athletes Archives - Page 11 of 12

Sustainability in Brand and Athlete Partnerships

Posted on November 21, 2022November 12, 2025 by Athelo Group

By Devin Kelley

Athelo Group

In today’s world we hear so often about what we can do to help save the environment and protect mother nature, but have you ever considered what your favorite athlete or brand is doing with their platform to help with this?

Sustainability in brand and athlete partnerships can sometimes be hard to get right and feel authentic, but when brands find the right athlete to work with who is incredibly passionate about their impact on the world, the most incredible partnerships are born.

Why Sustainability Matters in Brand-Athlete Partnerships

Brisa Hennessy, from Costa Rica, is currently ranked the 5th best surfer in the world and competes in the World Surf League. Outside of surfing, Brisa has a love for cooking, education, community, and sustainability. These are all key ingredients in the cultivation of an organic partnership with Brisa, and what brands look at in order to engage the relatability level.

Sustainability and being eco-friendly are two major core values for Brisa and are crucial reasons on what partnerships she currently has.

How Sustainable Brands Strengthen Athlete Impact

Brisa has multiple partnership deals with brands, including Vertra, Rip Curl, Nosotros Tequila and Pura Vida. Each partnership is so unique and the goals of each campaign are different.

For example, Vertra is special to Brisa because of their initiative. Vertra is committed to delivering athlete inspired, planet friendly premium suncare and skincare products to keep outdoor athletes and adventurers protected while having fun in the sun. Not only does Vertra support her athletic career, but each and every brand holds a pure connection to Brisa’s core values. With this partnership Brisa is supporting the Vertra brand and helping raise awareness to the eco-friendly products they sell.

Another one of Brisa’s partners, Pura Vida, spends much time, energy, and focus on sustainability and ocean protection. This shared connection was brought to life and through this a partnership was born.

Pura Vida was founded from a trip to Costa Rica where the founders fell in love with the laid-back culture and lifestyle. From then on, they set out to celebrate and spread the “pura vida” spirit globally through responsible, artisan-made products that inspire positivity and give back. “Pura vida”, translating to “pure life” in Spanish, is more than just a saying in Costa Rica – it’s about enjoying life’s little pleasures, slowing down and living life to the fullest.

They have partnered with more than 200 charities around the world to donate over $4 million to causes you care about. Pura Vida is always striving to do more and is constantly on the lookout for charities that can benefit from help.

When Brands, Leagues, and Athletes Unite

Pura Vida also took this initiative beyond partnering with athletes when they decided to team up with the World Surf League to be the presenting partner of the Rising Tides program. Rising Tides is a cornerstone of the league’s values, providing young surfers access to the world’s best surfers and a platform to explore and learn from their heroes and heroines about pursuing their dreams in and out of the water.

Pura Vida again teamed up with the World Surf League to bring the waves to you with the WSL Mixed Bracelet and Mini Braid Anklet. The upcoming WSL x Pura Vida bracelet ties back to WSL’s We Are One Ocean campaign, which spotlights sustainability and ocean protection. Pura Vida and the WSL want to ensure the ocean is healthy for generations of surfers and aspiring athletes to come.

The World Surf League continues to be committed to protecting and conserving the global ocean through We Are One Ocean to preserve the future of our sport for generations to come. The WSL along with its non-profit partner WSL PURE, and SHISEIDO, are bringing this to life at each WSL Championship Tour event through community-led activations. They are working with a number of inspiring organizations to make an impact in spaces around coastal restoration and conservation, reducing plastics and climate change, which tie back to priorities outlined by the UN Decade on Restoration.

Building a Blueprint for Sustainable Sports Partnerships

Companies are able to create key campaigns and activation points that truly make a difference by implementing these partnerships. Through the work of brands like Pura Vida, the WSL and good people like Brisa Hennessy, awareness is brought to issues like the ecosystem and positive changes occur.

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College Basketball is Back

Posted on November 13, 2022March 19, 2025 by Athelo Group

By Samson Wolpov

Athelo Group

With the 2022-23 college basketball season tipping off on Monday, there will be non-stop action from now until April 3rd when the season will culminate with the national championship at NRG Stadium in Houston, Texas. This past off-season was one of the wildest ones in recent history which was headlined by historic coach, Mike Krzyzewski, retiring from his head coaching position with the Duke Blue Devils. From coaching and player changes to NIL updates, we will take a deep dive into the upcoming season and give my predictions as to what to expect for the 2022-23 season.

The most eye-catching news was when legendary coach Mike Krzyzewski retired after a 42-year tenure with Duke. Here, Coach K became the winningest coach in college basketball history as he won 1,202 games along with five national championships, thirteen final four appearances, 101 NCAA tournament wins, and many more. After his retirement, Duke promoted assistant coach Jon Scheyer to its head coach position in hopes that he will fill the giant shoes Coach K left behind him. Having almost the entirety of the team’s production leave is not the best start for a new coach, but if there is any team that will reload talent, it is this Duke team. With not much surprise, Duke managed to land three five-star players in the 2023 recruiting class to fill in those voids but having three freshman starters is never good. Starting point guard, Jeremy Roach, is going to be the most important player for this Blue Devil squad as he will be the glue that will hold everyone in place. He will need to lead by example and show these young players how to handle the pressure that is playing in the ACC.

Staying within the ACC, the University of North Carolina (UNC) is returning all five starters. Last year, they made an improbable run and finished runner-up in the NCAA March Madness tournament after having a disappointing regular season. Returning five starters, especially with the skill set those players have, is unheard of and as a result of this, UNC is seen as the betting favorite on many platforms. While returning to the national championship is a tall task for any team, if there is any squad to do so, it’s this UNC team. Having two stellar ball handlers in RJ Davis and Caleb Love and a dominant big man in Armando Bacot, this team has the opportunity to be special. Having experienced players in college basketball is a commodity that is often overlooked as the pressure that is felt within the tournament is unlike anything else. Not only will these players be beneficial on the court, off the court, they are used as mentors for the younger players to help them deal with the spotlight.

