Sports Edge

ReadingWhen FIFA opens the books before the tournament even kicks off, it means the market has already moved past the last deal's ceiling.

ReadingA CEO does not volunteer a three-word denial unless the pressure to reverse course has reached boardroom level. He just told his own membership they can stop asking.

ReadingCincinnati stopped being a tune-up event the moment the purse stopped looking like a consolation bracket.

ReadingA Filipino player at No. 30 in women's tennis opens a category that sponsors in Manila, Bangkok, and Singapore have been waiting to fund.

ReadingHBCU hoops is hiring ex-players with name recognition to close the talent-funnel gap. It works if Ellis knows how to build a coaching staff.

ReadingWhen Nike and Unrivaled both execute batch deals in the same week, it means the cottage-industry phase of NIL is over. Category players are now operating at scale.

ReadingA fighter without an apparel deal before fight week is a fighter who knows his own market rate has moved up.