Jonathan Licht, Sky Sports’ chief sports officer for the UK and Ireland, has urged Big Tech to do more to address ongoing piracy issues that are damaging the value of live sports rights, as the pay-TV broadcaster enters the new rights cycle for English soccer’s top-tier Premier League.

Speaking at a Sky Sports Premier League launch event yesterday, Licht said the 3pm broadcast lockout for the UK had been a “point for piracy gains” in the market and risked devaluing the league’s rights as it had done for France’s Ligue 1.

He said: “I think it’s been fair to say that the [broadcast lockout of] 3pm games has been a point for piracy gains coming into this market from various places.

“Piracy is a very serious issue and a growing issue that has become significant. There’s a real concern that, despite the illegality and the links to organized crime, it’s being normalized in a way, and I think that is dangerous for the industry.

“It’s dangerous for rightsholders – we’ve seen the problems in France and the value there, and a lot of that’s been put down to broadcasters or new entrants saying they can’t get the right side of that [piracy]. That has been very value destructive.”

The comments follow the public collapse of France’s top-tier Ligue 1 rights deal between international sports broadcaster DAZN and the league’s governing body, the LFP, which was partially due to piracy in the country.

DAZN, which covered eight fixtures per gameweek through a €325 million (£280 million) deal, accused the LFP of inaction over piracy, claiming that it had devalued its rights and led to the broadcaster withholding rights fees on several occasions.

An LFP-backed report late last year seemed to back up DAZN’s concerns, as it was found that 37% of those who had watched Ligue 1 action during the first few months of 2024-25 had done so illegally.

The rights agreement between DAZN and LFP was eventually scrapped, despite several rounds of mediation, with LFP recently launching a direct-to-consumer (DTC) broadcast channel – named Ligue 1 Plus – ahead of the 2025-26 season.

Ligue 1 Plus is being distributed to telecom and TV heavyweights Bouygues Telecom, Free, Orange, and SFR, as well as the DAZN OTT streaming service.

Elaborating on the effect of piracy in the UK market and specifically its Premier League rights, Licht said tech companies and other stakeholders in the industry would need to “get on the rights side” of the issue to avoid situations like the one in France.

He said: “Sky Sports and all the people in this industry need to do what we can to tackle piracy – whether that’s lobbying Big Tech and the conversations we are having there, or engaging the government.

“I think it’s fair to say that we are starting to see a level of engagement from Big Tech, and we think there should be more.

“They should understand the responsibilities if they want to be part of the future of rights and sports relationships. So, they really need to step up into that space.”

Litch’s comments come as Sky Sports prepares to enter the first year of a new Premier League rights cycle.

In 2023, it was announced that the Premier League would continue to be shown domestically by pay-TV rivals Sky and TNT Sports after the duo secured four-year rights deals, running from 2025-26 to 2028-29, worth £6.4 billion ($8.45 billion) at the time.

The EPL made several changes to what was on offer to broadcasters, including the cycle increasing from the traditional three seasons to four, and an increase in the number of live matches per season available, from 200 to 270.

Sky has secured the maximum four of the five packages on offer and will air a minimum of 215 live matches per campaign, including Saturday 5.30pm kick-offs, Sunday 2pm and 4.30pm games, evening fixtures on Mondays and Fridays, and three midweek rounds, as well as all 10 fixtures from the final day of the season.

TNT, meanwhile, will broadcast a minimum of 52 matches per season, including all Saturday 12.30pm kick-offs and two midweek match rounds. Public broadcaster the BBC will continue to air its Match of the Day show after snapping up a weekly highlights package, meanwhile.

At the time, Conrad Wiacek, head of analysis and consulting at Sportcal (GlobalData Sport), said of the deal: “On the surface, the deal is a success and an increase for the league on its previous deal, guaranteeing $8.45 billion in revenue over the next four years.

“However, in real terms, the deal is a loss for the Premier League. More games are available in the packages, and the term is over four years as opposed to the three-year cycles it has previously operated in, meaning simply a lower cost per game, which is great for consumers but less so for the Premier League.”

Sky’s coverage starts later this week (August 15) with Liverpool versus Brighton and includes innovations, including Multiview, which will allow subscribers to watch up to four live matches concurrently, and the new Extra Time post-gameday show on Sundays hosted by Liverpool legend Jamie Carragher.