Now looking at arguably the best conference in all of college basketball, the Big 10 is looking to flip the narrative after a disappointing 2021-2022 season. The most memorable story from last year was not the rise of new talent or the dominance of Kofi Cockburn, it was the fight between Juwan Howard, head coach for Michigan, and Greg Gard, assistant coach for Wisconsin, after a game between the two teams in February. After a controversial move at the end of the game, Howard attempted to walk past Gard without shaking his hand. As a result, the two stopped to exchange words and ultimately, Howard threw a punch at Gard. With the PR being a mess, the on-court performances didn’t help at all as nine Big Ten teams made the tournament last year, with only two teams making it past the second weekend and none beyond that. Last month, legendary coach Jim Boeheim said the conference “sucked” during March Madness. Tall words for a coach whose conference has not had a winning record against the Big Ten during their annual cross-conference matchups since 2009. With the Big 10 looking for vengeance, these two teams are hoping to put the conference back on the map: Indiana and Illinois.

The Indiana Hoosiers are basketball royalty. At one point, they were the team to be scared of with Bobby Knight at the helm, but as of recently, they have been the punching bag of the conference and have not made a deep postseason run in 20 years. Now, with all major starters returning, they could return to their dominance and make that deep postseason run every fan is dreaming of. As I mentioned earlier, having experienced players is essential if you want to have success come playoff time, and Indiana has nothing short of that. Key big men, Trayce Jackson Davis and Race Thompson are returning along with starting 5th-year point guard Xavier Johnson giving it one last shot. A combination of veterans and promising freshmen could be the recipe for success, but only time will tell. Indiana has one of the toughest schedules in recent memory as they have to go against the bluebloods such as Kansas, Arizona, and UNC. While these games may seem daunting for Indiana fans, this passionate fanbase should be excited to watch its experienced roster go to work.

After losing several key players to the draft and transfer portal, the Illini have some big shoes to fill. With that being said, Coach Underwood did a great job in the transfer portal and landed two big-time players: Terrance Shannon Jr. and Michael Mayer. After barely getting past 13-seed Chattanooga, Illinois eventually lost to Houston in yet another disappointing March Madness campaign. This Illinois team has yet to get past the second round of the tournament since their improbable 2005 run when the team made it to the national championship. Despite all this negativity, Underwood has turned this program around and is looking to make his mark on the basketball world this year after reloading on talent. Not only did he manage to recruit two of the biggest names in the transfer portal, but he also landed one of the top recruits in the 2023 class in Skyy Clarke. Only 2 out of the 5 projected starters on this year’s team were on the team last year so there are many unfamiliar faces, but a clean slate could be what Illinois needs. Illinois never has an easy schedule as they are in the Big 10, but their non-conference schedule is what takes it up a notch. They get a tough matchup against UCLA and will then face either Baylor or Virginia, two powerhouse organizations. This non-conference play continues as they go to face the Syracuse Orange in the annual ACC/Big Ten matchup. While their schedule may seem tough, Fighting Illini fans should be excited as this team has a ton of experience, depth, and talent.

On the court, there is a lot to look forward to, but off the court, the most impactful decision happened that changed the college basketball landscape for the better. For years, there have been many conversations surrounding the fact of whether or not college athletes should be paid. In July of 2021, these conversations were put to rest as it became legal for NCAA athletes to profit from their Name, Image, and Likeness, better known as NIL. Athletes did not skip a beat once this became legal and many signed with agencies or pursued sponsorships on their own. With NIL becoming legal, this allowed many athletes to stay at college and pursue their degrees while also making some serious money on the side. College basketball is unique as they have a one-and-done rule where players with high potential can leave after their freshman year and enter the NBA draft. While players are still able to do so, the pressure of getting to the NBA as soon as possible has decreased as now athletes can make money while at school. Former Illinois center Kofi Cockburn had this to say about the introduction of NIL, “you are able to get money. And, not leaving college, I think it’s a huge factor because kids can take their time in the process. They are not rushed to go to the NBA. I feel like kids could reflect on that and say, ‘Oh yeah, let’s stay in college.’ Some kids might want to get a degree.”

With that being said, that is exactly what Gonzaga Star Drew Timme did. With the introduction of NIL, Timme decided to stay at Gonzaga for a final year. Timme signed a NIL deal with Dollar Shave Club after the brand became the official razor of NCAA and March Madness. While the specifications of the deal were not announced, it is reasonable to assume that he will make a pretty penny promoting their products. Additionally, after a historic run to the NCAA Championship, UNC star player, Armando Bacot, completely declined the pre-draft process and opted to stay one more year with the Tar Heels. Bacot was seen as a first round draft pick but decided that the NIL opportunities were worth more. He had this to say about his decision, “I get a chance to get better, get my degree, be around all my friends, and then also make some money.” For a while, there has been much scrutiny regarding the “one-and-done” rule, a rule in which college basketball players are able to forgo their college eligibility and enter the NBA draft after their freshman year. In instances, highly ranked freshmen would enter the draft at 18 years old because the monetary benefits outweigh a degree. Not only do these players have a degree to their name, they will have the ability to grow on the court and continue to develop. Teams will be able to have experienced players year after year and not have to rebuild. With the implementation of NIL, the narrative might have been switched for better and players and teams are already reaping the benefits of staying put. Athletes are now more encouraged to pursue a degree while simultaneously earning hundreds of thousands of dollars. Anthony Hamitlon Jr., guard on Chicago State, is earning $400,000 after he signed 11 NIL brand deals.

