Closing Bell

Nike is entering professional lacrosse by signing a deal with the Premier Lacrosse League and its affiliated Women’s Lacrosse League to become the official apparel partner of both properties through 2028. The PLL, WLL and Nike negotiated the deal directly. Financial terms were undisclosed, but this will be the biggest jersey and apparel deal the league has ever done. Nike will redesign and produce new uniforms for every team along with sideline apparel and select fan merchandise for teams in both leagues starting in the 2026 season. Nike’s involvement also spells the end for Champion’s involvement as they have been the official sideline apparel partner for the leagues since 2021.

For Nike, this deal is an expansion into a sport it’s already deeply intertwined with. On top of selling lacrosse apparel at its own stores, the global sportswear brand recently signed on to become the global footwear and apparel partner for World Lacrosse, which is the international governing body for men’s and women’s lacrosse, through 2028. The global sportswear giant provides apparel and footwear for staff at WL championships. The PLL, on the other hand, is experiencing growth in a sport which is rapidly seeing increased participation on the youth level. Last year, the PLL’s Championship Series saw a 25% attendance jump and expanded its corporate sponsor roster to 30 brands, a jump from 18 sponsors the year before.

Todd Jacobs, GM of Nike Field Sports, said the partnership “reflects the momentum we’re seeing in one of the most dynamic sports in North America.”

The partnership doubles as a proving ground for Nike’s playbook in emerging sports, testing if its brand power can translate participation growth into sustained commercial traction for a still-developing pro ecosystem. The PLL’s regular season starts on May 8 while the WLL’s Championship Series continues on May 15.

Warriors G Stephen Curry topped the NBA’s jersey sale rankings for the 2025-26 season, while the Knicks led all teams in jersey and team merchandise sales. Lakers F Luka Doncic, Knicks G Jalen Brunson, Spurs C Victor Wembanyama and Lakers F LeBron James rounded out the top five. Six of the NBA’s top players are 25 or younger. Mavericks F and last year’s first overall pick Cooper Flagg was the only rookie in the top 15, placing ninth. The Lakers, Celtics, Warriors and Spurs finished out the top five in team sales (NBA).

The NBA also shared viewership data across its social media platforms for the 2025-26 season, noting that James was the most-viewed player, with Wembanyama, Doncic, Curry and Nuggets C Nikola Jokic placing in the top five. Thunder G Shai Gilgeous-Alexander and Rockets F Kevin Durant joined the top five as the only players to top 1 billion views (NBA).

NEW YORK -- As the WNBA was working through uncertainty on the labor front, it was largely business as usual for the league’s sponsorships team. Typically, WNBA CGO Colie Edison said, most of the league’s sponsorship deals take 12-18 months, from initial conversations to contracts being finalized.

On Monday, the league and Mars announced a multi-year deal, completed in-house, making the M&M’s brand the WNBA’s official chocolate sponsor in a newly created category.

“If you’re in this industry, you know the highs and lows that come with a CBA negotiation,” Edison told SBJ from the site of the 2026 WNBA Draft. “For me, my job was to keep our partners as informed as they needed to be, but also giving them the sense of confidence that this was going to get done. Because we all knew it was going to get done.”

Talks came down to the wire before a new CBA between the union and the league was struck on March 20.

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Russian and Belarusian athletes “will be able to don their national colors again in World Aquatics events” as the global governing body announced Monday that “its ‘Guidelines for Athlete Participation in Aquatics Events During a Period of Political Conflict’ will no longer apply to senior Russian and Belarusian athletes following a decision by the World Aquatics Bureau.” With European Aquatics following World Aquatics’ guidelines last year, Russian and Belarusian swimmers are “expected to be eligible to compete at the 2026 European Aquatics Championships in Paris.” World Aquatics said that Russian and Belarusian athletes “will need to pass at least four successive anti-doping tests and have background checks completed by the Integrity Unit (AQIU) before being cleared to compete” (SWIMSWAM, 4/13).

The decision by governing body World Aquatics “marks a major shift in how a key sport treats Russia” ahead of the 2028 L.A. Olympics and prompted condemnation by Ukraine. Ukraine Minister of Youth and Sports Matvii Bidnyi condemned the decision. Bidnyi said, “Returning the flag to a country that disregards and systematically destroys these rules is a wake-up call for the entire sports community” (AP, 4/13).

