Blog Archives - Page 17 of 28

Gaming Industry Marketing: How Brands & Influencers Capitalize

Posted on April 10, 2023December 3, 2025 by Athelo Group

By JT Mildenberger

Athelo Group

The gaming industry has become one of the fastest-growing markets for advertising spend in recent years. As technology advances, the industry continues to explode, with constant evolution providing new opportunities to expand reach. There are currently 3.1B active video game players worldwide, indicating a 32% increase over the last 7 years. The competitive esports market alone is projected to bring in over $890M from sponsorship and advertising revenue. The sheer magnitude of this consumer base makes video games the perfect place for promotion. Recognizing the unique incentive in reaching consumers during their leisure time, marketers are positioning advertising to consumers in a way that feels authentic. In order to target this demographic and create a positive association, marketing decision makers must be thoughtful about their strategic approach to best connect with the audience. Let’s take a closer look at how these strategies take shape.

Static In-Game Advertising

Static advertising is becoming less common in the video game world, but it can still prove effective when executed correctly. A static advertisement is branded content that is integrated into the game and remains the same throughout its lifespan. Take the outfield fence in the video game, Major League Baseball 2K8, for example. Pre-production, Chevy placed ads on the game’s digitized fence the same way they would place them on a physical fence in a real MLB baseball game. Since Chevy already sponsored MLB outside of the game, their presence mimics reality and expands their audience into the gaming community. Chevy’s move also cements them in the game forever: each time a user inserts the disc and plays, the same ad appears in the outfield. This is an effective strategy when deployed in a game that is expected to have a long lifespan and a storyline that incites high user interactivity.

Dynamic In-Game Marketing

As gaming moves away from discs in favor of online downloads, dynamic in-game marketing has become most utilized. Because of mobile gaming’s high accessibility, it claims nearly half of all global gaming market revenue. Its large stake in the market has made dynamic in-game marketing one of the most popular forms of in-game advertising throughout the entire industry. Advertisers can easily specify which games align with their target audiences, apply a creative approach, and run their advertisements accordingly. The mobile game Farm Away, for example, began using a type of dynamic in-game marketing known as “rewarded ads.” Each time a player watched ads in the game, they were rewarded with currency to use in the Farm Away world. Watching the ads incentivized players and pushed their activity within the game. Through this type of dynamic in-game marketing, developers saw ad engagement skyrocket and a boost in positive player feedback.

In addition to running in-game ads, brands are finding creative ways to generate in-game exposure through virtual shops. Brands can now place their digitized products within the video game, allowing players to purchase the product and display it on their character. Epic Games employed this strategy through partnerships with brands like the NFL and NBA. This partnership allows players to equip their characters with team-branded uniforms in the massively popular video game, Fortnite. Because Fortnite is one of the most-played games for kids, sports leagues can now use their virtual merchandise to appeal to a much younger demographic.

Gucci adopted a similar strategy through their involvement with the popular online game, Roblox. What began with Gucci offering a virtual handbag that players could purchase for their characters has since evolved into “Gucci Town.” Gucci Town is a virtual marketplace filled with Gucci stores that are constantly updating their virtual product offerings. As augmented reality continues to enhance user immersion, it seems that marketing initiatives like “Gucci Town” are only just the beginning.

Esports Partnerships

Esports comprise the competitive side of the video game industry. Teams and individuals compete in leagues similar to traditional sports. And just like major US sports teams, esports teams are an enticing partner for brands looking to expand their reach. A strong example of this is popular esports team, Faze Clan, and their partnership with Doordash. This partnership was elevated in July of 2022 when Doordash began offering gaming-themed sandwiches branded “Faze Subs.” Doordash recognized gamers’ patterns of ordering delivery in-between gameplay and streaming, which made the partnership relevant. By understanding and embracing the gamer lifestyle, Doordash’s partnership with Faze Clan felt authentic to its audience.

Unfortunately, not all gaming partnerships are able to connect as flawlessly. The gaming community contains some of the most passionate fan bases in the world who are quick to call out those who miss the mark. In 2021, Coca-Cola released a gaming ad to which its audience mocked relentlessly. The ad featured a gamer taking a sip of Coca-Cola mid-competition, then befriending his enemies because the soft drink supposedly “brings people together.” Coca-Cola failed to understand how competitiveness and trash-talk are integral parts of esports culture. Due to its lack of authenticity, Coca-Cola’s campaign alienated its audience. At one point, the ad even had 10 times more dislikes than likes on Youtube.

Influencer Marketing

Influencer marketing has proven effective in the gaming industry, with platforms like YouTube and Twitch turning many streamers into celebrities with millions of followers. Brand giants are willing to pay top dollar in exchange for these influencers’ reach and consumer engagement boost. One of the first influencer mega-deals occurred in 2019 when Adidas signed a multi-year deal with Twitch streamer and esports player, Ninja, worth between $20-30M. Ninja is currently the most-followed Twitch streamer with over 18M followers. Adidas’s first collection with Ninja, “Chase the Spark,” encouraged gamers to “follow their passion, whatever it may be.” The marketing campaign included a video game-style animation of Ninja’s early life, honoring gaming’s impact on his childhood and career.

Even figures outside of the gaming world are looking to capitalize on the industry’s growing reach to expand their personal brand. Recent trends depict more and more influencers, celebrities, and athletes making appearances in some of the world’s most popular video games. Last year, for example, Call of Duty offered players a Snoop Dogg branded bundle that included a playable version of Snoop Dogg in the game. Being a fan himself, Snoop Dogg described the collaboration as a way to be a part of a game that is “hip and associated with greatness.” Months later, Call of Duty launched another campaign with star soccer players Lionel Messi, Neymar, and Paul Pogba. In doing so, they successfully intersected gaming and professional soccer’s massive fanbases.

As the gaming industry continues to expand, with a projected annual compound growth of 6.3% over the next 8 years, the marketing opportunities are endless. By 2029, the industry’s current value of just under $2B is expected to surpass $3B. As marketers invest in this expanding industry, they must maintain a strategy that feels true to their audience. Outsiders who fail to root their gaming partnerships in authenticity will not see favorable results. On the flip side, those who truly wish to understand gamers and enhance their community have the potential to flourish.

