Athlete Social Media Strategy Starts With Performance
Much has changed since the 80s, when John McEnroe never lost sleep over internet trolls, and Michael Jordan never agonized over an unflattering Instagram Reel. It’s 2023 now, and for better or worse, the media landscape has changed dramatically. With social media pressure at an all-time high, athletes must now juggle both their performances on the field andonline. Some athletes greet social media’s explosivity with open arms, while others set boundaries to maintain steadiness on the field. Let’s explore different ways athletes tackle social media branding and its impact on their careers.
How Naomi Osaka Redefined Athlete Authenticity Online
After experiencing negativity online, athletes like Naomi Osaka now strike a balance between cultivating an inspirational brand identity and keeping social media at a distance. Osaka is an Australian Open and U.S. Open champion who shares a complicated relationship with the press. Osaka describes herself as “naturally introverted,” and admits she does not “court the spotlight.” Given these traits, fame can prove challenging, especially if the spotlight draws negative attention. After pulling out of the 2021 French Open to focus on her mental health, Osaka received backlash from sports fans around the world. Hundreds spammed Osaka’s Twitter and Instagram pages with hateful, abusive comments. In response, Osaka shut them out and temporarily deleted all her social media accounts. Naomi would later write an op-ed piece for Time, admitting to the world that in that moment, she “was not okay.” Naomi’s words highlighted her vulnerability and courage after enduring such a difficult experience. Her candidness transformed her image from a gifted tennis player into a relatable figure willing to speak the unspeakable. Her since-reopened Instagram profile encapsulates this reclaimed image.
Osaka’s new chapter on Instagram is an authentic one. She utilizes the platform to showcase her personality and style, highlighting important projects and brand partnerships that matter. One post features her new children’s book, The Way Champs Play, and another depicts her modeling for Victoria’s Secret’s new body-positive rebrand. And, of course, there are photos of her dominating on the tennis court. Through Instagram, Osaka shows the world she’s multifaceted and the author of her own story. Her brand can’t be boxed in. As a result, Osaka’s 2.7 million followers– spanning across a wide range of demographics– all find various reasons to identify and relate to her experience on a human level.
Cristiano Ronaldo and Lionel Messi: Turning Global Fame Into Digital Fortune
For world soccer icons Cristiano Ronaldo and Lionel Messi, Instagram is about expanding their fan base and elevating their image. Both opt to capitalize on their social media presences, creating ultra-lucrative brand deals along the way. Cristiano Ronaldo’s 536 million followers makes him the most followed man in the world. At 421 million, Messi is not far behind. Brands recognize that a partnership with these athletes is a worthy investment that maximizes exposure and reach.
Before the World Cup, Ronaldo possessed the greatest worldwide reach. He used Instagram to monetize this influence, making more money on the platform in 2022 than he did on the field. His sponsorships span far and wide: from the Free Fire mobile game and the LiveScore app to Herbalife, Therabody, Nike, and Binance. Compared to Ronaldo, the World Cup catalyzed Messi’s follower count the most; it made him Ronaldo’s contender both on and off the field. With the game’s worldwide exposure, Messi saw his followers jump by over 25M across the globe. His Instagram is more monetizable than ever with his Adidas-sponsored posts generating 150 million impressions and nearly $7 million in ad value. And while both players’ Instagrams let fans in on personal moments with family and friends, it’s not their main objective on the platform. Depicting brand deals and career achievements like Messi’s most-liked World Cup post are priority #1.
How Dani Speegle Turned #GirlsWhoEat Into a Movement of Empowerment
Athletes like Dani Speegle use social media unapologetically, sending followers a message that promotes female empowerment and authenticity. Speegle is one of the top CrossFit athletes in the world and has competed in 4 CrossFit World Games. With over 2M Instagram followers, she’s built a platform to express herself and market her #GirlsWhoEat brand. Speegle’s Instagram experienced a boom last year through a viral moment at the Rogue Invitational. Wearing her signature Girls Who Eat tee, she successfully lifted a 215 pound log overhead and smiled for the camera. Her Instagram following grew overnight from its already impressive status. Since then, she’s gained enough social media momentum to launch her #GirlsWhoEat clothing line.
Despite her broadening fanbase, Dani curates her Instagram with the same attitude she’s held from the start. She tells others: “you can’t please everybody,” and that when creating a brand, “you have to go on and be authentic and be happy with what you produce.” Speegle’s mindset has led to Instagram success, and brands are taking notice. She currently promotes protein brand Dymatize and meal-prep service, Trifecta. One Dymatize post garnered over 100K impressions. Like other athletes in the branding world, when Dani wins, the brands she partners with win, too.
No matter what route athletes take on Instagram, their performance on the field is paramount. They first set out to dominate in their respective sport, not necessarily to become a social media star. But as social media becomes the new norm, the value of an Instagram following is undeniable. Athletes recognize this changing landscape and find ways to capitalize. They channel their career success into an Instagram brand that boosts sponsorships and name recognition. And if you take a look at their sponsorship deals, one thing’s for sure. . . brands love to see it.
Saudi Arabia, with its borders recently opened to tourism, has implemented the Saudi Vision 2030, an economic and social reform blueprint that is opening up the country to the world. The sports industry is one of the vital aspects of Saudi Vision 2030. The country’s idea to pursue sports did not come overnight; it materialized alongside growing sports popularity and their desire to compete at an international level.
Why Saudi Arabia Is Making Billion-Dollar Bets in Sports
While Saudi Arabia lacks history in the industry, the country is quickly making its mark. In November, Saudi Arabia was the only team to beat World Cup Champion Argentina in Qatar. This win proved that Saudi Arabia’s investment in soccer is paying off. In addition to soccer, Saudi Arabia is pouring millions into Winter Sports, Golf, F1 Racing, and more. It seems that the only sports the country is staying away from are America’s Big 4: Basketball, Baseball, American Football, and Hockey.
Saudi Arabia’s Investment in Soccer
One of Saudi Arabia’s primary investments is in soccer. Saudi Arabian club Al-Nassr recently signed a two-and-a-half-year contract with Cristiano Ronaldo, making the 37-year-old athlete the highest-paid soccer player in history, and the highest-paid athlete in the world. Ronaldo is expected to make $212 million per year. For context, Liverpool, which has a home roster of 77 players, pays their entire team a combined $244 million per year. A contract this high is almost unheard of for a player nearing retirement, especially since Ronaldo is no longer in his prime. His 2022 performance was subpar, as he was benched in the later parts of the World Cup and with his club team Manchester United.
