EDITOR'S NOTE Good morning. While your belief that screaming at the TV will help your team win the game is eternal, the business of sports fandom is evolving. So, today, we'll be taking a look at how things are changing, from the company dominating the fan experience, to pop culture's role in minting new fans, to just how much you need to save up for a stadium hot dog, and why selling your extra ticket might be a bigger hassle than giving it away to the first coworker who responds to your all-company Slack message. So, cheer us on by reading more. |
|
|
TRENDS Fanatics, the powerhouse behind the Sam Darnold New York Jets jersey you bought in 2020 only to later watch him flourish with another team, wants to take its relationship with you to the next level. While the private company still makes most of its money from licensed sports merch, it wants to become an all-encompassing hub for sports fans, delving into everything from betting to content to its own credit card. When CEO Michael Rubin—who's best known by some as the host of the annual White Party at his $50 million estate in the Hamptons—bought Fanatics in 2011, he said it was generating about $250 million in retail revenue. Last year, the company brought in about $13 billion, with $7 billion coming from licensed sports merch. Rubin expects Fanatics to become a $50 billion revenue company over the next five to 10 years. It's a steep climb, but the company is making moves to get there: - Though still well behind the big names like FanDuel and DraftKings, its sports betting business has doubled its US market share to ~8% in the last year. (FanDuel and DraftKings combined accounted for about 70% as of last year.)
- Fanatics accepted 25 billion bets in 2025, while Rubin expects sports betting to make up 40% of its revenue by next year and become its most profitable business by 2030.
- Last month, the company rolled out its prediction market platform in 24 states, hoping to capitalize on the popularity of sites like Kalshi and Polymarket.
D2Fans. Much of its success so far is its line directly to fans: Rubin said three-quarters of the company's commerce business is direct-to-consumer. In the spring, Fanatics will launch a branded credit card to complement its loyalty program, and it recently announced the launch of an entertainment studio to produce documentaries and scripted shows.—MM | | |
|
|
Presented By New York Life Good news: You're probably going to live longer than previous generations. Bad news: Your retirement plan might not be ready for that. Turns out, many of our retirement plans just weren't built for 30+ years of income, rising healthcare costs, or the occasional rough patch in the stock market. That's why New York Life is focusing on a more holistic way to think about retirement. Their Protection-Powered Growth™ approach brings stability and opportunity into one integrated retirement strategy, keeping you prepared for longevity, volatility, and even the occasional healthcare hassle. Here's to a long life and a more modern way of thinking about what retirement looks like. |
|
RETAIL People sold 126 million tickets on the secondary market in 2024, and 42% of those tickets got you into sporting events, according to Industry Research. But due to strict rules around resale, that ticket you're looking to turn into some extra cash (or cut your losses if it's a ticket to, say, a New York Giants game) may not be yours to sell—at least not without some strings attached. For example, the Seattle Seahawks, who are on their way to Super Bowl LX next weekend after two playoff wins at home, sent a stern warning friendly reminder to season ticket holders before the team's first postseason game, cautioning them against selling passes to the biggest games of the season. There was particular concern about selling to fans of opposing teams and losing a coveted home-field advantage (read: loud crowd noise that can make life difficult for the visiting team): Seattle isn't alone: The Seahawks were also one of five teams to send this warning before the regular season started. And the NFL's terms and conditions for resale don't just apply to fans—the league fined more than 100 players and team employees for reselling Super Bowl tickets at a profit last year, and said the fines would increase if it happens again for this year's Super Bowl. There are no limits to the limits It's more than just fines and threats of expulsion from your season ticket plan that limit what you can do with your tickets on the secondary market. Other methods to thwart reselling include: - Digital instead of paper: Digital tickets—as opposed to allowing the printing out of tickets at home—are more difficult, or even impossible, to resell.
- Price floors: Leagues can force sellers to use an exclusive resale platform and meet a price minimum rather than letting the market decide a ticket's value. That means tickets to lesser events that aren't worth that minimum price (again, NY Giants games) can go unsold.
Teams playing tight coverage: If your credit card info shows you don't live near where a game is being played, teams may prevent you from buying a ticket in the first place, in part to keep you from selling it to someone else. Teams from every major sports league have tried some version of this, including the New York Yankees (MLB), the Oklahoma City Thunder (NBA), and the Washington Capitals (NHL).—DL | | |
|
|
FOOD & BEV Good news to anyone who has shoved a turkey sandwich down their pants before walking into a football game: Some stadiums are easing up on notoriously high concession prices. So, ponying up for a hot dog and beer will be a little easier to swallow, even if your team is choking. Clear eyes, full stomachs The Atlanta Falcons kicked off the trend in 2017 with a "fan first" menu that slashed food and beverage prices nearly in half. Beers that cost $8 were repriced at $5. Hot dogs went from $8 to $2. The result? The team actually made more money because fans spent more time in the stadium and used their food savings to buy higher-priced items. According to Front Office Sports, from 2016 to 2024: - Total transactions at the Falcons' stadium jumped 30%.
- Merchandise sales rose 20%.