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If the Glass Slipper Fits: March Madness Cinderella Teams

Posted on March 31, 2023March 19, 2025 by Athelo Group

By Meghan Gallary and Sophia Nadler

Athelo Group

Everyone loves a Cinderella story, especially NCAA basketball fans rooting for a No. 8 seed or lower. The sheer plotline of an unheralded team making a deep tournament run is thrilling regardless of top picks, bracket upsets, or rivalries. As the end of the 2023 March Madness season quickly approaches, let’s take a look at this year’s foremost Cinderella teams and some surprising statistics about results thus far.

The University of Miami Hurricanes

In the 2023 women’s bracket, Cinderella sported green and orange slippers as the University of Miami Hurricanes lived up to their name, taking the tournament by storm. Placed as the No. 9 seed on Selection Sunday, the Canes were not considered a shoo-in for March Madness. It’s safe to say they exceeded expectations as they clinched a spot in the Elite Eight after their five-point win over the No. 4 seed, Villanova University Wildcats. The team’s previous tournament wins include victories over the No. 8 seed, Oklahoma State Cowgirls, and the No. 1 seed, Indiana University Hoosiers.

Miami’s most famous player duo, the Cavinder Twins, came into March Madness balancing TikTok fame. Haley and Hanna Cavinder are part of a prominent group of high-earning NIL influencers among the likes of Olivia Dunne and Paige Bueckers. In between VLOGs and brand promotional posts, the two often capture time spent with family and friends. During the initial rounds of March Madness, a family member’s health emergency threatened to throw them off their game. The twins stated in a YouTube video that despite their emotions being “all over the place,” they wanted to head into the game ready to fight for the win. While the Cavinder Twins were able to lead the Canes to the Elite 8, the No. 3 seed, Louisiana State University Tigers eventually stole their ticket to the Final Four last Sunday, with a final score of 54-42.

The two Final Four games determining who will make it to the 2023 NCAA Women’s March Madness Championship will take place later today, Friday, March 31. The No. 3. seed, LSU Tigers will play the No. 1 seed, Virginia Tech Hokies at the American Airlines Center in Dallas, Texas. On the same court two and a half hours later, another No. 1 seed, University of South Carolina Gamecocks, will battle the No. 2 seed, University of Iowa Hawkeyes.

The Princeton University Tigers

In this year’s men’s division, Cinderella traded in her baby blue gown for one with orange, black, and white stripes. The Princeton University Tigers were named the No. 15 seed on Selection Sunday and made it all the way to the Sweet Sixteen after beating the No. 2 seed, University of Arizona Wildcats, and the No. 7 seed, University of Missouri Tigers. Princeton was taken down in the Sweet Sixteen by the No. 6 seed, the Creighton University Bluejays, with a final score of 86-75.

Despite the loss, many are taking note of how this iconic Princeton team came to be. One player so integral to the team’s run, Tosan Evbuomwan, hails from Newcastle, England. Associate head coach, Brett MacConnell, took a flight across the Atlantic Ocean to meet the star back in 2019. During the trip, MacConnell watched Evbuomwan’s team lose by a landslide. Nevertheless, he recognized Evbuomwan’s potential as a play-starter with consistent, strategic passing skills. Princeton took a chance on the English forward, and the rest is history. Even head coach, Mitch Henderson, is adamant that the passing ability of this current Princeton squad is unlikely to occur again for another 50 years.

Men’s Final Four games will take place without Princeton tomorrow, Saturday, April 1. The No. 5 seed, San Diego State University Aztecs, will face off against the No. 9 seed, Florida Atlantic University Owls, and the No. 5 seed, University of Miami Hurricanes, will take on the No. 4 seed, University of Connecticut Huskies.

While neither of the Cinderella teams have made it through to the Final Four, they did lend a hand in making tournament history. This is the first year ever in March Madness that all of the men’s No. 1 seeds have been eliminated before the Elite Eight and the first time in 12 years that a men’s No. 1 seed has not made it to the Final Four. This year’s No. 1 seeds were the University of Alabama Crimson Tide, the University of Houston Cougars, the University of Kansas Jayhawks, and the Purdue University Boilermakers. No fairytales will be coming true for the Canes or Tigers this season, but fans can still look forward to the upcoming championship games. The women’s will take place on Sunday, April 2 and the men’s the following day, Monday, April 3.

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AI in Sports: Transforming Betting, Analytics & Performance

Posted on March 24, 2023December 3, 2025 by Athelo Group

By Sophia Nadler

Athelo Group

Earlier this month, LSU gymnast Olivia Dunne faced scrutiny after promoting Caktus.AI to her 7M TikTok followers. LSU officials stated firmly how student use of the essay-writing AI platform is akin to plagiarism. They urged that from an academic standpoint, Dunne’s partnership sends the wrong message. Ethical dilemma aside, AI platforms are taking the world by a storm. Dunne is just one of many capitalizing on the future of tech. AI’s emergence stands to reform the way we work, communicate, and consume media. While its place in academia poses concerns, its presence in sports is far more embraced. From sports betting to sports marketing, let’s explore how AI enhances the sports industry:

Sports Betting

AI’s pop culture surge parallels the timeline of sportsbetting’s widespread legalization. Now more than ever, sportsbooks can apply AI elements of personalization and accuracy to elevate the betting experience. Companies like FanDuel and DraftKings benefit from AI algorithms’ insight into betting behavior and automated processes, keeping their losses down and profits up. AI’s machine learning technology can instantly break down large sets of data and find patterns. The end result is like looking into a crystal ball: companies receive extremely accurate predictions, gain more insight into the behavior of high-volume betters, and can adjust their odds accordingly.

It’s not just the sportsbooks who are winning: sportsbetters are also taking advantage of AI’s capabilities. Some have used the AI platform, ChatGPT, as the foundation for generating more advanced data analysis programs. While ChapGPT cannot automate informed bets, it can help coders build the systems to do so. One ChatGPT user, Siraj Raval, enlisted it to create WagerGPT. Raval’s program uses neural networking to place informed, winning bets. Raval plugs in information like sports sentiments on Twitter, team performance variables, and current betting odds. Data then acts as building blocks for pattern creation, links, and deductions. His first two bets on the platform won him over $7K. Even so, Raval stresses that WagerGPT is an experiment, and similar to other AI platforms, there is no way to ensure accurate bets. He urges other users to only bet amounts they’re comfortable with losing.

