- Genius Sports signed a multiyear deal with Liga MX, providing a suite of technology that will touch advertising, broadcasting, coaching and officiating for the league and its 18 teams.
- SBJ’s Austin Karp writes about Nielsen’s pilot program in February aimed at improving measurement around co-viewing of big events, with the results showing a 4.19% lift to Big Data viewership.
- Premier League club Aston Villa reached a sponsorship deal with Sports Illustrated Tickets. The 12-year agreement, which includes both physical and digital fan activations, makes the company the club’s “official fan experience” sponsor starting with the 2026-27 season.
- The USTA signed Oura to a wide-ranging sponsorship that designates the wearable tech provider as the “official wearable fitness device” of both the U.S. Open and USTA Coaching for the next five years, my SBJ colleague Rob Schaefer reports.
- Harbinger Sports Partners, the private equity firm that recently closed the first $466 million of its debut fund, is close to making its first franchise investment in one of what it calls the “big three” leagues: MLB, NBA and NFL. Read more from my SBJ colleague Joe Lemire.
- Lemire also writes that the SEC is introducing its own version of the automated ball-strike challenge system on experimental basis for every game at the SEC baseball tournament in Hoover, Ala., beginning May 19.
- Schaefer also notes that AI-powered legal services platform Harvey AI continued its recent spree of sports sponsorship deals by signing the Valkyries, Warriors and Liberty to multiyear pacts.
- Betterguards, a maker of advanced ankle braces, acquired the IP of Nextiles (one of SBJ Tech’s Most Innovative companies in 2023), a smart fabric firm, to advance the understanding of injury prevention, notes Lemire.
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