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Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.
PERSONNEL
Moses Moody, Santi Aldama Named to NBPA Foundation Board of Directors
The National Basketball Players Association (NBPA) Foundation announced that Moses Moody, NBA champion with the Golden State Warriors, and Santi Aldama, current Memphis Grizzlies player and member of the Spanish men’s national team, have joined its board of directors. Moody and Aldama will join a team that provides strategic oversight on the work of the NBPA Foundation to deliver philanthropic resources for current and former NBA players. In their roles, Moody and Aldama will serve as advisors to the NBPA Foundation’s global programs, approve grant funding and identify new opportunities for the foundation to support players’ social impact work around the world.
Big 12 Hires New CFO, Promotes Chief Revenue Officer
The Big 12 has named Nick Bowes as the conference’s new chief financial officer. He joins the Big 12 from the University of Louisville, where he served as deputy athletic director and CFO. Current Big 12 CFO Catrina Gibson has elected to transition into a consulting role for the conference, effective Aug. 1. In addition to Bowes’ hiring, Sean Desmond has been promoted to chief revenue officer. Desmond joined the Big 12 in 2023, and has since managed a variety of ticket and sponsorship endeavors for the league.
Two Circles Taps Donna Tuths as President, Americas
Two Circles has appointed Donna Tuths as president, Americas. Tuths will spearhead Two Circles’ next phase of expansion as it reshapes how sports and entertainment connect with fans around the globe. In her new role, Tuths will oversee commercial strategy and client partnerships throughout the Americas region, with a focus on driving revenue growth for rights-holders and brands. The company said she will be responsible for accelerating new business development, expanding Two Circles’ presence in key markets and enhancing data-driven marketing, fan engagement and monetization strategies.
Factory360 Appoints Matt Grant as SVP, Global Partnerships and Activations
Factory360, an experiential marketing agency, has appointed Matt Grant as its new senior vice president, global partnerships and activations. In this newly established leadership role, the company said Grant will accelerate Factory360’s strategic growth in sponsorships Grant previously led global sponsorship strategy at Amazon and held senior roles at Endeavor’s 160over90, DraftKings and Clorox.
PARTNERSHIPS
Derek Jeter Joins BetMGM’s Team of Ambassadors
BetMGM, a sports betting and iGaming operator, announced a multiyear partnership with baseball legend and five-time World Series champion Derek Jeter. As BetMGM’s newest brand ambassador, Jeter will appear in national marketing campaigns including a “Legendary Plays” spot that debuted earlier this week. BetMGM Casino also plans to launch a Jeter-themed slot game. Currently, there are no other online casino games featuring a current or former professional baseball player.
WWE and Fanatics Casino Partner on New Online Casino Games
WWE, part of TKO Group Holdings, and Fanatics Betting and Gaming, a subsidiary of Fanatics, announced an exclusive multiyear licensing agreement for Fanatics Betting and Gaming to produce and distribute WWE-themed online casino games in the United States. Fanatics Betting and Gaming will have a license to produce WWE-themed online casino games exclusively for Fanatics Casino, which is available in Michigan, New Jersey, Pennsylvania and West Virginia. The officially licensed WWE online casino games will launch at the end of July in time for SummerSlam.
Minnesota Twins Name Securian Financial as First Official Jersey Patch Partner
The Minnesota Twins announced that St. Paul-based Securian Financial has been named the club’s first Official Jersey Patch Partner, marking a multiyear expansion of their relationship. Beginning with the club’s Friday, July 18 road game in Colorado, the Securian Financial logo will appear on the sleeve of all Minnesota Twins home, road, alternate and City Connect jerseys. This integrated partnership also features a prominent Securian Financial presence at Target Field and across Twins television and radio broadcasts, with plans to broaden the reach and impact in future seasons.
New Era Cap Expands Josh Allen Partnership, Grants Equity
New Era Cap has announced that Buffalo Bills quarterback Josh Allen is expanding his long-standing partnership, becoming the first ambassador to receive an investment stake in the company and earning a new title as its first “Director of Billustration.” Allen has been a New Era ambassador since his rookie campaign in 2018. Allen will wear nine different 9FORTY Billustration Team Caps that have been customized by Buffalo’s Oishei Children’s Hospital patients during the tunnel fit walk at each Bills home game. After each game, the cap Allen is wearing will be auctioned off to the public with proceeds going to the Patricia Allen Fund.
