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Sponsorships Still Win In Niche Sports; For AI Ads, Perplexity’s No Google

The Home Run When every ad impression is carefully bid on and monetized, it’s hard for advertisers to score outsized wins. Mailchimp probably wouldn’t have been able to sponsor the entire Serial podcast, which became a smash hit, if it had been possible to buy podcast ads programmatically back then. The exception is sports. […]

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The Home Run

When every ad impression is carefully bid on and monetized, it’s hard for advertisers to score outsized wins.

Mailchimp probably wouldn’t have been able to sponsor the entire Serial podcast, which became a smash hit, if it had been possible to buy podcast ads programmatically back then.

The exception is sports.

There are always brands willing to place a bet on unusual sporting events in the hope that they have a breakout moment, like Timbersports, for example. Or remember when finance brand Ramp sponsored a motley crew of non-top players at the Masters last year, one of whom hit a hole in one and another who luckily paired with Tiger Woods on the tournament’s biggest day?

Which brings us to a piece in Marketing Brew about Tata Consultancy Services, a B2B tech services provider that now sponsors five of the seven top marathon races, plus more in the next tier.

B2B consulting is not “a sector that you get emotional or excited about,” says Tata’s Global CMO Abhinav Kumar. But marathoners appreciate their sponsor, and many of Tata’s clients and employees are runners.

The company’s analytics shows that its brand consideration among nonrunners is 27%, while 67% of B2B account targets who run races place Tata in their consideration set.

A Perplexing Situation

When generative AI search engine Perplexity launched its ad business six months ago, it was a first mover and shaker in the category. But the sheen wears off quickly. 

For one, Google is also now pushing ads into generative AI searches. And while advertisers might be intrigued by Perplexity’s offerings, including its merchant program for shopping recommendations, there are already concerns about efficiency and reach.

Perplexity gets points, however, for being “the first AI platform to make a splash with advertising” and for continuing to “lead the way in integrating commerce into the AI search process,” Debra Aho Williamson, founder and chief analyst at Sonata Insights, tells Digiday.

But its 22 million active users are no match for ChatGPT’s 400 million – or Google’s billions of AI Overviews in traditional search feeds.

That said, there is interest in being an early adopter of Perplexity among clients, says Robert Kurtz, strategic business outcomes partner at Basis Technologies. The problem is they’re not committing budgets yet because of Perplexity’s “low scale and because of its focus on awareness compared to other options,” he said.

The Name Game

GroupM has officially rebranded to WPP Media.

In an interview with Ad Age, WPP CEO Mark Read and WPP Media CEO Brian Lesser pitched the move as a way to make it clear the holdco is bringing its various agency groups under the purview of one new entity.

WPP Media will manage WPP’s $60 billion media-buying portfolio across 80 markets. WPP agencies including Mindshare, Wavemaker and EssenceMediacom will no longer operate independently, but as teams under the WPP Media umbrella.

Alongside the rebrand, WPP is also launching a B2B marketing campaign to promote its new federated AI marketing model. The model relies on data connections with many independent partners, rather than acquiring and warehousing data assets.

GroupM’s rebrand is the latest indication of how agency holding companies are reinventing themselves in light of digital marketing’s AI revolution.

The pending merger between Omnicom and IPG knocks WPP off its pedestal as the largest agency holdco by revenue. Plus, WPP’s revenue shrank 1% in 2024. But WPP sees an opportunity for a fresh start with buyers demanding more AI capabilities from their agency partners, Lesser tells Ad Age.

“Clients care less about the brand on the door,” Lesser says, “and more about the people that work for their business and the technology that’s powering our operations.”

But Wait! There’s More

Horizon Media has RFPs out for vendors in a plan to build a partner network behind its Blu marketing platform. [Ad Age]

Anthropic CEO Dario Amodei says AI companies are “sugarcoating” the truth, which is that AI could wipe out half of white-collar jobs and spike US unemployment. [Axios]

SEO remains relevant for web publishers despite the rise of AI. [Search Engine Journal]

Netflix Co-Founder Reed Hastings joins Anthropic’s board of directors. [TechCrunch] 

You’re Hired!

David Droga is stepping down from his role as CEO of creative consultancy Accenture Song. Ndidi Oteh, the current Accenture Song Americas lead, will take over as CEO in September. [Adweek]

AI video platform Waymark brings on Michael Tuminello as director of product. [release]

AdLib adds Kenton Nguyen, Pragya Bharti and Calvin D’Souza as strategic account managers, and Andrew Jaquez and Katelyn Smith as campaign managers. [release]

Thanks for reading AdExchanger’s daily news round-up… Want it by email? Sign up here.



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Prime Day Ends Tonight, and This Is the Fitness Equipment You Should Get Before It’s Over

We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. Credit: Powerblock, Proform, Peloton, Fitbit, Keppi, Zain Awais Prime Day 2025 ends tonight, and Lifehacker is sharing the best sales based on product reviews, comparisons, and price-tracking tools before it’s over.  It’s the last […]

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Deal pricing and availability subject to change after time of publication.

Powerblock, Proform, Peloton, Fitbit, Keppi items

Credit: Powerblock, Proform, Peloton, Fitbit, Keppi, Zain Awais

Prime Day 2025 ends tonight, and Lifehacker is sharing the best sales based on product reviews, comparisons, and price-tracking tools before it’s over. 

It’s the last day of Prime Day (sing that to the tune of the Twelve Days of Christmas), so tonight is your final chance to shop deals on fitness items during the sale. Here are the best deals I found on bikes, treadmills, smartwatches, dumbbells, accessories, and more.

The best Prime Day deals on fitness trackers

I’ll cover a bunch of smartwatches below, but first, I wanted to call out these other trackers:

  • Oura Ring 4 in black or silver, $297 (normally $349). This week is the first time the Oura Ring 4 has ever gone on sale, and you can read my review of this ring here. It’s a solid improvement over the gen 3 ring

  • Oura Ring 4 in brushed silver or matte black, $339 (normally $399)

  • Oura Ring 4 in gold, $424 (normally $499)

  • Whoop 5.0 with 12 months of “One” membership, $169 (normally $199). This is the budget tier of membership, but it comes with the same hardware as the middle tier that most people have, so you could always upgrade later if you decide you like it.

