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Tag: athletes

Athletes Becoming Sports Analysts: The Post-Retirement Career Path

Posted on by Athelo Group

By Zach Young

Athelo Group

The average professional sports career is relatively short. In the NFL, the average is only 3.3 years. In the NBA, it’s roughly 4.5 years. This leads many athletes to look beyond their playing career into other avenues where they can excel professionally. 

Many aim to remain in the sports world. As former athletes, audiences respect these figures as trusted media voices. They are often sought-after for roles such as a sports analyst, host, podcaster, or influencer.

The natural transition from player to on-air personalities has helped shape sports culture, fan engagement, and brand strategy.

Quick Highlights:

  • The average retirement age for an athlete is under 30 years old: 29.5 in the MLB, 28.2 in the NHL, 28 in the NBA, and 27.6 in the NFL.
  • With careers ending so early, many athletes look to broadcasting as a second chapter. From 2015–2018, 38% of NFL Broadcasting Bootcamp participants transitioned into jobs in sports media, a number that has only grown since.
  • 46% of Gen Z sports fans say they watch live games not out of team loyalty, but because of the athletes they follow. This creates opportunities for retired players to remain influential voices.
  • Fans also gravitate toward a recognizable sports analyst. A New York Times survey found that 57.4% of NFL fans favored the pairing of Tony Romo and Jim Nantz over other broadcast teams.
sports analyst at georgia football game

The History

Athletes stepping into the broadcast booth isn’t new. Legendary sports figures, such as John Madden, showed how former players can bring something new to sports commentary. However, what was once just a simple “career extension” of athletes converting to commentators has now shifted into a very diverse media landscape. 

Today, ex-athletes appear as podcast hosts, YouTube creators, and studio analysts, while others move into leadership roles. Some even build their own media companies, giving them creative control and long-term influence.

A prime example is Peyton Manning, who launched Omaha Productions after his playing career. Together with his brother Eli, he helped create The Manningcast, a Monday Night Football broadcast that became one of the most popular alternate viewing experiences in sports.

Authenticity and the Athlete Perspective

Streaming platforms, networks, and advertisers favor athletes in sports analyst roles because they bring an authentic perspective. Having competed at the highest level, they offer insights no outsider can match, and fans value hearing experiences from people who have lived them.

Many praise Tony Romo, for example, for predicting plays in real time and breaking down the quarterback’s POV for audiences. The NFL even created a bootcamp program to help players like Romo transition into media after their careers.

From a business standpoint, athletes also carry a built-in following. Millions of fans who watched them compete now follow them into media, giving these voices instant credibility and relevance. After a long, high-profile MLB career, Alex Rodriquez leveraged his fame to work as an MLB analyst for Fox Sports, co-host shows like The Deal on Bloomberg, and contribute to networks like ABC and ESPN.

The Entertainment Factor

Entertainment value often enhances a former athlete’s role on air. Inside the NBA has become inseparable from the sport itself, thanks to the chemistry of Shaquille O’Neal and Charles Barkley blending humor with professional insight.

The show’s popularity built such a loyal following that fans grew anxious when its contract was uncertain. With so much viewer demand, keeping the program alive became a necessity for both business and entertainment reasons.

IndyCar driver and Athelo Group athlete Conor Daly also shows how athletes can thrive by leaning into entertainment. He hosts the weekly podcast Speed Street, where he discusses his sport, and regularly appears on talk shows and media segments to expand his reach.

The Criticism

Not every athlete successfully transfers their on-field skills to the broadcast booth. Some have faced backlash for being unprepared, lacking fresh perspective, or struggling with on-air presence. Networks have at times leaned too heavily on name recognition, as seen with Jason Witten’s short stint as a Monday Night Football commentator.

Another challenge arises when athlete-analysts clash with traditional media professionals. On a recent episode of ESPN’s Get Up, ex-NFL player Ryan Clark and analyst Peter Schrager got into a heated argument that quickly spread across social media. Clark was criticized for dismissing Schrager’s viewpoint by saying he lacked a player’s perspective, a response many felt crossed a line.

The incident highlighted the importance of balance. Networks rely on athlete voices for authenticity, but they also need analysts who can pair expertise with fairness and professionalism. Without that balance, credibility and fan trust can be put at risk.

Athletes as Hosts Beyond Commentary

Social media, streaming, and podcasts have allowed athletes to launch media careers before retirement. Shows like The Pivot Podcast or New Heights with Travis and Jason Kelce have redefined athlete-led content, blending analysis with personality.

Fans now follow athletes who not only share professional insight but also humor, cultural takes, and behind-the-scenes moments that traditional networks might filter out. This mix has expanded how athletes connect with audiences and grow their media presence.

Beyond podcasts, many athletes move into mainstream entertainment. Michael Strahan is just as well known on Good Morning America as he was in the NFL, while Nate Burleson has built a similar crossover career. Dwayne “The Rock” Johnson went even further, shifting from wrestling into blockbuster films, with The Scorpion King grossing $180 million worldwide.

The Future of Athlete Media

The end of an athlete’s career no longer signals the end of their influence. From television broadcasts to podcasts and social platforms, retired players are rewriting the playbook for how sports stories are told.

For fans, this shift delivers unfiltered access to voices they trust, people who know the game because they have lived it. For athletes, it creates a second career that can be just as impactful as their time on the field, giving them the chance to shape conversations around the sports they helped define.

Adaptive Sports: The Future of Representation in Marketing

Posted on by Athelo Group

By Jacqueline Callahan

Athelo Group

In August, the first U.S. Women’s National Sled Hockey Team competed in Slovakia at the inaugural Para Ice Hockey Women’s World Championship.

Sled hockey is part of a growing adaptive sports movement, combining the intensity and physicality of traditional hockey with the accessibility of adaptive play. Adaptive sports include competitive and recreational activities designed for individuals with physical or cognitive disabilities.

As adaptive sports athletes step into the spotlight, they embody resilience, authenticity, and empowerment. Forward-thinking brands are recognizing the partnership potential, bringing genuine storytelling to their marketing and pushing adaptive sports from niche to mainstream coverage.

