As Joel Dahmen's fan base continues to grow on the PGA Tour, his signature cocktail — "Joel's Juicy Lie" with Bushmills Irish Whiskey — puts him in the same category as golf legends.

LSU quarterback Garrett Nussmeier and Georgia gunslinger Carson Beck are headlining a new POWERADE campaign ahead of the 2024 college football season.

USAA CMO Francesco Lagutaine expressed his excitement for all the new activations his marketing team had the privilege of working on ahead of the 2024 NFL season.

Carolina Panthers quarterback Bryce Young is taking his relationship with Bodyarmor to the next level with a limited-edition bottle featuring himself.

Travis and Jason Kelce's "New Heights" podcast was snapped up by Amazon's Wondery for a deal reportedly worth more than $100 million over three years.

Six Heisman hopefuls have signed NIL deals with CELSIUS, a sugar-free energy drink that each player says helps them tremendously on and off the field.

The jersey Babe Ruth wore during his famous "called shot" home run in the 1932 World Series sold for a ridiculous sum on Sunday, according to Heritage Auctions.

The Pittsburgh Steelers have a quarterback controversy heading into the 2024 NFL season, but it is not stopping fans from buying tickets to their games.

Texas Longhorns quarterback Quinn Ewers has signed an NIL deal with Athletic Brewing, a non-alcoholic beer company, ahead of the 2024 season.

Debate may still rage over whether Ruth called his home run in Game 3 of the 1932 World Series, but his jersey during that two-homer game will be up for auction.

Rapper Macklemore became obsessed with golf thanks to his manager, Ben Secord. Bogey Boys quickly became a golf lifestyle brand, which now collaborates with another Seattle-based staple.

Sportico's latest rankings of NFL team values has the Dallas Cowboys worth more than $10 billion for the first time, outpacing every other organization in sports.

In a saturated sports content market, being able to stand out among the rest of the pack is crucial, and WME Sports is helping clients do that with a wide range of projects.

McDonald's France has found a clever way to stick it to Stephen Curry after he crushed the hopes of the country in the men's basketball gold medal game.

On Saturday at Le Golf National, Lydia Ko won gold medal at the women's Olympic golf tournantment giving her the full complement of Olympic medals.

Rose Zhang is two shots off the top spot on the leaderboard heading into the final round after eagling the last hole at the 2024 Olympic golf tournament Friday.