  • RingConn gen 2 ring in silver or black, $209.30 (normally $299). I haven’t tried this tracker myself, but it’s a subscription-free alternative to the Oura ring.

  • Ultrahuman ring, $296 (normally $349). This is another subscription-free ring option, and all colors are the same price. I’ve been wearing this ring—expect a review soon—and I can say it’s a pretty solid app experience, although a very different vibe from Oura. Less zen, more biohack-y. If I were making the decision on price alone, Ultrahuman easily beats Oura.

The best Prime Day deals on cardio equipment

Rowers

  • Hydrow Pro rowing machine: $1,735 today, down from $2,195. This rower has a 22” HD screen that can deliver live and on-demand workouts with a $44/month subscription. The smaller Hydrow Wave is $1,453, down from $1,695.

  • Peloton Row: $2,964.99 today, normally $3,295.

Bikes

  • Peloton Bike: The original Peloton Bike is $1,144.99 today, normally $1,495. Pelotons also require a $44/month subscription for their content and full features.

  • Peloton Bike+: $1,994.99, normally $2,495. And if you’re having trouble deciding, we have a rundown here of the differences between the Bike and the Bike+.

  • NordicTrack Commercial S22i Studio Cycle bike, $888.99, normally $1,499.99. It’s a sturdy model, with a 350 lb weight limit, and you can even pedal at an incline.

  • Pooboo air bike, $474.99, normally $699.99.

Treadmills

  • NordicTrack T Series treadmills: The 6.5S model is $664, down from $799. Other models in the T series line are on sale, too, at that same link.

  • NordicTrack Commercial treadmills: The Commercial 2540 is $2,499, down from $2,999. It can go as fast as 14 miles per hour, and increase to a 12% incline. What’s special about this one is it can also do a 3% decline, incredibly useful if you’re training for something that has a lot of downhill running that you need to get used to. This treadmill also folds into an upright position for space savings.

  • Proform Carbon treadmills:The Proform Carbon TL is $463.99, down from $599. It has a built-in fan and a space-saving design. 

  • Schwinn 815 treadmill: $889.99, down from $1,099.

The best Prime Day deals on smartwatches

Amazfit

  • Amazfit T-Rex 3: $199.99, normally $279.99. Amazfit’s offerings are budget-friendly but have been getting more and more impressive, and the T-Rex 3 is among the brand’s best. You can read a review here from my colleague Matthew Miller at ZDNet—he likes it.

  • Amazfit Active 2: $99.99, normally $129.99. This one punches above its weight as well. You’re telling me we get sapphire glass and onboard maps for 99 bucks? I’m impressed. (So was Matthew Miller—here’s his review.)

Fitbit

  • Fitbit Charge 6: $99.95 today (normally $159), a great price for a tracker that does the basics solidly. (See my review here.)

  • Fitbit Inspire 3: $74.95 (normally $99.95). This is Fitbit’s budget tracker, without its own GPS capabilities—it uses your connected phone’s GPS.

Garmin

  • Garmin Forerunner 955: $349.99 (originally $599.99). This is probably the best deal on a Garmin you’ll find today, as it’s the Forerunner with built-in maps and tons of advanced running features. This is an older model (predating the 965 and 970) but Garmins have serious longevity and it’s not going to feel “old” anytime soon. The one caveat is that it has a MIP screen, which is an older tech, but some people prefer it anyway.

  • Garmin Forerunner 255: $199.99 (originally $349.99). Same pros and cons as I mentioned with the 955. It’s an older model (since replaced with the 265 and 570) but every bit a great running watch that will serve you well for years to come.

  • Garmin Forerunner 165: $231.99 (originally $249.99) This is a newer entry-level model that is also on sale, but it’s only a small discount. If you’re considering this one, compare it to the 255 above, which has features this doesn’t have, like dual-band GPS, compatibility with cycling power meters, and extra analytics like training status. The only reason to get the 165 would be if you strongly prefer the AMOLED (smartphone-style) screen, or if you just want the newer watch on principle.

  • Garmin Epix Pro (gen 2) Sapphire: $609.99 (originally $1,099.99)

  • Garmin Venu 3 and 3S: $399.99, originally $449.99. The Venu 3 is Garmin’s smartwatchiest watch, with voice calling and ECG features. The 3S is the same thing but in a smaller size, and you can also find it at that link.

  • Garmin Vivoactive 5: $190.99 (originally $299). This has most of the features of the Venu 3, but is missing the voice texting/calling and ECG capability. It has almost all the same smartwatch and fitness features, so it’s a great budget alternative.

  • Garmin Instinct 2X Solar: $299.99, originally $449.99. This is another slightly older model (there is now an Instinct 3 series) but this is still an excellent price on an excellent watch. This one features solar charging, an LED flashlight, and multi-band GPS in a rugged build—great for hiking and other outdoorsy activities.

Apple

Google Pixel

  • Pixel Watch 3: $299.99, down from $399.99. This is the newest Pixel watch, which I reviewed here—it makes a fine fitness tracker in addition to being a great Android smartwatch.

  • Pixel Watch 2: $206.34, originally $249.99.

Samsung Galaxy

  • Galaxy Watch 7: $159.99 for the non-LTE version in the 40 mm size, down from $299.99. The big caveat here is that the Galaxy Watch 7 is no longer the newest! A Galaxy Watch 8 was announced today and will start shipping July 25.

The best Prime Day deals on workout headphones

  • Shokz OpenRun Pro 2: $124.95, down from $179.95. These are the best bone conduction headphones out there. Bone conduction means you can always hear what’s going on around you, and the connected ear hooks mean you’ll never lose them or get them separated. Make sure to check their size guide to know if you should order the mini or the regular size.