Quick Highlights

  • Nearly 1 in 4 Americans live with a disability, yet they lack authentic representation in the media.
  • The global adaptive sports market was valued at $5 billion in 2024 and is projected to reach almost $11 billion by 2032.
  • The Paris 2024 Paralympic Games broke every broadcasting record with live audiences up 40% from Tokyo 2020 and 117% compared to Rio 2016.
  • For the first time, all 22 Paralympic sports were broadcast at the Paris 2024 Games. Para powerlifting and Para rowing doubled their audience numbers compared to Tokyo.
  • The inaugural Para Ice Hockey Women’s World Championship took place this year, marking another major step toward Paralympic inclusion by 2030.
adaptive athletes posing in gym

Brands for Adaptive Sports

The growth of adaptive sports is fueled by athletes who raise awareness while building powerful personal brands. 

Paralympic track athlete Hunter Woodhall, for example, lost his legs due to a congenital birth defect. Despite this tragedy, he’s dominated the adaptive sports space and cultivated a strong social media following in the process.

Woodhall shares authentic moments with his 3M TikTok followers, from his wedding day to his breakfast and race days. His high engagement and inspirational story make him a natural partner for brands like Lululemon.

With nearly 1 in 4 Americans living with a disability, brands that partner with adaptive athletes tap into a highly engaged audience while advancing authentic representation.

Adidas innovation director Emily Jagos calls it “a huge opportunity,” pointing to the community’s significant purchasing power. Adidas’s investment in adaptive sports innovation underscores the commercial potential for companies willing to embrace this space.

adaptive athlete putting on prosthetic leg for running

A Valuable Asset: Compelling Storytelling

Adaptive athletes hold a unique power in marketing and advertising: their ability to deliver authentic storytelling. Long overlooked and underrepresented in mainstream media, they now have a platform to share their stories of perseverance and excellence.

This past summer, Paralympic champion Ezra Frech debuted his docuseries Adaptive on Peacock, serving as executive producer for the behind-the-scenes series that follows several U.S. Paralympians. 

Frech, who competes in sprinting, long jump, and high jump, told interviewers: “The way ‘Adaptive’ portrays me is a hyper-obsessive, competitive kid who will stop at nothing that’s in front of him to get to his goals.”

Unique narratives like Frech’s fuel performance and inspire audiences to rise stronger after setbacks. In sports marketing, this is what brands love to capture. Campaigns featuring adaptive athletes often move beyond endorsements to bridge the gap between brand messaging and consumer relatability.

Paralympic athletes racing on track

The Role of Adaptive Athletes

Adaptive athletes are leading the way in popularizing their sports, and brands are increasingly turning to them as campaign leaders. Partnerships have raised awareness and transformed the adaptive sports world, with the Paris 2024 Paralympic Games breaking every broadcasting record.

Athelo Group’s own Amy Bream and Chris Ruden exemplify how sponsorship can amplify reach. Chris, an adaptive weightlifter and fitness entrepreneur, has partnered with brands like Nike, RockTape, and Quest Nutrition to merge performance with advocacy for diabetes awareness and disability inclusion. 

Amy, a CrossFit athlete and motivational speaker, joined forces with Under Armour in its The Only Way Is Through campaign. She has also collaborated with Reebok, showcasing how adaptive athletes can represent mainstream performance brands while challenging industry norms.

Adaptive athlete partnerships expand representation, break down stigmas, and inspire new audiences. By sharing both victories and daily challenges, adaptive athletes build authentic connections with audiences, turning relatability into influence.

Looking Ahead

As global sports events approach, adaptive athletes will play a central role in shaping inclusive marketing. Milan Cortina 2026 Winter Games and Los Angeles 2028 Summer Games will be great opportunities to see this in action.

Brands like Uber, Airbnb, and Omega have already committed as partners for upcoming Games, signaling adaptive sports’ growing appeal.

For companies, the message is clear: aligning with adaptive athletes is more than “good optics.” It’s a chance to lead in inclusivity and connect with one of the most engaged audiences in sports today.

How Athletes Like Ilona Maher Turn Influence Into Income

Posted on by Athelo Group

By Neela Grizzetti

Athelo Group

Professional athletes have more opportunities to turn their talent into money than ever before. Thanks to the rise of digital platforms, athletes’ sponsorships, endorsements, and media deals often impact earnings more than salaries or prize money.

Take Ilona Maher and Chloe Kim: their brand partnerships and media presence show how athletes in niche sports can earn more off the field than on it. These revenue streams highlight how modern sports have evolved into a broader business model.

Quick Highlights

  • The modern athlete is both competitor and entrepreneur, blending sport and business.
  • Salaries can be massive, like Lionel Messi’s Inter Miami contract worth up to $150 million over 2.5 years.
  • Endorsements often outweigh competition earnings. Rory McIlroy earned $4.2 million for his Masters win, but his 10-year Nike contract is worth over $200 million.
  • NIL and social media have created new income streams. LSU gymnast Livvy Dunne earns seven figures annually, while Ilona Maher built and monetized a following of 3.6 million on TikTok.
  • Brand partnerships can be highly lucrative. Chloe Kim’s deals with Nike, ROXY, and Toyota during her Olympics season brought in an estimated $3 million alone.
headshot of professional snowboarder

Salaries and Prize Money

Salaries and prize money still remain a core part of athletes’ earnings.

In team sports like the NBA, NFL, and Premier League Soccer, contracts exceed hundreds of millions. For example, Lionel Messi’s contract with Inter Miami will earn him up to $150 million in 2.5 years. 

Individual sports like tennis or golf also pay out significant prize pools. Rory McIlroy received $4.2 million after his win at the Masters Tournament.

However, these salaries often only account for a smaller percentage of total income. For example, Lionel Messi earned $60 million on the field but beat that with $75 million in endorsements, making competitive payouts only half of his total income.

This financial shift shows how athletes’ performance is only one part of the modern athlete’s earning potential, and why building a personal brand is becoming more and more important.  

Sponsorship Deals

Sponsorships remain one of the strongest revenue streams for athletes. Companies pay for visibility through logos, endorsements, and co-branded product lines. Deals like LeBron James’ lifetime Nike contract, worth over $1 billion, show just how lucrative this can be.

These partnerships extend well beyond sportswear. Serena Williams has worked with Wilson, Gatorade, and Beats by Dre, reflecting how athletes’ influence spans multiple industries.

Social media has pushed sponsorships from simple logo placements into lifestyle collaborations. Chloe Kim’s partnerships with Nike, Toyota, and ROXY tie her athletic success directly to global consumer brands.

Merchandising has become an equally powerful piece of the model. Michael Jordan’s historic negotiation for Air Jordan royalties and Kim’s ROXY apparel line show how athletes now profit not just from visibility, but from products built around their personal brand.

basketball player dribbling on the court

Social Media and Personal Branding

Athletes increasingly turn their fame into business opportunities by building personal brands. Platforms like Instagram, TikTok, and YouTube allow them to act as influencers while running their own media channels.

