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- #141 🤝 ESPN and NFL Strike Landmark Multi-Billion-Dollar Deal
#141 🤝 ESPN and NFL Strike Landmark Multi-Billion-Dollar Deal
Plus New Report on the Future of USA SportsTech
SportsTechX
August 08, 2025
News, features & insights from the world of Sports Tech & Biz. Every Week.
TL;DR: ESPN gets control of some key NFL Media assets (NFL Network, the RedZone channel, and the NFL’s Fantasy Football platform) while the NFL receives up to a 10% ownership stake in ESPN, valued at approx. $2.5-3 billion. Regulatory approval will take about a year and there are lots more details, but at least that’s the gist of it.
We’ve been saying this for a while: the sports media landscape is undergoing a major shakeup, and this is one of the clearest examples yet of rights holders understanding the importance of moving beyond just selling content to acquiring ownership stakes in distribution platforms - a shift that will reshape how future deals are structured and sports is delivered.
Future of USA SportsTech Industry Report OUT NOW!
Our partners PEAK have released the first Future of USA SportsTech Industry Report, in collaboration with SportsTechX and 30+ Allstar Innovators from top organizations including Miami HEAT, PGA, F1 Arcade, DAZN, Drake Star, Houlihan Lokey, Sport Radar and more!
Key Insights:
$58B in global SportsTech dealflow since 2020 - with the U.S. leading 56% of all investment
#1 priority for sports executives? Revenue generation
82% named Advanced AI/Generative AI as the most exciting emerging tech
89% rated personalized, immersive fan experiences as a top priority for the next 12–24 months
3.5 / 5 is the average innovation maturity score across pro sports orgs
Where the momentum is building:
$800M+ raised by new leagues and sports formats
$1.2B invested in competitive socializing (where tech, F&B, and sports collide)
$3B: The largest SportsTech round ever, closed by Napster in Jan 2025
The report breaks down:
Where the money is flowing
Comprehensive USA SportsTech Market Map (incl recent raises & new unicorns)
USA Sports League Market Map & Revenue Breakdowns
Top 5 SportsTech Innovation Challenges for Sports Organizations (Ft Case Studies)
Executive Insights from Top Sports Orgs
5 Sports Innovation Trends; Emerging Solutions to keep a close eye on
Industry Predictions from leading innovators; Investor Predictions
SportsTech League Tables; Giant list of Investors, Accelerators & More.
Download for free right here.
Sports Tech Monthly Investment Roundup
The data is a snapshot from our SportsTechDB. with only highlights included in this newsletter edition. Head there for more in-depth data.
July 2025 kicked off Q3 with strong momentum, generating $2.3 billion in total dealflow. The month was dominated by FanDuel's $1.76 billion acquisition and SharpLink's $413 million post-IPO round. Overall, investment activity reached $506.9 million across 14 funding rounds, while disclosed M&A totaled $1.8 billion over 3 acquisitions.
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Top News from the World of Sports Tech & Biz
🏀 NBA Africa opened applications for its 2025 Triple Double Accelerator Program, offering African startups up to $50,000 in cash prizes to support basketball-related innovation.
⚽ Sportradar launched its AI-driven “Bettor Sense” solution to support responsible gambling, with Brazilian operator BETesporte becoming the first adopter.
⚽ Whitecap Sports Group, a Tampa-based sports M&A and advisory firm, launched a women’s sports division led by former NWSL player Chelsee Washington to focus exclusively on investment banking and advisory in the women’s sports sector.
⚽ IFAB approved the continued use of referee body-cameras, paving the way for their possible introduction at the 2026 FIFA World Cup following trials at the Club World Cup.
⚾ The Cincinnati Reds debuted the first holographic wall in an MLB ballpark, a 15-foot-wide display installed along the third base concourse at Great American Ball Park.
⛳ A fleet of 15 autonomous mowers replaced human-operated machines at the Women’s Open at Royal Porthcawl, using satellite technology to maintain all fairways and practice areas.
🎾 The ATP Tour launched “Collect,” a playable digital collection game allowing fans to collect matches from major events starting with four tournaments in 2025.
⚽ Genius Sports added Italy’s Serie A to its exclusive official betting data and streaming rights portfolio, making it the third Big 5 European league in its stable alongside the Premier League and Ligue 1.
🏈 ESPN and the ACC introduced officiating transparency for select games, allowing audiences to hear review deliberations during live broadcasts.
🚴 iFIT, a leading intelligent fitness platform, expanded its partnership with gaming content provider Ergatta to cover new games and modalities, including integration with the NordicTrack Tour de France Indoor Bike.
🤼 ESPN and WWE agreed to a landmark rights deal making ESPN platforms the exclusive U.S. home for all WWE Premium Live Events, including WrestleMania, starting in 2026.
⛳ CBS Sports reported its most-watched golf season in seven years in 2025, with ratings up 17% from 2024.
🏐 LOVB Omaha announced a new ownership group and rebranded its League One Volleyball team with plans for expanded local engagement.
🎾 The USTA greenlit a new reality dating series, “Game, Set, Matchmaker,” to be filmed entirely at the US Open.
📺 YES Network’s animated kids’ show “Bronx Buds” returned for a second season, featuring appearances by Yankees broadcasters Michael Kay, John Flaherty, Meredith Marakovits, and Nancy Newman.
Money Talks:
💸 In a blockbuster trade, the NFL and ESPN formally announced their billion-dollar agreement that will see ESPN acquire NFL media assets - including NFL Network, linear distribution rights to RedZone and NFL Fantasy - in exchange for the NFL receiving a 10% ownership stake in ESPN.
💰 SharpLink Gaming raised $264.5 million through its ATM facility in one week and increased its Ethereum holdings to 521,939 ETH (Ether), strengthening its position among top corporate ETH holders.
💰 Apple iSports, a gaming, entertainment, media and technology services company, announced the commitment of up to $25 million in growth capital Facility by LDA Capital Group.
💰 Grass League, the world’s first high‑stakes par‑3 golf league, closed a $2.75 million round of funding to help accelerate its mission to establish par‑3 golf as a standalone sport.
🤝 Garmin acquired MYLAPS, a leading Dutch provider of integrated timing, live tracking and performance analysis tools that help create the ultimate sports experience for millions of athletes and spectators, for an undisclosed amount.
🤝 Lagonda Global Holdings Plc agreed to sell its minority stake in the Aston Martin F1 racing team for £110 million ($142 million) at a £2.4 billion valuation.
🤝 SEGG Media acquired the technology assets and user base of GXR Racer Holdings Limited for $10 million to strengthen its gaming technology footprint.
🤝 Betsperts Media & Technology Group, a leading innovator in sports betting and fantasy sports content, acquired Fantasy National Golf Club from SportsHub Games Network for an undisclosed amount.
💸 Fox Corporation acquired a one-third stake in Penske Entertainment, securing a multi-year INDYCAR media rights extension and launching a broader strategic partnership.
💸 Tennis star Novak Djokovic and former F1 drivers invested in French second-tier football club Le Mans FC, joining a diverse investor group to support the team’s growth.
📊 Forbes ranked CAA as the world’s most valuable sports agency in 2025, managing over $20 billion in contracts, amid increased private equity investment in talent representation.
Recap from our content archive:
🔙 STX Article: New Leagues and Emerging Formats
✅ STX Monthly: Last month’s sports tech dealflow, in case you missed it.
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