With the off-court and on-court updates covered, we have reached the moment we all have been waiting for: my conference and championship predictions. I am going to focus on the Big Ten and ACC for my predictions, along with who I believe will win the NCAA Championship. With that being said, I strongly believe that Indiana and UNC will come out on top in their respective conferences, as they both have the most experience in their conferences. Despite not mentioning this team once, I believe the Houston Cougars will win the NCAA tournament this year. While this may seem like a surprise to some readers, this cougar team has a ton of experience with Marcus Sasser and Jamal Shead, and a promising young freshman who will fill the big man role for the team. Along with these players, their head coach Ralph Sampson is a defensive mastermind and has consistently led this team to deep runs based on their overwhelming defense and impressive shot-making. Fans have a ton to look forward to this upcoming 2022-23 college basketball season from a talent standpoint but also a competitive standpoint. Who are you rooting for to be the last team standing?

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The Mentality of a Boxer

Posted on November 4, 2022November 12, 2025 by Athelo Group

By Clair Baker

Athelo Group

Boxing is a sport that takes more than physical ability; it is a mental game. The psychology of boxing takes a toll on the body and mind. In the ring, one of the most important tools a boxer can wield is having a strong mind. Similar to preparing for the ring, mental preparation can make just as much of an impact during a fight.

The Mind-Game Behind Boxing

Mental training is an important part of any athlete’s journey and can provide the tools to break through mental and physical barriers. This aids in the ability to bounce back quicker in difficult situations or during setbacks. The mind is an integral part of boxing and training your mental health as well as your physical, can take your boxing to the next level.

Training your mind through visualization, self-talk, dealing with pressure, goal setting, and confidence building are all things that give boxers an advantage in the ring. Boxers that have these skills and training can help their performance and recovery time for the next practice or fight.

Both the physical and mental side of boxing can also be beneficial to those suffering from depression. Training or fighting, boxing raises endorphins, also known as “happy hormones”, that have a positive effect on the mind. In addition, having a training routine and a group of people to train with can give someone suffering from mental health a sense of belonging and a community of people who will support them in their journey.

Boxing psychology gives athletes a great advantage when it comes to boxing and in their everyday lives. This psychology is known as the fight mentality.

Building Confidence, Resilience & Growth Mindset

Developing this mentality is one that is beneficial in ways of building confidence, resiliency, and having a growth mindset. Resilient fighters have immense motivation and refuse to let negative outcomes or situations hold them back. It is an important skill for a boxer to develop in the face of adversity and to build on it when moving from fight to fight. Getting too caught up in a singular mishap, whether in training or a fight, can have negative effects moving forward in your journey.

Being confident holds a lot of weight in the ring, but don’t let confidence be confused with hubris. It is anyone’s game when you get into the ring and those with tenacity and a belief in themselves can have the upper hand in a fight. However, the outcome of a fight does not determine who a fighter is as a human being. Taking all of your learnings from training and using them in your everyday life can determine what kind of boxer you are. Fighters know their capabilities and as long as confidence doesn’t turn to hubris, these capabilities do not let fear or others keep them from reaching their goals.

Lastly, boxers need to have a growth mindset; arguably one of the most important characteristics. This goes beyond resilience and confidence. Having a growth mindset is about viewing your training and life through the lens of a student. No matter your physical or mental abilities or even how many awards you have, there are always more things to learn.

Learning from every experience, good or bad, can make all the difference when another fight comes. Great athletes do not stop at success but strive to reach past that. Athelo Group Athlete and professional boxer, Evan Holyfield, has this growth mindset mentality.

In a recent interview, he commented, “As long as you’re working your hardest and you don’t quit, there’s no such thing as losing.”

Considering failure as a win is an important aspect of having a growth mindset as lessons learned, like strengths and weaknesses, give a boxer the ability to propel them forward in their career and life.

We Can All Use the Boxer’s Mindset in Everyday Life

All in all, the mentality of a boxer goes beyond what happens during a fight and in training. Confidence, resilience, and a growth mindset all play a significant role in the psychology of boxing. It is a mental game and whether a boxer is facing their opponent or living their day-to-day life, mental training and a fight mentality are important to making an athlete successful, but also striving for more.

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Social Media’s Influence on UFC Athletes

Posted on November 1, 2022August 4, 2026 by Athelo Group

By Devin Kelley

Athelo Group

The UFC is the leading presence in the modern MMA world and has revolutionized the sport by creating a market for fighting and making it popular across the world. As recently as a decade ago, MMA was still seen by those unfamiliar with the sport as an underground activity. The UFC has influenced the combat sport more than any other company as it set the rules and standards for other MMA leagues. As a result of the UFC’s success, MMA is one of the fastest-growing sports worldwide. One of the keys to the sport’s success has to do with the fighter’s ability to use social media as an asset to connect with their fans and share their personality and life outside of the octagon.

Individual Opportunities

Unlike many other major sports, UFC differs for the athlete as it is a completely individual sport. Showcasing their personalities is key for athletes to build a following and popularity, and social media platforms have afforded them the ability to communicate their true and authentic selves to the world. Because the athletes are not surrounded by a team to build their brand up, they are forced to take the initiative to create their own brand – which in turn, provides endless opportunities and creativity when it comes to delivering their message. This also makes the sponsorship and partnership aspect of this industry so unique in the way that athletes must prove their value through their social media accounts. Without the ability to attach themselves to a team account, they are reliant on themselves alone to highlight their achievements and create their own community.

Broadening Audiences

The UFC knows people are consuming sports content across a variety of traditional and social media, so they have actively worked to show up through constantly evolving media platforms, using social media to their advantage to put their athletes on the map with existing and new fans. The league grew its social feed through a partnership with Snapchat back in 2020 with goal of targeting a younger audience. The UFC’s digital footprint has since branched out to news platforms like TikTok, focusing their efforts on promoting the sport and the athletes as they look for new ways to work more closely with the athletes, delivering higher quality content.

