Leeds United walked back comments from Chairman Paraag Marathe regarding the potential implementation of dynamic ticket pricing at Elland Road. A club spokesperson quickly confirmed there are no current plans to introduce AI-driven pricing models, even as the organization prepares to expand the John Charles Stand by roughly 10K seats and the Don Revie Stand by nearly 5K seats. Despite the official denial, The Athletic’s Beren Cross notes Marathe initially pitched the concept at Leaders Week London as a method to maximize matchday revenue while rewarding loyalty. Cross: "Off the pitch, something I’ve been thinking about is pricing tickets in the stadium, doing dynamic pricing, similar to how the airline industry does it. Not just to maximise price, but if there’s a way to truly dynamically price based on your supporters — how frequently they go and how much they transact and interact with the club — we can make it more affordable for those folks or certain seats where it’s a little bit more of a hospitality corporate area." (link)

Bayern Munich signed two separate AI partnership agreements over the summer, highlighting a shift toward slicing the emerging technology into distinct sponsorship subcategories, Next League Chief AI and Innovation Officer Shripal Shah explains. Alphabet’s Gemini became the club's Official Consumer AI Partner to deliver fan-facing experiences, while Wonderful signed as the Official Enterprise AI Partner to integrate AI assistants into internal ticketing and operational systems. In an article for JohnWallStreet, Shah points out that the rapid division of the category mirrors broader European activity, including Premier League deals where IFS, Temporal, and Legora secured jersey sponsorships tied to enterprise and legal AI deployments. Shah: "U.S. rights owners still on the AI sponsorship starting line should first define potential areas of exclusivity. Signing an ‘Official AI Partner’ deal with loosely defined boundaries will close the door to conversations that haven’t started yet. Define those rights by function rather than vendor, then determine what each partnership is worth. ... Failure to align on performance metrics leaves the partnership’s value open to interpretation and puts the likeliness of a renewal at risk." (link)

Reading FC appointed Stuart Fenton as the first Head of AI at an English soccer club to drive organizational efficiency and performance as part of a rebuilding effort under owner Rob Couhig, according to SportsPro's Eoin Connelly. Operating out of League One, the club is deploying AI across ground maintenance, academy operations, fan personalization via its One Royal subscription, and talent identification using Marquee machine-learning models. Reading also established an AI Centre of Excellence in partnership with regional tech partners Nvidia, Lenovo, and Stelia, hosting an AI in Football Summit with European clubs including PSG and Ajax. Fenton says of the club’s overall AI integration: "We are human-centric, data-fueled. That is the mantra we have across the club. AI will never make the decision for us. People are in control of their own destinies; they can do things how they want. It will never make the decision. We try to empower people with as much information as possible, and how they use that’s up to them." (link)

Meanwhile, McDonald's and Walmart have issued public statements denying the use of AI and digital shelf labels to implement dynamic or personalized pricing strategies, according to Retail Brew's Alex Vuocolo. Following a Reuters report detailing an ongoing class-action lawsuit over a McDonald's AI pricing recommendation tool, the fast-food chain released a statement clarifying that its technology provides optional data insights to franchisees rather than setting algorithmically determined menu prices for individual consumers. Walmart EVP of Corporate Affairs Dan Bartlett published an open letter challenging claims made by Groundwork Collaborative CEO Lindsay Owens, who previously analyzed a decade of the retailer's patents to allege the company intends to use technology to track customers and personalize pricing. Walmart maintained it prices products rather than people, prompting Owens to counter: “The confusion around Walmart’s pricing practices is of its own making. Walmart says one thing in its damage-control letters to customers, another to its investors behind closed doors, and a different thing entirely to the United States Patent and Trademark Office.” (link)

Coca-Cola’s relaunched Mr. Pibb recorded volume growth of more than 20% during Q2 2026, driven largely by “zillennial” consumers seeking its caffeinated spicy-cherry profile, according to Marketing Dive's Chris Kelly. The soda brand, which operated as Pibb Xtra for over two decades before returning to its original branding last fall, was recognized by Morning Consult as 2026’s fastest-growing brand after adding 4M households and increasing purchase consideration by over 11 percentage points. Looking ahead, Coca-Cola plans to build on the momentum by partnering with a third-party delivery service for late-night sampling occasions and introducing an intentionally misspelled "Mr. Pibb Black-Current" flavor in spring 2027. (link)

