Technology

Trillions in Great Deals Secured for America Thanks to President Trump – The White House

President Donald J. Trump’s first official trip was a huge success, locking in over $2 trillion in great deals—including a $600 billion investment commitment from Saudi Arabia, a $1.2 trillion economic exchange agreement with Qatar, $243.5 billion in U.S.-Qatar commercial and defense deals, and $200 billion in U.S.-United Arab Emirates commercial deals. President Trump’s historic […]

Published

5 hours ago

May 16, 2025

Your Sports Nation

President Trump’s historic collaboration with these Middle Eastern nations not only strengthens America’s economy but also fosters greater safety and stability in the region, paving the way for a more prosperous and secure future.

The companies securing these landmark deals are grateful for the Trump Administration’s leadership and the economic climate President Trump has fostered to make these agreements possible:

U.S.-Saudi Arabia Deals

Alphabet and Google President and Chief Investment Officer Ruth Porat: “We acknowledge and are grateful for the engagement and policies of the Trump Administration and the Kingdom of Saudi Arabia, who are enabling strong execution to accelerate AI innovation in both countries. We are proud of the partnership with PIF for a global AI hub that will deliver innovation, economic growth and societal benefits not only to Saudi Arabia, but also to American and global companies doing business in the region. Together, we will create highly-skilled jobs and deliver AI training programs to open new, rewarding career pathways.”

Amazon CEO Andy Jassy: “We appreciate President Trump and Crown Prince Mohammed bin Salman convening business leaders in Saudi Arabia to strengthen economic ties and drive innovation between our two countries. Amazon is excited to partner with HUMAIN, Saudi Arabia’s newly created AI innovation company, to collectively invest more than $5 billion to build a groundbreaking ‘AI Zone’ there, which will bring multiple innovative AWS AI capabilities to Saudi Arabia along with skills training for 100,000 citizens from the Kingdom.”

DataVolt CEO Rajit Nanda: “This partnership was made possible in large part due to the enabling technology and trade frameworks advanced during the Trump Administration—policies that championed high-tech exports, strengthened U.S.-Saudi strategic ties, which have empowered entrepreneurial collaboration in the digital era.”

Oracle CEO Safra Catz: “Thanks to the decisive actions and strong leadership of President Trump and his administration, Oracle is providing the world’s most advanced cloud and AI technology to Saudi Arabia. Our expanded partnership with the Kingdom will create new opportunities for its economy, deliver better health outcomes for its people, and fortify its alliance with the United States, which will create a ripple effect of peace and prosperity across the Middle East and around the world.”

GE Vernova CEO Scott Strazik: “As the world’s energy equipment manufacturer, GE Vernova is proud to deploy world class technology to help deepen the longstanding relationship between the United States and the Kingdom of Saudi Arabia, advance energy security, and strengthen the economic prosperity and competitiveness of both nations. We are thankful for the leadership of both governments for putting energy manufacturing, innovation, and technology front and center, setting the strongest possible precedent for the role of equipment to unlock more solutions globally. We are committed to continuing our work to grow capacity and jobs in the U.S. and beyond to meet these critical needs.”

Shamekh IV Solutions, LLC Chairman and Founder Stephen Shaya, M.D.: “We extend our profound gratitude to President Trump, Crown Prince Mohammed bin Salman Al Saud, the Administrations of the United States and the Kingdom of Saudi Arabia, and our future partner Alturki Holding for their unwavering support and shared vision in making this endeavor possible. The Trump Administration’s policies and engagements have shown leadership and laid the groundwork for international partnerships and investment opportunities. As we embark on this transformative journey, we are committed to generating employment, stimulating industrial growth, and contributing to the development of a robust pharmaceutical industry in the Kingdom of Saudi Arabia and the United States. Together with our esteemed partners, we are fortifying global competitiveness and positioning ourselves as leaders in the healthcare sector. This venture represents a monumental leap forward in our mission to deliver innovative healthcare solutions. By leveraging advanced technologies and fostering international collaborations, we aim to set new standards in biopharmaceutical manufacturing and research, ultimately improving patient outcomes worldwide.”

Saudi Excellence Co. Chairman Sheikh Abdullah Zaid Al-Meleihi on the Energy Investment Fund: “This vehicle represents more than capital—it is a bridge of trust and ambition between two great nations. We are proud to recognize the legacy of President Trump, which positioned the United States as a magnet for innovation and opportunity and elevated the conditions necessary for meaningful bilateral engagement.”

New Era Fund and New Vista Capital General Partners Adam Kaplan and Kirsten Bartok Touw, along with Saudi Excellence Co. Chairman Sheikh Abdullah Zaid Al-Meleihi: “We extend our gratitude to President Donald J. Trump and His Royal Highness Crown Prince Mohammed bin Salman Al Saud for their exceptional leadership and support in making this initiative possible. The launch of the New Era Fund reflects a shared vision of investing in industrial capability and innovation to build a stronger and more resilient future together.”

Palantir Co-Founder and CEO Alex Karp: “This historic visit builds on decades of strategic cooperation between the United States and Saudi Arabia. Palantir is proud to play a role in forging the next generation of that alliance by enhancing U.S.-Saudi cooperation on AI and defense.”

Lockheed Martin Chairman, President, and CEO Jim Taiclet: “At Lockheed Martin, we build the world’s best air defense systems, powerful radars, and most lethal fighter aircraft and we thank President Trump for including us in this groundbreaking defense partnership with the Kingdom of Saudi Arabia. We look forward to working with his administration to support a pathway to fifth generation air dominance capabilities while further strengthening the Kingdom’s defenses against air and missile threats.”

L3Harris Chair and CEO Christopher E. Kubasik: “L3Harris was proud to enter a defense-focused joint venture with Saudi Arabian Military Industries (SAMI) in 2019 under the first Trump administration, and today’s agreement represents another significant step forward in our collaboration in the Kingdom. We look forward to expanding our partnership in communications; datalinks; and intelligence, surveillance and reconnaissance capabilities to protect the joint security interests of the U.S. and Saudi Arabia.”

Jacobs Chair and CEO Bob Pragada: “Jacobs is honored to have participated in the Saudi–U.S. Investment Forum, held this week, which reinforces the strength of the commercial partnership between the United States and the Kingdom of Saudi Arabia. The signing of our Memorandum of Understanding with Saudi Power Procurement Company (SPPC) reflects Jacobs’ continued commitment to delivering sustainable infrastructure that supports Vision 2030 and contributes to long term prosperity and job creation in the Kingdom.”

