The World Cup is over. Spain has beaten Argentina 1-0 in extra time, the trophy has been lifted, and the largest World Cup in history has completed its 39-day run across the United States, Canada and Mexico. (AP News) Now Major League Soccer gets the ball. MLS throws nearly everything it has into capitalizing on … Read more
Andy, six sponsorship stories landed in one window and none of them are really about logos anymore. They’re about inventory. Somebody, somewhere, keeps finding real estate on a jersey, a broadcast, a loyalty account or a Games program that didn’t exist as a sellable asset a year ago, and selling it before the market knows … Read more
For a century, live sports offered you two choices. Be there, limited by geography, capacity, and price. Or watch it on a screen, with unlimited reach but never actually in it. Broadcast solved scale. It never solved presence. Nobody has closed that gap. Until, maybe, now. This week, a company called L1VE launched something it … Read more
Major League Baseball just did something fascinating: It banned teams from using dugout iPads for AI-powered, in-game strategy calls. Yes, you read that correctly. Those Apple tablets you see players and coaches huddled around between innings? It turns out that about one-third of MLB teams were using them to let AI influence decisions about substitutions, … Read more
When OpticOdds announced its integration with Perplexity Computer this week, the immediate reaction was probably something like: “Oh, another sports betting data partnership. Cool.” But if that’s where your analysis stopped, you missed the actual story entirely. This isn’t about sports betting. It’s about the wholesale restructuring of how enterprise-grade data reaches end users. Here’s … Read more
There’s an old rule in advertising: never let the client believe the product is more interesting than the story. Well, somebody forgot to tell soccer/futbol. Right now, the sport itself is starting to look like the product demo, and the AI running underneath it is starting to look like the star. Two stories landed this … Read more
Every four years, someone writes a nine-figure check to put their logo next to the words “World Cup.” This July, three guys pushing eighty got the same real estate for the price of a Spotify link. The Rolling Stones didn’t sponsor anything. They didn’t need to. They built their own tournament, borrowed the shape of … Read more
I stayed up late last night reading through the notes from a fascinating podcast conversation about FIFA’s financial transformation, and I’m still thinking about it this morning. Not because of the numbers themselves, though a jump from $7 billion to $13 billion in one World Cup cycle is certainly eye-popping, but because of what those … Read more
The most valuable thing about PEAK’s Future of USA SportsTech Report 2026 is not that it tells us what’s new. It tells us what now matters. SportsTech has moved from “look at this cool tool” to “show me the operating model, the data layer, and the revenue path.” Why This Report Lands Right Now Sports … Read more
Here’s a delicious irony for you: sometimes the best way to win attention is to be told you can’t have it. I’ve been thinking about the Levi’s Stadium debacle at the World Cup. You know, the one where FIFA forced them to cover up their branding. Instead of fading into obscurity, they turned that awkward … Read more