Michael Jordan set the standard with his Jordan Brand, which included royalties on every shoe sold and went on to generate billions in revenue. More recently, Russell Westbrook’s streetwear line Honor the Gift and Livvy Dunne’s NIL-driven social media deals show how athletes extend their reach beyond competition.

Ilona Maher, for example, built a massive TikTok following by sharing humorous, relatable content during the Tokyo Olympics. The attention not only boosted her career but also elevated rugby’s visibility, ultimately leading to major sponsorships with brands like L’Oréal Paris and Paula’s Choice.

Personal branding now goes beyond content to storytelling. By showing who they are off the field, athletes create authentic connections with fans, making them more valuable to brands and broadening their influence.

Alternative Revenue Streams

Diversifying is essential to long-term financial success, and many athletes are now entrepreneurs. 

Investments in startups, real estate, and media companies have become common. LeBron James co-founded SpringHill Company, producing shows and films, while Kevin Durant’s Thirty Five Ventures manages investments from innovative startups, while also producing content through its media platform. 

Even college athletes under NIL are launching apparel brands and training academies, building wealth and legacies beyond their sport. These ventures also provide a buffer against short careers or injuries, proving that business savvy is just as important as being game-ready.

professional skier skiing down mountain

The Business of Being an Athlete

The playbook has shifted. Athletes are starting early, with NIL giving high school and college players the chance to build brands that inspire, engage, and generate revenue.

Today, success is measured by more than contracts and performance. The athletes who stand out are those who build a lasting brand that can generate income long after competition ends.

Athelo Group helps athletes and brands navigate this evolving landscape, building partnerships, launching businesses, and creating sustainable careers. If you are a brand looking to partner with our athletes, or an athlete seeking representation, contact us to start building what’s next.

Sports Sponsorship ROI: Why Brands Invest Billions in Athletics

Posted on by Athelo Group

By Jack Levine

Athelo Group

Not long ago, an athlete’s role in sports sponsorship was simple: wear the logo, smile for the camera, maybe appear in a TV ad. Today, the playbook looks very different. Athletes have become storytellers, creative drivers, and trusted voices.

Through years of competition, personal struggle, and triumph, they build credibility that authentically connects with audiences. From Dani Speegle sharing her training routine to Brisa Hennessy partnering with Pura Vida to highlight her connection to her Costa Rician roots, these moments show who athletes truly are.

This sports marketing shift isn’t just cultural. It’s measurable.

Quick Highlights

  • Authentic voices deliver 7× higher ROI than traditional influencers thanks to audience trust.
  • Girls Who Eat, a movement promoting healthy and empowered relationships with food, sparked widespread social resonance and drew hundreds of thousands of followers who connected with Dani Speegle’s message of strength over aesthetics.
  • Travis Hunter’s partnership with Celsius in the “Essential Six” campaign generated 1.2M+ impressions and a 5.8% engagement rate through personal and training content.
  • NIL is creating new opportunities for college athletes and brands, with 40% of varsity athletes landing brand deals within their first year.
  • Fans of women’s sports are 2.8× more likely to purchase products endorsed by female athletes, proving influence extends beyond exposure.
athlete sponsored by gymshark

The Sports Sponsorship Evolution

The campaigns people remember aren’t always the ones with the biggest logo. They’re the ones that tell a story worth following. Dani Speegle’s Girls Who Eat campaign, for example, champions body positivity and female empowerment within strength sports. 

These partnerships challenge stereotypes, spark cultural conversations, and grow communities beyond competitive athletes.

As platforms like Instagram Reels, TikTok, and YouTube pull fans deeper into athletes’ daily lives, the content that resonates most feels unscripted and personal. Emily Loogman Rethwill connects with her audience through training clips and motivational captions, but also by sharing everyday moments with her daughter.

This balance of performance and authenticity shows why athlete partnerships have become a core strategy for cultural relevance and long-term engagement.

Turning Athletes into Brand Storytellers

Modern athlete partnerships thrive when athletes are given creative freedom to share their stories. Instead of just promoting products, they integrate brands into authentic glimpses of their daily lives, routines, and personal experiences. 

This approach allows fans to connect with both the athlete and the brand on a deeper level.

Former college football players like Travis Hunter and DJ Uiagalelei share content that reflects their training, campus life, and personalities. Hunter’s partnership with Celsius highlighted his workouts and gameday prep, while Uiagelelei because the first active college athlete featured in Dr. Pepper’s “Fansville Campaign.” 

The fans are loving it: Hunter has 2.2 million followers on Instagram and Uiagalelei has garnered over 80K likes in a single post. When brands fit seamlessly into their content, the result is more valuable than exposure— it’s authentic engagement.

The NIL Revolution

The 2021 Supreme Court ruling on Name, Image, and Likeness (NIL) rights transformed collegiate sports marketing. For the first time, college athletes could monetize their personal brands, opening doors once reserved for professionals. Within a year, Harvard Business Review reported that 40% of varsity athletes at Texas Tech alone had landed brand sponsorships.

NIL deals give brands access to highly engaged, authentic audiences. Programs like the Tennessee Volunteers’ partnerships provide athletes with financial support while introducing brands to loyal, built-in fanbases. 

Professional athletes are also inspired by NIL-style collaborations. NBA player Isaac Okoro works with smaller lifestyle-aligned brands like Holo Footwear for creative freedom, producing content that blends athletic performance with personal interests. Rising stars like Sydney Grimes are collaborating with viral brands like Gold Hinge, creating lifestyle-focused content that feels genuine and relatable.

This new era makes one thing clear: athletes are no longer just endorsers. They are partners and storytellers, shaping culture, driving consumer behavior, and creating measurable value for the brands they align with.

athlete wearing nike shoes

The Power of Athlete Storytelling

In a world where consumer attention is fragmented, sports are one of the last shared stages. Athletes command focus across platforms, bridging live moments with digital storytelling. For brands, betting on sports sponsorship is really a bet on owning scarce, high-trust attention.

At Athelo Group, we bring brands and athletes together to turn that attention into impact. Ready to bet on sports? Learn how we’ve transformed sports sponsorships into growth strategies.

Where the Pros Go: Best Places to Surf in the World

Posted on by Athelo Group

By Alyssa Overheim

Athelo Group

Once tethered to local breaks, professional surfers now chase perfection across the globe’s best places to surf. These athletes, from rising stars like our own Brisa Hennessy to all-time legends like Kelly Slater, seek more than just swell forecasts. They chase identity, community, and soulful connections to places that have shaped their lives and careers.

