athletes Archives - Page 7 of 12

The Masters Tournament: History & Traditions at Augusta National

Posted on April 15, 2024December 3, 2025 by Athelo Group

By Caroline Potter

Athelo Group

April does not just signify the start of spring, warm weather, and rain showers. To many sports fans across the globe, it signifies the beginning of the most famous golf tournament in the world: the Masters. Taking place in the quiet town of Augusta, Georgia, the tournament at Augusta National draws in people from every country. Renowned for its beautiful fairways, blooming azaleas, and the coveted green jacket, the Masters is without a doubt one of the most influential tournaments in history. But for 2024 and beyond, this tradition is coming with some new changes, new competition, and a renewed passion for victory.

Masters Matchup: PGA Tour vs. LIV Golf

As most of the world knows, the PGA tour is no longer the only professional tour anymore. With the emergence of LIV Golf, the rival league funded by the Saudi Public Investment Fund, the PGA Tour is now beginning to fight for viewers and players. When LIV began to poach players from the PGA Tour, the players who left knew that they would be seen as a “traitor” to PGA Tour supporters. LIV golfers like Bryson DeChambeau were not as welcomed to their now rival tournaments, until recently. Jon Rahm, the 2023 Masters winner and a recent addition to LIV Golf, expressed in an interview that he had hoped his move would unite the two leagues, which unfortunately was not the case.

Now the PGA is slowly but surely embracing LIV players and inviting them to play in their exclusive tournaments. The 2024 Masters is the first tournament of the year where both PGA and LIV golfers are competing together. Articles and photos immediately swirled: Jon Rahm was pictured speaking with Rory McIlroy— arguably one of the biggest supporters of the PGA Tour and opposers of LIV Golf. Perhaps the biggest headline is that Augusta National invited one of the top LIV golfers, Joaquin Niemann, to play this year. Due to the fact that Official World Golf Rankings (OWGR) does not recognize the points LIV golfers earn, several elite players have been left out because they are not aligned. Regardless, Augusta National allowed 18 LIV golfers to play in the tournament last year and 13 this year. Their continued recognition suggests a turning point in Major competition play.

Project Development: Who Gives in and Who Refuses?

Another Masters topic under discussion is the ever-evolving property of Augusta National and how it is continuously impacting the local community. Augusta retains a standard of excellence, and with LIV Golf giving them a run for their money, they are turning to one thing: expansion. A whole neighborhood near the course has been bulldozed into parking lots, along with an estimated $200M of other surrounding areas. The growth will not stop there. Augusta National has plans to buy and turn huge plots of land into concepts like a banquet hall, on-site housing for the players and media, and an exit off of highway I-20 dedicated to taking people directly to the golf course parking lots.

The Masters will generate $142M in revenue, raking in $70M in merchandise sales alone during the tournament. With their high profit margin, some are calling Augusta National tone-deaf. About 20% of Augusta’s population lives below the poverty line, so when Augusta National offers to buy the homes of those whose property borders the course, it is hard to say no. One Augusta couple has refused to sell their home to the golf club for years— it’s the home they raised their children and grandchildren in. It seems expansion will continue regardless, but at what cost to the neighboring community?

Tiger Woods’ Push for a Sixth Jacket

Legendary golfer Tiger Woods has been facing a multitude of changes in the past few years. He has won fifteen major championships, five of them being here at the Masters, and has been named PGA Tour Player of the Year eleven times. Heading into his 26th Masters, Tiger Woods braced for the physical toll of playing through persistent pain, exacerbated by a series of injuries and a life-threatening 2021 car accident. Despite his drive to succeed, Tiger ultimately finished the tournament with the highest score of his professional career. The fans on the course didn’t care— they were in the presence of a great.

This 88th Masters, the greatest tradition in golf, is often regarded as an event that will never change. However, amidst tradition, evolution is occurring. Whether it’s expansion beyond the fairway or rivalry between two leagues, the future of the Masters and golf itself is set to change its course. This year PGA golfer Scottie Scheffler took home the coveted green jacket, but who knows which champion and which changes next year will bring.

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Dartmouth Basketball’s Unionization: The Downfall of Amateurism

Posted on April 1, 2024April 1, 2024 by Athelo Group

By Jake Margolick

Athelo Group

March Madness is in full swing, showcasing 68 college teams vying for the championship and captivating millions of viewers. Teams not in contention for the national title are either participating in other postseason tournaments or winding down for the offseason. Dartmouth Basketball, currently in offseason mode, isn’t simply waiting around. They’re actively campaigning for employee status and collective bargaining rights. After voting to unionize, Dartmouth is set on shaking up college sports.

