Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.
PERSONNEL
Timberwolves, Lynx Name Jamie Morningstar as Chief Commercial Officer
The Minnesota Timberwolves and Lynx have appointed sports and entertainment executive Jamie Morningstar as chief commercial officer, a newly created position designed to deepen the organization’s executive leadership and accelerate growth across its businesses. Morningstar comes to the Twin Cities after spending the last five-plus years as SVP, ticketing at Madison Square Garden Sports. In the role, Morningstar will oversee the ticket sales & service, corporate partnerships and marketing functions across the Timberwolves, Lynx and Iowa Wolves.
PARTNERSHIPS
IM8 Named Official NBA Nutrition Partner in Australia, Southeast Asia
The NBA and IM8 LLC, a health and longevity brand, announced a multiyear collaboration that makes IM8 the Official Nutrition Partner of the NBA in Australia and eight markets across Southeast Asia (Brunei, Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam). The announcement was made at an IM8 event in Hong Kong by IM8 co-founders David Beckham and Danny Yeung and NBA executives, who were joined by two-time NBA champion and Naismith Basketball Hall of Fame member Chris Bosh. IM8 will conduct a series of NBA-themed marketing campaigns and fan engagement initiatives across the nine markets.
USRowing Selects Triple Threat to Lead Sponsorship, Commercial Development
Triple Threat Ventures Group Inc., an IP development and brand intelligence agency founded by two-time Olympian Meghan O’Leary and marketing executive Kira Karlstrom, announced a multiyear engagement with USRowing to lead sponsorship development and help build the organization’s commercial platform through the Los Angeles 2028 Olympic and Paralympic Games. Triple Threat will work alongside the organization to grow its corporate partnership portfolio while developing ownable assets that create greater value for brands, athletes and the broader community.
MGM Resorts International Invests in Players Era as Minority Owner
Players Era, a college sports event operator, announced MGM Resorts International has made a minority equity investment in the company, formalizing a long-term partnership. MGM Resorts served as a foundational partner during Players Era’s inception by hosting its marquee events, supporting the initial vision elite early-season college sports matchups and NIL opportunities. Since launching in 2024, Players Era has expanded from a single men’s basketball event in Las Vegas to a multi-sport, international property that hosts four events broadcast live across ESPN and Fox Sports.
BetMGM Renews Partnership With NHL Star Connor McDavid
BetMGM, a sports betting and iGaming operator, has renewed its partnership with three-time NHL Hart Memorial Trophy winner Connor McDavid. McDavid has been featured in BetMGM’s responsible gambling initiatives since joining BetMGM’s roster of ambassadors in March 2022. The campaign will expand its reach to new audiences and markets, with a continued emphasis on promoting BetMGM’s suite of player protection tools—including deposit limits, stake limits, time-out features and self-exclusion options—all accessible within the BetMGM app. A third responsible gambling ad featuring McDavid will begin airing soon.
Indiana Athletics Expands Partnership With Merchants Bank
Indiana Athletics and Learfield announced an expansion of its partnership with Merchants Bank, naming the Indiana-based financial institution the official jersey patch partner of all 24 varsity sports programs. The five-year agreement includes field naming rights with on-field branding at Merchants Bank Field at Memorial Stadium. The Merchants Bank jersey patch will debut on Oct. 17 when Indiana football hosts Ohio State in Merchants Bank Field at Memorial Stadium’s first-ever matchup pitting two top-five ranked teams. The partnership also includes expanded exposure through in-venue assets, digital platforms, and social media channels across the athletics department.
TBL Team Boxing League to Bring 24/7 Boxing Programming to Prime Video
TBL Team Boxing League announced it will bring its 24/7 boxing programming to Prime Video, expanding access to TBL content for boxing and sports fans. Programming will include the team-based combat sports competition’s dedicated FAST channel, on-demand original programming, event highlights, recaps and other Team Boxing League content, 24 hours a day, seven days a week.