From the jungle points in Pavones, Costa Rica, to the reef giants of Cloudbreak in Fiji, these best places to surf in the world are home breaks, proving grounds, and personal sanctuaries for pro surfers.

Quick Highlights

  • Surfing’s addition to the Olympics expanded the sport’s global reach, driving pros to refine their craft on the world stage.
  • The global surf tourism market was valued at $68.3 billion in 2024 and is projected to hit $95.9 billion by 2030.
  • CNN named Pipeline on Oahu, Hawaii the world’s top surf spot, celebrated for its towering six-meter waves and flawless barrels.
  • Legends like Kelly Slater and John John Florence built their careers on iconic waves including Pipeline, Teahupo’o, and Kirra.
  • Athelo athlete Brisa Hennessy found her style in Costa Rica’s tropical swells, training at Pavones—home to one of the world’s longest waves, stretching more than 800m.
  • Fellow Athelo surfer Zoe Benedetto honed her grit on Florida’s East Coast, where small, unpredictable 1–2 ft waves demand adaptability.
sunset at one of the world's best places to surf

Brisa Hennessy’s Best Places to Surf: Matapalo & Cloudbreak

Raised off-grid on Costa Rica’s Osa Peninsula in Matapalo, Brisa Hennessy learned the foundations of surfing on waves like Pan Dulce and Pavones. These breaks are encompassed by dense rainforest and local community. 

From a young age, surfing for Brisa was more a way of life than a sport. Her parents ran a local Pan Dulce surf school, where she first stood up on a wave at age three. This foundation has shaped the soulful and grounded competitor we see today.

Years later, during lockdown from the COVID-19 pandemic in Fiji, Brisa faced one of her most defining moments at Cloudbreak, a legendary reef break known for its raw power. As she described in SurfGirl Magazine, confronting fears head-on filled her with confidence. 

“Fear is uncomfortable. But I learnt [at Cloudbreak] that when you accept it’s real, it’s there, you’re willing to embrace it. You either stay uncomfortable or you grow.” 

These two iconic surf spots, Matapalo and Cloudbreak, go beyond just being her favorite. For Brisa, they’re the chapters that shaped her resilience. Matapalo is Brisa’s heritage. Cloudbreak represents her embracing her fears and finding clarity amid the chaos.

Zoe Benedetto’s Favorite Surf Spot: Fort Pierce, Florida

Rising star and pro-surfer Zoe Benedetto grew up surfing the Fort Pierce Inlet. The inlet is a modest, yet challenging beach break she proudly calls her home territory. 

“It’s a pretty solid beach break for Florida,” she told The Inertia. “It definitely prepares you for the grovel and challenging aspect of surfing where it’s not perfect all the time.” This foundation has given her a competitive edge and grit that carried her through her early QS victories.

Beyond her home break, Zoe also loves Playa Escondida in Costa Rica. This sought-after surf spot is revered for its world-class quality and regular wave frequency. While remote, Playa Escondida offers a more intentional surf for Zoe, one that resonates with her evolving style.

surfboards in one of the best places to surf in the world

Zane Schweitzer’s Top Picks: Maui, Hawaii & Cloudbreak

Born into a water-obsessed family on the island of Maui, our very own Zane Schweitzer mastered ocean sports before he could walk. These watersports include surfing, windsurfing, and stand-up-paddleboarding. His grandfather, Hoyle Schweitzer, invented windsurfing, setting the tone for Zane’s life and passion for the ocean. 

Zane calls Manu’s reef breaks home, especially spots like Honolua Bay with its groomed, hollow right-handers and sheltered trade winds. 

Along with Honolua Bay, Cloudbreak in Fiji also holds a special place in his heart. As one of his favorite surf spots in the world, Cloudbreak pushes Zane to his limits. Out there, it’s all about wave-riding ability and talent on the water, conditions that strip the sport back to pure instinct.

Slater, Florence, and Ewing: Their Favorite Spots

Pro-surf legend Kelly Slater has many break favorites across the globe. His reach spans from Pipeline and Kirra to Jeffreys Bay and Sebastian Inlet. Slater also has described his deep connection to the surf community in Tavarua, Fiji where Cloudbreak feeds his passion.

John John Florence’s homebreak is the iconic surf spot of Pipeline on O‘ahu’s North Shore, arguably the most challenging and celebrated wave in the world. This spot is also home to many surf competitions, where the community and culture has enhanced its appeal and has contributed to the growth of the sport.

Florence has described this wave as both familiar and commanding, saying he’s “not afraid” even when the ocean looms overhead. From childhood paddling to back-to-back world titles, this top surf destination has seen many of his life-defining moments. 

Hailing from North Stradbroke Island, Ethan Ewing’s strength lies in rail control and speed. Yet, he also favors Teahupo’o in Tahiti, a renowned heavy left-side break known for its raw challenge and breathtaking barrels. His 2022 season showed Ewing wasn’t just surviving Teahupo’o, he was excelling in it.

surfer in maui best place to surf in the world

The Places That Shape Surfers & Their Performances

Pro surfers may travel the world in search of waves, but the breaks closest to home often define their style. Brisa Hennessy’s surfing DNA was formed in Matapalo and Cloudbreak, yet her sharpest results have come at Pipeline and Punta Rocas.

Zoe Benedetto learned adaptability in the shifting beach breaks of Fort Pierce, Florida, a skill that now carries into competitions from Oceanside to Barbados.

Kelly Slater’s first proving ground was Sebastian Inlet, but his career-defining wins span Pipeline, Jeffreys Bay, and Teahupo’o. John John Florence, raised on the North Shore’s reefs, has proven himself from Tahiti’s heaviest barrels to South Africa’s point breaks.

These stories show that while identity begins in home waters, a surfer’s legacy is built on waves that demand skill, instinct, and commitment.

Incoming Social Media Trend: The Hybrid Athlete

Posted on by Athelo Group

By Chris Cimador

Athelo Group

The hybrid athlete weaves strength and endurance into a training style that’s gaining traction on Instagram and TikTok. Once separated into distinct worlds like bodybuilding, CrossFit, and running, these disciplines are now merging into a performance-driven lifestyle that offers strong potential for brand placement.

This shift reflects a generational change in how fitness is approached online. Gen Z’s focus on balance and overall wellness, accelerated by the Covid-19 pandemic, has pushed the industry toward a more holistic approach to training.