Sports Performance

Athletes are also taking advantage of AI. For decades, reviewing game footage has been a vital part of athletes’ training regimens. Athletes like Tom Brady and Kobe Bryant watched their game tapes religiously, looking for minor tweaks and improvements to act upon in the future. Until recently, not many technological developments were made to streamline this process. With the emergence of AI, new advancements help athletes better utilize this tried-and-true training method.

Burgeoning companies like Sparta Science and Seattle Sports Science apply AI machine-learning to game footage in order to prevent injuries and analyze form. Apps like HomeCourt use similar technology to help basketball players optimize their shooting. And instead of scrolling through hours of game footage, teams can now add AI Box analytics to game cameras. The technology saves time by instantly finding and personalizing relevant footage.

MLB baseball players like Matt Carpenter use AI at Baton Rouge’s Baseball Performance Lab to enhance their swing. Wearing special sensors, Carpenter tests multiple bats as the sensors collect performance data. AI technology analyzes the data and finds the perfect bat to optimize his results on the field. Carpenter says his work with the Baseball Performance Lab played a huge role in his Yankees revival. Since then, other intrigued players have made the trek down to Baton Rouge in hopes of achieving similar results.

Sports Stadiums

Sports stadiums now enlist AI to bolster security and optimize the fan experience. While some find these measures dystopian, others see it as a necessary step into the future. Home of the NY Knicks, Madison Square Garden, began using AI facial recognition tech as early as 2018. Other venue operators aim to follow suit: according to a 2021 industry report, facial recognition is the newest security measure operators wish to invest in most.

Since then, technology continues to evolve. In this year’s Super Bowl, Phoenix police surrounded the sportscape with cameras possessing an AI object-detection system. Rather than recognizing faces, the cameras detected loitering and generated fully-visible portraits in long-distance, pitch black conditions. Indianapolis Motor Speedway uses a similar surveillance technology equipped with predictive analytics to prevent overcrowding and ensure fan comfort.

Last year, the Dutch government partnered with the Eredivisie soccer league to enhance social safety in stadiums. The pilot program entitled, “Our Football Belongs to Everyone” is a response to past discriminatory behavior and racist chanting inside the stadium. Before the initiative, Excelsior’s Ahmad Mendes Moreira took so much racist abuse from fans that officials had to temporarily stop the game. Moreira left the pitch for thirty minutes, marking the first time a match has ever been halted due to racism. Using AI-powered smart sound cameras, operators can now measure fan involvement in the stands and address discriminatory behavior in real time.

Sports Media

Sports media utilizes AI for content-generation and personalization. Recently, major sports media publications have turned to AI for augmented article writing. Sports Illustrated, for example, enlists AI to match the demand for media consumption and better align with consumer engagement. Amidst pushback, Sports Illustrated urged that AI will never replace journalism. It’s true: problems with AI-written articles include factual inaccuracies and lack of creativity and human voice. Instead of publishing the generated article verbatim, Sports Illustrated uses AI for ground-floor article development, then revises and fact-checks from there.

Sports Marketing

In sports marketing, AI tools optimize social media advertising. Ever wondered why you see ads for Dick’s Sporting Goods on Instagram and Facebook right after googling “Nike sneakers?” You can thank AI for that. Using Meta’s AI advertising algorithm, sports marketers can produce highly targeted ads. The algorithm combines factors like business objectives and user behavior to expose the ad to the most actionable audience. Building on this technology, Meta released yet another AI advertising feature. Sports marketers can now use Advantage+ to generate up to 150 advertisements for them. Marketers no longer have to start from scratch when it comes to manual ad creation.

As AI becomes the new normal in the sports industry and beyond, some fear for its ethics and long-term impact on the job market. With 37% of businesses utilizing AI as of 2022, these fears are not so irrational. AI’s newfound dominance poses issues of privacy, plagiarism, and threats to the workforce. In response to these concerns, we must remember that technology should enhance our lives rather than complicate it. As AI technology develops, a system of checks and balances should develop alongside it. We’ve seen firsthand how AI can elevate the fan experience, provide safety to both spectators and athletes, and enhance sports media and marketing. Its value is undeniable, but its limitations and threats are ever-present. While AI is a whiz at evaluating data, it has yet to replace human creativity, consciousness, and ingenuity. As long as we maintain that balance, AI is capable of improving our lives for the better.

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Athletes vs Social Media Influencers: Who Wins the Marketing War?

Posted on March 20, 2023December 3, 2025 by Athelo Group

By Claire Brown

Athelo Group

In 1905, Pittsburgh Pirates shortstop Honus Wagner became the first athlete to publicly endorse a sports product. The company paid Wagner $75 to use their signature bat in games. Recently, there has been a significant shift in how brands approach sponsorship marketing. Rather than relying solely on traditional advertising methods, many brands have begun to focus on social media influencers to promote their products or services. This trend has been particularly prevalent in industries where influencers have a large following and significant sway over their followers’ purchasing decisions.

Just last month, the clothing brand Eddie Bauer laid off its entire team of professional athletes in favor of social media influencers with large followings. While this may make it seem more difficult for athletes to secure sponsorships, there are many strategies athletes can employ to ensure they are eliciting results that will entice brands. Here are some tips:

Develop a unique brand identity

Athletes can build a strong personal brand by developing a unique identity that distinguishes them from their peers. This could involve identifying a particular style or aesthetic, creating a signature catchphrase or hashtag, or leveraging their personal story to create a compelling narrative. Through personal brand development, athletes’ personas transcend beyond their sport and create longevity for brand deals.

Build a strong social media presence

Social media is a powerful tool for developing a personal brand and connecting with fans. Athletes can use social media platforms such as Instagram, Twitter, and TikTok to share their stories, showcase their skills, and engage with their followers. By building a large following, athletes possess more currency in potential sponsorship deals.

Showcase their athletic achievements

While some social media influencers may have a large following, they typically don’t have the same athletic prowess as professional athletes. Athletes can leverage their athletic achievements to demonstrate their dedication, discipline, and skill, and appeal to sponsors who value those qualities. Michael Jordan, widely regarded as the greatest basketball player of all time, has leveraged his success on the court to become one of the most lucrative athlete endorsers in history. His most successful deal was with Nike in 1984 to launch the Air Jordan sneaker brand. The brand continues to succeed: it generated over $2B in revenue last year alone.

