Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.
PERSONNEL
New York-New Jersey World Cup Host Committee Expands Business Team
The NYNJ Host Committee has named Roger Kamau as chief financial officer, alongside Robert Long as comptroller and Michael Verna as vice president of partnership marketing. Kamau will manage revenue from corporate partnerships as well as the organization’s overall budget. Kamau joins from the Milwaukee Bucks, where he served as SVP of financial strategy and analysis. Long, who has over 40 years of experience across the private sector, government, nonprofits and campaigns, will oversee the organization’s financial reporting, compliance and internal controls. Verna will support the committee’s co-branded partner campaigns to ensure the committee’s voice and those of its sponsors breaks through to key audiences. Verna previously served as VP of partnership management for the New York Islanders and UBS Arena.
Jon Gruden Joins Nashville Kats Ownership Group as Partner
Longtime NFL and Super Bowl-winning coach Jon Gruden has become a partner with the Nashville Kats of the Arena Football 1 league and their ownership group, Fisher Football Ventures LLC. Gruden will be a partner with consulting and advisory roles in all aspects of the team’s football and business operations. Gruden joined Barstool Sports in November 2024.
Ampersand Names Todd Braverman as Chief Revenue Officer
Todd Braverman has been appointed the chief revenue officer for Ampersand, a TV advertising and technology company. As CRO, Braverman will be responsible for leading Ampersand’s revenue strategy across its suite of data-driven, multiscreen TV advertising products. He will focus on deepening relationships with brands, agencies and partners. Braverman joins Ampersand from Nexstar, where he served as executive vice president, head of national sales.
USA Football Makes Two Leadership Hires
USA Football, the national governing body of American football in the U.S., has named Sam Rapoport as senior advisor and John Park as the chair of its high performance committee. Rapoport, a longtime NFL league office executive known for her work on the league’s gender equity, brings her expertise to USA Football ahead of flag football’s Olympic debut. Park, the former director of strategic football operations for the Dallas Cowboys, will lead the committee that advises USA Football on the discovery and development of athletes and coaches for roles on the U.S. national teams. Rapoport created the NFL Women’s Forum, which has helped the NFL go from zero to 15 full-time female coaches and scouting roles.
FreeGame Appoints Billy Baron, Jamie Wood for Basketball and Football
FreeGame, the athlete management group, announced the appointments of Billy Baron as president of basketball and Jamie Wood as president of football. FreeGame, which officially launched in April 2025, is co-founded by former professional basketball players Derrick Brown and Jordan Taylor. FreeGame’s representation model features “athlete managers” who are all former athletes. Baron played at Canisius, Rhode Island and Virginia, and had a 10-year European pro career. Wood, a former U.S. Army All-American and safety for Ohio State, will take the helm of FreeGame’s football division. Prior to joining FreeGame, Wood served as the assistant athletic director of NIL at Texas A&M and held numerous roles in Ohio State’s athletic department.
PARTNERSHIPS
Visa Announced as Official Partner of FIFA Club World Cup
Visa, a long-standing FIFA partner, will be an Official Partner of the maiden edition of the FIFA Club World Cup, which will take place across the United States from June 14 to July 13. As an official FIFA Club World Cup 2025 partner, Visa will amplify the fan experience through unique programs for spectators that bring them closer to the action.
AutoTrader and NHL Announce Multiyear Canadian Partnership
AutoTrader and the NHL announced a new multiyear Canadian partnership, naming AutoTrader the Official Pre-Owned Automotive Marketplace of the NHL. As part of AutoTrader’s first professional sports league partnership, the company will receive prominent brand exposure on the NHL’s digital enhanced dasherboards during national NHL regular season and Stanley Cup Playoffs broadcasts in Canada. The system allows for the digital replacement of camera-visible dasherboards in local, national and international game feeds, enabling market-specific branding and promotional messaging.
Cash App to Become Official Financial Services Partner of Atlanta Dream
Cash App will become an Official Financial Services Partner of the Atlanta Dream and the jersey sponsor for the 2025 season. Cash App’s logo will be prominently displayed on all three versions of the Atlanta Dream jersey, in two locations—the patch (chest) and marquee (abdomen) positions. The Dream will also incorporate Cash App in the design of the team’s practice shirts. Cash App will help extend the Dream’s Atlanta-based community programming through camps and clinics for young girls, integrating STEM, leadership training and basketball skills. Cash App will be integrated into the Dream fan’s game-day experience in a number of ways, including discount programs on merchandise and in-arena food and beverages for customers, as well as branded giveaways and in-game activations.
EverPass Media, DAZN Partner on FIFA Club World Cup 2025 Distribution
EverPass Media, a dedicated sports media platform for commercial businesses, and DAZN announced a commercial distribution agreement in the U.S. that will allow EverPass customers to stream every game of the FIFA Club World Cup 2025. The month-long tournament kicks off June 14, with 63 matches featuring 32 clubs from each of the six international confederations, creating matchups between AFC, CAF, CONCACAF, CONMEBOL, OFC and UEFA teams. This agreement marks the first distribution partnership between EverPass and DAZN.
New York Liberty Partners With Fenty Beauty, Fenty Skin
Fenty Beauty and Fenty Skin are bringing Rihanna’s makeup and skin-care products to the courts as the Beauty Partner of the 2024 WNBA champion New York Liberty. This is the first official WNBA team partnership for Fenty Beauty and Fenty Skin. Fenty Beauty logos will adorn the team’s official pregame warmup jackets and shooting shirts worn during home and away games, and the brands will also engage with fans through various in-arena activations.
Tim Smith Spirits Named Official Whiskey Partner of TCL Team Boxing League
TCL Team Boxing League has entered into a multiplatform partnership with Tim Smith Spirits, the craft distiller behind Climax Fire No. 32 (“Fire 32 Whiskey”), a cinnamon spice flavored whiskey. As the Official Whiskey Partner of TCL, Tim Smith Spirits and its Fire 32 Whiskey will be activated across TCL’s third season through a campaign spanning broadcast, in-ring branding, digital integration and on-site fan engagement. Fire 32 Whiskey will be prominently featured during TCL broadcasts on multiplatform network Merit TV. The partnership includes commercial spots, sponsored features and integrated content during weekly matchups, including “Knockout of the Match.” Fire 32 Whiskey branding will also appear inside the ring at all league events.
LA Kings and Splitero Renew and Expand Partnership
The LA Kings and Splitero, the financial technology company, are renewing and expanding their strategic partnership. The multiyear renewal agreement, brokered by AEG Global Partnerships, reinforces Splitero’s role as the LA Kings’ Official and Exclusive Home Equity Partner. Additionally, the enhanced relationship provides Splitero with new opportunities for fan engagement, education and brand integration. Splitero will be prominently integrated across static dasherboards, LED ribbon boards, scoreboard halo signage and digitally enhanced dasherboards during all home games at Crypto.com Arena, as well as during select nationally broadcast matchups.
