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Category: Sports

The Refurbished US Open of Surfing

Posted on by Athelo Group

By Tyler Cohen

Athelo Group

Dating back to 1959, the historic site of Huntington Beach, CA, has been used to create a unique surfing competition that brings surfers and fans from around the world to one location. This event determines which surfers have what it takes to qualify for the World Surf League (WSL). Through the years, the competition has created significant moments in WSL history and ultimately allowed the world of surfing to grow exponentially. The competition was rebranded over the years, and finally, in 1996, it became the prominent US Open of Surfing. As the US Open approaches, the WSL decided to spice things up and change the overall fan experience to benefit all fans who step foot onto the beach. With a record-breaking attendance at Huntington Beach last year, the WSL wants to continue growing its market to open up the surfing world to everyone. With many historic moments, competitions, and sponsors, the WSL and Huntington Beach want to create a competition that will impact the overall future of surfing. 

Wallex Headlines the Event 

For the past 10 years, the US Open of Surfing used the shoe company Vans to promote and gain traction within their community. Vans has historically worked with niche sports, which allowed them to foster a unique relationship with the US Open of Surfing and its small community.  Although Vans and the US Open collaborated positively over those 10 years, the WSL decided it was time to implement a new sponsor that would open the world of surfing to a different audience. Starting this year, Wallex, a global financial technology company, will be taking over and proudly representing the prestigious competition. This alliance creates a unique partnership for the event and the future of surfing.

Wallex coming in as the new sponsor creates a feeling of enthusiasm as the company is young and growing and has dedicated itself to creating the best competition for surfers and fans. With much emphasis on creating the best environment for surfers, fans, and spectators, they also want to focus on particular elements that can positively impact the competition itself. With their technological advancements and dedication to constantly growing, Wallex’s approach will ultimately transform the US Open into an unforgettable and inclusive experience. 

The announcement of Wallex becoming the new official sponsor of the competition has allowed a new era to begin within the world of surfing. Through this sponsorship, the surfing community has seen that their advanced technology, passion for innovation, and commitment to their athletes will allow this year’s US Open to flourish. This action-packed competition will become even more interactive, and with Wallex at the forefront, this year’s US Open will impact surfing for many years to come. 

US Open of Surfing

New Opportunities for the Fans

As more and more fans become involved with the sport, additional opportunities have opened up for the WSL. Instead of having everyone stand on the beach, the league decided to create a more fan and family-focused environment. Many historic and new sponsors will have the chance to interact with the world of surfing as the fans will have an opportunity to be up close and personal with the action. This change will create a new and improved feel to the event and will allow fans to have more options and engagement with the events over the week-long event. 

Fans are one of, if not the most important, elements to consider when creating a competition/event. The WSL and Wallex have accounted for this, and have taken significant action to ensure fans have the best game-day experience. The league announced that they will be holding a festival-style setup featuring many new and upcoming sponsors, as well as those who have represented Huntington Beach over the years. With the addition of food trucks, athlete signings, beach activities, and more, they want everyone attending the competition to have anything they desire. The idea of creating a festival setup for this competition will allow fans the opportunity not just to watch, but interact with new businesses, sponsors, and ultimately, people who make a huge impact on the surfing world. The WSL and Wallex realize how much history goes into this event and wouldn’t want to do anything to take away from that. 

The sport of surfing continuously grows in skill, known as one of the most extreme sports on the planet. The WSL has decided to step it up and add to the extremeness by including the Nitro Circus, known for its daring motocross tricks and stunts. The Nitro Circus event will be a freestyle competition and will take place right on the beach. With their gravity-defying tricks and jaw-dropping feats, the Nitro Circus athletes push the boundaries of what is possible, showcasing their incredible skills and fearlessness. The synergies between the two sports will create an even more extreme sports environment as fans can watch two of the most entertaining and niche-oriented sports in the world at the same time and place. Together, this collaboration will create an electrifying performance that will leave the audience admiring all of the athletes’ abilities, and creating memories of a lifetime. 

All of these new and improved additions are being made to fit the needs of all fans and spectators, whether you’re a long-time surf fan or just getting into the sport. This fresh approach will allow fans and spectators an opportunity to involve themselves with the surf community in one of the most historic sites.  

Leaving A Lasting Impact 

The US Open has been around for quite some time and surfers coming from all over the world, the pressure is on and everyone can feel it. At the end of the six days of events, 80 men and 48 women will have to rack up as many points as possible to compete and qualify for only a few spots. Making it into the men’s top 10 and women’s top 5 will give surfers an edge, as this competition is the perfect place for surfers to gain an advantage over their competitors. These intense days leave fans and spectators in awe, and the new sponsor wants this event to impact how surfing competitions will be conducted and viewed. 

