Pending government review, Microsoft will soon close on the largest acquisition in the history of the gaming industry – a $68.7B purchase of Activision Blizzard. The sale will give Microsoft ownership of longstanding franchises such as World of Warcraft, Call of Duty and Overwatch to add to the tech giant’s own top brands – Halo, The Elder Scrolls and Minecraft, to name a few. As for traditional sports, Microsoft has a league deal with the NFL and activates with all but one team. Microsoft’s initial investment in sports began in 2008 with a five-year, $20M jersey rights deal with the Seattle Sounders. That deal was extended until 2019, when Zulily took over the shirt sponsorship. To gain greater insight into any brand involved in the sports marketplace, head to SBJ Atlas.