Another win for Coca-Cola as KFC will replace PepsiCo with Coca-Cola as the primary beverage supplier across its U.S. restaurants beginning in January. The transition severs a decades-long domestic partnership that originated before PepsiCo spun off KFC, Pizza Hut, and Taco Bell into Yum Brands in 1997. PepsiCo will retain its supplier contracts with KFC International and Taco Bell, two divisions currently outpacing the U.S. chicken chain in growth. PepsiCo CEO Ramon Laguarta previously acknowledged his company is losing ground in the soft drink sector, a trend reflected in recent account losses with Marriott and Costco, despite adding Subway. (link)

Sports venue developers are increasingly utilizing immersive experience centers to visualize future venue projects and drive sales. Recent projects by the Tampa Bay Rays, Las Vegas A's, Jacksonville Jaguars, Tepper Sports & Entertainment, and Cleveland Browns feature tech designed by Advent, specifically highlighting its Immersive Cube—a solution that places LED screens across the floor, walls, and ceiling to drop viewers directly into future venue designs. Advent SVP/Strategic Solutions John Downie says integrating the technology with client CRM systems enables personalized visits by showcasing specific games fans previously attended and tells SBJ’s Ethan Joyce: “We are working on some really interesting evolutions of the Cube. Because, as a storytelling tool, to put you in a space so that you can see firsthand the vision of what a team is asking you to be part of, or a brand is asking you to be part of, there are other levels to that.” (link)

More Facility Features…

➤ SL Benfica opened the new 160-capacity Emirates Lounge premium hospitality space at Estádio da Luz, expanding a sponsorship agreement with Emirates that extends through 2029. The non-matchday corporate event space and culinary project follows broader club initiatives to modernize the stadium footprint, including a proposed €220M masterplan designed by Populous and Saraiva + Associados to expand venue capacity from 68,100 to 80,000 seats. VP José Gandarez: "It’s a different experience for those who want to watch the game in a different way. In the space of 15 to 20 days, we sold out all the seats in this lounge. It’s very relevant and means that Benfica has an international dimension, because a brand like Emirates wanted to maintain its connection with a club in Portugal, and we are the only club. (link)

➤ Kraft Sports + Entertainment has opened the 15,000-square-foot JetBlue Loft at Gillette Stadium, a premium hospitality space that will host the Patriots Tailgate Party presented by Bud Light on game days and private corporate events year-round. The climate-controlled venue features a 62-foot bar, nearly two dozen televisions, a 59-foot-wide feature screen, and VIP amenities including an all-inclusive buffet and hosted bar. The tailgate package operates from two and a half hours before kickoff until 30 minutes prior to the game. The new area is part of an extended partnership keeping JetBlue as the official airline of the New England Patriots, New England Revolution, and the stadium. (link)

➤ Aramark Sports + Entertainment has deployed 39 VisioLab AI self-checkout units across six concession markets at South Carolina’s Williams-Brice Stadium. (link)

Revenue intelligence platform Gong Labs analyzed over 120M sales calls to determine how buyer participation impacts deal success, according to Revenue Brew's Layla Ilchi. The data indicates that four in 10 participants in buying groups remain silent during pitches, with the probability of silence scaling along with group size. Calls featuring four to six buyers see a 38% silence rate, which jumps to 43% for groups of seven or more. Active participation correlates directly with higher close rates, as deals with a single active buyer voice close at 56%, compared to 87% when four or more buyers engage. Individual contributors represent the most frequent silent observers at 15%, followed by C-suite executives at 11% and vice presidents at 5%. Gong outlined the required approach for navigating quiet stakeholders to ensure positive outcomes: Sales teams should always come prepared to a call knowing who each member of the buying team is and engaging them in ways to understand how they feel about the deal. (link) 

Pringles has launched its Halloween campaign, titled “Once You Drop,” offering a fan the chance to win a custom metal alloy Pringles-inspired urn and a 200-year supply of chips. Developed in partnership with BBDO New York and Weber Shandwick, the social media and video push features real-life funeral director Dan the Funeral Man, who encourages viewers to sign an online “Last Will and Taste-Ament” pledging to be laid to rest in the brand-themed vessel. Mars Snacking North America Salty Snacks Brand and Content Lead Mauricio Jenkins described how the activation leans into current social media trends: “Leaning into Halloween’s dark humor and Gen Z’s taste for absurdist storytelling, we’re putting Pringles on the salty side of Halloween and rewarding the ultimate fan in the most lasting way possible, by making the Pringles can part of their legacy.” (link)

