Amazon’s Prime Video Unwraps Its NBA Sponsorship Playbook

Amazon’s advertising unit on Wednesday introduced its roster of presenting sponsors for the opening season of Prime Video’s NBA coverage, a clutch of top-tier sports spenders that includes the likes of AT&T, Mercedes-Benz and State Farm.

As part of a series of signings that will help defray Amazon’s annual $1.8 billion rights payment to the NBA, the online retailer/streamer has landed AT&T as the title sponsor of its new halftime show (The Half). The telco, which for years has functioned in a similar capacity for CBS and TNT Sports’ annual coverage of March Madness, will also serve as the tech partner for Prime Video’s LED court and Amazon Studios’ production hub in Culver City, Calif.

AT&T is one of the biggest sports advertisers on the TV dial, with total U.S. ad spend reaching $2.46 billion in 2023. The company is also an official NBA sponsor, signing on with the league (and the WNBA) in 2019 as part of a multiyear deal worth some $30 million per season.

Joining AT&T for Amazon’s first shootaround with the NBA is the quick-service restaurant Wingstop, which is entering its second season as the league’s official chicken partner. (With more than 50 certified marketing tie-ups locked in for 2025-26, the NBA has carve-outs for every conceivable sub-category from “official salty snacks” to “official dress shirts.”) As Wingstop expands its sports-first marketing strategy, an initiative that includes heavy in-game spending on the NFL and NBA, the brand will serve as the presenting sponsor of Prime’s Thursday and Friday games.

Wingstop will be all but inescapable this season, as it is also sponsoring the Monday night installments of NBC’s new studio show, NBA Showtime.

Mercedes-Benz is sponsoring Prime’s Saturday NBA telecasts. The luxury automaker invested $614 million in U.S. advertising in 2023.

Also in the mix is CarMax, which will serve as the title sponsor of the self-explanatory NBA on Prime Pregame, while Wayfair will provide the matching bookend at the end of the night with its NBA Nightcap deal. On days when Prime has a scheduled doubleheader in the hopper, Universal Orlando Resort will prop up a new segue program titled The Crossover.

Looking further down the road, the insurance juggernaut State Farm will be sponsoring Prime’s coverage of the second round of the NBA playoffs once May rolls around. State Farm is also backing the Tuesday night edition of NBC’s NBA Showtime.

Since Amazon first rolled out 30-second spots on Prime Video in January 2024, the streaming platform has slowly begun siphoning ad revenue from the linear TV market. In its first year as an ad-supported service, Prime generated some $433 million in ad dollars, and is projected to double that this year.

Now in its fourth season as the exclusive home of Thursday Night Football, Prime is taking in some $575,000 per unit in its live NFL coverage. Through the first four games, TNF on Prime is averaging 15.7 million viewers, up 11% versus the year-ago mark (14.2 million). And that audience is significantly younger than those who watch via the tube, as the games are drawing an audience with a median age of 47.5 years, or nearly eight years junior to the NFL’s TV crowd (55.3). That ability to attract a more demographically viable fan base is a big part of why the NBA is eager to tip off its new streaming deal.

Per the terms of Amazon’s NBA contract Prime will stream 67 regular-season games, beginning with a Celtics-Knicks/Lakers-Timberwolves doubleheader on Friday, Oct. 24. The platform will also host the NBA Cup in-game tourney, which gets rolling on Halloween, as well as the year-end play-in tournament and select first- and second-round playoff dates.

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Senior rugby figures believe rebel R360 league all but dead after unions’ statement

  • Players who sign up would be ineligible for national sides

  • Proposed event yet to be sanctioned by World Rugby

Senior global rugby figures believe the rebel R360 venture is all but dead unless it can find a way to appease the world’s top nations. In a dramatic move the leading unions collectively made clear this week that players involved in the R360 competition would be ineligible for their national sides and have warned them to treat offers with “extreme caution”.

Privately there is a widespread view that those pushing the R360 concept, fronted by the England World Cup winner Mike Tindall, now face a struggle to get the project off the ground if the world’s top male and female players are required to forfeit their international futures to join the rebel league.

