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In our most recent Sports Leadership Benchmark Report – a data-driven insight into how C-suite leaders’ view the state of the UK sports industry – the rights-holders operating in the “top-tier” of UK sport projected average revenue growth of 11% for the forthcoming 12 months.

Sponsorship was going to be a major contributor to this growth, they said. In fact, every single one of them – Premier League clubs and large national governing bodies – predicted “major” growth for their sponsorship business over a five-year period.

Why? Their live content delivers large eyeballs globally and consumer brands – particular in the betting, beer and car categories – need this scale more than ever.

But it’s a different story outside the top-tier, including in the Squeezed Middle, about which we have written extensively since Covid. These rights-holders – who number the majority in UK sport, and lack the scale delivered by the likes of the Premier League – have sizeable (and rising) fixed cost bases, and a volatile revenue model.

Those rights-holders in the Squeezed Middle projected revenue growth of 3% for the next year and only 20% believed their sponsorship business will deliver “major” growth in the forthcoming five-year period.

It doesn’t take too much of a jump to identify a split in the sports industry. And when it comes to sponsorship, it’s primarily because the sponsorship model has remained largely unchanged for the past 30 years. In that time, spend in the world of brand marketing has shifted digital, with nearly two-thirds of global ad spend going to just three companies – Amazon, Google and Meta.

Effectively, brand marketing has become a battle for who has the best data. Who can deliver a brand marketer the most agile, measurable way to spend their dollars. Hyper-efficiency.

All while many sports rights-holders continue to offer vague media values as their primary sell to potential partners, and sketchy, generic customer data if they get pressed for more detail. It’s a commoditised offering in a race to the bottom.

Category exclusivity – one of the founding “rules” of sports sponsorship – is one area that actually prevents rights-holders ability to grow sponsorship revenue. It made sense in the pre-internet era when the vast majority of sponsorship rights and activation were above the line. But in 2025, it just represents inefficiency.

Take the car sector as an example. The vast majority of rights-holders pick one car partner, yet their audience is likely to contain a wide range of customers with varying levels of spending power, driving preferences and lifetime relationships with their car. Providing one brand with exclusivity excludes all of those customers who do not fit that brand’s buying profile.

And for such a high-ticket item that they are likely to consider purchasing only once in a blue moon, it is vital for a car manufacturer to be in the right place at the right time: when for example a driver’s HP agreement expires, so they can offer a test drive. Automotive brands know what proportion of test drives convert to purchase. Car dealers therefore know if they know someone’s income, HP contractstatus and proximity to a dealership, a test drive is more often than not one step from a sale. This is where small data is so important: quality over quantity.

This is where sport could and should be playing. Brands want to connect with people and the emotive pull of sport is unparalleled. By combining this with the data and digital capabilities to deliver this kind of insight to a car company, sport can become a conduit for a D2C sponsorship model. Meaning those in the Squeezed Middle wouldn’t need to worry about scale and eyeballs to drive sponsorship growth.

It would also mean sponsorship activation falls below the line and enables rights-holders to do multiple deals with brands in the same sector, aligning customers with the right offer at the right time and being rewarded for actual commercial return.

Some rights-holders are experimenting with programmatic models, which are a sort of halfway house, but they are still relying on the Amazons, Googles and Metas to reach audiences, when they themselves should know and be able to reach their audience better than anyone.

This approach requires a proper investment in data strategy and the digital tools to deliver it, but we would argue that ought to be happening anyway. Revolutionising your sponsorship proposition becomes an additional benefit.

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USC Women’s Volleyball Falls to Cal Poly in NCAA Second Round Bout

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LOS ANGELES – The fourth-seeded No. 14-ranked USC women’s volleyball team (25-7) fell in five sets (25-19, 25-20, 20-25, 14-25, 15-7) to Cal Poly (27-7) in the second round of the 2025 NCAA tournament and was eliminated from the postseason at Galen Center on Friday, Dec. 5.
 
