Do you need a reminder of what’s been going on in sports business? Well, not to worry, I’ve got you covered! Sky Sports takes necessary strives to promote women’s sport actively. Rugby takes actions to combat sports integrity threats. There will be plenty more hockey available on ESPN, UFC259 Pay-Per-View (PPV) figures are out, and the NBA makes yet another lucrative partnership. 

Sky Sports join forces with the Women’s Sport Collective

The British broadcaster announced a partnership with the female sports network, Women’s Sport Collective, to leverage aspiring women to work in sport. This association has grown to own over 2,000 members under Co-founders Sue Anstiss and Kate Hannon. Each member commits to influencing change within the sports industry to enhance more inclusion in the sector. 

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The announcement couldn’t have come at a more convenient time than International Women’s Day earlier this week. Both parties values closely align to ensure every woman with aspirations to work in sport fulfils their potential. Sky Sports’ support to the cause means memberships to join the Women’s Sport Collective remain FREE. 

MLR makes a major move into the sports betting landscape

Major League Rugby (MLR) secured a lucrative partnership with sports streaming and data firm Genius Sports Group (GSG). GSG has obtained exclusive rights to capture, distribute and manage MLR’s official sportsbook data worldwide. 


Non-broadcasted MLR games will be live-streamed with GSG’s network of sports betting partners. GSG will also help combat betting-associated corruptions through 24/7 bet monitoring, educational workshops and model rules and regulations. 

This joint-venture proves a proactive initiative to manage regulated betting during MLR matches. 

The NHL and ESPN seal a broadcast deal for seven years

The National Hockey League (NHL) agrees on a new 7-year agreement with US TV Network ESPN. The details include the NHL hosting four Stanley Cup Finals between 2022-2028 alongside giving ESPN streaming rights for games on ESPN+. Financial terms are yet to be reported. 

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Another significant change in the NHL’s US broadcasting arrangements are due to come with ESPN forecasted to split their rights with another broadcaster. US media firm, NBC, are negotiating with the NHL about lengthening their relationship, which could be announced early next week. 

It’s currently unclear who ESPN could split their rights with. However, it’s anticipated that there will be heated competition between Fox and NHL to retain NHL content. 

UFC259 brings in 800,000 PPV buys 

Last weekend saw the UFC259 host three title defences between Israel Adesanya vs Jan Blachowicz, Amanda Nunes vs Megan Anderson and Petr Yan vs Aljaman Sterling. Sports Business Journal reported that 600,000 PPV were domestically bought across US territory alongside an additional 200,000 overseas sales. 


This card exceeded Adesanya’s last fight against Brazilian MMA fighter Paulo Costa, which acquired 700,000 PPV’s worldwide. Izzy’s gradually developing into an instrumental figure to build serious PPV numbers alongside an influential audience to follow his story. 

The NBA signs a ‘sweet’ confectionary deal

The National Basketball Association (NBA) announce a multi-year licencing and marketing partnership with confectionary giant Mondelēz International. Brands including Oreo cookies, Chips Ahoy!, Nutter Butter, and Ritz Crackers will create multiple products and promotions with the NBA and the Women’s NBA (WNBA), NBA G League, NBA 2K League and USA Basketball.  


Boston Celtics, Chicago Bulls, Golden State Warriors, Los Angeles Lakers, Miami Heat and San Antonio Spurs will push the first activation, which entails limited-edition NBA Dynasty, Oreo Cookies. The two brands are planning to offer fans a chance to win tickets to an NBA All-Star Game next year. 

The NBA joining forces with Mondelēz strengthens the league’s bonds with its growing communities by creating priceless moments for fans and families. 

That’s a wrap for the Sports Business Round Up! Sky Sports aim to take Women’s sport to new heights; how beneficial will MLR’s partnership with GSG prove to combat betting corruptions? Could the NHL reach new audiences through its extended ESPN partnership? Could Adesanya become the UFC’s new cash-cow? Plus, have the NBA proved themselves to be the most progressive sports league under their new deal?

To read more from our insight series and previous Sports Business Round Ups click here.

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