The fund that spent $5BN trying to build a global golf league just stopped writing the cheques. PIF is ending direct funding of LIV Golf after 2026.

The biggest sovereign wealth fund in sport just proved what every other backer already knew, you can't buy fandom on a tech-style timeline.

That's one of five strategic bets Ed and Jo unpack this week. Adidas is selling anime, not boots, six weeks out from the World Cup, chasing the Gen Alpha and female football fans most of the sport is sleeping on. iShowSpeed has been named Expedia's official travel partner, with a globe-style mini-site mapped to the places he's filmed. DAZN spent $100M on ViewLift to own the streaming pipes rather than chase rights. Plus the Circana forecast that $1 in every $10 of US retail spend could move through TikTok Shop by 2028.

Show Notes

• Adidas Originals × streetwear anime World Cup drop.
• Expedia names iShowSpeed official travel partner.
• DAZN acquires ViewLift for $100M.
• Circana — TikTok Shop forecast to hit 10% of US retail by 2028.
• PIF to end direct funding of LIV Golf after 2026.

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