Highlight Reel: CAA Acquires Portas to Expand Global Sports Advisory Capabilities 🤝
Plus, Everton to give Goodison Park another lease of life and why we should expect more collaborations between traditional sports leagues and influencers...
Good morning!
Thanks to everyone who joined us yesterday for our first ever Sports Pundit masterclass, hosted brilliantly by Lucien Okill. And a big thank you to Sophie for the kind invite to the Sports Industry Awards. It was a great night in excellent company (awesome also to see a few SPers picking up awards!).
Next week, I’ll be in Amsterdam for Soccerex. We’ll also hosting our first Dutch Sports Pundit social at 7pm on Tuesday near the Arena (with the event’s blessing no less). If you’re in town, come by and also feel free to drop me a note.
The next London social will be on the 29th May at Greenwood (RSVP). We’ll also be trialling a ticketed co-working session from 2-6pm beforehand.
Now, on to this week’s stories:
CAA Acquires Sports Advisory Firm Portas 🤝
NFL game in São Paulo to stream on YouTube 🏈
Goodison Park to Become Home of Everton Women 🏟️
Let’s get into it:
AGENTS OF CHANGE
CAA Acquires Portas to Expand Global Sports Advisory Capabilities 🤝
Creative Artists Agency (CAA) Sports has acquired Portas Consulting, one of the leading global advisory firms in sport, as it looks to deepen its footprint across strategy, governance, and commercial transformation.
Portas brings a team of 160 consultants and offices in London, Riyadh, Dubai, and Singapore, having worked across 40+ countries with clients ranging from Olympic committees to private investors.
The rebranded CAA Portas will help governments, federations, leagues, and clubs tackle everything from national sports policy and investment feasibility to commercial growth and fan participation.
CAA Sports President Paul Danforth said the deal supports their international growth plan by “adding unique expertise to an already robust suite of services.”
Portas has grown 30% annually for the last decade, and will now sit alongside CAA’s other verticals including athlete representation, venue development (CAA ICON), executive search, and media rights advisory.
Why It Matters:
This move is a reflection of where the industry is headed: a service economy, where the biggest players offer everything under one roof. Strategy. Sales. Data. Talent.
The logic is (fairly) simple. Once you’re through the door, the smartest play is to layer on more value. Sales cycles in sport are long, relationships are sticky, and switching is rare. That’s why we’re seeing so many giants (See: Wasserman, Two Circles, Hudl, Genius, WSC Sports, Sportradar) all building horizontally.
For CAA, Portas gives them rare depth on the consulting side, especially in emerging markets and government-backed sport, while for Portas, it’s a platform to scale globally with added commercial firepower.
OPINION: NO SLOWING DOWN
🗣️ Brendon Kleen: Are We Watching Sports or Watching iShowSpeed Watch Sports? 🤔
“So, what’s the deal? Why is iShowSpeed so popular in the world of sports? Well, he’s doing something that’s shaking up a space dominated by the same names for decades. It’s not about polished studio segments or high-level analysis. It’s about energy. Raw, unfiltered, and unpolished energy that feels like you’re watching your most exciting friend commentate on a game, and not some robot reading from a script. Speed brings a level of engagement that’s simply impossible to ignore.
What iShowSpeed is doing isn’t an anomaly, it’s part of a larger shift. For years, networks like ESPN and NBC have ruled the roost, offering viewers a predictable, if somewhat stale, broadcast of their favorite sporting events. But the world of sports media is changing fast. The younger generation, often referred to as "digital natives," is increasingly turning to platforms like YouTube, Twitch, and TikTok to get their sports fix.
…Looking ahead, it’s clear that iShowSpeed isn’t just a momentary flash in the pan. He represents a new era in sports broadcasting, one where fans engage directly with their favorite creators, not just as passive viewers, but as active participants in the experience.The upcoming years will likely see more collaborations between traditional sports leagues and influencers. YouTube, already a key player in broadcasting the NFL’s Sunday Ticket, is
expectedto stream a Week 1 game in São Paulo for free, further blurring the lines between traditional sports TV and creator-driven content. This is a model that could be replicated globally.”
HIGHLIGHTS
Innovation
Sports Pundit is launching the SP Innovation Podcast hosted by former All Blacks and FC Barcelona executive Leanne Bats.
French football is creating a Premier League-style structure for Ligue 1, with FFF, CVC, and clubs as key stakeholders.
Harley-Davidson and MotoGP are teaming up to launch a 12-race global championship using bagger motorcycles from 2026.
Media
Reebok’s brand comeback will be documented in Power Moves, a Netflix series following Shaq and Iverson’s executive roles.
The Premier League is backing broadcaster requests for more access, including dressing room footage and in-game interviews, as part of its new £6.7bn TV deal.
The NFL’s 2025 Week 1 Friday game in São Paulo will stream exclusively on YouTube, with the Chargers hosting at Corinthians Arena.
🎥 SPONSORED HIGHLIGHT | Brought to you by WSC Sports
Don’t Only Feed The Platform
Every day you rely on social media for reach, you're handing over value to someone else’s business model.
WSC Sports’ latest report lays it bare: Too many teams, leagues, and broadcasters are chasing views instead of building owned audiences.
Here’s the problem:
Third-party platforms keep the data 📉
They own the ad revenue 💸
And you lose long-term fan loyalty 😮💨
Your content shouldn’t end with a scroll. It should lead somewhere, be it a newsletter signup, an app download, a ticket purchase, a fan vote. Something that builds your ecosystem, not theirs.
