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On the wire

Sports Edge

Issued Friday, July 24, 2026 · 15:00 UTC Edition 8/day editions · 5 desks From the chopped neck
7
On the wire
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Ranked by the pour ISABELLA'S ISLAY HENRI IV MACALLAN 1926 LOUIS XIII PAPPY 23 JOHNNIE BLUE WELL POUR
Also crossing the wire
ISABELLA'S ISLAYColumbus Haslams secured NWSL expansion at $205M franchise feeHENRI IVAsian Tour joined PGA–DP World alliance, closing LIV Golf's investor doorMACALLAN 1926WTA Finals flee Saudi Arabia mid-deal, relocate to Indian Wells 2026LOUIS XIIISix Georgia players signed Nike NIL bundle; one recruit included in collectivePAPPY 23McLaren, Aston Martin sign Dirt Is Good sponsorships and F1 Academy dealsJOHNNIE BLUENike expanded athlete NIL deals across Georgia, Ohio State, South CarolinaWELL POURLIV Golf investor hunt stalls as PGA–Asian Tour alliance closes capital conduitsISABELLA'S ISLAYColumbus Haslams secured NWSL expansion at $205M franchise feeHENRI IVAsian Tour joined PGA–DP World alliance, closing LIV Golf's investor doorMACALLAN 1926WTA Finals flee Saudi Arabia mid-deal, relocate to Indian Wells 2026LOUIS XIIISix Georgia players signed Nike NIL bundle; one recruit included in collectivePAPPY 23McLaren, Aston Martin sign Dirt Is Good sponsorships and F1 Academy dealsJOHNNIE BLUENike expanded athlete NIL deals across Georgia, Ohio State, South CarolinaWELL POURLIV Golf investor hunt stalls as PGA–Asian Tour alliance closes capital conduits
Showing 7 stories
ISABELLA'S ISLAY League Expansion Jul 24, 11:02 AM EDT
NWSL
New York Times Athletic ↗

Columbus Haslams secured NWSL expansion at $205M franchise fee

The NWSL has awarded an expansion franchise to Columbus, Ohio, backed by Haslam Sports Group, with the team set to begin play in 2028 at a record franchise fee of $205 million.

ReadingWomen's sports valuation is no longer negotiable. It is market-clearing.
WatchWhat the next NWSL expansion city pays. If it runs north of $250M, capital has reset the category.
Read full analysis → Original ↗
nwslexpansionhaslamscolumbus
HENRI IV League Expansion Jul 24, 11:02 AM EDT
PGA Tour / DP World Tour / Asian Tour
MSN Sports ↗

Asian Tour joined PGA–DP World alliance, closing LIV Golf's investor door

The PGA Tour, European DP World Tour, and Asian Tour announced a strategic alliance creating co-sanctioned events and pathways between the three tours, effectively positioning LIV Golf outside the global collaboration framework.

ReadingInstitutional golf just moved left of LIV's most profitable markets.
WatchWhich Saudi-backed LIV athletes request exits by season's end. Sponsorship activation becomes harder when your league sits outside the global ecosystem.
Read full analysis → Original ↗
golfpgalivasian-tour
MACALLAN 1926 Media Rights Jul 24, 11:02 AM EDT
WTA Tour
Reuters ↗

WTA Finals flee Saudi Arabia mid-deal, relocate to Indian Wells 2026

The WTA Tour ended its partnership with Saudi Arabia to host the season-ending Finals one year early, with the 2026 event moving to Indian Wells, California, after the women's tennis governing body requested early termination.

ReadingSponsorship reputation risk outweighed guaranteed revenue. The WTA calculated that early exit cost less than continued association.
WatchWhether Saudi Arabia exercises exit clauses in other sport deals, or doubles down to prove commitment. This move sets precedent for other tours.
Read full analysis → Original ↗
wtatennissaudiindian-wells
LOUIS XIII NIL & Collegiate Jul 24, 11:02 AM EDT
Georgia Bulldogs / Nike
MSN Sports ↗

Six Georgia players signed Nike NIL bundle; one recruit included in collective

Six Georgia football players and one recruit announced name, image and likeness deals with Nike, representing the brand as part of a coordinated athlete partnership program.

ReadingBrand-to-program deals are displacing athlete-to-agent deals. Nike wrote one check and got roster coverage.
WatchHow many other blue-blood programs announce similar bundles in the next 90 days. This is the NIL model that scales.
Read full analysis → Original ↗
uganilnikecollegiate
PAPPY 23 Sponsorship & Kit Jul 24, 11:02 AM EDT
McLaren Racing / Aston Martin F1
MSN Sports ↗

McLaren, Aston Martin sign Dirt Is Good sponsorships and F1 Academy deals

Formula 1 teams McLaren and Aston Martin have added new commercial partners through deals with Dirt Is Good, including sponsorship agreements and F1 Academy partnerships.

ReadingSponsor consolidation is real when two constructors sign the same partner in tandem.
WatchWhich other F1 teams add Dirt Is Good within 60 days. Sponsor momentum in F1 runs through adoption clusters.
Read full analysis → Original ↗
f1mclarenaston-martinsponsorship
JOHNNIE BLUE NIL & Collegiate Jul 24, 11:02 AM EDT
Collegiate Athletics / Nike
Multiple sources ↗

Nike expanded athlete NIL deals across Georgia, Ohio State, South Carolina

Nike has announced coordinated NIL deals with football and basketball players across Georgia, Ohio State, and South Carolina, signaling an institutional approach to athlete partnerships at blue-blood programs.

ReadingCollegiate athletes are becoming sponsored by their institutions, not by themselves. Nike controls the category.
WatchWhether other brands replicate Nike's program-bundle model with their own blue-blood portfolio.
Read full analysis → Original ↗
nilnikecollegiatemulti-program
WELL POUR League Expansion Jul 24, 11:02 AM EDT
LIV Golf
MSN Sports ↗

LIV Golf investor hunt stalls as PGA–Asian Tour alliance closes capital conduits

LIV Golf is searching for replacement investors after Saudi Arabia withdrew funding, facing added pressure as the PGA Tour, DP World Tour, and Asian Tour announced a strategic alliance that displaces LIV from global golf collaboration.

ReadingLIV's next investor will be a distressed-asset play, not a golf play.
WatchWhether LIV accelerates a shutdown or attempts a pivot. Operator confidence just broke.
Read full analysis → Original ↗
liv-golfsaudifundingpga