Y! Sports Biz: It's in the game

Story by

Story by
Y! Sports Biz: It's in the game

Wed, October 28, 2026 at 3:11 PM UTC ·

8 min read

About Our Ads

👋 Welcome to Wednesday.

In today's edition:"It's in the game" takes on new meaning, Skechers snaps a 22-year streak, the Brew Crew are big business, rags beat riches in English soccer, the Knicks and Rangers part ways, and more.

Time to show you the money...

"If it's in the game, it's in the game."

EA Sports has made that promise to gamers since the early '90s. It's still taking the slogan to heart in 2026: Corporate sponsorships are indisputably a part of modern sports, and now they're coming to the console, too.

IRL goes virtual:EA and the NFL announced the Madden NFL Virtual Stadium Sponsorship Program on Tuesday, allowing official league and team sponsors to bring their real-world stadium signage into the game. First up is Eagles partner and injury law firm Pond Lehocky, whose real-life Lincoln Financial Field signage will now appear in Madden.

Every day is gameday:The program offers partners significant reach that extends well beyond traditional Sunday visibility. Fans play more than 2 billion Madden games annually, which is the equivalent of roughly 23,000 NFL seasons every day. Why settle for eight or nine home dates when your brand can take the field year-round?

Burger King was one of the first companies to embrace this strategy, sponsoring the shirts of fourth-tier English club Stevenage in 2019 primarily because it would appear in EA's popular FIFA (now FC) video game franchise.
The "Stevenage Challenge" encouraged gamers to upload their Stevenage highlights to social media for food prizes. The result? 1.2 billion impressions .

A welcome change:EA has attracted criticism for its growing reliance on microtransactions, most recently inviting scorn for their use in College Football 27 . Unlike those in-game purchases, stadium signage costs gamers nothing and doesn't interrupt gameplay, while also heightening authenticity by making Madden's virtual stadiums more closely resemble the real deal.

Madden now, more later?EA built technology that maps real-world signage onto digital stadiums. Developed to suit the NFL and its teams, the concept could eventually extend across its other video game franchises (College Football, FC, NHL, etc), while creating more sponsorship inventory for its licensing partners.

The program follows EA's June launch of EA Advertising , a platform formalizing the integration of brands into its games.
Recent examples include Mountain Dew's "Dew University," a playable team in College Football 26, and Red Bull-branded challenges and kits in FC.

Some background:A group led by PIF recently took EA private in the largest leveraged buyout ever, a $55 billion deal that added an estimated $18 billion in debt to the company's balance sheet. Servicing that debt load without squeezing a drained consumer requires the creativity at work in Tuesday's announcement.

Multiplayer victory:The Stadium Sponsorship Program appears to be a rare unanimous win for EA, its partners, its partners' partners, and gamers, whose wallets are left undisturbed.

⚽️ One of these things is not like the other

It had been 22 years since a player won the men's Ballon D'Or without wearing Nike or Adidas cleats to write his masterpiece. That streak ended on Monday night, disrupted by the unlikeliest of brands.

Catch-up:Harry Kane won the 2026 Ballon d'Or, immortalising a campaign in which he scored 73 goals in 65 games across all competitions. The boots that made the magic happen? Skechers.

Sketching a performance path:Skechers, perhaps not known for its on-field exploits, has increased its emphasis on performance athletes over the last 15 years. What started with marathon runner Meb Keflezighi and golfer Matt Kuchar has morphed into a more robust — and suddenly accomplished — portfolio.

When OG Anunoby leapt off the court to tip in the iconic Game 4 winner in the NBA Finals, he did so in Skechers.
Matt Fitzpatrick, playing in Skechers golf shoes with the Skechers "S" across his chest, won three times on the PGA Tour in 2026, rising to No. 3 in the world rankings.
Jackie Young wore Skechers in last year's WNBA title triumph with the Aces, while Joel Embiid will anchor the hopes of the NBA's Eastern Conference favorite in his signature SKX JE1s.

Shape up:Don't judge a book by its cover. You may not see Shape-Ups roaming the streets anymore ( did you ever? ), but you will see Skechers on some of the world's best athletes.

