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Flag Football 2028 Olympics: What It Means for the NFL & Sport

Posted on November 5, 2023December 3, 2025 by Athelo Group

By Jack Bluestine

Athelo Group

With the IOC (International Olympic Committee) announcing the addition of 5 new sports in the 2028 Olympics, flag football will be making its debut.

Flag Football Joins the 2028 Olympics

This development has piqued the interest of the NFL, which is actively promoting and encouraging its players to participate in the upcoming 2028 Olympics.

However, as the anticipation around this milestone grows, a series of pertinent questions and concerns have emerged from both enthusiasts and skeptics alike. Chief among them is the crucial inquiry: would it truly be beneficial for NFL players to participate in flag football at the Olympics? Does this exciting addition enhance the global image of the sport, or does it risk undercutting its international appeal by the sheer dominance of American players?

The NFL’s Role in Olympic Flag Football

NFL players’ participation in the games hinges beyond elements like their willingness to play. The two-week July window in which the games are set to take place in LA happens to fall right between the start of NFL offseason training programs and camps. As a result, the timing has spurred ongoing discussions on how players would be able to get out of their current contracts to don the the stars and stripes at the games.

Risk of injury is another objection in question, especially since the Olympics overlap with the start of the NFL season. If a high caliber player were to get injured during the games, it would affect their performance and health right at the start of the NFL season.

NFL owners have remained outspoken on these issues. When asked to comment on this debate, New York Giants owner John Mara said he would “probably not” want any of his players participating in the games. While other owners have voiced their support for players making their own choices, most are still non-committal.

Owners of billion-dollar organizations may be wary of injury risks impacting their teams’ performance during the season. While the full scope remains unclear, superstars like Travis Kelce, Tyreek Hill, and Rob Gronkowski have shown support for participation, and they are likely to be joined by other high-profile names.

Global Impact and Cultural Influence

While some criticism clouds the prospect of NFL players participating in the Olympics, there is also a buzz of excitement. From a skill standpoint, these players are top tier in their given sport and the Olympics has prided themselves as a global platform where the world’s best athletes come to compete.

Many NFL players are also cultural icons. For example, players like Patrick Mahomes and Travis Kelce have viral social media platforms. Kelce holds 4.6M Instagram followers, while Mahomes is nearing 5M. As a collective, their ability to promote content surrounding the games and the sport as a whole would amplify football on a global level. And considering an average 17.5M Americans watch football, it is important that the country’s most prominent sport and players are represented at the highest level.

The importance is further amplified when we factor in that America will be hosting the Summer Games for the first time since 1996. Even with the NFL’s involvement abroad with multiple games occurring in England and Germany over the course of the season, the Olympics would help to continue its global reach.

What This Means for the Future of Football

Even with the clear advantage the U.S. would have in these games, it is likely in both organizations’ best interest to allow NFL players to participate. First off, the NFL consists of over 113 foreign players across the 32 teams. The ratio from American to foreign players still leans heavily in the U.S.’s favor, but with the growing numbers of international players joining the league, Olympic participation is a great opportunity to further open the sport to the world. After all, a focal point of the Olympics is for the best athletes to compete against one another. If the IOC or even the NFL were to restrict players from playing, it could do more harm than good.

The benefits that flag football would have on the Olympics depends fully on NFL players’ involvement. Their already-national status within America will make for one of the most exciting events in the 2028 cycle. Just like the Dream Team caught the world’s attention the summer of 1992, the impact this could have on the NFL’s global efforts would be immense. With this being more than four years away, only time will tell as excited fans are left to wait and see if this plan can come to fruition.

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Going for the Gold: The Olympics Are Raising Standards and Growing Their Roster

Posted on October 29, 2023November 12, 2025 by Athelo Group

By Claire Devine

Athelo Group

Whether you’re watching from the couch with your family or experiencing the games in person, you can’t get away from the energy that surrounds the Olympics. Within the next two cycles, 2024 and 2028, that energy is set to be amplified. Not only are the games growing in size, but the International Olympic Committee (IOC) is working to guarantee positive socioeconomic outcomes for the hosting countries. As the games grow, their impact on the surrounding community and beyond grows in tandem. From adding sports to increasing opportunities, the IOC is committed to making the Olympics larger and more equitable inside the events and out.

