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Category: Basketball

Big East Inks New Media Rights Deal

Posted on by Athelo Group

By AJ Nalitt

Athelo Group

The Big East has signed a new media rights deal with broadcasting giants Fox, NBC, and TNT. Fox will serve as the lead network in this six-year agreement, which will begin at the start of the 2025-26 academic year and run through 2031. This new deal represents a significant financial boost for the Big East. By the end of the current 12-year deal, the conference will have collected $500M in rights fees, averaging just under $41.7M per year. The new agreement is estimated to nearly double the annual rights payments. This increased revenue is set to create new opportunities not only for men’s basketball, but also for women’s basketball and niche women’s sports.

the big east

Big East Gains NBC, TNT as CBS Exits

CBS, a longtime media partner with the Big East, has decided not to renew its contract with the conference. However, the addition of NBC and Warner Bros. Discovery-owned TNT compensates for the loss, ensuring that over 150 men’s basketball regular-season games will be broadcast across various platforms. This coverage includes all league games and Big East tournament matchups. To maintain its position as the lead partner, Fox will air at least 80 men’s and women’s basketball games each season and will continue broadcasting the iconic men’s Big East Tournament final.

Peacock, a subsidiary of NBC, will expand its live sports portfolio by covering 25 regular-season games and 5 tournament games for the league’s men’s basketball this season. In the 2025-26 season, Peacock will take on an even bigger role, airing over 60 games, including both men’s and women’s basketball. TNT Sports will broadcast around 65 regular-season games per year once the new deal begins. These changes ensure extensive and diverse media coverage for Big East basketball, including streaming to enhance visibility and accessibility for fans.

Boost in Recruitment and Financial Stability 

The conference expects that this new media rights deal will attract top transfer portal talent due to the financial flexibility it provides to Big East universities. Creighton University President Daniel Hendrickson stated, “The arrangement will provide enhanced revenue and long-term stability for the conference, create benefits for our student-athletes, and allow us to remain nationally competitive in our marquee sport: basketball.”

Women’s basketball talent, in particular, will feel the impact of this deal due to the combination of financial flexibility and tripling of TV coverage. Many female athletes want to play on the big stage, and the Big East can now facilitate that. Attracting new transfer talent has already begun with Jada Blagrove moving to St. John’s, Kaitlyn Chen to UConn, and Faith Masonius to Seton Hall.

A New Era for Women’s Sports Visibility

The new media rights deal significantly boosts coverage for women’s sports, tripling the visibility of women’s basketball and ensuring the annual broadcast of women’s championship matches in soccer, lacrosse, volleyball, and softball. With major networks like Fox, NBC, and TNT now airing these events, niche women’s sports will reach a larger audience and gain greater recognition.

This increased exposure can attract more sponsorships and support for women’s athletic programs, improving facilities and resources for female athletes. It also marks a pivotal shift towards equality in sports media coverage, driven by standout performances from athletes like Caitlin Clark. Showcasing women’s sports on major networks gives these athletes the recognition they deserve and provides young girls with role models. This can inspire a new generation of female athletes, fostering broader acceptance and fandom of women’s sports, and promoting a more inclusive and diverse athletic landscape.

More NIL Deals for Women

With the rise of Name, Image, and Likeness (NIL) deals, female athletes can capitalize on their growing popularity. During the latest March Madness basketball season, four of the top five NIL earners were women, such as Caitlin Clark, Angel Reese, Flau’jae Johnson, and Paige Bueckers. The expanded media coverage ensures that NIL opportunities extend beyond men’s basketball and football, enabling female athletes in niche sports to secure endorsements and build personal brands. This holistic boost drives equality and expands the overall landscape of collegiate athletics.

the big east

Looking ahead for the Big East, it’s clear the conference’s storied history is poised for even greater heights. The new influx of cash will attract top talent and keep the conference competitive. The expanded coverage, especially for women’s sports, is a major win, giving these athletes the visibility they deserve. With the rise of NIL deals, female athletes in niche sports can now secure endorsements and grow their personal brands. This deal not only strengthens the Big East’s legacy but also promotes equality and growth in college sports, setting the stage for an exciting future.

