Blog Archives - Page 15 of 28

The WWE and UFC Merger: What’s Ahead for TKO

Posted on October 6, 2023November 18, 2024 by Athelo Group

By Tyler Cohen

Athelo Group

Combat sports’ unmatched fusion of athleticism, strategy, and theatrics has enthralled spectators for generations. Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), two of the most recognizable names in combat sports, stand out for their different perspectives on fight entertainment. The 1993-founded UFC is a pioneer in the rise of mixed martial arts (MMA), stressing the spontaneous battles between athletes trained in different disciplines. WWE, which has its roots in the 1950s, is recognized for its scripted professional wrestling shows that mix athleticism with dramatic storytelling. UFC and WWE have both attracted dedicated fan groups, blurred the barriers between sport and entertainment, and become integral parts of the combat sports culture.

The Creation of a Powerhouse

Back in January of 2023, Endeavor-owned UFC and WWE began discussing the possibility of joining forces. On September 12th, 2023, UFC and WWE sealed the deal in a shocking merger valued at $21B. Their newly formed entity, Total Knockout Group (TKO), will maintain the autonomy of WWE and UFC while also growing the world of combat sports and combining elements from both sport and entertainment. Ari Emanuel, the CEO of Endeavor, and Vince McMahon, Chairman and CEO of the WWE, came together to agree upon the terms of the merger and their vision for TKO. Although there are growing pains, both Emanuel and McMahon believe that TKO will become a sports and entertainment powerhouse.

As a result of the merger, TKO went public on the New York Stock Exchange and gave investors and fans the chance to own a piece of the action. When explaining the monumental move to investors, Emanuel stated: “This is a once-in-a-lifetime opportunity to bring together two leading pure-play sports and entertainment companies that operate in the most attractive parts of the media ecosystem.” The stock opened on the exchange at $100 per share and has dipped to around $82 dollars a share. As the company continues to grow, there are high hopes that being publicly-traded will help TKO flourish in the long run.

Eyes on the Fighters

Wrestlers and MMA fighters have dedicated their lives not only to the sport, but also to putting on an engaging, dynamic show for fans. The merger between UFC and WWE is guaranteed to have a significant impact on the fighters of both organizations. While UFC and WWE will still be operating separately, they will be creating bigger audiences and new opportunities for fighters. By combining the two organizations and their committed fan bases, we all expect to see the fans’ love for the two sports grow into one. Although there’s no sign the two will hold combined events, TKO is considering the advantage of stacking events. Khan has even hinted at the idea of an “All Star TKO Weekend” which would include Smackdown, UFC, and WWE all occurring in succession on the same weekend, in the same city.

Fighters will also see opportunities to broaden and test their skill set. We’ve seen cases where UFC fighters transition to the ring and where WWE wrestlers transition to the Octagon in bold, career-expanding moves. For example, CM Punk and Brock Lesnar participated in both organizations and were able to showcase their talents in different ways, sparking new interest among fans. When asked about the new opportunities available for fighters within the TKO organization, WWE President Nick Khan explained how “UFC people with big personalities who, once their UFC run is done . . [could] have a longer life at WWE, an extended life with TKO.” With the two organizations united as one, fighters should find it much easier to switch over and test the waters of a new way of fighting.

On the other hand, the merger also poses new challenges to fighters under the TKO umbrella. With two of the most well-known sports organizations merging together to become a powerhouse of sport and entertainment, so many eyes will be on TKO whether you’re a fan or fighter. If athletes are actively looking to pursue careers within TKO, there may be an increase in competition for jobs, making it harder to obtain and retain a job. On September 22nd, for example, the WWE released 20 wrestlers and 100 off-camera employees due to TKO’s 2024 media rights deal with USA Network. With many new athletes wanting to join and such limited space, performances need to be entertaining and there is a lot of pressure on the athletes to create results. Overall, the UFC and WWE merger has presented fighters with both exciting opportunities and a more demanding landscape in their pursuit of success.

Impact on the Combat Sport Fans

Whether you’re a fan of the sport or entertainment aspect, we all can expect an exciting shift in the way we consume and interact with the content produced from these amazing events. With the combination of skills and resources, TKO has the potential to improve production quality, create deeper stories within the organization, and compile athlete rosters that will amaze fans and spectators alike. More additions we may see take place include blending of characters and plot lines, holding events consecutively, and with TKO’s new media rights deal, we could even have the opportunity to see reality television and exclusive content.

Additionally, the TKO merger has the potential to improve the fan experience, whether you’re a fan consuming material from the comfort of your home or attending the live event in person. With events held around the globe, it is critical that Emanuel and McMahon find unique ways to merge their respective fans into one cohesive, engaged base. Having the two biggest combat sport organizations under one umbrella allows for so much opportunity for this kind of engagement.

The merger between the UFC and WWE to create TKO is a bold move that has the potential to revolutionize the way we perceive and consume combat sports and entertainment. It has the power to captivate a global audience, create unforgettable moments, and push the boundaries of what is possible in the world of sports entertainment. As this exciting venture unfolds, the world will be watching intensely, eager to see what TKO has in store for the future of combat entertainment.

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Sports Betting Legalization: What Its Big Impact Means for Sports

Posted on September 29, 2023March 19, 2025 by Athelo Group

By Jason Martini

Athelo Group

It’s time to get in the game! As more states legalize sports betting across the country, the sports industry has felt its impact in both positive and negative ways. Mobile sports betting is now legal in 28 states, which is up from 18 in January 2022, and has led to a surge of fans betting on sports. Last year, nearly half of American adults placed at least one sports wager, a third of which placed at least one wager per week. These record-setting numbers will only continue to rise as more states legalize sports betting. While this is great news for fan viewership and engagement, it also brings some negative concerns over the integrity of the game and its impact on athletes.