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'We Should Wear Teams Down': Dakota Joshua And Other Off-Season Additions Make Maple Leafs NHL's Heaviest Team

The Toronto Maple Leafs haven't played a game in the regular season yet. But if there's anything we know about the team already, it's that they're the heaviest in the NHL.

Ahead of the opening of the regular season on Tuesday, the NHL released its annual 'By The Numbers' list, which features the average weight, height, and age, among other things, of all 32 teams in the league.

The Maple Leafs rank fifth (technically the third oldest) in the league for age (29.4 years old), only behind the Los Angeles Kings (29.7), Florida Panthers (29.7), Vegas Golden Knights (29.7), and Winnipeg Jets (29.8).

There are 21 teams tied for the highest average height (6-foot-2) in the league, including the Maple Leafs. The remaining 11 NHL teams — Montreal Canadiens, Buffalo Sabres, San Jose Sharks, Minnesota Wild, Detroit Red Wings, Utah Mammoth, Seattle Kraken, Edmonton Oilers, Pittsburgh Penguins, and Winnipeg Jets — each have an average height of 6-foot-1.

Why Easton Cowan Won't Be In The Maple Leafs' Home-Opening Lineup Vs. CanadiensWhy Easton Cowan Won't Be In The Maple Leafs' Home-Opening Lineup Vs. CanadiensDespite Easton Cowan being on the ice for the Toronto Maple Leafs' optional morning skate on Wednesday morning, he will not be in the lineup for the home opener against the Montreal Canadiens.

When it comes to weight, Toronto is two pounds heavier than the Boston Bruins, who sit in the second spot, with an average weight of 208 pounds. Dakota Joshua (218 pounds), whom the Maple Leafs acquired in an offseason trade, weighs the third-most on the team, only behind Steven Lorentz (219 pounds) and Matthew Knies (232 pounds).

Joshua believes that Toronto being heavier than the rest of the NHL can help grind away their opponents.

"If everyone's playing to their capability, we should wear teams down and grind the other teams down in a full 60-minute game if everyone's doing their job," Joshua said. "You've got to use it to your advantage and make sure you're using it the right way."

‘You Always Try To Find A Happy Medium’: Maple Leafs’ Auston Matthews Shares Contract Philosophy Following Connor McDavid's Extension With Oilers‘You Always Try To Find A Happy Medium’: Maple Leafs’ Auston Matthews Shares Contract Philosophy Following Connor McDavid's Extension With OilersConnor McDavid shocked the NHL by signing a two-year extension with the Edmonton Oilers for what is universally perceived to be a massive discount in pay. The star forward signed for an average of $12.5 million per year, the same average annual value as the eight-year contract he is finishing at the end of the 2025-26 season.

The Maple Leafs were also the heaviest team in the NHL last season, averaging a weight of 207 pounds. That means the team gained an average weight of three pounds over the offseason. Toronto was the fifth-oldest — with an average age of 28.8 years old — and tied with 12 other clubs for the tallest (6-foot-2) in the league last year.

Latest stories:

Why Easton Cowan Won't Be In The Maple Leafs' Home-Opening Lineup Vs. Canadiens

Maple Leafs Set For Regular Season Opener Against Canadiens, Lineups, And Where To Watch

‘You Always Try To Find A Happy Medium’: Maple Leafs’ Auston Matthews Shares Contract Philosophy Following Connor McDavid's Extension With Oilers

NCAA moves closer to allowing college athletes to bet on pro sports

The NCAA moved a step closer Wednesday to allowing athletes and athletic department staff members to bet on professional sports. “The Administrative Committee was clear in its discussion today that it remains concerned about the risks associated with all forms of sports gambling but ultimately voted to reduce restrictions on student-athletes in this area to better align with their campus peers,” said Josh Whitman, athletics director at Illinois and chair of the committee. “This change allows the NCAA, the conferences, and the member schools to focus on protecting the integrity of college games while, at the same time, encouraging healthy habits for student-athletes who choose to engage in betting activities on professional sports.”

Former Blues Captain Officially Placed On Season-Ending LTIR

Former St. Louis Blues captain Alex Pietrangelo has been placed on the season-ending long-term injury reserve by the Vegas Golden Knights

The 35-year-old announced during the off-season that he would be stepping away from hockey to deal with a hip injury. During media availability in September, Pietrangelo mentioned that his body was responding well to the rehab and that he wouldn't close the door on returning this season.