So the question remains: why would Al-Nassr offer a nearly retired athlete so much money? The ROI resides in the idolized figure Ronaldo represents, not necessarily in his current level of play. Ronaldo’s presence means a steep increase in tourism as soccer fans around the world come to see him play before his career ends. Part of Ronaldo’s contract also includes commercial agreements, which enable the country to expand its marketing beyond natural resources, breaking the public’s strong perception of Saudi Arabia as a country solely associated with oil. Saudi Arabia also has a young population, so Ronaldo will serve as a role model who draws the younger generation to the sport and enhances youth development in the country. The financial cost of Ronaldo seems irrelevant compared to the societal, economic, and political gains he brings to Saudi Arabia.
In addition to Ronaldo, Saudi Arabia hopes to acquire even more soccer players and clubs. Lionel Messi’s two-year contract with Paris Saint-Germain F.C. expires this summer, and the Saudi Arabian club, Al Hilal, reportedly offered him $300 million per year. About 15 months ago, the Public Investment Fund (PIF) took ownership of the Premier League club, Newcastle United. The change left fans in England divided. Some found the political implications upsetting, while others saw this as a good opportunity for club growth. While Newcastle United typically finishes in the lower half of the Premier League table, they are currently ranked 3rd this season, sitting above usually dominant clubs Liverpool and Chelsea. The purchase of Newcastle United made sense for the PIF considering the Premier League possesses a massive fan base and is the most-watched league in Saudi Arabia. There are also rumors that the PIF may purchase Premier League giants, Liverpool and Manchester United, whose current owners are open to selling.
The Investment in F1 Racing
Saudi Arabia is now two races into a fifteen-year F1 Racing deal and expects to host four Grand Prix this year alone. Each Grand Prix reportedly costs $65 million in hosting fees, and over the next fifteen years, Saudi Arabia will likely spend over $900 million in hosting fees alone. With this investment, Saudi Arabia hopes to bring a Formula 1 racing team to their country. Their sights are currently set on McLaren and Aston Martin after relocating the companies’ headquarters to their country. Investing in motorsports is a no-brainer for Saudi Arabia– oil is what the country is most known for. The largest and most valuable oil company in the world, Aramco, produces one-third of the world’s oil and is based in Saudi Arabia. The country wants to use this F1 partnership to grow, build racing academies, and develop a Saudi Arabian team with drivers from their country.
How Saudi Arabia Has Invested in Golf
In 2021, the PIF backed LIV Golf, a new golf league founded by Greg Norman. This revolutionary league aims to eclipse the sport of golf’s premier tournament organization, the PGA tour. With the league’s large bank account, they are well on their way. In its first two years alone, the league has already spent over $2 billion. LIV used the money to entice veterans and rising talent into joining the league with signing bonuses and large sums of prize money. LIV reportedly offered Tiger Woods $700 million, the most lucrative deal known to date, to play in the league. Each regular season event consists of $25 million in prize money, with $20 million distributed among victors for the individual event and $5 million split in the team competition.
Saudi Arabia’s own government acknowledges that LIV is an expensive endeavor, however, the country isn’t necessarily looking for an ROI. They are more focused on the potential influence gained from backing the league.
Winter Sports: 2029 Asian Winter Games
Saudi Arabia recently won the bid to host the 2029 Asian Winter Games. The country plans on building a $500 billion megacity to host this event. Given their desert climate, this will be a challenging investment. Saudi Arabia’s winter temperatures range from 45° F to 68° F, which isn’t exactly ideal for a sport that requires mass amounts of snow. Despite the climate, Saudi Arabia is set on building a carbon-neutral winter wonderland in preparation for the Asian Winter Games. The year 2029 is a ways away, but it will be interesting to see how Saudi Arabia can create snow parks that meet the standards for a professional competition.
As Saudi Arabia invests billions of dollars into the sports industry, it’s apparent the country wants a piece of the sports world’s growing power and influence. Due to their investments, Saudi Arabia is already seeing a positive change in their country. Jobs at sports clubs increased in the past three years by 129%; administrative jobs rose by 156%, and career opportunities in sports jumped by more than 114%. Sports growth in Saudi Arabia also gave women unprecedented rights as the country opened sports participation to all genders. Saudi Arabia also implemented reforms to encourage female participation in sports, which helped increase female participation by 150% in the past 5 years.
Saudi Arabia was a closed country for many years and did not encourage much tourism or international visitors, which resulted in misconceptions about their culture. Now armed with the power of sports, Saudi Arabia is giving the world a chance to experience its culture firsthand.
The college football season came to an end this past week, allowing football fans to turn their focus to the upcoming NFL playoffs and Super Bowl LVII. Fans may notice something different about the big game this year, as Apple Music will replace Pepsi as the sponsor of the Super Bowl halftime show. Pepsi has sponsored the highly sought-after show for the past 10 years, with last year’s show garnering over 120 million viewers. Another shock to fans was when Anheuser-Busch ended their 33-year-long exclusive deal with the Super Bowl, meaning that for the first time since 1989, other alcoholic brands will be able to advertise during the game.
The NFL has also implemented a supplier diversity initiative program to help meet the needs of Super Bowl LVII. This program, called “Business Connect,” aims to connect local businesses that are minority, women, LGBTQ+, and veteran-owned to contract opportunities as a Super Bowl supplier. These businesses will be essential in the functionality of operations on gameday, supplying things such as food and beverages, staffing, transportation, security, and more. The NFL has a history of supporting its host cities, and this program shows progress in its commitment to diversity and inclusion.
As the 2022-2023 NFL regular season concludes, 14 teams advance to the playoffs in hopes of winning Super Bowl LVII. Among these 14 teams, 7 return from last season’s playoffs, while the other 7 hope to make it a recurring theme. This year’s Super Bowl takes place in State Farm Stadium in Glendale, Arizona for the first time since 2015. While there’s no shoo-in for a winner this year, the teams competing to take home the Lombardi Trophy are all strong contenders and we have our eyes on a few to go all the way.
NFC Playoff Participants
The Philadelphia Eagles enter the playoffs as the NFC’s number-one seed, boasting a record of 14-3. The Eagles dominated the league for much of the season, winning their first 8 games and 13 of 14 to start the year. However, an injury to star quarterback Jalen Hurts in week 15 halted the team’s momentum and spurred back-to-back losses. Hurts’ healthy return into the playoffs is a huge boost for the Eagles offense, as Hurts has accounted for 35 TDs – 13 of those coming via his legs. The Eagles also possess two of the league’s strongest units in the trenches. The offensive line has powered the Eagles rushing attack, ranking number five in yards and number one in TDs. The defensive line has wrecked opposing quarterbacks all season with a league-leading 70 sacks, 15 more than the next-best team. The Eagles will rely on a first-round bye, dominant play in the trenches, and Jalen Hurts’ dynamic playmaking to propel them on a deep playoff run. All eyes are on the Super Bowl in South Philly.
