Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.
PERSONNEL
TMRW Sports Names Chris Zaber Senior VP, Ticketing & Venue Experience
TMRW Sports announced the appointment of Chris Zaber as senior vice president of ticketing and venue experience. TMRW Sports currently owns and operates SoFi Center in Palm Beach Gardens, Florida, home to TGL presented by SoFi and WTGL, and a new venue being developed for the upcoming professional flag football league in partnership with the NFL. Zaber will lead TMRW Sports’ enterprise ticketing and experience strategies across its properties. He previously was chief revenue officer for the Washington Nationals.
Richard Gunney Named Chief Soccer Officer of Atlanta City FC
Following a global search, Atlanta City FC has hired Richard Gunney as chief soccer officer. Reporting directly to president of soccer, AMBSE Mauricio Culebro, Gunney will be responsible for establishing and implementing a soccer philosophy that supports the club’s competitive vision and long-term ambitions. Gunney will begin his tenure with Atlanta City FC on Nov. 1. He most recently served as director of scouting and recruitment for Gotham FC.
LOVB Miami Taps Former Dolphins and F1 Miami CMO as President
LOVB Miami announced the leadership team that will bring the franchise to life in its inaugural season, naming Pri Shumate president of business operations, Meg Patten vice president of fan experience and marketing, and Jett Sports as the team’s embedded commercial arm. The announcement comes days after League One Volleyball (LOVB) unveiled LOVB Miami’s ownership group, and marks the next step ahead of its 2026-27 debut in LOVB Pro’s new Eastern Conference.
Penguins Name Ted Towne Chief Financial Officer
Hoffmann Family of Companies, a U.S.-based, family-owned firm and owner of the Pittsburgh Penguins, named Ted Towne the team’s new chief financial officer. Towne joins the Penguins from Major League Baseball’s Washington Nationals, where he spent nearly two decades and most recently served as chief financial officer.
Pac-12 Appoints First Chief Commercial & Growth Officer
The Pac-12 announced the appointment of its first chief commercial & growth officer, completing the executive search led by Elevate, as part of the conference’s new commercial strategy for Pac-12 Enterprises. Harry Hardy is set to officially begin in the job this week. He joins the Pac-12 with nearly 20 years of experience, most recently serving as senior vice president of team commercial operations and development at LIV Golf.
Capacity Sports Group Names Mike Kenney Chief Revenue Officer
Capacity Sports Group, a youth sports company, announced the appointment of Mike Kenney as chief revenue officer. The former CEO of Ripken Baseball brings decades of experience growing sports businesses, developing programming and building commercial partnerships. Kenney’s appointment follows several additions to Capacity’s team since the spring, including chief operating officer Dan LeBlanc, senior vice president of M&A Surry Wood, chief of staff Kristen Ajamie and director of corporate development John Vardzel. They join an established leadership team that includes president Blake Hibler.
TMRW Sports Announces Doucette as Pro Flag Football Ambassador
TMRW Sports announced Darrell “Housh” Doucette III as a professional flag football ambassador for the new pro league being developed in partnership with the NFL. Doucette is the reigning IFAF men’s world champion quarterback and helped lead Team USA Football to its sixth consecutive IFAF world title and earned MVP honors after accounting for four touchdowns in the championship game. He joins fellow TMRW Sports ambassadors Izzy Geraci, Ashlea Klam and Vanita Krouch, who also serves as the league’s lead for player relations.
PARTNERSHIPS
Fage Tapped as Title Partner of WTA Finals Through 2029
The WTA announced a multiyear partnership with international dairy company Fage as title partner of the WTA Finals and Official Yogurt Partner of the WTA. The partnership with Fage will begin at Indian Wells, California, in 2026 and continue into Charlotte, North Carolina, the WTA Finals’ new home, from 2027 to 2029. As title sponsor of the WTA’s flagship event, Fage will have brand visibility across broadcast and venue, product sampling, fan experiences and hospitality at the WTA Finals.
NordVPN Announces Partnership With Los Angeles Lakers
NordVPN, a cybersecurity and digital privacy company, announced a new partnership with the Los Angeles Lakers. As part of the partnership, NordVPN will have a prominent presence during Lakers home games through in-arena LED signage, along with social media integrations and digital campaigns highlighting the company’s services to fans.
NBC, U.S. Ski & Snowboard and FIS Expand Coverage
U.S. Ski & Snowboard announced a new broadcast and streaming structure for the 2026-27 season, with all World Cup skiing and snowboarding throughout the season available for viewing via NBC platforms and YouTube, as well as a free ad-supported television (FAST) channel. The expanded partnership between U.S. Ski & Snowboard, NBC and the International Ski & Snowboard Federation (FIS) will centralize rights across countries starting in the 2026-27 season.
Sports Illustrated Tickets Expands Falcons Partnership to Spain
Sports Illustrated Tickets announced the expansion of its Official Fan Experience Partnership with the Atlanta Falcons to Spain for the 2026 NFL Madrid Game. Atlanta will face the Cincinnati Bengals on Nov. 8 at Bernabéu Stadium, with Sports Illustrated Tickets offering Falcons fans in Spain a chance to win tickets to the matchup through a sweepstakes. The agreement builds on Sports Illustrated Tickets’ second consecutive year as the Official Fan Experience Partner of the NFL in Spain.
