Latest from the blog.

August 5, 2022
Why Community College Sports Programs Are Essential to An Athlete's Success

By Kayla Jones If someone were to ask you to name some of the top college athletic programs in the US, what would be the first schools that you would name? For most people, they would likely name some of their favorite Division 1 schools that are well-known for their athletic programs such as University of […]

July 29, 2022
Women in CrossFit Are Breaking Down Body Image Stereotypes

By Clair Baker When you think about CrossFit, what comes first to mind? Heavy weights? Box jumps? Men with large muscles? What if I told you that women are taking over the CrossFit industry like never before…not only in the gym, but in the media, too. Thanks to these strong, powerful, and capable women, the […]

July 22, 2022
The Uncertain Future of College Football Realignment

By Devin Kelley A University or college football team is essentially a business. With the sheer amount of money and profitability within college football, it is obvious that schools are looking to put themselves in the best position to grow and ensure long-term success. One way to ensure this vision is to be in the […]

July 15, 2022
Premier League Cracking Down on Gambling Sponsors

By Samson Wolpov\ Although sports have reportedly been around for 3,000+ years, historians say sports betting has only been around since the mid-20th century. Recently, sports betting has seen a crackdown on regulations in some parts of the world because some countries or citizens perceive it as organized crime. In other parts of the world, it […]

July 11, 2022
Social Media in Sports Marketing - Gen Z and TikTok

By Sasha Matar They say all roads lead to Rome, but today, all roads lead to TikTok. With almost 1.2 Billion active users on the platform, the video sharing social network has become a trendsetter in every aspect.  TikTok content is at the very center of most sports industries. Around 46% of people on TikTok […]

July 1, 2022
What is LIV Golf and How Does It Compare to Rival Leagues

By Thomas Calhoun The PGA TOUR has always been considered to be one of the most prestigious and well respected leagues in the world, but on June 9th of this past year, the golf landscape changed forever. Just three weeks ago, the first competitor to the PGA TOUR came around and immediately made waves like […]

June 24, 2022
Impact of Title IX on Women's Sports

By Sasha Matar Fifty years ago, a federal civil rights law was passed: Title IX. This law prohibits sex discrimination in all educational institutions (colleges or schools), programs, or activities that receive federal fundings. In other words, Title IX states that "no person shall, on the basis of sex, be excluded from participation in, be […]

June 17, 2022
Celebrating Juneteenth with Action

By Alyssa Turner Up until last year, the most recent holiday officially adopted in the US as a federal holiday was Martin Luther King Jr. Day in 1983. All of that changed when, on June 17, 2021, Juneteenth was signed into law by President Joe Biden. Juneteenth is the celebration of June 19, 1865, when […]

June 10, 2022
A Look Back at the First Year of NIL

By Thomas Calhoun On July 1, 2021, the National Collegiate Athletic Association (NCAA) approved a national interim policy that grants collegiate athletes the right to profit off of their name, image, and likeness regardless of whether or not that athlete’s residing state has an individual NIL law in place. The debate over whether college athletes […]

June 3, 2022
Russia/Ukraine War - Athletes' War Too?

By Sasha Matar For athletes and fans, sports can be an outlet to decompress from life stressors. Professional sports are supposed to be an outlet for entertainment and friendly competitions (even when it's competitive). They are also supposed to be a forum where professional athletes can be their truest selves. So how is it that […]

May 27, 2022
Sun Belt to Stanley Cup

By Morgan Alessi With the NHL playoffs in full swing, the current Sun Belt Expansion golden child, and Tampa Bay, still in the mix, let's take a look at the largest NHL expansion strategy to date. In 1987, after the Edmonton Oilers clinched their third Stanley Cup with a game seven win over the Flyers, […]

May 20, 2022
The Pros Are Going Abroad

By Jakob Fox Historically, going abroad is common for many US college students, but has not been as much for the pro athletes. As we look ahead in the sports world, it is now time for the pros to take their talent abroad, with more and more teams and leagues making plans to play games […]

May 13, 2022
The Shifting Landscape of Team Ownership

By Thomas Calhoun When a professional athlete is looking ahead at life after their career on the field, they are faced with a choice: will they keep working or retire permanently? While the wealth from their player salary over the years may be enough to live comfortably, many athletes are extremely quick to rush back […]