Ultimately, a decision by both the organization and player was agreed upon to place him on the season-ending LTIR. Pietrangelo is now ineligible to return for the regular season and the playoffs, but the Golden Knights are eligible for full relief on his $8.8 million cap hit.

Pietrangelo has spent the last five seasons with the Golden Knights, having signed a seven-year, $8.8-million contract in the 2020 off-season. The right-handed defender went on to win his second Stanley Cup, his first coming with the Blues.

Prior to his Golden Knights career, Pietrangelo was the Blues' captain and led them to a Stanley Cup in 2019.

Originally drafted fourth overall by the Blues in 2008, Pietrangelo recorded 109 goals and 450 points in 758 games with the Blues. 

It's unknown if the Blues legend will return to the NHL. He'll have one year remaining on his contract when the 2025-26 season concludes.

‘The world is soft': Mazzulla, Boucher hilariously recall 2023 altercation

‘The world is soft': Mazzulla, Boucher hilariously recall 2023 altercation originally appeared on NBC Sports Boston

Let’s just say Joe Mazzulla and Chris Boucher have met before.

Boucher, who signed a one-year, $3.3 million contract with the Boston Celtics in early August, spent the previous seven seasons with the Toronto Raptors, which means he’s seen plenty of his Atlantic Division foe over the years. And during a Celtics-Raptors matchup at TD Garden on April 5, 2023, Boucher actually made contact with Boston’s head coach, bumping into Mazzulla as he walked back to Toronto’s huddle during a timeout.

Mazzulla was incensed in the moment; he started barking at Boucher and needed to be restrained by then-Celtics big man Robert Williams III. But when asked to reflect on the incident more than two years later, Mazzulla gave a very on-brand response.

“That was cool. I appreciated that,” Mazzulla told Celtics Insider Chris Forsberg at Celtics Media Day. “In the arena, we’re all competing to win, so I love that.”

Mazzulla admitted he probably wouldn’t have escalated the situation if Williams didn’t restrain him — “It’s a classic hold-me-back moment,” Mazzulla told Forsberg — but Boucher says he was ready for whatever the C’s head coach had in store for him.

“It probably would’ve gotten real,” Boucher told Forsberg at Celtics Media Day.

“To be honest with you, I probably would do that again and again and again,” Boucher added about his bump of Mazzulla. “I mean, it’s just who I am.”

For some head coaches, Boucher’s apparent willingness to make physical contact with them might be a red flag. Mazzulla, of course, isn’t like most head coaches — in fact, Boucher’s mindset was part of what made him appealing for this Celtics roster.

“The world is soft. The league is soft. And when you can have interactions and moments, I think those things test your competitive nature,” Mazzulla said.

“So, I appreciated the fact that he did that. I respect that he did it, and when we signed him I told him that, ‘We only signed you to get payback for what you did two years ago — and to watch your back.'”

Boucher confirmed that, yes, their 2023 run-in was one of the first things Mazzulla mentioned to him when he joined the Celtics in August.

“Yeah, that was the first thing he said,” Boucher recalled. “He was like, ‘I remember when you bumped me. And I didn’t know where he was taking it from, but he said that’s like the type of guy that he likes. He wants the guys (who are) like, ‘It’s us against everybody,’ and I think that it is just like a mentality that I have, and I think Joe has it too.”

“We’re not here to make friends. We’re not here to be buddy-buddy with anybody. We’re trying to win, we’re trying to get to the goal.”

If you know anything about Mazzulla — who once advocated for making fighting legal in the NBA — you know that answer is likely music to the Celtics head coach’s ears.

Mazzulla and Boucher will partake in their first game together on the same sideline Wednesday night when the Celtics take on the Grizzlies in their preseason opener (8 p.m. ET on NBC Sports Boston).

Panthers celebrate Stanley Cup win with banner ceremony, eye historic three-peat as NHL kings

SUNRISE, Fla. — There are a couple of minor dings these days in the Stanley Cup, including one right near the spot where the names of the 2024-25 Florida Panthers are etched in commemoration of their latest title.

Such things happen during championship celebrations. No worries, they’ll be fixed soon.