Multiview echoes the NFL’s “Red Zone” coverage, which bounces to where the action is among the games, and is part of Sky’s expanded offering aimed at adapting to the rapidly changing media environment.

As part of its offering, the broadcaster announced it will launch a new fan-driven initiative, Fanalysis, that will see fans chosen from each club to provide player ratings, manager verdicts, and perspectives across the Sky Sports app.

Asked if the broadcaster’s new fan engagement initiatives meant a pivot towards capturing new and younger subscribers over retaining current subscribers, Licht said both were equally important to the company as it looks towards the future.

He said: “A big part of going from 128 to 215 (Premier League games per season) is that we know we are creating more value for existing customers, but we also know we’re giving an opportunity for customers to reappraise Sky and Sky Sports and the value that it can bring.

“I think particularly, we see growth coming from the Now TV platform and the relationship you can have with sports fans.

“Growth is a really big part of our focus, particularly at this time of the year when we’re talking about new investments that we made. But we don’t take any of our customers for granted, and we’re making sure that we’re giving them more value.

“We know that there’s an opportunity for us to grow as well, because we’re giving people that reason to think about Sky Sports again.”

Gary Hughes, Sky Sports’ director of football, added: “With social and digital, we’re talking to potential customers, non-customers, and on Sky Sports News, there’s a lower price point to access.

“So, part of our role is showcasing the brilliant talent, brilliant action, and the opportunity to watch. There have been changes in Sky Sports and digital throughout the summer, and the reason why we’ve set ourselves up is to do just that.”

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As America’s favorite pastime hits the diamond, mobile sportsbooks are making it easier than ever for fans to get involved. The crack of the bat now comes with the convenience of a tap on your phone.

Mobile sports betting is really transforming how fans engage with baseball across the country. The Major League Baseball (MLB) season brings daily opportunities for excitement and with sportsbooks going mobile, placing wagers has never been more accessible or enjoyable.

Mobile First Tech

Online sports betting has been shaped by convenience, speed and seamless experiences. MLB enthusiasts no longer have to go to a retail sportsbook or sign on to a desktop to place their bets. Modern-day smartphones bring everything from real-time data to in-game bets to your pocket. That’s good news Missouri bettors will appreciate BetMGM Missouri, not least given forthcoming state legalization. 

Sites like Sports Betting Dime have really perfected wagering app configurations in readiness for this promotional launch, offering bettors a trustworthy roadmap to navigate it all. Baseball is very much suited to interaction on a mobile device. While waiting between pitches and between innings, users can process data, place intelligent bets and enjoy the adrenaline of betting without missing a beat of action. Everyone wins, pros and rookies alike.

Wearable Technology

Wearable technology is all the rage for fans interested in keeping up. This is a new level of fan interaction. Smartwatches and wrist-based fitness monitors can now sync to cellular wagering programs. This gives users real-time alerts, haptic alerts and even voice-command wagering initiations while live games play out.

While still in early stages, several operators are testing features that let bettors place quick wagers through their smartwatch without unlocking a phone. This hands-free interaction keeps users engaged even when they’re on the move, whether walking to the concession stand or taking public transport.

Wearables add a further element of personalization too. With biometric feedback such as heart rate, future apps can recommend betting forms based on excitement levels or monitor users’ responses to different plays. This blending of personal data and betting technology is an intriguing area of future development for mobile sportsbooks.

Tailored for the Baseball Crowd

More than action-packed games, baseball has more native pauses to its rhythm, which makes it perfectly compatible with in-game betting from a mobile device. It has been matched by operators with clean, MLB-centric interfaces. Expect in-app notifications, real-time player props and by-inning options. The baseball season runs a long time. Mobile apps remain updated by releasing content daily. There’s always fresh content available, including matchups, stats, and betting opportunities, keeping even die-hard fans returning daily.

Notifications keep you informed. Need to know when a game starts? When might it be delayed by rain? Your phone notifies you. These timely alerts let you adjust strategy pronto. Apps are cross-compatible too. iPhone, Android, or tablet, your account travels with you. The experience remains the same. There’s no downtime, and you don’t have to relearn the interface when you move to a different device. That sort of flexibility keeps fans engaged no matter where they are. Easy to do. But effective. It ensures betting remains nestled in daily MLB fan habits, right alongside looking up scores or reading recaps.