The WSL and Wallex saw an opportunity to combine their skills and assets to create a new and improved US Open, one that caters not only to athletes, but also to the dedicated fans. The addition of the new festival-style setup, sponsors, the Nitro Cross event, and more, has allowed fans and spectators to experience a surfing event in a completely new way. The combination of the action sport and the pioneering technology, the Wallex US Open of Surfing will allow for a remarkable encounter that will blend the energy from the tournament with the connectivity and effectiveness that Wallex provides. It was clear when this alliance was formed that both wanted to create an environment for the fans that was family-friendly, action-packed, and community-based. By focusing on and implementing all three of these elements into the event, they hope that all surfing competitions can use the US Open as an example to follow. 

Following the lead of the Wallex US Open of Surfing will ultimately give other competitions and events an example of how to create a more holistic event experience. This is important for the evolution of the sport because as surfing continues to grow, the fan experience becomes vital and each competition will need to make sure they cater to their base in order to attract new fans. In the coming weeks, get ready to watch the best surfers in the world ride the waves that might get them to the top of the rankings, while having so many opportunities at your fingertips.

Sources:

  1. https://www.surfer.com/features/history-of-us-open-huntington
  2. https://www.worldsurfleague.com/posts/517752/2023-wallex-us-open-of-surfing-presented-by-pacifico-ushers-in-new-era-of-thrills-and-family-fun
  3. https://www.latimes.com/socal/daily-pilot/sports/story/2023-07-03/u-s-open-of-surfing-will-return-to-huntington-beach-with-new-title-sponsor
  4. https://shop-eat-surf.com/2023/06/wsl-reveals-new-title-sponsor-for-us-open/#:~:text=The%20Wallex%20US%20Open%20of,%2C%20Nixon%2C%20and%20Pura%20Vida
  5. https://thecitylife.org/2023/07/08/2023-wallex-us-open-of-surfing-presented-by-pacifico-ushers-in-new-era-of-thrills-and-family-fun/
  6. https://enjoyorangecounty.com/vans-us-open-surfing/
  7. https://www.ocregister.com/2023/06/28/new-sponsor-new-vibe-announced-for-us-open-of-surfing-in-huntington-beach/

TGL: Golf’s Newest “IT” League

Posted on by Athelo Group

By JT Mildenberger

Athelo Group

As the drama continues to swirl in the aftermath of the PGA and LIV Golf unification, a new and innovative adaptation of professional golf is preparing to debut in January 2024. TMRW Sports has partnered with the PGA Tour to create the TGL, an indoor golf competition utilizing the advanced technology available to the organization. The competition will take place in a brand new, state-of-the-art arena located in Palm Beach, Florida. The arena will contain a movie theater size screen for long-distance shots and a short game area containing greens and bunkers for putting and chipping. TGL will have a unique team format with players competing in 6 teams of 3 players. 12 of the world’s top golfers have committed to play in the league as of today including stars such as Tiger Woods, Rory McIlroy, Jon Rahm, Justin Thomas, amongst others. 

What is TGL?

The First Teams

While the golf world was being turned upside down by the PGA and LIV news, the TGL announced its first-ever franchise on June 8th. Los Angeles Golf Club took to Twitter to break the news that it is the first of six teams that will be joining TGL this coming fall. The franchise has a powerhouse ownership group consisting of the founder of Reddit, Alexis Ohanian, as well as tennis legends Serena and Venus Williams. Due to the high profiles and large followings of its owners, the league is sure to generate plenty of attention. The league has also received investments from major stars such as Stephen Curry, Justin Bieber, Lewis Hamilton, Shaquille O’Neal and many more. 

On June 26, the league announced their second team, TGL Boston, with an affiliation to another major American sports city. It now appears that each franchise will be city-based, which is interesting considering all the events will be taking place in Palm Beach, Florida. The team was quick to notify fans that the name “TGL Boston” will not be for long, as they are currently working on an official team name and logo that best represents the city. The Boston franchise is owned by the famous Fenway Sports Group which also has a stake in the Boston Red Sox, Pittsburgh Penguins, and Liverpool Football Club. The Fenway Sports Group has had great success with its franchises to date, but only time will tell if that success can translate to the golf world. 

What is TGL?

Broadcasting Details

The league’s season will be 15 weeks long with an event every Monday night beginning in January and running through April. The competition will be at a much faster pace than golf fans are accustomed to with a 2-hour time limit per match. Considering the MLB has seen boosts in viewership with the implementation of a pitch clock this season, TGL founders will likely also experience the benefits of speeding up a historically slow-paced game. Another unique aspect of the broadcast is that players will be mic’d up during the matches, giving fans the added entertainment value of hearing player conversations in real-time. 

This league will present a great opportunity for players to show their personalities and better market themselves as they won’t be confined to the traditional rules of a golf tournament. The league will also lean heavily into gambling opportunities for fans by incorporating betting information into their broadcasts. While there isn’t currently a TV deal in place for the league, there will surely be a bidding war amongst major television networks with golf legends like Tiger Woods and Rory McIlroy involved. 

Professional golf is currently in one of the most uncertain times in the history of the sport due to the controversy of the PGA and LIV unification. However, one thing remains for sure: when Tiger Woods is playing golf, people watch. Tiger and company will certainly draw massive media attention to this revolutionary golf league that has the chance to change the future of the sport. 

