Closing Bell

Mexico and South Africa opened the 2026 World Cup Thursday afternoon at Mexico City Stadium. Fox analyst Landon Donovan said, “This place was packed three hours before the game. When we arrived at 7am, there were thousands and thousands of people waiting to get in. Mexico has been waiting for this moment for a long time.” A minute into the match, Fox’s Ian Darke remarked on the crowd, “What an atmosphere.” Donovan added, “I’ve been here a number of times, Ian. I’ve never seen it like this” (“Mexico-South Africa,” Fox, 6/11). Fox Sports host Jules Breach said, “This place is full” (“FIFA World Cup Live,” Fox, 6/11).

The opening ceremony in Mexico featured “beautiful costumes – including indigenous inspired garb and futuristic, almost cosmic, gold and silver outfits – a giant World Cup with some fireworks.” A pair of life-sized Labubus dressed in FIFA gear “mess around a bit, then pull out a World Cup plushie” before introducing musician J Balvin (CNN.com, 6/11). Shakira sang the official World Cup song, “Dai Dai” with Burna Boy (ESPN.co.uk, 6/11). The show began with a “production inspired by Mexico’s ancestral heritage,” featuring a “giant golden sphere that symbolically transformed into the World Cup trophy, accompanied by a welcome message to the world delivered in both Spanish and English.” Following the performance by Shakira and Burna Boy, there was a “fireworks display in the colors of the Mexican flag” (USA TODAY, 6/11).

The opening game comes amid a “backdrop of protests around the capital” (REUTERS, 6/11). Dozens of police officers “formed a blockade” as protesters over the 130,000 missing people in Mexico “arrived at the secured area” outside the stadium. Some protesters threw “flower petals at the police.” Mexican President Claudia Sheibaum, who had previously said she would watch the game with fans at the Zócalo fan fest in downtown Mexico City, “decided not to attend” the event. Unlike at past World Cups, the full squads of both teams came “out on the field for the national anthems” (AP, 6/11).

Actress Salma Hayek “delivered the World Cup trophy” before the opening ceremony, standing next to FIFA President Gianni Infantino. Before the game kicked off, flags for all 48 participating countries were marched onto the field. Rain is “expected in Mexico City today,” including a “chance for storms during the opening match” (NBCNEWS.com, 6/11).

Fox Sports will be taking a hybrid approach to what fans see on-screen for hydration breaks during FIFA World Cup game telecasts, sources tell SBJ. When Fox is addressing “editorial” moments during hydration breaks, sources said there will be a picture-in-picture approach. An example would be one camera on Fox play-by-play announcer John Strong or analysts, with another picture showing what players are doing on the field during the break.

However, Fox will also be deploying some full-screen commercials and promos during the hydration breaks. Those full-screen ads could be lucrative for the network, as World Cup matches have never before had hydration breaks to provide commercial opportunities.

The first three-minute hydration break of the tournament came with just over 24 minutes gone in Thursday’s Mexico-South Africa match. Fox’s Ian Darke introduced the break by saying, “This hydration break is powered by Powerade.” The net then cut to a full-screen commercial break featuring ads from AT&T, Michelob Ultra, Lowe’s and FanDuel, as well as an in-house promo for Friday’s U.S.-Paraguay match.

Telemundo opted against any full-screen ads during hydration breaks on its Spanish-language World Cup telecasts, but the network told SBJ there could be some commercial elements incorporated into a picture-in-picture approach.

On this week’s Sports Media Podcast, SBJ’s Alex Silverman gives a detailed preview of the plans to cover the World Cup.

Univ. of Florida has unveiled its record-setting $1.45B renovation of Ben Hill Griffin Stadium, with UF Board of Trustees Chair Mori Hosseini announcing Thursday that they would be “taking the final steps” toward advancing the renovation’s planning and development later that day. The full project is expected to go before the university’s BOT “in September for final approval.” Once the full project is approved, “additional details will be given.” The renovation, which is expected to “span multiple phases over a four-year period,” is “targeted for completion ahead of the 2030 season” with the project “set to begin after the 2026 season.” The process will “require multiple constructions during that timeline.” It has yet to be determined whether construction “will temporarily reduce seating during the renovations.” Certain areas “may be temporarily modified” throughout the construction process during specific phases of the project (GAINESVILLE SUN, 6/11).

The project is the “most expensive renovation” in college sports history. It is being funded “through a combination of private giving, capital reserves, projected-generated revenues, financing mechanisms, including long-term debt” through the approval of the Florida BOG (GAINESVILLE SUN, 6/11).

The overhaul of the stadium “is vast and ambitious,” but aims to maintain the current capacity of 88,548 “while preserving the spirit of the Swamp.” It also aims to “maintain the Swamp’s historic character, including orange Wing Walls and the close fan-to-field experience at a stadium ranked 10th in attendance over the past five years.” Approaching his 10-year anniversary in November, Florida AD Scott Stricklin is determined to ensure the centerpiece of UF’s campus “remains among the sport’s premier venues and top money makers well into the future” (ORLANDO SENTINEL, 6/11).

