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

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

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

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.”

The new Wellness Coach helps older adults set goals and build lasting wellness routines

Intuition Robotics is rolling out a new Wellness Coach feature for ElliQ, its AI-powered companion robot designed for older adults, as it looks to deepen its role in healthy aging.

The latest update allows ElliQ users to build personalized wellness routines and set goals across physical exercise, cognitive training, stress reduction and sleep.

According to Intuition Robotics, Wellness Coach has driven a 465% increase in physical activity sessions and strong user engagement, with 87% retention after 30 days and 76% after three months of beta testing. On average, participants completed 3.5 wellness activities per week.

“The data is very compelling, showing that an AI companion that creates trust and high engagement has the ability to drive real behavior change through motivation and empathy,” Intuition Robotics co-founder and CEO Dor Skuler said. “The Wellness Coach isn’t about telling older adults what to do—it’s about giving them agency and motivational support to decide on their goals and then achieve them, and we’re already seeing the incredible impact that can have.”

See Also

Wearable technologies are revolutionizing health care, but design limitations in adhesive-based personal monitors have kept them from meeting their full potential.

A new University of Arizona study, published in Nature Communications, describes a longer-lasting, 3D-printed, adhesive-free wearable capable of providing a more comprehensive picture of a user’s physiological state.

The device, which measures water vapor and skin emissions of gases, continuously tracks and logs physiological data associated with dehydration, metabolic shifts and stress levels.

“Wearable health monitoring traditionally depends on sensors that directly attach to the skin, but the skin itself constantly renews,” said Philipp Gutruf, an associate professor of biomedical engineering and member of the BIO5 Institute at the U of A who co-authored the study with lead author David Clausen, a doctoral student and researcher in the Gutruf Lab.

“This limits how long you can collect reliable data. With our sensor that tracks gaseous emissions from the skin, we overcome this constraint entirely,” Gutruf said.

Skin shedding weakens adhesives and clogs sensors, so wearables applied with adhesives must be reapplied every few days. Researchers in the Gutruf Lab at the U of A designed a device, worn on the forearm, that resembles a small 3D-printed cuff and can be worn continuously. The device sensors constantly measure gases emitted by the user, comparing their concentrations against normal outside air.

Unlike adhesive-based sports science and health monitoring wearables, which historically only record snapshots, the device developed by Gutruf and his colleagues delivers continuous, real-time data viewable on a smartphone or computer via secure Bluetooth.

“This opens an entirely new space of biomarkers,” said Gutruf. “For example, you can capture the metabolic signatures of exercise or stress without interrupting the subject’s normal routine. Previously, measurements of this kind required an entire room of equipment.”

Practical applications, proven results

With a device such as this, athletes can monitor hydration and exertion during training. The wearable could also record mental health and chronic disease symptoms to aid in prevention and treatment. In fact, tracking and monitoring physiological signs of stress in gas emissions can even help identify early metabolic disturbances, Gutruf said.

“Our design is stable even when exposed to everyday movement and environmental changes,” said Clausen. “We’re able to record data continuously over many days without recharge, all while capturing rich physiological data that isn’t typically possible in a wearable format or requires visible sweat.”

The researchers plan to expand the range of detectable biomarkers and integrate advanced data analytics to provide personalized health insights over even longer periods.

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 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.”

As extreme weather becomes more frequent, the need for greater wildfire mitigation is more important than ever. The heartbreaking wildfires and windstorms in January only emphasize that fact.

“The January wildfires underscore the importance of mitigation plans and the need for continuous and evolving tools to maintain infrastructure resiliency,” said Steven Powell, president and CEO of Southern California Edison. “While you can’t eliminate wildfire risk, we continue to invest in new and innovative solutions to bring us as close to zero as possible.”

To protect communities, SCE is integrating advanced technologies that increase its wildfire prevention abilities and outlined these tools in its updated Wildfire Mitigation Plan. In the updated plan, current programs are being expanded and several new pilot programs will launch to help enhance wildfire safety.

Image: Coliseum GSVA

The CAA Sports, a division of Creative Artists Agency (CAA), has agreed on a deal to acquire Portas Consulting, a premier global management consulting firm, subject to customary regulatory approval.

‘VARIETY’ stated that the Executive Chairman and Founder David Portas and the Managing Partner, Portas Consulting, Donal McElwee, along with their team of 160 consultants and staff who have completed projects in more than 40 countries worldwide, will join the agency.

