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.

New episode every Wednesday. Head to Dizplai.com/podcasts for the latest.

Want to feature? Email us at Hello@attentionshift.media

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The man who tried to build the European Super League just launched a fund that won't touch football. Andrea Agnelli is putting €100m into basketball, cricket, hockey and rugby instead. The most plugged-in operator in the sport thinks the valuation has peaked.

That's one of three strategic bets Ed and Jo unpack this week. Marc Jacobs has stopped making ads and started making a Rachel Sennett-fronted micro drama. The Financial Times has launched a standalone YouTube channel that hides the FT brand from the front door. Plus PayPal can finally prove a Connected TV ad drove a sale, and Powerade is treating the World Cup like a four-year platform.

Show Notes

• ⁠Marc Jacobs' New Social Series.⁠
• ⁠PayPal's Verified CTV Purchase Attribution Platform.⁠
• ⁠Financial Times Launches New YouTube Series as Subscriber Acquisition Funnel⁠
• ⁠Powerade's New World Cup Campaign, Power Your Fate.⁠
• ⁠Andrea Agnelli's Sport Investment Fund.⁠

New episode every Wednesday. Subscribe wherever you get your podcasts. Want to feature? Email us at ⁠Hello@attentionshift.media

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The Attention Shift, Ed sits down with Chris Sice, Chief Content Officer of the ICONS Series, to explore how a golf tournament played by elite athletes from other sports has become one of the most compelling challenger sports brands in the world.

From building a distribution network across 25 publisher partnerships, to achieving a 49.8% interaction rate through the audience engagement hub, Chris breaks down what it takes to build a digitally native sports property from the ground up and why most traditional sports organisations are still getting it wrong.

Want to read more? Head to the Dizplai website and check out the show notes. Got a topic or question for Ed & Jo? Drop us a line at hello@attentionshift.media.

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