Closing Bell

DoorDash is the latest American company to sign on as a sponsor of the 2026 FIFA World Cup in the U.S., Canada and Mexico, according to multiple sources. FIFA is expected to formally announce the agreement next week.

It’s unclear which tier of FIFA’s corporate partnership structure DoorDash will slot into, but the deal likely represents a mid-to-high eight-figure investment by the S.F.-based meal delivery company. Industry sources estimated top-tier FIFA “partners,” who sponsor all the global governing body’s events, pay between $150M and $200M for a four-year cycle. For brands like DoorDash sponsoring just the 2026 World Cup, it is believed second-tier “sponsor” rights run between $80M and $100M, while third-tier “supporter” rights cost between $35M and $50M.

DoorDash has been active in the sports sponsorship space over the past few years. On the soccer front, the brand is a league-level partner of MLS, the front-of-kit partner for NWSL club Angel City FC, a top-level sponsor of LAFC and a recent sponsor of the Mexican national team. The delivery service is also an NBA sponsor, and SBJ reported last month that the delivery service is in talks with TKO Group about a marketing tie-up. DoorDash’s top competitor, Uber Eats, has sponsorships with the NFL and the LA28 Olympic and Paralympic Games.

According to its most recent budget, FIFA expects to generate $1.8B in marketing revenue in 2026 that is almost entirely associated with the World Cup. So far, the governing body has officially announced seven top-tier “partners,” eight second-tier “sponsors,” five third-tier “supporters” and a “supplier” agreement with American Airlines. Sponsors are expected to begin activating in earnest in conjunction with the World Cup draw in D.C. on Dec. 5.

NFLPA Chief External Affairs Officer Liz Allen will step down from her position effective Dec. 1, creating a new senior vacancy at the union as it continues to search for a new executive director.

Allen is leaving after fewer than eight months. She’ll be taking a “senior role in the technology sector,” which is an “exciting new opportunity that came her way unexpectedly,” according to an email to staff sent Friday by NFLPA interim Exec Dir David White and obtained by SBJ. In his letter to staff, White praised Allen’s service. “We are deeply grateful for Liz’s tireless efforts and steady leadership during a pivotal time for our organization,” Write wrote. “Her work this past summer was instrumental in helping us navigate transition and in laying a strong foundation for the future.”

Allen joined the union on April 7, replacing longtime spokesman George Atallah. Allen’s short tenure coincided with a historically challenging period for the NFLPA, which saw Exec Dir Lloyd Howell Jr. resign in July after a series of scandalous disclosures about the union’s handling of high-stakes matters and alleged personal malfeasance.

A source familiar with internal union matters said Allen handled the turmoil effectively and “equipped and empowered” staff to better serve players. This source said they believe Allen’s departure should not be seen as a lack of faith in the union, but rather the allure of the new opportunity in California. Allen declined to comment.

Cowboys owner Jerry Jones said it “doesn’t surprise me that you could have some issues” between the Mavericks and Stars, who are embroiled in a legal battle over their franchise agreement. Jones, appearing on KRLD-FM in Dallas, said, “You have to really be coordinated for two sports teams to share a common arena or common stadium, and it takes an extra team player to be a part of that.” Jones said the Cowboys “have not at all” had any conversations regarding the Stars joining the Cowboys in Frisco with a new arena (DALLAS MORNING NEWS, 11/14).

Front Row Motorsports and 23XI Racing are “asking the court to not allow” NASCAR to put team owner Rick Hendrick on the witness stand as his “schedule is not agreeing to a date” for his deposition. U.S. District Judge Kenneth Bell is “ordering Hendrick to find time for deposition.” Hendrick and Penske were ordered by Bell earlier to subject themselves to an oral deposition in advance of the antitrust trial. The two teams have “accused NASCAR of ‘sandbagging’” the participation of Hendrick and team owner Roger Penske by “doing so a month before the trial and after the close of fact discovery.” NASCAR filed a response to 23XI and Front Row’s motion to have Hendrick blocked from the witness stand, saying that Hendrick can give his deposition “during the first week of the trial.” NASCAR wants Hendrick to testify on their behalf and are “pushing back on the two teams’ ask to not allow it since they cannot seem to get a oral testimony in advance of the trial” (MOTORSPORT, 11/14).

USC AD Jennifer Cohen said the university “remains aligned in our stance that our fiduciary obligation” to USC “demands we thoroughly evaluate any deals that could impact our long-term value and flexibility, no matter the short-term benefit.” In her State of Troy newsletter, Cohen, addressing the investment deal proposed by the Big Ten, said the $2.4B in the deal would be “unevenly distributed to members and create a tiered revenue distribution system moving forward.” She also addressed non-conference football scheduling, writing that “intentionally making our road to the CFP significantly more difficult than our Big Ten peers does not align with our goal to win championships.” Cohen noted last year’s national champion, Ohio State, played all three nonconference games at home in Weeks 1-3, and an additional road trip in the middle of conference play “may have stressed their roster beyond its limits or cost them a third defeat and eliminated them from playoff contention” (USC Athletics). USC wants to play its rivalry game with Notre Dame “Weeks 0-3 and Notre Dame wants to play it later in the season.” It’s been a “point of contention” (X, 11/14).

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