Collaborating with the right brands

Athletes can leverage their platform to collaborate with brands that align with their personal brand. This could involve partnering with a clothing or equipment brand, promoting a health and wellness product, or supporting a local business or charity. Finding the right brands with the same values can lead to winning long-term partnerships over traditional influencers. Professional surfer, Brisa Hennessy, recently became a UNICEF Costa Rica Ambassador. This partnership builds Brisa’s brand by showing the world her passion for bringing awareness to children’s rights and her love for her home country, Costa Rica.

Create innovative content

Athletes can also build their personal brand by creating original content such as videos, podcasts, or blog posts that showcase their personality and expertise. This content can help athletes grow a loyal following and attract potential sponsors who value their unique perspectives and voice. Amber Torrealba, for example, is a professional skimboarder with her own unique style of content creation. Her action-packed drone and GoPro shots have landed her brand deals companies like Blenders Eyewear.

Work with a sports marketing team

Athletes can benefit from working with a sports marketing team specializing in building personal brands and securing sponsorship opportunities. While general marketing agencies provide some value for athletes, an agency specializing in sports can provide athletes with meaningful industry connections and help construct sports-centric storylines. These agencies often already share relationships with brands already embedded in sports. By investing in a sports marketing team, athletes can better identify potential sponsors, negotiate contracts, and manage their personal brand to maximize their earning potential and combat the influencer marketing trends.

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2023 World Baseball Classic Preview

Posted on March 11, 2023March 19, 2025 by Athelo Group

By JT Mildenberger

Athelo Group

After a six-year pandemic-induced hiatus, baseball’s international championship returns this March. The 2023 World Baseball Classic is baseball’s version of the World Cup with 20 countries competing to be crowned world champions. The 20 qualifying countries will begin in competition in pool play. There are four pools consisting of five teams each, where the top two from each pool advance to the bracket stage of the tournament. The differentiating factor between the WBC and baseball’s Olympic event is the talent pool. The Olympics are played during the MLB season, meaning that MLB players do not participate in the event. Since the WBC occurs just before the MLB season starts, many of the MLB’s biggest stars will leave spring training early with the goal of helping their country become world champions. This year’s classic has a plethora of storylines to follow as the sport looks to make waves around the globe.

Sponsors Capitalizing on Global Exposure

WBC’s global popularity presents a unique opportunity for brands to gain exposure worldwide. According to Sports Business Journal, “Sponsorship revenue is up 31% from the 2017 event, with 52 sponsors across 10 countries for the WBC, including four with global marketing rights: Kowa, Konami, THK, and NX Nippon Express.” The 2023 MLB season will see teams wearing jersey patch sponsors for the first time ever and the WBC will follow suit. Team USA will display DirecTV jersey patches and T-Mobile advertising on their batting helmets. Many sponsors expect this to be a breakout year for the competition because of the amount of superstar talent participating. Viewership should surge as Fox Sports takes over for MLB Network as the exclusive broadcasting home of the 2023 WBC.

USA Looking to Defend Their Title

The United States are the most recent WBC champions after capturing their first title back in 2017. They enter this year’s competition with a loaded roster consisting of 19 MLB all-stars and 4 MVPs. Such a concentration of talent will create many tough decisions for manager Mark Derosa, as he is forced to decide which stars do not crack the starting lineup. One lock for the starting lineup is Center Fielder Mike Trout, a 3-time American League Most Valuable Player and one of the top hitters in the world. Pitching poses more of an unknown as two of the USA’s top starting pitchers, Nestor Cortes Jr. and Clayton Kershaw, had to withdraw from the competition due to injury concerns. The USA will not have an easy road to a championship repeat, as there is MLB talent stacked across the competition. The U.S. does, however, have a home-field advantage: they are the only squad that will not have to leave their country to play a game.

The Dominican Republic enters the tournament as the odds-on favorite, and rightfully so. The D.R. has assembled a powerhouse team with all-stars at nearly every position, but the separating factor is reigning National League Cy Young winner Sandy Alcantara. Alcantara is the best pitcher in the tournament and the Dominican squad will lean on him heavily to shut down opponents. Another major threat to the title is team Japan, who are led by phenom Shohei Ohtani. Ohtani, the reigning AL MVP, is widely regarded as the best player in the world because he is both a superstar hitter and pitcher. Japan has won the first two World Baseball Classics in 2006 and 2009 and are looking to regain their title as world champions. While these are the three most talented teams in the tournament on paper, anything can happen once they get out on the field.

Czech Republic’s Unlikely Journey

The Czech Republic enters the tournament as one of the few teams without major league talent on their roster. In fact, there has not been a Czech-born major league player since 1952. They earned their spot in the tournament with a stunning victory over Spain in the qualifying round. A recent social media video featured members of the Czech Republic team discussing their day jobs as high school teachers, sales managers, and financial traders among other professions. The team’s schedule is more akin to a high school team than a major league squad. Each member works their job during the day and then heads to the field at 5:30 PM for practice. It is truly remarkable what this team has been able to accomplish so far, and they will have a chance to continue their Cinderella run as they match up with teams such as Japan and Korea in pool play.

With MLB viewership on the decline in recent years, the sport is in desperate need of a bounceback season. Changes to the game have been made to increase audiences. Through new pitch clock implementation and the infield shift ban, viewers should expect a quicker, more aesthetic game. The WBC provides an opportunity to prepare fans worldwide for the upcoming season’s developments, with two full weeks of ultra-competitive international play as an alternative to the typically mundane spring training. The global exposure the sport receives could prove invaluable as the game looks to evolve for a younger generation. Fans from across the globe will watch in hopes that their country has what it takes to bring home the gold.

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Should Transgender Athletes Compete in Women’s Sports?

