Good afternoon, here’s what we’re following at SBJ Today:
NYC Marathon in starting blocks for 50th anniversary celebration Sources: PGA Tour, Visa on verge of massive sponsorshipBrewers clinch first World Series in franchise history in a win for small marketsPlus: ‘Inside the NBA’ celebrates Ernie Johnson after announcement of his final season, David Berson sets leadership team within new Skydance Global Sports Group, Sports Illustrated Tickets creates resale platform and more
Start your morning with Buzzcast with Austin Karp: The Brewers take home the franchise’s first World Series title, Genesco Sports lands the Farmers Insurance, Concacaf takes commercial sales in-house and more. Listen >>
THE BIG STORY
The 2026 New York City Marathon is celebrating its 50th year as it closes in on Sunday’s race. Anadolu via Getty Images
Marketing and sponsorship plans for the TCS New York City Marathon on Sunday are in their final quarter-mile sprint, writes SBJ’s Terry Lefton, as parent nonprofit New York Road Runners is boasting a record 60,000 runners this year in what remains the world’s biggest marathon. The event had a record 59,226 finishers last year.
The 50th anniversary of the NYC Marathon will move across all five boroughs as it has since 1976. NYRR’s newest brand effort, “Believe in Every Step,” will debut its first TV ad within the marathon telecast, which is shown locally by WABC-TV and nationally on ESPN2 and the ESPN app.
Also new to the marketing side this year is “50 Years Through the Five Boroughs,” a four-day marathon activation in Grand Central Terminal’s Vanderbilt Hall on Oct. 27-30 from 8am-7pm ET that will include a replica of the course and experiential ties themed to each borough and linked to sponsors: Queens sponsored by TCS; The Bronx presented by online travel marketplace GetYourGuide; Brooklyn sponsored by payroll employee benefits and HR online platform Justworks; Staten Island presented by Volvo with the EX90 official pace car; and Manhattan with Shake Shack sponsoring.
5 STORIES WE’RE WATCHING
1. Sources: PGA Tour, Visa on verge of massive sponsorship: Financial terms were unavailable, but sources expected the deal would be in the high-eight figures annually over multiple years, which could put it on par or even more than Visa’s sponsorships of FIFA for the World Cup or the IOC.
2. Brewers clinch first World Series in franchise history in a win for small markets: Milwaukee became the first small-market franchise to win the Fall Classic since the 2015 Royals with a 4-1 victory Wednesday night over the Rays. Miller Lite is celebrating the Brewers’ title with limited-edition cans filled with the beer that was being brewed in Milwaukee the moment the team clinched.
3. ‘Inside the NBA’ celebrates Ernie Johnson after announcement of his final season: Wednesday night’s edition of “Inside the NBA” on ESPN opened with host Ernie Johnson explaining his decision to leave the show at the end of the season, with co-hosts Shaquille O’Neal and Kenny Smith offering words of appreciation and Charles Barkley holding back tears.
4. David Berson sets leadership team within new Skydance Global Sports Group: Jeff Gerttula is taking on the new role of EVP and managing director; Bleacher Report GM Bennett Spector will join Gerttula’s team and continue to oversee B/R and House of Highlights; and WBD SVP/Digital League Business Operations, Growth and Innovation Yang Adija also will join Gerttula’s team.
5. Sports Illustrated Tickets creates resale platform: SeatH, which will first focus on NFL tickets before expanding to more sports, seeks to eliminate the fan pain point of selling their tickets by broadening reach to other major platforms and automating pricing.
ON THE MOVEThe MLB Players Association named Michael White as Interim CFO. Tatia Mays-Russell had been the MLBPA CFO since July 2020, though it is unclear why she left. White had been VP/finance and operations for the union’s business arm, MLB Players Inc., since May 2025 (Mike Mazzeo, SBJ).Bruins owner Jeremy Jacobs named his son, CEO Charlie Jacobs, as the team’s governor. Jeremy Jacobs had represented the club on league matters as the team’s governor since he bought the team 51 years ago. Jeremy Jacobs relinquished his role of chairman of the NHL Board of Governors in September, ceding the spot to Capitals owner Ted Leonsis (Boston Herald). Former Lucasfilm president Kathleen Kennedy was tapped to replace Peter Rice as head of ceremonies and content for the LA28 Olympic and Paralympic Games. LA28 confirmed that Rice, who is taking over as Netflix’s chief content officer, will stay on as executive producer (Hollywood Reporter).The Japan Football Association announced that VP Takeshi Okada has resigned before the end of his term. Sources said that he departed due to dissatisfaction over several issues involving FIFA at this summer’s World Cup, as well as the JFA’s response (Kyodo News).NAMES IN THE NEWSThe Dan Marino Foundation, Pro Football HOFer Dan Marino and his wife, Claire, are integrating the organization into the Community Foundation of Broward through a permanent, multimillion-dollar endowment, the Dan Marino Foundation Fund (South Florida Business Journal).Issaquah Mayor Mark Mullet and former Mariners broadcaster Rick Rizzs unveiled the new street sign “Rick Rizzs Road” during a dedication ceremony Tuesday afternoon at Issaquah Little League’s Dodd Field (Seattle Times).HOT READS
USA Today went with the header, “Miami wants some Big Ten or SEC smoke. Good luck with that.” It is no secret Miami would consider leaving the ACC for greener pastures. University President Joe Echevarria recently revealed that the Hurricanes are not only thinking about the Big Ten or SEC but also going independent, as all situations could generate more media revenue. But joining one of those conferences could also result in a worse record.
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