Increase in Viewership/Engagement

Beginning with the positives, sports betting’s growing popularity means an additional layer of engagement for both sports teams and leagues. Leagues like the NFL are now leaning into the industry by placing the betting lines on TV for viewers to follow in real time. Networks will even showcase sports betting analysts before the game to educate audiences on the best bets to place. This new approach relies on the idea that when people place a bet, they have a financial stake in the game and are more likely to closely follow it.

The results speak for themselves: NFL viewership has increased every year since the legalization of sports betting. In 2022, the NFL pulled in an average of 17.9M viewers on regular season games, which is a 20% increase from 2017. With more states beginning to legalize sports betting, these numbers will continue to rise. Major League Baseball is another league reaping the benefits. According to Casey Brett, MLB’s Vice President of Gaming and New Business Ventures, “sports bettors, compared to the average fan, are 40% more likely to stream, 36% more likely to buy a ticket, and 30% more likely to read an article on MLB.com.” For MLB, the positive trend in sports betting translates into increased revenue in the form of ticket sales, subscriptions, and advertising.

Increased Fan Experience

The sports betting surge is also enhancing the fan experience. To meet demand, stadiums have begun incorporating sportsbooks that are connected to the venue for fans to place bets before, during, or after the game. This concept is new in the sports world and is starting to grow. Before sports betting was legalized, fans would go to a game, buy a beer, and watch from their seat. Now fans are able to visit kiosks in the stadium to place bets mid-game, or they can go sit in the sportsbook and watch their bets with other fans.

Millennial fans have long awaited this enhancement, considering back in 2020 over half of this demographic believed on-site sportsbooks would improve the fan experience. The numbers from the Caesars Sportsbook at Capital One Arena support this concept, as the amount of money waged by bettors climbed to $5.7M in August 2022. Because this development is consistently receiving positive feedback from fans, we’re likely to see more in-stadium sportsbooks pop up in the future.

Integrity of the Game

While sports betting legalization positively impacts the industry, it does come with some drawbacks—such as its impact on the integrity of the game. We’ve seen this come to light recently when a number of NFL players were suspended for their involvement in sports gambling. In this 2023 season, ten players were suspended for sports gambling, seven of which suspended indefinitely because they bet on the NFL. These are the dangers that come with the legalization of sports betting. Leagues are now on the lookout for this as they have had to implement stricter measures to prevent players and personnel from trying to fix games and participate in other forms of corruption.

To combat this issue, the NFL is reexamining how they educate players and personnel on their gambling policy. A new directive the NFL established this year increases the education provided to young players entering the league. NFL rookies are now obligated to watch additional training videos from the league compliance, beginning with a message about the “integrity of the game.” Putting this in place should provide more information and clarification for the players about the dangers of betting on sports and the consequences involved.

Impact on Athletes

With more people participating in sports gambling and player-specific betting, athletes are now facing more unnecessary scrutiny and hate than ever before. Players have started to speak out about their experiences, some even sharing the hateful messages they’ve received from fans. This happened in the NBA last season when former Washington Wizard and now Phoenix Suns guard Bradley Beal was confronted by a disgruntled fan who had just lost a bet. Beal responded by saying that he was just doing his job and that he takes what he does very seriously. Beal then turned and swatted towards the man, knocking off his hat. There was a police investigation, but no charges were filed.

With the increase of people gambling and placing player-specific bets, more of these situations are likely to occur. So far, there have been no regulations or consequences enacted by the NBA or any other leagues when it comes to fans verbally attacking players for their losing bets, but it’s something leagues may consider moving forward.

While there’s still a need for greater clarity on how to shape regulations, one thing’s for sure: sports betting is experiencing rapid growth. By 2030, the industry is projected to be worth $182B. As it expands, its effect on the sports industry will continue to grow alongside it. Its popularity is undeniable; sports betting adds a new dimension to how people engage with the game by maximizing fan experience and deepening fan involvement. On the flip side, it also challenges the game’s integrity and can create a toxic dynamic between fans and players. More leagues may tighten regulations in the future to combat these issues, but only time will tell how this new development changes the landscape of the sports industry.

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Coco Gauff: US Open Champion & Social Justice Advocate

Posted on September 22, 2023December 3, 2025 by Athelo Group

By Desta Sahle

Athelo Group

Earlier this month, Coco Gauff hit one final backhand at the U.S. Open and fell to the ground in a flurry of emotions. Fans in N.Y.C.’s historic Arthur Ashe stadium and all around the world rejoiced. Coco had just made pro tennis history by winning her first career Grand Slam. This incredible accomplishment marks the first American teen victory at the championship since Serena Williams almost 25 years ago. Even more impressive than Coco’s win, however, is the inspiring story of how she got here and the sky-high trajectory of where she’s going.

Coco Gauff’s Breakthrough: From Teen Prodigy to U.S. Open Champion

Coco first embarked on her 2023 U.S. Open journey with a thrilling comeback victory over German qualifier Laura Siegemund, overturning a set deficit to progress to round two. Coco didn’t just win the match– she also won over thousands of fans through a viral TikTok clip captured on the court. Siegemund’s attempts to slow down the game and gain an unfair advantage led to a heated exchange between Coco and the line judge. Frustrated by the judge’s refusal to intervene, Coco told her: “I don’t care what [Siegmund] is doing on her serve, but my serve, she has to be ready.” The crowd roared in support and viewers at home grew mesmerized by the 19-year-old’s ability to both advocate for herself and maintain composure.

In the following round, Coco faced a challenging matchup against 16-year-old Mirra Andreeva, ultimately winning 6-3, 6-2. Moving forward, she encountered Elise Mertens, a match that proved to be a seesaw of breakpoints and tenacity. Coco, however, managed to rally and secure a 3-6, 6-3, 6-0 victory, bringing her into the last 16. Her next matchup against Caroline Wozniacki required similar resilience: Coco lost four consecutive games in the fourth match. Undeterred, Coco made an incredible comeback and won 6-3, 3-6, 6-1.