Posted on March 3, 2023March 19, 2025 by Athelo Group

By Meghan Gallary

Athelo Group

The 1977 US Open was held at the West Side Tennis Club in Queens, New York, and ran from August 29 to September 11. Among the lineup of female athletes competing in the two-week tournament was 43-year-old Renée Richards, the first professional athlete to identify as transgender. Two years prior, Richards, who grew up as “Richard Raskind,” underwent gender affirmation surgery after decades of struggling with self-identity. In 1976, she applied to play in the women’s division of the US Open. When the United States Tennis Association did not allow her to, she sued them for violating the New York Human Rights Law. The court case ruled in Richards’ favor, and she was granted the right to compete in the Open in 1977. Although she did not win a singles or doubles title in the tournament, her presence alone had a substantial impact and opened many doors for transgender female athletes. Forty years later, the public is still divided on whether this has been an asset or a detriment to the world of women’s sports.

The WSL: Bethany Hamilton

On February 3, 2023, the World Surf League adopted the International Surfing Association’s Transgender Policy, which allows transgender surfers to compete in either the men’s or women’s events, so long as they meet certain eligibility requirements. While the news elicited mixed reactions from fans and surfers across the globe, one particular response garnered the most attention. Just a day after the announcement, 15-year WSL veteran Bethany Hamilton posted a two-part video on her Instagram page, sharing her thoughts on the matter: “I think many of the girls currently on tour are not in support with this new rule and they fear being ostracized if they speak up.” Hamilton then posed questions she felt were not taken into consideration when the rule was passed: “Have any of the current surfers in the World Surf League been asked what their thoughts and opinions are? Is this better for the women in surfing? If so, how? How did whoever decided these hormone rules come to the conclusion that 12 months of testing testosterone makes it a fair and legal switch?”

Hamilton also informed viewers that she will be pulling out of the league unless the law is retracted. Her combined videos received over 235,000 likes and more than 38,000 comments, many of which came from fans and professional surfers voicing their support. Other commenters found her claims to be ‘hateful,’ ‘transphobic,’ and ‘disappointing.’

Once her posts made headlines as big as CNN, Fox News and NBC, she published an additional statement aimed at her critics: “I really don’t think at this point there is a solution that will please everyone. There are different world views and that is part of life. I may not have the perfect answer. But I do feel the way I do and will continue to stand firm in what I shared here.” As a number of other big-name surfers continue to reshare her videos in agreement, WSL fans and athletes are left wondering what this means for the future of professional surfing.

USA Soccer: Alex Morgan

Such rules and regulations are not only impacting the pros. The same week Hamilton’s Instagram reels went viral, Alex Morgan, starting forward for the U.S. Women’s Soccer Team, relayed her thoughts on the topic of youth transgender athletes. During a press conference leading up to the SheBelieves Cup, Morgan expressed that “the inclusion of trans kids in sports is the inclusion of kids in sports.” She encouraged inclusivity, emphasizing how politics should have no place in sports and that the debate endangers trans kids’ lives.

Policies against transgender athletes have the potential to uphold female and racial stereotypes. Assuming that individuals who are assigned male at birth will inevitably dominate when competing against individuals assigned female at birth enforces the idea that women are less athletic than men. Such conventional images often exclude black women and girls, who are frequently typecast as stronger and more masculine. These concepts are also echoed in the fact that there is significantly less dialogue surrounding trans men in sports, since it is a common supposition that they will be less likely to keep up with cis men, much less pose a threat to their teammates’ or competitors’ standings.

Morgan also continues to advocate that the National Team should discuss playing more games in Florida and Texas, two states that have legislation restricting transgender girls from playing with biological girls. “We’re not ones to shy away from hard conversation or taking a stand for what’s right,” she says. The National Women’s Soccer League’s current transgender policies state that trans women are allowed to compete for them, so long as the individual has identified themselves as female and does not change their declaration for a minimum of four years. This decision was made in the spring of 2021. Similar to the World Surf League’s more recent announcement, it too has received a mix of support and backlash.

NCAA Swimming: Riley Gaines and Lia Thomas

The public debate about transgender women in sports extends beyond just tennis, surfing, and soccer. Lia Thomas graduated from the University of Pennsylvania last May, and during her four years at Penn, she competed on both the men’s and women’s swim teams, becoming the first transgender athlete to win an NCAA Division I national championship in 2022. Thomas won first place at nationals for the 500-yard freestyle event. She also competed in the 200-yard freestyle, tying for fifth place with University of Kentucky’s Riley Gaines.

A 12-time NCAA All-American, Gaines was also in her senior season when she swam against Thomas, hoping to podium her final year as a Wildcat. She claims that when she and Thomas tied down the hundredth of a second, the NCAA official told her the trophy would be given to Thomas for “photo purposes.” Many have criticized this statement, arguing that it would not have made a difference: in accordance with NCAA rules in the case of a tie, the trophy is given to whichever athlete is older. Thomas was born in 1999, and Gaines was born in 2000.

Nearly a year after both women graduated from their respective universities, Gaines has continued to speak out against transgender women in sports, pushing for a rewrite of Title IX. “I realized it’s my duty as a female athlete who experienced this injustice to really use my voice and my platform to advocate for those female athletes who are emotionally blackmailed and gaslit into silence,” she told the Washington Examiner in February.

Gaines’ and Thomas’ interviews have sustained a decades-long debate, and have brought a massive amount of attention to the question: should transgender female athletes be allowed to compete in women’s sports? While there is no way to please everyone, keeping informed, being respectful, and staying open-minded are essential when making decisions or speaking about a topic that impacts human rights.

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WWE Embraces an Uncertain New Era

Posted on February 24, 2023November 12, 2025 by Athelo Group

By Sophia Nadler

Athelo Group

WWE has been around since 1953 and has experienced nearly as many eras as America itself. In the ’80s, WWE wrestler Hulk Hogan ushered in its Golden Era. Figureheads like Stone Cold Steve Austin led its late ’90s Attitude Era. Ruthless Aggression followed in the early 2000s with tragic figure Chris Benoit at the helm. As WWE emerges from the pandemic with a revised strategy, the historic organization has reinvented itself once more. Emerging talent, new leadership, and potential new deals fill WWE’s New Era with both promise and uncertainty. Is there longevity? Let’s take a closer look at the factors at play:

WWE Created New Content

As WWE begins its new chapter, the organization has filtered in exciting new talent and content shifts to match. After the harshness of its Attitude Era, WWE overcorrected in 2008 with a move towards family-friendly programming. CEO Vince Mcmahon told reporters that this 2008 shift would remove Attitude Era’s “excess” and create a platform for more “refined and compelling storytelling.” The end result was a miss for many fans who felt political correctness had no place in the WWE universe. In the summer of 2022, WWE was set to learn from this decision, announcing its intention to switch to TV-14 programming. A new rating change would satisfy older generations of fans who share nostalgic ties to the former WWE eras. Fast forward to present day, and talks of a new rating have screeched to a halt.