Sources:

  1. https://tglgolf.com/
  2. https://www.tglboston.com/
  3. https://twitter.com/JoePompliano/status/1668275738527531008
  4. https://twitter.com/WeAreLAGC/status/1666819261069926404?s=20
  5. https://golf.com/news/tiger-woods-golf-league-tgl-reveals-teams/
  6. https://www.sportspromedia.com/news/tgl-tmrw-sports-golf-tiger-woods-rory-mcilroy-investment-franchise-ownership/?zephr_sso_ott=Soqzwj

Team Ownership: Lessons from Wrexham

Posted on by Athelo Group

By Sophia Nadler

Athelo Group

In February of 2021, Hollywood stars Ryan Reynolds and Rob McElhenny shocked the world with their purchase of Wrexham’s soccer club. What did two American actors know about English football, and why did they want a stake in a dying, fifth-tier club? Two years later, their move appears more strategic and genuine than ever. Wrexham has since moved into the English Football League, its revitalized community is thriving, and there’s even a binge-worthy FX docuseries in the mix. McElhenny and Reynolds’ decisions exemplify how, when done right, team ownership can enhance a sports community and restore faith in a neglected club. The impact has undoubtedly had a ripple effect, leading to a recent surge in celebrity owners who hope to achieve similar results. 

Authentic Interest 

Part of McElhenny and Reynolds’ draw to Wrexham was the club’s ability to earn a “promotion,” which presented a much more dynamic structure than most American sports leagues. For example, Wrexham’s season in the National League is 44 games. Each team in the league earns three points for a win, one for a draw, and 0 for a loss. The team with the most points at the end of the season wins promotion into the higher-tier English Football League. As potential new owners, McElhenny and Reynolds identified this promotion as their primary goal. 

Before McElhenney and Reynolds acquired ownership of the club, they went to great lengths to express this goal and to demonstrate how their commitment extended far beyond financial gains.  Wrexham’s club had been under fan ownership since 2011, which meant that their takeover required the approval of over 2,000 members of the Club Trust. During their presentation to the Trust, Reynolds emphasized their mission statement to transform Wrexham into a global powerhouse and to “become a part of the Wrexham story” rather than the other way around. Following the meeting, an overwhelming 98% of the members voted in favor of the sale, acknowledging the actors’ deep respect for the club’s history and their recognition of Wrexham AFC’s significance as a pillar of the community.

Team Ownership: Wrexham

First Steps

Even with the takeover incomplete, McElhenny and Reynolds invested money into Wrexham. They contributed to Wrexham’s Transfer Fund to help strengthen the squad roster in the upcoming season. As a result of their efforts, the team was able to secure better players and was one step closer to being a competitive force in the league. 

Once the takeover was finalized, Wrexham’s new owners continued taking steps to garner community support. American owners of British clubs have historically had an uphill battle in this arena. Consider the Glazer family’s ownership of Manchester United: while their wealth and business acumen were highly regarded, their limited understanding of the British football community left fans feeling disdainful. If American outsiders Reynolds and McElhenny wanted to give the club comeback, they’d have to give the community one, too. With Wrexham’s nearby Queensway area ranked by the Welsh government as the third-most impoverished neighborhood in the country, the two had their work cut out for them. 

The new owners recognized the club as a lifeblood for the town both financially and emotionally. McElhenny made his reverence clear, explaining that Wrexham players are “playing for their lives . . . You can see the passion. They’re playing with every last drop of their blood.”  Both actors approached team ownership by balancing the town of Wrexham’s perspective and their own business expertise. They rallied around local businesses like Turf Pub, bought homes in the area to remain hands-on, and polled the community to supplement where their knowledge lacked and maintain integrity with the fans. Hiring top-tier head coach Phil Parkinson and high-ranking MLS soccer exec Fleur Robinson, they enlisted industry giants to make critical decisions. Wrexham’s stadium, Racehorse Grounds, underwent major renovations and grounds replacement through millions in investment money, elevating the overall onsite experience. In addition, they increased the budget for player salaries to bring on top players like striker Paul Mullin. In response, season ticket sales tripled and average game attendance rose to almost 10,000. In 2023– just two years into new ownership–  the team achieved promotion to the English Football League.

Welcome to Wrexham

Along the way, Reynolds and McElhenny documented their endeavor in a wildly successful FX series, Welcome to Wrexham. Instead of focusing solely on their journey as team owners, the actors used the show as an opportunity to humanize the town and tell its stories. Considering Wrexham’s football club is rich with a 150-year-old history and deeply engrained in the town’s culture, its impact on the community is overwhelming. In the series, a citizen’s voice-over encapsulates the draw of Wrexham AFC, explaining: “Wrexham is a town that battles against odds constantly. It really is a place where people deserve a little bit more than they’ve got out of life. But the thing we love more than anything is the football club.” 