KEY PLAYERS

  • Fr. OPP Abigail Mullen led all scorers with 21.5 points earned on a match-high 17 kills (7e, 39att, .256) to go with 10 digs for her eighth double-double. She also had five blocks and two service aces.
  • Fr. S Reese Messer put up her 11th double-double with 46 assists and 11 digs. She also added six blocks (one solo) and had three kills on eight swings (.375).
  • RS So. OH London Wijay had 10 kills (3e, 38att, .184) and 12 digs for her eighth double-double (17th career).
  • RS So. MB Leah Ford had nine kills (1e) on 17 swings to hit .471 and led the team with seven blocks.
  • So. MB Mia Tvrdy played just the last three sets but finished with eight kills on 10 swings (.800) and had two blocks, two digs and a two-handed jump-set assist on a kill by Mullen.
  • Sr. MB Rylie McGinest had six kills (1e, 13att, .385) to go with one block.
  • Fr. LIB Taylor Deckert led the team with 13 digs and added six assists. Sr. LIB Gala Trubint had four digs and a service ace.
  • For the Mustangs, Emma Fredrick led with 17 kills and had 17 digs to lead all players. Kendall Beshear and Annabelle Thalken each had 12 kills. Beshear had 14 digs for the double-double and served a pair of aces. Emme Bullis put up 44 assists with 12 digs for a double-double.

HOW IT HAPPENED

  • The Mustangs never trailed in the opening frame to grab a 25-19 win. Both teams registered 15.0 points, but the Mustangs committed fewer unforced errors to come out on top. The Trojans had 13 kills with five from McGinest but hit just .146 with seven errors on 41 swings. Cal Poly had just 11 kills but hit .258 and had a 3-1 edge in blocks. Both teams each served an ace, but the Trojans served six errors to the Mustangs’ two in the loss.
  • The teams were tied 13 times and the lead changed hands five times before Cal Poly took a 2-0 lead with a 25-20 win in set two. Mullen had five kills to lead the Trojans, but USC totaled just 10 kills and hit .147 in the set. Both teams had three blocks apiece, but the Mustangs still hit .270 with 15 kills (5e) on 37 swings with five more kills from Beshear. 
  • USC secured a 25-20 set-three win on the second of two service aces from Dani Thomas-Nathan. Tvrdy came in and sparked the Trojans with the first kill of the frame and finished with five on just six swings. Mullen tallied six kills on 12 swings without an error and helped USC hit .326 (18k, 4e, 43att). The Trojans had four blocks to help hold the Mustangs to a .194 attack rate with 10 kills (4e) on 31 swings. USC never trailed and led by five twice before winning by five.
  • Back-to-back Mustang errors broke the eighth and final tie of the fourth and put the Trojans in front, 11-9, en route to a 25-14 win. USC continued to push and moved in front by six, 17-11, on a block by Mullen and Ford. Back-to-back kills from Mullen put USC on top by seven, 19-12, and her tool kill made it a 10-point USC lead at 23-13. Mullen and Wijay each scored four kills in the fourth as the Trojans hit .448 (14k, 1e, 29att) and had three blocks to hold Cal Poly to a .081 hitting percentage with 12 kills (9e) on 37 attacks.
  • Cal Poly broke a three-all tie in the fifth with a 6-0 run and was never threatened on the way to a 15-7 win to seal the 3-2 win. Beshear had a six-serve run that included a service ace to put the Mustangs on top by six, 10-4. The Trojans could get no closer than within five despite every effort. The Mustangs hit .316 with eight kills (2e) on 19 swings over USC’s .091 rate in the fifth with five kills (3e) on 22 attempts.

MATCH NOTES

  • USC fell to 13-6 all-time against Cal Poly. The teams met for the first time since 2012.
  • The Women of Troy fell to 15-4 at home this season and to 231-64 (.783) all-time at Galen Center, which includes a 21-5 mark in NCAA tournament matches.
  • USC goes to 131-45 (.744) all-time in the postseason with an 85-38 (.691) mark in the NCAA tournament.
  • The Trojans fell to 14-11 in the second round of the NCAA tournament.

For more information on the USC women’s volleyball team and a complete schedule and results, please visit USCTrojans.com/WVB. Fans of the Women of Troy can follow @USCWomensVolley on Facebook, X, TikTok, and Instagram.
 