With Paul “Triple H” Levesque as WWE’s new head of creative, the lack of rating change may not matter. Triple H is a former wrestler himself with over thirty years of experience and 14 WWE titles under his belt. After just 5 months into his new role, Triple H saw double-digit increases in WWE’s social media engagement and a 15% larger audience for “Monday Night Raw.” His fresh perspective and content shifts have positively impacted the organization in a short amount of time. He’s placed a greater focus on the women’s division, highlighting stars like Shotzi Blackheart, Ronda Rousey, Shayna Baszler, and Racquel Rodriguez. He’s also incorporated longer matches, which allows storylines to stretch across entire episodes. In addition, Triple H enhanced WWE championships by restoring tough, unpredictable match-ups.

WWE’s New Talent

WWE’s interesting talent acquisitions have also helped WWE gain new audiences. YouTube star, Logan Paul, made his WWE television debut on Smackdown in 2021. While WWE is no stranger to adding celebrities to its roster, Logan Paul is a special case. His appeal to Gen X and Gen Z is unmatched, boasting a combined 47M followers on Instagram and YouTube. Even older fans gained respect for the social media star as he proved himself as both a competitor and entertainer in the ring. WWE confirmed his success by inking an extended, multi-event appearance deal with Paul just last year.

In addition to Paul, WWE launched a NIL program to groom future talent. The first of its kind, WWE’s “Next in Line” aims to develop college athletes by providing resources for brand building, media training, and live event promotion. At the end of the program, certain athletes are offered a WWE contract.

Potential New Media + Sponsorship Deals in the WWE

Over the course of 2022, WWE’s viewership reached new heights with a 70% audience increase on Peacock. Greater audiences means greater media value, and WWE is looking to capitalize. As its exclusive broadcasting deals with Fox and NBCUniversal end next year, WWE announced new strategies to maximize content licensing opportunities. These new deals would open other media outlets to opportunities while still respecting the current agreements with Fox and NBC. Hulu, for example, has Day 2 rights to WWE’s “RAW” program. After “RAW” broadcasts live on USA Network, Hulu users can watch the program the next day. Through new alternative licensing options, new rights buyers could add this content to their library after Fox and NBC’s contracts expire.

In addition to media rights, WWE wants to expand their sponsorships using an approach similar to UFC. UFC currently rakes in around $100 million in sponsorships a year. WWE makes significantly less at $35 million. Where the organization lacks in dollars, it makes up for in influence: 67% of WWE viewers are more likely to consume brands partnered with WWE. This value is higher than any of the top sports organizations in the world– even the NFL. WWE plans to use this momentum going forward, forging more deals and utilizing the ring as a blank canvas for ad space.

Vince McMahon’s Influence in WWE

Vince McMahon bought WWE from his father in 1982 and grew the organization into the global entity it is today. Despite all the success McMahon has brought to WWE, he still remains a controversial figure. Reports erupted last summer that McMahon paid $12M+ over the last two decades to shut down sexual misconduct allegations. As a result of the reports, McMahon stepped down from his role as WWE’s chairman and CEO. His retirement didn’t last long, however, as he returned to his position just 6 months later. The company’s stock soared over 22% upon McMahon’s return. While some members of the board believe McMahon should have remained in the shadows, his presence is undoubtedly valuable to the company. Fans and stockholders still find solace in a figure who built WWE’s expansion from the ground up.

With company valuations at record highs, Vince McMahon is now in talks to sell. Potential suitors include UFC owners, Endeavor Holdings, and Saudi Arabian investors. A drastic change in leadership is sure to shake up the organization’s future and pose questions about its long-term success.

AEW Is On The Rise

All Elite Wrestling (AEW) is by no means eclipsing WWE, but it has become a fierce industry competitor. AEW was founded in 2019 with a sports-centric approach. WWE, in contrast, prioritizes entertainment above all. Where WWE matches comprise 20 minutes per hour of programming, AEW matches comprise 28. The small difference is palpable, as viewers find AEW programming more heightened and fast-paced. Even so, there is a predictability to AEW that WWE has managed to shake. Where AEW believes their biggest stars should maintain a winning record, WWE is more interested in close match-ups with less obvious endings.

AEW still has changes to make if it wants to compete head-to-head with WWE. To truly close the gap, AEW must surpass WWE’s women’s division efforts and fine-tune its “Rampage” programming. WWE programs like “Raw” and “Smackdown” have had decades to evolve, establish storylines, and create a proven formula for success. AEW’s “Rampage” and “Dynamite” still need more time. If CEO Tony Khan continues to push AEW forward, WWE should keep AEW on their radar as a competing sports property and threat to longevity.

As the WWE moves forward, older fans look to its past with nostalgia and to its future with hope. It’s unknown how long Vince McMahon will remain as a chairman, but with Triple H in creative control, the company is enjoying substantial boosts in viewership and engagement. New talent, content, and media rights structuring all bolster its longevity. The potential sale has not hurt returns, either.

Despite current success, WWE must continue to evolve. The organization is deeply ingrained in American culture, but it’s not too big to fail. Competing sports properties like AEW will continue to keep WWE on its toes, fighting for a share of WWE’s large viewership and fanbase. Key decisions made in the next year should help us better understand WWE’s future trajectory, but in the meantime, it’s “so far so good” for the WWE.

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2023 Super Bowl Commercials: The Reward is in the Risk

Posted on February 17, 2023March 19, 2025 by Athelo Group

By Claire Brown

Athelo Group

The Super Bowl is a perfect example of how great of an impact brand advertising has on sports. While advertisers typically struggle to hold an audience, the Super Bowl is their once-a-year jackpot. Brands that secure an ad spot will net a massive audience who is genuinely invested in the commercials’ entertainment value.

