Bring football home: let London host the Super Bowl Opinion The NFL has been playing matches in London since 1986. If any city outside the USA is ever going to host the Super Bowl, it should be London, says Alex Challoner Last week, new Prime Minister Andy Burnham said it was insane that the UK has not hosted a world cup since 1966. While it [...]
Hydration breaks: World Cup ad cost could eclipse Super Bowl’s $7m price tag Sport Business Ads during hydration breaks at the Fifa World Cup final could cost more than a Super Bowl commercial, according to one of the world’s biggest advertising groups. This year’s World Cup in North America and Mexico has introduced a drinks break during each half of football, effectively cutting the game into quarters, like many US [...]
England, Kansas City and Taylor Swift: Why FA chose midwest as World Cup base Sport Business England have picked Kansas City as their home from home at the 2026 World Cup, along with three other teams, despite not having any games there. So why has the Taylor Swift-linked midwest become “base camp capital”? Kansas City’s recent contribution to sports discourse has been dominated by the Chiefs’ three Super Bowl wins in [...]
Seattle Seahawks: Why are NFL franchises selling for $10bn? February 20, 2026 Just days after winning their first Super Bowl in over a decade the owners of the Seattle Seahawks – the Allen family – put the NFL franchise up for sale. Paul Allen was a co-founder of Microsoft, and “The Estate of Paul G. Allen” has now begun a formal sale process of the franchise due [...]
Private equity made to wait for Super Bowl win as Seahawks triumph February 9, 2026 Private equity was forced to wait for its first NFL Super Bowl win after the Seattle Seahawks beat the Sixth Street-backed New England Patriots on Sunday. The fund, based out of Super Bowl host city San Francisco, acquired a minority stake in the Patriots last November after the NFL opened up its league to a [...]
Sorry performative politicians, a 2026 World Cup boycott just won’t work January 29, 2026 Politicians calling for a boycott of the World Cup are only proving how out of touch and powerless they are, writes Ed Warner. Every four years, politicians rediscover our football. And inevitably, they then threaten to take it away from us. Think Russia, then Qatar. This time, President Trump is the trigger. Quelle surprise! The [...]
The top 20 sporting events by bets placed in 2025, according to Entain December 31, 2025 Betting behemoth Entain has revealed the sporting events punters bet on the most during 2025. The iconic Grand National, run at Aintree, maintained its top spot but the number of footballing events in the top 50 fell slightly, largely down to 2025 being a year without a major men’s tournament. The Grand National was joined [...]
San Francisco 49ers: Stake sale to OpenAI chair values NFL team at $9bn December 9, 2025 The San Francisco 49ers have been valued at more than $9bn after the chairman of artificial intelligence behemoth OpenAI agreed to acquire a stake in the NFL franchise. Bret Taylor – who is also the co-founder and chief executive of fellow AI business Sierra, and formerly the board chairman of Twitter – will acquire one [...]
Nutella owners plan $100m World Cup and Super Bowl marketing spree October 10, 2025 Nutella owner Ferrero will spend over $100m on marketing campaigns related to the Fifa World Cup and 2026 Super Bowl. The confectioner, founded in Italy but based in Luxembourg, has been in the United States for decades but is looking to surge into the North American sports sector. The United States will co-host the 2026 [...]
Sky Sports expands NFL coverage with new three-year deal August 29, 2025 Sky Sports has agreed an expanded three-year deal with the NFL that will see the broadcaster show up to five live games per weekend in the UK. Sky will have first pick of games at both 6pm and 9pm on Sunday, as well as showing up to three more games from those timeslots concurrently. In [...]