And the Panthers are hoping for the chance to put a few more dings in the trophy next year.

A new season for the now back-to-back Stanley Cup champions started with the Panthers all gazing toward the top of Amerant Bank Arena to watch another championship banner hoisted to the rafters. It’s basically the same as last year’s — white background, red lettering — with the only change being the year, 2025 instead of 2024.

“This is a new year and it’s a new opportunity for us,” Panthers forward Brad Marchand said. “And when it starts, it’s time to turn the page and start working toward a chance to hopefully do it again.”

The banner swayed over the end of the ice the Panthers defended twice in their 3-2 win over the Chicago Blackhawks. By the next home game, it’ll take its more-permanent place over the team bench alongside the team’s other banners for division and conference titles.

“You kind of look back at what you achieved but at the same time you’re proud of the achievement,” Panthers forward Anton Lundell said. “But it gives you more hunger to do it again.”

Fans lined up for one more picture with the Cup outside the doors of the arena, many of them arriving long before the unusual 5 p.m. weekday start time — one that was used to accommodate being part of a nationally televised triple-header. Once they came inside, the new scoreboard over center ice displayed a replay of some moments from the third period of Game 6 of last season’s Stanley Cup Final, just in case anyone forgot how that season ended.

And after all the warm-ups were complete, just as they did in June 2024 and June 2025 — the Panthers finished off the Cup championship runs by beating the Edmonton Oilers on home ice in each of the last two title matchups — the fans roared when the trophy was brought onto the rink. Assistant captain Aaron Ekblad did the honors this year, carrying the trophy onto the ice, then hoisting it before placing it onto a stand next to the spot where the banner was being unfurled and raised.

“Incredible, coming out in front of our fans and being able to hoist it one more time,” Ekblad said.

Once the banner was raised, the players raised their sticks in a salute to the fans.

“We want three! We want three! We want three!” the fans chanted back.

Said Marchand: “It’s great to see their expectations are there. We obviously have the same ones, but this is going to be harder than the last two. ... It’s a long road ahead.”

Opening night capped a two-day celebration for the champs; the Panthers’ players and coaches got their championship rings in a private ceremony the previous night.

“Last night was a little bit of a nice reminder for them what the payoff for all that hard work is,” Panthers coach Paul Maurice said. “And it kind of lifts everybody’s spirits and gets them excited about tonight.”

It won’t be an easy road for the Panthers this season. Captain Aleksander Barkov is going to miss several months and potentially the entire season with two torn ligaments in his knee, an injury suffered 20 minutes into his first practice of training camp. And forward Matthew Tkachuk likely is out until December while recovering from offseason surgery. Barkov and Tkachuk, dressed in street clothes, watched the hoisting from the Florida bench.

The Panthers know how rare this opportunity is. They could be the first back-to-back-to-back NHL champion since the New York Islanders won four consecutive Cups from 1980 through 1983.

“The great thing about sports is you don’t know, and there’s a reason we play the games, and it’s about the stories that can be generated,” NHL Commissioner Gary Bettman said. “And this is going to be an interesting story. Two of the biggest stars on the team are injured. How well they come back, how resilient the team is without them, that’s going to be a great story to see unfold. This is an organization, a team, that’s been well put together. (General manager) Bill Zito deserves an enormous amount of credit. My guess is this team is going to give it all to make it happen again if they can.”

Panthers fans cheer for former goalie Spencer Knight in season opener

SUNRISE, Fla. — Fans of the Florida Panthers cheered the Stanley Cup. Cheered the banner going to the rafters. Cheered the return of the back-to-back NHL champions.

And cheered the opposing goaltender.

Yes, some Panthers fans still shout “Knight” during the playing of “The Star-Spangled Banner” before each game, even though Spencer Knight — the former Florida goalie whose name is on the Stanley Cup as part of the 2023-24 championship squad — no longer plays for the team. Knight was traded to Chicago last season and started against the Panthers in the season opener for both teams.

Knight made 34 saves, but Florida won 3-2.

“Honestly, I didn’t know if they still did or not, but that’s cool,” Knight said in advance of the game. “And again, I think that goes through, top to bottom, the whole community around here, the people. Everyone was just very nice, kind and very appreciative. So, I’m really thankful that I was able to start here. And I hope that I gave some people good memories.”

