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Social Media Content Strategy for Athletes

Posted on May 19, 2023November 18, 2024 by Athelo Group

By Sophia Nadler

Athelo Group

In the world of athlete partnerships, having a large social media following is more important than ever. But simply building a following is not enough – athletes should also consistently curate a mix of content that showcases their personality, athleticism, and personal life to keep their followers engaged. From travel-themed TikToks to creative editing, let’s explore some fresh ideas to bolster your social media content strategy and keep audiences from clicking “unfollow.”

Training

Audiences follow people like Naomi Osaka and Cristiano Ronaldo to feel inspired by what it takes to compete at the highest level. And social media is the most accessible way to make this possible! To give followers this sought-after insight, athletes can provide an inside peek into their training regimen. Creative editing techniques such as time-lapse or slow-motion effects, split-screen editing, and overlaying viral sounds and music can make training videos more interesting and entertaining. It’s not as difficult as it seems, either. There are plenty of intuitive editing apps on the market that are smartphone accessible. Consider CapCut: it’s an all-in-one video editor that allows creators to split clips, add transitions, music, and visual effects all with the swipe of a finger.

Additionally, athletes can inject their personality into their training content by voicing over their training sessions in an authentic tone that aligns with their personal brand. Whitney Simmons, for example, is a health vlogger and GymShark athlete who infuses humor and authenticity into her gym videos. By posting mic’d-up footage on YouTube and repackaging clips on Instagram Reels and TikTok, she shows her followers the fun side of weight training. With silly accents and infectious laughter, Simmons brings a sense of approachability and joy to an otherwise serious activity. This approach can be adapted by other athletes as well, who can use their own voice and personal brand to add an authentic and engaging touch to their training content.

Style

As athleisure grows in popularity, audiences look to the pros for inspiration. Posting content that showcases style on and off the field is one more way athletes can keep followers tuned in. “Outfit of the Day (OOTD)” content has sustained as a social media staple, and creators are constantly finding new ways to utilize the trend. To mix up a stand-alone OOTD post, athletes can try incorporating a collection of Instagram carousel photos that follow a week of outfits, enlisting colorful and unique backgrounds to contrast their mirror selfies. Short-form Instagram Reels or TikToks work for style content too, especially when paired with a “Get Ready With Me” theme. For longer-form video platforms like YouTube, followers engage well with closet tours and highlights of a sneaker or jersey collection.

NBA players provide a great example of merging style with athletics through social media content. Oklahoma Thunder player, Shai Gilgeous-Alexander, does it so well that he won GQ’s Most Stylish Man of the Year and is a Converse partner! Taking advantage of the NBA’s culture of dressing in “business attire” when arriving or departing from games, Shai repurposes media coverage of his outfits on his Instagram page. He turns a normal walk into the locker room into an editorial-like fashion shoot that his followers love. Whether he’s sporting Chrome Hearts or Prada, fans eagerly await what look and designer he’ll post next.

Travel

Athletes also have the rare advantage of traveling worldwide for games and training, allowing them to showcase travel content to diversify their feeds. Some possible ideas for TikTok and Instagram Reels content include a “Pack With Me” video highlighting personal travel essentials pre-trip, travel “storytimes” recapping moments after the trip, and VLOGs throughout. Longer videos are popular too, especially when they capture restaurants, sights, museums, and nightlife for followers to live vicariously through!

One emerging #TravelTok trend particular to D1 college athletes is “Day in the Life: Travel Edition” content. University of Texas track and field star, Sam Hurley, has amassed 3.6M TikTok followers and leads the charge in college athlete content creation. He recently posted a “Meet Week Travel Day” TikTok that garnered nearly 100K likes. Hurley’s VLOG followed him from his ChikFila breakfast to track practice, on and off the team plane, and to his hotel. He added text overlays of time to pace the video and mimic the natural progression of his day. Within the video, Hurley gave fans peeks of his hotel room, meals throughout the day, and commentary on the relationships he shares with his teammates. Through these videos, followers get a behind-the-scenes look into athlete travel.

Niche Interests

Athletes are more than just the sports they play. Whether it’s reading, cooking, or philanthropy, they have a wide variety of interests to leverage through social media content. Doing so adds variety to their feed, nets a wider audience, and expands their reach beyond their sport.

