Fanatics, AT&T Partnership

Fanatics, AT&T Partnership

April 9, 2026

AT&T and Fanatics Announce Strategic Five-Year Partnership, with AT&T Named the “Official Connectivity Provider of the Fan”
AT&T and Fanatics announced a five-year strategic partnership naming AT&T the “Official Connectivity Provider of the Fan,” focused on delivering enhanced digital access, rewards, and experiences across Fanatics’ sports platform ecosystem. The deal includes AT&T becoming an official partner of Fanatics Fest NYC, integration across Fanatics’ growing media and content portfolio, and expanded loyalty benefits such as enhanced status in Fanatics ONE and additional opportunities to earn FanCash for eligible AT&T customers. More broadly, the partnership is designed to combine AT&T’s nationwide connectivity infrastructure with Fanatics’ network of 100+ million fans and 5,000+ athlete/celebrity relationships to create new technology-driven fan engagement experiences nationwide.
^Fanatics

Bryson DeChambeau-led Group Acquires Sportsbox AI; Announces “SAMI,” the Next Generation of Agentic AI Coaching
A group led by Bryson DeChambeau acquired Sportsbox AI, a company specializing in smartphone-based 3D motion-capture and kinematic AI coaching technology for sports training. Alongside the acquisition, the company introduced SAMI (Sportsbox AI Motion Intelligence), an agentic AI assistant powered by Google Cloud that analyzes thousands of biomechanical swing data points and delivers personalized coaching feedback through conversational interaction. The move is part of DeChambeau’s broader effort to expand access to elite-level coaching via mobile AI tools, making advanced performance analysis available beyond professional players.
^{Business Wire}

US Bank inks NFL sponsorship in latest step of brand’s cultural evolution
U.S. Bank signed a multi-year sponsorship with the National Football League, becoming the league’s official bank and wealth-management partner as part of a broader effort to raise its national brand visibility. The deal follows the end of Visa’s decades-long financial-services sponsorship and reflects the NFL’s strategy of splitting that category into multiple new partnerships to increase revenue. As part of the agreement, U.S. Bank will support financial-literacy initiatives for players and serve as presenting sponsor of the Super Bowl Most Valuable Player Award beginning with future Super Bowls.
^{Marketing Drive}

ESPN scores second most-watched NCAA Women’s Final Four on record
The 2026 NCAA Women’s Final Four delivered the second-most-watched semifinal round since ESPN acquired rights in 1996, averaging 5.2 million viewers across the two games. The national championship between UCLA and South Carolina averaged 9.9 million viewers and peaked at 10.7 million, making it ESPN’s third-largest championship audience in that rights era and up 15% year-over-year. Individual semifinal matchups also saw strong growth, with South Carolina–UConn averaging 5.4 million viewers (+47% YoY) and Texas–UCLA averaging 5.0 million (+19% YoY).
^{ESPN Press Room}

Rays stadium votes pushed back to May, as questions grow about sales tax surcharge
City and county votes on public funding for a proposed $2.3 billion Tampa Bay Rays stadium have been pushed back to early May as officials continue negotiating the financing structure and key lease terms. A major sticking point is whether Hillsborough County can legally and politically use revenue from its 0.5% Community Investment Tax (CIT)—originally approved for infrastructure like roads, utilities, and schools—to cover roughly $437 million of the project’s cost. Because the tax is already earmarked for billions in other public projects, diverting funds to the stadium could force trade-offs elsewhere, making the delayed timeline partly about ensuring officials fully understand what they’re voting on before approving what could become one of the largest public subsidies for an MLB stadium ever.
^{Field of Schemes}

Colorado Rapids' brand refresh: here's what may change
The Colorado Rapids are considering a potential rebrand that could include updates to the club’s crest, colors, and other visual identity elements as part of an effort to strengthen connections with fans. Team leadership said the process is being guided by research and feedback through the “One Club, One Legacy” initiative, with surveys and focus groups shaping decisions about what should change and what should remain. Early results suggest fans largely support modernizing the crest while keeping key historic elements—especially the burgundy color and the Rapids name—as the club evaluates possible updates for a future rollout.
^{Biz Journals}

Pirates Sign Infielder Konnor Griffin To Nine-Year Contract Extension
The Pittsburgh Pirates signed rookie infielder Konnor Griffin to a nine-year contract extension through the 2034 season, signaling a long-term commitment to one of the organization’s top young players. Griffin, just 19 years old, recently made his MLB debut after being called up from Triple-A and quickly contributed offensively in his first few games. Team leadership said the deal reflects confidence in Griffin’s talent, character, and importance to the franchise’s future core.
^MLB

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Transfer Portal Chaos Began Amid Michigan’s Title Celebration
For the first time in men’s college basketball, the transfer portal opened during the national championship postgame celebrations, creating immediate chaos as teams shifted from celebrating to roster building. The timing is a result of a new NCAA rule setting the portal to open at midnight after the tournament ends, highlighting how the sport now operates like unrestricted free agency with constant roster movement. Coaches, players, and media were forced to quickly pivot, with over 1,000 players entering the portal within hours, underscoring how dominant and disruptive the system has become.
^{Front Office Sports}

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