  • Shokz OpenRun: $89.95, down from $129.95. These have a little less battery life and the sound quality isn’t quite as good as the Pro, but they’re still a great pair of headphones. I have an older model of these headphones and they’re amazing for workouts.

  • Shokz OpenFit 2: $124.95, down from $179.95. These are a pair of individual earbuds that each have an ear hook.

  • Powerbeats Pro 2: $179.95, down from $249.99 I love these headphones for their secure ear hooks and the fact that they have both noise cancellation for busy gyms, and transparency mode for when you’re running outdoors. The advertised heart rate feature is unreliable, though. Here’s my review.

  • Beats Solo 4: $97.99, down from $199.99. These are on-ear bluetooth headphones, great for the gym. It’s hard to argue with 50 hours of battery life and 50% off.

The best Prime Day deals on adjustable dumbbells

  • Powerblock Pro 100: This 100-pound dumbbell (sold as a single) is $509.99, originally $599.99. 

  • CAP Adjustabells (10 to 55 pounds): $208.99 for a pair, down from $299. This is an entry-level set that goes up to 55 pounds each, and are sold by the pair. 

  • Lifepro adjustable dumbbells (5 to 25 pounds): $159.99 for a pair, down from $199.99. Lifepro also has a 90-pound single adjustable for $255.99, down from $319.99.

The best Prime Day deals on home gym equipment

  • Keppi adjustable bench: $195.96, originally $279.99. I have this bench in my own home gym and it’s great—super sturdy for barbell lifts and easily adjustable. 

  • Lat pulldown handle set: $96.79, down from $120.99. This is a set of five handles in different widths, from narrow neutral grips to ultra-wide grips.

  • Barbell and bumper plate set: $406.10 for a set that includes 370 pounds of weights. That’s $1.10 per pound, which is a steal for bumper plates.

The best Prime Day deals on fitness accessories

  • Adidas Defender 4.0 duffel bag: $27 for the medium size, down from $45. I tell you guys every year that this is my favorite gym bag, and it’s still true—my six-year-old Defender in size Small still holds everything perfectly and looks like it’s brand new.

  • Ativafit weighted vest: $53.19, down from $69.99. This vest is adjustable and can go from two pounds up to 22 pounds, which will cover most of your rucking needs.

  • Flipbelt running belt: $27.75, down from $37. This is one of my favorite running belts, and holds a ton of stuff.

  • Nathan men’s/unisex Pinnacle Race hydration vest: $97.60, down from $180.

  • Nathan women’s Pinnacle Breeze hydration vest: $103.99, down from $129.99.

  • Stanley IceFlow Tumbler: $26.25, down from $40, to keep your water cold on a hot day at the gym or trailhead. (I am a huge fan of packing an icy cold drink to enjoy when I come back to my car after a run.)


What do you think so far?

The best Prime Day deals on heart rate monitors

  • Coospo H6: $23.99 (was $29.99). This is my personal favorite chest strap, the one I’ve had for three years and it’s still going strong.

  • Coospo H8086: $26.26 (was $36.99). Similar to the H6, but is a newer model with an LED indicator light.

  • Polar H10: $76.19 (was $104.95). The classic, solid choice, with internal memory.

  • Polar Verity Sense: $84.95 (was $104.90). This is an armband monitor, with an optical sensor—not necessarily as accurate, but still better than a wrist sensor. If you find chest straps uncomfortable, an armband is the next best thing.

Looking for something else? Retailers like Walmart, Best Buy, and Home Depot have Prime Day competition sales that are especially useful if you don’t have Amazon Prime.

  • Walmart’s Prime Day competition sale begins at midnight on July 8 and will include deals up to 50% off. It’s an especially good option if you have Walmart+. 

  • Best Buy’s Prime Day competition sale, “Black Friday in July,” runs through Sunday, July 13 and has some of the best tech sales online. It’s an especially good option if you’re a My Best Buy “Plus” or “Total” member.

  • Home Depot extended its 4th of July sale through at least July 9, competing with some amazing deals of its own. It’s an especially good option if you’re looking for power tools, appliances, or outdoor equipment. 

Our Best Editor-Vetted Prime Day Deals Right Now

Deals are selected by our commerce team





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What Is the Future of the Entertainment Industry? – Landon Buford.com

As we look towards the future, the entertainment industry is undergoing significant transformations. Emerging technologies, changing consumer behaviors, and the influence of global events are reshaping how we create and consume entertainment. In this blog, we’ll explore the key trends that are likely to define the entertainment landscape in the coming years. The Impact of […]

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As we look towards the future, the entertainment industry is undergoing significant transformations. Emerging technologies, changing consumer behaviors, and the influence of global events are reshaping how we create and consume entertainment. In this blog, we’ll explore the key trends that are likely to define the entertainment landscape in the coming years.
A diverse group of filmmakers working indoors in a cafe setting, capturing a scene with a camera and microphone.

The Impact of Technology on Entertainment

Explore how advancements in technology, like virtual reality and artificial intelligence, are revolutionizing content creation and distribution.

Artificial intelligence is not just a buzzword anymore; it’s becoming a fundamental part of the creative process. From scriptwriting to editing, AI-assisted tools can help artists refine their work more efficiently. As these technologies continue to evolve, we might see a shift towards personalized content that caters to individual tastes.

Virtual reality (VR) is also paving new paths in entertainment, offering immersive experiences that transport audiences to entirely new worlds. Imagine attending a live concert from your living room, feeling as if you’re right there among the crowd! This technology pops the traditional barriers we face in entertainment, giving users unique experiences they crave.

Augmented reality (AR) is another technology to watch. By overlaying digital content onto the real world, AR enhances the way we interact with entertainment. Think of interactive storytelling or gaming experiences that blend seamlessly with real life! This could reshape our engagement with various entertainment formats from movies to performing arts.

