, working to unite philanthropic support for UWTC’s programs. Estridge will focus on major gift engagements for UWTC’s Get United campaign, which addresses barriers and challenges facing the region. Before joining UWTC, Estridge emceed “Unplugged With Sonny Dykes and Randy Galloway,” a benefit event for UWTC’s Get United campaign. Estridge will continue to serve as the “Voice of the TCU Horned Frogs,” the play-by-play broadcast role he has held for over 25 years.
PARTNERSHIPS
BlueTriton Brands Named Official Water of Major League Baseball
BlueTriton Brands is partnering with Major League Baseball in its first major sports league partnership. The company of water brands like Poland Spring, Arrowhead, Deer Park and Pure Life, BlueTriton Brands will be the Official Water of MLB for at least the next three years and will be activating at MLB events, including the All-Star Game presented by Mastercard and the World Series presented by Capital One. It plans to utilize its new status as a sponsor of MLB to create special offerings and activations for fans.
Scott Van Pelt Partnering With Omaha Productions to Relaunch ‘SVPod’ Podcast
Omaha Productions and Scott Van Pelt are reviving the SVPod podcast as part of the Omaha Audio Network and ESPN. Van Pelt and co-host Stanford Steve will revive the show that has taken a near nine-month hiatus. SVPod will now include full video production, allowing viewers to listen and watch as Van Pelt and his guests discuss sports topics. SVPod is a twice-weekly show that includes long-form interviews, sports commentary and expanded takes on Van Pelt’s “One Big Thing” segment on SportsCenter. The show will be available on ESPN’s YouTube page.
New Era Cap and LIV Golf Form Multiyear Partnership
LIV Golf and New Era Cap have formed a multiyear partnership in which New Era Cap will become the Official Cap of the LIV Golf League. Through the agreement, New Era Cap products will be worn by LIV Golf players and will be prominently featured at all LIV Golf events. New Era Cap has official partnerships with MLB, the NFL and the NBA, in addition to being the headwear of choice for many global sports and events, including English Premier League soccer, Formula 1 racing, the Australian Open in tennis and the Ryder Cup in golf, among others.
World Long Drive Enters Into Rights Agreement With ESPN
World Long Drive has reached a new agreement with ESPN to air four events on ESPN2, plus an additional 47 hours of coverage streamed on ESPN+ during the 2024 WLD season. ESPN2 will air three WLD majors this season plus a celebrity event: WLD MB celebrity shootout presented by Hyundai in Huntington Beach, Calif., (July 11), WLD endless summer Invitational in Belleville, Ontario (July 18), WLD Fort Jackson in Columbia, S.C., (July 25), and the WLD championship in Atlanta (Aug. 11). In addition to ESPN, World Long Drive will again be featured on Golf Channel this year as the network will broadcast the women’s division finals and the military division finals in Fort Jackson on July 24 and the women’s division world championship on Aug. 12.
Coco5 Brand and American Cancer Society Partner to Close Racial Health Gap
Phoenix Suns guard Devin Booker and his brand Coco5 have teamed up with The American Cancer Society to help close the racial health gap and improve detection and resources for traditionally underserved communities. Owned by NBA All-Stars like Devin Booker, D’Angelo Russell, and Charles Barkley and taken under the wing of Jim Reynolds (founder of Loop Capital the largest minority-owned investment banking firm in the United States), Coco 5 has unveiled a Fuel The Fight Initiative to increase cancer screening services, funds and resources for traditionally underserved and overburdened communities.
Kitman Labs Expands NWSL Performance Deal by Adding Bay FC
Kitman Labs, a global SaaS platform in the elite performance industry, has completed a deal with NWSL expansion team Bay FC. On the heels of the NWSL’s deployment of the performance medicine solution from Kitman Labs as its league-wide EMR, Bay FC will expand the use of IP across the club’s first team to include performance optimization and coaching and development. Bay FC will now be able to combine player medical, performance and development data in a centralized and fully integrated advanced operating system—driving cross-departmental communication and supporting evidence-based, data-led decision-making across the club. In addition to the NWSL, Kitman Labs technology is being used by teams in MLS, the Premier League and the NFL. Kitman Labs has recently announced deals with Angel City FC and Gotham FC in the NWSL.
Greenfly Strikes Multiyear Deal With NBA to Power Content Workflows
Greenfly has struck a multiyear, league-wide deal with the National Basketball Association to continue powering the flow of digital media assets across the league content ecosystem. NBA Equity also invested in the company as part of Greenfly’s most recent funding round. Greenfly enables the real-time content captured in arenas by the NBA’s social media and digital producers to flow seamlessly into the league’s global NBA App. The Greenfly Platform’s content workflow system delivers behind-the-scenes access from courtside to the NBA App in real-time. The NBA is one of Greenfly’s longest-standing partners—a relationship that is nearing its six-year anniversary.
