The 17th annual Sports Business Awards took place in Times Square, showcasing the diversity and excellence of the sports industry. The event recognized individuals and organizations from various levels who are making a significant impact on the sports landscape. From athletic directors to agencies, brand activations to breakthroughs, the ceremony highlighted a wide range of accomplishments in the sports business world.
One of the standout moments was when Chris Del Conte from the University of Texas was named Athletic Director of the Year. MKTG Sports & Entertainment took home the award for Agency of the Year, while U.S. Integrity was recognized for being the Best in Sports Betting. The Pop-Tarts Bowl was honored as the Brand Activation of the Year, and the PWHL received the Breakthrough of the Year award.
The McLendon Foundation was celebrated for its Celebration of Service, and Inter Miami CF signing Lionel Messi was named Deal of the Year. The NASCAR Chicago Street Race was recognized as the Sports Event of the Year, and Jessica Berman, NWSL Commissioner, was named Executive of the Year. SoFi Stadium received the Facility of
