Sports Ticker #150 – Marie-Louise Eta makes history and JPMorgan closes in on Olympic partnership - a speed read of commercial updates from the sports world

This fortnight marks the 150th edition of the RPC Sports Ticker – a huge heartfelt thank you to all of you for subscribing and reading this publication over the last 7 years.

To mark the occasion, we prepared a short video (here) with a few statistics from the Sports Ticker’s journey since we started in 2019. Thank you to our over 6,000 subscribers for your continued support. We look forward to the next 150 editions, and beyond. Here is the RPC Sports Ticker 150...

In a fortnight that saw I Am Maximus become the first horse to regain the Grand National since Red Rum in 1977, Rory McIlroy successfully defend his Masters title, and the Italy team fail to qualify for the FIFA Men’s World Cup for the third consecutive time, we bring you news of the first female head coach of a men's team in Europe’s top five football leagues, and the teenager who could be coming for Usain Bolt’s sprinting records.

As always, if there are any issues on which you’d like more information (or if you have any questions or feedback), please do let us know or get in touch with your usual contact at RPC.

Glass (Dugout) Ceiling Smashed: Eta’s Union Berlin mission
Marie-Louise Eta has taken charge of Union Berlin until the end of the season, making history as the first woman to manage a men’s side in one of Europe’s top five football leagues. The 34-year-old (currently also the youngest manager in the Bundesliga) continues to break new ground, having already become the Bundesliga’s first female assistant coach in 2023. The position is an interim one, with Eta set to take over the women’s team this summer. Eta faces a tough challenge, with Union Berlin managing just two league wins in 14 games. However, she embraced the opportunity, saying: “I’m incredibly proud the club has placed its trust in me at such an important moment. ... If we stay focused, support one another, and fight for every point, I’m confident we can turn things around and achieve what we need.”

Running the Numbers: JPMorgan closes in on Olympic programme
JPMorgan Chase is reportedly in advanced talks with the International Olympic Committee (IOC) to join its prestigious The Olympic Partner (TOP) programme ahead of the 2028 Los Angeles Games. The deal would provide a significant boost to recently appointed IOC president Kirsty Coventry, who inherited the challenge of a period of rebuild after Intel, Toyota and Panasonic withdrew following Paris 2024 (see Sports Ticker 124 for more on Coventry’s appointment). Established in 1985, TOP has seen revenues fall to $560 million last year, the lowest since 2020. In what would be a crucial boost to the IOC, JPMorgan would join eleven existing TOP partners including leading brands such as Coca-Cola, AB InBev and Samsung in deals worth tens of millions of dollars annually. If things go to plan, the agreement will begin prior to LA 2028, just in time for the Wall Street titan to be part of a home Olympic Games.

Lightning Strikes Twice? Teen sprinter Gout outpaces Bolt over 200m
18-year old Australian sprinter Gout Gout has further strengthened his growing reputation on the global stage after clocking 19.67 seconds in the 200m at the 2026 Australian Athletics Championships in Sydney. The performance made him the first Australian to break the 20-second barrier under legal conditions and is widely regarded as an under-20 world record, albeit in circumstances where a faster mark by Erriyon Knighton remains unratified. Remarkably, Gout’s time eclipses the 19.93 second run recorded by Usain Bolt at the same age. Having recently transitioned to full-time training, the Queenslander is now focused on his long-term development, opting to skip the Commonwealth Games to prioritise the World U20 Championships in Oregon this August. His recent performances suggest he is transitioning from a standout junior to a serious contender on the global sprinting stage. This future star’s career will be one to follow, if you can keep up.

A Golden Goal: UEFA sponsorship revenues reach new heights

As of next year, UEFA’s commercial revenues are set to jump by over 40%, meaning for the first time they will surpass the €1 billion-a-year mark. The forecast increase comes as a result of securing a host of premium global partners, including six-year deals with AB InBev and Pepsi as official beer and soft drinks partners. Elsewhere, UEFA has entered exclusive negotiations with Nike to end Adidas’ 25-year run as match ball sponsor. The news will be hailed as a success for the organisation’s newly appointed agency, Relevent Football Partners, which reportedly made significant changes to the sponsorship sales process. Part of these changes involved attracting new deals by creating four “elevated partner” positions, granting rights across all three UEFA competitions and exposure to over 530 matches each season.

A Big WHOOP Indeed: Fitness brand raises $575 million with backing of sports royalty

Fitness technology firm WHOOP has reached a valuation of over $10 billion following its recent Series G funding round, which raised $575 million. The fresh investment comes in part from commitments by global sporting superstars, including LeBron James, Virgil van Dijk, Rory McIlroy, and most notably Cristiano Ronaldo, who also serves as an ambassador for the company. Founder and chief executive, Will Ahmed commented, “Our raise brings together the world’s most sophisticated investors, leading health institutions, and iconic global athletes behind the mission to unlock human performance and healthspan.” WHOOP said the funding will be used to advance its technology and support global expansion as the company moves towards a potential initial public offering. Its strong position in the wearable technology sector - valued at over $110 billion in 2024 and forecast to reach $400 billion by 2030 - means some elevated heart rates will likely be recorded as investors hope to realise their potential returns.

Extra time...

…and finally, the Savannah Bananas are taking the internet by storm with the hottest new thing in sports content: Banana Ball. Started nearly 10 years ago by Emily and Jesse Cole, Banana Ball draws inspiration from WWE, SNL, Blue Man Group and Cirque du Soleil, incorporating baseball with crowd engagement, dancing and overall theatrics. A viral success online, the Savannah Bananas have over 200 million likes on TikTok and represent an entire Banana Ball league. The Savannah Bananas will be joined by the Party Animals, Firefighters, and Texas Tailgaters for a 39-game tour over 18 MLB and two American Football stadiums which kicks off this month, with expansion into the UK scoped on the horizon for their next potential home run.