![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, purchases and products across the sports business industry.
PERSONNEL
LIV Golf Names Chief Marketing Officer
LIV Golf has named Adam Harter as its chief marketing officer. In this role, Harter will lead all marketing activities, including developing the league and team brands, growing the size and engagement of the fan base, delivering marketing initiatives for LIV Golf and The International Series, and championing partnerships. Harter has more than 22 years of experience at PepsiCo where he worked in brand management, innovation, consumer promotions, strategy, media and entertainment. Most recently, as SVP of media, sports and entertainment, he led deals with the NFL, NBA, NHL and MLB, with athletes such as LeBron James, Kyrie Irving, Jeff Gordon and Dale Earnhardt Jr., and sports teams and venues including the Dallas Cowboys, New York Yankees and Madison Square Garden.
PARTNERSHIPS
Accenture Named Official Business and Technology Partner of the NFL
The NFL has named Accenture its Official Business and Technology Consulting Partner. Throughout the five-year partnership, Accenture and the NFL will team up to enhance data-driven decision-making in three key league business areas: football, financial operations and human resources. In the partnership, Accenture will work with the NFL’s corporate and club financial operations across its systems, processes and personnel. In addition, the NFL will collaborate with Accenture to support and transform human resource (HCM) and enterprise resource planning (ERP) functions and analytics.
Sixt, Klutch Sports Group Partner Together
Sixt and Klutch Sports Group have partnered together to further activate the current NBA partnerships of Sixt with the Chicago Bulls and the Los Angeles Lakers, as well as to source opportunities across teams and leagues to further the presence of the premium mobility provider in the US. In October 2023, Sixt entered two individual partnerships with the Lakers and the Bulls to further increase customer trust and brand awareness in Sixt’s largest growth market USA.
ESPN Secures Exclusive Media Rights for League One Volleyball Pro Matches
League One Volleyball (LOVB)—which has its professional volleyball league launching in the U.S. later this year—has entered into a new media rights agreement with ESPN to present pro matches across its linear networks and digital platforms. Available on ESPN, ESPN2, ESPNU and ESPN+, the new relationship will showcase ESPN’s continued commitment and belief in pro volleyball. ESPN platforms will begin the new relationship by airing 10 LOVB Pro matches across its linear networks beginning in January 2025 when LOVB’s inaugural season begins. Eighteen of LOVB’s matches will also stream on ESPN.
Street League Skateboarding and Jones Soda Sign Multiyear Partnerships
Street League Skateboarding (SLS) and Jones Soda Co. are entering into a multiyear partnership to champion current and future generations of action sports. Jones Soda, a longtime supporter of skateboarding and other action sports, will serve as the official sponsor of SLS Futures, the league’s all-new youth development program. The partnership will feature an integration of the Jones Soda Co. product and the brand’s action sports heritage into SLS venues, athlete activations, content and branding throughout the 2024 and 2025 SLS seasons. Jones’ beverages will be featured across the calendar of SLS events.
PGA of America and Penn Entertainment Enter Sports Betting Partnership
The PGA of America and Penn Entertainment have entered into a multiyear sports betting partnership. Under the agreement, ESPN Bet becomes the Official Sports Betting Sponsor of the PGA Championship through 2026. The 2024 PGA Championship will take place at Valhalla Golf Club in Louisville, Ky., from May 16-19. ESPN Bet combines Penn’s proprietary in-house technology and sportsbook operational expertise with ESPN’s brand and multiplatform reach. In addition to activating onsite, ESPN Bet will be integrated into broadcasts on ESPN networks, with betting odds and insights provided. The sponsorship also includes opportunities for collaborative content across PGA of America digital media platforms.
Mine Baseball Named Official Wood Bat of Perfect Game
Perfect Game, a youth baseball and softball platform and scouting service, has entered into an agreement with Mine Baseball to make its product the official wood bat of Perfect Game. Under the terms of the partnership, Mine Baseball will have a presence at nearly all of Perfect Game’s annual events where wood bats are used, including tournaments, showcases and select special events. Additionally, Mine will have on-site activations at Perfect Game events around the country. MIne’s bats utilize European beechwood, which is approved for use by Major League Baseball. Independent lab tests confirm that Mine’s beechwood bats require 8% more force to break compared to maple and birch counterparts, underlining their robustness.
LiveLike and Infinite Athlete Team up to Enhance Fan Experience
LiveLike, a provider of audience engagement technology, and Infinite Athlete, a technology company democratizing sports data, have partnered to provide teams and clubs with a new way to personalize content and engagement experiences with fans. The partnership will allow teams and club partners to utilize both LiveLike’s fan engagement products and Infinite Athlete’s FusionFeed technology to unlock new personalized experiences and content. LiveLike’s Play Predictor and Infinite Athlete’s Match View X technology are currently integrated within the Chelsea Football Club’s app, providing fans with ways to engage with and follow club activity before, during and after the match, along with the ability to create their own personalized viewing experience.