Coco had made it to the U.S. Open quarterfinals for the second consecutive year, where she would win in just 68 minutes against Jelena Ostapenko. This memorable game resulted in Coco’s debut Grand Slam semifinal appearance, where she entered a face-off against Karolina Muchova. In this dramatic match, Coco had to wrestle more than her opponent with an unexpected pause in the game due to climate change protests. Nevertheless, she maintained her composure and left the match with a 6-4, 7-5 victory. This triumph paved the way for her final clash against Aryna Sabalenka from Belarus. Despite starting on the back foot with a 2-6 loss in the first set, Coco displayed immense grit, fighting back to secure the title with a final score of 2-6, 6-3, 6-2. This marked Coco Coco’s first-ever Grand Slam title.

Beyond the Court: Coco Gauff’s Role as a Voice for Change

Coco’s athletic career has been an impressive one from the start. Her trajectory has consistently soared from her stunning victory over Venus Williams as a 15-year-old to clinching her first Grand Slam title this month. Coco’s incredible journey was enriched by the background that shaped her. While her athletic accolades are undeniably impressive, the story of her holistic development, which she attributes to her family, stands out even more.

Corey Gauff, Coco’s father, had a background in collegiate basketball and introduced Coco to a diverse set of sports during her formative years. When tennis became the sport she stuck with, Corey became her coach, honing her tennis skills from a young age. He instilled in her the importance of self-belief, lessons Coco attributes to her significant victories, including defeating Venus Williams in 2019. Beyond tennis, Coco’s mother, Candi, managed Coco’s education and provided emotional support, ensuring a well-rounded development both on and off the court. Candi drew her insightful perspective from her family’s legacy. Candi’s father, Eddie “Red” Odom, significantly contributed to racial equality in sports by founding a Little League that created opportunities for Black children to participate in baseball. Candi’s mother, Yvonne, was the first Black student to integrate her high school. Through such role models, Candi imparted social responsibility and advocacy values, which she instilled in Coco at a young age.

Given these values, it’s no wonder Serena Williams is such a monumental idol for Coco – not just for her unparalleled achievements in tennis but for how she has revolutionized a predominantly white sport. To Coco, Serena’s presence in tennis provided representation, allowing her to see herself in the sport’s pinnacle. Growing up, Coco didn’t feel out of place in tennis because the world’s top player mirrored her identity. Beyond her accomplishments on the court, Serena’s interactions deeply influenced Coco. Serena’s refusal to settle for less in both business and sports, especially as a black woman in a challenging world, has always inspired Coco.

The Brand, Sponsorship & Athlete Partnership Impact

Coco has followed Serena’s lead in creating long-lasting, meaningful relationships in the sports sponsorship space. Through the lens of sports management, the strategic partnership between Coco and New Balance epitomizes the potential of athlete-brand synergy, similar to Serena’s partnership with Nike. When New Balance printed their first “Call Me Coco” t-shirt in response to one of Coco’s press conference quotes, it was already a marketing genius. After her U.S. Open triumph, New Balance seamlessly transitioned the slogan to “Call Me ~~Coco~~ Champion” and made the shirt immediately available for purchase. This instantaneous merchandising move is a testament to the foresight, authenticity, and strength of their partnership. Drawing parallels, Serena Williams has been an equally transformative figure in sports marketing. Her long-standing relationship with Nike led to a recent tribute ad encapsulating her legacy, portraying the depth of their partnership. Both Coco and Serena maintain profoundly authentic relationships with their sponsors. While New Balance placed faith in Coco as early as 2018 when she was just 14, Nike forged a bond with Serena in 2003. These alliances demonstrate the commitment and foresight of brands in paving the way for black women in sports marketing.

Following her monumental U.S. Open victory, Coco is adamant about showing that athletes can be impactful advocates for societal change. Like Serena, Coco recognizes her unique position as a black female athlete with the power to make influential changes within and beyond tennis. With her newfound global recognition, Coco is passionate about leveraging her platform to inspire the future of black female athletes, standing firm in her values, creating conversations around critical social justice issues, and developing meaningful relationships with her supporters and brands. After her exciting U.S. Open win, it’s no surprise fans around the world have high hopes for Coco Gauff as an enduring figure in women’s tennis.

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What NCAA Conference Realignment Means for Student Athletes

Posted on September 15, 2023September 15, 2023 by Athelo Group

By Steven Maffiore

Athelo Group

Ever since major shifts in 2021, college football conference realignment has triggered a domino effect. The landscape of college football as we know it continues to transform as conferences look to boost profits, expand media rights deals, and diversify match-ups. Fans shouldn’t be so surprised, as the seismic shift in the NCAA has been in motion for the past decade. The last two years have drastically altered college football’s future as Texas and Oklahoma are set to join the SEC; USC, UCLA, Oregon and Washington will be joining the Big 10; Colorado, Arizona, Arizona State and Utah are the newest members of the Big 12, and Cal, Stanford and SMU are joining the Atlantic Coast Conference. With the rise of name, image, and likeness, college athletes are taking advantage of the realignment to help benefit their own personal brands, but new challenges may be on the horizon.

By 2024, the Big 10 will consist of eighteen teams. The Big 12 will have sixteen teams, and the ACC will make its expansion into the west coast. Meanwhile, the Pac-12 could face dissolution: the conference has dwindled down to two teams as colleges begin to favor coast-to-coast competition over regional rivalries. Many are wondering what impact this has on college athletes and their respective conferences.

Conferences stand the most to gain here, as the driving force behind college football realignment is sheer revenue. Media rights are quickly growing in value and realignment sweetens the deal. In 2020, the SEC signed a $3B television deal with Disney, and the Big Ten followed up by signing a $7B deal with Fox, NBC, and CBS just last summer. According to U.S.A. Today, the Power 5 conferences combined raked in over $3.3B of total revenue in 2022. Colleges received their fair share as well, with the Big Ten distributing close to $60M per school. The SEC came in close second, giving nearly $50M per school.