For instance, as an avid reader, CrossFit pro Dani Speegle uses Instagram Stories to highlight the book she’s currently reading. A simple snap of the book’s cover elicits conversations among her fanbase and leads to engagement beyond the fitness community. Zana Muno and Winter Vinecki use stand-alone Instagram posts to highlight their love of gardening. By sharing their unique interests, they diversify their content without relying solely on training and competition highlight reels.

When athletes share their niche interests on social media, they not only engage and entertain their audiences, they catch the attention of relevant brands. NBA player Karl-Anthony Towns, for example, has always shared his interest in video games on Instagram and Twitter– even hopping on Twitch streams to engage with fans. As a result, Towns has gained partnerships with brands like Gaming Community Network and gaming tech company, ROG Global. Brands like these see that the athlete’s personal interest and social media following is already established, making the partnership both a lucrative and authentic one.

As athletes use social media content creation to keep followers engaged, it’s critical to remember that timing is key. Trends come and go, and it’s important to stay up-to-date. When applying the key concepts discussed, creators can remain on top of social media using these resources:

Later Blog– Posts weekly updates on Instagram and TikTok’s trending sounds, edits, and themes

TikTok– TikTok’s own profile highlights weekly trends and tips for going viral

Slaying Social– Shares updated trends specific to TikTok, Instagram, Twitter, and Facebook

Above all, athletes should have fun with their social media posts! There’s joy in creating content that lets followers in on their personality, training, and passions outside of sport. Followers see the genuine excitement and become life-long, engaged fans.

Major League Baseball Modernizing its Historic Game

Posted on May 8, 2023March 19, 2025 by Athelo Group

By JT Mildenberger

Athelo Group

Ever since baseball’s steroid era ended in the mid to late 2000s, MLB viewership has been on the decline. Pace of play slowed and offense diminished, causing the sport to lose fans to alternative forms of entertainment. Younger generations began gravitating towards more action-packed and highlight-friendly sports like basketball and football. In an effort to combat these issues, MLB recently enacted major rule changes to render a more entertaining product for consumers. The new baseball rules haven’t come without some backlash, but overall, seem to be picking up support as the season takes off.

Pitch Clock

The most revolutionary change to baseball this season is the pitch clock, which forces the pitcher to start their windup prior to the clock expiring. This rule also requires the hitter to be in the batter’s box and ready to hit with at least 8 seconds remaining on the pitch clock. If the pitcher violates this rule, a ball is added to the count. If the batter violates this rule, a strike is added to the count. So far, this rule change has decreased game length and created better rhythm for players and viewers. Last year, an average MLB game lasted over 3 hours. Today’s new rules have shaved down game length to about 2.5 hours.

While the pitch clock faced some initial backlash from traditionalists who wanted to keep clocks out of baseball, modernists ultimately won out. Even so, some players and fans are taking time to adjust to the change. Just last month, LA Dodgers’ Cody Bellinger received an automatic strike for his pitch clock violation after soaking in a standing ovation. To avoid unnecessary violations and maintain fan engagement in the future, umpires may move to neglect time requirements under special circumstances.

Shift Ban

Another factor that has plagued baseball is the increase in strikeouts, which leads to fewer balls in play and less action on the basepaths. This comes as teams have increasingly taken advantage of analytics to optimize the defense by employing a “shift.” During a “shift,” the defense overloads the side of the field where a player is more likely to hit the ball, abandoning traditional defensive positioning. While MLB cannot implement a rule to help hitters make contact, they have placed restrictions on the defense by banning the “shift.” Under this new rule, two infielders must be on each side of the infield with their feet on the infield dirt.

While some argue the ban limits defensive strategy, many players understand the logic. Matt Duffy, infielder for the Kansas City Royals, told the New York Times: “Our job [as players] is to entertain first. If the product as a whole is not entertaining, people are not going to come.” The new rule enforces Duffy’s sentiments: by allowing hitters more base hits, batting average on balls in play is up 19 points on pulled ground balls this season compared to last. As players make more contact, the game becomes more engaging and entertaining for viewers.

Base Size

Measures have also been taken to ensure more excitement once a player reaches base. To start, MLB increased the base size by 3 square inches to both enhance player safety and to give base runners a slight advantage on close plays. Additionally, pitchers have been limited in the number of pickoff attempts they have per at-bat, leading to more aggressive baserunning. This season, stolen base attempts have increased to 1.7 per game from 1.4 last year, and the success rate is 80.8%, which would be the highest in league history. The increased action on the basepaths has led to a much more exciting game for the viewer in an accelerated time frame.

