YouTube, NBA and cricket deals signal a seismic shift in global sports
Major changes are underway in global sports, with new deals and expansions reshaping football, basketball, and cricket. YouTube has secured a key partnership with Fifa for the World Cup, while the NBA moves closer to adding teams in Seattle and Las Vegas. Meanwhile, financial troubles threaten a football group owning clubs across three continents.
YouTube has become a preferred platform for the next World Cup under a fresh agreement with Fifa. The deal allows creators to promote the tournament more widely. Traditional broadcasters like the BBC and ITV will also stream the first ten minutes of every match on YouTube, with a select few games shown in full.
In basketball, the NBA's board of governors has voted to explore expansion into Seattle and Las Vegas. A final decision is expected by late 2025, with the new teams potentially starting play in the 2028-29 season. Commissioner Adam Silver acknowledged risks, such as diluted revenue and talent, but remains optimistic about growth. The WNBA's Cleveland expansion team has attracted new investors, including Monarch Collective, led by Kara Nortman and Jasmine Robinson. This comes as the NBA also prepares for its own European league launch in 2028. In cricket, a consortium featuring Blackstone and David Blitzer's Bolt Ventures has agreed a $1.8bn deal to buy the Royal Challengers Bengaluru franchise. Meanwhile, Pakistani fans continue to follow their team's struggles, with the FT's Humza Jilani describing losses to India as a painful but unavoidable tradition. Financial trouble has hit Eagle Football Holdings Bidco Limited, the majority owner of clubs in France, Belgium, and Brazil. Ares Management has filed to appoint administrators in London's High Court, raising questions about the group's future.
The sports world is seeing both growth and financial strain. YouTube's World Cup deal and the NBA's expansion plans point to new opportunities, while legal and financial challenges loom for some football groups. The next few years will bring significant shifts in how fans engage with major leagues and tournaments.