Harnessing Attention for Profit

The big names from the UFC that come to mind include the likes of Conor McGregor, Israel Adesanya, and up-and-comer, Sean O’Malley, but not just for their greatness in the ring. These athletes are also well-known for what they’re posting on social media, drawing in an audience that spans beyond the UFC fans. McGregor specifically was very successful in his use of social media, drawing hype for his fights that translated into heavily viewed programming. Now retired, McGregor is still reaping the benefits of the social media presence he created when he was at the pinnacle of his career. With 46 million followers on Instagram, he touts a highly valuable account, garnering the attention of major brands to this day, despite his retired athlete status. McGregor has been able to use that following to his own personal advantage, developing and promoting his own whiskey brand, Proper Whiskey, to his millions of followers on social.

Talent on the Rise

With the power that social media holds, athletes are finding new ways to grow their platforms now more than ever. “Sugar” Sean O’Malley has gained a lot of popularity recently through his activity on social media. By design, O’Malley is doing a lot outside of fighting for the UFC and it’s why he’s already one of the top stars in the league, despite the fact that he has yet to even crack the top 10 of his division. Just recently before his fight in October against Petr Yan, O’Malley took to Twitter both as a form of instigation for his opponent, but more importantly, a conversation starter for fans of the sport and general audiences alike: “I’ll be surprised if I get hit once.” Almost immediately hundreds of responses flooded in. In a world where, increasingly, engagement is king, O’Malley is thriving. He has 2.4 million followers on Instagram which is more than all but two of the UFC’s current champions. As he continues to rise in the sport, his athletic prowess coupled with his high engagement on social will propel him to convert this social success to profit.

By utilizing social media to their advantage, fighters are not only able to create diversified income sources outside of the UFC, but also help continue to grow the sport beyond its current following. These platforms allow them to connect with fans and new audiences in a way they haven’t previously been able to, allowing rising stars the ability to surpass their better-known predecessors when it comes to engagement and notoriety, even at the brink of their careers.

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Qatar to Set Records: 2022 FIFA World Cup

Posted on October 24, 2022August 4, 2026 by Athelo Group

By Samson Wolpov

Athelo Group

For the first time since 2018, countries from all over the world will come together and unite to watch one sporting event: the 2022 FIFA World Cup. Starting on November 21st, 32 national teams will compete with the hope of hoisting up the World Cup, the gold trophy that is awarded to the winners of the tournament. Hosted in Qatar, this is the first time the tournament will be held in the Northern Hemisphere. They are hosting this tournament during their winter due to the summer time in Qatar becoming so overwhelmingly hot that it could have become a safety concern for players and attendees. On top of that, this is the first time that the World Cup will be hosted “in-season” as all leagues around the world are in the midst of their own season and will now be forced to take a break from competitions to allow players to compete. This World Cup will break down a lot of barriers and set a new standard for future tournaments to follow in terms of the venues, activations, and sponsorships that are incorporated into the month-long competition.

Recently, Saudi Arabian countries have been known for having lucrative amounts of money invested in different sporting events around the world. The PIF, Saudi Arabian Public Investment Fund, has backed the Premier League club Newcastle and the newly formed Golf league, LIV Golf. The Middle East is no stranger to spending money on sports, but Qatar has taken this to the next level. It is being reported that Qatar is spending a whopping $200 billion on various infrastructure projects that include stadiums, highways, and hotels. In response, football expert Kristiyan said, “Although Qatar is known for being one of the wealthiest countries in the region, no one expected it to spend that much money.” In comparison, in 2018 when Russia held the World Cup, they spent $14.2 billion; a significant difference when looking at Qatar’s spending, but this was not without cause. Qatar built seven brand new stadiums to host all games in their country, but the infrastructure alone is not the only record-setting number at play. It is being reported that the World Cup has a total prize money pool worth roughly $440 million. The winners will receive $42 million, a $4 million difference from 2018’s world cup when France received $38 million. The prize money alone amounts to over a quarter of FIFA’s budgeted investment for the event. FIFA and Qatar are not the only people shelling out large sums of money; companies around the world want to get involved in this global competition and do so by sponsoring the event in different capacities.

With the FIFA World Cup being a global tournament, it holds unique aspects that not many other tournaments or leagues have. With 32 different countries coming together, sponsoring this event is a privilege for companies. They have the ability now to reach so many different consumers from all over and bring awareness to their brand on a global scale. These companies are now not only able to increase their brand equity, but also create brand loyalty and cement themselves in the lives of the consumers. To do that, however, takes a large investment. For example, India’s largest Ed-tech company, Byju’s, has become the first Indian official sponsor of the FIFA World Cup after paying approximately $30-$40 million. While this is a first for Byju and Indian-based companies, certain companies like Budweiser have a long-standing relationship with FIFA World Cup and has been the official beer sponsor for the last 25 years. Additionally, companies such as Hisense, Vivo, Mcdonalds, and Crpyto.com, have all become official sponsors for the FIFA World Cup starting on November 21st.

On the consumer side of things, FIFA and Qatar have been working hand-in-hand to plan and construct different fan entertainment zones and activations. Throughout this event, there will be six different activation sites: Official Fan Fest – Al Biddah Park, The Corniche, Lusail Boulevard, 974 Beach Club, Arcadia Spectacular, and ARAVIA. The most notable of these is the fan fest at Al Biddah Park as it is reportedly the largest fan fest in 2022 and is relatively new as it was finished in 2018. At this park, fans will be able to purchase food and drinks, enjoy different entertainment, and tune into the matches. While it is important for Qatar to be able to hold this event in their country, it is even more important to be able to put on a show for these fans and encourage them to come back in the future. At this time of the year, Qatar will be a tourist hot spot and it is important to be able to show these fans the beauty of the country and the fun and memories that will come along with it.