TV Ratings and Attendance

The new rule changes have certainly faced backlash from the older generation of baseball fans who are worried about altering the traditions of their favorite sport. However, MLB’s goal has been to regain popularity among the younger generations which have flocked to faster-paced sports. The first few weeks of the season have proved to be a success, as ratings were up across the board compared to last season. Fox’s opening weekend broadcasts saw a 10% increase in viewership compared to last season, and ESPN saw an 11% increase. Additionally, ESPN’s first Sunday Night Baseball broadcast of the season was the most-watched sporting event on cable television that night among the 18-49 demographic.

In addition to winning over viewers, MLB’s rule changes have also proven favorable to fans in attendance. Attendance is up an average of 4% league-wide compared to this point last season. Fans in the stands now anticipate an action-packed sub-three-hour experience as opposed to a four-hour marathon.

Sponsorship Opportunities

The new rule changes have provided the league with a unique marketing opportunity that they didn’t previously possess. The league is actively seeking advertising partners for the new pitch clock displayed in each ballpark. Depending on the brand, insiders estimate a season-long pitch clock sponsorship could sell for upwards of $10M. A sport that has gone without a clock for its entire existence now has the opportunity to seamlessly integrate a massive watch brand into the league’s modernized product.

Given this move, perhaps MLB is taking notes from other major sports leagues. Global watch brands have a long history of involvement with sports leagues and teams, and another major opportunity has now presented itself within the MLB. The NBA, for example, has a partnership with watch company Tissot, who has been declared the official timekeeper of the NBA. Rolex is also a major player in the sport sponsorship industry with substantial partnerships in the tennis, golf, and motorsports worlds. Its stake as the official timekeeper of Formula 1 is worth an estimated $45M. According to Front Office Sports, Rolex could also be a potential MLB pitch clock suitor alongside Timex and Omega.

As MLB enjoys success from these recent new baseball rules, the league is taking a step into the future of modern sports entertainment. Fans seem to be in agreement with TV ratings and in-game attendance on the upswing. Even investors are taking notice: groups in both Orlando and Salt Lake City see baseball’s comeback as a lucrative investment, pitching new stadiums and new teams in their respective cities. If MLB can maintain this momentum, even more exciting developments and higher entertainment value are sure to come.

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Formula 1 US Expansion: Why F1 Is Growing in America

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

By Sophia Nadler

Athelo Group

Over a decade ago, many would argue Formula 1’s greatest relevance in American pop culture was Talladega Nights’ portrayal of fictional French F1 driver, Jean Girard. The same cannot be said in 2023: the sport is surging in popularity with record U.S. viewership and fan engagement. Thanks to factors like Netflix’s Drive to Survive docuseries and enhanced marketing strategies, F1 is netting a new generation of American fans with a genuine interest in the sport. F1 isn’t the only beneficiary here: by leveraging F1’s new American audience, brands and athletes are taking advantage, too. Let’s examine F1’s expansion into the United States and the key figures with a stake in its success.

Liberty Media Takes Over

When U.S.-owned Liberty Media purchased F1 back in 2017, they bought an underdeveloped asset with no marketing team. Their immediate aim was to infuse F1 with the entertainment value so crucial to gripping American audiences. Through marketing research, they realized fans wanted a more immersive race experience and an open channel of information, both of which were limited under the strict regulations of F1’s former leadership.

As a result, F1 took to social media to improve fan access. By incorporating behind-the-scenes coverage, interviews, and allowing previously restricted team content, fans forged a more personal connection to F1 teams and drivers. On YouTube, for example, F1 posts an annual Secret Santa video series. Ever since the Christmas of 2017, Popular F1 drivers like Kimi Räikkönen and Charles Leclerc exchange sentimental, outrageous gifts and attempt to guess their source. Fans have embraced the personal element of this content, which showcases the friendships and light-heartedness within the sport. Prior to Liberty Media’s takeover, fans had no way of experiencing these moments up close. Due in part to these efforts, the organization now experiences a 30% year-on-year social media growth.