May 6, 2022
OPINION: Athletes Should Be On LinkedIn

By Andrew Stallings When it comes to the social networking platform known as LinkedIn, you either fall on one or two sides of the coin: Die-hard savant that prefers it over Instagram Have no clue why you even have the app on your phone or likely have not even thought about making an account – […]

April 29, 2022
The 'Tok is Queen

By Alyssa Turner What was once considered a spin-off rendition of Vine that nobody knew what to do with, TikTok grew exponentially during the height of the pandemic and has claimed its rightful throne above all other social media. Sensor Tower just announced in their Q1 2022 report that TikTok has become the 5th app […]

April 21, 2022
The New Main Stream

By Jakob Fox Remember the days not too long ago when you could turn on your regional sports network and know that the game you are trying to watch will be on without any blackouts or subscription sign-ins? It appears that these days are behind us, as we continue to see more leagues take advantage […]

April 15, 2022
More Than A Green Jacket

By Thomas Calhoun A tradition unlike any other. Five words that mean nothing to some, but more than anything to others. Famously coined by the great Jim Nantz, this catchphrase carries its weight in gold. The Masters tournament at Augusta National Golf Club is the first of the four major tournaments in the golf season, […]

April 11, 2022
The State of Disc Golf

There has been an explosion in disc golf's popularity over the last two years, and the sport's rapid growth has been notable across the globe. New players, leagues, and courses have popped up rapidly, and there has been explosive growth in nearly every sector of participation: casual, competitive, junior, age-sanctioned, and women. The sport’s popularity […]

April 1, 2022
5 of the Best NIL Deals throughout March Madness

By Andrew Stallings
March Madness is not over yet! Let’s take a step back from the competition on the hardwood and focus on some of the more recognizable NIL partnerships that have unfolded throughout the last month or so, and what makes them so special.

March 25, 2022
March Madness: The Road to Equity

By Jakob Fox Many sports fans will argue that March is the best month of the year, and for good reason - we get March Madness! This year is the first time that the phrase March Madness will include both the men’s and women’s tournaments. While March Madness has been used when talking about the […]

March 18, 2022
Major League Baseball Finally Turns the Page

By Thomas Calhoun  Lockouts in sports tend to be messy, but this year's lockout almost broke the record books. The 2022 Major League Baseball lockout occurred because the MLB Collective Bargaining Agreement from 2017 expired this year and a resolution had to be met in order for the season to take place. The Collective Bargaining […]

March 14, 2022
Partnerships for Change

By Morgan Alessi Over the past two years, charitable giving as an entirety increased while global factors related to the COVID-19 pandemic changed society. As social distancing and political opinions separated us, this last year or two the odd connotation of money bringing societies together often times rang true. Corporations around the world began to […]

March 6, 2022
A Bright Future for Women in Motorsports

While motorsports may seem like a man’s world, that is not exactly the case. To help celebrate International Women’s Day we are taking a look at some of the notable women involved in motorsports over the years and who to watch out for in the upcoming years.  Motorsports has been a predominantly male hobby since […]

February 25, 2022
NASCAR's Next Gen Fans

By Jakob Fox With the NASCAR season now officially underway, the drivers head west for the first of three races in a row. NASCAR is returning to California for the second time this month when the Cup Series heads back to the Auto Club Speedway for the first time in two years. While the next […]

February 18, 2022
The Steroid Era

By Thomas Calhoun Anyone who follows sports know’s the term steroids, PED’s or “juicing”, but what does that really mean? According to the Alcohol and Drug Foundation, anabolic steroids are drugs that help the growth and repair of muscle tissue. They are synthetic hormones that imitate male sex hormones, specifically testosterone. Medically, the drug is […]

February 14, 2022
Defining a Modern-Day Partnership

By Alyssa Turner True Partnership. This is something we strive for with every single one of our deals on behalf of our athletes and partners. But, what does this mean, exactly? And why do we, and many, continuously run into roadblocks when it comes to seeing the win/win mentality in a partnership? There are three […]

