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Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.
PERSONNEL
Levy Hires Steve Dolinsky for Food Projects
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Levy has hired broadcast journalist Steve Dolinsky after he spent 30 years of covering the food beat in Chicago and appearing regularly on national food programs. Dolinsky begins his new role later this month. Known as “The Food Guy”—the title of his weekly segment on NBC 5 Chicago—Dolinsky will focus on trendspotting, relationship building and creative execution across Levy’s network of venues spanning restaurants, sports, entertainment, convention centers, cultural attractions, festivals and more. Dolinksy is a 13-time James Beard award-winning and two-time Emmy Award-winning food journalist.
Lights Out Productions Hires David Tetreault as President
Lights Out Productions, parent company of BKB Bare Knuckle Boxing and its developmental league Trigon Combat, has appointed David Tetreault as its president. Previously, Tetreault held executive positions at Sony Pictures, Warner Brothers, FOX, Clear TV, Golden Boy Productions and Triller.
LPGA Board of Directors Elects Craig Kessler as Commissioner
The Ladies Professional Golf Association (LPGA) announced that its Board of Directors has elected Craig Kessler as the organization’s 10th Commissioner. Kessler was selected following a global search led by the board’s search committee and shaped by input from LPGA Tour athletes, partners, staff and key stakeholders. Most recently, Kessler served as Chief Operating Officer of the PGA of America.
PARTNERSHIPS
Sonic Drive-In Returns as Presenting Sponsor for X Games Salt Lake City
Sonic Drive-In has been named the Presenting Partner for X Games Salt Lake City 2025. The deal will include Sonic activations and integrations with top X Games athletes, including the the Sonic Park Course, where athletes will compete in a Sonic-themed area.
TOCA Football Gets $35M in Funding, Extends Partnership With MLS
Toca Football, an AI soccer training and entertainment company in North America, has secured $35 million in new funding, including $15 million in equity, and extended its official partnership with Major League Soccer through 2036. The company has also received $20 million in debt from J.P. Morgan Commercial Banking.
Fanatics Sportsbook Partners With New York Racing Team
Fanatics Sportsbook has become the primary sponsor of the New York Racing team’s No. 44 Chevrolet, driven by star driver J.J. Yeley for two NASCAR Cup Series’ races: the Cracker Barrel 400 at Nashville Superspeedway and the NASCAR Cup Series Championship Race at Phoenix Raceway. The Fanatics Sportsbook No. 44 Chevrolet will take to the track decked in the company’s colors and adorned with the Fanatics Sportsbook logo on the hood and sides of the car. Fanatics Sportsbook will have new customer offers and betting specials for the Nashville and Phoenix races.
Lexus Named Official Automotive Partner of Premier Lacrosse League
The Premier Lacrosse League (PLL) announced a partnership with Lexus, the luxury automotive brand, as the league’s first automotive partner. Lexus will serve as the entitlement sponsor of the 2025 PLL and WLL All-Star Weekend, as well as the 2025 PLL End of Year Awards.
Overtime Select and E.L.F. Cosmetics Enter Partnership
Overtime Select and E.L.F. Cosmetics have joined forces on a league partnership. To kick off the partnership, the eight-team basketball league hosted the Dream Tryout, an event that provided one hooper with the opportunity to compete to join a team in the league. In addition to the Dream Tryout, E.L.F. Cosmetics will have a glam station complete with products in OTE Arena. It will also host a “Show Your Colors” night to “celebrate diversity and champion positivity, inclusivity and accessibility.”
Oracle Red Bull Racing, Visa Dial Up Partnership From Monaco Grand Prix
Oracle Red Bull Racing enhanced its partnership with Visa by introducing Visa Infinite branding in prime positions on the Oracle Red Bull Racing RB21 cars, debuting at the Monaco Grand Prix. With Yuki Tsunoda and four-time world champion Max Verstappen behind the wheel, Visa branding will be prominently featured on the premium front wing position of the car, with the Visa Infinite logo included on the Oracle Red Bull Racing driver polos and the RB21 halo during races throughout the remaining Formula 1 calendar. The companies are building on the title partnership with Visa Cash App Racing Bulls and the Visa Cash App Racing Bulls Academy Programme team initiated in 2024.
PRODUCTS
MSG Networks to Televise New York Dragons Games
MSG Networks will be the television home for the New York Dragons of the Entertainment Football Association for the 2025 season, beginning with the home opener on June 14. Pro Football Hall of Famer and former Buffalo Bills wide receiver Andre Reed will serve as leaguecommissioner and will be joined opening night by other sports legends celebrating the 35th anniversary of House Party the Movie.
Fintech Platform Roy Inc. Launches NILVault
Roy, a fintech startup developing tool to support NIL, has launched NILVault, a software platform that automates the reporting and organization of NIL deals for athletic departments and universities. The platform is designed to ensure programs stay compliant with new reporting requirements that could take effect as part of the pending House v. NCAA settlement. Athletes sign up, upload their NIL contract and the platform automatically reviews and reports the details to the university’s compliance team. Once an athlete is onboarded, their bank account is linked directly to NILVault enabling the platform to monitor transactions and flag potential NIL payments over the $600 reporting threshold via text message.
PURCHASES
Elevate Expands Global Reach With Acquisition of RISE Group
Elevate has acquired the RISE Group, a commercial services consultancy in the Middle East. The move, subject to regulatory approval, extends Elevate’s operations into the region for the first time, adding RISE’s presence in Riyadh, Jeddah, Abu Dhabi, and Dubai to Elevate’s footprint across North and South America, Europe, Asia and Australia. RISE creates, implements and activates commercial opportunities for public and private clients. As part of this acquisition, RISE co-founders Seth Holmes and Tom Berrington will take on leadership roles within Elevate.
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