Shifts in Consumer Preferences

Discuss the evolving tastes of audiences, the rise of streaming services, and how these trends are altering traditional entertainment models.

Today’s audiences are savvier than ever; with numerous choices at their fingertips, their preferences shift rapidly. The days of waiting for weekly TV episodes are long gone, as on-demand content offers immediate satisfaction. Streaming services continue to dominate, carving out a niche that traditional broadcast networks can no longer ignore.

Social viewing has also transformed. With platforms allowing users to watch and comment in real-time, audiences feel a greater sense of community. This change highlights the growing demand for interactive content that encourages participation, leading to a new era of entertainment where audience feedback significantly shapes what gets produced.

As the entertainment landscape evolves, niche markets are on the rise. From indie films to specialized series, audiences are gravitating towards specific content that resonates with their individual tastes. This diversification not only enriches the entertainment industry but also sparks innovation as creators strive to appeal to these more defined preferences.

The Role of Social Media in Entertainment

Examine the growing influence of social media platforms on entertainment consumption and marketing strategies.

Social media is no longer just a tool for personal connection; it’s a potent marketing weapon for the entertainment industry. Platforms like Instagram and TikTok have become essential for promoting content, with trailers, teasers, and viral trends paving the way for buzz around new releases. This level of engagement fosters a strong connection between creators and consumers.

Influencers also play a pivotal role, as their endorsements can drive audiences towards certain shows, films, or music. As viewers trust recommendations from their favorite personalities, social media significantly impacts viewing habits. This creates an ecosystem where popular culture thrives in real-time, reflecting the tastes and desires of a digital generation.

Moreover, content creation is changing as fans leverage social platforms to create fan art, remixes, and commentary. This user-generated content can go viral, further expanding a show’s reach. In many cases, the conversations happening on social media platforms can even dictate the success or failure of a project. Engagement has become a crucial metric for success.

Globalization and Cultural Exchange

Analyze how globalization is expanding the reach of entertainment across different cultures and regions.

Globalization has become a driving force in the entertainment industry, breaking down barriers and allowing diverse cultures to share their stories. Movies from Bollywood are now celebrated globally, and K-pop has taken the world by storm, showcasing that talent knows no boundaries. This cultural exchange enriches audiences and leads to broader acceptance and appreciation of global narratives.

As platforms like Netflix invest in international content, they broaden their libraries, making it easier for people to experience various cultural landscapes. Subtitled and dubbed films and series are becoming less of a barrier, inviting audiences to explore and connect with stories from around the globe.

However, while globalization promotes cultural exchange, it also raises concerns about homogenization. As dominant cultures influence entertainment, smaller or traditional forms may struggle for visibility. It’s vital for creators to balance global appeal with authentic representations of their unique cultures to ensure diversity in storytelling.

Sustainability and Ethical Practices

Investigate the increasing importance of sustainability and ethical considerations in production and audience expectations.

The entertainment industry is becoming increasingly aware of its environmental impact. From film production methods to merchandise creation, sustainability is now a priority. Audiences are seeking transparency in how their favorite shows and movies are made, leading to a push for eco-friendly practices that meet these consumer expectations.

Initiatives, like using renewable energy on set and prioritizing sustainable sourcing for costumes, are rising to prominence. Studios recognize that these efforts not only matter to eco-conscious viewers but can also lead to cost savings in the long run.

Ethical storytelling is equally important. Audiences are increasingly valuing authentic narratives that reflect diverse voices and experiences. This shift compels creators to be more mindful about representation and the stories they choose to tell. In the end, the future of the entertainment industry may rely heavily on how well it can align with these socially responsible trends.

Embracing the Change: The Future Awaits

The future of the entertainment industry is bright yet complex, filled with possibilities driven by innovation and consumer preferences. By staying adaptable and embracing change, industry players can navigate this dynamic environment effectively.



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Signet Sports to Merge with One Blockchain for Cryptocurrency Expansion

Signet Sports, a publicly traded company listed on the NYSE American, has announced a significant strategic move by submitting a confidential registration statement on Form S-4 to the U.S. Securities and Exchange Commission (SEC). This move is part of a business combination agreement involving the merger of Signet Sports and One Blockchain LLC, a digital […]

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Signet Sports, a publicly traded company listed on the NYSE American, has announced a significant strategic move by submitting a confidential registration statement on Form S-4 to the U.S. Securities and Exchange Commission (SEC). This move is part of a business combination agreement involving the merger of Signet Sports and One Blockchain LLC, a digital infrastructure developer specializing in Bitcoin mining and high-performance computing. The merger, initially announced on May 28, 2025, aims to create a new entity focused on the cryptocurrency mining, artificial intelligence, and high-performance computing data hosting market.

The merger involves One Blockchain LLC, a Delaware-based company with 2024 revenue of approximately $26.8 million and a net income of about $5.7 million. The completion of the transaction is contingent upon shareholder approval from Signet Sports and the approval for listing on the New York Stock Exchange American LLC. This strategic shift highlights the growing interest and investment in blockchain technology and cryptocurrency mining, as companies seek to diversify their portfolios and capitalize on emerging markets.

The new entity, to be led by One Blockchain, will focus on expanding its cryptocurrency mining operations. The combination of Signet Sports’ existing platform with One Blockchain’s mining capabilities is anticipated to drive growth and innovation in the digital currency space. This move aligns with the broader trend of companies exploring new revenue streams and technological advancements to stay competitive in the rapidly evolving market landscape.

The merger process involves several key steps, including the submission of the registration statement to the SEC and the subsequent approval of the business combination. The confidential draft registration statement on Form S-4 outlines the terms and conditions of the merger, providing transparency and compliance with regulatory requirements. The SEC’s review and approval are crucial for the successful completion of the merger, ensuring that all legal and financial aspects are properly addressed.