The number two seed in the NFC belongs to the San Francisco 49ers, winners of their last ten games. There is perhaps no roster in the entire league with more talent across the board than the Niners. A loaded offense secured even more ammo when they acquired running back Christian McCaffrey from Carolina, who has scored 10 TDs since coming over in week 7. The one looming question for the Niners is whether rookie Quarterback Brock Purdy, “Mr. Irrelevant”, can handle the pressure of the playoffs. With their top two QBs getting hurt in the regular season, the Niners turned to Purdy in week 13, and they haven’t missed a beat. On the defensive side of the ball, San Francisco has the top-scoring defense. Their pass rush is led by defensive end Nick Bosa, who is in the conversation to be the NFL’s Defensive Player of the Year. If the Niners’ defense can limit their opponent’s scoring and keep the pressure off rookie QB Brock Purdy, they should be the NFC representative in the Super Bowl.
The number 3 seed Minnesota Vikings may have one of the most deceiving records in NFL history. Minnesota enters the playoffs with a 13-4 record despite having a point differential of -3. When Minnesota wins, it’s almost always close, as 11 of their 13 victories have come in one-score games. But when Minnesota loses, they tend to get dismantled with their 4 losses coming by a combined 89 points! Additionally, two of those losses have come to the Eagles and Cowboys, who block Minnesota’s path to the Super Bowl. Minnesota has playmakers on offense headlined by QB Kirk Cousins, RB Dalvin Cook, and WR Justin Jefferson. However, Cousins has a perceived inability to win big games, and the numbers back it up. Cousins has a career 1-3 record in the playoffs and a startling 10-40 career record against teams that finished the season with a winning record. The Viking defense doesn’t provide much hope either, as their pass defense ranks 31st in passing yards allowed. The Vikings have a good record, but their luck will likely run out in the playoffs.
Tom Brady’s Buccaneers are back in the playoffs in 2023. The team secured a number 4 seed by winning the feeble NFC South division despite an unimpressive 8-9 record. It was a challenging season for the Bucs. Until their clinched week 17 win against the Panthers, they struggled to find an offensive rhythm. Although Brady was able to connect with receiver Mike Evans for 3 TDs in that game, it’s hard to believe an offense ranking 25th in points scored has miraculously figured it out. The Bucs have been an average team, but if the defense can keep the game close, Brady can’t be counted out as he chases ring number eight.
The first wild card spot and number five seed in the NFC belongs to the Dallas Cowboys. The Cowboys have been led this season by a high-powered offense that ranks 2nd in the conference in total points scored. They have home run hitters on offense with receiver CeeDee Lamb and running back Tony Pollard. QB Dak Prescott tied for a league-worst 15 interceptions, but the Cowboys have maintained enough talent on both sides of the ball to overcome his turnovers. The Cowboy defense is led by outside linebacker Micah Parsons who has a knack for making impact plays. The defense leads the league with 33 takeaways, which prove valuable come playoff time. Dallas hasn’t lived up to the reputation of “Americas Team” in recent history, winning only 3 playoff games in the last 25 years. But that could change this year as their talent-packed roster faces a juicy first-round matchup with Tom Brady’s Buccaneers.
Perhaps the most unexpected team to qualify for this year’s playoffs is the New York Giants. After failing to win more than 6 games in any of the previous 5 seasons, first-year head coach Brian Daboll has seemingly resurrected the franchise. He’s now led the team to a 9-7-1 record and their first playoff berth in six years. Quarterback Daniel Jones, also known as “Danny Dimes”, played the best season of his career, accounting for 22 touchdowns and only 5 interceptions, while throwing to receivers most fans have never heard of. Jones’ evolution into a dual-threat option has given the Giants’ offense a much-needed boost. After battling injury the past two years, running back Saquon Barkley rebounded this season with a career-high in rushing yards. The Giants have also secured the ball, as they have the lowest turnover percentage in the league. On the defensive side of the ball, the Giants’ game plan is defined by one word: BLITZ! They have the highest blitz percentage of any team in the league and are led by a ferocious defensive line which is the best unit on the entire team. Big Blue may not possess as much talent as the other playoff teams, but their toughness and ability to capitalize on opponent mistakes may be enough for them to surprise some people and go on a run.
After trading away franchise quarterback Russell Wilson and releasing linebacker Bobby Wagner, many believed the tank was on in Seattle. The Seattle Seahawks, a team many predicted to be one of the worst in the league, now holds the final playoff spot in the NFC with a little help from the Detroit Lions. The Lions defeated the Packers in the NFL’s regular-season finale, allowing the Seahawks to retain their wild card spot. QB Geno Smith surprised fans when he earned Pro Bowl honors in his first season as a full-time starter since 2014. Similarly, the defense has relied on several players outperforming their expectations. Fifth-round draft pick Tariq Woolen tied for the league lead in interceptions in his rookie campaign, providing a much-needed spark in the secondary after veteran Jamal Adams’ week 1 injury. The Seahawks are playing with house money at this point in the season, which makes them a dangerous opponent. They will need the defense to create turnovers and allow Geno Smith to air it out to continue their storybook season.
AFC Playoff Participants
The first-round bye on the AFC side belongs to the odds-on favorite to win the Super Bowl and the AFC’s number-one seed, the Kansas City Chiefs. The Chiefs finish the regular season 14-3 behind the right arm of likely MVP quarterback Patrick Mahomes. Mahomes had another stellar season leading the league in both passing yards (5,250) and passing touchdowns (41). His favorite target, tight end Travis Kelce, is the premier player at the position and makes the duo nearly unstoppable. Kansas City’s defense is a middle-of-the-pack unit, but there are question marks on that side of the ball. The Chiefs have allowed the most passing touchdowns in the entire league, which is cause for concern when competing in a conference that is loaded with QB talent. A Super Bowl will be the expectation every season that Mahomes lines up under center, but a deep playoff run depends on the defense’s ability to defend the pass.