- The average number of items per transaction increased 20%.
Beyond Atlanta: Like trap music, Atlanta's idea has spread to other cities. In 2024, Ryan Smith, the owner of the Utah Jazz (NBA) and the Utah Mammoth (NHL), announced several popular concession items would be priced between $2 and $3. The Phoenix Suns (NBA) and Baltimore Ravens (NFL) later announced similar value meals. Not everything is cheap. According to AmericanCraftBeer.com, if you wanted to buy a 16-ounce beer at a Washington Commanders game this past season, it would have set you back you back $16.49–an NFL high.—BC | | |
|
|
Together With New York Life Retirement could be longer than you expect. Make sure your retirement plan is built for a longer life and the costs that come with it. New York Life's Protection-Powered Growth™ integrates stability with opportunity so you can survive market swings and healthcare headaches. Discover a smarter way to plan for retirement. |
|
TV You know what they say, life imitates whichever TV show is going viral right now. And thankfully for the pro hockey business, a gay hockey drama called Heated Rivalry has had the zeitgeist in a headlock since it premiered on HBO Max and Crave two months ago. "This might be the most unique driver for creating new fans," an NHL spokesperson recently told the Hollywood Reporter. League commissioner Gary Bettman said he watched the entire "spicy" series in one night, and he credited the show for boosting general interest in the NHL. Sex does infamously sell, and here's how much: - On StubHub, interest in hockey tickets spiked 40% while the show's first season was running, the company reported.
- SeatGeek's weekly hockey ticket sales jumped more than 20% and revenue climbed 30% after the first episodes aired, according to Bloomberg.
In Ontario: The junior league rink where Heated Rivalry filmed has attracted hundreds of selfie-snapping or merch-buying fans and thousands of social media mentions, the arena's manager told Variety. This isn't a one-off. Netflix's docuseries about Formula 1, Drive to Survive, generated 360,000 new F1 fans in 2022, according to Nielsen data, while the streamer's golf docuseries Full Swing drove 42% of its viewers to watch more of the professional sport, per the survey group Directions Research. And who could forget about Taylor Swift? After the singer was first shown in the stands cheering on the Kansas City Chiefs in 2023, home game ticket sales tripled on StubHub, the Kansas City Star reported.—ML | | |
|
|
MARKETING While NHL teams have yet to start handing out free Rozanov and Hollander jerseys (though one Canadian team is selling them), there's plenty of other freebies enticing fans to come to games. Sports franchises rely on complimentary tchotchkes and quirky spectacles at their games to put butts in seats. And no league loves promotions more than the MLB—since its high number of outdoor, mostly weeknight games compared to other sports makes a full stadium far from guaranteed. Offer trinkets, and they will come Attracting spectators for whom the chance of catching a home-run ball isn't enough to sit through a rainy nine innings often involves non-sports merch: - Bobbleheads are as integral to the business of baseball as chewing tobacco, with teams distributing figurines of their players or of celebrity fans, like Bill Murray or Jon Hamm, on select nights.
- This year, baseball fans can snag Baltimore Orioles Hawaiian shirts, Diary of a Wimpy Kid bobbleheads courtesy of the Boston Red Sox, and The Mandalorian & Grogu jerseys from the Los Angeles Angels.
Teams also put on special events for those who might start to yawn during the seventh inning, like fireworks nights, bring-your-dog-to-the-game days, and Star Wars-themed laser shows. It's not just baseball teams…that dangle merch and eccentric promos to boost attendance. The NBA's Atlanta Hawks will hand out Hello Kitty belt bags this season, while last year, the NFL's Carolina Panthers gave mayonnaise fans a chance to win a lifetime supply of the condiment every time the team's defense forced a turnover.—SK | | |
|
|
BREW'S BEST  Read: Chuck Klosterman argues that America's favorite sport is bound to lose its cultural dominance.**
Hear: The loudest British football fan in history cheers for his team. Watch: The other Safdie brother sports movie (sans Chalamet) is now streaming. Marvel: A urinal and a jockstrap are among the strangest sports collectibles ever sold at auction. Cook: This homemade salsa will be the MVP of your Super Bowl watch party. Learn: Find the nation obsessed with archery on this map of every country's most popular sport. Aging ain't cheap: Surprise, surprise—living longer costs more money. New York Life's Protection-Powered Growth™ guidance combines insurance and investments to keep your retirement plan (and your peace of mind) intact.* *A message from our sponsor. **This is a product recommendation from our writers. When you buy through this link, Morning Brew may earn a commission. |
|
|
SHARE THE BREW  Share the Brew, watch your referral count climb, and unlock brag-worthy swag. Your friends get smarter. You get rewarded. Win-win. Your referral count: 0 Click to Share Or copy & paste your referral link to others:
morningbrew.com/r/?kid=eaab23a8 |
|
|
|
ADVERTISE // CAREERS // SHOP // FAQ
Update your email preferences or unsubscribe .
View our privacy policy .
Copyright © 2026 Morning Brew Inc. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011 |
|
No comments:
Post a Comment