The Panthers gave Knight a video tribute at the first TV timeout of the first period. Many of the Blackhawks looked up to watch, and when it was over Knight gave the fans a wave as many in the crowd rose for a standing ovation.

“I was playing the game,” Knight said. “I saluted the crowd, but I was there to play hockey.”

The Panthers took Knight, the onetime Boston College star, with the 13th overall pick in the 2019 draft. He went 44-25-7 in parts of four seasons with Florida, plus 1-1 in a pair of playoff starts he got in 2021.

He was the primary piece that the Panthers gave up in a trade last season that brought defenseman Seth Jones from Chicago to Florida. Knight went 5-8-2 in 15 games with the Blackhawks after the trade last season.

“It’s a special little connection there,” Panthers coach Paul Maurice said of seeing Knight again. “For me, as a player, it was always his explosiveness. He’s just an incredible athlete. And his ability to get from one side of the net to the other under control with strength ... I think he’s going to be a great goaltender for the Chicago Blackhawks for a lot of years.”

Sharks opt for five alternates over naming 2025-26 NHL season captain

Sharks opt for five alternates over naming 2025-26 NHL season captain originally appeared on NBC Sports Bay Area

Editor’s note: Sheng Peng is a regular contributor to NBC Sports California’s Sharks coverage. You can read more of his coverage on San Jose Hockey Now, listen to him on the San Jose Hockey Now Podcast, and follow him on Twitter at @Sheng_Peng.

The Sharks will not have a captain.

San Jose announced On Wednesday that forward Tyler Toffoli, forward Barclay Goodrow, center Macklin Celebrini, defenseman Mario Ferraro and center Alex Wennberg will be their alternate captains for the 2025-26 NHL season.

Toffoli will wear an “A” in every game; Goodrow and Celebrini will be alternate captains for home games, while Ferraro and Wennberg will be alternates for road games. Toffoli is taking Ferraro’s role as regular alternate captain.

Celebrini will wear a letter for the first time in his young career. The 19-year-old was the San Jose Sharks’ No. 1 overall pick in the 2024 NHL Draft and is seen as the future face of the franchise.

Read the full story on San Jose Hockey Now

Download and follow the San Jose Hockey Now podcast

Sharks opt for five alternates over naming 2025-26 NHL season captain

Sharks opt for five alternates over naming 2025-26 NHL season captain originally appeared on NBC Sports Bay Area

Editor’s note: Sheng Peng is a regular contributor to NBC Sports California’s Sharks coverage. You can read more of his coverage on San Jose Hockey Now, listen to him on the San Jose Hockey Now Podcast, and follow him on Twitter at @Sheng_Peng.

The Sharks will not have a captain.

San Jose announced On Wednesday that forward Tyler Toffoli, forward Barclay Goodrow, center Macklin Celebrini, defenseman Mario Ferraro and center Alex Wennberg will be their alternate captains for the 2025-26 NHL season.

Toffoli will wear an “A” in every game; Goodrow and Celebrini will be alternate captains for home games, while Ferraro and Wennberg will be alternates for road games. Toffoli is taking Ferraro’s role as regular alternate captain.

Celebrini will wear a letter for the first time in his young career. The 19-year-old was the San Jose Sharks’ No. 1 overall pick in the 2024 NHL Draft and is seen as the future face of the franchise.

Read the full story on San Jose Hockey Now

Download and follow the San Jose Hockey Now podcast

Fantasy Baseball 2025 First Base Breakdown: Nick Kurtz's emergence and 2026 rankings

With the 2025 MLB regular season behind us, it’s time to review what we learned from a fantasy perspective and how we can apply it to next year.

In the coming days throughout October, we’ll be breaking down the standout seasons, the breakout candidates, the prospects to know, and our early 2026 rankings. We started with catcher last week, and now we'll head over to first base.

MLB: Washington Nationals at Atlanta Braves
Aaron Judge or Shohei Ohtani at the top? Our early 2026 Top 300 rankings highlight key fantasy storylines heading into the MLB offseason.