The last two weeks have been an emotional rollercoaster for the number two seed Buffalo Bills. Week 17’s game was canceled after safety Damar Hamlin went into cardiac arrest on the field. Thankfully, Hamlin’s health continues to improve, which gives Buffalo a chance to refocus on their playoff goals. It was unknown how such a traumatic event would impact Buffalo on the field, but that question was answered in week 18 with an emotional victory over the Patriots. The Bills are led by physically gifted quarterback Josh Allen, who has totaled 42 touchdowns this season. As good as the Bills’ offense is, the defense may be even better. The defense ranks 2nd in points allowed per game and 4th in takeaways per game, giving their potent offense even more opportunity to capitalize. Buffalo is one of the most complete teams in the league and should be making a deep playoff run as long as Allen can limit red zone turnovers, which have haunted him of late.
An eight-game winning streak accompanies the number three seed Cincinnati Bengals into the playoffs. Cincinnati is looking to avenge last season’s Super Bowl loss and prove to everyone that it was no fluke. Quarterback Joe Burrow and wide receiver Ja’Marr Chase maintain chemistry from their days together at LSU to power the Bengals’ offense to 26.1 points per game. The Bengals’ stellar defense in last season’s Super Bowl run carries momentum into this season. They rank 6th in points allowed per game but have struggled to rush the passer this season, tallying only 30 sacks, which ranks last among all playoff teams. The Bengals will rely on Burrows’ right arm and a strong red zone defense to try and represent the AFC in the big game once again.
AFC South champion Jacksonville Jaguars claimed the number four seed after defeating the Titans in a week 18 thriller. The defense propelled them to victory after scoring a late touchdown to give the team their first lead of the game. The Jags needed to win each of their final five games to have any chance of winning the division, and they did just that. Second-year quarterback Trevor Lawrence has proven why he was the first overall pick in 2021, amassing 25 touchdowns to just 8 interceptions with an almost entirely new receiving core. The defense relies on their pass rush which generates the 5th highest hurry percentage while only blitzing on 21% of plays. Jacksonville is a young team with a lot of momentum, making them a dangerous opponent despite a less-than-stellar 9-8 record.
Many people selected the Los Angeles Chargers as a Super Bowl sleeper before the season, but a rocky start caused the Chargers to settle for the first wild card spot with a 10-7 record. Injuries were a common theme early on as the Chargers seemed to battle them at nearly every position. However, as the team got healthy down the stretch, they were able to win four straight games before dropping a meaningless game to the Broncos in week 18. Young stud QB Justin Herbert powered through a rib injury while leaning on running back Austin Ekeler to supply much of the scoring. Ekeler accounted for 18 total touchdowns this season, the most of any player in the league. The defense relies on veterans across the field, headlined by pass rushers Joey Bosa and Khalil Mack. The Chargers have the talent to go on a run, but it will be difficult given the premier teams at the top of the conference hold the home-field advantage over Los Angeles.
The second wild card on the AFC side belongs to the 10-7 Baltimore Ravens. The Ravens come into the playoffs with a huge question mark surrounding their most valuable player. Former MVP quarterback Lamar Jackson suffered a knee injury in week 13 that has kept him out ever since. The team has gone 2-3 in his absence and failed to find any rhythm on the offensive side of the ball. It is still unknown if Jackson will be ready to play in the first round of the playoffs, and if he is, how effective he will be running the football. The Ravens’ outstanding defense has been the main reason behind their winning record. They held opponents to 18.5 points per game and the least rushing yards of any AFC playoff team. For the Ravens to go on a run, they will need Jackson to be explosive with his legs and lean on the defense to smother their opponents, which seems like a longshot considering the uncertainty surrounding Jackson.
The Miami Dolphins claimed the final playoff spot in the AFC after an ugly week 18 victory over the Jets. Miami was without starting quarterback Tua Tagovailoa after multiple concussions cast doubt on the future of his career. The Dolphins have an elite receiving duo in Tyreek Hill and Jaylen Waddle, but 3rd string QB Skylar Thompson has not been able to get them the ball consistently. The defense does not provide much hope either, as they allow more points than any other AFC team in the playoffs. Of all the teams in the playoffs, Miami is the least likely to advance past the first round as they await a brutal first-round matchup with the Bills.
Many professional sports leagues now allow athletes to develop and wear custom athletic footwear to convey a message. Thanks to rule changes in recent years, the NFL, NBA, and MLB are giving their players a chance to express what they are passionate about. This shift in approach to self-expression began during the 2018 NBA season when rulebook adjustments allowed players to wear any color sneakers during games. Prior to this change, players were required to wear shoes that matched their team colors. Moves like these have become instrumental in giving players more freedom to express themselves and their flair for style and impact market demand for these custom pieces.
Athletes now have another platform to boost their image and showcase their love for art, design, and passions off the court. Collaborating with sneaker professionals, these players can bring their wildest imaginations to fruition. In essence, players are able to wear their hearts on their shoes. This type of visual communication fosters a pure and authentic form of self-expression. Today, we’re exploring some recent examples of players using custom footwear to define and capitalize on their personal brand.
When William Contreras was a member of the Atlanta Braves, he used his playoff cleats to support his home country of Venezuela and the city of Atlanta. Contreras’ cleats became a canvas to express his love, respect, and passion for his country. The design broadcasted a deeper story about his personal life to the entire world.
Julio Jones, an NFL Wide Receiver, once broke out a custom-printed pair of Waffle House cleats during practice. When asked about his cleats, Jones told reporters, “I wear these cleats because, like Waffle House, I’m open 24/7.” This clever play on words showcased Julio Jones’ playful side and strong work ethic. His creative nod to Waffle House defined his personal brand as an athlete on and off the field.
Langston Galloway, a Detroit Pistons player, created a pair of custom sneakers to voice his support for a greater cause. Galloway reminded fans that October is Breast Cancer Awareness Month by debuting his eye-catching, pink sneakers. Galloway used customization to spread awareness about breast cancer and display his solidarity for those affected. His inclusion of the infamous Minnie Mouse also added a light-heartedness to his brand. Through his unique design, Galloway has been able to show his true colors and make a positive impact.
Providing the ability for athletes to showcase their passion points on the court or field is a powerful tool of expression via a global platform. This flexibility affords players the opportunity to not only be creative but to share a message of activism that can ultimately effect greater, positive change beyond just their sport. Whether for artistic purposes or beyond, fans and brands alike are taking notice of all of the unique footwear out there, and we expect to see more ways that brands collaborate with athletes in future campaigns through this custom avenue.