Quick Highlights 

  • The #hybridathlete tag has surpassed 280K posts and 85M TikTok views, with creators like Alex Kukla, Nick Bare, and Ashley Horner driving daily content.
  • Hybrid fitness events like HYROX are seeing over 600,000 competitors in the 2024/25 season, up from just 650 at launch.
  • HYROX reached 1 million tickets sold in May 2025, signaling explosive growth.
  • CrossFit Open 2025 saw a 32% decline in registrants while HYROX’s greater accessibility drove a surge in participation. 
  • Brands like PUMA, Red Bull, and Amazfit are sponsoring hybrid fitness events. Peloton also joined HYROX last week with a new collaboration.
hybrid athlete running in desert

A New Breed of Athlete

Gone are the days of the one-dimensional fitness influencer. This new wave of hybrid creators might deadlift 400 pounds for sets, then knock out a 6-mile ruck right after.

Luke Hopkins stands out on social media for showcasing the hybrid lifestyle. His day in the life video garnered 1M+ views on YouTube, which included:

  • 6:00 AM – 29.14 mile stationary bike averaging 188 watts
  • 8:15 AM – 8 mile run averaging 8:17 pace
  • 12:15 PM – Deadlift for sets up to 405lbs, then back workout
  • 4:20 PM – Form work in the pool 

Viewers gravitate to this content because of the sheer volume of work and the discipline it takes to maintain. The “day in the life” format gives an inside look at the hybrid athlete’s mindset and training load.

Hybrid Events: The Newest Branding Arena

As hybrid athletes gain momentum, hybrid events are exploding in popularity. Competitions like HYROX, DEKA, and GoRuck test both strength and endurance through timed circuits of sprints, sled pushes, and lifts, creating plenty of Instagram-worthy moments. 

Brands like Puma, Concept 2, and MyProtein have already jumped on HYROX sponsorships.

Unlike the CrossFit Games, which require years of technical training and multiple qualifiers, hybrid events are open to all fitness levels with simple, time-based rankings. That accessibility makes them appealing to athletes and a prime opportunity for brand activations.

With the sport still growing, it’s a key moment for brands to establish a foothold, much like Rogue and Reebok did early in the CrossFit era.

resistance bike for hybrid athlete

The Gold Rush for Hybrid Athletes 

Brands have a short window to get in early as hybrid athelete-influencers continue their rise. 

Hybrid athletes are highly marketable because of the breadth of products they touch—pre-workout and hydration supplements, heart rate monitors, smartwatches, and athleisure. Their daily training routines create natural opportunities for product integration.

Nick Bare shows the engagement opportunity for this space: his 1.4M+ YouTube and Instagram followers have helped turn Bare Performance Nutrition into a multimillion-dollar brand, powered by his hybrid training content.

With participation in hybrid events climbing each season, these athletes are positioned to become key faces for sponsorships in the next five years, similar to how Athelo Group positioned Liquid IV early in the functional hydration market.

Fresh Faces in Fitness

Gen Z grew up watching Chris Bumstead and Ronnie Coleman dominate YouTube with iconic bodybuilding content, shaping early online fitness culture around muscle and aesthetics.

As that audience matures, so does their definition of health. They’re shifting from pure aesthetics to optimization and performance, wanting athletes who can blend strength, endurance, and longevity.

Will Tennyson is a standout example of this evolution. Known for his mix of hybrid training and highly shareable content, he’s built a 4M+ subscriber YouTube channel and a fast-growing supplement line by leaning into the lifestyle side of fitness. 

His ability to entertain while showcasing training variety has made him one of the most marketable creators in the space.

With hybrid events making this style of training accessible to a broader audience, the opportunity for brands is clear: align with athletes redefining what modern performance looks like.

Breaking Tradition

As social media continues to reward grit and authenticity, expect influencers to keep blurring the line between sports and lifestyle. While traditional fitness partnerships will always hold weight, the future is in creators who combine athleticism with relatable, day-to-day content.

Athelo Group specializes in building strategic partnerships with rising athlete creators, including hybrid athletes. Explore our work to see how athlete influencers are changing the game for brands.

Mental Performance Coaching: The Next Competitive Advantage

Posted on by Athelo Group

By Zach Young

Athelo Group

Historically, training in sports has centered around physical capabilities like speed, strength, endurance, and mechanics. As sports and competition continue to evolve, athletes, teams, and brands are embracing mental performance coaching. 

From the highest stage of competition in the Olympics, all the way down to youth sports, the mental side of the game is becoming one of the most powerful competitive advantages in sports. Now the focus isn’t just on external results but on strengthening athletes from the inside out.

Quick Highlights:

  • Studies have found that over 35% of athletes have concerns surrounding their mental health.
  • Roughly 73–75% of youth athletes experience performance anxiety, yet less than 15% have access to sports psychology support.
  • An NCAA survey found 30% of female and 25% of male college athletes report constant mental exhaustion during the season.
  • The US Olympic Committee formed a team of 15 full-time mental performance coaches for their athletes, leading a trend among major sporting organizations.
  • Major brands are shifting campaigns to normalize these conversations, with Nike’s “Winning isn’t for everyone” campaign leading the way.
athlete working on mental performance

What is Mental Performance Coaching

Many professionals refer to mental training in sports as essential to the success of an athlete. Mental performance coaching can be seen through an athlete’s composure, confidence, and ability to perform under pressure. 

Most mental performance coaches have sports psychology or counseling backgrounds and use strategies such as breathwork, positive self-talk, and mindfulness training. Athletes like Serena Williams, Usain Bolt, Michael Phelps, and Simone Biles credit part of their success to mental performance coaching.

One of Biles’ coaches, Robert Andrews, has played a major role in helping her stay balanced under pressure. Biles has described the value of having a mental performance coach: “It’s honestly petrifying trying to do a skill but not having your mind & body in sync. 10/10 do not recommend.” 

Many teams are now recognizing mental training as a key focus, especially as the importance of the subject grows for newer generations of sports fans.

The Numbers Don’t Lie

A Harvard study found that MLB players who worked with a mental skills coach during their career extended their playing years by an average of 2.3 years. Those players also performed at statistically higher levels of baseball, reaching the equivalent of 1.25 levels above athletes without access to mental coaching.

In youth sports, the benefits are even more pronounced. Research shows that when young athletes use mental performance tools, enjoyment levels increase by 67%.

