Home Adidas shop The takeover of football in the United States continues – Front Office Sports

The takeover of football in the United States continues – Front Office Sports

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Move over, Cracker Jack, and make way for fish and chips. Major League Baseball on Monday announced a strategic partnership with London to host regular season games in 2023, 2024 and 2026.



Brace Hemmelgarn – USA TODAY Sports

The Premier League’s US broadcast rights deal with Comcast, which begins this year, has more than doubled the value of its previous deal. The British league will harvest $2.7 billion over six years, compared to $1.1 billion for the last six-year period.

It’s yet another reminder of the growing popularity of football in the United States. It may already be the fourth most popular sport in the United States – and could overtake baseball in third later this decade.

the the most popular sport in the world has always been slow to catch on in the United States, but that has changed in recent years.

  • A Q4 2021 Ampere Analysis survey found that 49% of sports fans in the United States love football, compared to 37% who love hockey. Baseball came in at 57%.
  • In 2020, 17.8 million Americans played soccer, compared to 2.3 million who played ice hockey, according to the Sport and Fitness Association.
  • This same trend is seen in American children aged 13 to 17: 1.2 million regularly played football in 2020, compared to 243,000 who played ice hockey.

Upcoming World Cup

With a fifa world cup scheduled for later this year and the world tournament in the United States in 2026, football is set to grow further.

Houston Dynamo and Dash owner Ted Segal told Front Office Sports last August that he foresees a “step change in enthusiasm [for U.S. soccer] which benefits MLS and the NWSL,” resulting from the 2026 World Cup.

Foot Locker is working with Adidas to increase the sale of the German sportswear company’s products in its stores, as Nike reduces its presence at the retailer.

The strategic deal between Foot Locker and Adidas follows record results for the former in fiscal 2021, but expects revenue to decline in the coming fiscal year.

  • As part of the partnership, Foot Locker will lead Adidas’ basketball category.
  • The agreement aims to generate $2 billion in total sales by 2025.
  • Adidas is expected to generate up to $105 million in revenue in 2022 from this deal.

Foot Locker generated $2.3 billion in sales in the fourth quarter of 2021, a 6% year-over-year increase. Total sales reached $9 billion in 2021, up 19% from fiscal 2020. The company expects revenue to decline in fiscal 2022 due to expectations that it won’t sell as many products from its main supplier, Nike. The Oregon-based retailer sells more of its products directly to consumers.

Therefore, no single supplier will represent more than 55% of Foot Locker supplier purchases from the fourth quarter of 2022, compared to 65% in the fourth quarter of 2021.

bright future

Adidas expects a favorable FY2022 with sales expected to increase between 11% and 13%. Brand Finance’s annual review found Adidas’ brand value increased 2% to $14.6 billion, the second-largest sports and leisure apparel brand after Nike at $33.2 billion.

Adidas expects its net profit to reach between $2 billion and $2.1 billion in fiscal 2022.


Sports-focused streaming service FuboTV reported record revenue in the company’s latest earnings report.

FuboTV generated $242 million in revenue in the first quarter of 2022, a 102% increase Year after year. The strong first quarter was driven by the company’s North American streaming business, which generated record $236.7 million in revenue in Q1, an increase of 98% compared to Q1 2021.

  • It reported $22.8 million in advertising revenue in the first quarter, a 23% year-over-year increase.
  • The total number of paid subscribers reached 1.1 million, up 81% compared to Q1 2021.
  • It posted revenues of $5.5 million outside of the United States and Canada.

The New York-based company, which is the only live TV streaming platform with all sports channels ranked by Nielsenexpanded its presence in the European market during the first quarter.

The first quarter marked FuboTV’s first full quarter of operations in France following the acquisition of French streaming company Molotov SAS in December 2021 for $190 million. Molotov expands FuboTV’s global reach with operations in Burkina Faso, Ivory Coast, Senegal and Cameroon.

More than streaming

FuboTV has made efforts to diversify its portfolio outside of live TV streaming. In 2021, the company made its first investment in sport bets with the acquisition of online sports betting Victoire.

In the same year, Fubo Gaming, a subsidiary of FuboTV, launched Fubo Sportsbook in Arizona and Iowa. The online sports betting platform is the only US owned and operated app that allows live sports watching and betting in a single ecosystem.

The Indian Premier League announced plans in March for a women’s league by 2023, and the sport’s governing body is leveraging the popularity of men to plan future women’s competition.

Jay Shah, secretary of the Board of Control for Cricket in India and chairman of the Asian Cricket Council, told Bloomberg that women’s cricket is generally overlooked – IPL, on the other hand, is believed to be worth $7 billion and had 600 million viewers Last year.

IPL is the third only English Premier League and the National Football League in audience, according to BCCI estimates.

Shah expressed interest in broadcast rights auction for WIPL and its six teams in early 2023. The men’s league rights go up for an online auction in June and will likely attract bids of more than $5 billion over five years.

  • The popularity of IPL has driven the base bid price up to $4.2 billion and may include offers of Amazon, disney, sonyand Trust Industries.
  • Bidders can bid for live streaming rights and television rights individually. Previously, it was sold through a closed bidding process as a set.

Female victories

“The more money we raise, the better it is for cricket, because we will be reinvest everything“Money from the men’s IPL rights auctions will help fund other affiliates like the women’s league,” Shah said.

Shah said he hoped the owners of the 10 men’s IPL teams would bid for the women’s teams, with the Royals of Rajasthan Kings of Punjab and Bombay Indians already showing interest.


  • Chris Koch, CEO of New Era Cap Co., was accused with reckless endangerment for allegedly trying to run over his girlfriend’s ex-husband.
  • Sacramento Kings owner-manager Vivek Ranadivé has hiring the team’s seventh coach in nine years, Mike Brown, who has spent the past six seasons as an assistant coach with the Golden State Warriors.
  • The Los Angeles Dodgers are would have in talks to play a match at the Stade de France in Paris in 2025.
  • From the NBA Playoffs to the NFL Draft and the Kentucky Derby, Atmosphere Sports brings the sport back to center stage. Learn more.*

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