February 5, 2022
African American Women Pioneers in Sports

By Jordan Tetterton When we look at the history of African American women in sports, we will see a long and strenuous fight that has been going on since the late 1920s. While great strides have been made, the fight is sadly still going on today. However, some of the biggest names in sports are […]

January 28, 2022
Sliding Out of Mind

By Jakob Fox As the world prepares for the 2022 Winter Olympics in Beijing, fans are getting excited and starting to focus on the sports that they want to watch and follow. The major events like ice hockey, figure skating, and different styles of skiing come to the top of people’s lists of events to […]

January 19, 2022
The Current State Of Golf and Its Future

By Thomas Calhoun Golf began and had always been an old man, country club game, and nothing more. But in 1996, a kid came along and changed golf from a game to a sport. A kid named Tiger Woods. Tiger brought youth, style, and athleticism to golf, and people all over the world took notice. […]

January 17, 2022
Diversity & Inclusion in Sports Leadership

Picture the North American major sports leagues in the 1990s: The players were mostly people of color, but the coaches, managers, and team owners were almost all white.  A snapshot today looks mostly the same. Despite a handful of initiatives meant to increase diversity in the leadership of sports organizations, coaching, and management roles have […]

January 10, 2022
Where Will 2022 Take Us?

By Morgan Alessi As the year came to a close and January quickly rolls by, we reflect on the past 12 months. 2021 brought many victories, obstacles, and moments from athlete mental health awareness to mega broadcastings deals and industry-shifting partnerships, all have shaped the sports industry as we know it.  Some of the most […]

December 30, 2021
Content is King: How Web 3.0 Can Impact the Creator Economy 

By Lucas Prestamo 2021 was supposed to be the year that everything returned to “normal,” where people could gather without masks, meet in-person rather than virtually, and recapture the way of life people were accustomed to. In 2021, the rise of several new digital trends and technologies challenged the norms and values of followers who […]

December 23, 2021
The Future of Game Broadcasting

“Imagine watching a broadcast that’s tailored just to you. Instead of getting the standard play-by-play, you can opt to listen to analysis from your favorite commentator. You can switch to your preferred camera angles and see stats for each player overlaid atop the broadcast and updated in real-time. The virtual advertisements that appear throughout the […]

December 15, 2021
Building a Personal Brand

As time has gone on, all major sports have trended in a certain direction. In the beginning, players were not individually marketed, and every dollar that was made for sports came from the team. The players were controlled by their teams, giving players very little freedom. An example of this comes with Major League Baseball […]

December 9, 2021
The History and Industry of Skateboarding

Skateboarding originated in California before the action sport took the world by storm becoming a global culture and billion-dollar industry. A hobby in the 1950s made popular by surfers who wanted to keep busy when the swell had dropped, quickly created an industry consisting of some of the world’s most well-known brands including Vans, Converse, […]

December 5, 2021
Working Overtime: Partnerships & The State of Competitive CrossFit

While niche sports and activities may not have the biggest followings compared to the “core four” of US professional sports, they often have an audience of devout and engaged fans. CrossFit presents a great case study for an engaged following that is truly a community with an international presence. The sport has grown over the […]

November 19, 2021
Racial Equity in Sports and Its Importance

There are many controversial issues that face almost every sport that is played. In terms of gender, race, nationality, sexuality, and the many other factors that make humans unique, there are inequities that separate people within the world of sport. One of the biggest controversies in sport is the lack of diversity. There are many […]

November 11, 2021
Why Is Recovery So Important?

The multibillion-dollar category of recovery has changed how athletes maintain their health and wellness throughout their careers. The biggest names in sport spend millions of dollars a year on recovery routines to reach peak performance and prevent injury. Tom Brady’s diet program alone is estimated to be around $16,000 per year, while LeBron James spends […]

November 4, 2021
Is a Revolution on the Way for Tennis?