Bechtel Chairman and CEO Brendan Bechtel: “Bechtel’s announcement to deliver three new terminals at King Salman International Airport marks a significant new chapter in our more than 80-year partnership with the Kingdom of Saudi Arabia. This project reflects our shared commitment to advancing world-class infrastructure that fuels long-term economic growth and underscores the enduring strength of U.S.-Saudi economic and development ties. We appreciate the leadership of President Trump and the vision of Crown Prince Mohammed bin Salman. We’re proud of the progress we’ve made together—including more than 300 projects across Saudi Arabia, such as the recently opened Riyadh Metro—and we’re energized by the opportunities ahead.”

Franklin Templeton CEO and President Jenny Johnson: “President Trump is visiting the Middle East to build on historic progress made in his first term to bring peace and stability to the region by brokering the Abraham accords. His focus on enhanced economic and military cooperation advances the interests of the US, our partners in the region, and all who rely on the benefits of a more stable region and safe passage of critical resources and services. The United States is home to the leading global asset managers. For over 75 years, Franklin Templeton has been one of the largest, most innovative, and truly global firms; having maintained a physical presence in the Gulf region more than 25 years, we are renowned for our pioneering approach to emerging market investments, as we were one of the first global asset managers to invest in the Saudi capital market and now we offer a suite of investment and research services from our Riyadh location, in addition to our leadership in global Sukuk and Sharia-compliant investing. Our USA-based teams manage many of our global portfolios in close collaboration with our local teams on the ground in Saudi Arabia and around the world. The Trump Administration’s policies, including those designed to open foreign markets to US-based global leaders like us – have already helped Franklin Templeton to export more of our world-class services. And the Administration’s bilateral approach to trade in both goods and services is a welcome, direct approach that allows for quick and meaningful successes like those we have announced this week with our Saudi partners.”

Edrevel Founder and CEO Anita Selwyn: “President Trump’s visit to Saudi Arabia and the announcement of more than $600 billion in U.S.–Saudi investment agreements mark a major step forward in global economic partnership. Edrevel thanks the U.S. Department of Commerce for bringing together innovative startups and enterprises to power the dialogue at the forum, and set the stage for long term investments in the U.S. and Saudi Arabia. The investments in both countries generate a surging demand for talent, requiring fast, scalable upskilling. AI-powered learning delivers speed, precision, and measurable ROI. Edrevel is proud to advance workforce development through strategic partnerships with the Saudi Entertainment Academy, Alfaisal Center for Research and Consultancy Studies, and Aosha Training and Consulting in Saudi Arabia. We look forward to expanding Edrevel’s role in building capacity, driving innovation, and unlocking opportunity across both nations.”

Mitchell Rubber Arabia Founder, Chairman, and CEO Stephen J. Lautenschlager: “President Trump’s visit to Saudi Arabia represents a historic affirmation of the enduring strength and strategic importance of the U.S.–Saudi relationship. Mitchell Rubber exemplifies the kind of industrial collaboration that advances Vision 2030 while delivering real economic value back to the United States—through expanded trade, advanced technology integration, and the growth of U.S.-based engineering and services exports. This partnership is made possible by forward-looking policies from both governments and the coordinated support of the Ministry of Investment, the Royal Commission for Yanbu, the U.S. Embassy, and the U.S.–Saudi Business Council—all of whom have played a vital role in enabling this cross-border investment and industrial localization initiative.”

I Squared Capital Chairman and Managing Partner Sadek Wahba: “Today’s forum represents the best of U.S.-Saudi cooperation—built on a long-standing partnership and poised for future growth. The MoU I Squared Capital signed with the Public Investment Fund highlights the vital role of private capital, particularly in infrastructure, and reflects what’s possible when two nations share a commitment to innovation, investment, and economic progress. We are especially grateful to the U.S. and Saudi leadership for their vision and collaboration in setting the stage for high-impact partnerships like ours. As part of our commitment to the Kingdom, I Squared Capital hopes to invest roughly $1 billion in Saudi Arabia over the coming years, supporting the ambitions of Vision 2030 and contributing to a more connected, sustainable, and prosperous future.”

Armada CEO Dan Wright: “We’re grateful for President Trump’s focus on American leadership in enhancing global economic prosperity and look forward to continuing to strengthen key international partnerships through collaboration, technology, and innovation. This visit marks a significant moment in the historic partnership between the United States and Saudi Arabia. Aligned with this milestone, we are proud to announce that Armada is partnering with Alturki Holding to bring real-world AI and edge infrastructure to the region and help advance Saudi Arabia’s Vision 2030. This $30 million investment will accelerate American and Saudi innovators, create highly-skilled jobs, and expand opportunities for collaboration between our nations.”

Qualcomm CEO Cristiano Amon: “This marks a pivotal time for the Kingdom of Saudi Arabia as it makes significant strides in becoming a global hub for digital and AI innovation. As a long-standing American innovator and semiconductor company, we are proud to work with HUMAIN, Aramco and ALAT to deploy our leading technologies in 5G, AI and next generation edge and cloud computing. The Saudi-US Investment Forum showcased the importance of collaboration between leading enterprises of two great nations, and we applaud President Trump and Saudi Arabia’s crown prince Mohammed bin Salman for their leadership.”

Doroni Aerospace CEO and Founder Doron Merdinger: “It was an honor to represent Doroni Aerospace at the U.S.–Saudi Investment Forum in Riyadh — a historic moment where American innovation met global collaboration. This partnership, to develop and manufacture the H1-X, next generation personal eVTOL, will directly support U.S. job creation, help alleviate traffic through advanced personal air mobility, and unlock new economic opportunities by reimagining how we move. This milestone would not have been possible without President Trump’s leadership, fostering a business environment that welcomes international investment and accelerates next-generation technologies.”

Parsons Corporation Chair, President, and Chief Executive Officer Carey Smith: “Parsons is proud to be a part of President Trump’s initiatives to strengthen strategic relations in Saudi Arabia. As a global infrastructure leader with a presence in the Kingdom spanning more than six decades, Parsons has leveraged our global experience to build trusted partnerships and deliver critical infrastructure, supported by over 3,000 employees across the country with 50 active projects in the Kingdom, including mega and giga projects. We are working on some of the Kingdom’s premiere projects including the world’s largest urban park; King Salman Park, NEOM’s THE LINE and Oxagon projects, Soudah Peaks and Riyadh Metro, the largest driverless metro system in the world. Our unwavering focus on the country’s future is underlined by a combination of a dedicated team of experts and our understanding of the local environment and vision, reinforcing our commitment to building this nation and supporting its transformation.”