Sources:

  1. https://www.sportspromedia.com/news/big-east-conference-fox-nbc-tnt-sports-media-rights-deals/#:~:text=Fox%20to%20continue%20as%20league’s,2031%2C%20while%20CBS%20exits%20partnership.&text=The%20Big%20East%20Conference%20has,TNT%20Sports%20as%20new%20partners.
  2. https://www.sportsbusinessjournal.com/Articles/2024/06/24/big-east-fox-nbc-tnt-sports-media-rights-deal
  3. https://www.sportico.com/business/media/2024/big-east-media-rights-deal-fox-sports-nbc-tnt-1234785885/
  4. https://247sports.com/college/xavier/article/big-east-new-tv-deal-media-streaming-fox-nbc-warner-brothers-tnt–233293363/
  5. https://www.nbcsports.com/pressbox/press-releases/big-east-announces-new-media-rights-agreement
  6. https://www.thenexthoops.com/ncaaw/big-east/big-east-notebook-media-rights-deal-top-transfer-talent/
  7. https://iconsource.com/blog/empowering-women-in-college-sports/

WNBA’s Internal Struggle: Uphold Fairness or Chase Money?

Posted on by Athelo Group

By Jason Marino

Athelo Group

The WNBA has recently experienced drastic growth through superstar players like Caitlin Clark and Kamilla Cardoso making their debuts. The 2024 draft saw an unprecedented average viewership of almost 2.5M, more than quadrupling the figures from the previous year. With a wave of momentum carrying the WNBA into the spotlight, organizations have been making moves to capitalize on its heightened popularity. The deal making the most headlines revolves around the Las Vegas Aces.

las vegas aces

Inside The New Las Vegas Deal

The Las Vegas Aces have struck a new deal with the Las Vegas tourism authority that grants each player an additional $100K every season. Initially designed to support a successful local team, the deal is now facing backlash from both fans and players. It has even triggered an investigation into the Aces organization. Critics argue that the deal undermines the spirit of salary cap rules and creates an unfair advantage by retaining Aces players and attracting new recruits. Although the deal does not technically violate salary cap regulations, many view it as unethical. While it could help grow the WNBA, this growth could come at the expense of the league’s values and competitiveness.

An Enticing Offer

When comparing WNBA salaries to their male counterparts in the NBA, the deal seems inconsequential. After all, NBA players’ inflated salaries are no secret. Stars like Devin Booker, Kevin Durant, and Anthony Edwards earn nearly $250M over just five years. Compared to these figures, $100K seems like a drop in the bucket, hardly enough to retain a player. However, WNBA contracts are significantly lower. For instance, Caitlin Clark, arguably the best women’s college basketball player in history, has a salary of just $75K. The Aces’ Jackie Young earns a team and league-high of $252K, highlighting why an additional $100K is unquestionably a game changer.

las vegas aces

The Ethical Dilemma

Although the deal does not violate WNBA salary cap rules, it has raised concerns among players and fans about its impact on recruiting. The uniqueness of this deal, unmatched by any other team or city, makes it particularly notable. Critics worry that it promotes a pay-to-play atmosphere, which could be problematic if confirmed by the WNBA’s investigation. The Las Vegas Convention and Visitors Authority (LVCVA) argues that the money functions as a sponsorship, requiring players to wear Las Vegas-related gear off the court. Since all Aces players are paid equally regardless of fame or court value, the money could be viewed as a bonus, thus not violating any rules. LVCVA President and CEO Steve Hill countered the pay-to-play criticism by noting that if the Aces win the title this year for a three-peat, players will receive more money, indicating the deal is performance-based.