0 of 3

The office of Texas Attorney General Ken Paxton sent a formal letter to the Big 12 on Thursday on behalf of Texas Tech, stating that any sanctions imposed by the conference against the school regarding QB Brendan Sorsby “would be considered ‘unlawful’ and met with legal action.” The letter also states that “any sanctions resulting in ‘cancellation, forfeiture or alteration of Texas Tech’s as-scheduled games’ would represent a breach of contract by the Big 12,” and that any sanctions “disrupting the football program’s ticket commitments or commercial partnerships could lead to claims of tortious interference.” Texas Tech Board of Regents Chair Cody Campbell on Wednesday said that the school was “prepared to pursue legal action if schools or conferences collectively agreed not to play the Red Raiders” (THE ATHLETIC, 6/11).

Yahoo Sports’ Ross Dellenger notes attorney Jeffrey Kessler sent to the Big 12 a letter “detailing potential legal action if the league sanctions” Sorsby or Texas Tech and “requests the conference preserve all documents for possible discovery” (X, 6/11).

Big 12 Commissioner Brett Yormark issued a statement that reads, “Shortly before the start of today’s Big 12 Executive Board meeting, the Conference received a letter from the Texas Attorney General’s office notifying the Conference of potential legal action from Texas Tech if the Conference pursues certain actions under its Bylaws. We are taking time with our legal counsel to understand the concerns of the state and will meet again with the full Board next week” (SBJ).

Meanwhile, sources indicated that the Big Ten is “not expected to implement a mandate that would prohibit schools from scheduling Texas Tech.” Big Ten ADs were scheduled to meet with Commissioner Tony Petitti later Thursday. Some in the conference “wanted to consider a league-wide ban on playing the Red Raiders across all sports.” Sources said that the Big Ten plans to “continue to let schools handle those decisions on their own” (THE ATHLETIC, 6/11).

Liechtenstein’s Alexander Ospelt “beat” incumbent Johan Eliasch “by one vote” on Thursday in the election for International Ski and Snowboard Federation president. Eliasch “polled 64 votes to Ospelt’s 65 with no abstentions.” Some of the larger ski nations have “questioned FIS’ spending priorities and the direction of the federation under Eliasch’s leadership, with the president seeking to centralise the sport’s commercial rights.” Eliasch will “lose his membership” of the IOC as a result of the vote (REUTERS, 6/11).

The X Games League’s team sale efforts continue, with private equity executive Allen Thorpe acquiring the teams representing L.A. and Park City. L.A. was previously announced for the XGL’s upcoming summer competition, while Park City has now been revealed as a winter team.

Financial details were not announced, though the league has indicated Thorpe acquired the teams in an eight-figure deal, similar to the sale of the pair of New York teams to Una Sports Group last month. Moelis is managing the league’s team sale efforts.

Thorpe, investing through his Pipedream Capital, was a partner at PE firm Hellman & Friedman. He previously cofounded NIL collective Lifetime Cardinal for alma mater Stanford, where he played soccer.

The X Games League has yet to reveal the buyers of summer teams for São Paulo and Tokyo, or which two markets will join Park City and New York for the winter competition that debuts next year. Title sponsor Moonpay has an option to acquire one team in each league.

Read More >>>

Liberty National Golf Club has signed its fourth NIL agreement with an up-and-coming female golfer, inking a deal with 16-year-old Aphrodite Deng. Liberty National also has NIL deals with LPGA pros Megha Ganne and Yana Wilson, as well as Kiara Romero, the No. 1 amateur in the women’s game. Liberty National also reps Miles Russell, the top amateur on the men’s side.

Deng finished T17 in her debut in the U.S. Women’s Open last week at L.A.’s Riviera Country Club. Liberty National has had a strong connection with the women’s game in recent years, hosting the LPGA’s Mizuho Americas Open. Deng won the junior AJGA competition at the Mizuho Americas Open in both 2025 and 2026. Deng, born in Canada, has lived in Short Hills, N.J., about 20 miles from Liberty National.

Dan Fireman, the co-founder and executive chairman of Liberty National, in a statement said the club “always believed that investing in young people is one of the best ways to invest in the future of the game.” He added, “Aphrodite is exactly the kind of young player we want to support.”

Deng is repped by Katie Harlow and Jon Heaton from Excel Sports Management. She has other deals with Malbon Golf and Golf Canada.

Esports operator Blast signed a deal with Match, the premium sports experience firm. While Blast did not disclose financial terms, it did say it’s a one-year deal. No outside agencies played a role in this deal.

Match will handle premium fan travel and commercial opportunities for all of Blast’s esports events, beginning with Premier Hong Kong Rivals in November. This is one of the top spots on its Counter-Strike circuit this season.

Last year, Blast sold 194,421 tickets to its events. Adding Match enables it to take advantage of the firm’s experience in premium product development, production, marketing, sales and service, as esports operators continue seeing a growing market for premium experiences at events.

In addition to working with FIFA on the World Cup from 2010-2022, Match has handled experiences for the Ryder Cup, F1 and ATP events.

Read More >>>

MLB Players, Inc., the business arm of the MLBPA, has partnered with Athletes First. As part of the agreement, Athletes First will work with MLB Players, Inc. to identify, develop and sell brand partnerships across a newly created portfolio of jointly produced content initiatives for sports fans and content consumers. The collaboration gets under way this month with the release of “Werth Talking About,” a Philadelphia-based video podcast series hosted by Phillies legend and former MLBer Jayson Werth. Athletes First will apply a similar content and sales model to what it developed for “Exciting Mics,” the Philadelphia sports podcast featuring Eagles CB Cooper DeJean and Texans S Reed Blankenship (Athletes First).