Sports marketing
Farmer-turned-ski coach Li Wei looks as ski enthusiasts take to the slope at the Vanke Shijinglong Ski Resort in Yanqing on the outskirts of Beijing, China, Thursday, Dec. 23, 2021. The Beijing Winter Olympics is tapping into and encouraging growing interest among Chinese in skiing, skating, hockey and other previously unfamiliar winter sports. It's also creating new business opportunities. (AP Photo/Ng Han Guan)
China skis: Olympics brings on boom in winter sports

Jan. 28, 2022 12:09 AM EST

File- This April 27, 2021, file photo shows a Visa sign displayed on the front door of a local business in Urbandale, Iowa. Simone Biles’ sponsors including Athleta and Visa are lauding her decision to put her mental health first and withdraw from the gymnastics team competition during the Olympics. It’s the latest example of sponsors praising athletes who are increasingly open about mental health issues. (AP Photo/Charlie Neibergall, File)
Olympic sponsors praise Simone Biles after withdrawal

By Mae Anderson Jul. 29, 2021 12:16 PM EDT

The Edmonton Elks Canadian Football League name and logo are displayed at Commonwealth Stadium in Edmonton, Alberta, Tuesday, June 1, 2021. The Edmonton CFL franchise has changed its team name to Elks. Edmonton dropped its longtime name, Eskimos, last year following a similar decision by the NFL’s Washington team amid pressure on franchises to eliminate racist or stereotypical names. (Jason Franson/The Canadian Press via AP)
Edmonton CFL franchise changes its team name to Elks

Jun. 01, 2021 02:23 PM EDT

FILE - Florida head coach Dan Mullen walks on the field before the Orange Bowl NCAA college football game against Virginia in Miami Gardens, Fla., in this Monday, Dec. 30, 2019, file photo. Florida football coach Dan Mullen received a three-year contract extension worth an additional $1.5 million annually following a disappointing season that closed with a three-game losing streak and included several public relations missteps and NCAA sanctions. The Gators released Mullen's contract Tuesday, June 1, 2021, in response to a public records request. (AP Photo/Lynne Sladky, File)
Florida gives Mullen 3-year extension, $1.5M raise annually

By Mark Long Jun. 01, 2021 12:24 PM EDT

FILE - Claressa Shields, left, hits Marie-Eve Dicaire with a left during the fifth round of a boxing bout for the women's super welterweight title in Flint, Mich., in this Friday, March 5, 2021, file photo. The Professional Fighters League, the only MMA organization with a season format, returns after a year away for a card in Atlantic City. Kayla Harrison and Claressa Shields are among the stars expected to have breakout seasons this year and former UFC champion Anthony Pettis makes his PFL debut on Friday night, April 23, 2021. (AP Photo/Carlos Osorio, File)
Unlock the cage: Fight promotion returns after year break

By Dan Gelston Apr. 22, 2021 04:43 PM EDT

FILE - Stanford's Shane Griffith celebrates after defeating Pittsburgh's Jake Wentzel during their 165-pound match in the finals of the NCAA wrestling championships in St. Louis, in this Saturday, March 20, 2021, file photo. Griffith wore a black singlet minus the Stanford logo as a statement after the school announced in July that wrestling and 10 other sports, most of them that produce athletes for the U.S. Olympic team, would be dropped to save money. (AP Photo/Jeff Roberson, File)
Olympic gold: 'Keep Stanford Wrestling' aims to save program

By Pat Graham Apr. 08, 2021 06:53 PM EDT

FILE - Mixed Martial Arts fighter Demetrious Johnson celebrates after defeating Japan's Yuya Wakamatsu in a flyweight world grand prix quarterfinal One Championship bout in Tokyo, in this Sunday, March 31, 2019, file photo. Demetrious Johnson and Eddie Alvarez won UFC championships before leaving their native U.S. to pursue another title overseas. Their home fans will get to see their next fights in Singapore thanks to One Championship's new series of fight cards on TNT. (AP Photo/Koji Sasahara, File)
Alvarez, Mighty Mouse back on US TV with One Championship

By Greg Beacham Apr. 06, 2021 01:28 PM EDT

FILE - In this Sept. 3, 2018, file photo, umpire Angel Hernandez (5) is seen in the first inning during a game between the Arizona Diamondbacks the San Diego Padres, in Phoenix. Umpire Ángel Hernández lost his lawsuit against Major League Baseball alleging racial discrimination. The Cuba-born Hernández sued in 2017 in U.S. District Court in Cincinnati, a case later moved to New York. Hired as a big league umpire in 1993, he alleged he was discriminated against because he had not been assigned to the World Series since 2005 and had been passed over for crew chief. (AP Photo/Rick Scuteri, File)
Ump Hernández loses race discrimination lawsuit against MLB

By Ronald Blum Mar. 31, 2021 02:15 PM EDT

UFC intends to welcome fans next month in Jacksonville

By Greg Beacham Mar. 15, 2021 09:35 PM EDT
The UFC intends to stage a pay-per-view show in front of an arena full of fans on April 24 in Jacksonville, Florida. UFC President Dana...

