Morning Buzz

An “expected hundreds of thousands of visitors” to downtown Pittsburgh and the North Shore on Thursday will “begin to converge along the three rivers” for the 2026 NFL Draft, an opportunity officials have “capitalized on as a means to sell Pittsburgh to the world.” The draft campus on the North Shore and Point State Park “spans nearly 4 million square feet,” with the “dome-shaped NFL Draft Theater beside Acrisure Stadium along Art Rooney Avenue.” Attendees will “stand in the parking lot in front of it,” while a “select few will be seated under the stage’s yellow and blue neon lights.” Nods to Pittsburgh “stand out on the stage, with replicas of the city’s iconic yellow sister bridges and Andy Warhol-inspired pop art NFL Draft graphics playing on 1,300 LED video panels." Across the river at Point State Park will be the “site of a free fan festival called the NFL Draft Experience” (PITTSBURGH POST-GAZETTE, 4/22).

Visit Pittsburgh President & CEO Jerad Bachar said the city “modeled its estimate” of 500,000-700,000 over three days, or essentially 250,000 visitors per day. The Steelers have been “working with Visit Pittsburgh hand-in-hand” on the planning, and Visit Pittsburgh “visited Kansas City and Detroit to learn hosting best practices” for the event. The organization “also consulted with Philadelphia and Cleveland.” Steelers owner & President Art Rooney II added that it “could be the largest visitor event in the city’s history” (USA TODAY, 4/22).

ESPN is debuting new creative on Thursday ahead of the NFL Draft in a spot that locks in on the network’s recent acquisition of the NFL’s media assets, as well as its Super Bowl plans. The 30-second ad, “On The Clock,” has a distinct feel of the long-running “This is SportsCenter” campaign, but with a Super Bowl twist ahead of ESPN/ABC’s coverage of next year’s game.

ESPN talent including Joe Buck, Mike Greenberg and others are seated around a conference room table as NFL Commissioner Roger Goodell walks to a league-branded podium, at which point he announces, “With the 61st pick of the Super Bowl, the National Football League selects ESPN. You’re on the clock.”

Upon the announcement, the room erupts with celebration and Goodell hugs an ESPN mascot. He also delivers a comedic one-liner to a perplexed Buck: “Hey, congratulations on your first Super Bowl.” ESPN’s in-house studios team created the spot.

Patriots coach Mike Vrabel will not “be with the team for the third day” of the NFL Draft Saturday as he has “committed to seeking counseling, starting this weekend,” following the emergence of photos with him embracing NFL reporter Dianna Russini. Vrabel “plans to be with his family this weekend outside of Massachusetts.” Vrabel said that he “will still be in contact with the Patriots on Saturday for the final day of the draft,” but he “expressed confidence” in EVP/Player Personnel Eliot Wolf and VP/Player Personnel Ryan Cowden to lead the draft room. Eight of the Patriots’ selections are on the final day of the draft (ESPN.com, 4/22).

On this week’s pod, co-hosts Austin Karp and Josh Carpenter dive into the NFL Draft, which is trying to follow up on near-record viewership for 2025’s event. Staying on the NFL: Mike Tomlin has a new job, but not on the sidelines. And amid questions around its funding, where does LIV Golf go for its next media deal?

WTA CEO Portia Archer is stepping down from her role, WTA Chair Valerie Camillo announced in a note to WTA staff, members and other stakeholders Wednesday afternoon. The resignation is effective April 20 and in line with the end of Archer’s contract.

“Portia has made important contributions to our tournaments, our players, and the advancement of women’s tennis,” Camillo wrote in the memo. “Among her achievements, she expanded into new markets, championed player-first initiatives, enhanced safeguarding standards, drove technological innovation, and worked tirelessly to strengthen the WTA’s role in the broader tennis community.”

Archer, an SBJ Game Changer in 2018, joined the WTA in mid-2024, succeeding the now-retired WTA Chair Steve Simon after he split the organization’s once-dual Chair and CEO roles. Archer had previously made stops as COO of the NBA G League, SVP & GM/Direct to Consumer at NBC Sports Gold and VP/International Distribution, Digital & SVOD at HBO.

