Tiger Woods’ Split with Nike to Peloton hits TikTok.

The Takeaway is Trippant’s round-up of essential stories on communications trends in sport, entertainment and experience.  

This week: Tiger Woods and Nike part fairways, David Nugent joins The Story Board, Two Circles sells big, Peloton hits TikTok, Ayo Edebiri remembers the assistants, football remembers ‘Der Kaiser’, and much more.  

Golf and SportBusiness on Tiger Woods’ break from Nike

After 27 years, one of the few truly iconic sports endorsement partnerships is over. Tiger Woods and Nike have parted, teeing off several rounds of golfing nostalgia.    

The 48-year-old’s relationship with Nike has encompassed all the many highs and assorted lows of an extraordinary, historic career. For much of that time, it was also the absolute core of Nike’s golf business, so speculation about its plans in that space is inevitable.  
Woods will have plenty of options of his own –  a cheeky LinkedIn job listing from TopGolf Callaway could prove a hint, or a red herring.  

The FT on the race to fill Europe’s football stadiums

Few sporting environments are wealthier than European football but with the TV rights market slowing, the push for growth is heading into other areas. 

For clubs like Real Madrid, stadium infrastructure has become an attractive, albeit complex investment option, sparking competition for financing and the kind of headline acts and experiences that can fill venues away from matchday. 

The Guardian on privacy worries in the NBA

For years, the NBA has won plaudits across the sports industry as an athlete-centred, forward-thinking league with a bold approach to digital media. 

Yet growing interest and the high visibility of players has cracked open a conversation about boundaries, with Garrett Temple, vice president of the NBPA players’ union, joining stars like Kevin Durant in voicing concerns about breaches of privacy and of the locker room in a gossip-focused reporting culture. 

David Nugent joins The Story Board

Trippant’s podcast series, The Story Board, is back for 2024 with another conversation about communication and other professional challenges. 

David Nugent is the co-founder and CEO of sports tech consultancy Next League, a young company boasting years of experience in a fast-moving sector. He talks to Trippant head of content Eoin Connolly about the journey so far, pitching the vision internally and externally, and the value of diverse experiences in team-building.

Two Circles sells to Charterhouse

One of the biggest sports marketing success stories of the last decade has entered a new chapter. 

UK-headquartered firm Two Circles has been sold by Bruin Sports Capital to Charterhouse Capital Partners for a reported £250 million. Two Circles co-founder and CEO Gareth Balch will remain in post, having overseen continued rapid growth at the fan data-led agency, while Bruin will exit with a handsome return on its investment. 

Bonus listening: Two Circles co-founder Matt Rogan talks to The Story Board

Sportico on the NFL’s conquest of TV

The NFL heads into its postseason knowing that the games to come will be the most-watched TV events of 2024. Last year, the league posted 93 of the 100 biggest live US TV audiences; college football, the Oscars and the State of the Union address accounted for the other slots. 

And while nothing can match the NFL’s domination in the UK, live events still proved a huge draw across the Atlantic. Consolidated viewership figures – which include streaming audiences up to a week after initial broadcast – found strong showings for occasions like the coronation of King Charles III and a valedictory Glastonbury appearance by Elton John, though there was also room near the top of the rankings for original series like Happy Valley.   

The Verge on the best of CES

The Consumer Electronics Show (CES) was back in Las Vegas this week, giving the world its customary early-year glimpse of a future that may include rolling robot projectors and transparent televisions. 

But whatever the buzz created around modular electric vehicles and phones with e-ink screens, Apple still felt more than capable of making headlines on its own terms – drawing attention away from CES with a launch date and other details for its top-end Vision Pro AR headsets.

CNN on Peloton’s TikTok partnership

Ever since crashing from the fever dream of its pandemic-era overvaluation, connected fitness brand Peloton has been trimming and rationalising its operations, building its consumer offering around subscription classes and culture as much as expensive in-home equipment. 

Now, it has entered the next phase of that strategy, agreeing a deal with TikTok to build the profiles of its coaches on the platform. 

Elle on Ayo Edebiri’s big thankyou

The Bear’s Ayo Edebiri was a richly deserved winner of the Golden Globe for Best Performance By An Actress In A Comedy Series, and as she received her award, the 28-year-old was eager to give more credit where it was due. 

Edebiri used her acceptance speech to thank the assistants of her agents and managers, delighting parts of the creative industries where hard work can sometimes go unseen and undercelebrated. 

The Guardian on Tom Scott’s YouTube departure
For ten years from 1st January 2014, Tom Scott (not the Trippant CEO) began posting weekly videos to YouTube, introducing and explaining topics as far-ranging as ‘Pegasus crossings’, zero-gravity flights and cryonics. 

Last week, however, the Things You Might Not Know series ended in a post shared by Scott to his 6.38 million subscribers. The decision to call it quits, he says, is partly about going out on top, but his experiences also indicate the challenges for creators of building businesses at the mercy of the algorithm. 

The Athletic and The Independent on the Beckenbauer legacy

As the only man to complete a unique Fifa World Cup treble – winning as a player and coach before leading a successful bid to stage the tournament in his home country – Franz Beckenbauer was always going to leave a huge mark on football. 

But ‘Der Kaiser’s’ death this week at 78 has drawn countless reflections on just how layered and far-reaching his influence came to be – from his transformative impact on playing style and the fortunes of Bayern Munich to his sometimes complex personal life and business dealings. 

He was a singular presence in German football and, as the last of a generation of stars forged in the sport’s globally televised rise, his passing brings the end of an era.

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