Hill International Global CEO Raouf Ghali: “We extend our profound gratitude to President Trump, Crown Prince Mohammed bin Salman Al Saud, the Administrations of the United States and the Kingdom of Saudi Arabia, and our future partner National Water Company and Lucid Motor for their unwavering support and shared vision in making this endeavor possible. The Trump Administration’s policies and engagements have shown leadership and laid the groundwork for international partnerships and investment opportunities. As we embark on this transformative journey, we are committed to generating employment, stimulating industrial growth, and contributing to the development of a robust infrastructure industry in the Kingdom of Saudi Arabia and the United States. Together with our esteemed partners, we are fortifying global competitiveness and positioning ourselves as leaders in the infrastructure sector. This represents a monumental leap forward in our mission to deliver infrastructure top notch services.”

Woodside CEO Meg O’Neill: “Woodside was pleased to sign a collaboration agreement with Aramco today as part of the U.S.-Saudi Investment Forum, which is focused on building economic ties between the United States and Saudi Arabia as part of the President’s goal to build a long-term economic partnership between the two countries. Under the collaboration agreement, Woodside and Aramco will explore global opportunities, including Aramco’s potential acquisition of an equity interest in and LNG offtake from the Louisiana LNG project as well as exploring opportunities for a potential collaboration in lower-carbon ammonia.”

Global AI Director and CEO Sami Issa: “The Saudi-U.S. Investment Forum has exceeded our expectations. We are deeply grateful to President Trump for his remarkable efforts to strengthen cooperation with our close ally, Saudi Arabia, and to promote mutual investment in AI between our two nations. We would be honored to invite President Trump and Secretary Lutnick to tour our state-of-the-art, water-cooled data center located in his home state of New York.”

Intelligent Security Systems Chairman Richard Burns: “We were delighted to close our deal at the Summit. No question at all that President Trump’s visit was the major accelerant. Our deal is proof that you don’t need to be Fortune 500 to do well in Saudi if you have the right products and services.”

Phosphorus Cybersecurity CEO and Founder Chris Rouland: “President Trump’s historic visit to Saudi Arabia marks a significant milestone in the enduring partnership between our countries. We are proud to support this shared commitment to economic growth and innovation by providing advanced cybersecurity technologies that empower the Kingdom’s Vision 2030 while also driving technological leadership here in the United States. We thank the Trump administration for its policies that promote global collaboration and open new opportunities for American technology companies to contribute to critical digital infrastructure projects around the world.”

Hydrotech CEO Tarek Khouri: “President Donald Trump’s historic visit to Saudi Arabia marks a significant milestone in the enduring partnership between the United States and the Kingdom. At HydroTech Environmental Engineering and Geology DPC, we take immense pride in contributing to this collaboration by delivering innovative environmental and infrastructure solutions that drive economic growth and sustainability. We sincerely appreciate President Trump’s leadership and his administration’s commitment to fostering international cooperation, foreign investment, and technological advancement. These policies have paved the way for strengthened economic ties and new opportunities that benefit industries across both nations. We remain dedicated to leveraging our US and international expertise to support this evolving partnership and to create lasting positive impacts for a sustainable future. Thank you, President Trump, for upholding your commitment to Make America Great Again and for implementing policies that have reinforced America’s global leadership toward a new golden age.”

Science Technology Co CEO Eng. Idris Al-Zakari: “The unprecedented opportunity provided by President Trump’s historic visit to the Kingdom underscores and surpasses the evolutionary relationship between Saudi Arabia and the United States of America. The spectacular investment package negotiated between the two allies is the most significant step forward for the two nations since the meeting between Franklin Roosevelt and King Abdualaziz aboard the USS Quincy during WW-II.”

Cimcor, Inc. President and CEO Robert E. Johnson, III: “This moment marks more than a business milestone—it’s a symbol of what’s possible when American innovation aligns with visionary leadership in the Gulf. Through this partnership, we are helping to build a digital future that’s more secure, more resilient, and deeply connected across borders. We’re proud to contribute to Vision 2030 and thank the Administration for fostering global cooperation that drives real progress.”

Enfield Investment Partners Chairman and Co-Founder Jake Silverstein: “It is an extraordinary honor to be part of President Trump’s historic visit to the Kingdom of Saudi Arabia, and to witness the collaboration between President Trump and His Royal Highness Crown Prince Mohammed bin Salman. Enfield Investment Partners is built on the belief that sports is a universal language. Enfield invests in sports teams, leagues, and sports-focused real estate that drive economic value, uplift communities, and bring people together around the shared experience of sports. The sports ecosystem in the United States is the strongest and best in the world because core to our national identity are the traits that make sports so compelling: competition, meritocracy, and constantly seeking the leading edge of excellence. A portion of our Fund is directed to developing the Saudi Arabian sports ecosystem. I would like to thank President Trump for leading a transformation and ushering in a new Golden Age and His Royal Highness the Crown Prince Mohammed bin Salman, a once-in-history visionary leader whose bravery and determination has rapidly propelled the Kingdom of Saudi Arabia. Our two countries have been friends for eighty years, but this visit marks the start of a new chapter, built on mutual trust, shared vision, and an exciting new path.”

Tricion Defense Group President and CEO Eng. Nasr al-Ghrairi: “We extend our sincere congratulations to President Trump on his historic visit to the Kingdom of Saudi Arabia, a moment that marks a renewed and elevated chapter in U.S.–Saudi relations. We deeply appreciate the Administration’s vision and policies that continue to foster bilateral engagement, unlock economic opportunity, and reinforce America’s global industrial leadership. Tricion Defense Group is proud to stand at the forefront of this strategic transformation. As one of the largest private U.S. direct investment in Saudi Arabia’s defense sector, we are not only enabling the Kingdom to localize critical capabilities in electronic warfare, air defense, and C4I—but we are also contributing to U.S. economic growth by injecting capital into innovation, technology development, and advanced manufacturing across both nations. This SR4 billion ($1.06 billion) commitment—announced in partnership with NESMA Information and Technologies (NIT)—represents more than an MOU; it is a declaration of our belief that Saudi Arabia must lead from the front—not follow. It is also a bold affirmation of our support for the American innovation engine, which remains the most valuable strategic asset of the United States. President Trump’s visit has reignited a new era of industrial alignment between our two nations. Through this investment, we are laying the foundation for a next-generation model of defense collaboration: faster, bolder, and unapologetically strategic. We thank the leadership of both nations, especially Crown Prince Mohammed bin Salman Al Saud, for enabling a partnership of this scale and consequence.”

U.S.-Qatar Deals

Boeing President and CEO Kelly Ortberg: “We are grateful for the trust Qatar Airways has placed in us with this historic order, the largest-ever for Boeing’s widebody planes, including the largest-ever purchase of 787 Dreamliners and more 777X jets. Thank you to President Trump for supporting the agreement, which grows our longstanding partnership with the airline. As one of America’s top exporters, Boeing is proud that our aircraft sales to global customers strengthen U.S. manufacturing and sustain jobs in our factories and at suppliers across the United States.”

