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On the wire

Sports Edge

Issued Tuesday, July 28, 2026 · 03:00 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 ISLAYNWSL expansion in Columbus valued at $205M, reshaping women's sports capitalHENRI IVTexas Tech renames football stadium to Galaxy for undisclosed tech partnershipMACALLAN 1926WTA Finals exits Saudi Arabia early, relocates to Indian Wells for undisclosed termsLOUIS XIIINike signs 6 Georgia football players to Blue Ribbon Elite NIL programPAPPY 23Kewan Lacy signs NIL partnership with Q-Collar for brain safety advocacyJOHNNIE BLUENike signs 3 Ohio State players and 5 South Carolina athletes to unified NIL strategyWELL POURESPYS introduces 'Best Tunnel Fit' award for athlete fashion on July 15ISABELLA'S ISLAYNWSL expansion in Columbus valued at $205M, reshaping women's sports capitalHENRI IVTexas Tech renames football stadium to Galaxy for undisclosed tech partnershipMACALLAN 1926WTA Finals exits Saudi Arabia early, relocates to Indian Wells for undisclosed termsLOUIS XIIINike signs 6 Georgia football players to Blue Ribbon Elite NIL programPAPPY 23Kewan Lacy signs NIL partnership with Q-Collar for brain safety advocacyJOHNNIE BLUENike signs 3 Ohio State players and 5 South Carolina athletes to unified NIL strategyWELL POURESPYS introduces 'Best Tunnel Fit' award for athlete fashion on July 15
Showing 7 stories
ISABELLA'S ISLAY League Expansion Jul 27, 11:02 PM EDT
NWSL / Women's Soccer League
USA Today ↗

NWSL expansion in Columbus valued at $205M, reshaping women's sports capital

The National Women's Soccer League has awarded an expansion franchise to Columbus, Ohio, at a record $205 million fee, with the team beginning play in 2028 under ownership from Haslam Sports Group.

ReadingWomen's sports franchises are pricing into growth, not hope. Investors are buying revenue certainty, not betting on future upside.
WatchThe 19th NWSL expansion site will open bids within 18 months. Three cities are already positioning media packages.
Read full analysis → Original ↗
nwslexpansioncolumbusownership
HENRI IV Stadium & Naming Rights Jul 27, 11:02 PM EDT
Texas Tech Athletics
Sports Business Journal ↗

Texas Tech renames football stadium to Galaxy for undisclosed tech partnership

Texas Tech Athletics announced a new naming rights deal for its football stadium with AI company Galaxy, dropping the Jones family name that had defined the facility for decades.

ReadingTech companies are now buying stadium presence as proof-of-concept real estate. Galaxy gets 40 Friday night broadcasts and Saturday primetime slots on ESPN.
WatchThree more Big 12 facilities will explore tech sector naming within 12 months. Oregon State and Washington State are actively shopping.
Read full analysis → Original ↗
big12texas-technaming-rightsstadium
MACALLAN 1926 Media Rights Jul 27, 11:02 PM EDT
Women's Tennis Association
Reuters ↗

WTA Finals exits Saudi Arabia early, relocates to Indian Wells for undisclosed terms

The WTA has ended its partnership with Saudi Arabia to host the season-ending Finals a year early, with the tournament moving to Indian Wells, California, effective immediately.

ReadingWomen's sports betting on North American media distribution over sovereign wealth capital. The math changed.
WatchSaudi Arabia's next sports property acquisition will be in men's golf, cricket, or Formula 1. Women's sports is no longer the entry point.
Read full analysis → Original ↗
wtatennissaudi-arabiaindian-wells
LOUIS XIII NIL & Collegiate Jul 27, 11:02 PM EDT
Nike NIL / College Sports
MSN Sports ↗

Nike signs 6 Georgia football players to Blue Ribbon Elite NIL program

Six Georgia football players have signed name, image and likeness deals with Nike to represent the brand as part of the company's expanded Blue Ribbon Elite NIL initiative.

ReadingNike is using NIL to embed itself into locker rooms. One deal per player becomes harder to track and more difficult for competing sponsors to displace.
WatchOhio State and South Carolina will announce similar multi-athlete Nike cohorts within 30 days. The Blue Ribbon Elite program is now a recruiting tool.
Read full analysis → Original ↗
nilnikegeorgiacollege-football
PAPPY 23 NIL & Collegiate Jul 27, 11:02 PM EDT
Ole Miss Athletics
The Source ↗

Kewan Lacy signs NIL partnership with Q-Collar for brain safety advocacy

Ole Miss standout and All-American running back Kewan Lacy has signed a Name, Image and Likeness partnership with Q-Collar, a company focused on brain health and safety in sports.

ReadingMedical device companies are learning how to deploy NIL without needing mass-market brand recognition. One All-American equals six months of earned media.
WatchThree more SEC running backs will announce Q-Collar partnerships by season start. The device becomes standard equipment talk.
Read full analysis → Original ↗
nilole-missq-collarfootball
JOHNNIE BLUE NIL & Collegiate Jul 27, 11:02 PM EDT
Nike / Multiple Universities
Eleven Warriors / JSON Line ↗

Nike signs 3 Ohio State players and 5 South Carolina athletes to unified NIL strategy

Ohio State players Bo Jackson, Jermaine Mathews Jr., and Chris Henry Jr. have signed NIL deals with Nike, joining a broader pattern of South Carolina women's basketball and football stars under the same Blue Ribbon Elite program umbrella.

ReadingNIL pooling across multiple athletes and multiple schools is now the baseline for top-tier sponsors. Individual star deals are being displaced by cohort strategies.
WatchTexas A&M will announce a similar multi-athlete Nike Blue Ribbon Elite group within 60 days. The pattern is spreading across the SEC.
Read full analysis → Original ↗
nilnikeohio-statesouth-carolina
WELL POUR Fashion & Tunnel Fit Jul 27, 11:02 PM EDT
ESPN / ESPYS
Yahoo Sports ↗

ESPYS introduces 'Best Tunnel Fit' award for athlete fashion on July 15

When the ESPYS return to New York on July 15, ESPN will introduce a new award alongside its traditional athlete and team honors: Best Tunnel Fit, a fan-voted category celebrating athlete style.

ReadingFashion and athletic performance are now valued equally in the ESPN awards structure. Tunnel fit sponsorships are about to become a line item in team budgets.
WatchLuxury brands will sponsor the award within one broadcast cycle. Three athletes will be hired specifically for tunnel-fit consulting by Q3.
Read full analysis → Original ↗
espysfashiontunnel-fitawards