Ecosave Partners With Dover Motor Speedway’s 2027 NASCAR Cup Race
Dover Motor Speedway officials announced that Ecosave will serve as the entitlement sponsor of The Monster Mile’s 2027 NASCAR Cup Series race, bringing the energy solutions company back to the Speedway for the second consecutive year. The Ecosave 400 NASCAR Cup Series race is scheduled for next May 16, as the track returns to a 400-mile, points-paying event.
Cadillac F1 Team Welcomes Frontieras North America as Partner
The Cadillac Formula 1 team and Frontieras North America announced a multiyear global partnership. As the Cadillac F1 Team’s Official Energy Transformation Partner, Frontieras North America will bring American energy innovation closer to the track.
Sidley Named Official Legal Services Provider for LA28, Team USA
Sidley announced it has been named an Official Legal Services Provider of the LA28 Olympic and Paralympic Games and Team USA. As part of the partnership, Sidley will work on commercial, operational and regulatory issues in the runup to and during the 2028 Olympics in Los Angeles.
Nebraska Athletics, Legends Global Partner on Premium Seating Sales
Nebraska Athletics and Legends Global announced a new partnership in which Legends will lead premium seating sales for a modernized Memorial Stadium. The premium seating project’s Phase 1 is scheduled for completion in 2027 and Phase 2 in 2028. Legends Global will sell a distinct portfolio of premium products across the two years. In 2027, fans can expect new West Suites, new Theater Boxes and an updated West Club. In 2028, the offering will expand to include new luxury loge boxes, a new luxury club and a new Bunker Club.
Victory Live Named Official Data and Analytics Provider of Orange Bowl
Victory Live announced a partnership with the Orange Bowl to serve as the Official Data and Analytics Provider of the Capital One Orange Bowl. Under the agreement, Victory Live will provide ticketing data and analytics tools to support the Orange Bowl’s operational planning and ticketing strategies. The Capital One Orange Bowl is scheduled to host a College Football Playoff semifinal on Jan. 14 at Hard Rock Stadium.
MetLife Stadium, Giants and Jets Extend Partnership With Corona, Modelo
MetLife Stadium, the New York Jets and the New York Giants announced a long-term extension of their partnership with Corona and Modelo beers. The new agreement includes title sponsorship of the stadium’s Beer Garden in the fan Tailgate Zone. The branded space will serve as a gathering place for fans before Jets and Giants games with entertainment and fan activations. The partnership will also extend beyond to an annual series of team-themed events hosted at participating bars throughout the Tri-State market.
AEG and Splitero Expand Partnership at Crypto.com Arena
AEG, a sports and live entertainment company, and Splitero, a home equity investment provider, announced they are growing their relationship through an expanded partnership at Crypto.com Arena. The arena is home to the Los Angeles Lakers, LA Kings and Los Angeles Sparks. Brokered by AEG Global Partnerships, the agreement names Splitero a Founding Partner of Crypto.com Arena—a premium and category-exclusive designation, as well as the arena’s Exclusive Home Equity Partner. The partnership builds on Splitero’s existing status as the Official and Exclusive Home Equity Partner of the LA Kings.
Edward Jones and Big 12 Extend Partnership for Additional Year
The Big 12 Conference and Edward Jones announced a one-year extension of their partnership. Edward Jones will continue as the Official Wealth Management Partner of the conference and title partner of the Edward Jones Big 12 Football Championship, with new elements including digital integrations across football, men’s and women’s basketball and Olympic sports, along with financial education resources and support for the conference’s athletes. Edward Jones will create a series of virtual financial education webinars, workshops and resources for athletes.
Nike and Mumbai Indians Announce Multiyear Kit Partnership
Nike and globally known cricket team Mumbai Indians announced a multiyear partnership that names Nike the official kit partner of both its women’s and men’s team in India, beginning with the 2027 season. The announcement also marks a significant step in Nike’s continued investment in cricket. Nike will outfit both teams, including their coaches and technical staff, across match play, training and sportswear.
Visa Named Partner of Churchill Downs and Kentucky Derby
Churchill Downs Racetrack announced a multiyear partnership with Visa serving as the Preferred Payment Partner of Churchill Downs and the 153rd Kentucky Derby. Through this new partnership, Visa will create opportunities for clients and cardholders to access exclusive Derby Weekend offers, experiences and purchase options.
TEGNA, Houston Comets Announce Partnership to Broadcast Games Locally
TEGNA and the WNBA’s Houston Comets announced a multiyear partnership making KHOU and KTBU the local broadcast home of the Comets. Starting with the 2027 season, locally available Comets games will air free over-the-air on KTBU, with select games simulcast on KHOU, TEGNA’s CBS affiliate in Houston. The games will also be simulcast on Space City Home Network, the team’s regional sports network, and on SCHN+, the direct-to-consumer streaming service. KHOU will create new and exclusive Comets content year-round.
PRODUCTS
NFL, Ticketmaster Announce Revamped Ticketing Partnership
The National Football League and Ticketmaster announced a multiyear agreement to introduce a new model for NFL ticketing, combining broader ticket distribution with continued investment in technology and innovation. Season Ticket Members can list eligible tickets once and reach more potential buyers, while participating marketplaces gain access to more verified tickets.