Tennis is considered one of the most popular sports in the world and has a diversified global audience. Much like the world of motorsports, sponsorship deals represent the lifeblood for tennis players given the structure of the professional ranks and lack of consistent salary. These inherent challenges have made the sport a continuous case study […]

October 22, 2021
The Hardships of Amateur Boxing

When people think about fighting, they think of Muhammad Ali, Floyd Mayweather, Ronda Rousey, and Conor McGregor. Those are the athletes who have been synonymous with the sport for decades. People see all of the glory, money, and fame that is brought upon these athletes because of their physical and mental prowess in the ring. […]

October 15, 2021
Sustainable Values Help to Build Sustainable Consumers

More and more companies around the world have put a much larger emphasis on their initiatives, values, and support of non-profit organizations. When a brand initiates a sustainable marketing strategy, marketers notice a direct increase in customer loyalty, internal culture, and sales. Consumers prefer to give back when they shop and 81% of millennials expressed […]

October 8, 2021
What is the Metaverse and How Will it Impact the Sport Industry?

Companies and brands are always looking forward to the future to get ahead of the next trend or phenomenon. Shrewd marketers are researching new ways to connect with fans and identifying (at least, attempting to identify) channels and mediums where fans are more likely to engage with their content. The hunt for the next big […]

October 4, 2021
Emerging Markets: Sports Betting and Gambling

The sports betting and gambling industry is one of the fastest-growing industries in the United States. It is estimated that by 2024, the sports betting and gambling industry’s market size will reach $8 billion. While not all states in the United States have legalized sports betting and gambling at the point of this article, it […]

September 24, 2021
Gender Inequality in Sports

One of the most controversial topics that sports face is gender inequality. There is not just inequality in participation and opportunity, but also with pay. That comes mainly in professional sports, wherein in almost all cases, men make more money than women.  Male athletes in basketball, golf, soccer, baseball and tennis make anywhere from 15% […]

September 17, 2021
A New Meaning Behind Drive to Survive

In 2019, Netflix released a docuseries produced by Box-to-Box Films titled, “Formula 1: Drive to Survive”. This now four-season series pulls back the curtain on one of the world’s greatest racing competitions and “is credited with driving a 99% year-over-year increase in social media engagements in 2020 for Formula 1 across Facebook, Twitter, Instagram, and […]

September 10, 2021
IndyCar’s Road to Progress

Motorsports has a deep history within the United States and the actual racing used to be enough entertainment to keep fans engaged with the sport. Now though, all organizations within sports are pressed with attracting eyeballs through a combination of experiential marketing, team or athlete performance, and social media creativity. IndyCar is no different when […]

September 3, 2021
The Inclusion of eSports into the Olympic Games

In the past decade, video games have become increasingly popular especially among the millennial and generation Z demographics. The rise of video games has extended past being a hobby as many have made careers in gaming. Esports (electronic gaming) has become a multi-billion-dollar industry where professional gamers compete in teams across multiple video games, such […]

August 27, 2021
The Ultimate Surfer

Surfing is a sport that has a very particular fanbase. As a smaller level sport, it is not going to have the number of widespread fans as one of the major sports. However, there is a growing audience. That can be seen through many outlets, but the Olympics may be the best example of that. […]

August 20, 2021
Athletes and Mental Health

Competing at the highest level of sport is every athletes’ dream. They train their entire lives to live up to not only their own standards but those of fans, coaches, teammates, and more. Game time has its obvious pressures, but many viewers often forget the struggles athletes endure on the journey to get there. Simone […]

August 12, 2021
Here to Stay: Cryptocurrency and NFTs in the Sport Industry

Over the past couple of years, cryptocurrency and NFTs have begun making their way into the headlines, particularly in the sport sponsorship space. Although cryptocurrencies and NFTs (non-fungible tokens) have existed for several years, the two terms have achieved significant popularity and growth in the 2020s and there are seemingly no signs these new trends […]

August 5, 2021
A Sport On The Rise

In 2020, U.S Lacrosse reported that lacrosse is the fastest-growing sport among the youth demographic. The rapid growth of lacrosse has been attributed to multiple factors including the proliferation of school sports teams and club leagues. According to U.S. Lacrosse, lacrosse participation among all age groups increased by 32% between 2008 and 2018. The growth […]

July 29, 2021
The Olympics Create Audience Growth Gold

The Olympics are the grandest international multi-sport event in the world. Every four years, the Summer Olympics are broadcasted across nations impacting millions of lives. This year, Tokyo received the honor of hosting the 2021 Summer Olympic Games, bringing together the best athletes to compete after a lifetime of training. To become an Olympian is […]