Designed With Simplicity in Mind

User-friendliness is modern sportsbooks’ top priority. Shiny graphics. Quick loading. Simple navigation enables beginners to get going quickly. Most of the apps feature really easy step-by-step instructions, live support access and tutorial tools to help users make wise decisions. Most websites also have exclusive offers to new users, which often include initial bonuses or specific deals based on big sporting events. 

Payment processing has also become easier. With bank transfer, Apple Pay and PayPal integrations, adding or withdrawing money is as seamless as ordering food or calling a ride. Two-factor authentication and encryption keep users’ data secure and further establish trust.

Keeping Up with the Season

Baseball’s long season and packed schedule mean mobile apps must stay sharp. Top operators update their platforms daily with the latest matchups, stats and betting lines. This ensures fans always have the most relevant information at their fingertips and cell notifications let users know when lineups start. When it’s going to rain or when big moments happen, all of these can have an impact on bets placed. 

Sportsbooks update content to keep it fresh throughout grueling MLB schedules and cross-platform support also comes into play. Whether you’re working from an iOS, Android, or tablet device, your preferences and account accompany you. That consistency translates to a seamless experience regardless of where or how you decide to participate.

Sports Fan Culture

It’s changing how fans wager and consume sports overall. The MLB season, once enjoyed in purely win-loss terms, now has a strategic, interactive component that appeals to a newer kind of fan. Platforms tend to integrate links to social networks, where fans share picks, revel in wins, or game-plan. That creates more of a communal experience around betting. This means the interaction isn’t just transactional but emotional and cultural.

The MLB season symbolizes tradition. It’s about excitement and camaraderie and with sports betting accessed through mobile devices, followers can invest much more personally in the game. From live play to in-play bets, it’s available at the touch of a finger. Technology advances. So does the fan experience. With great sports betting platforms, like Sports Betting Dime showing the way, the future of the baseball entertainment experience is bright.

• Tech Week Singapore returns this October with Guest of Honour, Mr Tan Kiat How, Senior Minister of State for Digital Development and Information
• Registration is now open for Asia’s most transformative tech event, bringing together government officials and senior executives from Google, Microsoft, Oracle, Coca-Cola, AI Singapore and more
• DMEXCO Asia makes its Asia debut, bringing together leading decision makers in the region from the digital marketing and advertising world

SINGAPORE, Aug. 13, 2025 /PRNewswire/ — CloserStill Media, a global producer of market-leading events, has announced the return of Tech Week Singapore 2025, taking place at Sands Expo & Convention Centre on 8–9 October 2025. This year’s edition, themed “Connected Futures, Boundless Impact”, will welcome Mr Tan Kiat How, Senior Minister of State for Digital Development and Information, as the Guest of Honour (GOH).

Building on its reputation as Asia’s most transformative tech event, Tech Week Singapore’s 2024 edition recently clinched Best International Show – Asia-Pacific at the AEO Excellence Awards 2025 and Large Trade Show of the Year at the Singapore MICE Awards 2025. The 2025 event will continue to highlight groundbreaking innovations in artificial intelligence (AI) and digital transformation that are reshaping the future of Asia’s business and society, connecting the region’s government officials and industry decision makers to drive meaningful collaboration across industries.

With AI set to innovate and shape industries, Tech Week Singapore 2025 aims to spotlight the boundless potential of Asia’s digital economy. This year’s headliners include senior executives from AI Singapore, The World Bank Group, Google, OpenAI and more, as well as representatives from the governments of Japan and Canada.

In addition to the return of its flagship co-located shows, including Cloud & AI Infrastructure, DevOps Live, Cyber Security World, Data Centre World, Big Data & AI World and eCommerce Expo Asia, Tech Week Singapore 2025 marks the debut of DMEXCO Asia, bringing DMEXCO – Europe’s leading digital marketing and tech event to Asia. Launched in partnership with Koelnmesse and BVDW, the co-branded eCommerce Expo | DMEXCO Asia event cements Singapore’s position as a dynamic hub for digital business and marketing innovation.

This year’s edition will host over 600 regional and international speakers with special conference theatres to drive conversations between industry professionals. Senior IT leaders are expected to be present, providing attendees with high-impact networking opportunities.

Technology professionals and business leaders are encouraged to register and receive complimentary access to all six co-located shows, contributing to the insightful sessions and dialogues that will steer the future of Asia’s digital future.