Those in Favor

Some land on the other side of the coin, stating that the deal will aid in the advancement of the league and is a side product of its expansion. Reflecting on the fact that her organization has been investigated several times before, Aces’ star A’ja Wilson was adamant in her beliefs that investigation cannot always be the go-to. She feels that the deal will help grow the game and benefit both the franchise and its players. Aces coach, Becky Hammon, seconds the notion. She explains that the LVCVA “wanted the whole team.” Like a true sponsorship, LVCVA reached out to individual players and agents and “the Aces have nothing to do with it.”

las vegas aces


Despite an ongoing investigation, the future is not written in stone. Perhaps the deal will prompt other cities to similarly support their local players and teams, pouring more money into the sport. Maybe the deal will remain one-of-a-kind and attract the best players to the Aces, creating a dynasty like never before. In a different turn of events, the deal could be found to violate regulations and be terminated immediately. Whatever the outcome may be, we will find out what is more important to the WNBA– upholding fairness or chasing money.

Sources:

  1. https://www.sportspromedia.com/news/wnba-las-vegas-aces-tourism-sponsorship-payments-investigation/#:~:text=The%20Women’s%20National%20Basketball%20Association,the%20arrangement%20on%2017th%20May.
  2. https://www.nytimes.com/athletic/5503533/2024/05/18/wnba-investigation-aces-sponsorship/
  3. https://www.sportico.com/law/analysis/2024/wnba-aces-investigation-sponsorships-1234779579/
  4. https://www.sportingnews.com/us/wnba/news/caitlin-clark-tv-ratings-wnba-viewership-records/4f55c44f4a0965aa14e72fa7#:~:text=Behind%20No.%201%20pick%20Caitlin%20Clark%2C%20WNBA%20Draft%20sets%20TV%20record&text=An%20average%20of%202.45%20million,draft%2C%20which%20averaged%20572%2C000%20viewers.
  5. https://www.sportingnews.com/us/wnba/news/wnba-10-highest-paid-players-2024/1104a976fdfdbd322602b4c4

Dartmouth Basketball’s Unionization: The Downfall of Amateurism

Posted on by Athelo Group

By Jake Margolick

Athelo Group

March Madness is in full swing, showcasing 68 college teams vying for the championship and captivating millions of viewers. Teams not in contention for the national title are either participating in other postseason tournaments or winding down for the offseason. Dartmouth Basketball, currently in offseason mode, isn’t simply waiting around. They’re actively campaigning for employee status and collective bargaining rights. After voting to unionize, Dartmouth is set on shaking up college sports.  

March 5th, the date when the Dartmouth men’s basketball team voted to unionize, might soon be seen as the beginning of the end for amateurism. The team’s 13-2 vote to join SEIU (Service Employees International Union) Local 560 made them the first unionized college sports team in America. SEIU assists roughly 2M members across the U.S. and Canada in obtaining adequate compensation for their labor and improving their working conditions. Before the landmark vote, NLRB regional director Laura Sacks was already building their case. She publicly stated that an employer-employee relationship does exist between the Dartmouth basketball players and the college. The players, she explained, “benefit their school through things like alumni donations and publicity… and that Dartmouth exercises a lot of control over that work.”

dartmouth basketball

Not everyone is supportive of this movement. The Dartmouth Board of Trustees are opposed to the union vote as they aim to uphold the tradition of amateurism in college sports. Their lack of support stems from their efforts to maintain the status quo, prompting them to petition the National Labor Relations Board to intervene and overturn the decision. For decades, universities and the NCAA have upheld a model of college athletics where athletes dedicate themselves to practice, training, and competition without financial compensation. This setup ensures greater profits for the NCAA and universities alike. While recent changes allow athletes to profit from their name, image, and likeness, significant revenue opportunities remain elusive, particularly for non-Power 5 athletes, including those in the Ivy League.

In Division I athletics, especially in high-revenue sports like football, basketball, and hockey, most teams provide scholarships to nearly all players. Non-revenue sports typically offer 10 to 13 scholarships for men’s teams and 12 to 20 for women’s teams. Ivy League teams are ineligible for athletic scholarships; instead, they offer financial aid based on academic and financial need. Despite this aid, Ivy League students face higher costs than average. For example, Princeton, the most affordable Ivy League school, costs around $80K annually before financial aid. Ivy League student-athletes juggle demanding Division I schedules and tough academics with fewer opportunities for NIL deals and national exposure. Many feel representing their universities brings little tangible benefit. With these challenges in mind, Dartmouth athletes hope to change that narrative and shift the power from the universities to the athletes. 