The realignment has benefits that reach beyond just the schools. Passed in 2021, the NIL rule change has allowed college athletes to monetize their name, image and likeness through endorsement deals and sponsorships. In the first year of the ruling, NIL netted an estimated $917M for student athletes. Players in dominant conferences like former University of Alabama quarterback Bryce Young had NIL valuations easily exceeding $2M. The potential earnings involved for the players have changed the way schools recruit as well as how the transfer portal may look going forward. Just as schools are joining conferences to help generate new revenue, athletes are looking for schools that will give their personal brand the most recognition. Thanks to expansive media rights deals, players in major conferences and universities can receive attention and exposure, ultimately leading to larger brand deals.

In fact, athletes in recent years have deferred from entering the draft as they can make more money from collegiate NIL than signing a rookie deal. Players who leave school early for financial reasons now have the opportunity to remain in school, improve on their draft stock, and bring in a lucrative income. Talented Michigan running back Blake Corum chose to return to school for his senior year rather than go pro, and he now possesses an NIL evaluation of over $1.2M. Notre Dame transfer quarterback Sam Hartman, who was projected to be a late-round pick in last year’s NFL draft, boasts an NIL evaluation of $1.1M after signing a deal with Beats by Dre.

As great of an impact NCAA conference realignment has on athletes and their personal brands, it does raise some concerns. Many worry how student athletes will be able to juggle the explosive NIL business with their mental health, training, and coursework. Considering NIL success largely relies on an influencer marketing business model, psychologists fear social media stressors could exacerbate an athlete’s mental health. Athletes in dominant conferences may become hyper-focused on social media performance as they look to hit it big financially. In reality, only a select few will hit the jackpot, and others may suffer from the stress of social media.

Other issues of realignment and its impact on NIL include fairness and equity for those who do not play in large-scale sports such as basketball and football. With the majority of the realignment discussion focusing on football, other sports such as swimming, diving, volleyball and soccer won’t see the same benefits. While football players may receive greater exposure, the same cannot be said for more niche college sports. The students’ potential NIL earnings lessen as a result.

In addition, student-athletes will be required to travel much longer distances. When an athlete commits to a university, they understand both the academic standards and travel requirements that come with their commitment. But now, new ACC members like student athletes from Stanford will find themselves traveling cross-country for away games. Depending on the sport, the percentage of these athletes going on to play at the professional level is less than 10%. This means that for the majority of college athletes looking to build a future career, classroom performance trumps on-field performance. The stress of constant long distance travel may divert and disorient these efforts.

No matter how divisive NCAA conference realignment seems, only time will tell if the benefits outweigh the drawbacks. Student athletes in dominant conferences will take advantage of the greater media exposure to boost their personal brands. Colleges will benefit from the profits in growing media value. Die-hard fans will eventually come to terms with the new match-ups and rivalries. And of course, the future is still unfolding. In the coming years, we are likely to see even more changes to the NCAA conferences fans know and love.

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Amazon’s Play in the NFL: Reshaping the 2023 Season Experience

Posted on September 8, 2023September 8, 2023 by Athelo Group

By Josephine Belcher

Athelo Group

Move over ESPN and ABC– there’s a new media giant revolutionizing the sports broadcasting arena! In 2022, Amazon Prime Video began an 11-year media rights deal with the NFL speculated to be worth over $100B. They hit the ground running with interactive NFL content coverage that earned them a Sports Emmy Award. This season, they’re promising game-changing innovations that will transform the way we watch football. Expect various new features from Amazon in the 2023 season, including personalized and engaging advertisements, cutting-edge AI, a special Black Friday game, and much more!

Amazon saw incredible success in year one of the deal, and they’re keen to build on it. They’ve already made strides in expanding audiences, boasting the most-streamed NFL game ever during last September’s Los Angeles Chargers and Kansas City Chiefs match-up. Media Play News reported that during Amazon’s 2022 debut, Thursday Night Football had the youngest median age of any NFL broadcast package since 2013. Additionally, Amazon saw a significant increase in viewership among 18 to 34-year-olds compared to the previous season. As a result, many of the new features are designed to cater to a younger audience.

What’s in store for the 2023 season? Amazon is presenting advertisers with a unique opportunity to target specific audience groups using data analytics. By leveraging geographic, demographic, and behavioral insights, ads will be specifically displayed to the most relevant viewers. This initiative serves to increase ad engagement for brands and enhance the ad experience for viewers. In addition, players featured in the ads will enjoy the benefits of increased exposure for their personal brand.

Interactive advertisements are another factor of Amazon’s strive to reach its audience. Fans watching on Fire TV will have the chance to interact with the ads using their remote. These interactive advertisements give viewers the option to select either an “Add to Cart” or “Receive Email” button using their remote control. This action will trigger a push notification or an email, which contains direct links to the product and Store pages for brands that offer items on the Amazon Store. Through this approach, brands partnering with Amazon can expect more active and immersive engagement from consumers.

Beyond ads, Amazon is harnessing the power of AI to enhance and transform the game viewership experience. Amazon introduced on-screen graphics powered by artificial intelligence back in 2022. They’re taking it a step further this year with a highly advanced blue line feature. The line will show how close the offense must reach the first down marker before the computer recommends going for a fourth down conversion rather than punting. Amazon’s new cutting-edge technology, which has been trained on 35,000 different plays, makes this possible. Other capabilities include analyzing all players’ XY coordinate data, their relationship to each other, as well as their acceleration and directional movement to predict different measures.

In another move to expand audiences, Amazon plans to air a Black Friday game between Miami and the New York Jets that will be accessible to everyone for free. Amazon hopes to hook new viewers into the NFL action and give sponsors like Little Caesars and Audible the opportunity to advertise more effectively. The game will also cater to Black Friday deals from various sponsors hoping to net a wide reach.

