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Raiders Owner Mark Davis buys WNBA Aces franchise....MLS Impact rebrand as CF Montreal after two-year process....Lions hire Rams' Brad Holmes for GM position

Raiders' Mark Davis Acquires WNBA Aces From MGM Resorts

By Ben Fischer and John Lombardo

Raiders Owner Mark Davis has agreed to acquire the WNBA Las Vegas Aces from MGM Resorts Int’l, staking out new ground in his adopted market and buying into the WNBA in a time of growth. The deal is still pending approval from the WNBA BOG. Financial terms were not disclosed. This marks the second time in just over three years the franchise has been sold, coming after MGM bought the franchise -- then known as the San Antonio Stars -- in '17.

The WNBA is on something of a hot streak, posting a 68% viewership growth during the well-received '20 “wubble” season, thanks in part to a greater commitment from ESPN. It also reached a long-term CBA with the WNBPA one year ago, and is still under relatively new leadership with Commissioner Cathy Engelbert completing her first full season in ‘20.

Impact Rebrand As CF Montreal, Completing Two-Year Process

By Mark Burns
CF Montreal

Montreal Impact are now CF Montreal after nearly a two-year rebranding process that came to fruition this morning during a virtual announcement with club Owner Joey Saputo and President Kevin Gilmore, among others. "I love the Impact. It's hard to let go of things you love. But here's the reality. To make an impact we need to retire the Impact,” Saputo said during the announcement. Gilmore told THE DAILY that the MLS club “needed to reflect our city and its people,” which he called “one of the most diverse and inclusive places in the world.”

Gilmore said, “The goal is to closely tie our brand and our identity to the city, to the people who founded the city, to the people who’ve come to the city aware of the opportunities and openness and inclusiveness that they find here,” he added. “And that resonates not just with our fans and helps even strengthen their bond to our club, but also with people who have pride in the city.” The team’s new motto is “Droit Devant,” which translates to “Always Forward.” The new typeface is Neue Montreal Bold.

Justin Kingsley and Paul Labonté, the team’s co-Creative Dirs, spearheaded the rebranding efforts along with Montreal’s internal marketing department. No agency was involved in the creative process.

Lions Name Rams Up-And-Comer Brad Holmes New GM

The Lions have hired Rams Dir of College Scouting Brad Holmes under a five-year contract. Holmes to date has "spent his entire NFL career with the Rams," starting as a PR intern in '03, joining the scouting department as an intern months later before he "worked his way into position to run the team's past eight drafts." Holmes joins Bob Quinn, Martin Mayhew and Matt Millen as "first-time GMs the Lions have hired in the past two decades." He is "expected to team" with Owner Sheila Ford Hamp, President Rod Wood and adviser Chris Spielman to pick a new Lions coach (DETROIT FREE PRESS, 1/14).

NFL Network’s Ian Rapoport noted Holmes' "meteoric rise," saying, “This was a name a couple of months ago no one had really heard of ... and he went to Detroit, had an unbelievably impressive interview.” NFL Net’s Tom Pelissero said this hire and the Falcons' potentially naming the Saints' Terry Fontenot their next GM are “notable" at a time that the NFL is trying to "promote upward mobility for minority candidates” (“NFL Now,” NFL Network, 1/14).

MLB Hires Former Cubs Exec Theo Epstein As Consultant

MLB hired former Cubs President of Baseball Operations Theo Epstein as a "consultant regarding on-field matters." Epstein also will serve on MLB's Competition Committee and "work with baseball analytics experts" to "determine the likely effects of various rule changes." Epstein stepped down from his role with the Cubs last November. At the time, Epstein "expressed interest in owning an MLB team one day." But for now, Epstein will have a "direct line" to Commissioner Rob Manfred and have a "significant voice in potential rule changes" (NBCSPORTSBOSTON.com, 1/14).

Devils Partner With Australia-Based Sportsbook PlayUp

By Bill King

Sydney-based sportsbook PlayUp will attach its brand to the Devils' in-arena studio and a main concourse betting lounge at Prudential Center as part of a multiyear sponsorship deal signed ahead of the betting site’s planned launch in New Jersey next month. The Devils open their season tonight. Granted a license to operate in the state earlier this week, PlayUp joins a Devils sportsbook sponsor portfolio that also includes Caesars Entertainment and Unibet. It gained access to New Jersey through an agreement with Freehold Racetrack.

The betting lounge replaces one that operated for the last two seasons under the William Hill brand, which did not renew its expiring deal after it was purchased by Caesars late last year. Caesars sponsors a Prudential Center premium club. Along with branding the studio that will open when fans return, PlayUp will sponsor a team-produced pregame show available on Devils digital platforms. The sportsbook also gets TV-visible logos on-ice and on dasherboards, as well as virtual signs in broadcasts.

