Skip to content
MarketScale
‹ Back to IndustriesSports & Entertainment

Being Thankful for Sports in an Unusual Year

The fans remember the highlights but the franchises remember the technology, data, and inventions that powered their season. Host Tyler Kern sits down with the innovators, leaders and founders that are taking sports into the future Welcome to a very special Thanksgiving episode of Salary Capped – as always, I’m your host Tyler Kern and…

This story was produced through MarketScale. See how Sports & Entertainment teams put it to work with Events & Onsite Capture.

Share
Being Thankful for Sports  in an Unusual Year

Get featured

Want to get featured in MarketScale Sports & Entertainment?

Create a free MarketScale workspace and get your company's expertise featured across our Sports & Entertainment coverage. No credit card, no demo required.

Start free

The fans remember the highlights but the franchises remember the technology, data, and inventions that powered their season. Host Tyler Kern sits down with the innovators, leaders and founders that are taking sports into the future

Welcome to a very special Thanksgiving episode of Salary Capped – as always, I’m your host Tyler Kern and I hope you’re enjoying this time of year safely.

Obviously this has been an incredibly strange year for all of us – I’ll never forget sitting at Toyota Stadium in Frisco, TX on March 11th watching the USWNT take on Japan in the SheBelieves Cup with 19k other fans. Megan Rapinoe opened the scoring in the 7th minute off of a beautiful free kick from about 25 yards out. I took a video of the shot as it happened because I could just feel she was going to bury it. The shot was taken right in front of us, my wife went nuts, it was awesome.

But gradually the news started rolling in and my phone started blowing up, as news had broken that Rudy Gohbert of the Utah Jazz in the NBA had tested positive for COVID-19. The NBA immediately postponed their upcoming games – other sports quickly followed suit. And over the course of the 90 match, it quickly became clear this would be the last sporting event any of us would attend for a little while. But how long would that be?

Some sports initially postponed games and matches by 30 days, a figure which now appears laughably optimistic, but at the time it didn’t seem that crazy. We’ll get this thing under control, we’ll get players healthy again, and all will return to normal.

But here we are, some 8 + months later, having seen Lebron James and the Los Angeles Lakers win the NBA title, the Dodgers win the World Series, and the Tampa Bay Lightning hoist the Stanley Cup. Across the pond, Liverpool won their first premier league title, while Bayern Munich looked invincible on their way to winning the Champions League.

And without getting too sentimental about it, I think sports has played a major role in helping a lot of us stay sane during a year that seems to be doing all it can to drive us mad. Sports used to be a place that brought us closer together in terms of proximity – we had game watching parties, went to sports bars, and attended games with thousands of fellow fans. Now, we gather on Zoom calls and have endless running group chat threads to rejoice or mourn the fate of our chosen teams.

I understand the cynicism that exists in the minds of some about why sports went ahead and restarted, despite the fact that the U.S. has never gotten a handle on the pandemic. It’s a tough topic to tackle and one that I’m not going to wade into on here today.

But what I do want to say is that as thanksgiving approaches, I’m thankful for those in the sports industry who are working to make it a better place – whether by making it safer for fans to return to stadiums, or improving the fan experience in stadiums, arenas or at home, or building the next amazing facility. I hope we’ve learned to cherish the experiences that sports affords us, but also not forget the new ways we’ve found to engage with the games we love during this time. I think there’s room for both.

Let’s all look forward with anticipation to a better 2021, but until we get there, have a happy thanksgiving from the Salary Capped team.

Follow Along for a New Episode Every Monday!

Your experts belong here

Every story in MarketScale Sports & Entertainment starts with a company putting its venue operators, production crews, and partnership teams on the record. Buyers are already reading this topic. The only question is whose experts they find.

Rights holders and partners back the operators they know, and coverage is how they get to know yours.

Get your team featuredSee how it works15 minutes, straight to a calendar.

Follow Sports & Entertainment Insights

Get new expert content in your inbox.

Sports & Entertainment: are you visible to AI?

Before they reach out, Sports & Entertainment buyers ask AI engines which vendors to trust. Explore how your experts, customers, and partners can become useful content for buyers and AI search.

Free plan

You just read one Sports & Entertainment expert. Your company is full of them.