Unionizing allows Dartmouth men’s basketball players to access improved health and insurance benefits, negotiation power for pay, better working conditions (including practice hours and travel), and more. Juniors Cade Haskins and Romeo Myrthil advocate for a fairer business model in college sports, including unions for Ivy League players. Establishing a Players Association aims to promote unity, advocate for athletes’ rights and well-being, and facilitate collaborative decision-making. This milestone signifies progress towards ending amateurism in college athletics.

While the March 5th vote won’t immediately classify all student-athletes as employees, it represents a significant step towards securing their rights. Official recognition of the union and collective bargaining remains months away, but college athletes, universities, and fans can anticipate positive changes to come.

Sources:

  1. https://apnews.com/article/dartmouth-union-ncaa-basketball-players-2fd912fade62ffd81218a6dc91461962
  2. https://www.npr.org/2024/03/05/1235877656/ncaa-dartmouth-mens-basketball-union-election-nlrb
  3. https://theathletic.com/5319403/2024/03/06/dartmouth-basketball-union-explained/
  4. https://www.nytimes.com/2024/03/05/us/dartmouth-basketball-union-athletes-employees.html
  5. https://www.recruitref.com/blog/what-sport-gives-the-most-scholarships#:~:text=In%20Division%20I%20men’s%20sports,%2C%20ice%20hockey%2C%20and%20basketball.
  6. https://www.causeiq.com/organizations/service-employees-international-union-560-local,036016587/
  7. https://www.politico.com/news/2024/03/05/dartmouth-basketball-team-union-vote-00144965#:~:text=But%20leaders%20of%20the%20Dartmouth,the%20basketball%20team%20also%20worked.

How NBA Jerseys Are Boosting the Fan Experience

Posted on by Athelo Group

By Jake Margolick

Athelo Group

When the NBA Jersey Patch Program was mentioned over a decade ago, deputy commissioner Adam Silver believed it would bring in a combined revenue of $100M across all 30 NBA teams. At first, fans feared this would merge the NBA with the corporate world. Critics drew comparisons to European soccer teams and worried brand placements would overshadow the team or city across the players’ chests. But sponsorship was nothing new within the sport: companies already sponsored basketball venues like the United Center, Barclays Center, and the Kia Center. It was only a matter of time before sponsored NBA jerseys became the new norm.

jersey sponsors

Teams and Sponsors Win Big

In the current NBA landscape, the program is projected to bring in over $250M annually, with innovation occurring year by year within jersey patch sponsorships. Last season, these sponsorships comprised nearly 15% of overall NBA sponsorship revenue, which netted a total $1.6B. And the benefits are mutual: companies with their logo on an NBA jersey win, too. They generate constant brand exposure to the millions of fans watching worldwide and earn opportunities to directly impact the fan experience at NBA games.

Fostering Fan Connections

The NBA first rolled out jersey patch sponsorships back in 2017, with two-thirds of teams joining this new-age marketing mechanism. Flash forward to this season, and fans will notice only three teams without them. Teams like the Orlando Magic and the Toronto Raptors have remained loyal to their sponsors for all seven seasons. Although teams may change sponsors, they typically stick with local brands and resonate with their fans and culture. For example, the Utah Jazz are in their first year of a jersey patch sponsorship deal with LiveView Technologies, a Utah-built and based national provider of innovative life safety and security technology. Ryan Smith, governor of the Utah Jazz, said, “We’re excited to feature the LVT logo on our jerseys and continue using that prominent space to celebrate the innovative, hard-working mindset that Utah is all about.” Sharing similar goals and mindsets is a key factor in developing a sports partnership, which is why LVT was a slam–dunk sponsorship fit for the Utah Jazz.