Access to these resources also reduces burnout rates by 41% and boosts long-term participation in sports by more than 50%. This suggests that mental coaching can sustain both performance and passion over time.

athlete swimming in pool

Sport Organizations Take Notice

Sport organizations are making athlete mental health a core focus. The United States Olympic and Paralympic Committee now has a full-time psychological services staff of 15 professionals offering support from personal crises to performance guidance.

The NWSL requires every team to have mental health professionals on staff and has adopted general mental health leave policies. These measures aim to protect athlete well-being while boosting on-field performance.

Youth athletes are also seeing stronger support networks. Morgan’s Message, a mental health nonprofit, is active on over 1,600 college and high school campuses, creating resources for younger players.

Teams are also turning to former athletes for support roles. The Seattle Mariners hired Adam Bernero, a former MLB pitcher, to work with players on stress, anger management, and in-game mentality.

Private specialists are contributing too. Hannah Huesman’s company, Mental Sweat, works with brands like Adidas and the MLB, offering one-on-one coaching and team consultations to help athletes “master their mental game.”

Growth of Mental Performance Technology

The rise of new digital platforms and AI programs has contributed to the growth of mental health coaching. In fact, mental training programs are some of the fastest growing categories of sports tech with a 47% projected growth rate through 2026. 

Through this popularity, platforms that integrate wellness features, not just performance stats, have experienced over 3x higher daily user rates.

Looking into the future, youth sports programs are creating a massive $2.3B market opportunity by 2027, highlighting how necessary mental wellness is to all businesses in the sports industry.

athlete in mental performance coaching session

Brands Shifting Their Marketing Strategies

Mental wellness is influencing all aspects of the sports industry, including marketing. Major brands are building campaigns that align with themes of mental strength and vulnerability.

Nike’s 2024 Olympic campaign carried the tagline “Winning Isn’t for Everyone,” highlighting the pressure of elite competition. The ad sparked conversations about mental well-being in a culture long-focused on winning at all costs.

Brands are also weighing how authentically athletes advocate for mental health. Marketability now goes beyond follower counts to include those genuinely invested in the message.

Brisa Hennessy, an AG athlete, exemplifies positioning mental health as a core part of her platform. She has shared her struggles and her path to becoming a stronger, more confident competitor on surfing’s world stage.

Our Outlook

At Athelo Group, we recognize mental performance coaching as a necessity for athletic success. Supporting our athletes’ mental health is a priority, not something we brush over. 

Whether it’s with surfers, CrossFitters, or influencers, we want to work with people who are committed to being their best versions of themselves, both on and off the field.

As the sports world continues to evolve, we see mental health as inseparable from performance, and that belief shapes every athlete’s path forward.

The Athleisure Evolution

Posted on by Athelo Group

By Jacqueline Callahan

Athelo Group

Once confined to the gym, athleisure has now made its way to sidewalks, runways, and social feeds. Defined as “casual clothing designed to be worn both for exercising and general use,” the genre has become a staple of modern wardrobes.

Just as athleisure has evolved, so too has the image of the athlete. Sports may launch their public identity, but their personal brand is shaped by lifestyle, style, and authentic self-expression. Athletes today move markets, set trends, and have become cultural figures with athleisure as their official uniform.

Its rise signals a growing fusion between fitness and fashion, reimagining what it means to be well-dressed.

Quick Highlights

  • The global athleisure market value reached $425 billion in 2025.
  • Nike holds strong as the top athleisure brand with a 21% market share followed by adidas at nearly 15%. Lululemon has a market share of 4.76%. 
  • From smart fabrics to sustainable materials, technological advancements in athleisure enhance performance while maximizing comfort. 
  • Yoga apparel is the fastest-growing athleisure type, driven by the global popularity of yoga and wellness-centered lifestyles.
  • In the United States alone, consumers spend an estimated $500 billion annually on wellness-related products.
woman in athletic-wear and necklace

Merging Athletic Identity and Fashion

Brands are evolving far beyond athlete sponsorship deals. Dynamic partnerships like Skims and the NBA, Free People and tennis, and Ralph Lauren with Team USA demonstrate this culture shift. 

In 2023, Kim Kardashian’s Skims became the official underwear partner of the NBA, WNBA, and USA Basketball. Co-founder and CEO Jens Grede noted that “the NBA’s modern approach and significant impact on pop culture, entertainment, and fashion is unparalleled in sports.”

The NBA’s commitment to broad representation across its league and fan base made it a natural fit. With 41% of consumers more likely to engage with inclusive and culturally relevant brands, Skims was a smart, profitable match.

The partnership helped propel Skims to $750 million in sales in 2023, up from $500 million the year prior, proving the power of cross-industry collaboration.

Lifestyle Brands on the Court

In the tennis world, lifestyle brands are making similar moves to embed themselves in athletics. You might’ve spotted FP Movement sets on players during Wimbledon.

Free People launched FP Movement as its activewear line, which became a standalone brand in 2020. Since then, it has made tennis a key focus, signing players like Sloane Stephens and Danielle Collins, and recognizing the sport’s cultural reach far beyond match play.

Tennis remains one of the most widely-played sports across age groups and communities, blending competition with lifestyle appeal. That accessibility has helped position FP Movement as a leader in merging performance with everyday style.

woman in athleisure stretching on grass

Dressing the Nation

One of the most iconic modern partnerships is Ralph Lauren’s longstanding collaboration with Team USA. Since 2008, the brand has designed official opening and closing ceremony uniforms, blending classic American heritage with elite athletic competition. It is a symbol of national pride through athletic excellence.

Rooted in themes of Americana and aspirational style, Ralph Lauren’s presence elevates the image of U.S. athletes. The partnership places athleisure within the realm of high fashion, showing that what athletes wear can be just as powerful as how they perform.

Ahead of the 2024 Olympics, Ralph Lauren reported a 25% surge in online searches in anticipation for the brand activation. As fashion and sport continue to intersect, this collaboration reflects the successful integration between luxury fashion and competition on the world stage.

The New Definition of “Well Dressed”

In recent years, fashion has shifted from formal to functional. Sundresses have been replaced by workout onesies, jeans swapped for leggings, and tennis skirts have become everyday wear. Even classic men’s khakis are being reimagined by athleisure brands like Vuori.

This evolution reflects a larger cultural shift toward comfort, wellness, and ease. The $2 trillion global wellness industry continues to grow, fueled by younger generations prioritizing movement, clean eating, and intentional living. And fashion has adapted in step.