Many people make New Year’s Resolutions for self-improvement. But whether it’s eating cleaner, joining a gym, or increasing productivity, their efforts tend to diminish as the year unfolds. Like so many others around the world, my New Year’s resolution in 2023 is to work out more. I plan to take a big leap into a whole new experience: CrossFit.
Why Your New Year Fitness Goals Need a Game Plan
Recently I decided that I wanted to try out something new. I hadn’t worked out in a long time and I had very little self-motivation to take myself to the gym and work out on my own. After witnessing Athelo Group athletes, Dani Speegle and Brittany Weiss, compete in CrossFit competitions and following them through their journeys I thought ‘this might be impossible, but I’ll give this CrossFit thing a try,’ and so I signed up for a free week at the gym right around the corner from me. When I say I was scared, I was scared! I didn’t know the first thing about CrossFit; not the names of workouts, not how to properly lift weight, and don’t get me started on what a WOD was. It was terrifying walking into this place, but every single person was a beginner at some point in their journey.
The first workout was hard – one of the hardest workouts I have ever done, but I felt fantastic… after it was over. So I went again, and again. I only went two days a week to get comfortable with the movements and to go easy on my body, but that was enough for me to feel so much better about my body and what it is capable of doing, not to mention how my mood was different every time I came home from a workout. I could tell I felt better. I was more proactive with at-home tasks, I just wanted to keep moving! Now imagine if I went more than twice a week.
Working out in the new year doesn’t have to be something that won’t last. Come 2023, I am attending CrossFit 4-5 days a week. Not only do I want to keep going for physical and mental improvement, but the people. Being surrounded by 20 people who are all lifting big weights while you are still just lifting the bar can seem extremely intimidating, but it’s not. Every single person in that gym is there for themselves, to better themselves, just like you are. The CrossFit gym is a place where people want you to succeed and will never ask you to do anything you aren’t comfortable with. I was lifting the bar the first 4 classes I took, and only when I was comfortable with adding weight did I put some on. CrossFit is a community filled with amazing, strong, hard-working people; like most gyms. My first day the workout was so hard I never wanted to go back while I was doing it, but everyone was proud of each other for finishing strong, it wasn’t a competition; just a group of people having fun and lifting weights.
What I Hope to Gain This Year
I expect that in the new year, CrossFit will better me both physically and mentally. By doing just a little bit to start, I have been more confident in myself and I have a stronger body-image. A lot of people, particularly females, have difficulties with their appearances; being told we need to look a certain way to maintain an “ideal” feminine body-image, but not one single person at the gym cares about how you look, they are just happy you made it and proud of you for showing up.
For me, it is the community that keeps bringing me back, no judgment, no hate, just CrossFit. Working out in the new year may seem difficult, but in the right place with the right people, it can change your life. What New Year’s resolutions are you considering putting into practice in 2023?
In recent news on LIV Golf: On October 19th, the PGA TOUR announced a new plan that will look to keep them on the same playing field as LIV Golf, a newly founded league that rivals the PGA Tour. Jay Monahan, PGA TOUR Commissioner, announced that they are elevating four additional events throughout the season that will have increased purses and guaranteed appearances from top players on the tour.
The four events that were announced in October will be the WM Phoenix Open, RBC Heritage, Wells Fargo Championship, and Travelers Championship. Joining these four events will be the four major tournaments, the Players Championship, and other prominent tournaments.
LIV Golf’s Entry into Professional Golf
To ensure that these golfers are committed to playing in these elevated events, Monahan had to make some serious changes to the Player Impact Program, better known as the PIP. It was launched back in 2021 as a way to financially reward the Tour’s most important and popular players, but after a handful of the Tour’s most popular players left, it was due for a makeover.
In 2021, Only $40 million was divided among the top 10 players in the PIP standings at the end of the season. With the recent changes made, the player pool doubled with the top 20 players being rewarded and the prize pool increased to $100 million. Many fans were quick to point fingers at LIV Golf for ruining the integrity of the sport, but in hindsight, all they did was become the catalyst for change in terms of player payout.
This new league, founded by Greg Norman and backed by the Public Investment Fund of Saudi Arabia, revolutionized the sport of golf in terms of increased purses and player payout. During its inaugural season last year, the winners of each LIV tournament received $4 million while second place earned $2.125 million and third place received $1.5 million.
To gain the necessary credibility as a competent tour, Norman opted to offer lucrative amounts of money to the PGA Tour’s top players, including Dustin Johnson, Cam Smith, and Phil Mickelson. It is being reported that Mickelson received up to $250 million in order to join LIV Golf.
While many see this as a life-changing move for anyone, PGA officials and players saw this as an insult and were forced to make immediate changes to the current PGA structure. To give you some perspective on the differences between LIV Golf and PGA purses, the biggest paycheck a winner received from a single tournament last year on the PGA TOUR was $3.6 million with second place receiving $2.2 million. With LIV Golf poaching several important PGA players due to monetary reasons, the PGA was forced to think of ways to elevate their events and give their players the money they deserve.
How the Rules, Money & Structure Shift the Game of Golf
Not only has LIV forced the way the PGA pays their players, but it also changed the way golfers gain their PGA Tour cards. After many popular PGA players announced their move to LIV Golf, the PGA was forced to think of a way to not let the next batch of great golfers leave similarly.
For the first time in over a decade, PGA Tour cards will be given out at Q-school, a method for pro golfers to earn Tour cards by scoring well in qualifying tournaments, as the top five finishers on the Korn Ferry Qualifying Tournament will go straight to the PGA Tour.
Korn Ferry President had this to say about the new move, “Bringing back the awarding of PGA TOUR cards at Q-School will be exciting for our fans, membership, and potential new membership.”
The PGA did not stop here as they formed a strategic alliance with the DP World Tour that saw the top 10 finishers on the European tour be granted Tour cards as well. These partnerships not only show the growth of the PGA tour, but also a glimpse of hope that one day there will only be one league that represents all the best golfers throughout the world.
What Does This Mean for Golf’s Future?
While many saw LIV Golf as a bad thing for the sport of golf, some view it as a catalyst for change. Before the introduction of LIV Golf, it was tough to be granted a Tour card, but with the partnerships formed with the DP World Tour and the reintroduction of the Q-school, golfers now have a better opportunity to fulfill their dreams and compete on the PGA Tour. On top of that, current PGA Tour members can change their lives through elevated events and have the opportunity to be viewed as a “top player” in the world. While there is an ongoing feud between the PGA and LIV, we wonder if things can ever be resolved between the two leagues.