The Main Stage line-up includes:

• Michael Conley, CIO & Executive VP, Cleveland Cavaliers, who will speak on Sports Technology
• Sam Cannicott, Director, AI Opportunities, DSIT, UK Government, who will speak on the UK’s government’s AI Action Plan
• Amy Jean Doherty, CIO and VP Information and Technology Solutions, The World Bank Group, who will speak on Navigating the AI-Driven Transformation and Its Challenges
• Laurence Liew, AI Innovation Director, AI Singapore, who will speak on Leveraging AI and Ecosystem Synergy for Sustainable Growth
• Alvaro Garrido, COO, Technology and Operations & CIO, Information Security and Data Standard Chartered, who will participate in a fireside chat on Mastering Cyber Complexity in the Age of Emerging Tech
• Jean-Paul Lalonde, Chief Information and Data Officer, Impact Assessment Agency, Government of Canada, who will speak on Human-centred AI Adoption
• Chikako Masuda, Head of Intelligence Research of Digital Agency, Government of Japan; Head of Principal Researcher of Institute for Administrative Information Systems, who will speak on the Japanese Government’s Organisational Transformation through Community Management and Collaboration
• Dr Ott Velsberg, Government Chief Data Officer, Estonia who will share how Estonia pioneered e-Government and built a trusted, citizen-centric digital society

In addition to the Tech Week Singapore main stage, each of the six co-located shows will also feature its own keynotes and theatres. 

The Headline Speaker line-up across the six shows includes:

• Vikram Bahl, Principal Architect, AI Infra & HPC, Google Cloud, who will present a session titled on AI Infrastructure: Must-Do’s You Can’t Afford to Miss
• Varun Srivastava, Head of Cyber Security Operations APAC, UBS, who will speak on Creating Trustworthy and Resilient Cybersecurity Strategies in the Age of AI
• Dr. Lorraine Salazar, Senior Knowledge Expert, McKinsey & Company, who will speak on Data, Diversity, and Power: Women Shaping Infrastructure in Asia-Pacific
• Edmas Neo, VP, Group Transformation Office, Mandai Wildlife Group, who will speak on Driving Operational Excellence and Guest Experience through AI and Open Innovation
• Adam Au, General Counsel, Toys”R”Us Asia, who will speak on Securing Data in a Borderless World: Legal Strategies to Protect Your Business and Customers
• Julien Dahmoun, Head of Digital Marketing, StarHub, who will speak on Cross-Channel Synergy: Creating a Seamless Customer Journey

Attendees can participate in activities across all Tech Week Singapore 2025 shows, including workshops by Google Cloud at Big Data & AI World, lectures by ISACA and collecting CPD points at Cyber Security World. Participants can also look forward to Asia’s leading data show– Data Centre World – the world’s largest data centre event that returns bigger and better this year with a 75% increase in space and an expanded line-up of exhibitors. Key highlights from all the co-located events include:

Cloud & AI Infrastructure Asia

• Network with key industry leaders in cloud and AI infrastructure to explore emerging trends and shape the future of enterprise technology.
• Hear from key speakers in leading industries such as Google Cloud and Oracle

DevOps Live

• Learn more about the dynamic DevOps landscape from DevOps & Cloud-native innovators, specialists and decision makers.
• Gain insights from DevOps leaders at Microsoft, Morgan Stanley and AIA Singapore at the DevOps & Platform Engineering Theatre.

Cyber Security World Asia

• Join industry leaders as they discuss emerging cybersecurity trends, strategic digital protection and the technologies shaping the future of Asia Pacific.
• Hear about cybersecurity and AI from organisations such as Visa Worldwide, Shopee and Changi Airport Group

Data Centre World Asia

• Engage with the full data centre ecosystem at Data Centre World Asia, where four dynamic theatres will spotlight the industry’s most critical developments, bringing together thought leaders, innovators and decision-makers from across Asia.
• The Live Data Centre will also feature guided tours and expert demonstrations, giving attendees a rare look into real-time operations and the latest infrastructure innovations.