This merger represents a significant development in the cryptocurrency mining industry. By combining the strengths of a sports recruitment platform with a profitable Bitcoin mining operation, the new entity aims to leverage synergies and drive growth in the digital currency market. This strategic move underscores the increasing importance of blockchain technology and cryptocurrency mining, as companies seek to capitalize on the potential of this emerging sector. The merger is expected to create a robust and innovative entity that will contribute to the advancement of the cryptocurrency industry.



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Sunderland to Open New National Esports Arena in 2026

The British Esports Federation will oversee the multi-million-pound investment that will see Sunderland’s new Gaming and Esports Arena open its doors in 2026. This pioneering European facility, located adjacent to the National Esports Performance Campus (NEPC), will provide a high-level environment for events, training, and talent development. Innovative facility: Gaming and Esports Arena The Sunderland […]

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The British Esports Federation will oversee the multi-million-pound investment that will see Sunderland’s new Gaming and Esports Arena open its doors in 2026. This pioneering European facility, located adjacent to the National Esports Performance Campus (NEPC), will provide a high-level environment for events, training, and talent development.

Innovative facility: Gaming and Esports Arena

The Sunderland Gaming and Esports Arena will span approximately 15,000 sq ², featuring a 200-seat theatre, a 17-metre LED screen, broadcast and editing studios, hospitality areas, and an outdoor space for activations. Additionally, the infrastructure has been designed to provide immersive experiences and high-level competitions, replicating the conditions of international tournaments. Therefore, the arena’s flexibility will enable it to host a wide range of events, from world championships to video game launches and music concerts, according to British Esports.

This versatility responds to the increasing demand for multifunctional spaces in the sector, enabling the organisation of a variety of event formats. Likewise, its strategic location next to Sunderland AFC’s stadium reinforces its appeal to organisers and sponsors, consolidating the city as the epicentre of Esports in the United Kingdom.

Training and development at the Games and Esports Arena

The Games and Esports Arena will not only be the venue for major tournaments but also a training and education centre. The venue will allow professional players and students to practise under real competition conditions, with lighting, audiences and stages that simulate the pressure of significant events. In addition, students on programmes such as BTEC in Esports (Business and Technology Education Council) and university degrees will be able to participate in the organisation of tournaments and live broadcasts, gaining practical experience in key industry roles.

Collaboration with schools and colleges through the UK national esports body’s Student Championships expands the educational reach of the arena. Likewise, the integration of production studios and training rooms encourages the development of talent in areas such as broadcasting, coaching and event management. This commitment to comprehensive training reinforces the NEPC’s position as a leader in esports innovation and training, according to statements from the organisation.

Regional regeneration

The New National Esports Arena project is part of the Riverside Sunderland regeneration plan, one of the most ambitious urban initiatives in the country. The investment, backed by a leading bank, will contribute to the creation of highly skilled jobs and attract international visitors, boosting the local economy. According to the leader of Sunderland City Council, the arena will consolidate the city’s reputation as ‘the home of Esports in the United Kingdom’. It will be a key driver of regional development.

In addition, its proximity to new housing, high-end offices and technological innovation centres, such as Nissan’s electric vehicle centre, positions Sunderland as a magnet for companies and professionals in the sector. Therefore, the synergy between the Gaming and Esports Arena and other urban projects will boost sustainable growth and economic diversification in the region.

NEPC and Gaming and Esports Arena: synergy for high-performance

The Gaming and Esports Arena will complement the National Performance Campus-NEPC, inaugurated in 2023, which has already hosted Esports World Cup champion teams and national teams in titles such as NBA 2K and Rocket League. The NEPC, spanning approximately 30,000 sq ft, offers intensive boot camp-style training facilities, gaming houses for 27 residents, educational suites, and cutting-edge technology from leading brands. This infrastructure has been key to the preparation of athletes and the organisation of high-profile events.

The combination of both spaces will allow the British Esports organisation to consolidate its vision of a comprehensive campus for athlete development, hosting top-level events and fostering entrepreneurship in the sector. In addition, the flexibility of use of the new arena ensures its sustainability and ability to generate long-term value, benefiting both the local community and the global Esports industry.

This article was first published in Spanish on 11 July 2025.

All roads lead to Rome, 03–06 November 2025. SiGMA Central Europe takes centre stage at Fiera Roma, uniting 30,000 delegates, 1,200+ exhibitors, and 500+ expert speakers. This is where legacies are built, and the future takes shape. Connect with the innovators driving change. 



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Silicon Valley tech CEOs becoming Trump’s hostages. Be afraid.

Donald Trump publicly threatened to send Mark Zuckerberg, CEO of the world’s largest social network, to prison last summer. He did it twice. “All I can say is that if I’m elected President, we will pursue Election Fraudsters at levels never seen before, and they will be sent to prison for long periods of time,” […]

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Donald Trump publicly threatened to send Mark Zuckerberg, CEO of the world’s largest social network, to prison last summer.

He did it twice.

“All I can say is that if I’m elected President, we will pursue Election Fraudsters at levels never seen before, and they will be sent to prison for long periods of time,” then-candidate Trump wrote on Truth Social, adding, “We already know who you are. DON’T DO IT! ZUCKERBUCKS, be careful!”

A month later, Trump’s just-published book included this warning:

“(Zuckerberg) would bring his very nice wife to dinners, be as nice as anyone could be, while always plotting to install shameful Lock Boxes in a true PLOT AGAINST THE PRESIDENT. … We are watching him closely, and if he does anything illegal this time he will spend the rest of his life in prison — as will others who cheat in the 2024 Presidential Election.”



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UFC GYM Selects MMA.INC Software to Power 45 New BJJ Locations

Mixed Martial Arts Group (NYSE American: MMA) has expanded its strategic partnership with UFC GYM, making BJJLink.com the official gym management software platform for all new UFC GYM BJJ franchise studios. The partnership supports UFC GYM’s global expansion plan of opening 45 new gyms in 2025. BJJLink.com will provide UFC […]

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July 11, 2025

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Mixed Martial Arts Group (NYSE American: MMA) has expanded its strategic partnership with UFC GYM, making BJJLink.com the official gym management software platform for all new UFC GYM BJJ franchise studios. The partnership supports UFC GYM’s global expansion plan of opening 45 new gyms in 2025.