From celebratory shots at the local pub to highlights of players’ stories, the show captures the essence of Wrexham football’s unifying power. Thanks to the documentary, audiences worldwide fell in love with Wrexham’s comeback story and the unlikely passion and conviction of two American outsiders. Tourism has increased alongside the show’s exposure as U.S. fans flock to the small town to experience the excitement in person. 

Team Ownership: Wrexham

The Ripple Effect

As a result of Reynolds and McElhenny’s ownership, other celebrities have followed suit with teams of their own. Joining the National Women’s Soccer League, Natalie Portman’s female-led Angel City Football Club debuted in Los Angeles just last year. The team is backed by a roster of sports figures including Billie Jean King, Mia Hamm, Abby Wambach, and Serena Williams. Just as Reynolds and McElhenny have done at Wrexham, Portman’s group made player pay and authenticity a priority. They recently signed Christen Press with a $700K 3-year contract, making her the highest-paid player in the league. The group hopes to use the team as a way to elevate women’s sports, support pay equity, and invest in the greater Los Angeles community.

As Wrexham lives out its promotion dreams next season, it will be interesting to see McElhenny and Reynolds’ continued oversight and the growth that ensues. New and veteran team owners alike should take note of how these two unlikely figures have transformed Wrexham. Their enthusiasm and devotion is palpable, and it’s secured a win for both the club and its surrounding community.

Sources:

  1. https://www.bbc.com/sport/football/65364762
  2. https://www.wrexhamafc.co.uk/news/2021/july/signed–prolific-striker-paul-mullin-signs-three-year-deal-with-wrexham-afc/
  3. https://www.latimes.com/entertainment-arts/tv/story/2022-08-23/welcome-to-wrexham-ryan-reynolds-rob-mcelhenney-soccer-football
  4. https://www.gq.com/story/wrexham-fc-ryan-reynolds-rob-mcelhenney
  5. https://www.youtube.com/watch?v=38Mv7NBMm4Q
  6. https://www.bbc.com/sport/football/56001854
  7. https://www.bbc.com/sport/football/55835393
  8. https://www.cbsnews.com/news/angel-city-football-club-natalie-portman-better-pay-womens-soccer/

NFL Playoff Preview

Posted on by Athelo Group

By JT Mildenberger

Athelo Group

2022-23 NFL Playoff Preview

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

NFL Playoff Preview

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. 

NFL Playoff Preview

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.

Sources:

  1. https://www.cnn.com/2022/09/23/media/nfl-super-bowl-halftime-show-sponsor-pepsi/index.html
  2. https://www.pymnts.com/apple/2022/apple-music-replaces-pepsi-as-nfl-super-bowl-halftime-show-sponsor/
  3. https://www.azsuperbowl.com/business-connect/
  4. https://www.pro-football-reference.com/years/2022/index.htm
  5. https://www.pro-football-reference.com/years/2022/passing.htm
  6. https://www.pro-football-reference.com/years/2022/opp.htm
  7. https://sportsandfitnessdigest.com/kirk-cousins-record-against-winning-teams/
  8. https://www.statmuse.com/nfl/ask/kirk-cousins-career-playoff-win-loss-record
  9. https://www.statmuse.com/nfl/ask/cowboys-playoff-wins-last-25-years

How to Become a NASCAR Driver

Posted on by Athelo Group

By Devin Kelley

Athelo Group

The process of becoming a NASCAR driver is a long and tedious road. Driving at top speeds of 200 mph is not something that the average person can imagine doing, but for some it is their entire life and not just the actual driving part of it.

NASCAR and global professional motorsports as a whole is a sport that continues to evolve at a rapid rate and continues to gain interest from several different stakeholders. As fascinating as the cars, on-track battles, and business side of this world can be, something almost every Driver is asked when meeting fans or strangers is “how did you get into this?”

Similar to other sports, most NASCAR drivers begin driving as children. They get exposed to the sport in their early life, racing go-karts. Eventually, they work their way up to cars as they get older and more comfortable with the vehicles. The cars get faster and more powerful as they get older in age and improve in skill. The ultimate goal of progression is to be racing under the big lights in front of thousands on the NASCAR stage. Through countless hours of training, driving and practice, only the best of the best will have what it takes to make it to the NASCAR stage.

There are four major national racing series which include the NASCAR Cup Series, NASCAR Xfinity Series, NASCAR Camping World Truck Series, and ARCA Menards Series. Once they get recognition from high-level drivers, racing teams or companies that want to sponsor them, they can go to racing school and get a license. This is where the process towards professional NASCAR driving gets very competitive. 

The responsibility of growth both on the track but the business side weighs very heavily on the Driver which is different from many other sports. Few have the luxury of letting their talent lead them to the pearly gates of victory lane and top tier team benefits. The business side of motorsports is an ever evolving space that is far from crystal clear.

The interesting thing about obtaining a NASCAR racing license is that, according to many NASCAR drivers, there isn’t a definitive way to get into the NASCAR scene as a driver. While many follow the same route, NASCAR is not set up like many other sports. There is no path to NASCAR through college athletics so it is very important to make connections in the sport.

