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Talisman Insights 002 | Lewis to Ferrari, Sports Industry Consolidation, Web3 Spending Again

Opening Word

Welcome to our second edition of Playbook Insights - 002.

As we head into 2024, the sport industry outlook is set to remain strong economically, but not without seismic shifts. Brace for a revolutionary wave as sports organizations funnel investments into personalized fan data programs, crafting proprietary databases to elevate engagement. Generative AI, the new player in town, is set to redefine the game—expect groundbreaking applications spanning content creation, live coverage, player evaluations, sports betting, fan interactions, and streamlined back-office operations over the next 12–18 months. As the Paris Games unfurl, they promise to be the litmus test for the International Olympic Committee's "New Norm," potentially charting a course for the global sports stage.

In the collegiate arena, recent years have been a whirlwind of conference shake-ups and record-breaking NIL deals. As we enter 2024, the burning question is whether this marks the dawn of a "new normal" or if the storm of disruption is yet to peak. Get ready to navigate the dynamic currents of an industry that's not just playing the game but reshaping it entirely.

Welcome to a year where innovation is the MVP, and the Playbook is being rewritten in real-time.

The Grand Chessboard of Sports Consolidation in 2024

As we step into the heart of 2024, the sports and entertainment sector finds itself at the nexus of evolution, strategy, and bold transformation. The industry, known for its dynamism and constant pursuit of innovation, has witnessed a series of seismic shifts as major players engage in a game of consolidation and mergers. In this era where collaboration meets competition, three monumental unions have surfaced, reshaping the landscape of sports entertainment.

TKO at the NYSE

TKO | The Mega Merger of WWE & UFC

In a groundbreaking move, the worlds of professional wrestling and mixed martial arts collide as WWE and UFC join forces to create the ultimate powerhouse - TKO. This seismic merger promises a new era of sports entertainment, blending the scripted drama of WWE with the raw intensity of UFC. Brace yourselves for an adrenaline-packed experience that transcends the boundaries of traditional combat sports.

UFL Emerges | USFL & XFL Unite for Football Supremacy

In a game-changing alliance, the USFL and XFL have merged to birth a football behemoth - the United Football League (UFL). This strategic move aims to redefine the landscape of American football, offering fans an amalgamation of the best talent, innovative gameplay, and a fresh approach to the sport. Get ready for an electrifying season where the lines between traditional and alternative football blur.

PGA and LIV Golf | A Merger on the Horizon:

While the ink didn't dry by the December 31 deadline, the PGA and LIV Golf merger still looms large on the horizon, creating a buzz of anticipation. The golfing world is on the edge of its seat as these two giants explore uncharted territory. If the leaked details are any indication, 2024 could witness the birth of a golfing powerhouse that combines tradition with a modern, dynamic twist. Stay tuned for what could be a game-changer in the world of golf.

Anticipating the Rise of Crypto and Web3 Brands in 2024

As we embark on the journey through 2024, our gaze is fixed upon the horizon where the crypto industry, like a dormant giant awakening, is poised to usher in a new era. We predict the emergence of a fresh crop of Crypto and Web3 brands, rising triumphantly from the winter into the warm embrace of a more optimistic market (at least, like us, many hope so). The digital landscape is set to experience a rejuvenation, with optimism pulsating through the very fabric of the industry. At least this is what we are all hoping for.

In this era of rejuvenation, two pioneering partnerships between major football clubs and cryptocurrency platforms, Chelsea & BingX, and Bayern Munich with Bitpanda, stand as heralds of a broader uplift in the crypto realm. This is just the beginning - watch this space in 2024!

Chelsea & BingX | A Blue Revolution in Crypto Collaboration

Chelsea Football Club sends shockwaves through the sports world by teaming up with BingX in a groundbreaking crypto alliance. The Blues, known for their prowess on the pitch, are now making waves in the digital arena, setting a new standard for sports partnerships. Get ready for a blue revolution as Chelsea dives headfirst into the crypto sphere, rewriting the playbook for football clubs worldwide.

Bayern Munich Makes History with Bitpanda Crypto Pact:

Bayern Munich, a powerhouse in European football, etches its name in the annals of history as it embraces the crypto revolution. In a historic move, the club partners with Bitpanda, becoming the first-ever football club to dive into the realm of crypto trading. This groundbreaking collaboration not only reshapes the financial landscape of sports but also positions Bayern Munich at the forefront of innovation. Witness history in the making as the Bavarian giants redefine the game both on and off the pitch.

Igniting the Female Sports Revolution in 2024

In the dynamic world of sports, 2024 is witnessing an unprecedented surge in investments and breakthroughs for women's sports and athletes. From record-breaking media rights deals to historic attendance achievements and groundbreaking Name, Image, and Likeness (NIL) deals, the landscape is ablaze with opportunities and recognition for women in sports.

Caitlin Clark and Angel Reese

NWSL's Record-Breaking Triumph

The National Women's Soccer League (NWSL) takes center stage, securing a four-year media rights deal that shatters records. This monumental agreement propels women's soccer into a dazzling spotlight, setting the stage for a new era of recognition, representation, and celebration.

