Altered States Wellness is expanding its footprint in Dallas-Fort Worth with two new franchise studios focused on immersive recovery, including date night packages combining private services, champagne and charcuterie

Self-care is getting more immersive, more social and more results-driven as Altered States Wellness taps into several wellness trends with two new studios opening in North Texas this fall.

The franchise, known for modalities like float therapy, infrared sauna, cold plunge, red light, compression and PEMF, will open studios in Colleyville/Euless and The Colony, expanding its Dallas-Fort Worth footprint to five locations.

What gives the wellness franchise an edge is its focus on experience and human connection, with offerings that range from date night packages featuring champagne and charcuterie to corporate workshops centered on nervous system recovery, group spa parties and multi-week programs intended to improve sleep, energy and resilience.

The Colleyville/Euless location will be led by Nicole and Richie Peterson, a husband-and-wife team who discovered the brand during their own health journey.

“We found Altered States and were inspired to pursue our passion of helping others find healing and restoration,” Richie said. “Our goal is to build a business in our local community that will make a difference in the lives of others while enabling us to support our family through our passion.”

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Adrian Fernando, meanwhile, will lead the launch in The Colony, bringing a similar personal investment in health and wellness to the studio.

Franchise opportunities with Altered States Wellness require a $40,000 franchise fee and an initial investment ranging from $289,000 to $559,000. 

The global sports industry is undergoing notable shifts, driven by evolving fan demographics, technological advancements in media consumption, and the increasing globalisation of major codes.

A recent Nielsen report highlights that the value of global sports media rights is projected to exceed $60 billion in 2024, underscoring the expanding commercial landscape.

Three key trends are currently reshaping the sports sponsorship environment:

1. Football’s Enduring Global Dominance and Sponsorship Potential

Football (soccer) maintains its position as the world’s most popular sport, with 51% of the global population identifying as fans. This widespread appeal translates into significant commercial opportunities. The report notes that major tournaments scheduled for 2025, 2026, and 2027 are expected to further amplify global fandom.

Notably, the United States, despite traditionally being dominated by other codes, now boasts the fourth-largest football fanbase globally.

This is particularly relevant for sponsors, as 67% of U.S. football fans reportedly find brands sponsoring their favourite competitions more appealing. 

2. Women’s Sports Driving New Sponsorship Opportunities

Interest in women’s sports has experienced a notable surge, with 50% of the global population expressing interest in 2024, an increase from 45% in 2022. This growth is creating distinct commercial opportunities.

Women now adds up to 47% of fans of women’s sports and 42% of fans of men’s sports, presenting a clear demographic shift for brands to engage.

The Women’s National Basketball Association (WNBA) serves as a prominent example of this momentum, with its fanbase growing by 31% in two years and viewership increasing by 201% for the 2024 regular season.

This commercial viability is attracting a more diverse range of sponsors, with brands like Coach and Sephora entering the space, signalling a shift towards industries historically underrepresented in sports sponsorship.

3. Media Expansion Broadens Access to New Formats and Global Sports

The evolution of streaming platforms and social media is fundamentally altering how fans consume sports content, enabling new formats and niche sports to find global audiences.

The report cites examples such as TGL, a tech-infused golf league, which has attracted younger demographics, with 32% of its 18-34 year-old viewers not being regular PGA Tour followers.

Similarly, the global growth of pickleball, with brands like Nature Made® leveraging social media campaigns, demonstrates the potential of emerging sports.

Social media is also playing a role in the globalisation of established sports like rugby, where female followers are reportedly growing faster than male followers globally.

Strategic Implications for Australian Sports Professionals

To effectively navigate these evolving trends, Australian sports professionals must adopt adaptive and data-driven strategies.

For brands, this necessitates a focus on identifying relevant fan bases, prioritising authentic engagement over traditional logo placement, and exploring innovative sponsorship models that resonate with modern consumers.

For rights holders, the emphasis should be on providing comprehensive fan insights to potential sponsors, expanding access to content across diverse platforms, and fostering long-term partnerships that align with sponsor goals beyond mere exposure.

Conclusion

The dynamic nature of the global sports landscape demands a proactive and informed approach to sponsorship strategy. By leveraging data analytics, embracing new media formats, and actively engaging with diverse and growing audiences, sports professionals can unlock significant commercial potential.

As highlighted by Nielsen’s findings, success in 2024 and beyond will hinge on crafting captivating stories that resonate across multiple touchpoints and investing in meaningful, long-term relationships that deliver tangible value for all stakeholders.

For Australian sports, these insights offer a clear roadmap to maintain competitiveness and leadership within the global sports market.

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The NFL is introducing new high-tech headsets for coaches this season, designed by Sony. These headsets feature advanced noise canceling to tackle extreme crowd noise and weather conditions, ensuring clear communication. Green Bay Packers head coach Matt LaFleur praised their reliability during high-pressure situations, highlighting the importance of effective communication. Fans have shared mixed reactions on social media, questioning the design assumptions of previous headsets and expressing excitement over the updates.