WNBA rolls out plans for 25th season celebration

By Doug Feinberg Mar. 15, 2021 09:00 AM EDT
NEW YORK (AP) — The WNBA hopes to be back in home arenas for its 25th season this summer. The league on Monday announced a series of plans...

FILE - Billy Corgan of The Smashing Pumpkins performs in concert at the BB&T Pavilion in Camden, N.J., in this Aug. 8, 2019, file photo. Corgan is set to reboot the National Wrestling Alliance, founded in 1948 and the once proud stomping grounds of Ric Flair, Lou Thesz, Harley Race and other wrestling legends, injecting the company with a 21st century flavor.(Photo by Owen Sweeney/Invision/AP)
Smashing Pumpkins' Corgan wrestles with keeping NWA afloat

By Dan Gelston Mar. 02, 2021 01:10 PM EST

FILE - Anthony Pettis poses during a ceremonial weigh-in for the UFC 229 mixed martial arts fight Friday, Oct. 5, 2018, in Las Vegas. The Professional Fighters League says it has raised $65 million in new financing to boost its expansion and growth. The mixed martial arts promotion announced in a statement Thursday, Feb. 18, 2021 that the money will go toward talent acquisition and international expansion. (AP Photo/John Locher, file)
Pro Fighters League raises $65 million for growth, expansion

By Greg Beacham Feb. 18, 2021 03:26 PM EST

This photo provided by Cadillac shows a scene from Cadillac's 2021 Super Bowl NFL football spot. (Courtesy of Cadillac/Leo Burnett Detroit via AP)
Super Bowl ads aim to entertain with light humor

By Mae Anderson Feb. 07, 2021 06:25 PM EST

UCLA will be outfitted by Nike, Jordan Brand starting in '21

Dec. 08, 2020 02:14 PM EST
LOS ANGELES (AP) — UCLA will be outfitted by Nike beginning next year under a six-year deal announced Tuesday. The Bruins football and men...

MMA promoter XFC returns with stock bonuses for fighters

Nov. 11, 2020 06:35 PM EST
ATLANTA (AP) — The XFC mixed martial arts promotion is returning to competition this week with a unique strategy to incentivize its fighters. ...

Throwback jerseys are on display at the MLB Flagship store Wednesday, Sept. 30, 2020, in New York. Major League Baseball’s first retail store opens Friday. (AP Photo/Frank Franklin II)
MLB's first retail store opens Friday in New York City

By Ronald Blum Oct. 01, 2020 08:16 AM EDT

Abandon the NFL? Partners don't, even during a pandemic

By Barry Wilner Sep. 01, 2020 06:33 PM EDT
As 67 players opted out of the NFL season because of the coronavirus pandemic, corporate partners, sponsors and advertisers did the opposite. ...

FILE - In this Dec. 22, 2019, file photo, Oakland Raiders quarterback Derek Carr is sacked by Los Angeles Chargers defensive end Joey Bosa during the first half of an NFL football game in Carson, Calif. Teams could afford recent contracts like the megabucks given to Patrick Mahomes and Bosa under normal circumstances. Because of economic effects from the coronavirus pandemic, future player deals and a salary cap that will be adjusted due to some monetary setbacks, upcoming free agents might find the marketplace tighter. (AP Photo/Marcio Jose Sanchez, File)
NFL faces tough times for 2020, then bright economic outlook

By Barry Wilner Sep. 01, 2020 04:51 PM EDT

FILE - In this Saturday, July 4, 2020, file photo, NASCAR Xfinity Series driver Chase Briscoe kisses the yard of bricks on the start/finish line after winning the NASCAR Xfinity Series auto race at Indianapolis Motor Speedway in Indianapolis. Briscoe is very clear about his goal of earning a promotion to NASCAR's top Cup Series. He's made his case this season with an Xfinity Series-leading five victories with an eye on adding another win Saturday on the road course at Road America. (AP Photo/Darron Cummings, File)
Briscoe making case for promotion to NASCAR's top Cup level

By Jenna Fryer Aug. 07, 2020 03:49 PM EDT

Pro Fighters League plans streaming service, int'l expansion

Jul. 28, 2020 01:36 AM EDT
LOS ANGELES (AP) — The Professional Fighters League will unveil an over-the-top streaming service next month as it aims to keep growing despite the...