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On the wire

Sports Edge

Issued Monday, May 18, 2026 · 03:00 UTC Edition 8/day editions · 5 desks From the chopped neck
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On the wire
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Ranked by the pour ISABELLA'S ISLAY HENRI IV MACALLAN 1926 LOUIS XIII PAPPY 23 JOHNNIE BLUE WELL POUR
Also crossing the wire
ISABELLA'S ISLAYLA28 crosses $2 billion in Olympic sponsorship dealsHENRI IVMessi's Inter Miami becomes MLS's most valuable franchiseMACALLAN 1926MLS expansion to 28 teams, franchise fees rising sharplyLOUIS XIIISephora sponsors F1 Academy rookie driver and Canadian Grand PrixPAPPY 23Visa renews multi-year sponsorship with Red Bull and Racing BullsJOHNNIE BLUESaudi Arabia sponsoring LPGA Las Vegas event, accelerating women's golf pushWELL POURTom Dundon's cost-cutting at Trail Blazers signals ownership regime shiftISABELLA'S ISLAYLA28 crosses $2 billion in Olympic sponsorship dealsHENRI IVMessi's Inter Miami becomes MLS's most valuable franchiseMACALLAN 1926MLS expansion to 28 teams, franchise fees rising sharplyLOUIS XIIISephora sponsors F1 Academy rookie driver and Canadian Grand PrixPAPPY 23Visa renews multi-year sponsorship with Red Bull and Racing BullsJOHNNIE BLUESaudi Arabia sponsoring LPGA Las Vegas event, accelerating women's golf pushWELL POURTom Dundon's cost-cutting at Trail Blazers signals ownership regime shift
Showing 7 stories
ISABELLA'S ISLAY Sponsorship & Kit May 17, 11:02 PM EDT
Los Angeles Olympic Games
MSN Sports ↗

LA28 crosses $2 billion in Olympic sponsorship deals

The Los Angeles Olympic Games has achieved over $2 billion in sponsorship commitments, more than two years before the 2028 event.

ReadingThis rate of capital accumulation tells you LA28 has solved the venue problem and the political problem. The money chase is over.
WatchMedia rights negotiations for 2028 will anchor on that $2B figure as the new baseline for corporate spend.
Read full analysis → Original ↗
olympicssponsorshipla282028
HENRI IV Ownership Intelligence May 17, 11:02 PM EDT
Inter Miami CF
beIN SPORTS ↗

Messi's Inter Miami becomes MLS's most valuable franchise

Inter Miami has surpassed Los Angeles FC to become the most valuable club in Major League Soccer, driven by Lionel Messi's global impact and a 22% valuation increase.

ReadingMLS expansion fees will follow Inter Miami's valuation upward. Owners who locked in at $200M are now holding property worth $500M-plus.
WatchSacramento and St. Louis bidders will cite Inter Miami's value trajectory as justification for their expansion fees.
Read full analysis → Original ↗
mlsinter-miamimessivaluation
MACALLAN 1926 League Expansion May 17, 11:02 PM EDT
MLS
Fox Sports ↗

MLS expansion to 28 teams, franchise fees rising sharply

Major League Soccer Commissioner Don Garber announced the league's expansion plan to 28 teams with rising franchise fees and a formal deadline for bids from Sacramento and St. Louis.

ReadingThe fee increase is not arbitrary; it is priced to Inter Miami's new valuation. Every bidder knows what Messi is worth.
WatchSacramento and St. Louis presentations will happen within 120 days. One will be selected. One will not.
Read full analysis → Original ↗
mlsexpansionsacramentost-louis
LOUIS XIII Sponsorship & Kit May 17, 11:02 PM EDT
F1 Academy / Sephora
MSN Canada ↗

Sephora sponsors F1 Academy rookie driver and Canadian Grand Prix

Sephora has partnered with F1 Academy to sponsor a rookie driver and execute on-site activations during the F1 Canadian Grand Prix in Montreal.

ReadingFemale-focused motorsport sponsorships now attract consumer brands that would never touch traditional F1. F1 Academy just proved that vertical has its own media value.
WatchOther luxury beauty brands will monitor Sephora's activation metrics in Montreal and consider F1 Academy for 2026.
Read full analysis → Original ↗
f1-academysephorasponsorshipwomen
PAPPY 23 Sponsorship & Kit May 17, 11:02 PM EDT
Red Bull Racing / Racing Bulls
AutoEvolution ↗

Visa renews multi-year sponsorship with Red Bull and Racing Bulls

Credit card giant Visa signed a multi-year deal to remain a sponsor of both Red Bull and Racing Bulls in Formula 1.

ReadingSponsors renew quietly when they see returns. Visa's multi-year commitment to both Horner franchises is a data point on Red Bull's leverage with partners.
WatchIf Red Bull's performance drops in 2026, Visa's renewal cycle becomes the measuring stick for whether sponsors still believe in the brand.
Read full analysis → Original ↗
f1red-bullvisasponsorship
JOHNNIE BLUE Women's Sports May 17, 11:02 PM EDT
LPGA / Saudi Arabia
KTVB ↗

Saudi Arabia sponsoring LPGA Las Vegas event, accelerating women's golf push

The LPGA has secured a Saudi Arabian sponsor for its Las Vegas event, continuing the Kingdom's aggressive investment in women's professional golf.

ReadingWhen three or more capital sources converge on a single sport vertically, that sport's valuation floor just rose across the board.
WatchOther LPGA events will test their sponsorship pricing on the back of Saudi Arabia's commitment to the Las Vegas purse.
Read full analysis → Original ↗
lpgasaudi-arabiawomen-golfsponsorship
WELL POUR Ownership Intelligence May 17, 11:02 PM EDT
Portland Trail Blazers
Business Insider ↗

Tom Dundon's cost-cutting at Trail Blazers signals ownership regime shift

Portland Trail Blazers owner Tom Dundon is implementing aggressive cost-cutting measures across the franchise, departing from the typical NBA luxury lifestyle model.

ReadingWhen an owner replaces amenities with efficiency, the GM and coach are on notice that their job security is now tied to results, not goodwill.
WatchThe Trail Blazers' coaching hire this offseason will reflect Dundon's preference for proven systems over experimental hires.
Read full analysis → Original ↗
nbatrail-blazersdundonownership