2025 POSITION BREAKDOWN: FIRST BASE

STATE OF THE POSITION

There were 17 first basemen who earned at least $10 of value this season, according to Fangraph's Player Rater. That was the most for any infield position, which hints at the depth we have at the first base position. Some of that is the old stalwarts like Freddie Freeman, Matt Olson, Bryce Harper, Vladimir Guerrero, Pete Alonso, and Yandy Diaz. However, we also had young players like Nick Kurtz, Vinnie Pasquantino, Michael Busch, and Tyler Soderstrom emerge as consistent producers this season. Whenyou add to that, players like Rafael Devers and Willson Contreras gaining first base eligibility, this is probably the deepest the position has ever been, and we haven't yet talked about Christian Walker, who is coming off of a down year, Spencer Torkelson, who made the most of his second chance, and Ben Rice, who may actually get a chance to be the every day first baseman next year if the Yankees move on from Paul Goldschmidt.

As it stands, all is well with the first base landscape, and while it's tempting to try and lock in one of the elite bats at the position, this might be the best position to wait on in drafts and still find value with a middle-round starter.

2025’s Top Ten First Basemen

1. Pete Alonso (Free Agent)

.272/.347/.524, 38 HR, 87 R, 126 RBI, 1 SB

The Polar Bear had his best season yet after signing a two-year deal to return to the Mets, and played so well that he will almost certainly opt out of the final year of his contract and test the free agent waters again. Alonso set career highs in batting average, plate appearances, and barrel rate while posting his sixth straight full season with at least 34 home runs. In non-COVID seasons, Alonso averages 41.3 home runs per game, which is tremendous consistency and value from a power standpoint. The big reason why his fantasy value jumped this year, in addition to hitting behind Juan Soto and driving in 126 runs, was that Alonso went to a more all-fields approach and trusted his power to play regardless. He had the lowest pull rate of his career and the lowest fly ball rate of his career, instead focusing on hard line drives. He was also more aggressive in the zone than he had been since 2022, which allowed him to improve his quality of contact overall despite swinging and missing a bit more. Oh, and he also set the Mets franchise record for home runs. Not a bad season.

2. Josh Naylor (Free Agent)

.295.353/.462, 20 HR, 81 R, 92 RBI, 30 SB

What a wild season for Josh Naylor. We kinda knew his 31 home run season in 2024 was a bit of a fluke, but he found new ways to produce fantasy value by improving his batting average and shattering his career-high in stolen bases. Without making a drastic change in approach, Naylor saw a huge increase in his batting average, which sounded a few alarm bells. He was a bit more aggressive outside of the zone, but his contact rate was identical to last year. He did see more pitches in the zone, so perhaps being in a deeper lineup helped him, but his pull rates and fly ball rates were all pretty similar to 2024, while he also posted his lowest full-season barrel rate since his rookie year. It's hard to see Naylor keeping up this .290-plus batting average, and his previous career-high in steals was 10, so stealing 19 bases in just 54 games with the Mariners is doing a lot of heavy lifting with his fantasy value this year. He seems like a clear regression candidate, but we'll have to see where he signs.

3. Cody Bellinger (Yankees)

.272/.334/.480, 29 HR, 89 R, 98 RBI, 13 SB

Sadly, Bellinger will not be first base eligible in 2026 because he only played seven games there for the Yankees this season. However, the park was as good for him as everybody expected. Bellinger's barrel rate was only 7.5% and his 38% hard hit rate was the highest he's had since 2022, but still below most first basemen. Still, he increased his pull rate by 3% and his flyball rate by 2% and that helped lead to 29 home runs. He also made some adjustments to the pitches he was swinging at on the fringes of the strike zone, cutting his chase rate marginally but increasing his contact outside of the zone by a significant amount. That led to a solid batting average and the lowest strikeout rate of his career. All of this feels repeatable for Bellinger, but he'll just be doing it as an OF-only fantasy player.

