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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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No. 3 Volleyball sweeps Florida A&M, 3-0, to advance in NCAA Tournament

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AUSTIN, Texas. — The No. 3 Texas Volleyball team improved to 42-0 in the NCAA First Round after sweeping Florida A&M (25-11, 25-8, 25-14). The Longhorns improved to 24-3 on the season behind Emma Halter’s historic night on defense. 

Halter moved up to No. 8 on the all-time Texas digs list with 25 tonight, making it a 1,282 total. Halter also broke the Texas record in three-set matches with 25 digs. She’s now the fourth Longhorn to record 25, joining Dariam Acevedo (2006), Adrian Greenmail (2001) and Carrie Busch (1995). 

Ayden Ames matched her career high with eight blocks, leading the Longhorns to tally nine total. Ramsey Gary also recorded a season high three aces for a match high. The Longhorns recorded 42 kills to the Rattlers 15, holding them to a -.027 – the lowest opponent hitting percentage of the season. 

Set One: Texas dominated the opening set 25-11, limiting the Rattlers to a .000 attacking percentage while hitting .414 themselves. Torrey Stafford led the charge with five kills and a .455 hitting percentage. Swindle recorded nine assists and Halter registered 10 digs. The Texas defense totaled four and a half blocks in the first set. 

Set Two: The Longhorns held the Rattlers to only eight points, tying their opponent season low in the second set. Stafford added six more kills out of her 13 total, while Texas put up four team blocks behind Ames’ four. 

Set Three: The Longhorns saw Cari Spears add four kills and Whitney Lauenstein add one of her five kills in the third. Lauenstein also totaled four blocks on the night and hit for .571. 

Up next Texas will face off against No. 25 Penn State in the Second Round of the NCAA Tournament on Saturday, Dec. 6 at 6:30 p.m. CT on ESPN+. 



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Volleyball sees season end in NCAA DII Second Round

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WINGATE, N.C. – Another successful Lenoir-Rhyne Volleyball season has come to an end. The Bears fell 3-1 to #3 seeded Anderson in the NCAA DII Tournament second round on Friday, closing their season at 23-8.  

Emmaleigh Allen led the team with 13 kills while Emmie Modlin and Alicia Barbarito combined for 38 assists.

INSIDE THE MATCHUP

Final: Anderson 3, Lenoir-Rhyne 1 (29-27, 20-25, 25-9, 25-18)

Records: Anderson (23-7, 16-4 SAC), Lenoir-Rhyne (23-8, 14-4 SAC)

Location: Wingate, NC | Cuddy Arena

STORY OF THE MATCH: 

  • Down early on, the Bears went on a late 4-0 run to tie the score at 22 in the first set.
  • Lenoir-Rhyne had set point at 26-25, but a 4-1 run from Anderson gave the Trojans the 29-27 set victory.
  • Hadley Prince produced back-to-back service aces to help Lenoir-Rhyne win the second set 25-20.
  • Anderson dominated the third set 25-9, finishing with a .317 hitting % and just four attack errors.
  • Lenoir-Rhyne responded early in the fourth set, jumping ahead 6-3.
  • The Trojans did not look back after tying the match at 7, keeping the Bears an arms length away the rest of the set. 

STATS OF THE GAME:

  • Anderson finished with an advantage in kills (59-to-46), hitting % (.276-to-.127), and assists (57-to-43).
  • There were a combined 38 block assists and solo blocks between the two teams.
  • Kayli Cleaver and Averie Dale combined for 11 total blocks
  • Hadley Prince led the team with 19 digs while Addison Vary collected two service aces.

BEYOND THE BOXSCORE:

  • This was the fourth meeting this season between the Bears and Trojans, with each team winning twice.
  • Emmaleigh Allen generated her sixth double-double this season after finishing with 13 kills and 16 digs.
  • Kayli Cleaver finished the season as the team leader in kills (363) and kills per set (3.36) for the second straight season.
  • The 2025 Lenoir-Rhyne Volleyball Team finished with the second highest hitting % in school history at .235, just .05 away from the record held by the the 1998 squad.
  • Averie Dale finished with a .399 hitting %, which ties the program’s individual season record held by Michelle Baity in 1999.
  • The Bears produced their third straight season with 20 or more wins and set a new program record winning 13 matches at home. 
  • Nicole Barringer now holds an 87-35 record in four years as the Bears’ head coach. 
  • Barringer is the first coach in program history to lead the team to three consecutive NCAA Tournament appearances. 





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Volleyball’s Season Ends In Round Of 32 to No. 3 Wisconsin

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MADISON, WISC – Carolina volleyball falls to No. 3 Wisconsin Badgers (25-14, 25-21, 25-27) in the second round of the NCAA Tournament. 

The Tar Heels improved after each set, raising their hitting percentage from .146 to .317. Laynie Smith led the way offensively as she hit .400 with seven kills on only 15 attacks.

Carolina dropped the first set 25-14, but Bridget Malone was the bright spot as she came off the bench and hit above .444 with four kills.

The Tar Heels had a much better second set, putting together an impressive 7-2 run in the middle of the match that brought the score to 17-18. The Tar Heels continued to fight back against the top-ranked Badgers.

The Tar Heels battled back in the third set as the final set was tied 19 times and there were ten lead changes. 

Maddy May wrapped up her legendary Tar Heel career tonight. May played  in every single set (445) of every single match (118) over her four-year career. May currently sits third all-time in program history with 1622 digs. The senior closed out her time in Chapel Hill on a high note, as she was named Second Team All-ACC for the first time in her career.