Big Data & AI World Asia

• Real-world case studies from industry experts will shed light on practical applications, challenges and successes in leveraging AI technologies to drive business impact.
• Learn from key speakers representing diverse sectors, including UOB, Mandai Wildlife Group and GovTech Singapore.

eCommerce Expo Asia

• DMEXCO Asia will gather the most influential voices that are driving digital marketing and marketing innovation across APAC.
• Explore the latest strategies in e-commerce, with insights from leading online retailers and solution providers evolving digital trade in Asia.
• Hear from key speakers from organisations such as Toys”R”Us Asia and Starhub

CloserStill Media’s Managing Director for Asia Pacific, Andy Kiwanuka, said: “Tech Week Singapore continues to serve as a platform to catalyse collaboration across industries, bringing together technology, business, and public sector leaders to accelerate digital growth. With an expanded lineup of industry stakeholders coming on board, we have expanded the conversation to include AI and technology’s role in sectors such as digital marketing and eCommerce, creating even more opportunities for connection and impact.”

Registration is now open. For all technology professionals, secure your complimentary pass at:  https://bit.ly/Registration_MediaAlert

PR Newswire is the official news distribution partner of the Tech Week Singapore 2025.

About CloserStill Media

CloserStill Media specialises in producing high-value, content-driven events that foster professional communities across Business Technologies, Healthcare, and Future Transport and Infrastructure sectors. CloserStill Media’s portfolio includes the acclaimed Tech Week Singapore, featuring popular events such as Cloud & AI Infrastructure and Data Centre World Asia.

Headquartered in London with 10 global offices, CloserStill Media operates with a robust team of 800 professionals across Singapore, the U.K., USA, Germany, and Spain. The company is recognised for its industry leadership, having won more exhibition awards than any other including accolades such as Best Exhibition, Best Event Launch, and Best Brand Expansion. For more information, visit www.closerstillmedia.com.

SOURCE CloserStill Media

VOW, a New York–based AI-powered operating system for the live experience economy, has closed the first tranche of its Seed round. 

Investors 

The round was led by KB Partners, with participation from Capitalize VC, Jim Kaplan of Chasella Capital & Two Kap Ventures, Elizabeth Brooks as lead for Better Angels Ventures, and Alumni Ventures Sports Fund. Prior pre-seed investors include Techstars Sports, Everywhere Ventures / The Fund XX, Chloe Capital, and Blue Falcon. 

KB Partners is an early-stage venture capital firm specializing in SportsTech investments. Based in the Chicago area, the firm provides first institutional capital to startups leveraging technology to transform the sports industry. 

VOW Use of Funds 

The company will use the funds to accelerate its mission to unify event planning, operations, and guest experience into a single AI-driven platform, while expanding its client base across the entertainment, corporate, and sports sectors. 

About VOW 

Founded by Jennifer Brisman, VOW is an all-in-one, AI-supported operating system that unifies event and guest management, ticketing, and communications for premium live experiences. The platform integrates guest lists, RSVPs, communications, real-time collaboration, automated workflows, and high-touch assistance. Headquartered in New York, NY, VOW’s clients include NBC’s Saturday Night Live, PFL-MMA, and the GLAAD Media Awards. 

Funding Details 

Company: VOW 

Raised: Undisclosed 

Round: Seed 

Funding Date: August 2025 

Lead Investor: KB Partners 

Additional Investors: Capitalize VC, Jim Kaplan, Elizabeth Brooks, Alumni Ventures Sports Fund 

Company Website: https://www.vow.app/  

Software Category: AI-powered event and guest management OS / Live Experience SaaS 

Source: https://www.prnewswire.com/news-releases/vow-closes-seed-round-led-by-kb-partners-to-revolutionize-live-events-and-premium-experiences-with-ai-302523891.html 

A Strategic Leap in Sports Tech

Garmin Ltd., the Swiss-based technology giant known for its GPS devices and wearables, has made a bold move into the heart of competitive sports by acquiring Mylaps, a Dutch leader in race timing and performance analysis. Announced on July 29, 2025, this acquisition integrates Mylaps’ sophisticated timing systems—used in everything from marathons to motorsports—into Garmin’s ecosystem of fitness trackers and smartwatches. For industry insiders, this isn’t just a merger; it’s a potential game-changer in how athletes track and analyze performance data in real time.

Mylaps, founded in 1982, pioneered automated sports timing with transponder-based systems that deliver split-second accuracy. Garmin’s purchase, whose financial terms remain undisclosed, brings over 200 employees and a global footprint spanning North America, Europe, Asia, and Australia into the fold. As reported in a PR Newswire release, the deal aims to enhance the “ultimate sports experience” for millions of athletes and spectators.