GE Aerospace Chairman and CEO H. Lawrence Culp, Jr.: “We are extremely honored to deepen our relationship with Qatar Airways and grateful to them for placing their trust in us with our largest ever widebody engine deal. Our widebody engines – the GE9X and GEnx – are marvels of modern engineering, with the durability and reliability to power flight across the longest distances. We appreciate President Trump’s support for this historic agreement.”

Northrop Grumman Spokesperson: “Northrop Grumman has a long history of delivering advanced defense technologies to Qatar. Thanks to the President’s leadership, we have a historic opportunity to accelerate security cooperation and defense technology sales that will greatly expand U.S. jobs and economic strength.”

Quantinuum President and CEO Dr. Rajeeb Hazra: “Quantinuum is deeply committed to advancing quantum capabilities with partners like Qatar to further solidify U.S. innovation and global leadership in a technology critical to our collective future. We are honored to be highlighted as part of this historic visit by the President of the United States to Qatar and look forward to helping create the future of our industry.”

Lockheed Martin Chairman, President and CEO Jim Taiclet: “At Lockheed Martin, supporting American armed forces and our international defense partners drives everything we do. We build the most advanced integrated air and missile defense systems with cutting-edge radars. Thanks to President Trump’s leadership, we will help accelerate Qatar’s next-generation air and missile defense capabilities, enabling a more secure and stable region, sustaining American manufacturing jobs, and reinforcing our defense industrial base.”

Parsons Corporation Chair, President, and CEO Carey Smith: “I’m proud to be here on behalf of Parsons, and to be a part of President Trump’s initiatives to strengthen strategic relations in Qatar. As a global infrastructure leader with over six decades of experience in the region, including two-plus decades in Qatar, Parsons has partnered with organizations across the country to deliver on many of its premier infrastructure projects in Doha, Lusail, and beyond.”

McDermott International President and CEO Michael McKelvy: “The partnership between McDermott, Qatar Energy and The State of Qatar has been developed over decades. We remain committed to bringing McDermott’s +100 years of experience to support Qatar’s energy development plans for decades to come and were honored to be part of this historic visit by the President.”

U.S.-United Arab Emirates Deals

Saildrone CEO Richard Jenkins: “This groundbreaking deal unites the best of American innovation with a partner committed to regional security and stability. We are proud to play our part in President Trump’s vision, for regional maritime superiority, to enable the safe passage of trade and the interception of illegal or destabilizing activity, throughout the Middle East region.”

Occidental President and CEO Vicki Hollub: “We are proud to participate in President Trump’s visit to the UAE, where we signed a strategic energy enhancing agreement with our longstanding partner ADNOC, whose investment company XRG will consider making a $500 million investment in the United States, alongside a grant award from the U.S. DOE, to advance Occidental’s South Texas Direct Air Capture Hub, Development of DAC is essential for ensuring our country’s long-term energy security. We also signed an agreement with ADNOC to examine the expansion of production at our successful joint venture energy development project in the UAE’s Shah Gas field, using U.S. technologies.”

Oracle CEO Safra Catz: “In support of President Trump’s vision and commitment to peace through prosperity and the Abraham Accords, the greatest diplomatic accomplishment in modern history, we are pleased to continue to invest in and deliver cloud and AI technology to power the UAE’s most important systems. Our Oracle Cloud Infrastructure footprint, Oracle Alloy sovereign cloud partnerships, and groundbreaking work in healthcare will help accelerate the UAE’s technology modernization efforts and advance patient health outcomes. Together, the UAE and U.S. will redefine what is possible in technology, business, and healthcare.”

Boeing President and CEO Kelly Ortberg: “As one of the launch customers for the 777X, Etihad is a valued customer, and we are grateful for the airline’s continued confidence in Boeing. We appreciate the support of the President and his administration as we partner with Etihad to enable their growth while sustaining highly skilled U.S. manufacturing jobs.”

Northrop Grumman Spokesperson: “Just as we have invested in the UAE, such as Northrop Grumman’s grant to the American Community School in Abu Dhabi, we welcome increased partnership and investment by the UAE in our world-class defense sector. This historic trip will increase U.S. jobs and economic strength.”

Lockheed Martin Chairman, President, and CEO Jim Taiclet: “Through President Trump’s leadership, Lockheed Martin and the United Arab Emirates are building on 50 years of partnership to strengthen regional defense with advanced airpower, integrated air and missile defense, precision radars, and next-generation command and control. Our high-tech innovation benefits both nations by sustaining American manufacturing jobs and driving industrial growth.”

Parsons Chair, President, and CEO Carey Smith: “Parsons is proud to be a part of President Trump’s initiatives to strengthen strategic relations in the UAE. As a global infrastructure leader with a presence in the Emirates spanning nearly five decades, Parsons has leveraged our global experience to build trusted partnerships and deliver critical infrastructure, supported by 2,700 employees across the country and have successfully completed more than 3,000 projects. We have worked on some of the UAE’s premiere projects including the region’s first metro line in Dubai, the iconic Infinity Bridge, Dubai Municipality’s Strategic Sewerage Tunnel project, the Sharjah and Abu Dhabi International Airports and Etihad Rail, the region’s first high speed rail network. Our unwavering focus on the country’s future is underlined by a combination of a dedicated team of experts and our understanding of the local environment and vision, reinforcing our commitment to building this nation and supporting its transformation.”

Baker Hughes CEO Lorenzo Simonelli: “We congratulate President Trump on his historic visit to the United Arab Emirates — A key moment that underscores the enduring partnership between two nations committed to innovation, progress, and shared prosperity. As we look to the future, energy will remain central to economic growth and broader cooperation that supports stability and opportunity for both countries, and Baker Hughes remains steadfast in our dedication to help both nations meet their goals.”

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Technology

Womens sports is booming. Can it continue ethically?

Published

14 minutes ago

May 17, 2025

Your Sports Nation

It seems you can’t look anywhere without hearing about the growth and profitability of women’s sports. The refrain has gone from “no one watches women’s sports” to “everyone watches women’s sports” in a matter of just a few years. For longtime fans of women’s basketball, women’s soccer and women’s hockey, the meteoric growth of leagues like the Women’s National Basketball Association (WNBA), National Women’s Soccer League (NWSL) and Professional Women’s Hockey League (PWHL) can feel exciting. But with all this growth comes more complicated feelings too.