Off the pitch, Qatar and helping parties have got everything figured out, but on the pitch, there is everything to play for. As the reigning champs, France has the second-best odds of +600 (6/1), according to PointsBet. After coming off a heartbreaking loss in the UEFA Euro tournament in 2020 to Switzerland, France has all the makings to become back-to-back World Cup champs but they have a red-hot Brazil team in their way. Brazil’s last loss came a little more than a year ago as they lost to Argentina in the Copa America tournament. This Brazilian team has vengeance on their mind as they have to make up for their quarter-final loss in the 2018 World Cup and the 7-1 thrashing they endured in the 2014 World Cup. Now for the hometown team, the US team is looking to make some noise after missing out on the 2018 World Cup in a disappointing fashion. While the US squad does not stack up to the other European teams, they have a lot to look forward to in the future as the average age of the squad is 24 years old. While the odds certainly favor Brazil and France, this tournament is truly anyone’s to win.

With Qatar getting ready to host the 22nd-ever World Cup, companies and fans around the world cannot wait to get in on the action. From fan zones and entertainment hubs to sponsorships and partnerships, the World Cup is truly one of the most unique and special tournaments that sports have to offer. With November 21st right around the corner, we will see who will be crowned champion of the world.

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The Popularity and Community of Skateboarding

Posted on October 14, 2022March 19, 2025 by Athelo Group

By Clair Baker

Athelo Group

Skateboarding has become incredibly popular, with over 85 million skateboarders internationally, about 10 million of which are from the United States. Los Angeles is considered to be the most famous city for street skating because it is where street skating began. Not only does LA have iconic street skating spots and schoolyards, but it’s also home to a lot of top professional street skaters such as Paul Rodrigez, Chris Cole, and Torey Pudwill.

Skateboarding growth has led to the sport becoming an inclusive niche world, allowing skaters to turn what was once considered a hobby into a legitimate career with a market value that is said to reach $323.6 million by 2025. The concept of skateboarding was brought about by surfers who wanted the opportunity to continue training when the waves weren’t ideal. Growing in popularity, skateboarding peaked around 1963 before it crashed just two years later in 1965.

To overcome this “crash” there were major developments that re-established skateboarding. For example, in 1995, the X Games by ESPN launched and it was the first major event to bring together extreme sports to crown the best in street skateboarding and vert skateboarding; producing some of skateboarding’s first true celebrities whose names became globally recognizable thanks to sponsorships and partnerships. However, what truly brought skateboarding back to the public eye was the popularity of video games in the late 1990s and early 2000s. The original Tony Hawk Pro Skater game that was released in 1999, for example, had high reviews and multiple sequels, each with a classic soundtrack, helping to launch the sport to new levels amongst the youth.

In addition, another development that propelled skateboarding across the world was the accessibility of content on a global scale. As YouTube grew, so did skateboarding video content and the opportunities to watch clips while at the skatepark to learn new moves or film your moves and upload them for the world to see launched skateboarding into a global phenomenon. As a strong niche sport with a continued rise in popularity, skateboard content creators had a reliable platform for growth, recognition, and thrillseekers all over the internet.

Internet and video game culture did aid in the growth of skateboarding, but the true culture has been built in the community within these skateparks. As a challenging sport that has brought strangers from all over the world together, to most, it’s more than just a sport, but a way of life. Through skating, you’ll meet people of all ages, ethnicity, and social statuses.

The skatepark is where differences are all welcome and everyone considers themselves a part of one community. Bringing people together regardless of skill or experience, skating is a sport that gives people a sense of belonging and inclusion. This can be said for competitions as well. Though they may be competing against one another, an inclusive and accepting culture is built among these skaters, no matter their background, who are all there contributing to the community of skateboarding.

Because skateboarding is so welcoming, it gives skaters a way to express themselves. Whether it be the way their boards are designed or what kind of tricks they display at the park and in competitions, skateboarding is fed by self-expression that invites the support of other skaters or non-skaters – all contributing to the diverse culture of skateboarding. At the skatepark, everyone has a mindset or goal to learn something new and create relationships with those who are trying to do the same. There will always be someone there to help you in your journey and you have the opportunity to do the same for someone else.

As well as a form of self-expression, it is also beneficial to those struggling with anxiety. Skaters need to take care of their bodies and mind to overcome the hurdles that come their way that can mirror the hurdles in their everyday lives. Through regular practice, skateboarding brings long-term physical, psychological and social benefits. The fear factor, and being able to confront it, give skaters a sense of control; control over inner thoughts and fears benefits those who overthink or struggle with anxiety through focus and dedication.

Skateboarding allows you to put aside your ‘this is impossible’ thoughts and fears to make you believe it is possible. The way you learn tricks and how to execute them, little by little, chips away at that fear. Creativity powers skateboarding and it is all about testing new and different ways to have fun on your board while also learning techniques. Similar to other variations of art, skateboarding allows you to disconnect from stress and express your inner thoughts. Through community, culture, self-expression, and entertainment, skateboarding has created a world of opportunities for people to move out of their comfort zones and connect with those around them who are trying to do the same.

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Major League Pickleball Continues to Turn Heads

Posted on October 7, 2022August 4, 2026 by Athelo Group

By Devin Kelley

Athelo Group

Fun fact: There are over 4.8 million pickleball players in the U.S with a growth rate of 39.3% over the past two years. It is the fastest-growing sport in the U.S. for a second straight year, as noted by the Sports & Fitness Industry Association.

For many people, this sport is appearing more and more throughout their everyday life; on social media, in the news, and on television. Just recently, NBA stars made headline news for their newest business venture. LeBron James, Draymond Green, and Kevin Love are part of a group buying a Major League Pickleball team. These players are making the bet that pickleball will continue to become a household name for everyone in the future as the sport gains popularity across America. The Major League Pickleball, MLP, aims to grow pickleball to 40 million players by 2030 and recently announced that the league is expanding from 12 to 16 teams. This shows why the sport is growing so rapidly on a competitive level, as well. These NBA stars join a list of notable members who already own MLP teams like NFL champion Drew Brees, entrepreneur Gary Vaynerchuk, and Milwaukee Bucks owner Marc Lasry.

