This is the final SBJ Marketing newsletter of 2025, so I’ll wish you a happy holiday season and thank you for reading throughout the year. Don’t forget to read my wrap-up on 2025 in this week’s magazine.
This AI-generated images shows what an NFL-branded American Express card may look like. Provided by Terry Lefton
I turned to senior newsletter editor Jason Wilson to pull my most-read newsletter stories of the year. Here are the stories that captivated sports business readers the most in 2025.
The item that caught the most attention was news I broke in September: American Express replacing Visa as an NFL sponsor. Sources with knowledge of the deal said the terms were seven years for around $910 million, although one involved source insisted the total deal was “closer to $950 million.” Visa had held this spot since 1995, making it the NFL’s second longest-tenured sponsor only behind Gatorade.
A week later, American Express made another deal that caught your attention, entering into a “cornerstone” deal with MetLife Stadium. It’s another sign of AmEx buttressing its rights around the NFL. Other MetLife corner sponsors who paid up to $9 million a year for those rights: Moody’s, HCLTech, and Verizon. Sources said AmEx is paying more than any of those sponsors.
“The resumes are everywhere,” said an agency exec about my story on the $13 billion merger of Interpublic Group and Omnicom. There’s been a lot of speculation about which of the legacy agency brands — themselves holding companies of a sort — will survive. We’re thinking nameplates like Omnicom’s TBWA, BBDO and DDB and IPG’s McCann and FCB. I spoke with a number of agency execs about the potential fallout from this deal.
The Feb. 26 newsletter covering the Sports and Fitness Industry Association’s annual participation report resonated with readers as well. It showed that for the first time since the industry began its annual study, participation rates across physical activities reached 80%, running contrary to the idea that Americans are less active than ever before. Pickleball continues to be the growth leader, with other racket sports following it.
Rounding out the top five is another newsletter from February featuring a Monster extension for the energy drink company and UFC. It’s for five years. UFC officials were tight-lipped on the specifics, but previous UFC “largest” claims have been reported at $175 million (Crypto.com and A-B InBev). Monster has been UFC’s “Official Energy Drink” since 2015.
Cadillac is officially back with the PGA Tour as title sponsor of the tour’s return to Trump National Doral next spring, writes SBJ’s Josh Carpenter.
Wisconsin will launch its latest NIL effort, Badger Athlete Partners, with Learfield, reports SBJ’s Ben Portnoy. This vertical replaces the existing NIL revenue generation efforts housed within Badger Sports Properties, Wisconsin’s local Learfield affiliate.
The Texans launched sales for two BMW-branded high-end hospitality clubs on the field level inside NRG Stadium, including an offering that features a chauffeur from customers’ homes to the game, writes SBJ’s Ben Fischer.
Prediction market Kalshi is the inaugural front-of-kit sponsor for all 10 teams in the forthcoming Baller League USA soccer competition, notes SBJ’s Alex Silverman.