Trends like the viral #hotgirlwalk—now at over 641 million TikTok views—highlight this intersection. These walks merge self-care with style, often featuring sleek, coordinated sets inspired by athletes’ training wear.

Luxury fashion has followed suit. High-end brands like Gucci and Miu Miu are now offering elevated activewear and designer sneakers, making it easy to look effortlessly put-together while embracing a lifestyle rooted in wellness.

yoga athleisure

How Social Media Propelled Athleisure’s Rise

Social media amplifies fashion trends, and athleisure is no exception. Vuori recognized this early, launching an NIL partnership with gymnast Livvy Dunne in 2021. Through Dunne’s social content, Vuori quickly positioned itself as a serious player in the athleisure space.

Another athlete embracing this intersection is Athelo Group’s own Sydney Grimes. She embodies the look-good, feel-good mentality, blending golf, fitness, and style in a way that feels effortless. Her partnerships with brands like Ghost Golf and Gold Hinge don’t feel promotional; they’re simply part of her daily life.

This kind of authenticity resonates. For today’s audience, especially Gen Z, trust and relatability matter more than polish. Athletes and influencers no longer need to push product. A morning routine, a gym fit, or a healthy breakfast all become lifestyle content, and athleisure is the through line tying it together.

Athleisure’s Staying Power

Athleisure’s rise wasn’t a trickle-down from celebrities and major brands. Micro-influencers and athletes fueled its success from the ground up. These creators and sports figures present a version of wellness and style that feels more accessible, and their loyal followers trust them to set the blueprint.

Instead of pushing clothes alone, micro-influencers promote habits. Followers don’t just buy leggings or sneakers; they buy into the routine behind them. For brands, partnering with these voices offers a more personal, authentic feel that resonates deeper than traditional advertising.

Looking ahead, expect brands to double down on this approach. As consumers continue to crave relatability, “just-like-me” influencers and inspirational athletes will remain key to shaping how athleisure is marketed, worn, and embedded into everyday culture.

ACL Injuries in Women’s Sports: Why Rates Are Rising & Solutions

Posted on by Athelo Group

By Charlotte Sheehan

Athelo Group

The sports industry recently witnessed a major shift towards addressing gender-specific health concerns, especially surrounding anterior cruciate ligament (ACL) injuries in female athletes. 

Historically, sports medicine research predominantly focused on male athletes, often ignoring the key physical and biomechanical differences in women. But now, growing research is helping explain why female athletes face higher risks for ACL injuries.

This turning point is influencing both sports science and brand strategies. 

Quick Highlights

female athlete risking acl injury on tennis court

Understanding the Gender Disparity in ACL Injuries

Female athletes are at a much higher risk to tear their ACLs compared to their male counterparts due to a mix of biological and physical factors.

There is a mix of modifiable and non-modifiable aspects that play a part in the difference between male and female risk.

Dr. Mary K. Mulcahey, division director of Sports Medicine at Loyola University highlights that “non-modifiable risk factors, things we cannot change, include gender-related differences in knee anatomy, like the size of the ACL and hormonal fluctuations during the menstrual cycle.” 

She mentions that other factors, like muscle strength and landing technique, can be improved through training and conditioning. With focused research, there is potential for improvements in preventative health for female athletes to better understand their bodies and prevent injury.

The Rise of Female-Focused Medical Research

For decades, most medical and sports science research relied heavily on male participants, shaping protocols, treatments, and training standards based on male bodies and physiology. However, there’s been a growing recognition that female athletes have unique needs that require dedicated attention, from hormones and joint stability to recovery patterns and injury prevention.

This broader trend of female-focused medical research is finally gaining traction across multiple fields. In fact, there is an estimated 10 to 20 percent annual increasing rate of research dedicated to female athletes.

Researchers are finding that sex-based differences impact everything from drug efficacy to pain tolerance. In sports, that includes injury risk — yet female athletes are still less likely to receive targeted injury prevention training. One study found that less than half of high school girls reported access to these programs, despite their elevated risk.

This means women need different prevention strategies than men. And for the sports industry, it’s more than a medical update; it’s a strategic opportunity. With better data on women’s physical health, there’s room to rethink training programs, design gear that actually fits, and build recovery systems that protect and empower female athletes.

two female athletes playing soccer on field

Industry Response: Brands’ Commitment to Research

Recognizing the need for focused research, FIFA has pledged support to studies investigating the causes of ACL injuries in female athletes. A notable example is a year-long study at Kingston University in London, which tracks hormonal fluctuations in female athletes aged 18–35 and analyzes their performance during different menstrual phases. 

The goal is to correlate hormonal changes with movement patterns indicative of injury risk, such as during direction changes or landings. This research aims to contribute to broader efforts to lower ACL injury rates in women’s football, acknowledging that there is no one-size-fits-all solution.

Nike is tackling ACL injuries in women’s sports through Project ACL, a three-year study launched with FIFPRO, the Professional Footballers Association, and Leeds Beckett University. The project looks at risk factors like workload, travel, and match frequency to improve injury prevention and management. By including player feedback, it aims to build more practical, athlete-informed solutions.

Product Innovation

The increasing emphasis on female-specific sports research presents significant opportunities for brands targeting female athletes. Companies like Nike and PUMA are already capitalizing on this trend.

PUMA has invested in a research study to explore ACL injuries in women’s football, aiming to develop an effective training program and enhance women’s fit for football footwear. This commitment underscores the importance of providing tailored equipment and support to female athletes.

Nike created the Phantom Luna boot, designed specifically to curb the risk of an ACL tear by including a circular traction pattern to ensure soccer players are able to pivot freely on the turf.

From designing footwear that accommodates unique biomechanical requirements to creating training programs that address gender-specific injury risks, there is a growing market for innovations that prioritize female athletes’ health and performance.

x-ray of acl injury

Authenticity and Purpose-Led Marketing

Today’s consumers, especially Gen Z and millennial women, actively seek out brands that stand for something. It’s not just about products anymore; it’s about values. Companies investing in research, supporting athlete wellbeing, and advocating for gender equity in sport build deeper emotional connections with this audience.

Campaigns that spotlight long-term athlete health, particularly in areas where women have been historically underserved, help reinforce trust and loyalty. Adidas leaned into this with its “The Ridiculous Run” campaign, which called attention to the safety challenges women face while running and encouraged men to step up as allies.

Athletes themselves are also pushing for change. Allyson Felix, one of the most decorated track and field athletes, publicly criticized Nike after the company refused to guarantee that her sponsorship wouldn’t be penalized during pregnancy. Her New York Times op-ed sparked a wave of attention, leading Nike to implement a new policy that ensures 18 months of protected pay for pregnant athletes.