Kickback Soccer Media Launches, Partners With Bluesky
A collective of over a dozen entrepreneurs and media personalities announced the formation of Kickback Soccer Media, an American soccer media platform looking to galvanize the American soccer community for the 2026 World Cup and beyond. Kickback Soccer Media has announced a partnership with Bluesky—the collaboration features Kickback Soccer Media’s prioritization of the Bluesky platform across all properties through exclusive original content and in-show integrations.
RCX Sports, MLS Go, NRPA Partner to Expand Youth Soccer Access
RCX Sports, which works in youth sports experiences, and MLS Go, Major League Soccer’s recreational youth soccer program, announced a multiyear partnership with the National Recreation and Park Association (NRPA). RCX Sports and MLS Go will serve as Proud Sports Partners of NRPA, working with NRPA 60,000 member agencies to offer soccer experiences to kids in their communities across all 50 states. Through the RCX Foundation, the MLS Go Play Fund will also provide $100,000 in donations to subsidize park and recreation agencies implementing MLS Go programming.
NESN Launches Enhanced NESN 360 Powered by ViewLift
NESN, the New England sports network, announced the relaunch of NESN 360 with a redesigned experience and key upgrades, available in time for the second half of the Red Sox season. Now powered by ViewLift, a cloud-based streaming platform for content owners, the enhanced NESN 360 app is available on iOS and Android devices, as well as major connected TV platforms. ViewLift will manage the underlying technology powering the NESN 360 apps and streaming going forward.
Champion and Nash Signs First Pro Sports Partnership With Houston Rockets
Champion and Nash, an HVAC company in the Houston region, announced a first-of-its-kind partnership with the NBA’s Houston Rockets, tipping off in the 2025-2026 regular season. The agreement will see the brand featured throughout home games and team community initiatives. This marks the first time the brand has entered into a professional sports partnership. The partnership includes activations within Toyota Center, community engagement program and social media collaborations.
PRODUCTS
FloSports Adds 4 NCAA Conferences to FloCollege for Fall Season
FloSports is expanding the reach of NCAA Division II and Division III sports from coast-to-coast through a new round of media rights agreements. The company announced the additions of the Great Midwest Athletic Conference (G-MAC), Northwest Conference (NWC), Ohio Athletic Conference (OAC) and Old Dominion Athletic Conference (ODAC), bringing the total number of NCAA conferences available on FloCollege this fall to 18 across all NCAA divisions. FloCollege will serve as the global streaming home for live and on-demand coverage of more than 5,000 regular-season and postseason events across all four conferences, making more than 20,000 games available this season.
KC Current Break Ground on Riverside Stadium, Performance Center
The NWSL’s Kansas City Current broke ground on its next phase of development in Riverside, Mo. The next phase includes the development of Riverside Stadium; the addition of a new performance center; and the expansion of the Current’s grass and turf pitches, bringing the Current’s total investment in player facilities in Riverside, Mo., to $52 million. All three facilities are set to open by the end of the year. The expanded space will support the growth of the Current’s youth programming, part of the club’s vision of a complete development pathway from grassroots to professional.
PURCHASES
Deltatre Announces Acquisition of Endeavor Streaming
Deltatre, an international provider of streaming, digital, data and graphics solutions for the sports, media and entertainment industries, has entered into a definitive agreement to acquire Endeavor Streaming from Endeavor Group Holdings Inc. Deltatre is joining its advanced product suite—D3 VOLT, FORGE, AXIS and DIVA, which delivers “digital experiences with integrated video”—with Endeavor Streaming’s pure-play OTT product, VESPER. They will also unite their digital strategy, consulting and direct-to-consumer growth marketing services.
GSE Acquires InsideOut Sports and Entertainment
GSE Worldwide (GSE) has acquired InsideOut Sports and Entertainment (InsideOut), an event production company. The acquisition marks GSE’s first entry into event production and is the third acquisition since the strategic investment from BC Partners Credit in late 2024. The move brings InsideOut’s portfolio of marquee events, including The Pickleball Slam, Pro Padel League and Major League Pickleball, under the GSE umbrella. Jon Venison will join GSE as EVP and head of the newly created GSE Productions division, and InsideOut’s team will continue to operate its slate of events while collaborating with GSE to scale into new markets.
Liga MX’s Atlas FC Exploring Sale
Orlegi Sports has initiated a process to explore a planned and structured transition in the operation of Atlas FC, with the goal of ensuring continued growth under a group that understands the club’s relevance, context and potential. Orlegi Sports has retained Moelis & Company, ADS and Weil, Gotshal & Manges LLP to advise on sale and transition options.
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