Drive to Survive Hooks American Audiences

Partnering with Netflix, Liberty Media used the Drive to Survive docuseries to bring F1 closer to the forefront of American pop culture. According to The New York Times, it’s the show that “made Americans fall in love with Formula 1.” And they’re not so far off: when the series first premiered, ESPN averaged only half a million viewers per race. Three years into the show and those ratings nearly doubled. In 2022, ESPN renewed its F1 media rights contract for a figure between 75 to 90 million dollars. That’s a 1300% increase in the last contract’s valuation, largely credited to the show’s impact on American audiences.

Coming into its 5th season, the series continues to capture intense races, rivalries, and friendships among F1 drivers and their teams. Drive to Survive finds its success in humanizing F1, frequently following drivers off the track to depict their relationships with family and friends. In an episode entitled, “Man on Fire,” the show captures Sergio Perez’s final race of the season as he comes from last in the field to clinch the Sakir Grand Prix. His in-car camera films him sobbing in elation upon the P1 finish, then breaking down once more as he calls his wife and children with the good news. Capturing emotional narratives like this is what the show does best, and it’s why American audiences are so hooked. Even people who do not understand the sport’s nuances tune in to witness the high-stakes, emotionally compelling stories which revolve around it.

F1 Drivers Leverage Newfound U.S. Fame

Many F1 drivers have benefitted from the sport’s newfound U.S. awareness. Charismatic drivers like Red Bull’s Daniel Ricciardo have become motorsports figureheads, with Ricciardo now boasting 7.9M Instagram followers and counting. He’s leveraged this newfound popularity in the States to forge partnerships with American sponsors like Beats by Dre and EA Sports.

At 10M Instagram followers, Monocan driver Charles Leclerc is even more popular than Ricciardo. More and more brands who typically favor NASCAR’s Americana are now beginning to see drivers like LeClerc’s stateside appeal. Celsius, for example, has been a NASCAR staple since 2016 with sponsorships between drivers like Justin Haley and Corie Lajoie. This month they announced their new venture into F1, sponsoring Leclerc’s car at Team Scuderia Ferrari. Leclerc and his teammate, Carlos Sainz will sport Celcius’s logo on their cars beginning at the Miami Grand Prix in May. Collaborating with the drivers through social media and activation appearances, Celsius is one of many brands looking to capitalize on F1 drivers’ growing American audience and pre-established global reach.

American Brands Capitalize on Popularity of U.S. Races

While the U.S. is no stranger to hosting F1 races, recent races have experienced an unprecedented rise in attendance, greater media rights value, and an influx of unique brand opportunities. The Grand Prix in Austin, TX has been held since 2012, but in 2021 it set the largest three-day attendance record of any Grand Prix, drawing crowds of more than 400,000 people. The stateside buzz has led F1 to add another American race to this year’s circuit with Las Vegas joining alongside Austin and Miami. Experts suggest the race will generate a 1.3B economic impact from ticket sales, food and beverage, media rights, and hospitality. The 2024 Super Bowl, which is also to be held in Las Vegas, is projected to accrue just half that.

This is all good news for American brands who are quickly positioning themselves in the F1 space. In 2022 alone, American brands made 161 deals with Formula 1. That’s a 66% increase from 2020! Major players include U.S. tech company, Oracle, who inked a blockbuster 5-year deal as the title sponsor of Red Bull. Oracle’s move has led the charge in a new wave of American brand partnerships. McClaren followed with a Google deal, and the sole American-owned F1 team, Haas, partnered with Dallas-based MoneyGram. Just last week, Paramount+ became an official multi-year partner of the league with plans to place advertising in F1’s Fan Zone areas. While many of these brands are familiar with the sports sponsorship space, partnering with F1 is a new endeavor. As the sport continues to expand its U.S. market, the brands that jump on board are sure to grow alongside it.

Ever since Liberty Media’s takeover, it seems F1 is living out its American dream. Fully developed American motorsports properties like NASCAR will need to evolve their strategy in response. Only time will tell if the market can be shared, or if F1 could surpass it in long-term U.S. growth. But one thing’s for sure: we’re now living in an era where F1 is celebrated in American culture. It’s no longer misunderstood; it’s a point of interest for U.S. fans and brands alike, and its future in the States is full of promise.