This article was produced through MarketScale. The same platform turns your venue operators, production crews, and partnership teams into the articles, video, and social content Sports & Entertainment buyers are searching for. Create a free workspace and see it with your own people. No credit card, no demo required.

NPS +73 · 1,000+ creators · 38+ countries

What you get, free

Your own MarketScale workspace, up to 10 people
One professional video edit a month for qualifying companies
Media requests to your crowd, remote recording, AI writing tools
$0, no credit card, nothing that expires

More Sports & Entertainment Insights

Serie A stays with CBS one more year, plans U.S. bid after World Cup

Serie A and CBS Sports exercised a mutual one-year option keeping the league’s U.S. rights on CBS Sports platforms through the 2026-27 season, Sports Business Journal reported, with most matches on Paramount+. Terms are believed unchanged from a 2024 renewal in the low eight figures, down from about $75M a year in 2021. The league plans to sell again after the World Cup.

  • 01Serie A's U.S. rights went from about $75M a year under the 2021 CBS deal to a low eight-figure renewal in 2024, according to SBJ, which described the drop as a significant financial haircut amid a softer market for European soccer rights.
  • 02The Bundesliga, represented by Relevent Sports under a 17-year partnership, is also in the market with its English- and Spanish-language U.S. rights beginning in 2026-27 after its ESPN deal expired, according to SBJ, while Serie A sells direct with no agency.
  • 03Serie A's Spanish-language U.S. deal with Fox Deportes has already expired, so a Spanish partner is an open item alongside the English package when the league returns to market after the World Cup.

Sep 19, 2026

The Mariners made 2026 digital shorts without an agency as MLB clubs bring video production in-house

The Seattle Mariners produced all four of their 2026-season video shorts in-house after decades with agency Copacino Fujikado, Sports Business Journal reports. Most MLB clubs now handle the bulk of video production internally. Zoomph values the Dodgers' 2025 team social output at $101 million in paid-ad equivalent, a benchmark for avoided spend, not revenue collected.

  • 01Zoomph's $101 million figure for the Dodgers is the estimated cost of buying the same reach with paid ads, so the right comparison for an in-house studio is avoided media spend against staff and equipment, not agency fees alone.
  • 02The edge MLB creative teams describe is access to talent from the minor leagues up, which means the in-house model transfers well to organizations whose creative staff sit near the people they film and poorly to those that don't.
  • 03Clubs look at whether a short can carry beyond a single post—feeding a giveaway, theme night, or ticket special—and use real-time fan reaction to judge concepts quickly. If it sparks those longer-life assets it’s more than a one-off, even if views are high.

Sep 18, 2026

MLS explores eight-figure presenting sponsorship ahead of 'MLS 3.0'

MLS explores eight-figure presenting sponsorship ahead of 'MLS 3.0'

Major League Soccer has retained London-based Altius8 to explore selling a league-wide presenting sponsorship, Sportico reported on September 18. Early talks have landed in the eight figures, which sources told Sportico would sit behind only the Apple and Adidas deals, and MLS says it won’t rename the league. The exploration comes as MLS prepares changes next summer to its calendar, playoffs and commissioner.

  • 01An eight-figure presenting deal would sit behind Apple’s $2.5 billion media agreement and Adidas’s $830 million extension through 2030—and ahead of other major league-wide deals—offering a rare public price band for a U.S. league-level asset.
  • 02MLS is deliberately splitting the European model: it wants the presenting-sponsor revenue LaLiga, Ligue 1 and Serie A collect, without putting a brand name in front of the league the way the Premier League did with Barclays until 2016.
  • 03The asset list is not fixed. Chief revenue officer Carter Ladd says there is no predefined package, so what a bidder gets, and whether the league-wide jersey patch is on the table, is being decided now.

Sep 18, 2026

Explore More Sports & Entertainment Insights

Read more expert perspectives from across Sports & Entertainment.

Browse Sports & Entertainment Hub

For B2B teams

Your experts could be publishing here

Stories like this one run on content MarketScale captures from real practitioners. See how your team's expertise becomes coverage in Sports & Entertainment and beyond.

Book a 15-minute demo

Or call us. No forms required. We pick up. 214-945-2512