Amazon’s innovative approach sets a benchmark for others to follow. Not only does it aim to enhance the viewer experience, but it also provides benefits to players and sponsors. Players can improve their brand image by utilizing interactive ads, partnering with broadcasts, expanding their social media presence, and more. Meanwhile, sponsors can achieve a higher ROI by devising more targeted advertising strategies, leveraging fan insights, and developing innovative ways to engage with audiences through their advertisements. As we approach the 2023 season, football fans can expect an unparalleled and engaging viewing experience.

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Leveling the Field: Equal Opportunity in Women’s Sports Sponsorships

Posted on September 1, 2023August 4, 2026 by Athelo Group

By Alexis Hudson

Athelo Group

Over the past few years, we’ve seen female athletes dominate the sports industry with win after win. Our AG athletes have racked up amazing wins in 2023, including Zoe Benedetto’s success at the East Coast Surfing Championship and Brittany Weiss’ victory at the CrossFit Games with Team Invictus. But even as women continue to show their strength and success within the sports industry, there’s still a lack of opportunities for female athletes to generate sponsorships and brand deals. Too often, companies who use sports to market their product do not look to women first.

Why Women’s Sports Sponsorship Still Lags Behind

While 40% of U.S. athletes are female, women’s sports sponsorship comprised less than 1% of total sports sponsorships back in 2020. In addition, female athletes received a mere 2-4% of media coverage compared to male athletes. This lack of representation could be rooted in outdated gender stereotypes. Sponsorships for male athletes are primarily influenced by their strength, skill set, and popularity, rather than their alignment with conventional beauty norms. Conversely, female athletes often encounter greater challenges, as their appearance can sometimes receive more attention than their abilities.

Gender inequality in sports leagues has contributed to this disparity, too. Lack of media exposure compared to male teams and lower salaries work hand in hand to limit the sponsorship opportunities available to female athletes. Recently, the Women’s U.S. National Team decided to fight back, filing a groundbreaking equal pay lawsuit against the U.S. Soccer Federation. U.S. forward Alex Morgan explained that “as players, we deserve to be paid equally for our work, regardless of our gender.” Former team member Abby Wambach voiced her support, describing the monumental move as a “beacon of hope for women everywhere.” The lawsuit was settled for a record $24M just last year and continues to spark conversation regarding the obstacles women face in sports.

The Unique Value Proposition of Female Athletes for Brands

While the struggle for female athletes is far from over, there’s hope on the horizon. Increased media coverage in leagues like the WNBA and the National Women’s Soccer League has revealed the profitability within women’s sports sponsorships. With 84% of sports fans now interested in women’s sports, the time is ripe for brands to capture this growing audience. One unique draw is the inherent storytelling capacity of female athletes. While viewers are drawn to the game itself, they also feel a personal connection to the athletes and their stories. Brands like Buick capitalized on this connection during last year’s NCAA March Madness with their #SeeHerGreatness campaign. Each Buick ad featured a mini-documentary of a female athlete, showcasing her life achievements and inspiring others to overcome obstacles. The connections female athletes can create is motivating more brands to invest in stories inclusive to all demographics, not just the male sports fan.

Brands That Are Getting It Right

Brands are also finding success by weaving social activism into their partnerships with female athletes. Visa recently renewed their sponsorship with the U.S. Women’s National Team. In an effort towards inclusion and equality, Visa pledged 50% of their investment to programs supporting the team and other women’s soccer initiatives. This deal was a step forward for increasing support of women and closing the gap of injustice. Other brands including Nike, LPGA, Adobe, and Coca-Cola showed support by becoming a part of the Women’s Sports Club, an initiative dedicated to improving media investment in women’s sports. Adidas also took a stand against the lack of visibility for women by entering into the second phase of their “She Breaks Barriers” initiative, which included a film featuring female athletes and a call for their equal representation. Brands utilize these activism-based sponsorships as a way to boost their image, increase popularity, and bolster brand loyalty among women’s sports fans. It’s proven to be a profitable approach, as women’s sport fans are 25% more likely to buy a sponsor product than men’s.

How Brands, Leagues & Agencies Can Close the Gap

With this positive trend in women’s sports, it’s evident that overcoming obstacles in areas like sponsorships is becoming an achievable reality. As more attention is directed towards female athletes and their remarkable achievements, the barriers that once hindered sponsorship opportunities are slowly giving way to a new era of inclusivity and recognition. By continuing to foster support, challenging stereotypes, and promoting equitable representation, the future of women in sports looks brighter than ever before.

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The Unifying Power of Sports: From Lionel Messi to CrossFit

Posted on August 25, 2023August 4, 2026 by Athelo Group

By Madeline Lannigan

Athelo Group

In a world frequently divided by political, cultural, and geographical differences, sports stand out as a symbol of unity and camaraderie. Cheering fans, action-packed moments of competition, and the shared celebration of human achievement overcome barriers and foster connection. From the Olympic stage to a CrossFit gym, sports have the universal power to promote understanding and solidarity on a global scale.

Sports possess the unique ability to transcend language barriers and communicate shared emotions and values. When international athletes compete on the same stage, they are united by a common goal: to excel and showcase the pinnacle of human capability. Even in soccer’s English Premier League, where 63% of the athletes hail from foreign countries, athletic competition is their universal language. No matter where they are from, what language they speak, or what their values are, all countries are united on the field with the common goal of competition. Regardless of nationality, the pursuit of victory and the thrill of the game resonates worldwide.

As athletes and sports enthusiasts converge from various corners of the globe, they engage in a dynamic cultural exchange that enriches perspectives and broadens horizons. Sharing traditions, customs, and stories provides a platform for mutual respect and understanding among teams and fans. Sports can be used to promote cultural understanding because, despite differences, there is mutual respect and compassion for the dedication it takes to compete at the highest level. This was displayed recently among U.S. fans celebrating Lionel Messi’s transfer to Inter Miami. Americans took to the streets, waving Argentinian flags to welcome the player to the States. In a country where football is king, Inter-Miami saw their ticket sales surge 1700%. The Argentinian national’s move continues to bring greater cultural exchange to the United States as new American fans grow to appreciate soccer and the different cultures that comprise its rich history.