4. Nick Kurtz (Athletics)

.290/.383/.61936 HR, 90 R, 86 RBI, 2 SB

Kurtz was the fourth overall pick in the 2024 MLB Draft and had played just 12 minor league games before the Athletics sent him to Triple-A to begin the 2025 season. It seemed like an incredibly aggressive promotion, but Kurtz responded by crushing Triple-A pitching for 20 games and forcing his way into a promotion. He didn't adjust to MLB pitching that quickly. Up until June 1st, he was hitting .245/.315/.447 with five home runs and a 33.3% strikeout rate in 28 games. It wasn't a terrible start, but it certainly didn't indicate that he would catch fire as quickly as he did. From June 1st on, Kurtz hit .304/.403/.669 with 31 home runs and 71 RBI in 89 games. Yes, he did still strike out 30% of the time, but that's always going to be a little bit a part of his game. He's still just 22 years old and will play another season in hitter-friendly Sacramento with a young and improving lineup around him. It's hard not to get excited about his future.

5. Rafael Devers (Giants)

.252/.372/.479 35 HR, 99 R, 109 RBI, 1 SB

Yes, after all that drama, Devers is now first base eligible. The veteran took issue with the way the Red Sox handled signing Alex Bregman this offseason and then had no desire to patch things up with the front office, so he was shipped out of town mid-season to San Francisco where he slowly worked himself into a role as the team's first baseman. That's a role he figures to occupy for much of the 2026 season, but the bigger question is what impact Oracle Park will have on him. Devers was somebody who went to the opposite field often in Boston, using the Green Monster to his advantage, so he struggled initially when he had to change his approach in San Francisco. Overall, Devers hit .236/.347/.460 with 20 home runs in 90 games with the Giants, striking out 29.4% of the time and pulling the ball 45% of the time, which is 8% higher than his career average. He did make tons of hard contact, but there are some questions about whether or not the 29-year-old can shift his approach so drastically and maintain his .276 career batting average while playing in San Francisco.

6.Vladimir Guerrero Jr. (Blue Jays):.292, 23 HR, 96 R, 84 RBI, 6 SB

7. Matt Olson (Braves): .272, 29 HR, 98 R, 95 RBI, 1 SB

8. Freddie Freeman (Dodgers): .295, 24 HR, 81 R, 90 RBI, 6 SB

9. Yandy Diaz (Rays): .300, 25 HR, 79 R, 83 RBI, 3 SB

10. Vinnie Pasquantino (Royals): .264, 32 HR, 72 R, 113 RBI, 1 SB

2026 Breakouts

Ben Rice (Yankees)

Matthew Pouliot covered Rice in his catcher's article, so check that out here. I will just add that, from June 1st on, Ben Rice had the third-best Process+ score in all of baseball, behind only Aaron Judge and Juan Soto. That's certainly the company you want, and the Yankees need to just give this kid at-bats.

Andrew Vaughn (Brewers)

I don't know if the Brewers are going to let Vaughn be their starting first baseman in 2026, but they should. In 64 games with Milwaukee, he hit .308/.375/.493 with nine home runs, 46 RBI, and a 14.6% strikeout rate. He had an 11.1% barrel rate and 91.7 mph average exit velocity over that span, but also put up a Process+ score of 126, when 100 is league average. From July 7th on, when Vaughn was called up by the Brewers, his Process+ score was in line with Roman Anthony, Vladimir Guerrero Jr., Kyle Stowers, and Julio Rodriguez. So we have the results and we have the metrics to suggest that his approach and process support the results. I'm excited to see what a full season can bring.

Kyle Manzardo (Guardians)

With Carlos Santana out of town, Kyle Manzardo should head into the 2026 season as the everyday first baseman in Cleveland. The 25-year-old dealt with some off-season hardship this season, with his mother undergoing major surgery in the middle of the year, which also led to him missing a few games. Baseball players are human too, so that undoubtedly weighed on his mind, but Manzardo seemed to turn a corner on the field in the second half of the season. He hit .256/.338/.473 with 12 home runs and 33 RBI in 60 games to end the season. That's in line with the player we think Manzardo can be. He's just 25 years old and has an MLB career barrel rate of 11.2%, so there is plenty of quality contact being made. In a full season, could he hit .260 with 25+ home runs while batting in the middle of Cleveland's lineup? That could bring lots of fantasy value.