The most straightforward path to becoming a NASCAR driver is gaining racing experience as young as possible and winning important races to gain notice and create a buzz within the community. While getting a license is a must, many paths can be followed.

There are outliers in the pack like Frankie Muniz that have taken a different route in the pursuit of becoming a NASCAR driver. He was mostly known for his acting endeavors throughout the early 2000’s. Frankie Muniz has also quietly had a progressive career in racing that has stemmed from his passion for sports cars and motorsports racing. In late 2021, Muniz began putting the plans in place to go racing full time as a professional motorsports driver with his primary goal being full time NASCAR racing in 2023.  Muniz is licensed to race in the ARCA Menards Series and will make an announcement about his racing plans for the 2023 season soon.

Although there is not one straight path to becoming a NASCAR driver, it is possible for anyone with the drive and ambition to pursue a career in racing. NASCAR driving requires a lot of skill and it takes a certain mindset to achieve such high levels of driving. One thing is clear in every driver’s mind, their ultimate goal is to be racing in NASCAR Cup series going for gold.

Sources:

  1. https://www.jacksonville.com/story/sports/motorsports/2012/02/16/pit-road-money-pit-costs-field-nascar-team-are-staggering/15875590007/
  2. https://www.nascar.com/long-form/frankie-in-the-fastlane/
  3. https://www.softschools.com/facts/us_history/nascar_facts/3163/

Lacrosse: Why America’s Fastest-Growing Sport Is Taking Over

Posted on by Athelo Group

In 2020, U.S Lacrosse reported that lacrosse is the fastest-growing sport among the youth demographic. The rapid growth of lacrosse has been attributed to multiple factors including the proliferation of school sports teams and club leagues. According to U.S. Lacrosse, lacrosse participation among all age groups increased by 32% between 2008 and 2018. The growth of the sport is seen most in the United States, specifically in youth and Division 1 participation as well as the overall market size.

Why Lacrosse Is Quickly Becoming America’s Fastest-Growing Sport

Lacrosse is more than just a sport. Adam Gardner, guitarist, and vocalist, once said: “It’s family; lacrosse is not like any other sport, it’s more of a way of life.” Those who are fans of lacrosse are extremely loyal and see the game as something the extends beyond the field. In 2020, Nielsen Sports stated that brands partnering with MLL have, “a deep connection to fans through the customer journey.” This study showed that 75% of lacrosse fans have a higher tendency to buy products from MLL sponsors. Some of the recent professional lacrosse partnerships include Gatorade, Under Armour, and AT&T.

From Youth Teams to Division I: The Pipeline of Growth

Much like U.S Lacrosse the NCAA also reported that lacrosse is the fastest-growing sport, with over 36,000 athletes in 2015. In an NCAA study conducted in 2018, it was discovered that between 2003 and 2018, Division 1 men’s lacrosse grew 61% in participation and Division 1 women’s lacrosse grew 97%. The growth of college lacrosse can be traced to youth participation which has rapidly grown over the past two decades.

Even with growing participation in Division 1 lacrosse, their revenue is nowhere close to other college programs. In 2021, the highest revenue-generating college sports program was University of Texas (UT) football which grossed over $156 million, while the top revenue lacrosse program, Johns Hopkins, only made about $4 million (2.5% of what (UT) made in 2021).

When the MLL merged with the PLL in December of 2020, MLL commissioner Sandy Brown explained how the merger is projected to benefit the future of lacrosse. Brown said, “this merger not only benefits the future of the game, for it combines the history of professional lacrosse with an innovative approach that has already accelerated the game’s growth. Further, the major market commercial opportunities are in their infancy. The runway for a combined effort is robust”.

Women’s professional lacrosse leagues have also grown in the past decade. One women’s league is Athletes Unlimited, which was started in July and will continue until late August this year. The league features 56 players including Alex Aust, Kayla Treanor, and Michelle Tumolo. Even in its infancy, Athletes Unlimited women’s lacrosse has gained multiple sponsorships from companies such as Geico, Nike, and Gatorade.

Going Global: Olympic Recognition and the Future of Lacrosse

With the rapid growth of lacrosse in the United States, the sport has also reached a new height internationally. On July 20, 2021, The International Olympic Committee (IOC) voted to grant full recognition to the international federation for lacrosse. As the sport of lacrosse continues to grow worldwide, we will hopefully see it debut in the 2024 Olympic Games.

Lacrosse is a sport that is on the rise. The market is growing while participation grows in the United States and globally. Current players have become celebrities with marketable personalities across men’s and women’s lacrosse such as Athelo Group’s own Alex Aust and Marcus Holman. The late lacrosse coach and Hall of Famer, Chris Hall said it perfectly; “Lacrosse seems to be a sport of the future. Maybe it’s even become the sport of the now.” Lacrosse is more than a sport; it goes beyond and builds a family and community around the sport.