July 22, 2021
Athlete Partnerships Are The Key to SEO

In the world of social media, a majority of athletes have built an organic following made up of fans that support their career, sport, team, or lifestyle. Athletes have taken over the social media space allowing them to create business opportunities outside of athletics. Most find themselves in high demand when it comes to brand […]

July 15, 2021
The True Winners of the NIL Era of College Athletics

It’s been nearly two weeks since the fateful day when college athletics turned the page to a new chapter: the NIL era. On June 30th, an interim rule change adopted by the NCAA allowed all student-athletes to capitalize on their name, image, and likeness beginning July 1st. Some players, like Auburn QB Bo Nix and […]

June 25, 2021
The Partnership Landscape of eSports

The current eSports revenue model is completely dominated by partnership dollars. At $636.9 million, sponsorship revenue contributes more to the eSports ecosystem than media rights, ticket sales, publisher fees, streaming revenue, and other digital income sources combined. This puts a tremendous strain on eSports organizations to develop partnerships and activate them in ways that will […]

June 19, 2021
What is “success” for an Influencer?

During a time when one’s personalized Instagram feed no longer displays the images of close friends and family. The social media audience craves to understand what is going on in the lives of people that interest them the most. Instead, we open the app only to be forced to observe the millions of targeted brand advertisements, […]

June 9, 2021
Strategy in Motorsports

Over the past couple of weeks, people had the opportunity to watch motorsports races such as F1 Series in Monaco, the Indianapolis 500, and NASCAR’s Sonoma 350. Watching drivers like Conor Daly, who led the most laps in the Indy500, and Corey LaJoie, who was in the top 5 with 25 laps remaining at the […]

June 3, 2021
Invest in Women’s Sports

There’s nearly a 50/50 gender split when it comes to sports participation, but only 4% of coverage is dedicated to women’s sports. The audience for women’s sports is massive and continues to grow, despite the lack of investment in consistent and high-quality coverage. A Nielsen study found that 84% of general sports enthusiasts of all […]

May 27, 2021
Keep an Eye on Pickleball

If I asked you to think of a popular racquet sport, tennis is almost certainly the first thing that would come to mind. For some of us, maybe squash or racquetball rings a bell, but tennis is by far the most popular racquet sport of our generation. After all, nearly 18 million play tennis in […]

May 19, 2021
Rule 40 and the Olympics

The impact of the Coronavirus and pandemic cancelled sports for a long time, including the 2020 Summer Olympics. With the rebrand to the 2021 Summer Olympics, the games will finally be played, and everyone will be able to watch some of the best athletes in the world compete against each other for a gold medal. […]

May 13, 2021
Sports in Underserved Communities

As the world returns to normalcy following perhaps one of the most impactful events in recent history, we begin to see kids returning to sports and fans rushing back to stadiums. Sports are one of the most constructive outlets for any child growing up. It teaches valuable life lessons such as skill-building, teamwork, and humility. […]

May 6, 2021
Winning Off the Field

Athletes are influencers of societal and cultural issues and have a unique power to enact change. Whether it be a specific cause, current issue, or culture in general, the opportunity to create a transformation and “do good” and in turn “look good” is tremendous. The public regards their favorite athletes as role models and looks […]

April 29, 2021
CBD in Sports: An Overview of the Health and Financial Benefits of Cannabidiol

The balance between health and performance will always be a challenge for athletes at every level of competition. Athletes are constantly under pressure from coaches, fans, and organizational members to be in peak condition at all times. Many athletes turn to performance-enhancing drugs as a way to live up to these expectations. However, the long-term health […]

April 22, 2021
OPINION: Brand Values and Messaging Must Be Backed Up By Action

The concept of brand identity has long been at the forefront of modern marketing practice. The most successful brands in today’s market differentiate themselves from competitors by clearly identifying and holding to a set of established values. A company’s ability to maintain success and customer loyalty is often defined by how well it sticks to […]

April 14, 2021
The New Way of Partnerships

Brands and companies have been partnering with athletes for as long as I can remember. A partnership is a way for the fans of these athletes to associate themselves with a product or a brand. This will hopefully generate more interaction with the brand’s website or even generate more sales. Typically, these partnership deals involve a […]