The argument for investing in women’s sports often falls along capitalist lines such as “there’s money to be made here, and it would be unwise to pass it up.” A new report from Deloitte estimates that global revenue generated by elite women’s sports will exceed £1.8 billion (approximately $3.3 billion in Canadian dollars) in 2025. With investment opportunities increasing exponentially, women’s pro sports leagues are signing sponsorship deals with major companies left and right. However, which brands these leagues are choosing to partner with now that there is money available is increasingly at odds with the presumably progressive values these leagues have been perceived to have by long-time fans.

The WNBA players, in particular, have made a name for themselves with their commitment to racial justice activism and social justice advocacy cause that they dedicate each season to (there is even a documentary about their activism, called Power of the Dream). In women’s soccer, the U.S. Women’s National Team’s fight for equal pay often transfers to perceptions of the NWSL because many of the same players are represented. Even though those values and actions come from the players themselves, the public perception often applies those views to the leagues as a whole. In the public sphere, the distinction between the league (a corporation with its own interests in mind) and the players (individual workers with their own views) is often flattened.

Take, for example, the WNBA, whose season starts this week. It will be the league’s most talked-about season since its launch nearly 30 years ago. With a brand-new team in the Golden State Valkyries and Canadian expansion set for 2026 with the Toronto Tempo, all eyes are on the W and everyone wants a piece of the pie. Their partnership with Amazon Prime to stream games is continuing this season, with 25 games streaming on the platform. The WNBA isn’t the only league with an Amazon partnership either. The NWSL also streams games on Prime.

But the NWSL’s partnership with Amazon is baffling when you consider that it is a league currently in the process of a rebrand following their disturbing sexual abuse scandal and continued and ongoing workplace harassment crisis. Not only that, but the league has leaned heavily on lip service around progressive values in order to change the public’s perception of it and has benefitted mightily from that strategy.

“Why would a league that is being heralded as “a beacon of social and political activism” think that partnering with Amazon would align with its values?”

“Under [Commissioner Jessica] Berman’s leadership … the NWSL has become a sporting beacon of social and political activism,” a 2024 report from SportsPro explained data from Luscid, a platform that tracks sport and entertainment data, measured “the league’s key marketing strengths”—which included “community impact”—and cited Amazon as one of the blue-chip companies the league has signed recently. These new partnerships moved the total annual value of the NWSL’s portfolio to over $24.5 million—a fourfold increase from 2021.

But why would a league that is being heralded as “a beacon of social and political activism” think that partnering with Amazon would align with its values? Amazon is well known to be a company that, among other things, exploits workers, puts them in unsafe working conditions, helps fund ICE, has a terrible environmental record and is single-handedly responsible for killing bookstores. Perhaps for the same reason they thought their new partnership with Alex Cooper’s Unwell Hydration drink was a good idea? Cooper, the host of the popular Call Her Daddy podcast, is a former employee of Barstool Sports and has done little to distance herself or her brand from Barstool’s toxic and offensive content in the years since she left the company. Not only that, her Unwell Hydration beverage is a Nestlé product, which is currently the subject of multiple boycotts for reasons that include political, environmental and human rights concerns. In Canada, the company faces boycotts from the Council of Canadians and the indigenous rights organization Lakota People’s Law Project for extracting water from watersheds that have recently seen droughts. All of the leagues have at least one official partnership with a company that is on the Boycott, Divest and Sanction (BDS) list.

Or take the glut of weight-loss drug ads that permeate women’s sporting events. During the PWHL’s “Takeover Tour,” in which the league travelled to host cities who don’t have their own teams in order to promote the game, ads for Wegovy could be seen on in-game monitors. The WNBA’s Minnesota Lynx have a partnership with the weight-loss program Livea and the Indiana Fever have an Eli Lilly patch on their uniforms (Eli Lilly is the company that produces the GLP-1s Mounjaro and Zepbound). These drugs, when advertised to treat “obesity” as the presenting problem, can promote fatphobic and dangerous body image ideals—especially for the young girls watching at home, who represent the fastest-growing fan demographic.

Even the rash of new beauty campaigns is not without concern. As makeup companies like Sephora sign partnerships with Unrivaled, the off-season women’s basketball league, and WNBA teams like the Toronto Tempo, Fenty Beauty becomes the official sponsor of the WNBA’s New York Liberty and Maybelline Cosmetics partners with the new Women’s Lacrosse League, centuries-old anxieties about women athletes and femininity are reinforced. Masculine-of-centre athletes get far fewer endorsements and brand deals, reinforcing oppressive hierarchies and income disparities, as well as perpetuating queerphobia.

The financial consequences of these regressive beauty standards would be concerning enough on their own, but in a time of increased “transvestigations” of women athletes, the focus on platforming traditionally feminine athletes is far more insidious than it may first appear. Trans women and girls are increasingly being viewed as a threat to not only women’s sports, but to the safety and security of cis women as a whole, which is quietly reinforced by the focus on these highly feminized beauty campaigns.

It’s also insidious because brands are capitalizing on a highly motivated and incredibly trusting market in women’s sports fans. Research has found that WNBA and women’s sports can “enhance a brand’s image by demonstrating its commitment to social responsibility, gender equality and empowerment.” When a company advertises with one of these leagues, those values become associated with their brand, too. Nielsen’s Fan Insights found that 44 percent of WNBA fans have visited a brand’s website after seeing WNBA sponsorships during a game and 28 percent have bought from a sponsoring brand. Ads aired during the 2024 WNBA regular season through the end of May were a remarkable 26 percent more likely to spark consumer engagement than the 2023 WNBA season average. And women athletes are far more likely to convert buyers than their male counterparts, with a recent study revealing that U.S. consumers are more likely to purchase sports tech products from Caitlin Clark, Simone Biles and Serena Williams over comparable male athletes.

And yet, sponsorships and endorsements, which are only really given to the most elite teams and athletes, inevitably worsen systemic inequalities like sexism, racism, transphobia, classism and ableism. “Just as in men’s sport and wider society, it is the ‘ruling elite’ who control elite, competitive, commercialized sport, that stand to gain the most when growth is the primary objective,” Evie Ashton wrote in the It’s Just a Game newsletter. “When elite sport makes more money, financial brokers, shareholders, wealthy top executives, conservative politicians and upper-middle class people extend their power.”

The evidence for this can be seen in the names who are buying into pro women’s teams. Last season, Julia Koch, an American socialite who is one of the richest women in the world, and her son, David, Jr., bought a 15 percent stake in the WNBA’s New York Liberty. The move to sell part of the team to the Koch family raised eyebrows among fans, some of whom launched a petition asking Koch to donate $15 million of her own money to causes supported by WNBA players. The petition was started by started by the folks behind the Women’s Sports Rally social group.

WNBA players care about who they play for and who represents them—the WNBA’s social justice initiative for the 2024 season involves reproductive justice and civic engagement. The Kochs have a long history of making donations to political candidates that often work against these interests, donating exclusively to Republican candidates. Meanwhile, the NWSL team Angel City FC, which made its name being a majority-women-owned club, was sold to Disney CEO Bob Iger.