BJJLink.com will provide UFC GYM franchisees with BJJLink Admin+, an all-in-one operating system featuring mobile check-in, curriculum management, smart scheduling, payment infrastructure, referral tracking, and built-in CRM capabilities. The new BJJ-first studios will range from 2,000 to 5,000 square feet, featuring advanced mat spaces and recovery zones.

This expansion follows UFC’s recent launch of UFC BJJ 1 event series and aligns with MMA.INC’s international expansion into Latin America, including a partnership with Gracie Allegiant HQ.

Mixed Martial Arts Group (NYSE American: MMA) ha ampliato la sua partnership strategica con UFC GYM, rendendo BJJLink.com la piattaforma ufficiale di software per la gestione delle palestre per tutti i nuovi studi in franchising UFC GYM BJJ. Questa collaborazione supporta il piano di espansione globale di UFC GYM, che prevede l’apertura di 45 nuove palestre nel 2025.

BJJLink.com fornirà ai franchisee UFC GYM BJJLink Admin+, un sistema operativo tutto-in-uno che include check-in mobile, gestione del curriculum, pianificazione intelligente, infrastruttura per i pagamenti, tracciamento dei referral e funzionalità CRM integrate. I nuovi studi, focalizzati sul BJJ, avranno una superficie compresa tra 2.000 e 5.000 piedi quadrati e saranno dotati di spazi avanzati per i tatami e zone di recupero.

Questa espansione segue il recente lancio della serie di eventi UFC BJJ 1 e si allinea con l’espansione internazionale di MMA.INC in America Latina, incluso un partenariato con Gracie Allegiant HQ.

Mixed Martial Arts Group (NYSE American: MMA) ha ampliado su asociación estratégica con UFC GYM, convirtiendo a BJJLink.com en la plataforma oficial de software para la gestión de gimnasios para todos los nuevos estudios de franquicia UFC GYM BJJ. La asociación respalda el plan de expansión global de UFC GYM de abrir 45 nuevos gimnasios en 2025.

BJJLink.com proporcionará a los franquiciados de UFC GYM BJJLink Admin+, un sistema operativo todo en uno que incluye registro móvil, gestión de currículos, programación inteligente, infraestructura de pagos, seguimiento de referencias y capacidades CRM integradas. Los nuevos estudios enfocados en BJJ tendrán un tamaño de entre 2,000 y 5,000 pies cuadrados, con áreas avanzadas de tatami y zonas de recuperación.

Esta expansión sigue al reciente lanzamiento de la serie de eventos UFC BJJ 1 y se alinea con la expansión internacional de MMA.INC en América Latina, incluyendo una asociación con Gracie Allegiant HQ.

Mixed Martial Arts Group (NYSE American: MMA)는 UFC GYM과의 전략적 파트너십을 확장하여 BJJLink.com을 모든 신규 UFC GYM BJJ 프랜차이즈 스튜디오의 공식 체육관 관리 소프트웨어 플랫폼으로 지정했습니다. 이 파트너십은 UFC GYM의 2025년에 45개의 신규 체육관 개설이라는 글로벌 확장 계획을 지원합니다.

BJJLink.com은 UFC GYM 가맹점에 모바일 체크인, 커리큘럼 관리, 스마트 스케줄링, 결제 인프라, 추천 추적 및 내장 CRM 기능을 포함한 올인원 운영 시스템인 BJJLink Admin+를 제공합니다. 새로운 BJJ 중심 스튜디오는 2,000에서 5,000 평방피트 크기로 고급 매트 공간과 회복 구역을 갖출 예정입니다.

이번 확장은 UFC가 최근 시작한 UFC BJJ 1 이벤트 시리즈에 이어 MMA.INC의 라틴 아메리카 국제 확장과도 연계되며, Gracie Allegiant HQ와의 파트너십도 포함됩니다.

Mixed Martial Arts Group (NYSE American : MMA) a étendu son partenariat stratégique avec UFC GYM, faisant de BJJLink.com la plateforme officielle de gestion des salles pour tous les nouveaux studios franchisés UFC GYM BJJ. Ce partenariat soutient le plan d’expansion mondial d’UFC GYM visant à ouvrir 45 nouvelles salles en 2025.

BJJLink.com fournira aux franchisés UFC GYM BJJLink Admin+, un système d’exploitation tout-en-un comprenant l’enregistrement mobile, la gestion des programmes, la planification intelligente, l’infrastructure de paiement, le suivi des parrainages et des fonctionnalités CRM intégrées. Les nouveaux studios axés sur le BJJ auront une superficie comprise entre 2 000 et 5 000 pieds carrés, avec des espaces de tapis avancés et des zones de récupération.

Cette expansion fait suite au lancement récent de la série d’événements UFC BJJ 1 et s’aligne avec l’expansion internationale de MMA.INC en Amérique latine, incluant un partenariat avec Gracie Allegiant HQ.

Mixed Martial Arts Group (NYSE American: MMA) hat seine strategische Partnerschaft mit UFC GYM erweitert und macht BJJLink.com zur offiziellen Softwareplattform für das Management aller neuen UFC GYM BJJ Franchise-Studios. Die Partnerschaft unterstützt den globalen Expansionsplan von UFC GYM, 45 neue Studios im Jahr 2025 zu eröffnen.

BJJLink.com wird UFC GYM Franchise-Nehmern BJJLink Admin+ zur Verfügung stellen, ein All-in-One-Betriebssystem mit mobiler Anmeldung, Lehrplanverwaltung, intelligenter Terminplanung, Zahlungsinfrastruktur, Empfehlungsverfolgung und integrierten CRM-Funktionen. Die neuen BJJ-zentrierten Studios werden zwischen 2.000 und 5.000 Quadratfuß groß sein und fortschrittliche Mattenbereiche sowie Erholungszonen bieten.