Sources:

  1. https://auprosports.com/lacrosse/
  2. https://sports.yahoo.com/athletes-unlimited-finds-sponsor-interest-095556030.html?fr=yhssrp_catchall
  3. https://premierlacrosseleague.com/articles/the-premier-lacrosse-league-and-major-league-lacrosse-announce-merger
  4. https://quotesguides.com/lacrosse-quotes/
  5. https://athelogroup.com/athlete/marcus-holman/

The Olympics Create Audience Growth Gold

Posted on by Athelo Group

The Olympics are the grandest international multi-sport event in the world. Every four years, the Summer Olympics are broadcasted across nations impacting millions of lives. This year, Tokyo received the honor of hosting the 2021 Summer Olympic Games, bringing together the best athletes to compete after a lifetime of training. To become an Olympian is one of the greatest accomplishments for an athlete, but what these Olympians do with the honor can change their career trajectory for years to come. 

How the Olympics Are Winning the Attention Race

There is no event like the Olympics to truly show off athletes who compete in individual sports. Golf, combat sports, and Tennis are the only individual sports that are historically recognized on a large scale. The Olympics bring sports like surfing, swimming, and diving to the masses.

This year surfing made its debut and without a doubt was popular among the viewers. After a stellar performance in Tokyo, we watched Athelo Group athlete, Brisa Hennessy’s audience grow by the thousands hourly. Over the past week, the 20-year-old Costa Rican gained over 115 thousand followers on her social media platforms. On July 7th just days before the Olympic Rule 40 period began, Brisa totaled 90.6K followers across Instagram, Facebook, YouTube, and TikTok. Today on July 29th, as she returns home from Tokyo, her total following has reached 208.4K and continues to increase by the minute. 

HOSSEGOR, FRANCE – OCTOBER 23 : Brisa Hennessy of Costa Rica surfing during Final of the Roxy Pro France on October 23, 2021 in Hossegor, France. (Photo by Laurent Masurel/World Surf League)

Expanding Viewership: Platforms, Markets & Fan Engagement

Brisa is currently ranked #15 on the WSL Women’s Championship Tour and has worked with Athelo Group over the past few years to build her brand beyond just her athletic career. Her audience growth was the highest among all Olympic surfers so we gathered some insight on the subject from Athelo Group CEO, Andrew Stallings. Stallings was able to explain the effect the Olympics has on athletes like Brisa. 

Stallings said, “As athletes from all over the world began boarding their flights to Tokyo, it was all about documenting the journey. Our client, Olympic Surfer Brisa Hennessy capitalized on documenting her journey with humor and humility the way many young women her age would. The result? She more than doubled her social media following in a week across all verticals and raised her engagement rate to double digits. I don’t think anyone could have anticipated how these games were going to be consumed through the specific channels of individual athletes during the games.”

Brand Opportunity at the Games: Sponsorship, Activation & Reach

This is exactly what the Olympics do for lesser known athletes. Consumers recognize the hard work of these athletes. Consumers get attached to these athletes through their stories and hard work, whereas traditionally consumers of sport get attached because of an affinity to a team.

In sports, there is a hierarchy. In America, four major sports control the industry. Baseball, football, basketball, and hockey are by far the most watched sports and the other sports do fall by the wayside. However, the Olympics give niche athletes a chance to earn global fame and show off their respective sport and hard work. 

The Olympics can drive attention to smaller sports. We asked Stallings if he or Hennessy have noticed an uptick in excitement around surfing because of the games.

His response was, “From the athletes to individuals who could not tell you the difference between surf or snowboard – there is no doubt that surfing made a big splash in its first year in the Olympic games. The conditions proved to be a true challenge for even the world’s best athletes which is a catch 22 as we look forward to how / where the contests should be held moving forward. Some have argued that a man-made wave or wave pool would deem to be more exciting, but those who know surfing know that the excitement is the uncertainty of what mother nature could throw at you at any time.”

Surfing is perhaps the best example of these Olympic sports gaining recognition. Most sports fans do not even think about surfing when talking about sports in everyday conversation. However, because of the Olympics, viewers can gain a new appreciation and understanding of surfing. This kind of exposure is surely going to create a bigger buzz around the sport and ultimately provide more opportunities for these surfers. 

What This Means for Sports Marketers & Future Hosting Cycles

Lastly, one of the things that the Olympics bring to these smaller sports is the potential to grow. Brisa and the world of surfing is a perfect example of a sport and athlete who are gaining more recognition following the games. So what’s next? We asked Stallings what the future may hold for surfing and Brisa.

According to Stallings, the future is “To be determined. I think if the expectation is one-dimensional (meaning – how many brand deals or sponsors can I get) I think they will be sorely disappointed. Brisa is extremely proud of her accomplishments and is going to be entirely focused on finishing out the 2021 WSL season on a high while also doing and learning how to stay true to her audience and ensure she actively welcomes and engages with her new audience members moving forward. Bottom line, it’s business as usual.”