Marketing Brew’s Alyssa Meyers reports that product design company SharkNinja has signed a five-year global partnership with McLaren Racing across F1, F1 Academy, IndyCar, and the World Endurance Championship. The agreement follows SharkNinja’s movie sponsorship of the fictional APXGP team in F1: The Movie and targets multi-platform storytelling, brand lift, and social media engagement rather than traditional corporate hospitality. SharkNinja SVP of Global Marketing Laura Dyer explains the company intends to integrate driver personalities, team leadership, and behind-the-scenes staff into its entertainment marketing, telling Meyers: "A lot of these partnerships, in the olden days, were more about hospitality and corporate hospitality. That’s not what we’re in this for. We’re in this to ignite our fans and make some really cool content that people are going to be excited about." (link)

Major law firms are executing comprehensive visual rebrands to differentiate themselves amid a highly competitive market for global contracts and top talent, according to The Wall Street Journal's Katie Deighton. As industry consolidation shrinks the pool of rivals and first-year associate salaries jump to $250K (up from $190K in 2018), 125-year-old White & Case partnered with Brandtech Consulting and Uncommon Creative Studio to overhaul its 13-year-old corporate identity. Other industry stalwarts like Freshfields and Sheppard have recently dropped extended partner names and dated logos in favor of streamlined, modern branding. White & Case CMO Jason Hill: "We want to signal to our audiences that there is momentum here, there is modernity here, there’s freshness here. You’re going to get excellent work by working with us, and we want to make sure that that comes through in every touchpoint." (link)

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(Posted from most recent over the last 15 days)

(NEW!) Senior Associate Athletics Director, Business & Financial Strategy (Athletics CFO) (The George Washington University / Washington, DC): GW seeks a dynamic leader to oversee Business & Financial Strategy; serve as member of athletics senior leadership team; oversight of athletic department budget and all financial operations. More details HERE. What would it cost to move to Washington? Click HERE.

(NEW!) Assistant Athletic Director, Business Operations (La Salle University / Philadelphia, PA): This position supports the daily operations of the Athletic Business Office and will assist in budgeting, financial reporting, accounts payable, payroll, and purchasing. More details HERE.

(NEW!) Director of Premium Seating (Texas A&M University 12th Man Foundation / College Station, TX): Lead premium seating operations, oversee the Concierge Team and deliver exceptional service to premium seat holders through gameday experiences, renewals and events. Please see full description below. More details HERE.

(NEW!) Assistant Director of Strategic Communications (University of North Carolina at Charlotte / Charlotte, NC): Leading communications, PR and media relations strategy and execution for assigned athletics teams. More details HERE.

(NEW!) Associate Director / Director of Major Gifts-Utah State Athletics (Utah State University / Logan, UT): Responsible for identifying, cultivating, soliciting and stewarding members of the Blue A Society. They will assist in expanding the Blue A Society into a comprehensive major giving society. More details HERE.

(NEW!) Assistant Athletic Director for Advancement (Lafayette College / Easton, PA): The Assistant Athletic Director for Advancement will be a key partner in the growth of Lafayette Athletics engagement, communication and fundraising at a pivotal time in the College's history. More details HERE.

Annual Fund Coordinator, Ticketing Operations (University of Tennessee / Knoxville, TN): The Annual Fund Coordinator, Ticketing Operations oversees TN Fund donor ticketing, including renewals, relocations, and postseason and away-game allocations, ensuring accuracy and policy compliance. More details HERE.

Director of Athlete Compensation (Clemson University / Clemson, SC): Key member of the Athletics Central Front Office, providing strategic leadership & analytical support in the development, negotiation, and administration of student-athlete compensation strategies. More details HERE.

Donor Events & Stewardship Coordinator (ALUMNI EXTERNAL REL SPEC 3) Job 88834 (University of California – Davis / Davis, CA): Plan and manage ICA special events designed to engage alumni and donors with ICA and the university through recognition, cultivation, stewardship and solicitation opportunities. More details HERE.

