How MLB at Bristol Motor Speedway explains the state of sports leagues in 2025
Name-dropped today: Bristol Motor Speedway, U.S. News & World Report, Bryce Harper, Rob Manfred, Depend, Kurt Warner, Brian Rolapp, Scottie Scheffler, Happy Gilmore, Luka Dončić, Ryne Sandberg (RIP) and more. Let's go:
MLB visits the Speedway and hits the accelerator
If there were a (non-)word of the year in sports business, it would be 'eventized' — the transmogrification of an otherwise normal regular-season game into a spectacle worth more: more attention (from fans and/or sponsors) or more rights fees (from deep-pocketed streaming platforms and/or the traditional networks competing with them).
For all of MLB's issues with its long-term media strategy, it has recently excelled at creating capital-E 'Events,' particularly the 'Field of Dreams' games in Dyersville, Iowa, in 2021-2022 and the Negro Leagues tribute in Birmingham last season. These games attract sellout crowds and massive TV ratings.
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Just this spring, MLB opened the season with the mega-hit Tokyo Series, and on Saturday, it will hold the Speedway Classic at Bristol Motor Speedway in Tennessee, an event set to smash the regular-season attendance record, with more than 85,000 tickets sold for the wildly unique venue and millions of curious fans ready to tune in to an otherwise meh matchup (Braves-Reds, Fox, 7:15 p.m. ET).
To be sure, focusing on 'events' in sports isn't new — individual local teams stud their schedule with promotions to make a typical regular-season game more special (read to the end of this email for my colleague Asli Pelit's reporting on how NWSL is handling that).
But as the most eager investments in sports flow away from season-long rights and into 'eventized' increments, you should expect to see leagues get even more innovative to capitalize on creating new inventory to sell, whether that is through a single date on the calendar (Black Friday! Christmas!), an unusual location (Aircraft carriers! The NBA in Europe!) or special visuals (Nickelodeon! Pop-Tarts!).
Vroom, vroom.
MLB gambling, labor issues in spotlight
Big talkers from the sports business industry:
Deepest condolences to the victims and their families and colleagues impacted by Monday's shooting in the building where the NFL headquarters is located. Here's everything we know about the incident.
MLB gambling probe (scandal?) continues: Players getting caught up (as with Emmanuel Clase earlier this week) has always been a part of sports. Count me among those who think the current algorithm-powered monitoring systems are an improvement on the old speakeasy versions.The vastly more concerning storyline was in that U.S. News report last week — the impact of sports gambling on fans, not the players: not being able to pay bills due to gambling (25 percent of bettors), worries they can't control their gambling (25 percent), lashing out at athletes (21 percent).
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MLB labor negotiation preview: 'Get the f— out of our clubhouse.' That's superstar Bryce Harper, unhappy about reports of owners' interest in a salary cap, to commissioner Rob Manfred's face. That succinctly sums up the state of play. So many more layers, and obviously lots still to come.
More labor tensions: WNBA edition. Following up last week's speculative MoneyCall discussion, an expert-level WNBA CBA explainer from my colleague Ben Pickman.
Deion Sanders' cancer battle: During Sanders' emotional session with the media Monday to detail his battle with bladder cancer, his one-liner 'I depend on Depends' might have elicited a chuckle to break the tension of the incredibly serious topic, but the brand is actually working with him, per Sportico. If any figure can destigmatize the utility of adult incontinence undergarments for people who need them, it is Coach Prime.
MLS suspends Messi one game: For skipping an All-Star Game? To put it in the parlance of the sport, this is about as baffling of an 'own goal' as you'll find.(Meanwhile: 120K viewers for the average MLS game on Apple TV+, per commish Don Garber, feels … underwhelming? But *Don Draper voice* that's what the money is for.)
YouTube signs Kurt Warner for Week 1 broadcast: Business-wise, the most intriguing NFL game on TV all season is this Sept. 5 Chiefs-Chargers game, streaming globally on YouTube. On-air talent is in short supply (the usual NFL TV networks' voices are booked), but Warner is in.
Ryne Sandberg (1959-2025): When you're a kid, there is often a player who launches your lifelong obsession with sports. For me, that was Sandberg. RIP, Ryno.
Other current obsessions: The Madden '99 club' … Michigan punting on a home football date to play in Germany … The National vs. Fanatics Fest … U.S. Open mixed-doubles mania … an NFL game on TV tomorrow (even if exhibition) …
What's on the PGA Tour to-do list?
New PGA Tour CEO Brian Rolapp officially started his new role this week.
Had to ping my colleague Brody Miller to ask: What should Rolapp's top priorities be?
Here's what he said:
'Deal or no deal: Figuring out if an agreement can come together with the Public Investment Fund of Saudi Arabia. And if so, what does it look like? Does team golf have any place?'
'Media rights: Not only working toward a new TV deal in 2030, but modernizing media opportunities as golf continues its YouTube-ification.'
Not Investment Advice: 101.9% returns
If you bet $100 on Scottie Scheffler to win every tournament he has entered since the beginning of the 2022 season, you would have roughly doubled your money — you would be up $8,964 on your $8,800 invested.
If you put the same $100 into the S&P 500 every tournament Scheffler has finished since 2022, you would be up a respectable 20 percent ($3,092 on your $8,800 invested) — but nowhere near The Athletic's 'SCOTTIE Index.'
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(Note: Neither betting nor investment advice!)
Ratings Point: 1.35M
That was the record-breaking tune-in on Fox for the Euro 2025 final between England and Spain on Sunday, making it the most-watched women's soccer game ever broadcast in English in the U.S. 'Everyone watches women's sports' remains undefeated as a slogan. (The UK tune-in for the Euro 2025 final: Sheesh!)
Name to Know: Kyle McDonough
The real-life Happy Gilmore — what a fun read this was.
('Happy Gilmore 2' reviews have been mixed, but coming out of the weekend, it felt like everyone was talking about its release on Netflix — I suspect that wouldn't have been the case, had it instead been in theaters. Netflix said the golf sequel debuted with 46.7 million views, NFLX's largest U.S. opening weekend ever.)
Investor of the Week: Bobby Wagner
Notable: By joining the Seattle Storm ownership group, Wagner is the first active NFL player to invest in a WNBA team.
Branding of the Week: Svelte Luka Dončić
My colleague Dan Woike has the inside story on how this isn't some overnight glow-up, but part of a larger plan for Dončić.
Beat Dan in Connections: Sports Edition
Puzzle: #310
00:31 (But more luck than skill!)
Try the game here!
Great business-adjacent reads for your downtime or commute:
How do NWSL teams navigate the mid-summer loss of momentum as their players star on the international stage? My colleague Asli Pelit dove into the different strategies.
Two more:
(1) Inside Liverpool's commercial juggernaut.
(2) Five of the greatest words every summer: 'Rankings, cheat sheets, projections, sleepers.' The Athletic's fantasy football 2025 draft kit has launched, with tons more coming throughout August. As defending champ of my 20-year league, I'm spending time with this over the next few weeks.
Back next Wednesday! Some day, we will have a MoneyCall event! In the meantime, please forward MoneyCall to a couple friends or colleagues! And, as always, give a (free!) try to all The Athletic's other newsletters.
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