Super Bowl commercials have steadily increased in value since their inception. The first Super Bowl commercial ran during Super Bowl II in 1968, broadcasting to an audience of 70 million Americans. One of the commercials ran right through a kickoff and set a foundation for decades to come, indicating to marketers that commercials are just as anticipated as the big game. Fast forward 55 years later and Super Bowl commercials are still just as exciting as the game itself. Usually, commercials are background noise in between plays, but on Super Bowl Sunday, commercials draw the attention of everyone sitting around the TV.

The ad spot rate for the 1968 Super Bowl telecast sold for an unprecedented $150,000 a minute. In 1995, the cost of a commercial broke $1 million. Today, a 30-second commercial slot costs between $6 million and $7 million. While football is the focus when planning the Super Bowl, turning a profit is just as important. Each year, the game draws in millions of dollars to the NFL, broadcasting platforms, the host city, stadium, players, advertisers, and more. It’s turned so extreme that advertisers even attempt to nudge the game’s location, kick-off times, and duration in their favor.

While Super Bowl ads are meant to entertain, they are also meant to satisfy strategic objectives. Companies aim to increase brand awareness, consideration, favorability, and purchase intent of the record-high 115 million viewers who watched this year’s game. To do so, they invest time, creativity, and millions in production costs.

Companies do not score a home run just by purchasing an ad spot, however. The risk of broadcasting a commercial on the Super Bowl stage is enormous. If a Super Bowl commercial fails, the consequences can prove catastrophic. Since the Super Bowl consistently reaches the most viewers, an offensive commercial can spur anything from a PR nightmare to a lawsuit against the company. With how prevalent “cancel culture” has become in our society, one mistake can cost a company its entire following. In 1999, for example, the sportswear brand Just-for-Feet ran a Super Bowl ad that showed a young runner from Kenya being hunted down, drugged, and ultimately forced to wear a pair of shoes. After the ad ran, the company faced several multi-million dollar lawsuits. Just For Feet’s reputation was destroyed, its business suffered immensely, and it was labeled a racist company. It’s not enough to simply be part of the Super Bowl, a winning strategy must be at hand, and if there isn’t, the consequences could be grave.

Which ads succeeded this year

The 2023 Super Bowl commercials were dominated by iconic celebrities, social media memes, and a ton of viral TikTok references. We saw Ben Affleck take over a Dunkin Donuts drive-thru with a special appearance by Jennifer Lopez. The brand PopCorners brought us a “Breaking Bad” reunion with Walter White, Jesse Pinkman, and Tuco Salamanca. Miles Teller, who is known on social media for his iconic scene in the new Top Gun movie, danced it out with a Bud Light. We felt nostalgia as Disney’s 100th Anniversary montage took viewers of all ages down memory lane. The commercials that succeeded this year did a good job of appealing to our emotions, whether they made us laugh, made us cry, or made us feel a sense of nostalgia. Super Bowl commercials try to tap into these emotions in order to subconsciously create brand recognition in the viewer’s minds.

Which ads failed

Unfortunately, not every commercial can be a winner. DoorDash’s “We Got Groceries,” Rémy Martin’s “Inch By Inch,” and M&M’s “Super Bowl 23”, were brands on the list that fell short at this year’s Super Bowl. According to the USA TODAY Ad Metrics, these three ads were some of the lowest-rated Super Bowl commercials this year. Commercials don’t always land with the target audience as the company might have predicted or hoped. Each failed advertisement left viewers confused as to what the point of the commercials was. Marketers need to remember they are playing a high-stakes game, and for next year’s Super Bowl, marketing teams should focus on telling an emotionally compelling story on the screen.

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Sportsbooks Spending Billions Yearly On Marketing

Posted on February 10, 2023March 19, 2025 by Athelo Group

By JT Mildenberger

Athelo Group

If you’ve watched a sports game recently, you’ve probably watched a sportsbook advertisement, too. What started with sportsbooks running commercials during games has evolved into massive partnerships with leagues, teams, and even players. The sports betting industry is changing the sports landscape by bringing fans new ways to watch the game. As these companies continue to challenge traditional marketing, more and more athletes want in on the action. From NFL superstar Rob Gronkowski to sports media personality Pat McAfee, let’s take a closer look at some of the sportsbooks’ most innovative partnerships.

Super Bowl Promotion

One player that everyone will be rooting for in this weekend’s Super Bowl is Rob Gronkowski. While Gronk isn’t playing in the actual game this year, he’s still giving fans something to cheer for. FanDuel sportsbook and Gronk have teamed up for a one-of-a-kind, live Super Bowl advertisement. During a third quarter commercial break, Gronk will attempt a 25-yard field goal to win fans around the country a share of $10 million. Any mobile FanDuel user who bets $5 or more on the Super Bowl will be eligible to split the $10 million pot in free bets. Gronk inked his exclusive partnership with Fanduel back in December, and now they are poised to create one of the most anticipated Super Bowl ads of all time.

Partnering with Active Athletes

Last March, BetMGM joined forces with Connor McDavid, becoming the first sportsbook to partner with an active athlete in a major North American sports league. Other active athletes soon followed, with MLB player Charlie Blackmon and NFL player Davante Adams also becoming sportsbook brand ambassadors. While some fans find the new deals exciting, others question if they are detrimental to the integrity of the game.

If a player is partnered with a sportsbook, their league contract prohibits them from betting on games, but several leagues have had to take disciplinary action against their own players for violating those contract terms. For example, in 1989, the MLB banned the all-time hits leader Pete Rose from the league and declared him ineligible for the Hall of Fame after he was found guilty of betting on games he played and managed in. In 2022, NFL wide receiver Calvin Ridley was suspended for the entire season after placing bets on NFL games he was not participating in. Pro sports leagues take pride in maintaining the integrity of their game, so any contract violations come with harsh punishment. With zero-tolerance policies in place, fans can rest assured that many of the benefits of sportsbooks, including viewership increases and revenue generation, outweigh the cons.