Pickleball is a court sport played on a badminton-size court with the net set to a height of 34 inches at the center. It is played with a perforated plastic ball and composite or wooden paddles. It can be played indoors or outdoors and is easy for beginners to learn, but can develop into a fast-paced, competitive game for experienced players. In addition, the game has developed a passionate following due to its friendly, social nature, and its multi-generational appeal.

Major League Pickleball is the elite pickleball league showcasing the world’s best professional pickleball players in a unique mixed-gender team format. The league plans to have all its players compete in six tournaments across the country with a prize purse of more than 2 million dollars in 2023. Currently, the world’s best players earn around $200,000 annually through prize money, sponsorships, and other revenue streams. Pickleball has evolved from a niche sport to a national sensation and the sport continues to receive national attention from both professional and recreational leagues.

As the sport continues to grow as a whole and the MLP gains more fans, there will be more opportunities for brands and companies to get involved and find ways to sponsor the athletes and events. The first season of the MLP began in November of 2021 and the list of sponsors from the first season is impressive, it includes DUPR, Ranch Rider, Richards’ Rainwater (Official Water and Sparkling Water of MLP), Michelob ULTRA (Official Beer of MLP), Paddletek, Franklin (Official Ball of MLP), ProXR, Recess Pickleball, Medicileaf (Official CBD of MLP), CLEAN CAUSE, Varsity Pickle, Vuori (Official Apparel of MLP), StretchLab, Kendra Scott, and Civile Apparel. These sponsors all contribute to growing the sport in different ways by investing their time, money, and effort. As time goes on, more companies will find ways to create mutually beneficial partnerships for themselves and the pickleball world. The final tournament of this year’s pickleball season is coming up on October 14th in Columbus, Ohio. For this year, $100,000 will be awarded to the winning team, the largest prize money in pickleball history. These 3-day events are broadcasted on the CBS Sports Network as well as MLP’s own YouTube and Facebook channels.

One of MLP’s newest sponsors is Skechers. Skechers signed two of pickleball’s top players as brand ambassadors ahead of the 2022 championship tournament. USA Pickleball and MLP have also entered into multi-year partnerships that make Skechers the official footwear company of each organization. Skechers created an all-new sneaker called the Viper Court pickleball shoe which was met with an overwhelmingly positive response. People are clearly excited to play in Skechers’ new signature shoes and that is one of the reasons they are fully committed to this fun and exciting sport. Skechers President, Michael Greenberg, stated ”We look forward to helping promote and grow the sport together, and along with it, this new pillar in our business.” It will be interesting to see how the MLP grows from season to season as more companies, brands, and investors put their money into the game.

If you are looking to join in on the sensation sweeping the world and try playing pickleball, the U.S. currently has about 10,000 places to play. USA Pickleball compiles the most up-to-date list of places to play on a new dedicated website: places2play.org. This list continues to grow by several dozen every month so I’m sure very soon a court will be popping up at a park near you.

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New and Upcoming Jersey Sponsorships

Posted on October 3, 2022November 12, 2025 by Athelo Group

By Samson Wolpov

Athelo Group

After the hardships that COVID-19 brought to professional sports, league executives were forced to think outside of the box and produce new ways to generate revenue. Following the example led by soccer, executives across three of the core four professional US sports leagues have taken advantage of a mutually beneficial opportunity: corporate jersey sponsorships. In 2017, the NBA announced a three-year program that saw the incorporation of corporate logos on jerseys throughout the league. At the time, the NBA was the only one of the four major US sports leagues to launch this program, but just last year, the NHL decided it was time to take advantage of this revenue-generating opportunity and include corporate logos on their helmets and jerseys. Most recently, the MLB announced an initiative that will see the placement of corporate logos on either sleeve during the 2023 season.

The Rise of Jersey Patch Sponsorships in U.S. Pro Sports

With the NBA seen as veterans in this space, teams around the league are starting to look at different options regarding jersey sponsorships. Most recently, the Chicago Bulls signed a new multi-year contract with technology hardware company Motorola. Previously, the Bulls had formed a partnership with Zenni Optical, but once the three-year partnership expired, the Bulls wanted to bring in a company close to home. The Chicago-based technology company is now the exclusive smartphone manufacturer of the Bulls and is able to place digital assets throughout the organization. The Chicago Bulls president had this to say about the new partnership: “It is exciting to see us take this significant step into a new, expanded partnership that will have local, national, and global reach.” These two organizations not only share a common location but also a passion for bringing consumers together through various experiences such as different marketing activations and community initiatives that involve fans beyond the streets of Chicago.

How Teams Are Monetizing Patches

When the idea of implementing sponsored jersey patches was first mentioned, NBA commissioner, Adam Silver, projected that this initiative would generate $100 million in revenue for the 30 teams. Approximately five years later, it is being reported that the patches are now projected to bring in $225 million – more than double the initial estimate. Major market teams such as the Golden State Warriors or Los Angeles Lakers are charging nearly $20 million per year for their patch deals with global companies such as Rakuten and Bibigo. Additionally, non-major market teams such as the Sacramento Kings or Portland Trailblazers were able to double the rates of what a jersey patch may cost from the original $3-5 million range after the program was seen as impactful and mutually beneficial. While the monetary incentives are not the sole reason for teams to partake in this initiative, it gives some motivation for teams to reach new heights and continue to grow their brand.

