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Volume 22 No. 32
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Sports Breakthrough of the Year

Photo: @DrinkBodyArmor / Twitter


BodyArmor burst onto the scene thanks to its deals with the UFC and Penske and by becoming the official drink of the NCAA Tournament. The sports drink company also secured major investments from Coca-Cola (and Kobe Bryant) and pushed a massive marketing campaign featuring stars such as James Harden and Mike Trout.

Photo: getty images

MGM Resorts

The company seized its moment in sports in dramatic fashion by signing official gaming partnerships with the NBA, NHL and Major League Baseball after the Supreme Court struck down the federal prohibition on sports betting. It also signed on as the official gaming partner of the New York Jets.

Photo: getty images

Minor League Baseball: Copa de la Diversión

MiLB’s Hispanic fan engagement initiative featured 163 Copa-themed games across 33 clubs with retail sales of licensed merchandise via ballpark and online team stores far exceeding preseason goals.

Photo: Courtesy of LAFC

Los Angeles Football Club

Even in a crowded L.A. market, LAFC captured the attention of local fans in its inaugural season in the new $350 million Banc of California Stadium. The team saw record-breaking merchandise and season-ticket sales for an MLS club in its first season.