nba jerseys

Netting Engagement Among Younger Audiences

NBA teams are also utilizing jersey patch sponsorships to cater to younger audiences. By appealing to younger age ranges, typically 18–32, these teams are building longevity for their brand. The Charlotte Hornets’ new jersey patch sponsorship with MrBeast’s snack brand, Feastables, exemplifies this tactic. The sponsorship signifies the first creator-led company to partner with an NBA franchise. With over 230M subscribers on Youtube– the most by an individual creator– MrBeast has made a substantial impact in the content creator space. Considering 77% of internet users 15–35 years old watch YouTube, there’s a high probability this demographic either consumes or is familiar with MrBeast’s content. With the increase in influencers on YouTube and other social media apps like TikTok and Instagram, the Hornets could be the first franchise of many to wade into influencer marketing. Sponsorships could become less about showcasing faceless brands and instead move to elevating the platforms of online creators. In this new era, we can expect to see more NBA teams follow suit by placing a special focus on how younger audiences identify with their sponsors. Capturing the next generation not only ensures that the NBA maintains its millions of viewers each season, but also increases the revenue within the Jersey Patch Program.  

nba jerseys

Innovative Tech in NBA Jerseys

As technology becomes more prominent in our lives, we are bound to see innovation within jersey sponsorships on and off the court. We have already seen this from the Indiana Pacers, whose jersey patch sponsor, Spokenote, debuted their QR Code feature this month. This allows Spokenote to deliver content from within a live game, showcasing their “digital sticky note” product. For the Phoenix Suns, their jersey patch sponsorship deal with PayPal will elevate the fan experience by offering innovative payment solutions at the arena as well as online. This new agreement at the beginning of 2023 includes a Jersey Giveback program, where a portion of proceeds from jersey sales will be donated to non-profit organizations in the Phoenix area. This not only benefits the team and its sponsor but also the local communities of these teams, showcasing technological innovation and sports sponsorship centered around fan engagement.

While NBA jersey sponsors were initially met with skepticism, they now give significant boost to team finances and the NBA at large. Across professional sports, partnerships are increasingly embraced by companies aiming to leave their mark on one of the world’s highest revenue-generating industries. In just seven years of jersey sponsorships, there has been tremendous growth. With more teams switching to tech, financial sponsors, and even entertainment entities like MSG’s Sphere, there is promising improvement in not only delivering live content to fans but also in the overall fan experience at NBA games.

Sources:

  1. https://www.sportsbusinessjournal.com/Articles/2024/01/03/indiana-pacers-spokenote-jersey-ad-patch
  2. https://www.dailymail.co.uk/sport/nba/article-11792607/New-York-Knicks-eye-record-30m-year-jersey-sponsorship-rival-league-high-Nets-deal.html
  3. https://analyticsblog.blinkfire.com/blog/2022/10/26/2022-23-nba-jersey-patch-sponsors/
  4. https://www.forbes.com/sites/mikeozanian/2023/10/16/nba-sponsorship-revenue-hits-record-166-billion/?sh=326dfa972279
  5. https://www.sportspromedia.com/news/us-sports-sponsorship-revenue-2023-sponsorunited-mlb-nfl-nba-mls-nhl-wnba/#:~:text=National%20Basketball%20Association%20(NBA)%20franchises,over%20the%202022%2F23%20season
  6. https://www.marketingbrew.com/stories/2023/10/27/some-of-the-newest-nba-jersey-sponsors-are-brands-you-might-not-expect
  7. https://neoreach.com/feastables-sponsorship/#:~:text=The%20Feastables%20sponsorship%20could%20potentially,to%20a%20brand’s%20marketing%20strategy.
  8. https://newsroom.paypal-corp.com/2023-04-12-PHOENIX-SUNS-AND-PAYPAL-EXTEND-PARTNERSHIP-AGREEMENT-THROUGH-2026-NBA-SEASON-WITH-A-FOCUS-ON-ENHANCING-FAN-EXPERIENCE-AND-COMMUNITY-INVESTMENT#:~:text=As%20one%20of%20the%20largest,donated%20to%20local%20non%2Dprofits.
  9. https://www.nba.com/jazz/news/utah-jazz-announce-utah-based-lvt-as-jersey-patch-partner
  10. https://www.theshelf.com/the-blog/youtube-user-habits/

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