Born in North Carolina, Brittany Weiss spent much of her young life as a gymnast. Weiss fell in love with the sport at a young age and enjoyed 16 years of competitive gymnastics, but after high school, she knew that it wasn’t something she truly wanted to continue. Brittany did know that she wanted to keep that competitive spirit and love for fitness going. Fast forward 10 years later, she is now a 2x CrossFit Games athlete and trains full time chasing her dreams in San Diego, California. In this interview with Brittany Weiss, we will take a deeper dive into the mindset and workout regimen that has fueled so much of her success as a female athlete in the CrossFit industry.
Can you share with us an interesting story from the beginning of your career? Can you tell us what lessons or ‘takeaways’ you learned from it?
As I was first starting CrossFit, it really took me some time to understand that being strong is beautiful. I always loved the thought of having muscles and being defined, but coming from a sport where everyone wanted to be as skinny as possible, it was definitely difficult for me to be able to push all I’ve ever known off to the side. I now look at being strong as such a powerful beauty; it recognizes courage, strength, diligence, and grit. I want girls to know and encourage others that strong is the new beautiful.
Now let’s shift to the main focus of our interview about the workout routines of professional athletes. Can you share with our readers a few of the workout routines that you use to help you perform at peak levels? Can you help articulate what each of those workouts achieves?
My workout routine stays relatively the same on a day to day basis. The training day consists of two sessions: Morning and Afternoon.
Morning Session: Machine work (running, rowing, assault bike, etc), followed by an accessory piece that’s normally a specific focus. This off season for me has been all about getting stronger so most of my accessory has been focused on lower body; posterior chain and legs.
Afternoon Session: Lifting (snatch, clean, squats, upper body pressing etc. This changes everyday), followed by a CrossFit style workout (more skill workout) and more accessory.
My training is pretty straight forward and there really isn’t a certain workout I do everyday which is why I love what I do. It’s constantly varied and there’s always something new to do.
What do you do to prevent injuries during your workouts or during your competitions?
Warm-ups and cool downs are so important. I try to pay attention to every detail on how I’m feeling inside and out to make sure I’m doing all the things to keep my body feeling good.
My warm-up normally starts with an easy 10 minute bike to get some blood flow going. I then start firing the muscles that are being used in the session at that time so I can make sure they are awake and ready to get to work.
My cool down normally starts with an easy 10 minute bike to destress the body from all the intensity. I follow it with lots of stretching. My stretching sessions have a different focus depending on what I did each day.
What type of workout regime has helped you to rehabilitate from injury?
Thankfully I haven’t had many injuries in my life but I do try to destress my body through sauna and ice. I’m a firm believer of hot/cold therapy and it always leaves me feeling refreshed mentally and physically. As professional athletes, our bodies go through so much and what you put into it is what you get out of it. Giving your body love is important and this is what I do to help mine perform at its best.
What exercises do you do to strengthen your core?
Fun fact: Your core is what provides your body with the most strength. A strong core enhances balance and stability. I add a core piece into my training everyday. An example of a circuit I would do:
3 Sets
30 Russian Twists (each side)
30 Alternating Leg V-Ups
30 Flutter Kicks (each leg)
Rest 30 seconds
As a successful athlete, which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Hard Working: Work hard and you can achieve anything. Nothing beats one’s work ethic. I have never been a naturally gifted athlete. I have had to work really hard to get to where I am today. Sometimes it’s very difficult to see things come so easy to other athletes, especially if it took me years to accomplish. But the more I sit back and think, everyone’s path to success will be different and unique, and at the end of the day we can only pave the path of our story and it shouldn’t be through comparing ourselves to others.
Confidence: One of my favorite quotes; “It all begins and ends in your mind. What you give power to has power over you, if you allow it.” Your mind is such a powerful tool and your belief in your ability is so important. I lacked this for so long and it’s been hard to wrap my finger around why until I started spending my nights journaling and digging deeper and picking myself apart as an athlete. The belief is what I was missing and once I turned that around, I truly felt like my athletic performance took off. Every time I step out on the competition floor I remind myself that I don’t HAVE to do this but I GET to do this.
Trust in the process: I feel as an athlete, I am always wanting to do more and be more. I constantly feel like I’m not doing enough to get to where I want to be. It feels like the journey to the top is so far away. There are times I take 3 steps forward and then life throws me a curve and I take 5 steps backwards. It’s hard to understand in the moment, but everything happens for a reason. With every set back comes a learning opportunity. To learn is to grow, and growing is the point of life. There is beauty in the journey and no one becomes the best by taking the shortcuts.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest or most interesting mistake that occurred to you in the course of your sports career? What lesson or takeaway did you learn from that?
Sports are competitive. When you are out there grinding and working hard every single day, I can promise you that other people are out there doing the same exact thing. One of the hardest things that has happened to me throughout my career was not getting picked for the Games Team. I always felt like I was the hardest worker in the room that just never got picked. I used this as fuel going into every season after that. I put my head down, stopped looking for validation from my coaches, and just worked. Each day I continued to remind myself that my time was coming, I just wasn’t there… YET. But I would be for every other season after that.
Can you please share ‘5 Things You Need To Create A Successful Career As A Professional Athlete?‘
Write down your goals and never lose sight of them
Hard Work and Consistency
Confidence and Self Belief
Lean on your support system
Get enough sleep
As a person of influence in your community, if you could start a movement that would bring the most amount of good to the most amount of people, what would that be?
If I could start a movement that would bring the most amount of good to the most amount of people it would be to help educate and inspire women to appreciate their bodies and to understand what it is truly capable of. I feel so many women struggle with body image and keep so much inside. So being able to have a platform and create a safe space for people to share their stories and support one another through their struggles would be amazing.
What is the best way for our readers to continue to follow your work online?
If you are eager to see what secret projects Brittany is working on now, keep an eye out for her new YouTube content. On this platform Brittany plans to give viewers more insight on what her day-to-day looks like with training, food, life, and everything in between. Weiss is excited to start sharing her story and life in different ways, on top of finding more ways to help and guide others.
A piece of technology once strictly used for capturing footage is now the catalyst for a new professional sports league. The Drone Racing League (DRL), founded in 2015, is a professional league in which professional operators race drones around stadiums throughout the world. These drones have the ability to reach up to speeds of 120 MPH and flyers are forced to maneuver through obstacles and checkpoints throughout the stadiums while collecting points.
While the league was founded in 2015, the inaugural season did not kick off until 2016 as the league was still figuring out all the behind-the-scenes logistics and strategies. Its hope is to become the Formula 1 and NASCAR for drone racing. With a tall hill to climb, the league is looking to take the world by storm.