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Indiana volleyball vs Colorado NCAA tournament final score, game updates, next

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7:57 pm ET December 5, 2025

When does Indiana volleyball play next? Indiana volleyball next game, opponent in NCAA tournament

Aaron Ferguson

Details are still to come on the next weekend of the NCAA tournament. The certainties: IU is headed to Austin, Texas as UT hosts that quadrant as the No. 1 seed. The first and second rounds in Austin will finish Saturday night. No. 8-seed Penn State awaits the winner of Texas and Florida A&M in Saturday’s second round match.

7:55 pm ET December 5, 2025

Indiana volleyball celebrates Sweet 16 berth

Aaron Ferguson

Here’s how it looked as IU won its second-round match against Colorado:

7:50 pm ET December 5, 2025

Indiana volleyball highlights in win vs Colorado

Aaron Ferguson

Here’s a look inside Wilkinson Hall for IU’s win:

7:42 pm ET December 5, 2025

Indiana volleyball stats in win vs Colorado

Aaron Ferguson

The Hoosiers hit .378 for the match and had an 11-2 blocking advantage against the Buffs. The serving pressure wasn’t there like it was against Toledo, but IU played solid defensively and were able to clinch its second Sweet 16 appearance — its other was 15 years ago in 2010.

Candela Alonso-Corcelles led the way with 16 kills with just one error on 27 swings, an efficient .556. Freshman Jaidyn Jager added 15 kills (.375). The middles did plenty of work with Madi Sell having seven blocks and Victoria Gray adding four. Avry Tatum also had five blocks with eight kills. Setter Teodora Krickovic had 29 assists, eight digs and three blocks.

Colorado hit .208 for the match, led by Ana Burilovi’s 19 kills (.239) and an efficient seven on 11 swings for Cayla Payne (.545). But nine service errors did not help the Buffs, particularly with five in the first set.



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Kansas women’s volleyball vs Miami (Fl.): NCAA tournament final result

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Updated Dec. 5, 2025, 8:26 p.m. CT



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Former UH volleyball player, youth coach accused of producing child porn

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HONOLULU (HawaiiNewsNow) – A former youth volleyball coach who played on the University of Hawaii men’s volleyball team was arrested and charged with production of child pornography, allegedly with a former player.

The U.S. Attorney’s Office, District of Hawaii, announced Friday that Elias David, 37, of Waimanalo, was charged by criminal complaint on Dec. 3.

He was employed as a firefighter for the Department of Defense and worked at Joint Base Pearl Harbor-Hickam, Federal Fire Station 9.

According to the criminal complaint filed by the FBI, a 17-year-old told her aunt she was having sexual intercourse with David, who was a family friend and her volleyball coach since she was 13 years old.

Court documents said the teen’s relationship began with David in 2023 after a volleyball trip to Las Vegas. She was 16 at the time.

The teen told investigators that David was providing extra training to prepare her for college. She also admitted to engaging in different types of sexual contact with David that including oral and vaginal sex, documents said.

She also said that their sexual activities occurred at the fire station where he worked, at a nearby warehouse, as well as at David’s home and vehicle, documents said.

David was arrested in July of 2024 for sexual assault in the second degree. He waived his Miranda rights and was interviewed.

During his interview with investigators, David said they “began to develop feelings for each other and ‘fell in love,’” and admitted that he and the teen engaged in a sexual relationship, documents said.

David said that the romantic phase of the relationship began around March 2023, and admitted to ordering ride share services for the teen so she could leave her house to meet him at or near his workplace, documents said.

Investigators said they found 97 graphic videos of the two of them on her phone and 78 emails referring to ride share trips and GPS location data.

David played for the University of Hawaii men’s volleyball team in 2009.

If convicted, he could face up to 30 years in prison.



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Iowa State Tops St. Thomas, Advances to Second Round

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MINNEAPOLIS, Minn. – No. 23 Iowa State (23-7, 12-6 Big 12) won in five against St. Thomas (21-10, 11-5 Summit) in the NCAA Championship First Round Friday night. No. 5-seed ISU advances to the second round to meet the winner of No. 4-seed Minnesota vs. Fairfield tomorrow at 7 p.m.

After St. Thomas took the first 25-21, ISU answered outhitting UST .552-.143 in the second to tie up the match with a set score of 25-13. The Cyclones took the match lead after another dominant set score of 25-16, but St. Thomas would win the fourth 25-21 to extend the match to a fifth. ISU used a 7-0 run in the fifth to flip the momentum and seal the victory.