Diese Expansion folgt auf die kürzliche Einführung der UFC BJJ 1 Eventserie und steht im Einklang mit der internationalen Expansion von MMA.INC nach Lateinamerika, einschließlich einer Partnerschaft mit Gracie Allegiant HQ.

Positive


  • Strategic partnership with UFC GYM supports expansion of 45 new gyms in 2025


  • BJJLink software already proven successful with hundreds of martial arts academies globally


  • International expansion into Latin America with key partnership with Gracie Allegiant HQ


  • Comprehensive revenue streams through integrated payment systems and e-commerce capabilities


Negative


  • Initial deployment limited to select international locations in H2 2025


  • Success dependent on UFC GYM’s ability to execute ambitious rollout plan


Insights


MMA.INC expands UFC GYM partnership, providing BJJLink software to power 45+ new BJJ franchise studios globally in 2025.

This expanded partnership between MMA.INC and UFC GYM represents a significant strategic win for MMA’s SaaS business. The multi-year agreement positions BJJLink.com as the technological foundation for UFC GYM’s aggressive BJJ franchise expansion, which includes 45 new locations planned for 2025 alone.

The deal has several compelling dimensions that strengthen MMA.INC’s market position. First, it provides predictable recurring revenue through the SaaS subscription model, creating a stable income stream as each new franchise location comes online. Second, it demonstrates product-market fit in the martial arts vertical, with BJJLink offering specialized features like belt progression tracking and curriculum management that generic gym software can’t match.

From a competitive standpoint, this agreement creates significant barriers to entry for potential competitors. By securing UFC GYM—the preeminent brand in martial arts training—MMA.INC gains both revenue and valuable market validation. The partnership’s expansion suggests the initial implementation has been successful, reinforcing BJJLink’s value proposition.

The deal structure is particularly advantageous, as it creates a scalable growth mechanism tied directly to UFC GYM’s expansion. Each new BJJ studio (ranging from 2,000-5,000 square feet) represents additional SaaS revenue without proportional cost increases for MMA.INC, potentially improving margins as the partnership scales.

The timing aligns with broader market trends, including UFC’s launch of their BJJ live event series and MMA.INC’s international expansion into Latin America. The partnership’s extension suggests strong execution on MMA.INC’s part and builds on existing relationships with industry legends like Clark Gracie, creating multiple growth vectors for their martial arts technology platform.







Highlights

  • Landmark multi-year agreement strengthens UFC GYM and MMA.INC alliance, supporting the global rollout of 45 new gyms in 2025 and accelerating the expansion of UFC GYM’s high-growth BJJ program—powered by MMA.INC’s category-leading software.
  • BJJLink.com is the definitive all-in-one operating system for martial arts-first businesses—optimizing member management, driving revenue growth, and unlocking scalable monetization for franchisees.
  • Builds on MMA.INC and UFC GYM’s broader strategic partnership to integrate the Warrior Training Program across a network of 150+ locations worldwide.

New York, NY, July 11, 2025 (GLOBE NEWSWIRE) — Mixed Martial Arts Group Limited (NYSE American: MMA) (“MMA” or the “Company”), an NYSE American listed innovator at the intersection of combat sports and digital transformation, has announced an expansion of its strategic technology partnership with UFC Gym Group who are selecting BJJLink.com as the official gym management software platform for all new UFC GYM BJJ franchise studios.

This extension of the existing Software-as-a-Service (SaaS) agreement follows UFC GYM’s landmark global expansion announcement in February and solidifies a deeper alignment between UFC GYM’s fast-growing Brazilian Jiu-Jitsu (BJJ) program and MMA.INC’s category-leading gym software. This announcement capitalizes on the growth in BJJ, reinforced by UFC’s recent launch of their new premier BJJ live event series, UFC BJJ 1.

BJJLink.com, powered by MMA.INC’s Martial Arts Technology, will serve as the digital backbone of UFC GYM’S new BJJ franchise studios. Designed specifically for martial arts-first businesses, the platform equips franchisees with a modern, all-in-one operating system that streamlines member management, drives revenue, and unlocks new monetization opportunities. Key features include:

  • Mobile check-in and self-service kiosk systems to reduce front-desk friction and enhance member experience
  • Curriculum and belt progression management with digital tracking tools aligned to structured programs
  • Smart class and staff scheduling with real-time attendance and performance visibility
  • Payment infrastructure, including recurring billing, retail sales and a customizable in-app transaction layer that supports Stripe and a growing list of other global processors
  • Referral tracking and affiliate logic to power grassroots growth and incentive campaigns
  • Built-in CRM and e-commerce automation, enabling franchisees to engage leads, sell merchandise, and convert visitors, all from one centralized platform

Under the terms of the expanded agreement, UFC GYM franchisees will gain access to BJJLink Admin+, a powerful all-in-one platform designed to simplify operations and drive growth. UFC GYM BJJ Studio Franchisees will benefit from streamlined class scheduling, automated billing, digital curriculum tools, and built-in referral tracking, removing administrative overhead and enabling staff to focus on member experience. Standardized pricing across locations and centralized reporting through a master admin dashboard provide both flexibility and oversight, helping franchisees scale confidently while staying aligned with brand standards.

“The BJJLink platform offers an intuitive and powerful back-end that empowers our coaches and BJJ studio franchisees to focus on what matters most, training and community,” said Adam Sedlack, CEO of UFC GYM. “This agreement gives us the technical scalability and operational consistency needed to support our ambitious rollout of new BJJ studios globally.”

The new UFC GYM BJJ studios, purpose-built spaces dedicated to Brazilian Jiu-Jitsu, are part of UFC GYM’s mission to redefine fitness and martial arts for modern athletes. The brand plans to open more than 45 new gyms in 2025, with many of the BJJ-first models ranging from 2,000 to 5,000 square feet and featuring advanced mat spaces, recovery zones, and family-friendly programming.