The Rise of Drone Racing as a New Sport
Before launching publicly in 2016, the DRL was forced to find a company or organization that would be willing to broadcast its events on a national level. In order to get the proper recognition and respect to even be aired on national TV, the DRL had to find investors who were willing to shell out large sums of money to run this league.
Fortunately, they were able to receive investments from the likes of RSE Ventures, backed by Miami Dolphins owner Stephen Ross, and Courtside Ventures, backed by Cleveland Cavaliers owner, Dan Gilbert. After doing so, the DRL was now able to go out and find a media outlet that was willing to broadcast its events.
Eventually, they reached an agreement with sports media conglomerate ESPN to broadcast its first official season. ESPN’s director of programming and acquisition had this to say about the deal back in 2016, “Coverage of DRL lets us merge storytelling, technology, and competition into compelling weekly content that we believe will appeal to a growing audience.”
During this first season, ESPN aired ten one-hour episodes which began with a viewer’s guide to drone racing and concluded with the DRL Championship in November. Fast forward to 2019, the DRL had three successful seasons and ultimately decided to hit the market again and find a new broadcaster for their events.
How DRL Blends High-Tech and High-Speed Competition
In order to launch the “next phase of evolution” in its media distribution strategy, DRL signed a deal with Twitter and NBC to continue the league’s direction toward digital platforms. The CEO and founder, Nicholas Horbaczewski, said that the league was intrigued by striking a deal with NBC due to their “incredible heritage in racing.”
The new deal is in line with DRL’s shift from linear TV coverage to digital platforms. According to official figures provided by the DRL, more than 57 million viewers tuned in during the league’s first three seasons, which were exclusively streamed on linear TV channels. Not only will the partnership with NBC help this next phase, but also their new deal with Twitter. The league is already seeing massive engagement on its account as back in 2019, it amassed 34,000 followers, but now in 2022, they have 80K followers, a 135% increase.
Horbaczewski had this to say about their partnership with the social media platform, “Twitter has built a very unique and effective platform for bringing sports content to fans as they’re watching. They manage to be both the conversation and a compelling form of digital distribution at the same time.”
With the TV deal and broadcast rights deals being settled, the DRL needed to find companies that had similar values and can be seen as an official sponsor/partner of the league.
The Commercial and Global Growth Opportunities Ahead
A revolutionary sport has partnered with a revolutionary service as the DRL has partnered with the Cryptocurrency platform Algorand. This sort of move sheds light on both the technological-based sports league and the crypto industries growing role within sports around the world. The deal, announced back in 2021, is reportedly worth north of $100 million over the next five years. Within this deal, the DRL is releasing digital tickets for racing events called Non-Fungible-Tokens, better known as NFTs.
Also, Algorand was granted the naming rights to the racing league championship series. Algorand’s CEO had this to say about the deal, “The deal will introduce millions of technology enthusiasts to the possibilities that blockchain can bring to racing and sports as we know them today.”
To continue down the technological advancement path, the DRL has formed a partnership with 5G wireless provider, T-Mobile. This partnership was formed in 2020 but we did not see the software in action until the 2021 DRL Allianz Championship Series in which the drones were developed using T-Mobile’s 5G network. Not only will the 5G network help the drones fly faster and more efficiently, but will also help the DRL get content out to fans and consumers in real time.
Additionally, the 5G racing drones will enable companies to deliver unique and immersive experiences for fans and millions of T-Mobile customers, while also opening up new opportunities across different industries. Not only does the DRL have partnerships with Algorand and T-Mobile, but also with Google Cloud, Allianz, U.S. Air Force, Points Kash, Draganfly, Genius Sports, Champion, Sky Sports, StarTimes, and more.
The formation of the partnerships is not the only reason for the growth of the league as the broadcasting deals have already paid serious dividends as well. The DRL has more than doubled its broadcast reach from the previous season. Throughout the 2021 season, it offered drone racing to six continents with 13 different sports networks broadcasting it to more than 320 million household viewers in over 140 different markets.
To meet the needs of consumers around the world, the DRL worked with global media rights consulting company Octagon to not only renew previous partnerships with broadcasters throughout Australia, Brazil, and United Kingdom, but also signed an exclusive agreement with StarTimes in Africa, Sony TV in Asia and the Middle East, and beIN Sports, Eleven Sports, and TrueVisions in Asia as well.
In China, viewership tripled as a result of these partnerships and the DRL is the most followed drone brand on Weibo, a Chinese microblogging platform. As a result of all these broadcast deals, this upcoming season will represent DRL’s broadest global reach as household viewership is up 30% from last season.
The league formed partnerships with 20 different international networks and is planning for the 2022-2023 season to be its biggest yet.
What Drone Racing Means for the Future of Sports
With the 2022-2023 season underway, the DRL is looking to capitalize on the growing interest in technology-based sports. Its first race, held in San Jose, California, was presented by Google Cloud, a new sponsor for the 2023 season. With the formation of all these new partners, the league is expected to reach new heights and break the barriers and become a mainstream sport. With documented growth year after year, it is always interesting to see how executives and partners will continue to innovate and think of new ways to grow this emerging property.
When thinking of NASCAR, the brain doesn’t immediately associate it with environmental efforts or being a sport that focuses on sustainability; it may seem like it is amassing quite a carbon footprint.
Why NASCAR’s Carbon Footprint Matters
A single race car takes between 65 and 75 gallons of gas for a Saturday race; multiply that number by 40 and you have about 2,600 to 3,000 gallons of gas used in one day’s race. In a single day and on one track, NASCAR vehicles have the potential to release 120,000 pounds of carbon dioxide. Though these numbers may seem alarming, NASCAR takes the steps necessary to become a more sustainable sport and leave less of a carbon footprint one race at a time with NASCAR Green.
NASCAR Green: Racing Toward a Sustainable Future
NASCAR Green is an industry effort and initiative that is working to minimize NASCAR’s environmental impact while bringing value and inspiration to the motorsports industry, its partners, employees, and fans. NASCAR had always wanted to influence, educate and inspire our fans on fuel efficiency, reforestation, sustainability, etc., and with that, the beginning of this journey involved with is automotive fluid recycling which safely recycles and transports oils, is in every NASCAR garage as well as many team shops
This initiative takes place at NASCAR events throughout the racing season. It incorporates racing on a blended biofuel called Sunoco Green E15 that assists with in-venue recycling efforts, food diversion, solar-powered tracks, and lighting fixtures.