Success today means using social as top-of-funnel, not the whole funnel.
WSC Sports report shows you how to do it, with strategies to:
Optimise the fan journey
Increase signups and app downloads
Turn passive views into lasting engagement
It’s not about leaving social. It’s about making it work for you. The longer you wait, the more value you give away.
Finance
Alexis Ohanian has reportedly acquired a 10% stake in Chelsea Women for £20 million, valuing the WSL champions at £200 million.
The LA Chargers are in advanced talks to sell a minority stake to Arctos Partners, continuing the trend of private equity entering the NFL.
Former Dallas Mavericks owner Mark Cuban is to serve as a general partner for Harbinger Sports Partners Fund. The new $750 million sports-focused private equity fund is targeting minority stakes in NBA, MLB and NFL franchises.
Marketing
Juventus has signed a dual front-of-shirt deal with Jeep and Visit Detroit through 2028, with both logos featured in domestic matches and Jeep taking the lead for European games.
Booking.com has become the Official Online Travel Partner of the NBA and WNBA as part of a new multiyear global deal.
Evelyn Partners has signed a three-year partnership with the Netball Super League, supporting its professionalisation and providing financial education for female athletes.
BREAKING GROUND
Goodison Park to Get New Lease of Life as Home of Everton Women 🏟️
In a landmark move for the women’s game, Everton have announced that Goodison Park will become the permanent home of Everton Women from next season, making it the first major UK stadium dedicated solely to a women’s team.
Goodison was set for demolition once the men’s team move to Bramley-Moore Dock but will now be reimagined as the new long-term home for the women’s side.
The Friedkin Group, new American owners of Everton (and also of AS Roma), made the call as a “statement of intent” to build Everton Women into a top-tier club.
Despite some work being needed at Goodison, it’s a major upgrade from Walton Hall Park (2,220 capacity), and comes at a time when the WSL is seeking ways to reignite growth in weekly attendances following a plateau in momentum.
The move also has deep historical resonance: Goodison hosted the record-setting Dick, Kerr Ladies match in 1920 and remains one of the oldest and most iconic venues in the world.
Why It Matters:
This isn’t a safe, momentum-backed move. A year ago, you might’ve made this call riding the wave of rising WSL attendances and media buzz. But that growth has plateaued, and several top-flight clubs have begun deprioritising their women’s sides in the face of financial or on-pitch pressure on the men’s side.
That’s what makes this such a big statement from Everton’s new ownership. Turning Goodison, one of English football’s most historic venues, into a purpose-built home for Everton Women gives the team a powerful platform and shows real care and ambition for the club, both men’s and women’s.
But it won’t fill itself. Expect to see plenty of inventive campaigns and community-driven initiatives if they are to successfully turn this bold decision into a long-term success story.
GROUP CHAT
That’s a wrap for this week - huge thanks to everyone who’s part of our growing community.
A special shoutout to Lucien Okill for his contributions this week, notably for hosting an amazing negotiation masterclass for a group of around 25 SPers yesterday morning. It’s always cool to find new ways to continually bring value to you all. This earns him our title of Contributor of the Week 👑🙏
Welcome to all of our new members, too:
Nick Winn (Infront Sports & Media)
Darragh Schmidt (Enterprise Ireland)
Marc Dalla-Riva (TwelfthMan)
Alessandro Pellegrini
James Robson (GB Rowing / Cambridge University)
Hunter Packalen
Matt Roberts (Formula E)
Not part of the group yet? What are you waiting for? Apply to join us by filling out a simple form on the website. Feel free to share this link with (your favourite) colleagues.
P.S. You can see a full list of all the current members, here.
ON THE PODCAST
#53 Leanne Bats: Taking Lessons from FC Barcelona and the All Blacks to a Regional Sports Trust
On today’s episode I’m joined by Leanne Bats, Head of Digital and Innovation at Sport Waikato, a not for profit Regional Sports Trust in New Zealand with the vision of 'Everyone out there and active'.
You might be thinking it’s fairly unique for a regional sports trust to have someone leading innovation, and you’d be right. This isn’t a typical role, it’s one that has been created specifically for Leanne - a former Football Fern, who has gone on to work with some of the biggest sporting IP on the planet in the form of the FC Barcelona and the All Blacks.
In this conversation, we discuss how she’s implementing innovation to increase participation in Waikato, a region in the upper North Island of New Zealand. We also discuss what she has learnt from her time with NZ rugby, her philosophy towards innovation, as well as who inspires her.
SPORTS BUSINESS CONFERENCES
What’s Coming up This Month? 🤔 And How to Get a Discount 🎟️
This month has plenty of major conferences, from Soccerex in Amsterdam, Middle East Sports Investment Forum in London, 4se in New York, and SportsPro Live in London, and The Spot in Lausanne.
We’ve created a calendar featuring over 125+ industry events across the year that you can access for free here 📆
Even better, we’ve agreed discounts with many of these leading conference organisers if you book via the Sports Pundit website. For example, we’re offering 15% off Soccerex! Use the link below to view and book.
JOBS BOARD
We're not a recruitment agent, but we have created a custom search on LinkedIn to help to you to find some the most exciting job opportunities within the sports industry a little bit more easily…`