PRODUCTS
Genius Sports Connects Official, Real-Time NFL Data to NFL Gametime on X
Genius Sports Limited (NYSE: GENI) has partnered with social platform X to connect NFL Gametime on X with the NFL’s official data, giving fans real-time scores, statistics and insights. With the 2026 season underway, NFL Gametime on X is a dedicated feed sitting alongside the traditional For You and Following tabs. It brings live scores, clips, insights, news and creator commentary into one experience, building on X’s more than decade-long partnership with the NFL.
Michelob Ultra Launches Custom Bottle Openers With 2026 NBA Finals Court
As the New York Knicks raise their first title banner in 53 years, Michelob Ultra is helping New Yorkers relive the historic championship run with custom bottle openers, championship packaging, fan rewards and new creative. Michelob Ultra transformed pieces of the official NBA Finals court into custom bottle openers and gave New York City bars and their bartenders the one-of-a-kind collectibles. Knicks legends Earl Monroe and John Wallace delivered the commemorative bottle openers and tickets for the upcoming season.
Everton Launches Mobile Service for Supporters
Everton Football Club has launched Everton Mobile, a new SIM-only mobile service giving Evertonians flexible mobile plans alongside exclusive opportunities to get closer to the club. With plans starting from £15 per month, supporters can choose from three options—Essential, Plus and Ultimate—combining U.K. calls, texts and data allowance with the chance to win Everton prizes and experiences. Supporters choosing the Ultimate plan can also take advantage of a special launch offer, with eligible customers receiving a complimentary Forever Blue+ Membership or an upgrade to Season Ticket+ for the 2027-28 season.
NBA and ESPN Launch Kids Shows With WSC Studios
WSC Sports officially announced WSC Studios, an in-house creative studio designed to help sports organizations engage younger fans. WSC Studios has already launched four flagship programs: The Alley & Oop Show with the NBA, Goalitos with LaLiga and EA Sports, Wagtales, a preschool series with the Australian Football League and The Sports Explorers with ESPN. WSC Studios is launching digital-first, character-led media franchises that combine live-action game footage with high-quality animation.
Big League Chew Launches Clubhouse, an Online Store for Fans
Big League Chew announced the launch of the Big League Chew Clubhouse, an online store selling merchandise and officially licensed products from the brand’s partners. The Clubhouse opens with more than 70 items for adults and kids, including a youth line of T-shirts, crewnecks and hoodies, as well as adult apparel, hats and collectibles. The store features products from American Classics, Major League Wiffle Ball, Old World Christmas, Frost Buddy and the National Bobblehead Hall of Fame, along with Big League Chew-branded merchandise. Exclusive drops from additional partners are coming to the Clubhouse soon.
PURCHASES
Just Women’s Sports Acquires Victra Sports, Launches Mobile App
Just Women’s Sports, a media brand dedicated to women’s sports, announced three developments as it expands: the launch of the JWS mobile app; the acquisition of Victra Sports, a women’s sports technology company; and the debut of new sport-specific sub-brands in basketball and soccer. The moves represent the next stage of JWS’ evolution from a media brand into the central digital infrastructure for women’s sports, offering a single destination to follow the games, teams and leagues.
Capacity Sports Group Acquires LakePoint Property
Capacity Sports Group has acquired the 78-acre property comprising LakePoint Sports’ Baseball Village and Publix Fields in Emerson, Ga., near Atlanta, and secured a lease to operate the campus’s Champions Center Indoor Pavilion. The property includes eight major league-sized baseball fields and three multiuse turf fields, while the 170,000-square-foot Champions Center accommodates 12 basketball courts or 24 volleyball courts. The transaction builds on Capacity’s existing presence through Prep Baseball, which has operated tournaments at LakePoint since 2019, and creates opportunities to expand programming across additional sports.
1936 Makes Significant Minority Investment in Trackhouse MotoGP Team
1936, the global sports and entertainment investment platform, announced a significant minority investment in the Superfile Trackhouse MotoGP Team, the American-owned team competing in the MotoGP World Championship. 1936 joins Founder and CEO Justin Marks and Avenue Sports Fund as shareholders in the team. The ownership group will make investments in the growth and success of the Superfile Trackhouse MotoGP Team.