By the Numbers

• New headsets tested in temperatures ranging widely and under real crowd noises exceeding 100 decibels.
• Coaches, including LaFleur, were actively involved in the design and testing process for functionality and comfort.

State of Play

• The NFL is consistently pushing for technological advancements to enhance game dynamics.
• Coaches are optimistic about the improved clarity and reliability of the new communication tools.

What’s Next

As the season progresses, the NFL will evaluate the new headsets’ performance in live game scenarios, potentially paving the way for further technological integration. Future feedback could lead to additional enhancements or innovations based on coaching needs.

Bottom Line

The updated headsets signify a major step in merging technology with sports, emphasizing the NFL’s commitment to improving coaching communication. The league’s ongoing innovations promise to enhance game strategies and audience engagement.

SPRINGDALE, Ark., July 14, 2025 (GLOBE NEWSWIRE) — Tyson Ventures, the venture capital arm of Tyson Foods (NYSE: TSN), hosted its fourth annual pitch event, which aims to position Tyson Foods as the strategic partner of choice for the most promising innovators working toward a better food system. Eleven companies pitched their AI-related innovations to a group of Tyson Foods senior leaders and team members as part of Tyson Demo Day 2025.

Tyson Demo Day encourages innovators and entrepreneurs worldwide to apply with breakthrough solutions that can help Tyson Foods foster sustainable practices, enhance transparency, create new efficiencies and ensure the highest standards of quality across the unique protein supply chain.

“Great ideas come from all over, and it’s inspiring to see so much strategic potential all in one place,” said Doug Kulka, Chief Information & Technology Officer for Tyson Foods. “When AI-driven solutions enhance our connection with customers and consumers, we can unlock new ways to innovate and deliver exceptional experiences. The global reach and scale of Tyson Foods can help these up-and-coming companies apply their groundbreaking solutions to make a difference.”

Each year, Tyson Demo Day centers on different innovation areas of interest to the industry. For 2025, Tyson Ventures sought out innovative startups that have the potential to deliver AI in food innovation and branding. The participating companies, which represent seven U.S. states and four countries, pitched their disruptive business solutions at Tyson Foods world headquarters on July 9. Their solutions target food technology challenges from many different angles using technologies that include software, artificial intelligence, consumer insights, advanced product and packaging concepts, and analytics for innovation.

The eleven participating companies at Tyson Demo Day 2025 were:

DelineateOrby AIPreveraProxy FoodsTasteWiseQlooDescartes & MaussGrowinCoObservaShelfgramSeekr Technologies The Tyson Foods panel represents a broad cross-functional group of team members. They selected six Demo Day startups to engage in continued conversations within the business, paving the way for further high-impact opportunities.

The six selected companies were:

Delineate allows brands to be more agile and proactive in-flight, rather than receiving historic data, bridging the gap between campaign performance and brand awareness.Orby AI is an AI Agent platform built for enterprise automation. Orby aims to automate critical tasks, enabling enterprise teams to reclaim their time and focus on creating value at scale.Prevera utilizes technology to design antimicrobial proteins that protect food products such as meat, while removing undesired preservatives and increasing shelf life.Proxy Foods turns food data into an AI-virtual scientist, supporting R&D teams in protected novel discovery and commercial product development from bench to market in half the time.Qloo is built around delivering AI-powered cultural intelligence to companies seeking to understand and anticipate consumer preferences by analyzing anonymized data from billions of behavioral signals across entertainment, dining, travel, fashion, consumer goods and more.TasteWise turns billions of data points into trend predictions, product ideas and personalized brand storytelling. Since its inception in 2016, Tyson Ventures has invested more than $100 million in emerging proteins, new technologies for food and worker safety and sustainable food production. Stay up to date on engagement with these partners by following the Tyson Ventures LinkedIn account.

About Tyson Ventures  

Tyson Ventures is the venture capital arm of Tyson Foods, Inc., one of the world’s largest food companies and a recognized leader in protein. Tyson Ventures aims to be the strategic partner of disruptive innovators transforming the food industry and providing sustainable nutrition to a growing global population. Tyson Ventures focuses on investments in three strategic areas – emerging proteins, enabling technologies, and innovations that empower people, protect our planet and cultivate smart, responsible agriculture.

CONTACT: Media Contact: Katie Bullock | 479-290-1855

With puzzles, lifestyle tips and mental exercises, Humana’s latest initiative encourages older adults to stay sharp and proactive about aging

Humana is taking healthy aging beyond the gym with the launch of the Humana Cognitive Games, a nationwide virtual challenge meant to help older adults flex their mental muscles. 

Running from July 14 through August 11, the Cognitive Games encourage seniors to participate in brain-training activities, access lifestyle tips and explore educational content for free at HumanaGames.com.