Even after an event like the Olympics, the future of niche sports like surfing is very uncertain. Unfortunately, it is going to take a lot more than one Olympic Games to solely drive viewership, overall revenue, and participation. However, the future looks bright due to the rising impact of social media and what this global platform has provided individual athletes.

Sources:

  1. https://www.vox.com/22584397/tokyo-olympics-2020-new-sports-surfing-skateboarding-baseball-softball-karate-sport-climbing
  2. https://athelogroup.com/athlete/brisa-hennessy/
  3. https://www.worldsurfleague.com/athletes/3971/brisa-hennessy

The Sports Betting Industry is Here to Stay

Posted on by Athelo Group

Many of the Super Bowl’s most notorious annual advertisers opted out of a TV spot for this year’s game, keeping in line with an overall fan experience that felt anything but normal. Instead of traditional brand heavyweights like Coke, Pepsi, and the Anheuser-Busch giants dominating commercial airtime, some fresh faces chose to enter the picture for the first time in 2021. Of all the newcomers to the Super Bowl advertising party, perhaps none left feeling better than their airtime was money well spent than DraftKings – a sports betting giant who dropped an estimated $5.6 million total for two 15-second ads during the game (AdAge).

How Sports Betting Has Become a Main-Stream Sports Industry Pillar

While $5.6 million is a staggering total to pay for not even a minute of airtime, that number pales in comparison to the volume of business that gambling giants like DraftKings are churning out these days. The brand’s decision to spend big on Super Bowl advertising in 2021 is a sign of just how confident the company feels about its prospects moving forward.

In the third quarter of 2020, DraftKings reported revenue of $133 million (98% growth) over that three month period (DraftKings). With the company expecting a full calendar year of live sports for its users to bet on, revenue projections have been set as an astounding $750-850 million for 2021 (Sports Pro Media). Although DraftKings often steals the spotlight given its high brand visibility and status within the market of betting companies, the company’s success is not unique within the industry.

The popularity of legalized sports betting platforms is reaching astronomical heights. For evidence, we need to look no further than the Super Bowl itself. Friendly wagering and casual gambling pools like ‘Super Bowl Squares’ have long been a part of the event’s tradition, but these informal betting ways have now been surpassed by official betting sites when it comes to enticing fans to put their money on the line. Experts estimate that the final legal wagering figure for the game will come in around $300 million total. That number would be an increase of $30 million from 2020 (Legal Sports Report).

The Rise of Legal Sports Betting: From State Legislation to Record Revenues

The movement to legalize sports betting has gained traction on the regional level, as more and more state legislatures across the country have started to pass laws allowing for the usage of mobile betting sites like DraftKings within their state boundaries. The total number of states who have legalized sports betting in some capacity is up to 21 total as of February 2021, while another six have legislation currently awaiting expected approval at some point later in the year (Action Network). If the sports betting craze hasn’t already hit, the wave is certainly imminent.

Take a state like New Jersey, for example, which has the highest betting presence of any state apart from Nevada – the original American gambling mecca. The Garden State, which reports that 80% of its betting totals come from “sportsbook apps and websites,” has posted incredible revenue stats since legalizing the practice over two-and-a-half years ago. Here are how the state’s overall betting platforms performed in 2020 alone:

Considering these figures and revenue streams, it’s easy to see why state legislatures across the nation are rushing to get in on the betting action. Even in a pandemic year that saw live sports put on total pause for nearly five months, sportsbooks in New Jersey surged ahead, raking in record-breaking bet totals for seven consecutive months to end the year. In every month excluding the peak pandemic shutdown of April, the state raked in at least $1 million from taxes collected among the sportsbook it allows to operate on its premises. The betting platforms themselves stole the show, however, finishing the calendar with three straight months above $50 million in revenue.

With figures like these, individuals around the sports industry can no longer deny the impact that gambling is going to have on the sporting world in the near future. This trend toward legalization will undoubtedly present a number of challenges and concerns among officials, and those worries are valid. Those around some of the nation’s top leagues can talk all they want about how the legalization of in-stadium betting is unethical and threatens the authenticity of the fan experience, but that talk will be futile at the end of the day. Although it may take a decent amount of time before all 50 states certify legislation into action, national legalization of sports gambling is inevitable. The financial reward for states opening their doors to legal sportsbooks is simply too powerful.

Why Sports Teams Can’t Afford to Ignore the Gambling Gold Rush

So the big question arising from all this talk of betting legalization is still rather ambiguous — how will gambling change the way teams and leagues operate moving forward? Drawing certain conclusions one way or the other is difficult given the new and unprecedented nature of this gambling wave, but the bottom line is that sporting executives must embrace this wave for what it truly is: a chance to make more money.

Take the NBA’s Detroit Pistons, for example. With the team’s home state of Michigan officially passing the legalization of online sports gambling in January 2021, the franchise jumped ahead of the curve, inking multi-year sponsorship deals with the two online betting giants: DraftKings and FanDuel (Detroit Free Press). Recognizing that betting was about to become a part of the Pistons fan experience no matter what, the team chose to capitalize on the impending betting spike in its home state by establishing a productive partnership with these mega-betting entities as opposed to an adversarial one.