“The men’s pro sports model didn’t rise out of a neutral condition; it owes its success to empire and oppressive conditions which were explicitly designed to sustain it and which are protected by the most powerful people in society,” Zoë Hayden wrote at The Victory Press in 2019. “Women’s sports … were not meant to succeed under these conditions, and in an attempt to do so, they both intentionally and unintentionally align themselves with empire and with capitalism instead of trying to change the conditions themselves.” As a result, women’s sports leagues come to reinforce oppression rather than becoming the forces for social, political and cultural justice that they have the potential to be.”

All of this raises larger questions around whether women’s sports finding mainstream success is at odds with the stated values of its players—and its fans. At the same time, it’s a double-edged sword: true equality means not expecting more from a women’s league than we would from a men’s league, and these aren’t questions that men’s leagues are expected to be able to answer. But doesn’t progress look like trying to make a better future for the multiply-marginalized athletes and fans who have built women’s sports into the juggernaut they are today?

These are questions that will plague these women’s leagues as they continue to grow. The answers will determine what kind of future women’s sports wants to have for itself, but I fear that future may not be an equitable one.

May 16, 2025 12:26 pmClarification: May 16, 2025 12:26 pmThe Change.org petition was started by a different group than originally noted in this article, which has been updated with the correct information.

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The power of Oman’s sports economy

Image: Muscat Gulf Cup, Pranav21391, Public Domain Oman’s sports economy came under the spotlight at the recent Tejarah Talks “Game On: The Potential of Oman’s Sports Economy.” Visitors to the event heard that an ecosystem should be built to create seamless sport pathways from grassroots to elite, supported by public and private sectors. A clear […]

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1 hour ago

May 17, 2025

Your Sports Nation

About Oman’s new sport economy
Image: Muscat Gulf Cup, Pranav21391, Public Domain

Oman’s sports economy came under the spotlight at the recent Tejarah Talks “Game On: The Potential of Oman’s Sports Economy.”

Visitors to the event heard that an ecosystem should be built to create seamless sport pathways from grassroots to elite, supported by public and private sectors.

A clear vision should be set with a global sporting calendar and targeted infrastructure investments, including a big bang event in which Oman should showcase itself to the world through a major sporting event like hosting the Formula One.

Creative Thought Leader & Storyteller, Jamal Al-Asmi, said in a LinkedIn post, “So it turns out that the global sports industry is no game. It’s a whopping $2.65 trillion powerhouse, ranking as the 9th largest industry worldwide and growing at a staggering 6.3% annually. But in a typical fashion, Oman isn’t just chasing numbers.

“We’re talking about an ecosystem that spans media rights, sponsorships, digital engagement, and community health and it all has to be in line with the country’s ethos.

“The 2022 FIFA World Cup in Qatar generated over $7.5 billion in revenue – imagine what Oman can achieve by playing to its strengths which are not to be played around with.”

HE pankaj khimji recounted how Oman, with its newly upgraded Al Amerat Cricket Stadium, co-hosted the ICC Men’s T20 World Cup in 2021 – an event that not only put Oman on the global cricket map but also showcased the country’s ability to deliver world-class experiences.

On the back of this, local businesses thrived, SMEs got a boost, and youth participation in cricket soared, with over 700 Omani students now playing cricket in schools and growing.

Joe Rafferty, Event Business Development Director at Oman Sail, highlighted Oman’s competitive edge: its people.

International organisers praised the professionalism, hospitality, and operational excellence of Omani teams.

Rafferty emphasized that while infrastructure matters, it’s the spirit and skill of the Omani people that win trust and repeat business.

He also noted that sports tourists spend 1.6 times more than average visitors – a massive opportunity for the tourism sector.

Ali Alajmi, CEO of Sabco Sports, the mastermind behind over 150 sports events in Oman, brought the numbers.

He said Sabco Sports has engaged over 100,000 participants and 28-30 sponsors for events like the Muscat Marathon, which now attracts 13,000 runners.

He stressed the importance of mass participation events-not just for elite athletes, but for building a healthy, active, and connected society.

Sponsorship now makes up 70-75% of event revenue, proving the private sector’s growing confidence in Oman’s sports ecosystem. The real golden ticket to be had though is in media rights.

To build a winning sports economy the audience heard that:

Public-Private collaboration Is essential. Oman’s success stories-like the Muscat Marathon and ICC World Cup are built on partnerships.
Mass participation drives the base events that get thousands moving, from school competitions to city marathons, and are the foundation for elite talent and a healthier society. This base also attracts sponsors and builds a culture of lifelong sports engagement.
Infrastructure, yes-but people first – While stadiums and facilities matter, it’s the operational excellence, hospitality, and passion of Oman’s people that set the country apart. Training, upskilling, and empowering local talent is crucial for long-term success.
Sports Tourism and Economic Diversification – Sports tourists are high-value visitors. By leveraging Oman’s natural assets-coastlines, mountains, and heritage sports can carve a unique niche in the region and beyond.
Entrepreneurship and Innovation – From e-sports to sports tech start-ups, Oman’s young, tech-savvy population is ready to lead. The panel encouraged entrepreneurs to seize opportunities, supported by evolving regulations and funding models.

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How to Watch F1 Live UK: Imola Start Time, TV Channel & Schedule

The 2025 F1 season is well underway, and the Formula One circus heads to Imola in Italy for round seven. A run of four wins in the last five races has seen McLaren’s Oscar Piastri rise to the top of the standings, moving ahead of teammate Lando Norris. Reigning world champion Max Verstappen is well […]

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2 hours ago

May 17, 2025

Your Sports Nation

The 2025 F1 season is well underway, and the Formula One circus heads to Imola in Italy for round seven.

A run of four wins in the last five races has seen McLaren’s Oscar Piastri rise to the top of the standings, moving ahead of teammate Lando Norris.

Reigning world champion Max Verstappen is well off the pace in third, but still ahead of both Mercedes and Ferrari drivers. Unless something dramatic changes, it’s looking like a straight fight between the McLaren drivers for the Drivers’ Championship.

What will happen at this weekend’s seventh race of the season? Here’s everything you need to know about the Emilia-Romagna Grand Prix (Imola), including how to watch live from wherever you are, start time, TV channel, schedule and more.

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What time is the F1 Imola Grand Prix?