Associate Director, Athletics Creative Content Producer (Texas Tech University / Lubbock, TX): Develops and executes creative video content, social media marketing, and recruiting strategies to promote assigned athletic programs and strengthen the Texas Tech Athletics brand. More details HERE.

Strategic Communications Coordinator (Fresno State / Fresno, CA): Reporting to the Associate Athletics Director for Strategic Communications, this position will assist in directing all aspects of strategic communications, sports information, and media relations. More details HERE.

Donor Stewardship and Engagement Specialist (Duke University / Durham, NC): You will help shape the donor experience, elevate engagement opportunities, and create meaningful moments that connect supporters to Duke Athletics' mission and student-athlete success. More details HERE.

Director OR Senior Director of Donor Experiences and Special Events (Virginia Athletics Foundation) (University of Virginia / Charlottesville, VA): Provides strategic and creative leadership for the development, planning, and in-person execution of donor experiences, special events, and premium hospitality for the Virginia Athletics Foundation. More details HERE.

Major Gift Officer, Athletics Development (Villanova University / Villanova, PA): The MGO will solicit prospects, and identify and motivate those who can advance the development function of Villanova Athletics, managing a portfolio of 125 prospects with gift capacity of $100,000+. More details HERE.

Assistant Director, Social Media Marketing Strategy (University of Wisconsin / Madison, WI): Blend creativity and analytics to deliver impactful social media campaigns, strengthen brand storytelling, and expand the reach of Wisconsin Athletics. More details HERE.

Manager, Premium Seating & Parking (University of Oregon / Eugene, OR): This position serves as the primary point of contact for premium seating customers, including suite holders, club seat members, and other premium hospitality clients. More details HERE.

Assistant Director of Marketing (Loyola University Chicago / Chicago, IL): Lead marketing and promotional efforts to increase attendance, interest, and revenue for select sports, including Rambler women's basketball, in one of the best big cities in the world. More details HERE.

Director of Fan Experience and Engagement (Murray State University / Murray, KY): Leads and executes fan experience, game atmosphere, game production, and year-round engagement initiatives that strengthen and cultivate lifelong Racer supporters. More details HERE.

Assistant Director, Bronco Productions / Creative Media (Western Michigan University / Kalamazoo, MI): Produces video and digital content for all varsity programs to enhance the Athletics brand, increase fan engagement, and grow revenue. Responsible for both videography and video content editing. More details HERE.

Associate Director, Athletics Integrated Communications (University of Memphis / Memphis, TN): Memphis is seeking an experienced communications professional to serve as Associate Director, Integrated Communications, and as the contact for Memphis' men's soccer and women's basketball programs. More details HERE.

Ticket Sales Associate (Marquette University / Milwaukee, WI): The Ticket Sales Associate is responsible for generating revenue by selling and renewing Marquette University athletic ticket products, including season tickets, partial plans, and group packages. More details HERE.

Graphic Designer - Athletics (University of Alabama at Birmingham / Birmingham, AL): To assist the UAB Department of Athletics in promoting UAB s intercollegiate sports programs. To serve as an in-house content producer creating for social media, streaming and video boards. More details HERE.

Deputy Athletic Director/Chief Development Officer for Athletics - (ATH00000504) (Southern Methodist University – SMU / Dallas, TX): The Deputy Athletic Director serves as the Chief Development Officer for SMU Athletics, providing strategic leadership for all philanthropic efforts supporting Mustang Athletics. More details HERE. What would it cost to move to Dallas? Click HERE.

Assistant Director of Development - Athletics (Ohio State University / Columbus, OH): Builds philanthropic support for The Ohio State University and the Department of Athletics by establishing and managing relationships with donors, alumni, friends, volunteers, and/or grateful patients More details HERE.

Assistant Director of Ticket Sales (United States Air Force Academy / Colorado Springs, CO): Identify and generate revenue through new and renewal ticket sales, premium seating, parking/tailgates, hospitality, and other revenue-generating initiatives. More details HERE.

Senior Director of Development (Northern Arizona University / Flagstaff, AZ): Northern Arizona University seeks an experienced, engaged, dynamic Senior Director of Development to pursue philanthropic support from individuals, foundations, and corporations for NAU Athletics. More details HERE.