⚾️ Small market, big money

The small-market World Series has proven commercially big, fueled mostly by Milwaukee fans who have seized the Brewers' moment in the spotlight, which will now last at least until this evening after Tuesday's loss.

Something's Brewin':Fans' demand for this moment, pent up over years of frustration, has aged to perfection. Milwaukee's multi-thousand-dollar ticket prices have been well documented, and even away-game watch parties are in high demand, despite a substantial traveling faction invading Tampa Bay .

Merchandise sales:The Brewers set the record for the highest postseason merch sales in MLB history — that news broke before Game 2 of the World Series, leaving ample time to raise the bar even further.
Viewership:Viewership has been competitive with recent non-Dodgers World Series, averaging 12.3 million viewers in Game 1 and 10.9 million in Game 2. More impressive: Game 2 delivered a 35.4 rating and a 71 share in Milwaukee, meaning 71% of TVs in use were tuned to the game.

Something in the Miller Light:Wisconsin has consistently demonstrated that a fanbase's economic engine is about far more than population size.

When the Bucks made their 2021 Finals run, Giannis Antetokounmpo jumped from No. 5 to No. 2 on the best-selling NBA jerseys list , while the Bucks leapt from No. 10 to No. 4 in the team merchandise rankings.
The waiting list for Packers season tickets is 155,000 people long. And when the team needs capital, it sells shares, most recently raising $66 million from fans in 2022.

Bottom line:It's not the size of the market in the fight; it's the size of the fight in the market. The Brew Crew has proven they can do it as big as anyone, on the field, off the field, and even in the bar .

📸 A tale in two photos

Pictured:$562 million in transfer market value belonging to mighty Arsenal Football club, a -1600 favorite to beat fourth-tier Fleetwood Town in the Fourth Round of the Carabao Cup.

Pictured:$1.6 million in Fleetwood Town transfer market value, jubilant after slaying the giant in penalty kicks and completing perhaps the most shocking upset in English soccer history.

*Transfer market values include only the players pictured and are sourced from Transfermarkt and converted from EUR to USD.

📈 📉 So long, partner

Madison Square Garden Sports completed its expected spin-off on Tuesday, becoming MSG Knickerbockers Corp. ( MSGK ) and distributing shares of the new company, MSG Rangers Corp. ( MSGR ).

Tale of the tape:The teams (and their respective affiliates) are now individual companies, laying bare the scale of the individual businesses and illustrating how investors think about them.

Enterprise value:$7.8 billion Knicks, $2.5 billion Rangers.
2025-26 Revenue:$817 million Knicks, $337 million Rangers.*
Tuesday trading:+5.5% Knicks, -6.5% Rangers.

The Dolan Discount:The teams' public market valuations remain heavily discounted relative to their estimated control sale valuations, in part because a Dolan family sale remains unlikely. Sportico most recently valued the Knicks at $12.8 billion and the Rangers at $4.15 billion.

Yes, but:The spin-off provides investors with easier access to minority stakes in each, which could close the dislocation.

Must be nice:James Dolan, the CEO of both companies, received a $10 million cash bonus for his "significant efforts and leadership" in executing the Rangers spin-off. That would rank 30th among NHL salaries this season.

*Revenue figures for year ended June 30, 2026 sourced from respective company filings. Revenues are gross of league revenue sharing and luxury tax.

👟 Sole searching

The above photo features the sneakers of the only player in the WNBA Finals who has her own signature model.

Question:Who is the player?

🏀 Armchair owner: W's dilemma

Everyone seems to have a take on the decision to move Game 6 of the WNBA Finals from the 3,500-seat Gateway Center Arena in primetime to the 17,000-seat State Farm Arena at 12:30 pm ET. But we want yours.

The trade-off:The shift ensures that a potential clincher will be played in front of a crowd sized appropriately for the occasion. However, it also undercuts the television audience, wresting it from primetime into the middle of a work day. Valkyries' fans might see their team win a title before lunch!

Weigh in:Which Game 6 option is the better overall business decision for the WNBA?

A) Play in primetime at the 3,500-seat Gateway Center .

B) Play at 12:30 pm ET at 17,000-seat State Farm Arena.

Your vote will be recorded once you click. We'll share the results on Friday.

Sole Searching answer:Angel Reese.