Welcome to Sportico’s transactions wire, a weekly rundown of personnel, partnerships, products and purchases across the sports business industry.
PERSONNEL
Elevate Names Mike Kitts to President, Global Sales and Solutions
Elevate, the global sports and entertainment agency, announced that Mike Kitts will join the company as president, global sales and solutions. Most recently chief commercial officer of the Golden State Warriors, Kitts will lead Elevate’s corporate partnerships business as the agency continues to scale, particularly around major infrastructure and marquee projects for sports and entertainment clients.
TMRW Sports Taps Krouch for Role in Pro Flag Football League
TMRW Sports has added flag football legend Vanita Krouch for a key role building the player relations function for the new women’s and men’s professional flag football league being created in partnership with the National Football League. Krouch is a longtime quarterback of the U.S. women’s national flag football team and a three-time IFAF world champion. The announcement was made by Champ Kelly, senior vice president, operations, flag football for TMRW Sports.
Julie Haddon Appointed to Board of WTA Ventures
Julie Haddon has been appointed to the board of directors of WTA Ventures, the commercial arm of the WTA, established in partnership with CVC Capital Partners in 2023. She joins the WTA Ventures board following a period of strong commercial growth through partnerships with brands including Rolex, Accenture and Mercedes-Benz. Haddon was previously senior vice president of global brand and consumer marketing at the NFL, as well as the CMO and subsequently chief commercial officer at the NWSL. She most recently served on the board of directors of FuboTV.
Mike Kitts Joins Elevate as President, Global Sales and Solutions
Elevate, the global sports and entertainment agency, announced that Mike Kitts will join the company as President, Global Sales and Solutions. Kitts, most recently the Chief Commercial Officer of the Golden State Warriors, will lead Elevate’s corporate partnerships business, particularly around major infrastructure and marquee projects for sports and entertainment clients. Mike joins Elevate after more than 13 years with the Golden State Warriors, where he helped oversee sales, development, insights and revenue strategy across the portfolio. He also played a leading role in the creation of Chase Center’s Founding Partnership program, which brought together brands including Accenture, Adobe, Google Cloud, PepsiCo, United Airlines, Verizon and naming rights partner JPMorgan Chase.
PARTNERSHIPS
Athletic Brewing Partners With MetLife Stadium
Athletic Brewing Company, the nonalcoholic brewer, has been named a Proud Nonalcoholic Beer Partner of MetLife Stadium, the New York Jets and the New York Giants. As part of the agreement, fans can enjoy 19.2oz cans of Run Wild IPA and Upside Dawn Golden throughout MetLife Stadium. Athletic Brewing will be integrated throughout the game day and live entertainment experience through custom video board activations and interactive fan promotions.
Google Gemini Named Official AI Partner of Overtime Elite, Overtime Select
Overtime, the social-first sports media company, announced a partnership with Google’s AI assistant, Gemini, making it the official AI partner of Overtime’s basketball leagues: Overtime Elite (OTE) and Overtime Select. The multiplatform collaboration will integrate Google Gemini’s AI capabilities across broadcast production and social content, creating new ways for athletes, fans and analysts to experience the game.
Aunt Flow Partners With Columbus Clippers for Free Period Products
Aunt Flow has partnered with the Columbus Clippers, a Triple-A affiliate of MLB’s Cleveland Guardians, to provide free period products at their home field of Huntington Park. This makes Columbus the first city in the U.S. to provide free period products at all of its major sports venues: Huntington Park, Ohio Stadium, ScottsMiracle-Gro Field, Nationwide Arena, Historic Crew Stadium and the Schottenstein Center. Across the venues, Aunt Flow has now installed 165 period product dispensers.
Hard Rock Bet Partners With The Fort and Association of Pickleball Players
The Fort, the pickleball venue in Fort Lauderdale, Fla., and the Association of Pickleball Players (APP), owner and operators of the APP Tour, announced a strategic partnership with Hard Rock Bet. The marquee grandstand court is now the Hard Rock Bet Violet Court, and Hard Rock Bet is now the Official Watch Party Partner at The Fort Bar. Hard Rock Bet also serves as presenter of The Fort’s headline social events and The Fort’s biggest tournament of the year—the 2026 APP Tour Championships (December 3-6)—serving as both presenter and Official Sports Betting Partner of the APP Tour.
Paddletek Named Official Paddle and Ball Partner of Chicken N Pickle
Paddletek, a pickleball performance paddle brand, announced a new partnership with Chicken N Pickle, naming Paddletek the venue’s official paddle and ball partner. Guests at all 13 Chicken N Pickle locations can now demo, rent and purchase Paddletek paddles and balls on-site. The partnership is designed to make paddle selection easier by allowing players to compare equipment during on-court play. Guests will also have access to product for purchase through Chicken N Pickle. Throughout the year, Team Paddletek athletes will visit select Chicken N Pickle locations for instructional clinics, exhibitions, product demonstrations and community events.
Google Gemini Named Official AI Partner of Overtime Elite and Overtime Select
Overtime, the sports media company for next-gen sports fans, has partnered with Google’s AI assistant, Gemini, making it the official AI partner of Overtime Elite (OTE) and Overtime Select. The multi-platform collaboration will integrate Google Gemini’s AI capabilities across broadcast production and social content. Google Gemini will serve as a key component in assisting student athletes with their demanding schedules, in addition to delivering game analysis and creating content across OTE and Overtime Select throughout their respective seasons.
PURCHASES
World Jai Alai League Acquired by Investor Rob Gough
Entrepreneur and investor Rob Gough has acquired the World Jai Alai League, launching a long-term vision to modernize jai alai. Professional jai alai has been played in Miami since 1926, making 2026 its centennial in the city. At its height, jai alai was one of South Florida’s marquee live attractions, drawing five-figure crowds on Friday nights and establishing a deep connection to the city’s culture and sporting identity. Under Gough’s new ownership, World Jai Alai League will invest in an elevated live experience, enhanced broadcast production, premium storytelling, expanded digital content and a modern commercial platform built around its athletes, teams and partners.
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