The Galaxy have hired Jessica Jacobi from ski resort and lifestyle brand Aspen One to serve as their new CMO, signaling a push toward a more data-driven approach to the AEG-owned club’s fan acquisition and engagement strategy. The role is Jacobi’s first in professional sports after spending the past 14 years in marketing at Aspen One, which owns the Aspen Snowmass ski resort, a collection of additional hospitality properties and an apparel brand. As VP/Marketing, Digital & E-Commerce, she led performance marketing, e-commerce strategy, and guest experience initiatives.

“In many ways selling ski passes has a lot of similarities with selling season tickets,” Galaxy President & COO Tom Braun said. “With ski passes, you’re selling someone on this idea of coming skiing without knowing if there’s even snow. So, I think it’s a unique angle.”

Jacobi’s CMO role replaces the Chief Brand & Creative Officer position previously held by Will Misselbrook, who left the organization earlier this year to join Platinum Equity, the firm led by Pistons owner Tom Gores. Braun said the move reflects a desire to become more sophisticated in the use of data to build customer relationships. The Galaxy have been in a battle for soccer fans in L.A. since the arrival of cross-town rivals LAFC in 2018. After winning MLS Cup in 2024, average attendance fell 23% last season to 20,067 per match at Dignity Health Sports Park, the team’s lowest mark since 2002 (excluding the COVID-impacted 2021 season).

Jacobi will report directly to Braun. She joins an executive leadership team that also includes CRO Urel Martinez, as well as recently promoted SVP/Ticket Sales & Service Ashley Hall and SVP/Communications & Community Impact Jamie Alvarez. Excel Search & Advisory (formerly Nolan Partners) led the search. It marks the second time in two years the firm has tapped Colorado’s ski industry for a Galaxy hire, following Alvarez’s move from Vail Resorts.

Formula 1 insists that the sport “will not be racing in India next year” despite a claim from an Indian government minister on Monday. F1 raced at the Buddh International Circuit, 30 miles outside New Delhi, from 2011-2013. The event then “fell off the calendar due to a tax dispute between the FIA and the regional government.” While this remains the “biggest obstacle to F1 returning to India,” Indian Sports Minister Mansukh Mandaviya declared publicly that the sport “will make a comeback at the same track next year.” On Monday, Mandaviya claimed: “There will be an F1 race in India in 2027. This is 100% happening.” An F1 spokesperson said, “While India is a valuable market for Formula 1’s continued growth with an amazing passionate fanbase, we won’t be racing there in 2027” (London INDEPENDENT, 4/13).

Mandaviya said Monday that India is “working on removing tax hurdles to ease Formula 1’s return.” Mandaviya said, “It will take another six months to work out the modalities. The government will help in getting tax relaxations that had become a bone of contention so that it is a viable venture for the organizers.” He added, “Given the global situation due to the ongoing Iran war, India is being seen as a safe and viable venue for sporting events, including F1. We plan to have a MotoGP event before F1 returns. The Federation of Motor Sports Club of India is in talks with Formula 1 right now -- we will be facilitators.” It costs about $50M-$70M in hosting fees for a grand prix. India’s richest business conglomerate Adani Group is “exploring opportunities to acquire the BIC and adjoining Jaypee Group businesses, and could spur the movement to bring F1 back to India” (AP, 4/13).

A number of L.A.-based team PR execs are set to be honored at the third annual Communicator Awards on May 28, recognizing their efforts in player relations, team storytelling, corporate strategy and community engagement. The event, put on by the Saban Community Clinic, will honor Angel City VP/PR Lisa Milner Goldberg, Chargers SVP/Communications & Brand Messaging Josh Rupprecht, Clippers Chief Communications Officer Chris Wallace, Clippers VP/Communications Dennis Rogers, Dodgers VP/Communications Jon Weisman, NHL Kings SVP/Broadcasting, Communications & Content Michael Altieri, Rams VP/Corporate Affairs Joanna Hunter and Rams VP/Communications Artis Twyman. In addition, AEG VP/Corporate Communications Michael Roth will receive the Career Achievement Award. The event, which will have the theme “Communicators Celebrate L.A. Sports,” will take place at Amazon Studios in Culver City, with CBS News L.A. sports broadcaster Jaime Maggio serving as host.

GivenGain announced an agreement with Chicago Event Management to serve as the official fundraising platform for the Bank of America Chicago Distance Series, including the Bank of America Chicago Marathon, which is part of the Abbott World Marathon Majors. GivenGain powers fundraising for endurance events in more than 30 countries and is the fundraising platform for the official charity program of the Bank of America Boston Marathon (GivenGain).