2023 has been another year of intense activity in the sports business industry, with hundreds of sponsorship tie-ups, media rights deals, and mergers having been agreed over the last 12 months.
Over that period, we have seen yet more private investment into tours, leagues, and clubs, the rise of Saudi Arabia as a key player in all matters of sport, and some of the world's largest sporting properties secure lucrative new commercial agreements.
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Having covered a wide range of sports from around the world throughout the year, here are our 12 most impactful deals and decisions of 2023:
1. January 16 – WBD and EBU joint bid for 2026-32 Olympics rights in Europe comes out on top
The International Olympic Committee tied up long-term broadcast partners across multiple key markets through this deal.
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2. March 7 – CVC adds tennis to investment portfolio as WTA confirms commercial tie-up
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By GlobalDataCVC brought women's tennis into a sports investment stable already including European soccer and rugby union.
3. April 3 – Endeavor acquires WWE through creation of new company
This deal paved the way for the creation of a new publicly-listed company, TKO Group, and combined two of the most iconic sports and entertainment brands.
4. May 22 – BCCI confirms Adidas as new kit supplier
This long-term agreement brought to an end a period of change in terms of the Indian cricket body's kit supply arrangements.
5. June 6 – LIV Golf, PGA Tour, and DP World Tour to merge in seismic truce
This major story is expected to run and run, with other investments into the PGA and DP World tours now reportedly being considered.
6. June 8 – Deal focus: PIF’s acquisition of Saudi Pro League clubs
Saudi Arabia's Public Investment Fund now holds controlling stakes in four prominent clubs in the country's top-tier men's soccer league.
7. July 31 – Man United and Adidas pen 10-year extension worth £900m
This renewal until 2035 is the most lucrative in the history of the Premier League.
8. October 14 – Netflix to make live sports debut with F1-PGA Tour golf event
The streaming platform has since detailed plans for a second live event, building on the success of much of its sports-based content in recent times.
9. November 1 – Saudi Arabia gets clear run to 2034 World Cup as sole bidder
Saudi Arabia will host men's soccer's 2034 FIFA World Cup, the jewel in its sporting properties crown – so far.
10. November 16 – Signal: NWSL agrees $240m domestic media rights deals
The US women's soccer league has signed off four-year contracts with a quartet of partners – ESPN, CBS, Amazon, and Scripps.
11. December 5 – Sky and TNT Sports retain domestic EPL rights in £6.7bn deal
Interestingly, Amazon – with its growing portfolio of live sporting content – chose not to renew its own set of domestic rights, however.
12. December 6 – Signal: French Alps, Salt Lake City set to host 2030, 2034 Winter Olympics
The International Olympic Committee chose – in an unusual move – to allocate the hosts of two Winter Olympics in one go.
