Why Kendrick Lamar won’t get paid for the Super Bowl Halftime Show
Feuding with Drake turned the ‘Not Like Us’ performer into hip-hop’s hottest artist. Now he will take music’s biggest stage in New Orleans—for free.
Matt Craig, Forbes Staff
Why one sponsor is rooting against Djokovic and other Australian Open favourites
Alternative investment giant Blue Owl Capital thinks it can maximize its TV exposure on the cheap with a new marketing strategy: backing the underdogs in marquee tennis matches.
How Snoop Dogg bet big—on himself
The hip-hop legend has gone from parental advisory to family friendly. This fall, he’ll join The Voice and release a new Dr. Dre–produced album, all while looking for new joint ventures—including the kind you roll—that will keep his grandchildren set for life.
Inside Dana White’s $20 million plan to bring UFC 306 to the Sphere
With billions at stake for its upcoming media rights deal, the Las Vegas-based fight promotion is creating its biggest spectacle yet. An exclusive look at the knockout production.
Love and Money: Why the girlfriends of top tennis players are making millions
Paige Lorenze, Morgan Riddle, Ayan Broomfield and others dating tennis pros are signing up as many sponsorship deals as their romantic doubles partners. Inside the lucrative racket that advertisers can’t resist.
The highest-paid athletes at the Paris Olympics
LeBron James will be the first self-made billionaire to compete in the Summer Games, but who else stands on the earnings podium in basketball, tennis, golf and other sports?
These entrepreneurs went all in on a crypto casino – and became billionaires
Ed Craven and Bijan Tehrani parlayed Stake’s success into launching a streaming platform, sponsoring an F1 team—and billion-dollar fortunes.
Why Disney’s $1.5 billion stake in Epic Games is a smart play
The media giant’s hot drop into the realm of Fortnite could be a game-changer for the metaverse, movies and theme parks. It’s an IP world, after all.
Turning amateurs into millionaires: Epic Games’ unreal money engine
In the battle royale of video game development, the gaming giant behind Fortnite is betting that crowdsourcing will lead to its next blockbuster title. And in just six months, the new program has turned a handful of amateur developers into millionaires.
Roger Federer-backed shoe brand on takes a big swing at tennis
With $1 billion in sales and a stable of players that includes No. 1-ranked Iga Swiatek and young American star Ben Shelton, the surging Swiss running shoe company wants to become a tennis powerhouse. But first, they need a sneaker.