Why the Olympics Are Growing Their Sporting Roster

The Olympic Games have been a growing, beloved world event since 1896. With the inclusion of more sports in 2028, they’re gearing up to expand even more. Cricket, baseball, softball, and lacrosse are returning to the Olympic roster, while flag football and squash will join for the first time. These sports were welcomed with open arms as only two people of the 90 IOC members voted “no” to their addition. The IOC voted on the sports as one package, and lots of big enterprises had their hands on the deal.

The NFL and MLB were particularly huge players in adding these sports to the lineup. Their goal in this development is to propel their players to the world stage. Such an expansive move is a huge jump for the NFL and MLB because it brings two American sports to the international level and taps into a whole new market and fanbase. This, no doubt, will do the same for the Olympic brand. In the U.S., the NFL and the MLB are two of the most popular, successful sports brands. By tapping into the world of baseball and football, the Olympics have made a strategic move into two very powerful fanbases. Americans who were not interested in watching the prior cycles now have their favorite games to watch on on-screen.

The Commercial & Brand Implications of New Sports

In addition to garnering more engagement, the inclusion of new sports is sure to draw in more sponsorships and brand deals. It’s likely that football and softball/baseball-centric companies will want to join in on the action. With the inclusion of flag football, we can also expect more sports betting partnerships to emerge. This comes as over 30 states have now moved towards the legalization of sports betting and a record 73M Americans plan to bet on football this year alone. As a result, brands like DraftKings, FanDuel, and Ceasars could find it beneficial to expand into the Olympics.

Hosting the Games: Legacy, Economy and Infrastructure

The appeal of the Olympics isn’t just brand and industry-exclusive, either. Each cycle, there is a bidding war against countries to decide who will host. Originally, the Olympics were hosted in developed countries able to sustain themselves after such an costly event. Post-1988 cycle held in Los Angeles, when the Olympics saw a $198M increase in revenue, many countries fought to host. However, there is now a debate about whether the Olympics help or hurt the economy of the hosting city. Tokyo, for example, spent $150M to bid in 2016 and didn’t win. In the case of the 2004 Athens Olympics, the city invested substantial financial and material resources to construct venues in record time. While their aspiration to host the event was realized, the huge costs associated with these venues posed significant issues. Unfortunately, after the games concluded, many of these facilities remained largely unused. Despite their aesthetic appeal, the financial losses incurred in the process ultimately played a part in the Greek Debt Crisis that Greece continues to grapple with today.

To address these challenges, the International Olympic Committee (IOC) is actively working to shift the debate by introducing financial opportunities and benefits that accompany hosting the Olympic Games. The primary objective of the IOC in the current cycle is to foster a range of opportunities not only during the events but also extending beyond them. As an example, Paris 2024 is projected to create approximately 150,000 employment opportunities across various sectors. According to the IOC, these job prospects will span event organization, construction, tourism, catering, and more. The IOC also aims to sustain post-Olympic opportunities by establishing permanent community fixtures. Notably, the Paris Olympic Village, currently under construction, will remain as a residential area after the games, providing employment for Parisians through its shops and public facilities. Additionally, the 2024 games will leave a lasting aquatic facility, serving as a versatile multi-sport facility and local gym, ensuring ongoing employment opportunities for Paris residents.

What This Means for the Future of the Olympic Movement

If all goes according to plan, the Olympic Games won’t just be about sports this cycle and the next. The IOC has paid close attention to the gaps that past games have left unfilled and their goal now is to close them. Adding popular sports with financial benefits is a large part of their strategy, and if the IOC can replicate what they are doing for Paris in future cycles, the Olympic Games will become an international financial asset.