Camillo, who was hired to succeed Simon as WTA Chair late last year, said the WTA will provide an update on its leadership “transition plan” by mid-May. It is yet unclear if that plan will involve reorganization or outside hires.

The Illinois House on Wednesday greenlit a measure that would give the Bears “property tax certainty while also providing some property tax relief for homeowners” across the state -- the “first major legislative step toward ensuring the Bears stay in Illinois.” The House voted 78-32 to approve the proposal, which “still needs approval from the Illinois Senate.” The bill “would incentivize the Bears to build a domed stadium in Arlington Heights by negotiating payments in lieu of property taxes” based on assessments. It also “directs those funds toward property tax relief for homeowners” (CHICAGO SUN-TIMES, 4/22).

Illinois Rep. Kam Buckner, who sponsored the bill, “acknowledged more conversations are still to come about the Bears’ ask for public dollars for roads, utilities and site improvements in and around” the Arlington Park racetrack -- “as much as” $850M, by one estimate. The bill is also “silent about help for the Chicago Park District’s” $630M plan to “transform Soldier Field into a concert and event space if and when the Bears leave -- something city legislators may demand.” The Senate is in session next week, and while it is “believed the bill has an easier path in that chamber,” the latest version “contains significant changes from the 38-page bill filed some two months ago.” What is “new is a property tax relief sweetener aimed at getting more votes from legislators reluctant to give a break to big businesses without addressing the affordability concerns of average taxpayers” (Chicago DAILY HERALD, 4/22).

A top envoy to President Trump has asked FIFA to “replace Iran with Italy in the upcoming World Cup.” Sources said U.S. special envoy Paolo Zampolli “suggested the swap” to FIFA President Gianni Infantino and Trump, arguing that “Italy’s four World Cup titles justify awarding it the slot.” Sources added the plan was “an effort to repair ties between Trump and Italy’s Prime Minister Giorgia Meloni after the two fell out" amid Trump’s “attacks against Pope Leo XIV over the Iran war." But Iran issued a statement on Wednesday saying “it is prepared for the tournament and plans to participate.” The move to seek to replace Iran with Italy comes after Italy failed to qualify for the World Cup (FINANCIAL TIMES, 4/22).

The decision on which ⁠country would come in if the Iranian government withdrew the team “lies in the hands of FIFA,” which under Article Six of the World Cup regulations is “at liberty to call ​up any nation it chooses to fill the vacancy.” The Asian Football Confederation would be “expected to ​lobby hard for ⁠the replacement to come from Asia with the United Arab Emirates, who lost a qualifying playoff to Iraq last November, the obvious choice” (REUTERS, 4/22).

Ahead of the 152nd Kentucky Derby on May 2, Churchill Downs Inc. reported “record first quarter revenue” -- raking in $663M, an increase of $20M from the same quarter in 2025. The record-setting increase is “largely attributed to increased success of the Historical Racing Machines venues” the company has featured at facilities across the U.S. over recent years. The Louisville-based company earlier this week also entered a definitive agreement to acquire the Preakness Stakes and the Black-Eyed Susan Stakes for $85M (Louisville COURIER JOURNAL, 4/22).

CDI reported net income of $83M, up 8% from the first quarter of 2025; and EBITDA of $257M, up 5% YOY. In its live and historical racing segment, the company reported an 8.7% “increase in revenue compared with last year” to $301M and a 10.8% increase in EBITDA to $113M (BLOODHORSE, 4/22).

LA28 sold more than 4 million tickets in its first round of sales earlier this month, with a majority of the lowest-priced tickets being bought by L.A. and Oklahoma City locals. LA28 launched its sales in April with the first windows allotted for residents near the hosts (Oklahoma City hosts softball and some canoe events) before opening to those selected in a ticket draw. Organizers reported that 95% of tickets under $100 and 500,000 tickets at $28 went to local residents in the presale. LA28 has committed to selling at least 1 million tickets at $28 and around one third of its inventory under $100.

“The success of Drop 1 is about more than momentum -- it reflects LA28’s commitment to delivering a fiscally responsible Games that create a lasting legacy for Los Angeles and its communities,” CEO Reynold Hoover said in a statement.