April 8, 2021
In the Zone

The concept of mindfulness has taken on a mind of its own. The trendy buzzword is getting a lot of buzz in the fields of psychology and education and most recently, the world of sports. The practice of mindfulness might just be what you need to gain the extra edge you seek. The difference between […]

April 1, 2021
The Importance of Asians in Sports

When people think of professional athletes, many marvel at the ideas of superstars such as Lebron James, Tom Brady, and Serena Williams. However, as with any industry representation matters. When the opportunity arises for an Asian athlete to gain widespread mainstream attention and social media virality, those athletes must set an example for the billions […]

March 25, 2021
Gambling in eSports

Gambling in eSports has gotten out of control and could get even worse without proper regulations. There are two forms of eSports betting: cash betting on professional eSports games and skin betting. The first gambling companies to enter into eSports already had a foothold in the traditional sports industry. After noticing the exponential rise in […]

March 18, 2021
OPINION: So you want to get involved with NFTs? Here’s what you need to know

Thought the past year couldn’t get any crazier? Well, I hate to break it to you, but people are now buying tweets online for prices over $1 million. Yep. You read that right. As of March 16, 2021, a tweet by SpaceX owner and Tesla CEO has been bid on to sell for over $1.1 […]

March 4, 2021
The Power of the Athlete Podcast

Podcasts have become a very powerful medium by which to convey information and let people get to know you. They are great ways to make a connection and cultivate a relationship with potential fans and followers. Podcasts are quickly gaining more power with increased popularity. Over 51% of U.S. consumers over 12 years old listen […]

February 25, 2021
The Possibilities Clubhouse Gives to Athletes

In a “pre-COVID” world, real-life conversations were perhaps one of the best aspects of life that were taken for granted. With people remaining indoors and “in-person” activities put to a halt. Online services such as gaming, video streaming, and podcasting began to gain popularity. While podcasting began to rise among various celebrities, influencers, and athletes. […]

February 18, 2021
Early Specialization and Diversification in Youth Sports

Youth sport is fundamentally bound by ethical issues that are multiplied as parents become increasingly involved in the athletic lives of their kids. The cost of youth sports is continuing to rise and is compounded by a significant number of hidden costs. This includes gas money, hotel charges, and restaurant fees that parents are supposed […]

February 11, 2021
The Sports Betting Industry is Here to Stay

Many of the Super Bowl’s most notorious annual advertisers opted out of a TV spot for this year’s game, keeping in line with an overall fan experience that felt anything but normal. Instead of traditional brand heavyweights like Coke, Pepsi, and the Anheuser-Busch giants dominating commercial airtime, some fresh faces chose to enter the picture […]

February 4, 2021
Sponsorship Opportunity in a COVID-19 World

In the middle of March, the world of sports changed. We witnessed games being canceled, seasons being postponed, and fans being told they cannot return to stadiums. Many people were worried about how sports would return and what the future holds. Sports teams make most of their profit through three ways: fan attendance (ticket sales […]

January 28, 2021
OPINION: Action Sports is Having a Moment and I’m Here for it

Athletic opportunities take many forms. For some, sports involve a team, a field, or a ball. For others, sport is more solitary and potentially life-threatening. Participation in extreme sports is rising in popularity and spanning across a range of demographics. For extreme athletes, the roar of the crowd is replaced by the rush of adrenaline […]

January 22, 2021
There’s a Niche for You on Twitch

During a time when almost every interaction is virtual, there is one platform that has made incredible strides to become the ideal media streaming service. Twitch has gradually begun making its climb to becoming one of the most used apps over the past couple of years. Many would assume that Twitch is just another “nerdy” […]

January 14, 2021
An Overview of Social Media Marketing and an Introduction to Surreptitious Advertising

Athletes are increasingly monetizing their social media channels. Portuguese football star Cristiano Ronaldo, who currently has the most Instagram followers at 254 million, can make $1.5 million per Instagram post (GQ, 2019). While most athletes cannot compete with Ronaldo’s digital following, the ability to incorporate this lucrative supplemental revenue stream in addition to league contracts is […]

Stay in the loop.

Enter your email to sign up for the Athelo Group newsletter.
menuchevron-down