Welcome to Sportico’s transactions wire, a weekly rundown of products, personnel, partnerships and purchases across the sports business industry.
PERSONNEL
Francesca Montini Appointed as AC Milan’s Chief Brand Officer
AC Milan has named Francesca Montini as chief brand officer. Reporting directly to CEO Giorgio Furlani, she will oversee the marketing, branding, communication, and content and digital departments. Before joining AC Milan, Montini worked across several markets considered strategic by the club, including Europe, the Middle East and the United States, collaborating with global brands such as Nokia, Nike, Ford, Jeep and Ferrari. Since 2017, she has risen through the ranks of responsibility at Ferrari, culminating with her appointment as chief communications officer in 2023.
Professional Triathletes Organisation Names Stuart Ramsey as CCO
The Professional Triathletes Organisation has named Stuart Ramsey as its first chief commercial officer. Ramsey has worked in soccer for The FA and Southampton Football Club and been head of brand partnerships at both the British Olympic Association and Socios.com. He joins the PTO from the Rugby Football Union, where he was instrumental in securing a £100m ($126.9M) naming rights deal of what is now known as Allianz Stadium in London last year.
PARTNERSHIPS
ViewLift Launches Root Sports Streaming App for Seattle Mariners
Streaming technology provider ViewLift announced the launch of the new Root Sports Stream app, which will deliver Seattle Mariners games and Root Sports programming directly to fans across the Pacific Northwest—with or without a cable or satellite subscription. The deal marks ViewLifts’ 11th agreement to provide streaming services for a U.S. pro team and its second in MLB. Root Sports Stream is a direct-to-consumer (DTC) and TV Everywhere streaming solution available at RootSportsStream.com and on iOS and Android mobile devices, Apple TV, Android TV and Amazon Fire TV. The App (which is priced at $19.99 per month) will be coming soon to Roku, with further device releases planned.
USA Track & Field and NBC Extend Media Rights Deal
NBC Sports will continue to present USA Track & Field’s most prestigious events on NBC and Peacock through 2028, as USATF and NBC Sports agreed to a multiyear extension of their partnership. Every year until 2028, NBC Sports will present USATF’s top indoor and outdoor events on NBC. Peacock will stream all linear content as well as additional digital-only USATF programming. NBC Sports’ commitment to USATF properties such as the USATF Indoor and Outdoor Championships—as well as invitational events such as the Prefontaine Classic and Millrose Games—is in addition to its coverage of the 2028 U.S. Olympic Trials and Los Angeles Olympics.
Atlanta Drive GC Adds Luke Bryan as Limited Partner
Country singer Luke Bryan has been added as a limited partner of the Atlanta Drive GC ownership group. He joins a group of LPs that also includes Luke Combs, Chipper Jones, Matt Ryan and Ryan Seacrest. The Atlanta Drive GC competes in the TGL.
J.Crew Enters Into Multiyear Partnership With U.S. Ski & Snowboard
J.Crew and U.S. Ski & Snowboard have entered into a three-year partnership, making J.Crew the organization’s Official Lifestyle Apparel Partner. U.S. Ski & Snowboard is a nonprofit that oversees the 10 national ski and snowboard teams. J.Crew will have a presence across a wide range of U.S. Ski & Snowboard events, including alpine, cross country, freeskiing, snowboarding, para alpine and more.
Clif Bar Named Official Energy Bar of the Boston Marathon
Clif Bar, owned by Mondelez International, will serve as the Official Energy Bar of the Boston Marathon. Kicking off the three-year partnership in the lead-up to this year’s 129th Boston Marathon, Clif Bar has donated 10 race bib numbers to runners who came within 10 seconds of this year’s qualifier cut-off time. Near the finish line, the company will offer exclusive merchandise and community programming, including guided runs, recovery support, race day fuel and bespoke events.
Texas Rangers and DirecTV Announce Sponsorship
This MLB season at Globe Life Field during Texas Rangers games, there will be DirecTV signage and messaging in various places in-stadium as part of a sponsorship deal, including on the video board, on the LED ribbon boards and on IPTV programming throughout the venue. Meanwhile, both DirecTV residential and commercial customers will have access to Rangers Sports Network across the five-state team territory.
Washington Spirit and CVS Health Expand Multiyear Partnership
The Washington Spirit and CVS Health announced a three-year partnership renewal, solidifying CVS Health as the Official Health & Wellness Partner of the Washington Spirit. This agreement represents a multimillion-dollar investment in the club and women’s sports). As part of the partnership, CVS Health’s logo will continue to appear on the front of the Spirit’s home and away kits, and CVS Health will support community health programs.
TCL Team Boxing League Launches Media Partnership With Merit TV
TCL Team Boxing League (TCL), the first professional boxing league with a team-based ownership model, has announced an exclusive global media partnership with Merit TV, the multiplatform TV network founded by Dr. Phil McGraw. Beginning April 4, Merit TV will air nine hours of TCL programming each weekend, featuring live bouts between 12 teams across four regional divisions representing major U.S. markets. Merit TV will also manage complementary distribution partnerships in the U.S. and worldwide. TCL’s 2025 season, its third, will launch at the Foxwoods Casino in Mashantucket, Conn., and feature teams composed of rising male and female talent alongside seasoned veterans. Competitors will face off across 12 different weight classes in 24 individual one-round contests, with team performance determining the overall winner. Merit TV’s coverage will begin April 4 at 9 p.m. ET across broadcast, cable, streaming, FAST platforms, and the network’s free app, Merit+.
GameChanger Named Live Streaming Partner for Nike Jr. EYBL
GameChanger, a youth sports app for live streaming, scheduling, statistics and scorekeeping, has been named the exclusive live streaming partner for the 2025 Nike Jr. Elite Youth Basketball League (EYBL) 7th- and 8th-grade circuit. GameChanger, part of Dick’s Sporting Goods, will stream events throughout the spring and summer. More than 230 professional players have competed in EYBL. Over the course of 12 events, GameChanger will provide live streaming and scorekeeping coverage for select games, delivering a free viewing experience for families, fans, coaches and recruiters.
PURCHASES
Playtomic Raises $70 Million in Funding to Accelerate U.S. Expansion
Playtomic, a community and platform for racquet sports, has finalized an investment round of $70 million, including equity funding and debt financing from Santander. The capital infusion will be utilized for Playtomic’s global presence, with a particular emphasis on the U.S., as well as with product and technology enhancements. The investment will fuel product development with a strong focus on enhancing player and club experience. The fundraise was led by Match Invest, an investment vehicle spearheaded by Félix Ruiz and the fund LFH (Luxembourg Finance House, owned by Frank Zweegers). Additional notable investors include funds Bonsai and Arconas and existing investors, GP Bullhound and FJ Labs. Playtomic has also obtained a $11 million debt facility from antander.
Good Good Golf Secures $45M Investment
Good Good Golf, the golf, media, and lifestyle brand announced a $45 million funding round led by Creator Sports Capital, a newly formed investment firm founded by Benjamin Grubbs and Brian Kabot. The round includes significant participation from Manhattan West Private Equity, Sunflower Bank, and Peyton Manning’s Omaha Productions. In addition, over 50 global investors have joined the round, many with a connection to the sport of golf. This capital will assist Good Good Golf’s global expansion across content, retail and live experiences.