Athletes competing on the world stage often share a similar exchange. Last week, American sprinter Sha’Carri Richardson came from behind to clinch the world championship 100-meter title. Soon after her finish, she was greeted by two Jamaican opponents, Sherika Jackson and Shelly-Ann Frasier-Price. The two embraced Richardson and joked about their rivalry. Despite their different home countries, all three women bonded over the love and commitment they share for their sport. Through this mutual respect and understanding, athletes and countries foster relationships that bypass geographic and cultural barriers.

Sports have also long been recognized as a potent tool for diplomacy. High-profile international sporting events, such as the Olympics and the FIFA World Cup, often serve as a forum for nations to unite. These gatherings allow leaders to put aside political differences and focus on the spirit of friendly competition. Sports have even played a crucial role in mending relations and promoting peace between nations. During international conflict, sporting events often serve as symbolic gestures of goodwill and reconciliation. The “Ping-Pong Diplomacy” between the United States and China in the 1970s is a prime example of how sports can pave the way for diplomatic breakthroughs. Until the U.S. table tennis team traveled to China for the historic 1971 World Table Tennis Tournament, the U.S. had completely severed its relationship with the country. The successful trip ushered in a new era of domestic relations, improving diplomacy, goodwill, and understanding between the two countries for years to come.

Additionally, sports unite and amplify the voices of underrepresented and marginalized communities. Athletes from disadvantaged backgrounds often rise to prominence through sheer determination and talent, breaking down barriers and inspiring others. CrossFit athlete Dani Speegle exemplifies sports’ ability to uplift these marginalized groups. Just this year, Speegle embarked on a groundbreaking journey to Saudi Arabia, a country not commonly associated with women in sports. Speegle’s visit not only marked a significant step forward for gender inclusivity in Saudi Arabia but also symbolized the power of an individual to impact international perceptions. Saudi Arabia has been actively working to promote sports and physical activity, particularly among women, as part of its Vision 2030 initiative. However, cultural norms and stereotypes have posed challenges to these efforts. Dani Speegle’s visit to Saudi Arabia defied these stereotypes, offering a refreshing perspective on women’s athleticism and empowerment. As Speegle engaged in CrossFit demonstrations and training sessions with local women, she showcased her physical strength and shared her dedication, discipline, and determination. Her presence challenged preconceived notions and highlighted the potential of women in sports, inspiring a new generation of athletes in the process.

The impact of sports in bridging gaps between countries extends far beyond the present moment. The triumphs and struggles of athletes serve as inspirational narratives for future generations, motivating them to strive for excellence, embrace diversity, and work toward a more unified and understanding world. As young athletes look up to international sports icons such as Lionel Messi or Dani Speegle, they internalize the values of respect, perseverance, and cooperation that sports embody. In a world often marked by division and discord, there is comfort in knowing future generations will continue to have the power of sports to unite them.

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Women in CrossFit: Breaking Barriers in Functional Fitness

Posted on August 21, 2023December 3, 2025 by Athelo Group

By Grant Babyatsky

Athelo Group

This August, the 17th annual NoBull CrossFit Games went down in Madison, Wisconsin. Fans enjoyed intense competition and athleticism. Team Invictus, with our very own Brittany Weiss, won the teams category this year in a very impressive effort, making history by becoming the first team to compete in every event since the first CrossFit games in 2007. In these events, we witnessed spectacular competition and athleticism demonstrated by both men and women participating together on co-ed teams, displaying the empowerment of women to compete at the highest level alongside their male counterparts.

Why Women Are Elevating the CrossFit Movement

CrossFit is an amplifier for women’s empowerment in sports, breaking conventional narratives and promoting a culture of strength, resiliency, and success. This fitness regimen goes beyond physical strength by imparting empowerment in a number of crucial ways. CrossFit challenges the stereotypical beauty standards frequently linked with women in sports. Rather than focusing only on outward appearance, CrossFit champions strength, performance, and skill. This paradigm shift destroys constricting ideas of physical beauty and encourages women to derive their self-worth from their accomplishments.

The sport’s active and encouraging community is a key component of its empowerment journey. Women receive constant support from both coaches and other athletes, creating an environment that fosters their development. This companionship encourages women to take on challenges, celebrate their successes, and cultivate self-confidence inside and outside of the gym.

CrossFit’s Role in Community, Confidence & Mental Toughness

CrossFit promotes mental toughness, which can be transformational, as athletes push themselves through physical and mental strain. Workouts put participants through physical and mental strain, eliminating self-doubt and promoting mental toughness. As women conquer these difficulties, they grow deeply confident in their capacity to overcome difficulties, promoting empowerment in all spheres of life.

Helping to destroy gender stereotypes through its innovative approach to competition, CrossFit is structured to have women participate on an even playing field with men. Once a sport that could only be seen in the gym, CrossFit provides a stage for women to display their strength, endurance, and talent alongside men. As a result of this, conventional gender standards are pushed to the limit, and performance is valued above preconceived assumptions of what men and women are capable of. Women are dispelling preconceptions and demonstrating that their potential knows no gender barriers by taking part in the same demanding workouts and tournaments.

In addition to fostering teamwork and camaraderie, this co-ed competition motivates women to set high standards for themselves and pursue success with no limits. Women’s self-confidence increases as they see themselves competing on par with males, transcending the gym and affecting other facets of their lives. Additionally, the inclusive culture of CrossFit encourages participants to appreciate and admire one another, reiterating the notion that effort and commitment, not gender, are what determine success.

