Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.
PERSONNEL
MSG Sports and MSG Entertainment Name Doug Jossem as EVP
Madison Square Garden Sports Corp. and Madison Square Garden Entertainment Corp. have named Doug Jossem as executive vice president, global sports and entertainment partnerships. Jossem will develop and lead the global partnerships business. In addition, he will support sales efforts for MSG Networks, which is also part of the MSG Family of Companies through Sphere Entertainment Co. In this role, Jossem will collaborate with business leaders across the MSG Family of Companies to align global partnerships strategies with business objectives, driving a multi-channel approach focused on delivering growth through both new and existing partners. Jossem joins MSG from Walmart, where he served as head of food for Walmart Connect.
FairPlay Sports Media Names New COO and CFO
FairPlay Sports Media has named Jerome Underhill as chief operating officer and Andrew Smith as chief financial officer. Underhill will be tasked with bringing innovation to the various brands under the FairPlay network. Smith will be tasked with driving growth at FairPlay Sports Media. Underhill progressed through senior roles at Xandr, Microsoft’s advertising and analytics subsidiary, most recently acting as its GM International following its acquisition. Smith served most recently as Playtech’s chief financial officer, where he oversaw major financial growth at the multinational organization.
Chicago Bears Hire Laura Anderson as SVP of Administration and CFO
The Chicago Bears have named Laura Anderson as senior vice-president of administration and chief financial officer. She joins the Bears after most recently serving as the CFO and treasurer of the the Big Ten Conference, overseeing financial operations and strategic planning. Anderson’s role with the Bears will encompass oversight of all financial, accounting and information technology operations involving the organization. Prior to joining the Big Ten Conference, Anderson supported ESI Consultants as a senior financial consultant, leading the internal operations of the firm, beginning at the startup level.
FloSports Appoints Seth Hart as SVP of Integrated Partnerships
FloSports has named Seth Hart as senior vice president of integrated partnerships. As part of this role, Hart will serve on the FloSports senior leadership team to help steer the company’s strategic direction. Hart’s first focus will be on expanding partnership opportunities for advertisers. Hart will also explore new ways to amplify and monetize FloSports owned and operated events. Most recently, Hart served as global SVP at Footballco in London, where he played a role in scaling the company’s global media, content and sponsorship business.
PARTNERSHIPS
USA Gymnastics, Comcast Announce Multiyear Partnership Renewal
USA Gymnastics announced Comcast will continue to have its Xfinity brand serve as the organization’s official Internet, Mobile, and Video provider through 2028. Comcast will sponsor USA Gymnastics National Teams along their journeys through the LA 2028 Olympic Games. As part of their partnership, the U.S. men’s and women’s artistic gymnastics national championships will continue to be titled Xfinity U.S. Gymnastics Championships through 2028, with the 2025 Xfinity U.S. Gymnastics Championships set for Aug. 7-10 in New Orleans.
Charlotte Hornets Expand Multiyear Partnership With Novant Health
The Charlotte Hornets and Novant Health, the team’s official healthcare provider, have unveiled an expanded multiyear partnership under which Novant Health will become the official naming rights partner for the organization’s new performance center. As part of the project, Novant Health Orthopedics & Sports Medicine will open to the public a new clinic in Uptown Charlotte. The Novant Health Performance Center project, scheduled to begin construction this week, will feature more than 160,000 total square feet of space for training and performance, administrative offices, retail, orthopedic and sports medicine care once completed. The performance center will include more than 100,000 square feet dedicated to practice, training and recovery spaces for the Hornets and will be home to the team’s business operations and administrative offices.
El Mexicano Brand Now Official Partner of Mexican National Soccer Teams
The Federación Mexicana de Futbol and Soccer United Marketing, the commercial arm and partner of Mexico’s annual U.S. tour for more than two decades, have entered into a multiyear partnership with El Mexicano Brand. This collaboration brings together El Mexicano Brand and the Mexican national soccer teams. As the official dairy sponsor, El Mexicano Brand will be part of both MexTour and MexTour W, which features the Mexican national men’s and women’s teams competing in cities throughout the U.S.