Brands that authentically back this kind of advocacy, by funding research, promoting safe training environments, or supporting athletes through life transitions, aren’t just making statements. They’re building credibility and long-term loyalty with both athletes and the consumers who support them.

Investing in Women is Investing in the Game

The growing focus on ACL injuries in female athletes signals real progress in sports science and the sports industry at large. 

As leaders like FIFA and Nike invest in research and innovation, brands have a clear opportunity to meet the specific needs of women athletes and build meaningful, lasting connections with consumers.

At Athelo Group, we see this as part of a broader responsibility. We’re committed to supporting our athletes on and off the field, from injury prevention and performance to advocacy and representation. Championing women’s sports isn’t a trend for us, it’s part of how we do business.

MotoGP vs. F1 Teams: Pushing the Limits of Extreme Racing

Posted on by Athelo Group

By Mateo Villarreal

Athelo Group

The high-speed worlds of Formula 1 and MotoGP are both thrilling, but each pushes motorsport in a different direction. F1 teams represent the peak of open-wheel engineering and data-driven strategy, while MotoGP showcases the fastest bikes and most fearless riders on two wheels.

Both are filled with elite athletes, cutting-edge machines, and massive global followings, but couldn’t be more different when it comes to how they test the boundaries of speed, strategy, and human endurance. 

With recent momentum building around U.S. interest in international racing thanks to series like Drive to Survive and standout Grand Prix moments, now’s the perfect time to break down what sets F1 teams and MotoGP apart.

Quick Highlights:

  • F1 cars reach top speeds of ~231 mph, while MotoGP bikes hit ~225 mph.
  • F1 drivers endure up to 6 Gs of force in corners, with cockpit temperatures exceeding 140°F.
  • F1 cars weigh ~1,760 lbs (including driver) with 1,000+ hp. MotoGP bikes weigh just ~350 lbs with ~280 hp, resulting in a much higher power-to-weight ratio.
  • MotoGP sees far more crashes per season (1,000+ across all classes in 2023) due to the open nature of the sport. F1 crashes are rare, but often more violent.
  • F1 relies on massive teams of 300-1200 people. MotoGP prioritizes rider instinct and physical agility, with much smaller team operations.
motogp racer

Machines Made for Mayhem

F1 might win the top-speed stat sheet, but MotoGP’s acceleration and agility put them nearly neck and neck. F1 cars generate immense downforce that lets them corner like no other vehicles on Earth. Think Lewis Hamilton carving through Maggotts-Becketts at over 170 mph, a move that highlights how critical precision and grip is in F1 racing.

In contrast, MotoGP riders rely on body control and instinct, like Marc Márquez’s famous 2019 save in Thailand when he caught a slide with his elbow mid-turn.

Where F1 thrives on aerodynamic mastery, MotoGP is all about physical finesse and control. Each sport demands a different type of athleticism, pushing the human body in unique ways.

Two Forms of Athleticism

F1 drivers are often overlooked as athletes, but their necks must endure immense G-forces while maintaining control for up to two hours in extreme heat. In Drive to Survive, Daniel Ricciardo and Carlos Sainz Jr. are shown performing resistance band neck workouts to prepare for the extreme lateral forces of racing, which can reach up to 6Gs during high-speed corners and braking zones.

On the other side, MotoGP athletes must physically wrestle their machines through corners, keep balance on two wheels, and adapt to rain, wind, and flat conditions with no protective cockpit. Riders like Fabio Quartararo and Marc Márquez spend hours on core work using wobble boards, BOSU balls, and stability discs to simulate the constant balance adjustments required on a bike leaning at over 60 degrees.

Both sports demand elite conditioning, but training comes in very different forms.

Danger Factor

Despite incredible advances in safety, F1 remains a dangerous sport. But when it comes to risk, MotoGP arguably takes it up a notch. Riders are fully exposed, making even minor crashes a serious threat. Protective leathers and tech have helped reduce injury, but the margin for error is razor thin.

One striking example was Marc Márquez’s 2020 crash at Jerez, where a low-side slide quickly escalated into a violent high-side that launched him into the air, resulting in a fractured humerus and multiple surgeries.

While MotoGP now employs airbag suits that deploy within milliseconds, the fact remains: riders lack the structural protection F1 cockpits provide, and even with high-tech suits and reinforced helmets, the physical toll can be immediate and severe.

F1 Teams vs. MotoGP Individuals

F races are won through tire strategy, pit stops, and data-driven decisions made by massive support teams. Hybrid power units combine turbocharged engines with energy recovery systems to deliver up to 1,000 hp with improved efficiency. Engineers use wind tunnels and simulated modeling to fine-tune aerodynamics down to the smallest winglet.

MotoGP, by contrast, centers on rider instinct. There is no radio coaching mid-race. Riders manage tire wear, execute overtakes, and make real-time decisions at 220 mph. Bikes feature seamless shift gearboxes, ride height devices, and traction control, but the rider is the deciding factor.

f1 teams repairing car

Sponsorship Niches

F1 draws polished, luxury-focused sponsors like Rolex, Emirates, and Richard Mille—brands that value exclusivity and global prestige. Even tech giants like Amazon Web Services and Lenovo have joined the grid, tapping into F1’s innovation and massive reach. With global sponsorship revenue set to reach $2.9 billion in 2025, it remains one of the most valuable platforms in sports.

MotoGP appeals to a more grassroots, performance-first audience. Brands like Monster Energy, Red Bull, and Alpinestars align with its raw intensity and loyal fan base, especially across Europe and Southeast Asia. While overall sponsorship revenue is smaller, brand affinity runs deeper, with partners prioritizing authenticity over polish.

At Athelo Group, we see this same dynamic in sports like surfing, where non-endemic brands build credibility through community-driven partnerships and athlete-first storytelling. For brands entering motorsports, the choice isn’t just about budget—it’s about fit. F1 offers high-gloss global exposure, while MotoGP opens the door to deeper, culturally embedded brand moments.

race track where f1 teams compete

Where the Extremes Meet

F1 might be the more extreme sport when it comes to speed and innovation, but MotoGP makes its case through danger, athleticism, and raw competition.

We believe both racing series offer brands and athletes a compelling entry point into motorsports’ growing appeal. Whether you’re after the polish of F1 or the edge-of-your-seat thrills of MotoGP, the opportunities to connect, inspire, and evolve are limitless.

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