"It was very important to them to build a synergy between their product, their app, and that consumer who is going to be viewing us online and digitally," said Harris Blitzer Sports & Entertainment Senior VP/Corporate Sponsorships Adam Cross. "They’re going to be the presenting partner of the studio. And all the content that we’re pushing out is going to be promoting PlayUp." PlayUp also has secured access in Colorado, though it has not launched there yet. Headed by U.S. CEO Laila Mintas, PlayUp announced completion of a $25M funding round in November. Mintas previously chaired the advisory board for sports betting platform startup Bet.Works and as deputy president of Sportradar US.

OWL Unveils New Format For '21 Season Starting In April

Overwatch League will have a new format for its '21 season that begins in April, with teams "divided into two groups: East and West." Instead of a traditional regular season, teams will play in "regional qualifier matches that will seed teams for the four standalone tournaments." All regular-season matches will count towards qualification for the '21 playoffs, but "only the top teams will qualify" for the four main tournaments. Matches will still be played online, but the league "will be using a new tool that establishes minimum latency connections" (ESPORTSOBSERVER.com, 1/14).

Want more esports? Check out SBJ's special esports landing page

PLL Keeping Barnstorming Model Following MLL Merger

Premier Lacrosse League Founder Paul Rabil said that the PLL is "planning on returning to a tour-based model this summer" after its MLL merger. The PLL's third season will begin June 4, with the title game scheduled for Sept. 19. Over three and a half months, the PLL "will have games on 11 weekends, including three postseason weekends and an All-Star weekend." Specific game sites and locations are "expected to be released in the coming months." The PLL this week "officially rebranded the MLL’s Boston Cannons as Cannons Lacrosse Club, marking the eighth team in the league and the second consecutive year of expansion" (SI.com, 1/14).

Heineken To Sponsor Austin FC As Official Import Beer

By Mark Burns

Austin FC reached a multiyear sponsorship with Heineken, which now will serve as the club’s official import beer. The deal, which includes on-site activation and branded viewing parties at the team’s new stadium, begins with the club’s inaugural '21 season. Intersport helped to secure the deal. The beer has been the official beer of MLS since '14.

Golden Knights, Islanders Reveal Helmet Sponsors

Credit One Bank and Allegiant have reached a "season-long helmet entitlement partnership" with the Golden Knights: Credit One Bank on home helmets and Golden Knights helmets on the road (Golden Knights).

Golden Knights

Meanwhile, the Islanders named existing sponsors UBS and Northwell Health their helmet branding partners for '20-21 (Islanders).

Islanders

UPDATE: Northwell Health will be on the Rangers’ helmets for all practices this year (THE DAILY).

Check Out This Week's Sports Business Journal

Don't miss this week's issue of SBJ. The NHL hits the ice this week with a fresh start -- ad space on helmets, limited fans and big TV plans. Our preview section looks at the reimagined opportunities for the league and its partners. Also this week: Our '21 class of Champions is announced; sports still dominated '20’s top 100 TV shows; and data/analytics driving decisions in '21.

If you’d like to receive the print issue at your home office, update your delivery address at any time within your account settings here. If you have questions about how and where to receive your print copy, email help@sportsbusinessdaily.com

Speed Reads....

The Univ. of Virginia women’s basketball program is "opting out of the rest of the 2020-21 season due to health and safety concerns." UVA follows Duke, which in December "became the first ACC program to make the decision" (Charlottesville DAILY PROGRESS, 1/14).

The Atlantic 10 will be moving its men's tournament from Barclays Center to "one of its member campuses -- although they haven't yet decided which one" (TWITTER.com, 1/14). 

Food delivery service Grubhub signed on to sponsor the League of Legends Championship Series, and it will be a presenting sponsor of the LCS Championships (ESPORTSOBSERVER.com, 1/14).

The Hawks' State Farm Arena became the first sports and entertainment venue in the country to become Sharecare Health Security verified. This verification process and platform was developed by digital health company Sharecare, with the support of CAA ICON and Oak View Group (Hawks).

Pro Football HOFer Brett Favre will star in online sports wagering platform TwinSpires' new brand campaign. The new campaign will begin rolling out next week (TwinSpires).

Quick Hits....

“Doesn’t everyone finally want to play here?” -- CNBC’s Jim Cramer, on the Nets bringing James Harden to Brooklyn (“Squawk Box,” CNBC, 1/14).

"In some parts of the world, particularly in Asia, I think we’ll hopefully see some live events. Whether and when it’s safe to do that in the U.S., I don’t know right now. Obviously, it’s not really today" -- Activision Blizzard VP/Overwatch Esports Jon Spector, on when live esport events will come back (WASHINGTON POST, 1/14).

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Daily Download....

Longtime Red Sox and NBC baseball broadcaster Curt Gowdy will be featured on the next edition of MLB Network’s "The Sounds of Baseball" tonight at 7:00pm ET. Bob Costas and Tom Verducci will co-host the telecast.