Twins and Progressive Insurance Reach Naming Rights Deal
The Minnesota Twins and Progressive Insurance have reached a multiyear deal for naming rights to the club’s direct-to-consumer streaming and television broadcast platform, Twins.TV, produced and distributed by Major League Baseball. Twins.TV Presented by Progressive will be available on similar cable, satellite and multichannel video providers in which Twins baseball has been carried previously, including the 21 carriers currently under contract. Beyond the naming rights and corresponding digital assets for Twins.TV, Progressive will also receive select signage placements inside Target Field.
Devin Williams Promotes Beard Club in Wake of Changed Yankees Policy
Beard Club announced a collaboration with New York Yankees closer Devin Williams to promote the craft of beard grooming. The partnership comes after the Yankees recently relaxed their personal appearance policy, allowing players to sport “well-groomed beards” for the first time in nearly 50 years. Williams was among the players who advocated for a change to the policy. As part of the partnership, Williams and and the company are teaming up on a series of social media posts showcasing beards.
11th Hour Racing Expands Partnership With Pro Sailor Francesca Clapcich
11th Hour Racing has expanded its partnership with professional sailor Francesca Clapcich, strengthening its title sponsorship as she embarks on a campaign to become the first woman from either the United States or Italy to compete in the 2028 Vendée Globe—the solo, nonstop, unassisted around-the-world sailboat race. If she completes the challenging event, Clapcich will make history as the first person to compete in sailing’s “Big Four”: the Olympics (2012, 2016), the America’s Cup (2024), The Ocean Race (2017-18, and a historic win in 2022-23 as the first Italian to lift the trophy) and the Vendée Globe.
Manchester City Announces Global Partnership With Viagogo
Manchester City has a new global partnership with ticket marketplace Viagogo. This multiyear agreement will see hospitality tickets from the club’s existing hospitality allocation for Manchester City men’s home fixtures and tickets for Manchester City Women’s fixtures made available directly on Viagogo’s platform. Each ticket listing will be marked with an “Official Partner” designation. Viagogo will also offer fans the flexibility to re-list their tickets if they can no longer attend in line with the terms and conditions of the sale.
Yankees, Sabathia Partner With Allergy-Relief Brand Xyzal
The New York Yankees have launched a partnership with Xyzal, an allergy-relief product. In a campaign that features former Yankees pitcher and allergy sufferer CC Sabathia, the partnership includes a social content series, a four-game in-stadium activation and other media outreach.
PRODUCTS
Nike and Togethxr Launch New Everyone Watches Women’s Sports Collection
Nike and Togethxr, the media and commerce company, are announcing their partnership to continue amplifying women athletes through storytelling and the launch of a new apparel collection. The Nike x Togethxr Everyone Watches Women’s Sports product collection is centered around Togethxr’s slogan, which aims to elevate the visibility, recognition and support of women athletes worldwide. The product collection features a soft, heavyweight cotton T-shirt built with comfort and fit in mind; a midweight French terry fabric hoodie; and an unstructured club cap with a mid-depth design. All items in the collection are available in two colorways: Off Noir, recalling the original dark Everyone Watches Women’s Sports T-shirt, and Sail, the first contrasting lighter shade bearing the Togethxr slogan.
PURCHASES
Two Circles Expands North American Presence With Vancouver Office
Sports marketing agency Two Circles has opened its newest office in Vancouver, another milestone in the company’s North American expansion. With this addition, Two Circles now has five offices across North America and 13 globally, said Matt Hoffmann EVP at Two Circles. Vancouver holds significance for Two Circles following the recent acquisition of Kore, a company that was born in Vancouver and has deep roots in the city. The expansion highlights Two Circles’ continued work with sports organizations, including the Calgary Flames, Edmonton Oilers, Montreal Canadiens and Ottawa Senators.
TGI Sport Acquires Engine Shop, IEG
TGI Sport announced the acquisition of Engine Shop, a U.S.-based experiential marketing firm, and sponsorship analytics company IEG. The businesses’ existing presence in North America provides an opportunity for global expansion of TGI Sport’s content creation division, TGI Sport | Wildcard. TGI said the purchases allow the company to improve its methodology for activations and sponsorships.