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The Unlikely Union: Travis Kelce and Taylor Swift’s Influence on Sports and Entertainment

Posted on October 13, 2023November 12, 2025 by Athelo Group

By Zach Siegel

Athelo Group

A fascinating relationship has emerged that has captivated not only sports fans but also pop culture enthusiasts. Kansas City Chiefs’ star tight end, Travis Kelce, and multi-platinum recording artist, Taylor Swift, have formed an unexpected relationship that has the whole world watching. This relationship is reshaping the landscape of sports and entertainment in ways previously unimagined. It all began when Kelce attended a Kansas City Taylor Swift concert in hopes of gifting her a bracelet with his phone number on it. While he was unable to meet her at the concert, he did message Swift afterward: “I’ve seen you rock the stadium at Arrowhead, maybe you should come see me rock the stadium at Arrowhead.” Swift then made a highly publicized appearance at the Chiefs’ September 24th game, and romance rumors soon flooded the internet.

From Gridiron to Pop Culture: The Kelce-Swift Phenomenon

The Kelce-Swift alliance is more than a silly phase; it’s a powerhouse relationship wielding substantial influence in both sports and entertainment. Kelce has reaped the most benefits from this relationship, specifically on social media. Since Swift’s visit in the Chiefs suite, Kelce’s Instagram following has grown by nearly 900K, bringing his total to 3.7M. Sales of his jersey increased by around 400%. He’s even raked in over half a million new followers on TikTok. While not all Taylor Swift fans follow football or the NFL, it seems they’re highly interested in following Travis Kelce. Swift has also benefited from the publicity. According to Front Office Sports, during the Monday Night Football game, Swift was shown 17 times on T.V. and aired 2 commercials for her new Eras Tour movie. This has served to bring more eyes on the pop star and help her retain a presence in the media.

Even the NFL is leaning into this collaboration across their social media accounts. After Swift’s first game appearance, the NFL changed their header image on X, formerly known as Twitter, to three images of Swift from the Chiefs-Jets game. They also updated their bio to a phrase from her song,”The Best Day.” On Instagram, the NFL changed their bio to: “Chiefs are 2-0 as swifties.” The league did receive some backlash from fans who thought they were taking the romance too far, but the NFL doubled down on their stance, stating: “The Taylor Swift and Travis Kelce news has been a pop cultural moment we’ve leaned into in real time, as it’s an intersection of sport and entertainment, and we’ve seen an incredible amount of positivity around the sport.”

How Their Partnership Boosted NFL Viewership and Female Fan Engagement

If we take a look at the latest trends in viewership, it’s no wonder the NFL is taking advantage of the duo. The Swift-Kelce relationship has had a profound impact on female NFL viewership. Women have always made up a smaller portion of the NFL fan base, keeping it primarily male-centric. 51% of males consider themselves avid fans of the NFL while only 24% of women do. However, there has been a notable increase in female viewership as a result of Taylor Swift’s enormous popularity. Swift’s attendance at games has led to more women tuning in to games just to get a glimpse of her. As a result of her attendance at MetLife Stadium on Sunday Night for the Kansas City Chiefs’ victory against the New York Jets, NBC averaged a U.S. audience of 27M viewers, including an additional 2M female viewers. Girls between the ages of 12 and 17 who are known as “Swifties” exhibited a 53% growth in viewership after Swift attended the Chiefs-Bears game. Women over 35 had a 34% increase in attendance, and women between the ages of 18 and 24 saw a 24% boost.

This will only continue to grow as women become more involved in the sport as both participants and viewers. While the Kelce-Swift relationship may end, the NFL hopes its exposure to this new demographic could lock in a wave of lifelong fans.

What This Means for the Future of Cross-Industry Influencer Partnerships

The relationship between Travis Kelce and Taylor Swift represents a shift in the way we view celebrity collaborations. Through their combined efforts, Kelce and Swift are not only reshaping the sports and entertainment world but also inspiring a new era of cross-industry partnerships. As their influence continues to grow, we can only imagine the exciting developments that lie ahead in this dynamic union.