Breaking Barriers: Competing on Equal Ground with Men

CrossFit’s contribution to women’s empowerment is best exemplified by prominent female athletes like Dani Speegle and Brittany Weiss. Their accomplishments in this sport exemplify the transcendence of women above stereotypes and demonstrate how women can succeed in physically demanding sports. Weiss took the NoBull CrossFit Games by storm with Team Invictus, competing alongside her teammates, with and against other men, ultimately taking the win. CrossFit’s emphasis on progress over perfection is part of the journey to Weiss and Team Invictus’ success – cultivating a positive body image based on personal development by embracing personal growth.

Speegle has used her platform to champion her “Girls Who Eat” campaign, where she celebrates the female’s body, strength, and beauty. On the surface, Speegle is selling clothing. But what she’s really doing is channeling a movement of women who aren’t afraid to be strong. The success she’s seeing with this is a direct result of a massive audience who often feels unheard. Many of them have found solace in CrossFit, and Speegle’s forward momentum in this space has created a safe community for these individuals to come together and lift each other up.

Empowerment in Action: Female CrossFit Icons Leading the Way

In the world of CrossFit, women’s empowerment is illuminated through co-ed competition, where men and women challenge gender norms and compete on a level playing field. This inclusive environment dismantles stereotypes, fostering collaboration, mutual respect, and self-belief. By celebrating strength, resilience, and achievements over appearance, CrossFit redefines women’s roles in sports. The sight of women competing fiercely with and against men inspires individuals to break barriers and set bold goals – and bust through those goals. Through CrossFit, women are finding not only a space to prove their capabilities but a platform to drive home the message that gender is no constraint to pursuing excellence.

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The Impact of Soccer in the US, and Its Continued Rise in Our Culture

Posted on August 14, 2023November 12, 2025 by Athelo Group

By Jack Bluestine

Athelo Group

Soccer has been steadily increasing its influence amongst the American public. This once-niche sport has made significant strides in capturing the attention and hearts of Americans. With events like the ongoing 2023 FIFA Women’s World Cup, the highly anticipated European friendlies on display, and the upcoming 2026 FIFA Men’s World Cup – set to take place right on American soil – the future of soccer in the US is shining brighter than ever before. As the world’s attention turns to the backdrop of many iconic American cities, there seems to be a yearning for a collective moment that will galvanize the nation’s enthusiasm for soccer, solidifying its place in our culture.

Soccer’s Cultural Moment in the U.S.: Why It’s Taking Root

Enter Lionel Messi. One of the most polarizing figures to ever step foot on the pitch, Messi’s arrival to the US to play for Inter Miami CF has revolutionized the way Americans will watch and interact with the world’s number one sport. The deal that helped coax Messi over from Europe will surely pay huge dividends in helping grow the MLS fanbase. Since he signed on, viewership has skyrocketed, attendance & jersey sales as well, and with MLS’ deal on Apple TV, it allows for 100+ other countries the ability to tune in and watch, substantially increasing the value of this deal overall. Technological advances such as the growth of social media and streaming platforms are creating new and easily accessible opportunities for Americans to indulge in the Messi mania. His impact has been seen early on with his debut for Inter Miami attracting a collection of high-profile celebrities such as Kim Kardashian, LeBron James, and Serena Williams. Attendance was well-worth the increased ticket price as Messi had a game-winning 94th-minute goal to secure the win. After the 2022 World Cup, the presence of soccer in the States is booming, creating growth amongst the biggest leagues in the US. With an icon like Messi as the face of the league, the MLS can begin to grow in many different avenues. This is a drastic change that no one in the early days of the MLS’ existence thought would occur.

How Soccer Is Expanding

What has always played second fiddle to the core four sports in America (NBA, NHL, MLB, NFL), the MLS has quietly grown and built its own unique empire within the US. After its initial rebranding in the early 2000s, the MLS changed directions to fit the styles of European soccer clubs worldwide. The US-based soccer clubs had names switched from the likes of the Miami Fusion and Tampa Bay Mutiny to more classic club names like NYC FC and Inter Miami CF. This switch helped further acclimate the US teams to the global standard of soccer worldwide. They also expanded the league overall, going from 10 to 29 teams, with plans to expand to 30 teams in 2025 – the hope being to eventually become a 32-team league. This expansion allows for the continued growth of soccer in cities across America, giving fans a new tie into the sport on a localized level. The MLS has made these numerous changes to keep pace within American sports culture, aiming to be seen in the same tier as the core four.

The impact that European teams and leagues have had on this growth can’t go unnoticed. This summer, America has witnessed some of the top European clubs across Europe come to the US and play in exhibition matches in front of American crowds. Clubs such as FC Barcelona, Real Madrid, Manchester United, Arsenal, and AC Milan have all taken part in the Soccer Champions Tour, to give a glimpse at the excitement of European competition in the US market. These efforts have paid off, with the average attendance of these matches being about 55,000. Real Madrid and FC Barcelona set an attendance record in late July. The match was held at AT&T Stadium in Dallas, Texas, with just over 82,000 fans, the record for the highest-attended El Clasico in US history. Progression has been tremendous this summer throughout the country, as people are all starting to take a serious look at the rise of soccer in the US.

The ongoing Women’s World Cup has also helped build and increase the exposure of soccer culture to the US. After the US Men’s team got knocked out in the Round of 16 in December, all eyes turned to the USWNT. With a third straight World Cup trophy on the line, a feat that had yet to be accomplished on both the women’s and men’s sides of the tournament, the hype for the women in 2023 was palpable. Headlined by stars such as Alex Morgan, Megan Rapinoe, and Julie Ertz, all looking to finish off their illustrious careers by adding another trophy for their home country into the books, this event held a lot of promise. Unfortunately, the USWNT was recently knocked out by Sweden in the round of 16, their first time not advancing to the quarterfinals – ever. This shocking exit so early in the World Cup, is drawing national attention to the USWNT again. Many have speculated if they are past their golden era and if a rebuild is needed in order to be back in the spotlight. Talks have begun on how the talent gap in women’s soccer has closed and there is a need to change to get back to global prominence.