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India is Taking the Sports World By Storm through Cricket

Posted on April 14, 2023March 19, 2025 by Athelo Group

By Claire Brown

Athelo Group

The numbers don’t lie: India’s sports scene has been growing at a significant rate over the past few years and cricket is at the forefront of it all. By 2027, it is projected to expand to five times its current size. This is due to a flood of sports funding, a large congregation of talented individuals who are committed to growing the sports scene, and over 1.4B people who all love cricket. As a result, India is taking cricket into the future. Women’s cricket is booming at an unprecedented level, technology platforms are revolutionizing the way fans engage, and American investors are seeing the potential.

Cricket

Deeply ingrained in the country’s culture, cricket remains one of the most popular sports in India. Cricket has a massive fan following in the country, with nearly 90 percent of the population closely following the sport. It is estimated that the Indian Premier League (IPL) generates a viewership of around 462 million in India alone. Cricket has an emotional attachment for many Indians, bringing citizens together and promoting unity. Victories in major cricket tournaments, such as the World Cup, are revered across the country, with people taking to the streets to celebrate.

Over the years, India has produced the majority of cricketing’s global icons. Players like Sachin Tendulkar, Virat Kohli, MS Dhoni, and Rohit Sharma, are embraced by cricket fans across the world. India is utilizing some of these icons to further the sport’s development and maintain its relevance on a global level. Rahul Dravid, for example, is a former Indian cricketer and is widely regarded as one of the greatest batsmen in the history of Indian cricket. He is currently the Director of Cricket Operations at the National Cricket Academy. Dravid’s contributions to sports development in India go beyond his achievements as a cricketer. He has played an instrumental role in mentoring young talent during his time as head coach of the Cricket Youth National Team. He also promotes grassroots development, advocates for sports infrastructure, and emphasizes spreading sportsmanship values in the country. Dravid is one of many talented sports developers who are working to push cricket forward.

Women’s Cricket

Women’s cricket is a huge factor fueling the sport’s development in India and abroad. The public’s interest in female cricket is growing, with last year’s ICC Women’s Cricket World Cup in New Zealand drawing sold-out crowds and record-breaking attendance. This year, Indian cricket officials capitalized on this momentum, launching the Women’s Premier League, a female version of the IPL. The five new teams sold at auction for a combined total of over $570 million dollars. The prices per team were astronomically higher than established American leagues like the WNBA. Due to the teams’ high valuations, female cricketers can expect increased salaries and greater opportunities in the league.

In conjunction with its new formation, the league secured the second-largest media deal for women’s sports. A new joint venture, Viacom18, between Paramount Global and Mumbai-based Network18, inked a five-year, $116 million media rights deal with the new women’s cricket IPL. As female sports garner more interest across the world, deals like these show India is committed to their development and that top media companies want a stake.

Between large investors and national events, women’s cricket is on track to becoming one of the most popular female sports in the world.

American Investors

American Investors are starting to take note of cricket’s profitability potential. Private investment firm RedBird Capital Partners, known for their stakes in Fenway Sports Group, the Yankees’ YES Network, and the Italian soccer team A.C. Milan, have taken an interest in the cricket property. Alec Scheiner, a RedBird Capital partner, began studying cricket and noticed a parallel between today’s IPL and a 2000s-era NFL. RedBird Capital decided to invest $37.5 million, which has most likely quadrupled in value in just one year alone. Disney and Sony also noticed this potential in cricket and were among the bidders in the broadcast rights tender last year.

American Professional athletes are seeing this opportunity to invest in the sport, too. Last year, Chris Paul, Larry Fitzgerald, and Kelvin Beachum became minority owners in the IPL League cricket team, the Rajasthan Royals. When explaining his strategic move into the sports property, Chris Paul cited his confidence in the “value and scope for growth in the IPL.” This group of NFL and NBA stars may be the first American athletes to contribute to the world’s most popular cricket league, but other athletes and investors are sure to follow.

Sports Betting

Sports betting is another factor helping to push cricket into the future as more fans look for new ways to engage with the sport. In 2018, the Supreme Court of India legalized sports betting, which has made the industry more accessible to people through the use of apps and in-person events.