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

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

By Tyler Cohen

Athelo Group

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

The Creation of a Powerhouse

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

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

Eyes on the Fighters

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

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

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

Impact on the Combat Sport Fans

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

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

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

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Coco Gauff: US Open Champion & Social Justice Advocate

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

By Desta Sahle

Athelo Group

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

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

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

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

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

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

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

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

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

The Brand, Sponsorship & Athlete Partnership Impact

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

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

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What NCAA Conference Realignment Means for Student Athletes

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

By Steven Maffiore

Athelo Group

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

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

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

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

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

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

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

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

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

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

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

By Josephine Belcher

Athelo Group

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

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

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

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

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

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

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

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

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

By Alexis Hudson

Athelo Group

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

Why Women’s Sports Sponsorship Still Lags Behind

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

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

The Unique Value Proposition of Female Athletes for Brands

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

Brands That Are Getting It Right

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

How Brands, Leagues & Agencies Can Close the Gap

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

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The Unifying Power of Sports: From Lionel Messi to CrossFit

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

By Madeline Lannigan

Athelo Group

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

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

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

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

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

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

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

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SlamBall Makes a Comeback in Highly Anticipated Las Vegas Debut

Posted on July 21, 2023July 21, 2023 by Athelo Group

By Zach Siegel

Athelo Group

SlamBall, once popular in the early 2000s, is making a grand comeback this summer 2023 in Las Vegas. Considered a sport ahead of its time, the demand for its return has swept across social media, with the hashtag #BringBackSlamBall garnering over 200 million views, according to ESPN. Targeting a younger audience, social media is facilitating in-game highlights and more for fans. With a breath of fresh air instilled in this beloved sport, there is immense excitement to see SlamBall take off again.

Created by Mason Gordon, SlamBall was wildly popular in 2002. It originally aired on The National Network, which later became known as Spike TV, airing for two seasons before the league disbanded due to a disagreement between Gordon and the network partner. It briefly returned in 2008, but only stuck around for one season and has not been seen since. The contact sport is played by 4 players on each team resembling basketball, but is played on 4 trampolines with a 20 minute time limit. Blocks, collisions and rough physical play are a legal part of the game, similar to elements of American football and ice hockey.

In order to return to the arena, SlamBall completed an $11 million Series A funding round led by Roger Ehrenberg’s IA Sports Ventures and Eberg Capital. Some investors and partners that were included in this deal were the likes of David Blitzer, co-founder of Harris Blitzer Sports & Entertainment, David Adelman, co-owner of the Philadelphia 76ers and New Jersey Devils, Michael Rubin, CEO of Fanatics, Gary Vaynerchuk, Entrepreneur, and Blake Griffin, Boston Celtics power forward and six-time NBA All-Star. Now that the capital was raised, SlamBall needed to be seen.

In a strategic move, the SlamBall league has relocated its operations to Las Vegas, a city known for sports, entertainment, gambling and mind blowing spectacles. This move will have a significant positive financial impact on the league. Tapping into the Vegas tourism industry by hosting live SlamBall tournaments, this adrenaline filled sport is guaranteed to have people paying for their seats. The influx of visitors attending SlamBall matches is projected to boost ticket sales, drive merchandise revenue, and attract potential investors.

SlamBall has joined with media giant, ESPN, ensuring widespread coverage and exposure for the sport. On July 21 from 7-9 p.m. EDT, SlamBall returns live from Las Vegas. Over five evenings and weekends ESPN, ESPN2, and ESPN+ will broadcast more than 30 hours of live SlamBall coverage, with the SlamBall Playoffs and SlamBall Championship Game taking place from August 17–19. Ticket sales will start on June 27 and all games will be played at Cox Pavilion in Las Vegas. ESPN’s vast networks will provide unparalleled access for SlamBall’s premier matches to reach a global audience.

Through this partnership, viewers can expect extensive live coverage of games, highlights, analysis, and engaging storytelling showcasing the sport. The collaboration with ESPN elevates SlamBall and puts it as a top sporting event. According to Gordon, “SlamBall just kind of fits the bill. They’re 20-minute games, television half hours,” Gordon added. “People always really gravitated to the action, and it’s this incredible mash-up between basketball, football, hockey, little bit of gymnastics, little bit of video games. That’s just SlamBall, you get a whole lot in one neat, tidy little package.”

As SlamBall reinvents itself, it promises to dazzle audiences worldwide, and tap into a whole new area of sports and entertainment. This, without a doubt, will generate a whole new group of athletes and fans. The comeback of SlamBall is a testament to the unwavering spirit of innovation and the power of collaboration within the sports industry.

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