Sports Edge

ReadingThis is how F1 justifies its $1.5B annual media rights floor. Sponsors do not buy eyeballs. They buy the seat next to the seat that matters.

ReadingA major fighter loses a major deal without a replacement waiting. That gap in sponsorship bandwidth signals either conduct liability or market doubt about his ability to drive needle.

ReadingA top-tier apparel brand is carving out dedicated budget for women's combat athletes. Category expansion, not legacy refresh.

ReadingA rising UFC fighter's total income now exceeds his disclosed fight purse. That gap is where the real negotiating power sits in the next contract cycle.

ReadingA franchise sitting at six picks has made peace with this season and next. Watch their free-agency moves in March.

ReadingNike's wall is permeable. For the first time in two decades, a Western athlete can choose a non-Nike, non-Adidas apparel partner and still grow revenue.

ReadingA market rumor about a star athlete's future sponsorship is only noise if nobody believes it. The fact Adidas is being named suggests Adidas is having conversations.