The F1 season continues at the Autodromo Enzo e Dino Ferrari in Imola, Italy, this weekend. Here’s when the race will start:

Sunday 18 May, 2pm BST (UK time), 9am EDT, 6am PDT

Before that, there’s qualifying:

Saturday 17 May, 3pm BST (UK time), 10am EDT, 7am PDT

How to watch the F1 Imola Grand Prix live in the UK

Sky Sports has the full rights to F1 in the UK. It will show every practice, qualifying, sprint and race session of all 24 Grands Prix in the 2025 season.

To access Sky Sports, you have a few options. The first is by adding it to a regular Sky TV package, which offers offline access via a Sky Q box. This costs a total of £51 per month with £20 upfront on a 24-month contract.

If you don’t mind streaming, you might prefer to pair it with a Sky Stream dongle. You can get Sky TV, Netflix and Sky Sports for £35 per month on a 24-month contract.

Need a new TV? Sky Glass has Sky built-in, though it still relies on the internet for TV. However, it costs at least £14 per month with £20 upfront for 48 months, plus Sky Sports and Sky TV for an additional £35 per month.

If you don’t want to buy any new Sky hardware, it’s easier to stream via Now. This currently costs £26 per month, provided you’re happy to commit for 6 months. After that, it’s £34.99 per month.

Dominik Tomaszewski / Foundry

However, it’s worth noting that the standard plan limits you to 720p resolution and streaming on only one device at a time. To get 1080p and two devices, it’s an extra £6 per month for Now Boost, while three devices and 4K require £9 per month for Ultra Boost.

How to watch F1 for free in the UK

In the UK, the only way to watch F1 for free is on Channel 4, though this requires a TV licence if you plan on watching live.

That only applies to the British Grand Prix in 2025, with just highlights of the other races shown.

Sky

How to use a VPN to watch the F1 Imola Grand Prix

If you’re not in the same country as the TV broadcaster, you won’t be able to watch F1 online without a VPN.

Officially, neither Sky nor ESPN allows you to watch using a UK or US subscription while outside the country.

However, there is another way – using a virtual private network, or VPN. A VPN makes it appear that you’re located in the same country as the broadcaster when you connect to a server in the appropriate country.

If you’re already paying, it’s worth trying to access the local site or app. We’re using NordVPN for this tutorial, but Surfshark is a popular alternative. See the full range of options in our guide to the best VPN services.

Download the relevant VPN app

Anyron Copeman / Foundry

Head to the download page for the VPN you’d like to install and click ‘Download App’. The likes of NordVPN are available on a range of devices.

Connect to a US or UK server

Sam Singleton

Open the app and sign in to your account if necessary. Then, select any US or UK server and connect to it.

Depending on the service you’re using, it might look quite different to the above. But this should be relatively easy to find.

Start watching as usual

Anyron Copeman / Foundry

Head to the website or app you’d usually use to start watching, then sign in if you haven’t already.

You should now be able to stream content as normal and without any restrictions.

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INDYCAR Hybrid Collaborators Named 2025 Schwitzer Award Winner

INDYCAR The team that collaborated to develop the INDYCAR Hybrid unit was named May 16 as the recipient of the 2025 Louis Schwitzer Award. Sharing a $10,000 prize from the Indiana Section of the Society of Automotive Engineers (SAE) International and award sponsors Cummins and Valvoline Global were Raoul Fernandes of Skeleton Technologies, John Martin […]

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2 hours ago

May 16, 2025

Your Sports Nation

INDYCAR

The team that collaborated to develop the INDYCAR Hybrid unit was named May 16 as the recipient of the 2025 Louis Schwitzer Award.

Sharing a $10,000 prize from the Indiana Section of the Society of Automotive Engineers (SAE) International and award sponsors Cummins and Valvoline Global were Raoul Fernandes of Skeleton Technologies, John Martin of EMPEL Systems Limited, Matt Niles of Honda Racing Corporation (HRC), Darren Sansum of INDYCAR, Rupert Tull de Salis of Dana Incorporated and formerly of Mahle Powertrain and Thomas Williams of Ilmor Engineering Ltd.

The innovative hybrid system is made up of the low voltage (48V) Motor Generator Unit (MGU) and Energy Storage System (ESS) – consisting of 20 ultracapacitors – both of which fit inside the bellhousing, located between the Chevrolet and Honda INDYCAR SERIES internal combustion engine and the gearbox. During regeneration, acting on the clutch shaft, the MGU builds power to be stored in the ESS. The additional horsepower is deployed through the same motor generator on driver demand.

For competition, options for automatic “regen” via braking or throttle position and manual “regen” via selected steering wheel paddles and buttons will be available. Deployment of stored energy will only be available manually through a latching button, similar to the existing Push to Pass system.

The INDYCAR Hybrid unit debuted last July at the NTT INDYCAR SERIES race at Mid-Ohio Sports Car Course and is used at every series race.

This award is a prestigious accolade in the automotive engineering industry, celebrating and recognizing groundbreaking innovations that push the boundaries of automotive technology. Named after Louis Schwitzer, an accomplished engineer and race car driver, this award has a rich history of honoring individuals and teams behind the innovative concepts introduced to the motorsport industry that increase competitive potential, meet NTT INDYCAR SERIES specifications and are related to the vehicle’s engine, powertrain, profile, chassis or safety.

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ASB GlassFloor, ShotTracker partner on immersive visualizations for LED basketball courts

The partnership announced this week between ASB GlassFloor and basketball analytics firm ShotTracker will see ShotTracker’s data collection and visualization capabilities integrated into ASB’s LED-embedded video courts — and the software operating system that controls them. The deal formalizes a collaboration months in the making, beginning when ShotTracker installed its sensor-based shot and player tracking […]

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2 hours ago

May 16, 2025

Your Sports Nation

The deal formalizes a collaboration months in the making, beginning when ShotTracker installed its sensor-based shot and player tracking system, Helix, in ASB GlassFloor’s athlete testing facility in Orlando in January. Since, the companies’ combined capabilities have been a focal point of tech demonstrations to pro sports coaches, players and executives.

“We’re excited about the relationship,” ShotTracker Co-Founder & CEO Davyeon Ross told SBJ. “There’s some time before we see some of these [use-cases] come to fruition, but we’re going to continue to innovate and find ways that our applications can enhance the experience on the floor and work together to bring something incredible to the market.”

Helix — through sensors embedded around the facility, in basketballs and on athletes — collects shot and player tracking data that is accurate within two-to-four centimeters, then facilitates it being displayed through visualizations like heatmaps and shot plots. Typically, those visualizations are used as a training tool by coaches and players via tablets, but the 4K projection capabilities of ASB’s LumiFlex courts has now enabled displaying them on the court itself.

ShotTracker also has products that derive visualizations from recorded game footage (Pulse), retrieve play-specific video clips (Scout) and create sponsorable 3D visualizations (Hype). Those will all be embeddable in ASB’s system as well.