Rogers Becomes Title Partner of Canada’s PGA Tour Champions Event
Rogers Communications has been named the title partner of Canada’s only PGA Tour Champions tournament in Calgary, formerly the Shaw Charity Classic, and is kickstarting fundraising for the event’s charitable arm with a $1 million donation. The tournament reached a major milestone last year, raising over $100 million for Alberta charities since its inception. The fund, rebranded the Rogers Birdies for Kids presented by AltaLink, supports thousands of youth annually in counseling, sports and family support. Now, through the end of August 2024, donations pledged through Rogers Birdies for Kids to participating charities are matched up to 50% through the program’s matching pool.
FloSports and ECHL Extent Media Partnership Through Multiyear Agreement
FloSports, a sports media company, has extended its media partnership with the ECHL, a minor ice hockey league, providing it access to more than 1,000 games each season through a new multiyear agreement. Last season FloHockey drove more than 235 million live minutes to over 4 million fans and generated 23 million impressions and 13 million video views across its social channels. Under terms of the agreement, FloSports will continue to deliver comprehensive coverage of ECHL games. In addition to live game broadcasts, FloSports will provide support across its social and editorial channels, with exclusive interviews, behind-the-scenes content and in-depth analysis.
PGA Hope and DirectTV Join Forces to Support Mental Health for Military and Veterans
PGA HOPE (Helping Our Patriots Everywhere), the flagship military program of PGA Reach, the charitable foundation of the PGA of America, is joining forces with DirecTV to support mental health year-round for active duty military and veterans. PGA HOPE provides active duty military and veterans opportunities to participate in free developmental 6-to-8-week golf training sessions in more than 500 locations across the U.S., including on 18 military installations. Sessions are designed to enhance participants’ physical, mental, social and emotional well-being and are taught by PGA of America Golf Professionals trained in military cultural competency and adaptive golf. PGA HOPE will serve over 17,000 participants in 2024, and with support from DirecTV, the organization plans to double the number of participants over the next several years.
Formula E Forms Strategic Partnership With Infosys
Formula E has entered into a strategic three-year partnership with Infosys (NSE, BSE, NYSE: INFY). As the ABB FIA Formula E World Championship’s new Official Digital Innovation Partner, the collaboration will enhance in-race insights, fan engagement and sustainability reporting and tracking across the championship. The partnership between Infosys and Formula E will focus on three core areas: fan growth, technology innovation and continued environmental stewardship. With the aim of engaging 500 million fans by 2030, Infosys will help build an AI-powered Fan Customer Data Platform for Formula E to unlock deep fan engagement and personalization opportunities.
PURCHASES
SuperStroke Buys Lamkin Grips, Manufacturer of Golf Club Grips
SuperStroke has purchased Lamkin Grips, a manufacturer of golf club grips. Founded in 1925 when founder Elver B. Lamkin began manufacturing golf’s first leather grips, the family-owned and operated company has provided a wide assortment of performance-enhancing grips. The acquisition of Lamkin grows and diversifies SuperStroke’s array of grip offerings with technology grounded in providing golfers optimal feel and performance through cutting-edge design and use of materials, surface texture and shape.
Will Smith Unveils New UIM E1 World Championship Team
Hollywood actor, musician and film producer Will Smith has launched a new team in the UIM E1 World Championship—an all-electric raceboat championship. Westbrook Racing, named after Smith’s global entertainment company, is set to compete in the debut season of E1. The championship sees nine teams go head-to-head in high-octane racing at iconic global cities including Jeddah, Monaco and Hong Kong in a bid to be crowned “Champions of the Water.’ The actor’s investment in an E1 team sees him join a roster of team owners in the Championship that includes NFL icon Tom Brady, tennis legend Rafael Nadal, international DJ Steve Aoki and soccer star Didier Drogba.
PRODUCTS
Puma Golf Introduces 2024 Volition America Apparel and Footwear
Puma Golf has unveiled the 2024 Volition America collection of patriotic apparel, footwear and accessories. Designed to honor U.S. military veterans, a portion of all proceeds from the Puma Golf x Volition America line will go directly to Folds of Honor Foundation, which supports the families of fallen American military heroes and first responders. The collection features patriotic red, white and blue color patterns, as well as all the hi-tech materials and designs featured in mainline Puma gear. Puma Golf x Volition America apparel will continue to be worn by Puma staffers Gary Woodland, Kyle Westmoreland, JJ Spaun and Kyle Berkshire, as well as Lt. Col. Dan Rooney, CEO and founder of Folds of Honor.