Pat McAfee Partnership

Former NFL punter, Pat McAfee, is currently one of the most popular media personalities in the world. After retiring from the NFL in 2017, McAfee joined sports media company Barstool Sports to help them expand their reach into the midwest. He has since moved on from the company and held roles within the WWE, ESPN, Fox, and his own brand, Pat McAfee Inc. The Pat McAfee Show broadcasts daily via Youtube live stream and Sirius XM radio, with each episode averaging 300K views. In April of 2022, McAfee and Fanduel Sportsbook struck a 4-year partnership deal totaling $120 million. A deal of this magnitude is unprecedented considering McAfee collected only $15 million during his 8-year NFL career and does not broadcast his show on a major television network. After the deal, the show moved to its new “Fanduel Igloo” headquarters and began incorporating Fanduel advertising into its broadcasts. McAfee even promotes his own Fanduel bets as part of the sports betting company’s push to influence fans.

Sportsbooks continue to go all-in spending millions of dollars on high-profile brand ambassadors, and this trend will continue as the industry further expands. According to Forbes, an estimated $1.8 billion was spent on sportsbook advertising in 2022. This number is projected to reach close to $3 billion by 2024, as there are hopes California will open its doors to mobile sports betting in the upcoming year. With the integration of sportsbook advertisements into nearly every broadcast and arena around the world, sports betting has changed the way sports are consumed. This trend will only continue as more states legalize and the sportsbooks continue to rake in the cash.

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How the NIL has Broadened Horizons for Elite Gymnasts

Posted on February 3, 2023August 4, 2026 by Athelo Group

By Meghan Gallary

Athelo Group

Before the NCAA’s 2021 NIL ruling, elite gymnasts were forced to choose between training for the Olympics and competing at a collegiate level. Now that athletes can be compensated for their name, image, and likeness, talented athletes who have dedicated most of their lives to gymnastics can finally partake in both.

In addition to eliminating a tough choice for many gymnasts, the ruling has also transformed the sport’s college recruitment process. College coaches now pick new assets from a much wider pool of candidates, and some schools have even hired in-house NIL staff to provide their student-athletes with the education and resources needed to maximize profitable opportunities. In the past year and a half, fans and former gymnasts have marveled at the options now in front of current athletes, who can chase their dreams of becoming an Olympian, without worrying about giving up continuing their sport in college.

Grace McCallum

Grace McCallum grew up in Cambridge, Minnesota as one of seven children, and fell in love with gymnastics when she was five years old. She trained at Twin City Twisters in Champlin, Minnesota, and homeschooled through Connections Academy to focus on her athletic endeavors. McCallum turned elite at age fifteen and competed at the 2017 U.S Classic, where she placed first on vault and third in the all-around. In 2018, she became a member of the Senior National Team. Over the next two years, she worked her way to the top, medaling multiple times at Pacific Rim, Pan American, Nationals, and Worlds.

In 2021, she earned a spot on the postponed 2020 United States Summer Olympic Team alongside Simone Biles, Sunisa Lee, and Jordan Chiles. At the Tokyo Olympic games, McCallum competed on floor, bars, vault, and beam during the team final, and helped USA earn their silver medal. The moment was surreal for McCaullum, who later told Olympics.com: “I achieved the goal of mine that I’ve had since I was like four or five years old. So it’s just crazy to think about.”

McCallum’s lasting impact on the sport was far from over after Tokyo. Thanks to the new NIL rule, she signed her National Letter of Intent with the University of Utah in November of 2020. When her season with the Utes began in 2021, she made history as one of the first Olympic gymnasts to compete in college. McCallum has had great success so far, scoring a perfect 10 as a freshman in a meet against UCLA, and helping Utah clinch their second Pac-12 title.

McCallum told Olympics.com that she’s now “gained a different kind of love” for the sport. She explains that “elite can be really hard on you emotionally, mentally and physically, but in college, it’s just always so fun having a team that’s there to support you and wants you to do your best.” Four out of five of her Olympic teammates also compete collegiately: Sunisa Lee at Auburn University, Jordan Chiles at UCLA, Jade Carey at Oregon State, and current teammate MyKayla Skinner at the University of Utah.

Olivia Dunne

Olivia Dunne was raised in Hillsdale, New Jersey and started gymnastics when she was three years old at the Eastern Academy of Paramus. Her elite career began in 2014 when she turned twelve. Before the end of high school, she competed in five U.S. Classics, four American Classics, and four National Championships. Although her standings left the Olympics out of reach, Dunne has found success in her collegiate career. In 2019, she accepted a full athletic scholarship to attend Louisiana State University. Since becoming a tiger, she has helped the team contend for two SEC Championships and the 2021 NCAA Championship.

While many of her performances have earned nearly perfect scores, Dunne’s impeccable uneven bars routine isn’t the only thing that sets her apart from other college gymnasts. Since 2020, she has gained almost 7 million followers on TikTik and over 3 million followers on Instagram, making her one of the most well-known NCAA athletes on social media. As a result of the NIL ruling, Dunne is now able to profit from her persona through brand sponsorship and collaboration deals.

After making almost $2M last year, Dunne became the biggest NIL earner in women’s collegiate sports. Working with major brands like Vuori, American Eagle, BodyArmour, and GrubHub is a dream-come-true for Dunne, who told Today: “It’s hard to wrap my head around at times, but it’s very cool that someone in college has the opportunity to do that now.” Now a junior at LSU, Dunne continues to polish her gymnastics skills and grow her brand, hoping to turn it into a business after graduation.

Many other collegiate gymnasts have also been leaning into their social media platforms to boost their NIL earnings. Including Dunne, four of the top ten female NIL earners are at school for gymnastics, and each of the other three were Olympians at Tokyo. Sunisa Lee (#2), Jordan Chiles (#9) and Jade Carey (#10) utilize their Instagram and TikTok accounts in a similar way to Dunne, getting creative to connect with fans and grow their engagement rates.

Compared to Dunne and McCallum, Pre-NIL gymnasts have had a far different experience. Jenny Rowland, head gymnastics coach at the University of Florida and former Arizona State University gymnast, competed decades before the NIL ruling was passed. Despite winning the 1988 American Classic, she chose to go the college route. Rowland told ESPN: “The majority of the past Olympic team is in college and still doing international competitions. I get goosebumps just thinking of it. There is a new path being carved out by these young women.” And Rowland is right – since the passing of NIL, collegiate gymnasts all over the United States can finally gain both financial security and an education without the pressures of deciding between NCAA and the Olympics.

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