In the U.S., ASB’s LumiFlex courts have been used for NBA All-Star weekend exhibitions and a preseason scrimmage at the University of Kentucky. They are also permanently installed in the home arenas of EuroLeague clubs FC Bayern and Panathinaikos.

ASB’s vision for its futuristic floors is to create a partner-agnostic system through which data firms, wearable vendors and other tech providers can plug into its software operating system and use it to display anything from data visualizations to tracking animations to immersive fan engagement activations. In that vein, this ShotTracker partnership is not exclusive, but rather the first collaboration of what ASB’s Director/The Americas Chris Thornton hopes will continue to evolve into a multi-faceted offering.

“ASB GlassFloor and our GlassCourt OS [software] system can be a seamless extension of any coach’s analytics platform,” Thornton said, “enabling smarter decisions around training, game strategy and player development, right on the court.”

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Technology

State of the TV Business: 5 Clear Takeaways From Upfronts Week

This week, I attended events by Amazon, Disney, NBCUniversal, and other streaming and network giants in New York, where they made their biggest pitches of the year to ad buyers. The TV upfronts are an annual series of presentations and parties during which TV ad sellers do their best to sell the bulk of their inventory. […]

Published

3 hours ago

May 16, 2025

Your Sports Nation

This week, I attended events by Amazon, Disney, NBCUniversal, and other streaming and network giants in New York, where they made their biggest pitches of the year to ad buyers.

The TV upfronts are an annual series of presentations and parties during which TV ad sellers do their best to sell the bulk of their inventory. Given the jittery macro environment and the decline of linear TV viewing, this year’s incarnation was expected to be a buyer’s market. A recent EMARKETER forecast estimated that tariffs could drag down this year’s haul by as much as $4.1 billion, a 23.5% decline from last year.

Still, the show must go on. And as far as I could see, the cloud of uncertainty didn’t keep people from coming out. They packed ballrooms and concert halls to get exclusive peeks at the fourth season of “The Bear” on Hulu and the sequel to “Wicked,” sip free booze, and catch Lady Gaga.

But the most entertaining moment of the week had to be Arnold Schwarzenegger, who came to Amazon’s upfront to plug his Christmas movie, “The Man With The Bag.” He had the crowd both groaning and laughing as he rambled on — until his “True Lies” costar Jamie Lee Curtis eased him off the stage.

Behind the parties and celeb antics, however, I could get a sense of the changing ad business — and five clear takeaways emerged.

1. The world has changed

Amid what’s usually a celebratory atmosphere, media companies couldn’t entirely avoid acknowledging that the world has changed. Sellers had to say enough to show they were sympathetic to the times, but not kill the vibe. This was a party, after all.

NBCUniversal’s sales chief, Mark Marshall, kicked off the week with a nod at the economic headwinds (and why they shouldn’t keep brands from staying on the air). Disney’s Rita Ferro also flicked at the uncertain climate and how Disney was all about flexibility, a play to fickle advertisers.

On the whole, though, execs tried to keep the mood light. So it was notable when ABC’s Jimmy Kimmel made an earnest plea for advertisers to support rival CBS’s “60 Minutes,” which is in President Donald Trump’s crosshairs.

2. YouTube loomed, even if media companies dared not speak its name

Jimmy Donaldson, a.k.a. MrBeast, with friends at YouTube’s Brandcast.

Kevin Mazur/Getty Images for YouTube

YouTube’s rising TV viewership — and the creator economy it’s built on — has been one of the biggest media stories of the past year.

Studios have taken note.

This year’s upfronts offered more signs of the shift, with Amazon renewing top YouTuber MrBeast’s “Beast Games” for two more seasons, and Fox’s free streamer Tubi bringing out social media stars like Noah Beck, who’s starring in “Sidelined 2: Intercepted.” And of course, YouTube reliably paraded out its biggest creators, including MrBeast and “Hot Ones” host Sean Evans, at Brandcast, its take on the upfront presentation.

Some legacy media giants like Disney went in the other direction by packing their presentations with famous franchises and Hollywood celebrities. Disney wanted you to know it had more than 100 talent on hand. The Mouse House seemed to be saying, hey, we have Hollywood-quality entertainment — and the stars most ad execs have actually heard of.

3. The upfronts aren’t just about TV anymore

Mark Marshall of NBCUniversal made a grand arrival at NBCU’s upfront to promote the sequel to “Wicked.”

NBCUniversal/Ralph Bavaro/NBCUniversal

Upfronts used to be about showing off your fall TV programming, but this week showed how media companies are trying to sell everything they have.

Everyone was promoting movies in addition to shows, for advertisers who like to be part of big marketing partnerships. Amazon trotted out the Kelce brothers of its Wondery podcast arm and Lizzo and DJ Steve Aoki to promote its Twitch streamer. Whole Foods appeared on the screen at one moment.

“Now it’s, let’s showcase everything that we have. It’s, ‘Here’s what we have, pick what appeals to your client,'” Alicia Weaver-McKinney, VP of media activation at ad agency Mediassociates, said of the broad menu on offer.

4. Sports are the new savior

Nearly every presentation was front-loaded with live sports as media companies leaned on the programming in their arsenal that’s most valuable to advertisers as they looked to drive deals in a shaky ad market.

“If you heard anything other than sports, it was item number two, three, four on the list,” longtime advertising advisor Michael Kassan said.

NBCU bragged that Peacock had more sports than any other streamer, and Jimmy Fallon didn’t miss a beat, quipping, “It’s great to be at the NBA upfront.”

NBA-less WBD was forced to talk up its tennis, the NHL, and women’s sports.

Some buyers privately wondered how sustainable the high prices media companies want for sports will be, though, given the glut of sports inventory out there and hesitance caused by economic uncertainty.

5. Big Tech is trying to change the language of TV

Bela Bajaria, Netflix’s content chief, promoted the streamer’s engagement figures.

Roy Rochlin/Getty Images for Netflix

For the past few years, the tech companies have been crashing upfronts week, with Netflix and Amazon having their second in-person events this year.

Now, they want to change the way we talk about and value “TV.”

Netflix’s content head, Bela Bajaria, talked about slate, not slots, to differentiate streamers like Netflix from the old guard of linear TV, and pointed to its big engagement numbers to say Peak TV wasn’t over.

YouTube’s Neal Mohan emphasized how much people are watching podcasts on TV, the value of its creator-funded model of entertainment, and how it’s giving creators tools to spiff up their shows with TV viewers in mind.

And Amazon touted new interactive ads, data about how much its viewers shop on the platform, and the ability to get them to buy with the click of a remote, something no linear TV company can offer. Every Amazon presenter seemed to be required to utter the phrase, “Full funnel advertising at scale.”

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