Enhancing Accuracy and Integration

The immediate impact on race timing technology could be profound. Athletes using Garmin devices like the Forerunner series or Edge cycling computers may soon see seamless integration with Mylaps’ live tracking and performance tools. Imagine a runner’s watch automatically syncing with race bib transponders to provide instant split times, eliminating the discrepancies between personal GPS data and official results that have long plagued events.

This synchronization addresses a key pain point: GPS inaccuracies due to urban canyons or tree cover, which can skew personal records by seconds or even minutes. According to insights from Lifehacker, the acquisition promises “perfectly synchronized race data,” allowing athletes to reconcile their wearable metrics with official timings effortlessly. For event organizers, this means more reliable data streams, potentially reducing disputes and enhancing spectator engagement through real-time apps.

Broader Implications for Fitness and Pro Sports

Looking deeper, Garmin’s fitness division, which reported a 41% revenue jump to $605 million in Q2 2025, stands to benefit immensely. The acquisition aligns with surging demand for advanced analytics in running, cycling, and triathlons. Publications like Bicycle Retailer and Industry News highlight how Mylaps’ tools could boost Garmin’s offerings in motorsports, where precise lap times are critical.

Industry experts speculate on future innovations, such as AI-driven performance insights that combine Garmin’s heart rate data with Mylaps’ timing precision. This could extend to virtual racing platforms, where remote athletes compete with verified metrics. However, challenges remain, including data privacy concerns and the need for backward compatibility with existing Mylaps systems used by major events like the Boston Marathon.

Market Dynamics and Competitive Edge

Garmin’s stock (NYSE: GRMN) saw a modest uptick following the announcement, reflecting investor confidence in its expansion strategy. As detailed in Investing.com, this move bolsters Garmin’s portfolio amid 18.1% revenue growth over the past year, positioning it against rivals like Apple and Fitbit in the wearable tech space.

For pro sports, the acquisition could standardize timing across disciplines, fostering global consistency. Sites like Triathlon Today note its relevance to multisport events, where integrated tracking could revolutionize training regimens. Ultimately, this deal underscores Garmin’s ambition to dominate not just personal fitness but the entire spectrum of competitive athletics, promising a future where technology bridges the gap between effort and achievement.

New Balance’s chief marketing officer Chris Davis (left)
Imaage: Cooper Flagg

New Balance was successful, officially announcing Flagg as an ambassador in August, yet such a rigorous chase for superstar talent was a bit out of character for the 119-year-old brand. In fact, the company once ran a campaign with the tagline ‘Endorsed By No One’ during the 1990s. “They prided themselves that athletes were choosing to wear their products because it was a good or great product, not because they were getting paid,” notes BCE Consulting’s Matt Powell, who previously spent more than 20 years as a sports retail analyst.

Now, as the sneaker landscape has changed, so has that mentality. In a bid to redefine its place in the sports hierarchy and reach the next generation of consumers, New Balance has spent the past 15 years reshaping its marketing strategy, and athlete ambassadors have played a core role. The brand now boasts a formidable roster of sports stars, with two-time Grand Slam champion Coco Gauff in tennis, three-time MVP Shohei Ohtani in baseball, NBA stars Kawhi Leonard, Jamal Murray and Tyrese Maxey and women’s basketball standout Cameron Brink.

In doing so, New Balance has created a new identity for itself beyond the ‘Dad Shoe’, a historically popular product that Saturday Night Live once parodied with the tagline, “Shoes made for running, but worn by chubby white guys in their late 30s to early 40s.” That evolution has also fuelled growth for New Balance’s topline, which last year more than quadrupled from the $1.8 billion it posted in 2010.

With athletes like three-time MVP Shohei Ohtani (top) on its roster, New Balance has demonstrated its prowess at signing champions.
Image: David J. Griffin/Icon Sportswire/Getty Images

More recently, from 2022 to 2024, the brand grew global revenue 27 percent collectively across its baseball, basketball, football and tennis categories. That rise coincides with Gauff winning her first major at the US Open, signing Ohtani (who won a World Series last year), Brink and Maxey, and Murray winning the NBA title with the Denver Nuggets in 2023. The growth also plays a larger role in driving consumers to the brand’s lifestyle sneakers and apparel, an area where the industry makes the bulk of its money. Overall, Forbes estimates New Balance’s sports footwear segment, which includes performance, lifestyle and outdoor offerings, grew 50 percent to $6.6 billion from $4.4 billion worldwide during that period.