Approved last month by the league’s board of governors, NHL teams are now able to discuss with any corporate company regarding jersey patch logos. Most recently, the Boston Bruins have signed their official jersey sponsor with a company right in their backyard. Rapid7, a cybersecurity company whose headquarters are next to TD Garden, home of the Bruins, has become the first jersey sponsor in the team’s history. The deal is estimated to be a 5-year deal worth $30 million. Over in Canada, the Toronto Mapleleafs have inked a deal with the Dairy Farmers of Ontario (DFO) to become their official jersey sponsor. This deal is more than just a revenue stream but a way to develop a partnership to support healthy living and access to the sport for players and fans around the world. Additionally, DFO has pledged to provide 5,000 tickets to games to community youth groups around the Toronto area. This is a great example of ways that these partnerships are more than just in-game signage, but a way to connect with fans and create meaningful relationships with them.

This is an exciting time for the NHL as now 16 out of 32 teams have official jersey sponsors. While this is only the start for jersey sponsorships in the NHL, the hope is for them to generate revenue for teams while creating long-term relationships with communities and fans through various initiatives similar to the Maple Leafs x DFO partnership.

The MLB is no stranger to this category of partnership as they have experimented with jersey patches on the sleeves during international games. For example, in 2019, the Boston Red Sox included the pain relief company, BioFreeze, on their sleeve during their game in London. During this year’s All-Star break, team marketers throughout the league met in Los Angeles to discuss the implementation of jersey patches for the first time in the states. While there has been only one concrete sponsorship deal made public in which the San Diego Padres and Motorola agreed to a 4-year $9 million deal, Mass Mutual has an informal agreement in place with the Boston Red Sox to become their official jersey sponsor. There will be more teams to join them as the San Francisco Giants have signed agency giant, WME, to facilitate a deal for them.

When Will the NFL Follow the Patch Trend?

Providing a new asset for sponsors to capitalize on has resulted in successful patch sponsorship programs across these three leagues, proving a successful revenue stream for teams and a highly visible location for brands to advertise and generate brand awareness. We expect to see more and more of these partnerships forging as the leagues continue to grow and expand in this space, building upon existing relationships or allowing new companies to take part in sports sponsorships. The biggest question outstanding at this point is: when is the NFL going to follow suit?

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WSL Finals 2022: Key Takeaways

Posted on September 19, 2022March 19, 2025 by Athelo Group

By Devin Kelley

Athelo Group

The 2022 Rip Curl WSL Finals took place last week, showcasing the greatest talent in the world. For months, the world’s best surfers have been competing around the globe, fighting for a chance to finish with the #1 title. 36 men and 18 women competed in 10 regular-season WSL events as part of the 2022 season. Of these 54 participants, only 5 men and 5 women made it to the finals at Lower Trestles in San Clemente, California.

Key Takeaways:

The time for women is now: Stephanie Gilmore’s unprecedented performance shows the world anything is possible. A former world champion, she entered the Championship day in 5th place before going on to beat the four surfers ranked ahead of her. Gilmore went on a miraculous run, winning her 8th WSL championship. With that win, she broke the record for women’s world title count that stood since 2006. Gilmore showed emphatically that she remains one of the best on tour in front of the thousands of fans who came to watch these surfers compete – many of which were female, highlighting the significant growth this sport has seen on the women’s side of the competition. On the topic of progress, Gilmore commented, “I’m just so proud of the women in surfing. These positive changes that have happened, that is from the hard work and perseverance of the women before us.”

Activating with purpose: As the presenting sponsor, Rip Curl leaned heavily into their upcycled wetsuit program during this time in content, on-site activation, and more. Rip Curl partnered with TerraCycle on a wetsuit take-back program that promotes sustainability by creating supply chains for recycling hard-to-recycle items like wetsuits. The Rip Curl Wetsuit Free Recycling Program is currently available in Australia and New Zealand and plans on expanding to more regions soon. Rip Curl used this opportunity to show their love for sustainability and the environment. Through the power of this partnership, around 4 tonnes of wetsuits have been diverted from landfill in Australia. The success at this year’s WSL Finals for Rip Curl will continue to inspire others to discover unique, organic ways to activate their brand’s assets. Popularity at events like the WSL Finals allows for sponsors to get involved on the ground and take advantage of all the opportunities that presents.

It takes a village: The city of San Clemente has a long-standing relationship with the surf community and it certainly was on display far and wide from coffee shops, bars, and the beach itself. The whole community was buzzing with excitement and anticipation leading up to the finals. Local shops were swept with business from all of the foot traffic coming through the town. With help from the San Clemente and Lower Trestles community, everything came together to create the perfect experience for all those in attendance at the WSL finals. The WSL even partnered with artist Erik Abel to create the custom jerseys worn during the competition, personally designed to each represent a different aspect of Lower Trestles. Most notably, the orange jerseys were designed with the iconic Trestles cobblestones. All of this worked to bring success to, and showcase the beauty of, San Clemente’s little surf mecca.

The tide is shifting, but not completely: At 34 years old, Stephanie Gilmore became the winningest female surfer of all time. The future for both the men and women is bright with a young influx of talent being led by the likes of 22-year-old Brisa Hennesy who made her WSL Finals Debut. While Stephanie Gilmore is ranked #1 in the world again, the competition will be hungry for a comeback next season. Some of the rising talents Gilmore has her eyes on are Bettylou Sakura Johnson, Gabriela Bryan, and Luana Silva. On the men’s side, Filipe Toledo went into the finals ranked the #1 seed, beating fellow Brazilian Italo Ferreira in two consecutive heats after Ferreira had to climb his way up as the No. 4 seed. Toledo’s first WSL championship title did not come unexpectedly as he had a stellar year leading up to this final win.