India’s most widely used sports betting app is Dream 11. What began as a cricket fantasy sports company has now seen sports betting partnerships with the NBA and International Hockey League. In 2019, Dream 11 became the first Indian fantasy sports company to become a start-up “unicorn,” meaning a privately-held company valued at over $1B. By 2021, the company’s value had exceeded $8B. By enhancing the way fans engage, Dream 11 furthers cricket’s influence as a global sport and places the India-based company side-by-side with industry giants like FanDuel and DraftKings.

Sportiqo

In addition to sports betting, India has been at the forefront of the rising stock market for athlete platforms. Sportiqo, a blockchain-based fantasy platform, has launched in India where, just like stocks, users can invest or trade in players. During Sportiqo’s beta launch this year, the app welcomed 32,000 new users. It expects 5 million by 2027 and is quickly looking to expand into the English Premier League.

Sportiqo’s power lies in its performance-ranking system. Using an AI-generated algorithm, Sportiqo analyzes a variety of statistics in order to assign an index rating to athletes. Former cricketer, Robin Uthappa, is the platform’s newest ambassador. He stresses that Sportiqo is more than just a tech company– it’s a way to expand cricket’s influence, sharpen users’ sports IQs, and educate the youth on stock trading. As the India-based app grows, it’s sure to attract global investors and users alike.

India is one of several countries that are starting to invest significant time, money, and resources into developing their sports industry. Based on its current growth rate, India could soon contend as one of the most dominant countries in the global sports industry. It will be interesting to watch as more companies recognize India’s potential to progress sports, particularly cricket, into multi-billion-dollar properties and how this will affect countries with fully developed sports industries. With the U.S. sanctioning both Major and Minor League Cricket just this month, it’s clear India’s impact on the global cricket market is gaining momentum and pushing the sport forward.

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Gaming Industry Marketing: How Brands & Influencers Capitalize

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

By JT Mildenberger

Athelo Group

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

Static In-Game Advertising

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

Dynamic In-Game Marketing

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

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

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

Esports Partnerships

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

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

Influencer Marketing

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

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

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

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If the Glass Slipper Fits: March Madness Cinderella Teams

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

By Meghan Gallary and Sophia Nadler

Athelo Group

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

The University of Miami Hurricanes

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

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

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

The Princeton University Tigers

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

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

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

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

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AI in Sports: Transforming Betting, Analytics & Performance

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

By Sophia Nadler

Athelo Group

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

Sports Betting

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

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

Sports Performance

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

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

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

Sports Stadiums

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

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

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

Sports Media

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

Sports Marketing

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

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

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

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

By Claire Brown

Athelo Group

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

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

Develop a unique brand identity

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

Build a strong social media presence

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

Showcase their athletic achievements

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

Collaborating with the right brands

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

Create innovative content

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

Work with a sports marketing team

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

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2023 World Baseball Classic Preview

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

By JT Mildenberger

Athelo Group

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

Sponsors Capitalizing on Global Exposure

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

USA Looking to Defend Their Title

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

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

Czech Republic’s Unlikely Journey

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

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

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WWE Embraces an Uncertain New Era

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

By Sophia Nadler

Athelo Group

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

WWE Created New Content

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

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

WWE’s New Talent

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

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

Potential New Media + Sponsorship Deals in the WWE

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

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

Vince McMahon’s Influence in WWE

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

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

AEW Is On The Rise

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

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

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

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

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Training

Style

Travel

Niche Interests

Pitch Clock

Shift Ban

Base Size

TV Ratings and Attendance

Sponsorship Opportunities

Liberty Media Takes Over

Drive to Survive Hooks American Audiences

F1 Drivers Leverage Newfound U.S. Fame

American Brands Capitalize on Popularity of U.S. Races

Cricket

Women’s Cricket

American Investors

Sports Betting

Sportiqo

Static In-Game Advertising

Dynamic In-Game Marketing

Esports Partnerships

Influencer Marketing

The University of Miami Hurricanes

The Princeton University Tigers

Sports Betting

Sports Performance

Sports Stadiums

Sports Media

Sports Marketing

Develop a unique brand identity

Build a strong social media presence

Showcase their athletic achievements

Collaborating with the right brands

Create innovative content

Work with a sports marketing team

Sponsors Capitalizing on Global Exposure

USA Looking to Defend Their Title

Czech Republic’s Unlikely Journey

WWE Created New Content

WWE’s New Talent

Potential New Media + Sponsorship Deals in the WWE

Vince McMahon’s Influence in WWE

AEW Is On The Rise

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