Big 12 Libero of the Year Rachel Van Gorp was her usual self and had her third-straight match with 20 or more digs, ending the night with a career-high 33. The total is the second-most in an NCAA Tournament match by a Cyclone, and most since 2012. It was also match No. 35 in a row with double-figure digs and her 50th-career match in double figures.

Iowa State had a dominant night at the service line, serving to the fourth 10-plus ace match this season, and 28th of Christy Johnson-Lynch‘s career with 12 through the night. ISU was led by Nayeli Ti’a with five aces to tie the NCAA Tournament school record, while Van Gorp had four, now the second-most in a tournament match.

Alea Goolsby had her 15th match this season with 10-plus kills, leading ISU with 15. Ti’a delivered 14 kills for her 13th match this season with 10-plus, and Lilly Wachholz (12) and Amiree Hendricks-Walker (10) made for four in double figures.

SET ONE

At 6-6, Morgan Brandt tricked St. Thomas with a setter kill while Tierney Jackson served up an ace but UST followed to again knot the score. The Tommies flipped the lead at 11-10 and took the next two as Iowa State called the first timeout. Ti’a slammed down her second kill out of the timeout, but St. Thomas kept with the lead reaching 20 first (20-17). ISU cut its deficit to one at 22-21, but the Tommies ended the first on a run of three for the set win.

SET TWO

Ti’a had a no-doubt kill to make it 1-1, while the Tommies denied ISU the lead while going up 4-2. Goolsby’s third kill tied it, and the Cyclones took their first lead at 6-5 on a block. UST flipped the advantage in its favor briefly, but ISU set out on an 11-0 run to take it right back and run ahead 18-8. A Brandt ace put the Cyclones at set point and an attack error by the Tommies sealed the set at 25-13. ISU did not have a single attack error in the frame.

SET THREE

Back-to-back aces by Ti’a brought Iowa State ahead 6-2, while Ti’a delivered another bringing the scoreboard to 9-2. Goolsby’s seventh kill at .400 capped a Cyclone run of seven on the next play, but a UST scoring run of four came soon after as the Tommies came within three (13-10). Iowa State had a run of four of their own to keep command of the lead, while the Cyclones took the match lead on Goolsby’s 10th kill at 25-16.

SET FOUR

A 4-0 scoring run took the Tommies ahead 7-3 as ISU then called an early timeout. Iowa State would go on to knot the score at 13s on yet another ace by Ti’a, while a UST attack error gave ISU its first lead of the set. That lead was not safe as the Tommies went ahead 19-15 to cause Iowa State’s final timeout of the set. The Cyclones had a late run of three, but St. Thomas pushed on to force a fifth at 25-21.

SET FIVE

Iowa State took the first point on a kill by Ti’a, but St. Thomas followed going ahead 5-2. ISU did not let up, hitting a run of four to take a 6-5 lead and cause a UST timeout. The run stretched to seven as Iowa State switched sides with the lead of 8-5, and Goolsby capped the run next with a kill. ISU would go on to win it 15-8 after a St. Thomas service error.



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Updates, highlights as Wisconsin advances with sweep vs North Carolina

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9:43 pm CT December 5, 2025

See some highlights from Wisconsin’s NCAA tournament win vs North Carolina

John Steppe

9:39 pm CT December 5, 2025

Mimi Colyer’s stats vs. North Carolina in second round of NCAA tournament

John Steppe

  • 22 kills
  • 5 attack errors
  • 42 total attacks
  • .405 hitting percentage
  • 13 digs
  • 3 blocks

9:37 pm CT December 5, 2025

Wisconsin vs. North Carolina NCAA tournament final stats comparison

John Steppe

  • Kills: Wisconsin 60, North Carolina 37
  • Hitting percentage: Wisconsin .365, North Carolina .233
  • Service aces: Wisconsin 2, North Carolina 0
  • Service errors: North Carolina 5, Wisconsin 8
  • Digs: Wisconsin 56, North Carolina 40
  • Total team blocks: North Carolina 6, Wisconsin 5

9:33 pm CT December 5, 2025

Wisconsin coach Kelly Sheffield comments on Badgers’ NCAA tournament win vs. North Carolina

John Steppe



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