An open runway for brands: While the sport continues to reach new audiences with its incredible growth year over year, the opportunity for brands to come in and activate incredible and unique ways is ripe for the taking. Surfing is one of the fastest-growing sports. Growing exponentially at 12% per year, the current surfing population is estimated at approximately 23 million participants. With the continuing elevation of surfing as a whole, brands and companies are looking for ways to get involved to speak to this rapidly developing audience. The WSL recently renewed their global partnership with Corona, as the Official Beer Partner of the WSL Championship Tour for the next three years, highlighting the value this brand continues to see with this growing sport. Through their partnership, Corona has had the opportunity to showcase some of their CSR efforts, working together to protect the ocean from pollution. The quick growth of the sport as a whole inherently creates more opportunities for companies to also get involved. Last year’s WSL Finals were a hit with surf fans, achieving 6.8 million live stream views and over 11.3 million fans engaging with video content. With the continuing popularity of surfing and the WSL, more and more brands will look to be a part of it for years to come.

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What to Look Forward to: 2022 NFL Season

Posted on September 12, 2022March 19, 2025 by Athelo Group

By Samson Wolpov

Athelo Group

The 2022 NFL season is officially underway, with the reigning Super Bowl champions, the Los Angeles Rams, suffering a major loss to the Buffalo Bills during the Thursday night season kick-off game. This season will look a little different though, from partnership activity to new rules, and everything in between.

All is Fair in Football and Overtime

Major rule changes don’t often come along without a catalyst, and one of this year’s shifts sparked from a prior Bills’ game. The 2021 AFC Divisional round matchup between the Chiefs and Bills was one for the ages. In a duel between two of the bright young quarterbacks in the league, Patrick Mahomes and Josh Allen, the two teams played an instant classic that sparked major controversy for days to come. At the time, the overtime rules indicated that one team would pick heads or tails, and whoever won the toss had the opportunity to end the game on the first possession. Unfortunately for the Bills, Patrick Mahomes and the Chiefs won the coin toss and did just that. Players and fans voiced their dislike for the rules at the time, and once the 2022 season concluded, the NFL was forced to have a conversation about how to improve the game.

On March 29th, 2022, the NFL and all the team owners met in Palm Beach, Florida in order to discuss rules changes that ownership proposed to executives within the NFL. The first order of business that was suggested by the Indianapolis Colts and Philadelphia Eagles, was to fix the overtime rules. This change amends rule 16, which now allows both teams an opportunity to possess the ball in overtime, specifically in the postseason. These owners believe that in a do-or-die situation, both teams should have the opportunity to possess the ball and have the chance to score and put their organization into the next round. This news was bittersweet for the Bills organization and fans as they wished this rule change was implemented before their heartbreaking loss, but on the other hand, this rule change allows this to never happen to another team again.

The Setup Zone

In an effort to provide more excitement and competition in the game, a second rule change involves the kick-off setup and where players can line up. While this rule doesn’t carry the same magnitude of the postseason overtime adjustment, this rule states that until the ball is kicked, all players must be behind the restraining line. Additionally, between 8-9 players have to be positioned in a place between their restraining line and 15 yards behind their restraining line. This new rule was implemented in 2021 and has now been made permanent for the 2022 season and beyond. For coaches and other personnel, this will adjustment will allow them to strategize differently.

International Expansion

In a move that focuses on the growth and development of the league itself, the NFL announced last year that 18 teams would be granted access to 26 International Home Marketing Areas (IHMA) across eight different countries. This has allowed clubs to access international segments for marketing, fan engagement, and commercialization initiatives, which have started to take effect for this season. This move is part of a long-term goal to enable clubs to continue to build their global brands while also exposing consumers around the world to the sport of football, specifically the NFL. Executive Vice President, Chief Strategy and Growth Officer, Christopher Halpin, explains that this initiative enables NFL teams to curate meaningful relationships with fans abroad while driving fan growth and awareness of the league.

As an example, in order to grow their team’s fan base, primarily in Germany, the Kansas City Chiefs recently agreed to a streaming partnership with DAZN, a global sports entertainment platform. This comes after NFL Europe started selling Chiefs apparel with the German flag on it, and has opened up new advertising and content opportunities. Teams will have access to these abroad markets for a five-year period in which a team will have the chance to pursue in-person and digital marketing, corporate sponsorship sales, fan activation events, youth football activities, merchandise sales, and more. For example, the NFL can hold fan fests throughout pre-games to meet and greet with team legends. All 32 teams within the league will play at least one international game in the next eight seasons, the first one coming between the Minnesota Vikings and New Orleans Saints on October 2nd.

Bringing New Energy to the Field

The NFL is charting new terrority with its existing partnership with Gatorade, launching a no sugar, no carbonation caffeinated beverage called Fast Twitch. For this upcoming season, the drink will be featured on the sidelines during games throughout the league. Product won’t hit the shelves until February 2023, building excitement and buzz for fans looking to get their hands on a drink that was developed with sports performance in mind. What’s even more interesting about this new product is that the NFL and PepsiCo will share revenue on the sales, helping push across the line a renewal deal that the two were struggling to see eye to eye on. This is a highly uncommon arrangement to date that could set precedent for future sponsorships with major sports properties.

With the first Monday Night Football game taking place tonight, NFL fans have a lot to look forward to. From progressive rule changes to new initiatives focusing on fan engagement, the NFL is staying in tune with the ever-changing sports industry. Get your taco dip ready and your fantasy football lineups out – it’s going to be an exciting season.

Sources

Why Sustainability Matters in Brand-Athlete Partnerships

How Sustainable Brands Strengthen Athlete Impact

When Brands, Leagues, and Athletes Unite

Building a Blueprint for Sustainable Sports Partnerships

The Mind-Game Behind Boxing

Building Confidence, Resilience & Growth Mindset

We Can All Use the Boxer’s Mindset in Everyday Life

Individual Opportunities

Broadening Audiences

Harnessing Attention for Profit

Talent on the Rise

The Rise of Jersey Patch Sponsorships in U.S. Pro Sports

How Teams Are Monetizing Patches

When Will the NFL Follow the Patch Trend?

Key Takeaways:

All is Fair in Football and Overtime

The Setup Zone

Bringing New Energy to the Field

Become a Sponsor.