PWHL's Inaugural Roar

The Premier Women's Hockey League (PWHL) makes a resounding entry into the sports scene, launching its inaugural season with a bang. Beyond the on-ice action, the league achieves a historic attendance record, demonstrating that women's hockey is not just a sport but a cultural phenomenon demanding attention.

NIL Deals | Caitlin Clark & Angel Reese Pave the Way

In the collegiate realm, Name, Image, and Likeness (NIL) deals are booming, and leading the charge are women collegiate athletes Caitlin Clark and Angel Reese. These trailblazers transcend the boundaries of their respective sports, becoming the face of a movement that redefines the intersection between talent, endorsements, and empowerment.

Fantastic Reading



The successful bid for Riyadh Expo 2030 is poised to inject a staggering $94.6 billion into the Saudi economy, marking a pivotal moment in the region's economic landscape.




AI has become a transformative force across various sectors, and the sports industry is no exception. Over the years, AI has found its way into stadiums, training facilities, and front-office operations, revolutionizing the way we experience and manage sports. From enhancing player performance to personalizing the fan experience, the potential applications of AI in sports are vast and varied.

In the realm of sports, AI has seamlessly integrated into different facets, ranging from security enhancements to contactless checkout for fans. Athletes, coaches, trainers, and referees have benefited from AI's analytical capabilities, utilizing data to improve performance, refine scouting methods, prevent injuries, and ensure more objective officiating.




In a shocking turn of events, Formula 1 superstar #LewisHamilton has activated his break clause with Mercedes, signaling a monumental shift in the landscape of the sport. Hamilton's decision to join #Ferrari in 2025 has sent shockwaves through the F1 community, leaving fans and experts alike speculating on the implications for his career, Mercedes, Ferrari, and the sport as a whole.

Lewis Hamilton's move to Ferrari marks a significant chapter in his illustrious career. The seven-time World Champion has spent the majority of his F1 journey with #Mercedes, forging a successful partnership that has resulted in numerous championships.


The Year Ahead In Sports

Formula 1 - 24 in 24 | A record-breaking 24-race season promises heightened competition, innovation, and excitement, making it a landmark year for the sport.

Super Bowl in Las Vegas | The inaugural Super Bowl in Las Vegas, hosted at Allegiant Stadium, marks a historic event, adding the city's unique flair to the football spectacle.

Las Vegas Grand Prix | The second annual Las Vegas Grand Prix in 2024 builds on its successful debut, offering thrilling urban racing on the city's streets, blending glamour with Formula 1 adrenaline.

Paris 2024 Olympics | The upcoming Olympics in Paris will celebrate sports and international unity on a grand scale, set against the backdrop of the city's historical charm and iconic landmarks.

Euro 2024 |  Hosted in Germany, Euro 2024 promises a football extravaganza with top-tier talent, fierce rivalries, and passionate fan support, serving as a celebration of unity and sportsmanship.

UFC 300 |  Anticipated as a historic milestone in MMA, UFC 300 marks the 300th event in the UFC's history, bringing elite fighters together for high-stakes battles and a celebration of the sport's evolution.

Credit | FIA

The Closing Word

For this edition's, 'Closing Word' we want to pivot our narrative from punditry to pivotal questions.

1. How might teams, leagues, and associations strategically broaden their revenue streams and cultivate a more diversified portfolio, reducing dependence on media rights?

2. In pursuit of advancing their fan data programs to align with the evolving sports landscape, which collaborators should sports organizations consider partnering with?

3. Mega-events, such as the ICC Cricket World Cup, the Olympic Games, the Rugby World Cup, and the FIFA World Cup, stand at a crossroads. On one hand, the global community should host events fostering solidarity and fair play. Conversely, the increasing complexity and cost may be nearing a tipping point. 

What technological innovations can mega-event organizers employ to enhance accessibility, inclusivity, sustainability, safety, and excitement for athletes, attendees, and remote viewers? How can AI play a pivotal role in maximizing these positive impacts?

4. Reflecting on the multitude of conference changes and record-breaking Name, Image, and Likeness (NIL) deals, the recent years in college athletics have been marked by significant transformations. Is 2024 poised to establish a "new normal" for schools, athletes, and the National Collegiate Athletic Association (NCAA)? Or should we anticipate further disruption on the horizon?
If you would like to discuss these important questions with us please leave a comment and we will be very happy to engage.

Once again, thank you for reading and most importantly, for being part of our growing community.

Team Talisman

About Talisman™

Talisman is an award-winning global agency redefining sports, entertainment, gaming & Web3 partnerships across key industries and regions. With offices in  Dubai & New York City, Talisman thrives on unparalleled storytelling, reflecting the great brands and creative minds they have the pleasure of working with. With global resources and connectivity in key markets, Talisman has won prominent industry awards for executing groundbreaking partnerships & activations across sports & gaming.