Senior Associate Athletic Director for Revenue Generation (La Salle University / Philadelphia, PA): The Senior Associate Athletic Director for Revenue Generation serves as a senior leader and is responsible for leadership and oversight of revenue generation and external engagement functions. More details HERE. What would it cost to move to Philadelphia? Click HERE.

Data Analyst – Athletic Financial Reporting (Texas A&M University / College Station, TX): Provide data support for departmental projects and business processes and perform assigned administrative and financial business functions for Athletics business operations. More details HERE.

Senior Director of Development, Athletics (UConn Foundation / Storrs, CT): As a member of the Husky Athletic Fund, build connections with donors to secure transformational support that advances UConn's athletic programs and elevates the student-athlete experience! More details HERE.

Director of Development Strategy and Analytics (Virginia Tech / Blacksburg, VA): The Director of Development Strategy and Analytics drives data-driven innovation and strategic alignment for Athletics fundraising and development. More details HERE.

Assistant Director, Strategic Communications (University of Arizona / Tucson, AZ): Bring Arizona Athletics stories to life through creative content, strategic communications, media relations, and storytelling that elevates our Wildcats. More details HERE.

Assistant/Associate Director of Development, Intercollegiate Athletics (Penn State / University Park, PA): Penn State is currently seeking a frontline fundraiser in the role of Assistant/Associate Director of Development to engage alumni and friends More details HERE.

Assistant AD Marketing and Fan Engagement (Oklahoma State University / Stillwater, OK): Lead marketing and fan engagement for OSU Athletics, driving attendance, revenue, fan experience and team leadership while enhancing game-day atmosphere and engagement. More details HERE.

Director of Athletic Administration Operations (University of Connecticut / Storrs Mansfield, CT): The Director of Athletic Administration Operations will provide support for the coordination and execution of day-to-day operations within the Division of Athletics. More details HERE.

Assistant Athletic Director of Communications (University of Southern Mississippi / Hattiesburg, MS): This position serves as the primary communications contact for Southern Miss Men’s Basketball/other assigned sports while providing strategic communications support across the department programs. More details HERE.

Assistant Athletic Director, Annual Fund (University of North Texas / Denton, TX): This position oversees Mean Green Athletic Fund renewals, and coordinates internal fundraising and promotional campaign activities to enhance donor retention, engagement, and support for Athletics. More details HERE.

Major Gifts Officer (Tiger Athletic Foundation (LSU) / Baton Rouge, LA): TAF is seeking a Major Gifts Officer to cultivate and secure major donors in support of LSU Athletics, managing a territory-based portfolio to secure capital, endowment, and planned gifts. More details HERE.

Associate Director, Promotion & Fan Engagement - W Soccer & Softball (Texas Tech University / Lubbock, TX): Leads marketing, promotions, and game presentation for Texas Tech Women’s Soccer and Softball, creating campaigns and game-day experiences to increase attendance and enhance fan engagement. More details HERE.

Senior Associate Athletic Director, Championship Resources (University of South Alabama / Mobile, AL): Leads athletics revenue strategy across fundraising, ticketing, corporate partnerships, premium experiences, and events to drive sustainable growth and stakeholder engagement. More details HERE. What would it cost to move to Mobile? Click HERE.

Associate Director, Athletics Ticket Operations (Texas Tech University / Lubbock, TX): Plan and develop daily business functions for various departments within the athletic organization. More details HERE.

Associate Athletics Director for Internal Operations (Fresno State / Fresno, CA): The Associate Athletic Director for Internal Operations leads facilities, events, equipment, assigned sports and Athletics IT support, advancing operational excellence and student-athlete success. More details HERE.

Associate General Counsel (University of Kentucky / Lexington, KY): This Associate General Counsel position advises university leadership on the contracting issues, compliance strategies, regulatory developments and risk management needs. More details HERE.

Assistant Director, Ticket Operations (University of Arizona / Tucson, AZ): Join Arizona Athletics as Assistant Director, Ticket Operations—lead ticketing for assigned sports, drive seamless event-day operations, and elevate the Wildcat fan experience. More details HERE.