The Commercial Face of U.S. Soccer

Outside of the negative press surrounding the USWNT’s unexpected exit, the highlights from this World Cup have created major buzz in American culture. The Women’s World Cup has provided many worthy stories which help to garner the attention of individuals outside of the typical soccer audience. Linda Caicedo of Columbia became the first soccer player (male or female) to score in three world cups in a calendar year. Despite inadequate funding from their federation, Jamaica’s team made it past the group stages for the first time, and Morocco has made headlines with defender Nouhaila Benzina being the first player to actively wear a hijab while competing at a senior-level global tournament. The celebration of and discussion around soccer is taking shape in America at unprecedented levels.

The Future Holds for Soccer in America

As many tournaments and events in the soccer world continue to commence on US soil over the next couple of years, especially the 2026 FIFA Men’s World Cup, the impact and importance of soccer in the US will only continue to grow. Messi has helped to pave the way for a global audience to be interested in the MLS, and the MLS followed by continuing their expansion and involvement in new communities. What is known as the world’s most popular sport outside of the States, soccer will continue its rapid growth in American culture. Five years from now, it is likely that MLS and soccer generally will be of the utmost importance in our society. It won’t take away from what the core four has built, but will add a completely new element to sports culture in the US. The love and compassion of clubs’ fan bases abroad will echo into America’s foundation for support of the game and the impact it will have on our society will be one that continues to enhance the rise of soccer culture in the US.

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The Real NFL Pros Don’t Wear Helmets

Posted on August 7, 2023November 18, 2024 by Athelo Group

By Claire Devine

Athelo Group

The NFL dominates the U.S. sports industry and is one of the most valuable sports organizations in the world. America’s love for the game feeds this power, but over the past six years, changes in the NFL’s marketing strategy have propelled success. An organization that was once fueled by older generations became an industry for everyone through social media and the NFL’s “helmets off” approach.

Looking back at early versions of Madden NFL, a football player always graced the cover wearing his shiny helmet and famous uniform. They were often shadowed, with dark backgrounds, and centered around the NFL logo. In 2018, the NFL hired Tim Ellis as their new Chief Marketing Officer, and up until that point, most of the NFL advertising and partnerships were marketed just like that Madden NFL cover. When Tim Ellis stepped in, he brought the NFL’s marketing strategy personality, humor, and emotion. Fast forward to Madden NFL 18 – the cover looks a little different. Tom Brady is holding his helmet staring intently. The keyword here: holding. Madden NFL 18 was the first of the series where the player on the cover was not wearing their helmet. Tim Ellis calls this the “helmets off” approach – a step towards reaching a younger fan base.

At the time of his entrance into the role, the NFL audience was dominated by people ages 35+. Ellis’ goal was to tap into and capture the younger audience. The players and faces of the NFL were necessary for this goal, showcasing personalities in a multitude of ways in an effort to grow the NFL community. Players were tasked with creating behind-the-scenes videos of game days, locker room activities, or anything else they could think of. The relaxed, personal vibe of these videos drew people in. Players started earning followings for their humor, personality, and hobbies – ultimately leading to more authentic partnership opportunities. The now-retired Rob Gronkowski is the gold example of how the “helmets off” approach benefits players. Gronkowski’s fan base soared once fans got to know the man under the helmet. With a now booming presence on TikTok and Instagram, he became a favorite of the younger generation and still exists as a face of football regardless of his retirement, appearing in commercials for Dunkin’, ESPN, FootLocker, and more. The “helmets off” approach allows players to create a personal brand that will last beyond the NFL.

It was clear that the changes Ellis made were working, but during and after the pandemic, his strategy brought the NFL’s numbers higher than ever. Since the year 2000, revenues have been on a steady incline with the exception of 2020. Despite a dramatic decrease of $3 billion in revenue to a yearly total of $12 billion due to the global pandemic, the “helmet’s off” approach and social media were key in the incredible climb to $17 billion in revenue in 2021. The NFL marketing and social media teams took this time to hone in on their “helmets off” approach and let the world see life inside of the NFL. The public was craving personal relationships and interactions and the NFL provided this experience across all platforms. This achieved Ellis’ goal of expanding, especially to a younger audience. A 2021 stat showed that of Snapchat Highlight viewers alone, 70% were aged 24 years or younger which was 38% more than the year prior. They also reached a larger audience on Instagram for Kickoff Sunday 2021 beating 2020 by 91%.

Tim Ellis and his introduction of the “helmet’s off” approach proved highly successful. At the end of 2022, the NFL saw a total revenue of $18 billion placing the organization $8 billion ahead of the MLB. If other sports organizations want to continue to grow as rapidly, and continuously, they should take their helmets off and pay attention to the playbook Tim Ellis is writing.

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The Creation of a Powerhouse

Eyes on the Fighters

Impact on the Combat Sport Fans

Increase in Viewership/Engagement

Increased Fan Experience

Integrity of the Game

Impact on Athletes

Coco Gauff’s Breakthrough: From Teen Prodigy to U.S. Open Champion

Beyond the Court: Coco Gauff’s Role as a Voice for Change

The Brand, Sponsorship & Athlete Partnership Impact

Why Women’s Sports Sponsorship Still Lags Behind

The Unique Value Proposition of Female Athletes for Brands

Brands That Are Getting It Right

How Brands, Leagues & Agencies Can Close the Gap

Why Women Are Elevating the CrossFit Movement

CrossFit’s Role in Community, Confidence & Mental Toughness

Breaking Barriers: Competing on Equal Ground with Men

Empowerment in Action: Female CrossFit Icons Leading the Way

Soccer’s Cultural Moment in the U.S.: Why It’s Taking Root

How Soccer Is Expanding

The Commercial Face of U.S. Soccer

The Future Holds for Soccer in America

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