LA28 will sell around 14 million tickets in total for the Olympics and Paralympics in two years. The first round of sales drew criticism for high prices and a 24% service fee. Also notable from the first drop:

• LA28 sold tickets to fans in 85 countries -- led by the U.S., U.K. and Canada -- and all 50 states.
• Artistic gymnastics sold through its first drop inventory the fastest.
• Women’s Olympic sessions outsold the men’s (93% to 88%).
• LA28 sold through its inventory for flag football, lacrosse, softball and squash -- sports it has added for its edition of the Games.

Fans who did not purchase their entire allotment of 12 tickets for Olympic events (plus 12 additional tickets for the soccer tournament) or who were not selected in the first drop will be automatically put through to the second drop, which is slated for August. Fans can continue to register for the second drop through July 22.

The NWSL Players Association has taken an equity stake in OneTeam Partners, the athlete group licensing and sponsorship firm that has managed its group licensing rights since 2022. OneTeam will also become the union’s exclusive sponsorship partner, adding to its existing group licensing role. The deal expands the relationship for multiple decades. The NWSLPA joins the NFLPA, MLBPA, WNBPA, MLSPA and USWNTPA as equity partners in OneTeam. Specific terms of the investment were not disclosed, though the amount invested will be made public in the union’s 2026 LM-2 filing next year.

The NWSL players reached their initial management agreement with OneTeam in 2022 after negotiating control of their group licensing rights, which were previously held by the league. Federal filings show that the union has received a total of $3.8M in royalties from OneTeam over the past four years, including $1.1M in 2025.

While exclusivity over sponsorship sales is a new addition to the relationship, OneTeam has previously secured deals for the union with Ally, Google Pixel and L’Oréal. NWSLPA Exec Dir Meghann Burke said OneTeam “helped us grow our business nearly sevenfold in three years.”

The NWSLPA’s investment in OneTeam follows an SBJ report last week that the MLS Players Association exercised an option in 2025 to increase its own equity stake in the firm by $5.1M while also making an initial $1M investment in the firm’s global licensing business.

Rogers Communications execs said they “expect to complete” the purchase of the remaining 25% minority interest in Maple Leaf Sports & Entertainment “in the second half of this year, followed by plans for the recapitalization of the combined sports and media group in late 2026 or early 2027 through minority equity investments.” The company “then plans to use proceeds from the minority sale to pay down debt.” Analysts have suggested Rogers “could pay” about C$4B for the remaining MLSE stake. The company “will look to find synergies when it merges MLSE with its existing media division, in particular by trimming third-party supplier costs.” Rogers now estimates the “complete portfolio -- combining all of MLSE and Rogers’ existing sports and media assets -- will be worth” C$25B, a C$5B valuation increase since last fall, “attributable to the rising value of sports teams” (GLOBE & MAIL, 4/22).

The LSU Board of Supervisors is “on track to approve a new contract” for LSU AD Verge Ausberry on Thursday. The deal runs through 2030. Ausberry is “set to receive” $1.5M by the end of 2027, $1.6M the next year and $1.7M the year after that. His new deal also includes “incentives if LSU football, men’s basketball or women’s basketball advance in the postseason.” If he is fired without cause, LSU would owe Ausberry 80% of his remaining salary. Ausberry was promoted to AD in November, after Scott Woodward resigned from the post just days after LSU parted ways with football coach Brian Kelly. Along with approving a new deal for Ausberry, the board is also “set to approve terms sheets” for new LSU Senior Deputy AD & Exec Dir/External Relations Heath Schroyer, new LSU football GM Billy Glasscock, new LSU men’s basketball coach Will Wade and his new assistant coaches, and two women’s basketball assistant coaches. The board will also “vote on proposals to increase ticket and parking prices for LSU men’s and women’s basketball” (New Orleans TIMES-PICAYUNE, 4/22).

SBJ’s Ben Fischer sat down with the NFL’s Tim Ellis and creator Dhar Mann for a behind‑the‑scenes look at the league’s Super Bowl‑stage “Chief Kindness Officer” campaign. The conversation unpacked how the NFL’s speed, long‑term creator relationships, and clear focus on optimism and kindness helped the effort strike an emotional chord with fans. And this wasn’t a one‑off: the league emphasized that more creator‑driven activations are already in the pipeline.

“Before this 2-word term came to mean a type of mysterious object, trapshooters used it to refer to their targets.”