Assistant Vice President, Licensing & Trademarks (University of Houston / Houston, TX): Lead the University of Houston System's licensing & trademarks strategy, protecting institutional brands and driving revenue through high-impact partnerships and innovative licensing programs. More details HERE.

Director of Athletics Development/Associate Director of Athletics (Fordham University / New York, NY): The position works closely with colleagues within DAUR and Athletics Departments to maximize philanthropic support and nurture a healthy pipeline for Fordham Athletics. More details HERE.

Assistant Athletic Director, RevShare (Montana State University / Bozeman, MT): This position is responsible for developing, implementing, and managing philanthropic and sponsorship-based revenue-sharing initiatives that directly support student-athletes. More details HERE.

Director of Ticket Sales and Outreach (University of Texas – Arlington / Arlington, TX): Leads UTA Athletics ticket sales and operations, drives revenue through outreach and fan engagement, oversees ticketing systems and CRM analysis, and manages student staff and campus/community events. More details HERE.

Director, Communications (West Coast Conference / San Bruno, CA): The position leads media relations, executes communications strategies, generates exposure for the Conference and its membership, and manages written and editorial content across Conference platforms More details HERE.

Financial Analyst I (2 Positions) (University of Arizona / Tucson, AZ): Help drive Arizona Athletics forward through financial insight, analysis, and strategy. Join our team as a Financial Analyst I and help turn data into informed decisions. More details HERE.

Director of Development, Major Giving/Associate Athletics Director (Ohio University / Athens, OH): Serves as a major gifts officer for Intercollegiate Athletics at Ohio University, working within University Advancement to build and manage a robust portfolio of prospective major donors. More details HERE.

Vice President and Director of Athletics (Rice University / Houston, TX): Rice seeks a strategic athletics leader to drive championship success, strengthen student-athlete experiences, grow revenue, elevate Rice nationally, and navigate college athletics’ evolving landscape. More details HERE. What would it cost to move to Houston? Click HERE. The D1.dossier for this position can be found HERE.

Associate Communications Director (University of Kansas / Lawrence, KS): Serve as primary media contact for 2026 Big 12 Champion Kansas Baseball, secondary contact for Kansas Football, and oversee Rowing communications, including media relations, digital & social content. More details HERE.

Senior Vice President - Men's Basketball (Atlantic Coast Conference / Charlotte, NC): Serve as a senior member of the ACC's leadership team, providing strategic direction and oversight of all men's basketball programming, championships, and conference initiatives. More details HERE What would it cost to move to Charlotte? Click HERE.

Assistant Director of Strategic Communications and Storytelling (Colorado State University / Fort Collins, CO): This position leads storytelling and strategic communications efforts for assigned sports, working with internal and external constituents to heighten the visibility and brand of CSU Athletics. More details HERE.

Associate Athletic Director, Revenue Marketing & Business Intelligence (University of Maryland / College Park, MD): Leads data-driven marketing and analytics to grow revenue, attendance, donor engagement, retention, and databases through targeted campaigns, pricing, audience insights, and sales partnerships. More details HERE.

Assistant/Associate Athletic Director for Communications (University of North Texas / Denton, TX): UNT Athletics is seeking an experienced, strategic leader to serve as the voice and strategist for Communications, Sports Information, and Media Relations across all Mean Green Athletics. More details HERE.

Associate Athletic Director for Communications (University of Texas – Rio Grande Valley / Edinburg, TX): Provides leadership, management, and oversight of all areas of athletic media relations and broadcasting. Brand management, communications and media relations, and special events for the department. More details HERE.

Assistant Athletic Director, Business Operations, Department of Athletics (R0009158) (Wake Forest University / Winston-Salem, NC): The Assistant Athletic Director, Business Operations, is responsible for a broad range of accounting and business operations functions within the Department of Athletics’ Business Office. More details HERE.

Director of Fan Experience (Virginia Commonwealth University / Richmond, VA): The Director of Fan Experience works with all facets of gameday and non-gameday fan event planning. The Director's efforts will support all ticketed VCU Division I intercollegiate athletic programs. More details HERE.

Sr. Associate AD / Business Operations (Virginia Tech / Blacksburg, VA): Manage fiscal activities to include team/support budgeting, financial planning and analysis, procurement, financial reporting, affiliated organization support, and overall workflow management. More details HERE. What would it cost to move to Blacksburg? Click HERE.