NHL returns, eyes fourth straight season of record attendance
With the NHL basking in the aura of an Olympic gold medal, the league heads into the final seven weeks of the regular season on pace to set a total attendance record for the fourth consecutive regular season, according to SBJ’s analysis of official gameday box scores.
MLS scores record-breaking opening weekend with LAFC-Inter Miami, seven other sellouts
Saturday’s record-breaking LAFC-Inter Miami match at L.A. Memorial Coliseum drew 75,673 fans, propelling the league to a total attendance of 387,271 for the weekend’s 15 games.
San Francisco Giants’ master sommelier partnership produces bouquet of opportunities
Like a fine wine, Evan Goldstein’s San Francisco Giants partnership was planted and matured in California’s wine country for decades.
MLS opens 2026 with new sponsors, multiple extensions
MLS rolls into its 31st season with 34 sponsors at the league level, including a strong renewal rate among its tenured partners and a dozen brands that have joined the roster in the past three years.
NBA attendance steady at All-Star break
The NBA drew 14.8 million fans prior to this year’s All‑Star break, according to an analysis of official league data, including 106,372 fans across six neutral‑site games. The league’s average attendance through 814 games played prior to the All-Star break was 18,078 -- flat compared to games played...
NASCAR speeds into 2026 with strongest sponsor business in years
NASCAR heads into the 2026 season with 57 official sponsors, including seven brands that are beginning their rookie seasons and the return of Dodge/Ram and Hardee’s.
BodyArmor becomes NASCAR’s 57th sponsor for 2026
NASCAR today announced a multiyear extension of its Premier Partnership with Coca-Cola North America, a relationship that began in 1998. The two sides also named Coke’s BodyArmor brand as the property’s official sports drink. BodyArmor has been partnered with NASCAR driver Ryan Blaney since 2017, wi...
Pro Sports Assembly survey shows gaps in industry’s approach to public policy management
Pro Sports Assembly, an association of professional sports executives, partnered with Navigate to launch the first industry-wide benchmark to examine how team, league, union and venue leaders perceive and manage government relations and public policy. The survey logged responses from 152 executives ...
STN Digital/Zoomph report: NFL and teams delivered $1.5B in social media value this season
The NFL’s social media ecosystem created 146,000 posts during the 2025 regular season, delivering a total of $1.48B in media value, according to a report scheduled to be released Thursday night by STN Digital and Zoomph and shared with SBJ.
Zoomph ranks each state’s most valuable sports team on social media
Zoomph released a ranking on Monday of the media value generated, through organic social media in 2025, by NFL, NBA, MLB, NHL, MLS, WNBA, NWSL, and minor league and college teams, by each team’s home state.