 



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Arizona State volleyball advances to NCAA Tournament second round

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Dec. 5, 2025, 7:31 a.m. MT



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Purdue volleyball vs Baylor NCAA tournament final score, game result, next

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8:25 pm ET December 5, 2025

When is Purdue volleyball’s next game? Purdue volleyball next game in Sweet 16. Who does Purdue volleyball play next?

Aaron Ferguson

Barring an upset, the Boilers are headed to Pittsburgh, the No. 1 seed in their quadrant. Times for next weekend are to be determined, and Purdue will know its opponent late Saturday night. Florida punched its ticket with a sweep of No. 7-seed Rice in an upset, and the Gators will play either No. 2 SMU or Central Arkansas.

It may set up a potential rematch with SMU, which Purdue beat 3-1 on a neutral court.



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Live updates, how to watch

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The Longhorns celebrate after winning the game against Florida A&M during the first round of the NCAA Tournament at Gregory Gymnasium in Austin, Friday, Dec. 5, 2025.

The Longhorns celebrate after winning the game against Florida A&M during the first round of the NCAA Tournament at Gregory Gymnasium in Austin, Friday, Dec. 5, 2025.

Mikala Compton/Austin American-Statesman

Texas volleyball, with its first No. 1 seed in three years, began what coach Jerritt Elliott hopes is a three-week journey through the NCAA Tournament Friday with a resounding sweep over Florida A&M Friday at Gregory Gymnasium.

But the competition will significantly stiffen Saturday when the Longhorns (23-3) face defending national champion Penn State in a second-round meeting. The eighth-seeded Nittany Lions (19-12), which beat South Florida 3-1 in the first game Friday at Gregory Gymnasium, have endured a rocky season that included the September departure of All-American setter Izzy Starck because of mental heath concerns.

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But Penn State still has a championship pedigree that includes eight national titles, and the team still has an All-American attacker in 6-foot-6 Kennedy Martin.

“It’s one of the storied programs we have,” said Texas coach Jerritt Elliott, who’s led the Longhorns to three of their five national titles. “Obviously, two tradition-rich programs in the sport, and that makes it great for TV and great for our fans. We’re excited to be part of it.”

Based on how they played against overmatched Florida A&M (14-17), the Longhorns look primed for the challenge. Rattlers coach Gokhan Yilmaz said a Texas defense powered by a record-setting performance by Emma Halter proved more impressive than the array of Longhorn hitters led by Torrey Stafford (13 kills).

 “I think their defensive effort was great,” he said. “In a match where everybody knows it would be a lopsided, they didn’t just hang around. They were going after every ball. That’s really impressive to see.”

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Halter led that defense with 25 digs, which set a school record for most digs in a 3-set match. 

“Honestly, it felt really good from earlier today in warm-ups,” Halter said. “I was just like, ‘I’m kind of feeling it today.’ It’s tournament time. It’s live or die, and so I’m trying to get every ball.”

Read below for a replay and highlights from the Texas Longhorns’ win over the Florida A&M Rattlers in a NCAA Tournament first-round match. 

MORE: After long journey to Austin, Texas’ Torrey Stafford leads Longhorns into NCAA volleyball tournament

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Torrey Stafford ended with 13 kills, and the Longhorns got contributions from across the lineup in an easy first-round sweep. Up next? Defending champion Penn State.

Stat leaders for Texas: Torrey Stafford with 13 kills, Ella Swindle with 20 assists, Emma Halter with 23 digs and Ayden Ames with seven total blocks. Texas leads 2-0.

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FAMU has more hitting errors than kills in this match as Texas continues to work through its bench and eye the champs in a second-round match Saturday. Whitney Lauenstein, one known as “Big Hit Whit” during her time at Nebraska, has four kills on five swings and three blocks off the bench. Texas leads 2-0.

Too much size, too much talent from Texas, which takes a 2-0 lead. Penn State is in the cheap seats watching, but I’m not sure what the Nittany Lions can glean from this match. Texas leads 2-0.

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Whitney Lauenstein has been getting some run late in the season for Texas, and she fires a pretty ball. Her first kill of the match leads to another Rattler timeout. Texas leads 1-0.

A service ace from Torrey Stafford caps a quick 3-0 spurt by Texas, and FAMU takes a time out. Texas leads 1-0.

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No drama in set one. Torrey Stafford paces Texas with five kills, Ayden Ames has three kills and three blocks, and Emma Halter tallied a whopping 10 digs.

Ayden Ames is having her way at the net for Texas with three kills on three swings and three blocks, but it’s the diving saves from Emma Halter and Rella Binney that really get the crowd going.

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That last post may have jinxed FAMU. Texas keeps swinging away, Abby Vander Wal comes off the bench for three quick kills, and Texas is on a 6-0 run.

FAMU is hanging in there early. The Rattler are making Texas work for its kills, and that’s all you can do as a big underdog.

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Ayden Ames starts it off with a spike for Texas. NCAA Tournament first round. Winner faces Penn State tomorrow.

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Penn State, the defending national champion, shook off a first-set loss and beat South Florida 3-1 and will face either Texas or Florida A&M Saturday at 6:30 p.m. in a second-round matchup. The Nittany Lions (19-12) have endured a rocky season that included the in-season departure of All-American setter Izzy Starck because of mental heath concerns, but they flashed their firepower against South Florida. Texas and Florida A&M will start at 7:08 p.m.  

The matchup between Texas and Florida A&M will likely start after its scheduled time of 7 p.m., based on the current battle between Penn State and South Florida. The Longhorns and Rattlers need their allotted warm-up time, so their match will start approximately 30 minutes after the conclusion of Friday’s first match at Gregory Gymnasium. Penn State just took a 2-1 lead after winning the third set.

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