“We knew that we could be so much more than we were, and we knew that the story, the values and the potential of our brand was under-realised,” says Davis, the son of New Balance’s billionaire chairman Jim Davis. “And partnerships in athletics, entertainment, streetwear and luxury fashion have all played a significant role in communicating our brand ambition to new consumers.”

Also read: Why Adidas is betting big on Indian cricket

Despite its cheeky ad campaign in the 1990s, it’s not as if New Balance had never worked with athletes before. In the early 1980s, the brand added NBA journeyman ML Carr as its first basketball ambassador and, a few years later, signed future Hall of Famer James Worthy to the first-ever million-dollar shoe deal in the sport’s history. But by 2010, the New Balance roster had scaled back to runners and, as a “beta test to get into team sports”, Davis says, New Balance reinvented its baseball division with the addition of Boston Red Sox star Dustin Pedroia.

Five years later, the brand set its sights on a demographic of 400 million consumers between the ages of 13 and 34 who were interested in the intersection of sports and culture. To reach them, New Balance flipped its media buying strategy—going from spending 70 percent of its marketing dollars on transaction-based tactics, such as Google AdWords and paid social posts, to allocating that same percentage toward showcasing its star athletes, as in its recent ‘We Got Now’ campaign, and collaborating with entertainers, influencers and luxury fashion brands.

Still, shedding years of public perception is a daunting task for a sports apparel company and New Balance remains a relatively small player in a massive industry. Research firm Euromonitor estimates the retail sports footwear market in the US was worth $50 billion in 2024, with Nike claiming nearly a third of the share. (Comparatively, New Balance controlled 5.6 percent last year.) And, with “the vast majority of the best athletes in the world” going to its two largest competitors, Davis explains, New Balance has adopted a highly selective approach in who it targets as an ambassador. In many cases, that’s led the brand to skew young, like in 2018, when it signed up Gauff at just 14 years old.

“It just felt right,” Gauff told Forbes in an email, a few weeks after winning her second major at Roland Garros. “They took a chance on me before anyone else, so I’m so grateful for our seven-year relationship and how much we’ve grown together since then. They’ve always supported my values, voice and vision.”

That same year, New Balance also made a loud return to basketball. First, it signed NBA prospect Darius Bazley to his infamous “$1 million internship” as he passed up college and the G-League to train for the NBA Draft. A month later, New Balance landed superstar Kawhi Leonard, a deal Davis remembers vividly because he was finalising the details of the contract while awaiting the birth of his first daughter.

“They took a chance on me before anyone else,” Coco Gauff tells Forbes of her New Balance relationship
Image: Tennis Photo Network/New Balance

Considering that Leonard reportedly turned down a four-year, $22 million deal to remain with Nike’s Jordan Brand, speculation ensued that New Balance had exceeded that mark with its own offer. It’s common, of course, for top NBA stars to earn well over seven figures annually from their sneaker deals. Yet BCE’s Powell questions whether these endorsements produce a valid return on investment, given the market for performance basketball sneakers is “not that big anymore”, and “there will never be another [Michael] Jordan in terms of merchandise sales ever”.

Davis, whom Forbes recently named the No 2 most influential chief marketing officer in the world, sees the opportunities more holistically.“We don’t only judge the effectiveness of our entry into basketball by how many basketball shoes we sell,” he says. “We judge our effectiveness by connecting with basketball culture and basketball consumers across all categories within our organisation. So if basketball consumers are buying more lifestyle product and more apparel, that’s a win. If they’re buying more running product, that’s a win.”

Whether it’s measured in direct sales or in cultural appeal, New Balance still needs its athletes to keep performing at a high level to remain relevant. With Gauff, Ohtani, Murray, Brink and Leonard, the brand has already demonstrated its prowess at signing champions. And if Flagg lives up to his hype in the NBA, presumably there will soon be hardware in his future.

In the meantime, New Balance has its sights on crossing $10 billion in annual revenue, a goal it expects to reach in the next few years. And while its athletes have become an essential piece of that future, the brand has no plans to abandon the product that fuelled its growth for so many years.

“The ‘Dad Shoe’ is what got us here to be able to play in the realm of Cooper, Kawhi, Cameron, Ohtani and Coco,” New Balance’s Lokesh says. “I would never say we’d want to erase it or make it disappear. We can be many things to many people.”