Los Angeles (US)-based the Creative Artists Agency (CAA) is the leading entertainment and sports agency with global expertise in filmed and live entertainment, digital media, publishing, sponsorship sales and endorsements, media finance, consumer investing, fashion, trademark licensing, and philanthropy.

Portas Consulting help the sports organizations achieve sustainable success through innovative strategies and operational excellence. They are dedicated to maximizing the benefits of sport and physical activity for the Governments, the sports bodies and corporates and through them for the society. Portas Consulting has offices in Dubai (UAE), London (UK), Riyadh (Saudi Arabia), and Singapore.

‘VARIETY’ further stated that the award-winning sports consultancy, which will be rebranded to CAA Portas, collaborates with the Governments, the federations, the Olympic committees, the leagues, the clubs, the investors, Ministers, Boards, the C-suite executives, the senior sports leaders, and the private sector organizations to develop innovative strategies that improve performance, enhance participation, optimize governance, and drive commercial growth. Financial terms of the deal were not disclosed.

Pointed out Paul Danforth, CAA Managing Director and President, CAA Sports, “The global sports marketplace is evolving rapidly creating unprecedented opportunities for the agency and our clients in both established and emerging markets. As CAA Sports continues its international growth plan we remain focused on creating new service offerings that we can deliver to the clients to accelerate their business objectives. The Portas Consulting is a best-in-class management consultancy whose like-minded leadership and collaborative approach to client service will fit seamlessly into the CAA Sports ecosystem. By adding this unique expertise to our already robust suite of services we are uniquely positioned to help shape the future of the global sports industry.”

Founded in 2006 Portas Consulting consistently ranks among the top sports management consulting firms providing its clients in the sector with a more tailored and specialist service and deeper subject matter expertise than the generalist management consultancies. Delivering impact across all areas of the sports economy Portas’ recent programs include: Transforming the sports economies, creating national sports policies, increasing sports participation, winning bids for the major events, optimizing the leagues and the clubs, securing increases in funding into sport at a national and City level, optimizing the global sporting calendars, supporting the federations, the leagues and the clubs with their investments and long-term commercial sustainability and providing sports investment advisory, and feasibility studies for the sports assets.

Averred McElwee, “Portas’ mission is to transform the world through sport. We have grown organically by 30 percent annually throughout the last 10 years to become the leading independent advisor to the senior leaders in sport. Our new goal is to expand even faster to create a world leading end-to-end advisory business. The CAA Sports is the ideal fit to achieve this growth and diversification for the benefit of the industry, our clients and our people.”

The CAA Sports is a diversified sports enterprise with global operations encompassing 18 divisions including property sales, brand consulting, media rights, executive search, venue development, and athlete representation. Since its inception the CAA Sports has completed more than $11 billion in new sponsorship business on behalf of its property clients and orchestrated precedent-setting naming rights agreements including the National Football League (NFL) team San Francisco 49ers’ 68,500-capacity Levi’s Stadium in Santa Clara, California, the National Basketball Association (NBA) team Golden State Warriors’ the 18,064-capacity Chase Center in San Francisco, California, and the NBA team Los Angeles Clippers’ 18,000-capacity Intuit Dome in Inglewood, California. The agency’s industry-leading sports media advisory practice has structured and negotiated more than $100 billion in media rights deals since its formation in 2010. The award-winning CAA Brand Consulting is currently advising, managing and activating on more than $4 billion in sponsorship rights deals on behalf of its global brand clients.

In 2017, the agency launched CAA ICON, the leading Owner’s Representative and strategic management consulting firm, which oversees the development, design and construction of major stadiums worldwide and the CAA Executive Search becoming the first major talent agency in the United States to build an executive search practice serving the sports, entertainment and the media industries. The agency most recently announced the launch of CAA Global Family Office Advisory to help support the unique complexities of generational wealth. Providing a level of strategic insight, cultural fluency and global connectivity that is unmatched in the industry the CAA Global Family Office Advisory helps the Family Office clients navigate structure and design, family governance and operational efficiencies and provides board, leadership, philanthropic and human capital advisory.

The CAA Sports represents more than 3,000 of the world’s best athletes in such sports as baseball, football, hockey, basketball, and soccer in addition to coaches, on-air broadcasters and sports personalities. For nine consecutive years the agency has topped Forbes’ Most Valuable Sports Agencies list with $14.1 billion in current active contract value under management and nearly $4 billion in client marketing revenues.

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