“This extension validates our shared belief that the future of martial arts training is both physical and digital,” said Nick Langton, CEO of MMA.INC. “We’re proud to be the technology engine behind UFC GYM’s BJJ studio model and to deepen our long-standing relationship with the preeminent name in martial arts training.”

BJJLink is already used by hundreds of martial arts academies around the world and has seen increased demand from franchise operators seeking more streamlined onboarding, revenue analytics, and student engagement tools.

MMA.INC and UFC GYM intend to co-launch the new BJJLink-powered UFC BJJ studio software at select international locations during H2 of 2025.

MMA.INC’s recently announced an international push, expanding BJJLink into Latin America and launching a marquee partnership with Gracie Allegiant HQ and Brazilian Jiu-Jitsu legend Clark Gracie.

About Mixed Martial Arts Group Limited

MMA.INC (Mixed Martial Arts Group Limited) is revolutionizing the combat sports industry by driving participation and engagement across fans, athletes, coaches, and gym owners. The company operates four core business units:

  ● TrainAlta: A platform that transforms MMA fans into active participants through structured training programs.
  ● Hype: A marketing platform helping gym owners, coaches, and athletes grow revenue from their audiences.
  ● MixedMartialArts.com: The go-to resource for MMA news, fighter data, fight schedules, and the legendary Underground forum.
  ● BJJLink: A leading gym management platform designed for BJJ academies, offering tools for payment processing, marketing, student engagement, and content monetization.

With over 5 million social media followers, 530,000 user profiles, 50,000 active students, 18,000 published gyms and 800 verified gyms across 16 countries, MMA.inc continues to transform the martial arts landscape and deliver unparalleled value to its stakeholders.

For more information, visit www.mma.inc or follow us on social media:


ABOUT UFC GYM®

UFC GYM® is the first major brand extension of UFC®, the world’s premier MMA organization, created in alliance with New Evolution Ventures™ (NeV), developers of many of the world’s most successful fitness brands. As the first to unite the benefits of MMA with fitness, the brand is not what you expect, and more than you can imagine. UFC GYM’s TRAIN DIFFERENT® approach provides members with the ultimate fitness experience and programming that secures results for all ages and training levels. With over 150 locations opened and 700 additional locations currently in development globally, UFC GYM has revolutionized the fitness industry and positively impacted countless lives worldwide. UFC GYM offers the opportunity to own and operate a franchise domestically and internationally. For more information, please visit www.ufcgym.com.

Follow UFC GYM through the below platforms:

  • FACEBOOK – Facebook.com/UFCGYM
  • YOUTUBE – Youtube.com/UFCGYM
  • INSTAGRAM, TIKTOK & X – @UFCGYM

Forward-Looking Statements

This press release may include forward-looking statements. Any statements contained herein regarding our strategy, future operations, financial position, future revenues, projected costs, prospects, plans and objectives of management, other than statements of historical facts, are forward-looking statements. The forward-looking statements included herein include or may include, but are not limited to, statements that are predictive in nature, depend upon or refer to future events or conditions, or use or contain words, terms, phrases, or expressions such as “achieve,” “forecast,” “plan,” “propose,” “strategy,” “envision,” “hope,” “will,” “continue,” “potential,” “expect,” “believe,” “anticipate,” “project,” “estimate,” “predict,” “intend,” “should,” “could,” “may,” “might,” or similar words, terms, phrases, or expressions or the negative of any of these terms. Any statements contained in this press release that are not based upon historical fact are based on current expectations, estimates, projections, opinions and/or beliefs of the Company. Such statements are not facts and involve known and unknown risks, uncertainties, and other factors. Prospective investors should not rely on these statements as if they were facts. Actual revenue may vary to current sales due to factors such as participant churn, cancellations, and changes in payment schedules, membership terms or pricing changes. Any references to verified gyms, partner gyms, user profiles refer to a profile that has been claimed or created across the MMA.inc platform, which includes TrainAlta.com, BJJ Link, Hype, MixedMartialArts.com and Steppen. Forward-looking statements involve a number of known and unknown risks and uncertainties, including, but not limited to, those discussed in the “Risk Factors” section of the Form 20-F for the fiscal year ended June 30, 2024 filed with the SEC. Given the risks and uncertainties, readers should not place undue reliance on any forward-looking statement and should recognize that the statements are predictions of future results which may not occur as anticipated. New risk factors emerge from time to time, and it is not possible for management to predict all such risk factors, nor can it assess the impact of all such factors on the Company’s business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements. You should carefully read the factors described in the “Risk Factors” section of the Form 20-F for the fiscal year ended June 30, 2024 filed with the SEC to better understand the risks and uncertainties inherent in our business and industry, and any underlying forward-looking statements. Except where required by law, the Company assumes no obligation to update, withdraw or revise any forward-looking statements to reflect actual results or changes in factors or assumptions affecting such forward-looking statements.

Media Contacts

Mixed Martial Arts Group Limited
E: peter@mma.inc






FAQ



What is the partnership between UFC GYM and MMA.INC’s BJJLink.com?


UFC GYM has selected BJJLink.com as the official gym management software platform for all new UFC GYM BJJ franchise studios, supporting their global expansion of 45 new gyms in 2025.


What features does BJJLink.com offer to UFC GYM franchisees?


BJJLink.com offers mobile check-in, curriculum management, smart scheduling, payment processing, referral tracking, and CRM capabilities through its BJJLink Admin+ platform.


How many new UFC GYM locations are planned for 2025?


UFC GYM plans to open more than 45 new gyms in 2025, with BJJ-first models ranging from 2,000 to 5,000 square feet.


What is MMA.INC’s international expansion strategy?


MMA.INC is expanding BJJLink into Latin America and has launched a partnership with Gracie Allegiant HQ and Brazilian Jiu-Jitsu legend Clark Gracie.


What is the size of the new UFC GYM BJJ studios?


The new BJJ-first models will range from 2,000 to 5,000 square feet and will feature advanced mat spaces, recovery zones, and family-friendly programming.





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