Troy Johnston (Marlins)

Johnston is a 28-year-old who just made his MLB debut this season, so think of this as a late-career breakout. Still, he hit .277/.331/.420 in 28 games with the Marlins with four home runs, a 9.3% barrel rate, and a 21% strikeout rate. He also stole 31 bases in 84 games at Triple-A this season and has another 24-steal campaign on his resume from back in 2023. So we have a guy with solid 15 home run power who can also steal 20 bases and hit .281 in his career in the minor leagues. Johnston also posted a solid 114 Process+ score during his time in the big leagues, which was the same as Kerry Carpenter, Bo Bichette, Ian Happ, and Vinnie Pasquantino. That means the swing decisions and contact metrics also support the results we got. Johnston is going to be 1B/OF eligible next season, and getting late shares of him seems like a solid plan.

2026 Prospects To Know

Bryce Eldridge (Giants)

Bryce Eldridge was called up by the Giants at the end of the season and struggled in his 37 MLB plate appearances; however, he showed legit power in the minors with 25 home runs in 102 games. He did have a 14.6% swinging strike rate in the minors, so swing-and-miss will always be part of his game, but the quality of contact is elite, and he posted a 95.6 mph average exit velocity in his very brief MLB sample size, but also a 95.7 mph average exit velocity in his 66 games at Triple-A. I expect Eldridge and Rafael Devers to split 1B/DH reps in San Francisco next season, and Eldridge could prove to be a great source of power.

Charlie Condon (Rockies)

We say the Rockies hate to promote their prospects, but the Rockies are also finally going to hire a general manager from outside of their organization this offseason, so maybe that all changes. Condon is the 61st-ranked prospect in baseball, according to MLB Pipeline, but is 14th on Keith Law's list. He struggled a bit in 55 games at Double-A this season, but he has impressive tools that helped make him the 3rd overall pick in the 2024 MLB Draft. He showed great contact ability in college and flashed that same ability at High-A to start the season. I expect Condon to begin 2026 at Double-A, but a hot start to the season will move him to Triple-A, at least. The Rockies have nobody really blocking him at first base, so if Condon were to get hot, they could give him a shot at big league at-bats, where his power would be tantalizing in Coors Field.

Abimelec Ortiz (Rangers)

A little bit off the radar here, but Ortiz had a great season in 2025, hitting .257/.356/.479 with 25 home runs and 89 RBU in 130 games. Oddly enough, his batting average was actually much better in his 41 games at Triple-A, hitting .283/.388/.565. The 22-year-old is only 5'10" but 230 pounds and swings the hell out of the bat. He has elite bat speed and began to make more contact as he quieted his approach. He's an average defender at first base, so he's not a DH-only, but Texas was playing Rowdy Tellez at the end of the season because Jake Burger couldn't stay healthy. With a DH spot likely opening and Joc Pederson leaving, the Rangers could keep Burger as the primary DH and give Ortiz a chance to claim reps at 1B, or the two could switch off. The upper levels of the Rangers' farm system are not deep with first base options, so if they don't make a big splash in free agency, expect Ortiz to be in the mix.

2026 Top 12 First Baseman

1. Nick Kurtz: Given his home park and the growth we saw. He has the highest upside of this group.
2. Pete Alonso: A lot is going to depend on where he ends up, but I believe in the approach shift and the consistency.
3. Matt Olson: This Braves offense is going to be better in 2026, and Olson has continued to produce.
4. Vladimir Guerrero Jr.: An elite hitter, but I think we can expect him to hit around 25 home runs, which limits his ceiling a bit at a position where you need power.
5. Freddie Freeman: Will age ever catch up with him? The team context is great, and the results have been there.
6. Rafael Devers: He's been one of the best, but what will the new park do to his batting average and power upside?
7. Bryce Harper: Are we seeing a moderate decline? Will be 33, and his batting average has fallen each of the last three years.
8. Vinnie Pasquantino: We finally saw some power come with the batting average. I'm buying into it being repeatable.
9. Josh Naylor: Where he signs will be huge. So much of his value came from those late steals. Will they return?
10. Michael Busch: Put together a great season in Chicago, and has gotten his strikeout rate under control. Power is very real.
11. Tyler Soderstrom: A bit of a rollercoaster, but the results were there. Power is great, and the home ballpark is tremendous.
12. Willson Contreras: Aging but safe. He's probably a 20 HR bat with a .260 average on a decent team, but you know you're getting his consistency.