As legal betting continues to thrive in more states across the country and thus becomes popular among a wider global audience, it will be up to individual franchises like the Pistons to determine how betting influences their overall fan experience. While some might raise valid concerns about how an excessive embracement of betting could ruin the sanctity of the sports fan experience, the reality is that the rise of gambling legalization seems irreversible. With the legal gambling wave knocking on the doorstep of more and more franchises, teams have two simple options: put aside ethical concerns and get it on the action, or sit back idly as other entities around them rake in millions.

Sources

  1. https://www.legalsportsreport.com/sports-betting/super-bowl/
  2. https://adage.com/article/special-report-super-bowl/draftkings-air-first-super-bowl-commercial/2309706
  3. https://www.sportspromedia.com/news/draftkings-2020-revenues-growth-us-sportsbook-betting-market-guidance
  4. https://www.actionnetwork.com/news/legal-sports-betting-united-states-projections
  5. https://www.playusa.com/draftkings-super-bowl-commercial-big-moment/
  6. https://www.legalsportsreport.com/sports-betting/revenue/
  7. https://www.freep.com/story/sports/nba/pistons/2020/11/30/detroit-pistons-partnerships-fanduel-draftkings-nba/6462850002/

OPINION: Action Sports is Having a Moment and I’m Here for it

Posted on by Athelo Group

Athletic opportunities take many forms. For some, sports involve a team, a field, or a ball. For others, sport is more solitary and potentially life-threatening. Participation in extreme sports is rising in popularity and spanning across a range of demographics. For extreme athletes, the roar of the crowd is replaced by the rush of adrenaline that can be heard in your ears and felt in your blood. Pushing one’s own limits and facing one’s own fears is an attractive draw to participation in any of the many extreme sports.

My mom, a history teacher, shared a lecture with me that she was presenting about former presidents in which she noted that George HW Bush celebrated every fifth birthday going skydiving. Well, if he could do it, so could I.

They say the “high” from jumping from an airplane traveling thousands of feet in the air is better than any drug, drink, or even falling in love. I was ready to test that out the day I signed up to jump from an airplane over the beautiful mountains of Switzerland. The thrill was almost indescribable. The intense rush of energy and power was overwhelming. I had heard of the adrenaline hormone produced from such exciting activities and I was experiencing it first-hand. Adrenaline was taking me over and endorphins were creating a drunk-like feeling throughout me. Extreme sports such as surfing, bungee jumping, wakeboarding, skateboarding, and skiing hook people in like a drug making them crave more challenges and risks.

2020-12-07-paris-inside.jpg

The International Olympic Committee recently voted to include skateboarding, sports climbing, and surfing in the Olympic Games to generate interest and excitement in the Olympics from a younger crowd. The inclusion of these popular extreme sports will open and expand participation to the mainstream population, appealing to more than just thrill-seekers. Put these on your radar, they are sports to watch. The inclusion of these extreme competitions indicates a huge shift in sports on a worldwide level, a shift worth following. Research conducted by Bennett, Henson, and Zhang reveals that those fans the Committee is seeking to attract, members of Generation Y, prefer extreme sports over the traditional sports of basketball and baseball. While many are soccer fans, they would prefer to watch the X-Games than the World Cup. More members of Generation Y enjoyed televised action sports more than their predecessors making interest in these sports, a definite trend to watch. The researchers report that “The rise of consumer and corporate interest in extreme sports has been phenomenal.” In addition, media coverage of action sports has increased considerably over the last few years.”

The popularity of extreme sports is further advanced by the ESPN X Games. The X Games attract big-name sponsors and popular top athletes which draw in a younger fan base. These Generation X and Generation Y enthusiasts are the demographic who are very attractive to marketers making sponsorship quite lucrative. Professional skateboarders, surfers, and snowboarders have attracted corporate sponsors is from the mainstream, national brands such as Target, Nike VISA, and Mountain Dew with competition earnings.

Red Bull is a brand that is often associated with extreme sports sponsorship. They are lined with skydiving and cliff diving and the most extreme sports in between. They are a huge force with younger people making it a natural fit for extreme athletes. Oakley, another huge sponsor, especially of winter-type sports had a great showing at the last winter Olympics having been worn by the skiers and skateboarders.

Social media also works to drive interest in extreme sports. GoPro cameras capture incredible feats of regular people. Instagram, TikTok, and YouTube are filled with posts of real people engaging in real death-defying actions, actions that quickly go viral.

Extreme athletes push their minds and bodies while theoretically risking their lives. This incredible feeling, like a drug, hooks a person in making them crave more risk and challenge. This excitement travels to fans and spectators by hooking them in, enticing them to “take it to extremes.”  I am not sure why (or even how) George HW Bush waited 5 years between his jumps. I am hooked for sure and can’t wait to feel the sense of euphoria and “go extreme” again, and again.

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