One early initiative involved promoting the use of high-MPG vehicles, for which they partnered with the Environmental Protection Agency and in 2009, a NASCAR team called Hall of Fame Racing purchased carbon credits to offset half of its emissions per race, practice session, and even travel.
In another NASCAR division, one driver even purchased and tended to an acre of rainforest to offset their carbon emissions.
Sustainability in Action Across NASCAR Tracks
In addition, NASCAR efforts made through the ‘NASCAR Tree Planting Program’ have resulted in more than 500,000 trees being planted across the country, specifically in areas affected by climate-related natural disasters.
Sustainability in NASCAR is more than what is being put into the vehicles and how it affects the environment, but also how to give back to help and improve the environment and its well-being. Many NASCAR tracks and teams are also implementing renewable energies as well as more energy-efficient options in their day-to-day operations. Things like aluminum, plastic, and cardboard recycling have now become an operational function for many NASCAR venues and a normal part of their business operations.
Similarly, initiatives like this are taking place at venues all over the country, Daytona International Speedway, for example, has created the Daytona Rising project and partnered with Florida Power and Light Company to create the FPL Solar Pavilion and Solar Canopy to provide shade for fans along with the FPL Solar Park. Collectively, all three consist of over 7,000 solar panels that generate zero-emissions energy.
The Broader Impact on Motorsport’s Green Revolution
So why is this important? These days, environmental awareness is at an all-time high, and looking for ways to become more sustainable and environmentally safe is a top goal for many companies, organizations, and industries all across the globe and NASCAR is no exception. It may be easy for NASCAR fans to feel uneasy about supporting a sport that may seem like it is impacting the environment negatively, but that is simply not the case anymore.
While it is true NASCAR cars burn more fuel than their street-legal cars and vehicles, some of what they burn is ethanol. Fuel that includes ethanol, like NASCAR’s E15, is cleaner than the type of fuel some road vehicles burn derived from plants and it is a renewable resource. And to make things environmentally friendlier, NASCAR cars convert heat into power better than many road cars.
Though these initiatives are new and NASCAR wasn’t always considered environmentally safe, they are turning things around. And while most of NASCAR’s fuel blend remains gasoline, adding 15 percent ethanol to the mix allows for far cleaner fuel than you might find at your local gas station.
Not only do the initiatives taken by the NASCAR industry implement big changes within, but other industries, for example, Indy Car is implementing a new initiative within their day-to-day racing with eco-friendly tires announced earlier this year. All tires delivered are relayed by electric vehicles and all electricity consumed at the speedway is purchased through 100% renewable energy credits.
We are seeing sustainable and environmental efforts across various aspects of motorsport that will only continue to grow. These initiatives are only about a decade old and the direction of sustainability in NASCAR and all motorsports for that matter will only continue to grow from here.
In today’s world we hear so often about what we can do to help save the environment and protect mother nature, but have you ever considered what your favorite athlete or brand is doing with their platform to help with this?
Sustainability in brand and athlete partnerships can sometimes be hard to get right and feel authentic, but when brands find the right athlete to work with who is incredibly passionate about their impact on the world, the most incredible partnerships are born.
Why Sustainability Matters in Brand-Athlete Partnerships
Brisa Hennessy, from Costa Rica, is currently ranked the 5th best surfer in the world and competes in the World Surf League. Outside of surfing, Brisa has a love for cooking, education, community, and sustainability. These are all key ingredients in the cultivation of an organic partnership with Brisa, and what brands look at in order to engage the relatability level.
Sustainability and being eco-friendly are two major core values for Brisa and are crucial reasons on what partnerships she currently has.
How Sustainable Brands Strengthen Athlete Impact
Brisa has multiple partnership deals with brands, including Vertra, Rip Curl, Nosotros Tequila and Pura Vida. Each partnership is so unique and the goals of each campaign are different.
For example, Vertra is special to Brisa because of their initiative. Vertra is committed to delivering athlete inspired, planet friendly premium suncare and skincare products to keep outdoor athletes and adventurers protected while having fun in the sun. Not only does Vertra support her athletic career, but each and every brand holds a pure connection to Brisa’s core values. With this partnership Brisa is supporting the Vertra brand and helping raise awareness to the eco-friendly products they sell.
Another one of Brisa’s partners, Pura Vida, spends much time, energy, and focus on sustainability and ocean protection. This shared connection was brought to life and through this a partnership was born.
Pura Vida was founded from a trip to Costa Rica where the founders fell in love with the laid-back culture and lifestyle. From then on, they set out to celebrate and spread the “pura vida” spirit globally through responsible, artisan-made products that inspire positivity and give back. “Pura vida”, translating to “pure life” in Spanish, is more than just a saying in Costa Rica – it’s about enjoying life’s little pleasures, slowing down and living life to the fullest.
They have partnered with more than 200 charities around the world to donate over $4 million to causes you care about. Pura Vida is always striving to do more and is constantly on the lookout for charities that can benefit from help.
When Brands, Leagues, and Athletes Unite
Pura Vida also took this initiative beyond partnering with athletes when they decided to team up with the World Surf League to be the presenting partner of the Rising Tides program. Rising Tides is a cornerstone of the league’s values, providing young surfers access to the world’s best surfers and a platform to explore and learn from their heroes and heroines about pursuing their dreams in and out of the water.
Pura Vida again teamed up with the World Surf League to bring the waves to you with the WSL Mixed Bracelet and Mini Braid Anklet. The upcoming WSL x Pura Vida bracelet ties back to WSL’s We Are One Ocean campaign, which spotlights sustainability and ocean protection. Pura Vida and the WSL want to ensure the ocean is healthy for generations of surfers and aspiring athletes to come.
The World Surf League continues to be committed to protecting and conserving the global ocean through We Are One Ocean to preserve the future of our sport for generations to come. The WSL along with its non-profit partner WSL PURE, and SHISEIDO, are bringing this to life at each WSL Championship Tour event through community-led activations. They are working with a number of inspiring organizations to make an impact in spaces around coastal restoration and conservation, reducing plastics and climate change, which tie back to priorities outlined by the UN Decade on Restoration.
Building a Blueprint for Sustainable Sports Partnerships
Companies are able to create key campaigns and activation points that truly make a difference by implementing these partnerships. Through the work of brands like Pura Vida, the WSL and good people like Brisa Hennessy, awareness is brought to issues like the ecosystem and positive changes occur.
Join us in making a difference. Tell us a bit about yourself and we’ll be in touch with sponsorship details.
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