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The Playbook Weekly

Sep 11, 2026

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9 min read

The Playbook Weekly

Liverpool's Record Shirt Deal, Nike's Women's Football Milestone and Eagles' Sponsor Wave: Premier League shirt sponsorships hit new highs this week, women's football set a landmark commercial record, and prediction markets kept recruiting star power to fight for mainstream attention.

Baker Fox
Nicholas Syken
Baker Fox, +1
The Playbook Weekly

Sep 4, 2026

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8 min read

The Playbook Weekly

Circle's Chelsea Shirt, Kalshi's US Open Bet and Tennessee's $120 Million Patch. Banks and fintechs kept buying their way into stadiums and jerseys this week, while prediction markets pushed further into tennis and college football's jersey patch boom kept accelerating.

Baker Fox
Nicholas Syken
Baker Fox, +1
The Playbook Weekly

Aug 28, 2026

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7 min read

The Playbook Weekly

Prediction markets planted their flag in Major League Baseball, college programs kept selling every inch of uniform and field, and consumer brands raced into golf and football as the fall season openers neared.

Nicholas Syken
Nicholas Syken
The Playbook Weekly

Aug 14, 2026

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10 min read

The Playbook Weekly

The Los Angeles Lakers sell for a record $12.5 billion to Bob Iger and Josh Kushner, Capital One Arena is renewed for 20 more years, Betway signs Manchester United as its biggest football deal, and Amy Hunt wins the 100m and 200m double at the European Athletics Championships on home soil.

Nicholas Syken
Nicholas Syken
The Playbook Weekly

Aug 7, 2026

•

10 min read

The Playbook Weekly

Nike locks in Victor Wembanyama with a signature shoe, Pepsi flips the Buccaneers from Coca Cola and moves to a 17-15 NFL lead, Allstate commits $200 million to LA28, and the MLS back of kit market fills three positions in a single week.

Nicholas Syken
Nicholas Syken
The Playbook Weekly

Jul 31, 2026

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11 min read

The Playbook Weekly

LeBron James calls it his last decision and signs with the Philadelphia 76ers, Topps breaks the news before ESPN does via trading card, SoFi lands Notre Dame in a nine-figure jersey patch deal, and Disney doubles WNBA All-Star advertising revenue for the second consecutive year.

Nicholas Syken
Nicholas Syken
The Playbook Weekly

Jul 24, 2026

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10 min read

The Playbook Weekly

Stripe makes its first sports investments simultaneously. Mercedes F1 and the Ryder Cup, Albert replaces Bibigo on the LA Lakers jersey, Progressive becomes the first brand in history to sponsor both the chest and abdomen of the same WNBA jersey, and Dude Wipes plants a flag on the back of Houston's kit, literally.

Nicholas Syken
Nicholas Syken
The Playbook Weekly

Jul 17, 2026

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8 min read

The Playbook Weekly

College jerseys turned into the season's hottest sponsorship inventory, brands raced to plant flags in women's sports, and luxury and non-endemic names pushed deeper into the game as the World Cup reached its final.

Nicholas Syken
Nicholas Syken
The Playbook Weekly

Jul 10, 2026

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7 min read

The Playbook Weekly

Fintech, crypto, and energy brands pushed deeper into jerseys and college sports this week, while the World Cup rewrote U.S. viewership records and made soccer the summer's dominant commercial platform.

Nicholas Syken
Nicholas Syken
The Playbook Weekly

Jul 3, 2026

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11 min read

The Playbook Weekly

M embeds engineers inside Cadillac Formula 1, the Confederated Tribes of the Colville Reservation make the largest deal in Washington State athletic history, and Pat McAfee co-invests in a PB&J brand alongside JJ Watt and Caleb Williams — depth and ownership are the story this week.

Nicholas Syken
Nicholas Syken
The Playbook Weekly

Jun 26, 2026

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8 min read

The Playbook Weekly

AI brands are claiming the most valuable inventory in sports, college athletics is rewriting its commercial playbook, the NBA Draft reshaped the rookie endorsement market, and Messi became the greatest World Cup scorer of all time.

Nicholas Syken
Nicholas Syken
AB InBev extends its partnership with FIFA as Official Beer Sponsor through the 2030 World Cup and the 2027 Women's World Cup

Jun 19, 2026

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9 min read

AB InBev extends its partnership with FIFA as Official Beer Sponsor through the 2030 World Cup and the 2027 Women's World Cup

AB InBev locks in FIFA through the 2030 World Cup, Newcastle United inks an $80.6 million shirt deal with Knox Hydration, Lionel Messi ties the all-time World Cup scoring record with a hat-trick in Kansas City, and the Knicks' first title since 1973 becomes Fanatics' biggest merchandise moment in company history.

Nicholas Syken
Nicholas Syken
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The Playbook Weekly

The Playbook Weekly

Insights, Events & Stories that Shape the Narrative of Sports & Entertainment - brought to you by Talisman

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