I turned to senior newsletter editor Jason Wilson to pull my most-read newsletter stories for the first half of the year. Here are the stories that captivated sports business readers the most so far in 2026.
The Broncos were among the teams to see an attendance gain in 2025. Getty Images
So what are SBJ subscribers reading when it comes to pro football this year?
Just like last year, I combed through our SBJ metrics to discover the top pro football stories on our site for 2026 to date.
1. I turned to SBJ’s research guru, David Broughton, on this report on NFL attendance for 2025, which was slightly down for the first time since the pandemic.
2. Another joint effort lands near the top of my list, with this look at the new Highmark Stadium with SBJ facilities writer Bret McCormick on the balance the Bills are striking between amenities and game-day football.
3. The NFL’s hiring of Sumit Varshney as its SVP/corporate strategy and strategic investments not only filled a key vacancy — the role oversees the league’s 32 Equity investment fund — but it also caught your attention.
4. The Seahawks’ sale is going to be among the top stories worth tracking until the team finds a new owner. But the most important aspect of any transaction could be what we learn about the league’s private equity rules.
5. Former Giants OL Justin Pugh’s hiring as the commissioner of the Italian Football League caught your attention as well, as it’s another sign of the NFL’s push into international markets is helping fledgling leagues grow around the world.
“Man, it was very entertaining,” Cube told SBJ. “It looked great. Everybody did an amazing job. They paid homage to ‘Friday’ in the right way, and they had the best promo of the year. Everybody was talking about that.”
Cube also believes the Rams’ effort will have other teams looking to step up their own game on creative content. “That’s the future,” he said. “Get with content creators and create cool vibes and cool clips and pieces and promotional marketing items.”
Sports Illustrated Tickets expanded its official fan experience sponsorship with the Patriots to include Germany, Austria, and Switzerland, which are three countries the club holds rights to through the NFL’s Global Markets Program, reports SBJ’s Ethan Joyce.
In this week’s magazine, SBJ’s Juwan Watson and Jesse Gordon round up highlights from college commencement speeches from current and former NFL players such as Tom Brady, Ray Lewis, Bobby Wagner, Giants coach John Harbaugh and “Monday Night Football” broadcaster Mike Tirico.
Survivor contest operator Splash Sports will add Polymarket prediction markets to its platform in time for football season through a deal that also includes sponsorship of the popular seasonlong NFL contest, writes SBJ’s Bill King.
Pet food and product brand Royal Canin extended its partnership with Raiders rookie QB Fernando Mendoza through August after initially partnering with him from December 2025 through March, reports SBJ’s Mary Gaughan.