USOPC and On Location Offer Single-Day Passes for Team USA House at Paris Olympics
The United State Olympic & Paralympic Committee, in partnership with On Location, the official hospitality provider for the Olympic and Paralympic Games Paris 2024, has put on sale single-day tickets to Team USA House, the home base for U.S. fans. Located at the historic Palais Brongniart in Paris’ second arrondissement, Team USA House will offer access to to celebrate hometown athletes, and the chance to come together to watch the action and toast Team USA wins in the Olympic and Paralympic Games. This is the first time Team USA House will have a presence at the Paralympic Games. Previously, Team USA House access was only sold through Paris 2024 hospitality packages, developed by On Location, which also include tickets to a sporting event of the attendees choosing. Now, fans can purchase Team USA House access without a sporting event ticket. These passes include all-day access, food and beverage options, entertainment, athlete appearances and more.
Saxx Extends Six-Figure Underwear Deal to Five PGA Tour Caddies
Men’s underwear brand Saxx has reached endorsement deals with five PGA Tour caddies: Geno Bonnalie (Joel Dahmen), Aaron Flener (J.T. Poston), John Limanti (Keith Mitchell), Joel Stock (Will Zalatoris) and John Ellis, reigning U.S. Open champion caddie for Wyndham Clark. The deal eclipses six figures in total value, extending what last year marked the first significant apparel agreement with a group of pro caddies. The caddies will wear Saxx underwear, shorts and polos on and off the course. Saxx will donate $100 to the Testicular Cancer Foundation for every birdie made by the caddies’ players for the rest of the season.
New York Road Runners Partner With New York City Public Schools on Running Program
New York Road Runners have partnered with the New York City Public Schools on a multimillion dollar, five-year initiative to expand access to running for middle-school aged city youth. Through June 2029, the New York City nonprofit will invest more than $3 million to fund underserved New York City school districts to launch and sustain middle school running teams in 20 school districts across the five boroughs, impacting more than 7,000 youths.
THC-Infused Tonic Cann Builds Media Partnership With Barstool Sports
Cann, the THC-infused social tonic, announced a partnership with Barstool Sports. As the first THC-infused social tonic to pen a marketing deal with Barstool Sports, Cann aims to engage with its audience in new ways and expand its reach to new drinkers across the country. This media partnership is set to run across various popular Barstool brands including golf podcast Fore Play, Bussin’ With The Boys, Chicks in the Office and Spittin’ Chiclets. Cann will be integrated into the podcasts, custom social media and video content across their marketing verticals.
Laver Cup Teams Up With Fanatics on Retail and Merchandise Partnership
The Laver Cup has agreed to a new retail and merchandising partnership with Fanatics. Under the multiyear deal, Fanatics will make available a new range of Laver Cup merchandise for fans across the globe, working closely with event organizers in the creation, production and sales of the products. The initial range of merchandise will be introduced later this year at the seventh edition of the Laver Cup, taking place in Berlin at Uber Arena from Sept. 20-22, 2024. Through the partnership, Fanatics will have exclusive rights to manufacture, market and sell official Laver Cup apparel and accessories, including Team Europe and Team World supporter apparel and bespoke Laver Cup Berlin 2024 merchandise.
LA Rugby Club Partners With Chatime as a Jersey Sponsor
Rugby Football Club Los Angeles (RFCLA) has signed a multi-year agreement with Chatime Global, making the Bubble tea company the new front of jersey sponsor for the team. Chatime has over 1,500 stores in 62 countries on six continents. Thirteen of those stores are in the U.S., three of which are in Los Angeles. It plans to expand in the USA with new stores launching in the next 18 months. Chatime currently has stores in many cities that are also home to Major League Rugby teams. The partnership between RFCLA and Chatime will see the Chatime brand be on the front of the RFCLA Home and Away jersey, as well as the RFCLA Academy Team. RFCLA Promotions for Chatime will be featured at all the RFCLA Home games.
Minute Media Elevates Lindsay McCombie to Head of Women’s Football, 90min
Minute Media has appointed Lindsay McCombie to head of Women’s Football at 90min. As part of the new role, McCombie will oversee all women’s football content across 90min, taking on the creative production and strategy element of the women’s game as well. Prior to joining 90min, McCombie served as a digital producer at Sky Sports where she was part of the team that produced the first all-female ‘Fanzone’ commentary for a Super Sunday. She also spearheaded planning and production for their rolling coverage of the London Olympics and Paralympics and was part of the all-female production team that launched Sportswomen—a weekly live show on Sky Sports dedicated to women’s sport.