Every March, the sports business community holds its breath waiting for one major announcement. This year, Sports Business Journal revealed the full list of nominees for its 19th annual Sports Business Awards, scheduled for May 20 at the New York Marriott Marquis Times Square. The selection process launched in January and proved more demanding than any previous edition, reflecting just how rapidly the industry has evolved since the awards debuted in 2008.
Women’s sports reshape the Sports Business Awards landscape
One storyline dominated the nomination process above all others : the explosive rise of women’s sports. Across multiple categories, the influence of female athletes, leagues, and intellectual property was impossible to ignore. What was once a footnote in the industry conversation has become a defining force in how brands invest and how media rights deals are structured.
In the Sponsor of the Year category, nominees like Amazon Web Services, AT&T, Delta Air Lines, Gainbridge, Home Depot, and State Farm reflect a clear trend — brands leaning deliberately into female athletes and women’s properties. The commercial logic is no longer theoretical; it is happening in real time.
The Team of the Year category made history this cycle. For the first time, two women’s sports franchises earned nominations alongside traditional powerhouses. The Golden State Valkyries and the Washington Spirit now sit on the same shortlist as Inter Miami CF, the Los Angeles Dodgers, Oklahoma City Thunder, Toronto Blue Jays, and 23XI Racing. That shift signals a structural change, not a passing trend.
The Sports Media of the Year nominees also reflected this momentum heavily. Media rights acquisition and coverage dedicated to women’s sports shaped the shortlist, with CBS Sports, ESPN, Fox Sports, NBC Sports, Prime Video, and Rogers Sports & Media all in contention.
| Category | Selected nominees |
|---|---|
| Team of the Year | Golden State Valkyries, Washington Spirit, Los Angeles Dodgers, Inter Miami CF, Oklahoma City Thunder, Toronto Blue Jays, 23XI Racing |
| Sponsor of the Year | Amazon Web Services, AT&T, Delta Air Lines, Gainbridge, Home Depot, State Farm |
| Agency of the Year | 160over90, Excel Sports Management, Octagon, GMR Marketing, Optimum, The Team, MKTG Sports + Entertainment, Genesco Sports Enterprises |
| Deal of the Year | ESPN/NFL Media, Mark Walter/Lakers, Rogers/MLSE, UFC/Paramount, Washington Commanders stadium, Aramark/Athletics ballpark |
Deals, breakthroughs, and the nominees competing across every category
Beyond gender equity milestones, the 19th Sports Business Awards nominations capture a genuinely turbulent year for transactions and innovation. The Deal of the Year category alone reads like a timeline of industry-defining moves. ESPN’s acquisition of NFL Media assets in exchange for equity reshaped how legacy football content will be distributed. Mark Walter’s majority stake in the Los Angeles Lakers redrew the ownership map of one of the world’s most valuable franchises. Rogers Communications securing a majority position in Maple Leaf Sports & Entertainment sent shockwaves through Canadian sports business. Meanwhile, the UFC locking in a media rights deal with Paramount and the Washington Commanders finalizing their return to D.C. with a new stadium agreement round out a shortlist unlike any other.
The Sports Breakthrough of the Year nominees show how boundaries are being pushed beyond traditional league structures. Contenders include the FIFA Club World Cup, San Diego FC, Sephora’s entry into sports, The CW network, and the U.S. Open Mixed Doubles Championship. Each represents a different kind of disruption worth recognizing.
For Sports Event of the Year, the nominees span disciplines and formats :
- 2025 World Series
- Canelo vs. Crawford
- Fanatics Fest NYC
- NFL Draft at Titletown
- NHL Stadium Series Tampa
The Sports Facility of the Year shortlist is equally competitive, featuring Crypto.com Arena, Lindner Family Tennis Center, MetLife Stadium, Petco Park, Progressive Field, and Spectrum Center. Each venue earned its place through fan experience upgrades, major event hosting, or significant renovation work completed during the judging period spanning March 1, 2025, through February 28, 2026.
Special honors, executives, and the recognition that closes the evening
While industry panels will decide winners across 13 categories, SBJ retains sole selection authority for two of the most prestigious honors. The Athletic Director of the Year finalists include Dan Bartholomae at Western Michigan, Scott Dolson at Indiana University, Mark Harlan at Utah, Kirby Hocutt at Texas Tech, and Candice Storey Lee at Vanderbilt. The Executive of the Year shortlist features Rick Cordella of NBC Sports, Michael Jordan of 23XI Racing, Jimmy Pitaro of ESPN, Mark Shapiro of TKO, and Mark Walter of TWG Global.
The evening will also honor two recipients outside the competitive categories. Soccer Without Borders receives the Celebration of Service Award, recognizing its community impact through the sport. More prominently, John Henry, principal owner of Fenway Sports Group, will be presented with SBJ’s Lifetime Achievement Award — a fitting tribute to one of the most influential ownership figures in modern sports history.
The Sports Business Awards night at the New York Marriott Marquis promises to reflect an industry that is faster, more competitive, and more inclusive than at any point in its history. The nominations alone tell that story clearly.