This week in sports business, several developments stood out, from a groundbreaking streaming move by the NFL to Caitlin Clark continuing to prove her massive draw for basketball fans. Dan Shanoff, sports business editor at The Athletic, spotlighted a few key case studies that captured attention across the industry.
A major shift may be coming to NFL broadcasting as YouTube prepares to exclusively stream a live game for the first time. The game in question is likely to be the Friday night matchup in Brazil during Week 1, and it will be free to watch on the platform. This signals a notable change in the way sports are distributed, particularly since YouTube remains one of the most dominant video platforms globally. Last year’s equivalent game, streamed on Peacock, attracted 14 million viewers—now the expectations are even higher with YouTube removing the paywall and offering broader accessibility. The NFL stands to gain from this experiment, especially with Google emerging as a serious contender for future broadcasting rights.
Meanwhile, Caitlin Clark’s influence continues to redefine expectations in women’s basketball. Despite the game being a low-stakes preseason exhibition between the Indiana Fever and the Brazilian national team, it still drew over a million viewers. That kind of attention is typically reserved for marquee NBA matchups, particularly those involving stars like LeBron James. The impressive turnout illustrates the strength of Clark’s personal brand and her magnetic appeal. Even in an unusual time slot with minimal promotion and a relatively unknown opponent, fans showed up in huge numbers—suggesting that nearly any game involving Clark is appointment viewing.
In the college sports world, Nick Saban is taking on a new role that could impact the future of the NCAA landscape. Alongside Texas Tech board chair Cody Campbell, Saban is expected to co-chair a proposed commission on college athletics, supported by former President Donald Trump. Though this commission won’t have legislative power, it underscores the urgency felt by stakeholders in bringing structure and fairness to collegiate sports, especially around name, image, and likeness (NIL) policies. While meaningful change might be elusive in the short term, the involvement of a figure like Saban ensures the conversation stays active and visible.
On the branding front, Utah’s new NHL team revealed its name and identity this week: the “Utah Mammoth.” Fans and branding enthusiasts alike are embracing the choice, particularly the singular form of the name and the clever logo, which subtly incorporates the state outline. The slogan “Tusks up!” adds a fun and memorable rallying cry, with potential for unique hand gestures to go along with it. The team’s collaborative approach, which involved fan feedback, made the branding even more well-received, earning high marks for both creativity and inclusivity.
To round out the week, two niche but fascinating stories emerged. One explored why tennis broadcasts sometimes make it hard to follow the ball or players on screen, with suggestions for improving the viewing experience. Another offered a behind-the-scenes glimpse into how Lego partnered with Formula 1 to build life-sized replicas of race cars. These innovative projects show how sports continue to evolve not just on the field, but in how they connect with fans through media, branding, and unexpected collaborations.