“Healthcare starts long before you step into a doctor’s office – it begins at home with daily choices we make to take care of our bodies and minds,” Humana’s president of insurance, George Renaudin, said. “At Humana, we are committed to proactive, preventive care – from wellness checks and screenings to personal healthy habits – that can help improve health outcomes. Because for many Americans, true health means the freedom to live life on their own terms.” 

The initiative debuts alongside the 2025 National Senior Games, held later this month in Des Moines, Iowa, where Humana will serve as presenting sponsor for the tenth consecutive time. The Games bring together more than 12,000 athletes aged 50 and older for Olympic-style competition and community. 

Mounting evidence continues to highlight the role of cognitive engagement in healthy aging. One 2023 study involving more than 10,000 older adults found that frequent participation in mentally active pursuits was associated with a lower risk of developing dementia over a 10-year period. In contrast, social outings and interactions alone were not linked to a reduced risk, reinforcing the importance of mentally stimulating activities.

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“You’ve got to exercise your brain,” Conviva Senior Primary Care chief medical officer Isabel Souffront, MD, said. “It’s like anything in life. If you can strengthen that muscle, it will help keep you sharp. Trying new things – whether it’s a hobby, an instrument or a puzzle – stimulates the brain and helps protect against mental decline.”

Sony’s partnership with the NFL, set to debut its advanced coach headsets for the 2025 season, is more than a sports tech deal—it’s a masterclass in strategic cross-industry collaboration. By merging cutting-edge audio engineering with the NFL’s demand for reliability under extreme conditions, Sony has positioned itself as a leader in both B2B tech partnerships and consumer electronics. This move underscores its underappreciated potential to drive recurring revenue and brand equity, while setting a template for the convergence of sports analytics and IoT. Investors should take note.

The Technology Edge: From Sidelines to Living Rooms

The headsets exemplify Sony’s prowess in noise cancellation and durability. Engineered to withstand stadium noise exceeding 100 decibels—tested against real crowd recordings—and extreme weather, these devices use proprietary algorithms and microphone technology derived from its WH-1000XM6 series. This is no accident: the same tech that silences a roaring crowd could soon enhance Sony’s consumer headphones, creating a feedback loop where B2B innovations elevate consumer products.

The ripple effects are already visible. The headsets’ waterproofing, drop resistance, and ergonomic design are direct upgrades from consumer models, suggesting Sony is using professional markets to stress-test and refine its audio tech. Meanwhile, the integration of Verizon’s 5G-powered private wireless networks highlights Sony’s pivot toward IoT-enabled ecosystems—critical for future growth in connected devices.

NFL Sponsorship: A Goldmine of Brand Equity

Sony’s $150 million annual sponsorship isn’t just about logo visibility on headsets. It’s a multi-year play to embed its brand into the NFL’s DNA, leveraging the league’s global audience of 100 million+ fans. The partnership also includes Hawk-Eye line-calling technology and broadcast tools, creating synergies between sports tech and imaging. This exposure drives consumer awareness and loyalty, indirectly boosting sales of products like the WH-1000XM6 headphones, which now have a “proven in the NFL” halo effect.

B2B Partnerships: The Untold Revenue Stream

Sony’s NFL deal isn’t an isolated stunt. It’s part of a broader strategy to diversify beyond volatile consumer electronics markets. By locking in recurring revenue through B2B contracts—like its $1 billion+ imaging partnership with the NFL—Sony mitigates risk while capitalizing on the $34 billion sports tech market. The NFL headsets’ durability standards, for instance, could spill into industrial or automotive audio partnerships, widening Sony’s moat against rivals like Bose or Jabra.

The Long Game: IoT and Sports Analytics

The real prize is the sports analytics and IoT space. Hawk-Eye’s virtual line measurement system, which reduces review times by 60%, is just the start. Sony’s data integration with Beyond Sports and AWS’s NFL Next Gen Stats hints at a future where real-time player tracking and fan engagement tools become cash cows. Imagine Sony licensing its stadium-grade noise cancellation to smart home devices or its Hawk-Eye algorithms to autonomous vehicles—both plausible extensions of its core tech.

Investment Thesis: Buy Sony’s Undervalued Tech Play

Sony trades at 14x forward earnings, a discount to Apple (17x) or Alphabet (23x), despite its diversified revenue streams and high-margin B2B partnerships. Analysts may underweight its sports tech bets, but the NFL deal’s $150M+ annual value and IoT opportunities suggest upside. Investors should also watch for cross-pollination wins: if Sony’s noise-canceling tech boosts consumer headphone sales, or if Hawk-Eye expands to soccer or baseball, the stock could surge.

Conclusion: A Leader in the Game of Tech Evolution

Sony’s NFL partnership is a testament to its ability to transform niche innovations into mass-market advantages. By anchoring itself in high-stakes B2B collaborations, it’s building a resilient revenue model and brand equity that few competitors can match. For investors, this isn’t just about sports—it’s about betting on a company that’s rewriting the rules of tech integration. With Sony’s stock undervalued and its innovation pipeline humming, now is the time to position for the next phase of its rise.