March 5th, the date when the Dartmouth men’s basketball team voted to unionize, might soon be seen as the beginning of the end for amateurism. The team’s 13-2 vote to join SEIU (Service Employees International Union) Local 560 made them the first unionized college sports team in America. SEIU assists roughly 2M members across the U.S. and Canada in obtaining adequate compensation for their labor and improving their working conditions. Before the landmark vote, NLRB regional director Laura Sacks was already building their case. She publicly stated that an employer-employee relationship does exist between the Dartmouth basketball players and the college. The players, she explained, “benefit their school through things like alumni donations and publicity… and that Dartmouth exercises a lot of control over that work.”

Not everyone is supportive of this movement. The Dartmouth Board of Trustees are opposed to the union vote as they aim to uphold the tradition of amateurism in college sports. Their lack of support stems from their efforts to maintain the status quo, prompting them to petition the National Labor Relations Board to intervene and overturn the decision. For decades, universities and the NCAA have upheld a model of college athletics where athletes dedicate themselves to practice, training, and competition without financial compensation. This setup ensures greater profits for the NCAA and universities alike. While recent changes allow athletes to profit from their name, image, and likeness, significant revenue opportunities remain elusive, particularly for non-Power 5 athletes, including those in the Ivy League.

In Division I athletics, especially in high-revenue sports like football, basketball, and hockey, most teams provide scholarships to nearly all players. Non-revenue sports typically offer 10 to 13 scholarships for men’s teams and 12 to 20 for women’s teams. Ivy League teams are ineligible for athletic scholarships; instead, they offer financial aid based on academic and financial need. Despite this aid, Ivy League students face higher costs than average. For example, Princeton, the most affordable Ivy League school, costs around $80K annually before financial aid. Ivy League student-athletes juggle demanding Division I schedules and tough academics with fewer opportunities for NIL deals and national exposure. Many feel representing their universities brings little tangible benefit. With these challenges in mind, Dartmouth athletes hope to change that narrative and shift the power from the universities to the athletes.

Unionizing allows Dartmouth men’s basketball players to access improved health and insurance benefits, negotiation power for pay, better working conditions (including practice hours and travel), and more. Juniors Cade Haskins and Romeo Myrthil advocate for a fairer business model in college sports, including unions for Ivy League players. Establishing a Players Association aims to promote unity, advocate for athletes’ rights and well-being, and facilitate collaborative decision-making. This milestone signifies progress towards ending amateurism in college athletics.

While the March 5th vote won’t immediately classify all student-athletes as employees, it represents a significant step towards securing their rights. Official recognition of the union and collective bargaining remains months away, but college athletes, universities, and fans can anticipate positive changes to come.

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Strategy Shift: Netflix’s Entry Into Live Sports

Posted on March 17, 2024November 18, 2024 by Athelo Group

By Caydence Bach

Athelo Group

Netflix has long been a trailblazer in the sports genre, bypassing traditional sports broadcasting to prioritize entertainment and storytelling. Renowned for its on-demand and binge-worthy content, Netflix has typically favored these qualities over live viewing experiences. Utilizing sports-adjacent content, Netflix taps into people’s widespread passion for sports to drive subscriptions. This is evident in Netflix sports documentaries, where they delve into athletes’ backgrounds and behind-the-scenes moments without the costs and logistics associated with live sports. However, there appears to be a subtle shift in Netflix’s strategy lately. Despite decades of steering clear of live sports broadcasting and focusing solely on sports-adjacent programming, Netflix seems to be altering its approach. What does the future hold for this new strategy?

Sports Docuseries Success

Netflix sports documentaries were first released in 2016 with Last Chance U, its inaugural sports docuseries centered around college football leagues. The show quickly gained momentum on the platform, garnering audience demand nearly five times higher than the average U.S. television show. Since then, Netflix has produced a plethora of popular content, including The Last Dance (Michael Jordan), Break Point (professional tennis), Full Swing (PGA golf), Cheer (collegiate cheer), Tour de France: Unchained (cycling), and more. Notably, its Formula 1 docuseries Drive to Survive, often featured on Netflix’s Top 10 Most Watched List, has been credited with boosting the sport’s popularity in the United States. According to a Morning Consult survey, over half of self-identified F1 fans attributed their fandom to the Netflix series. It seems that Netflix’s emphasis on character development and drama provides viewers with a fresh way to engage with sports like F1, expanding the fanbase beyond those who solely appreciate the competition between players and teams to include those captivated by the compelling narratives.

Netflix Experiments With Live Sports

When asked about live sports back in 2022, Netflix CEO Ted Sarandos remarked that “we’re not anti-sports, we’re just pro profit.” But the company’s shifting strategy suggests they now see live sports broadcasting as a lucrative endeavor. Just last year, Netflix held its first live sports event known as the Netflix Cup. This was a live crossover 8-round golf event featuring Formula 1 Drivers and professional golfers– both of which were linked to popular Netflix docuseries. Reviews were mixed: some fans loved the chaotic nature of golf racing, while others found it confusing. Netflix followed with a live exhibition match in Las Vegas between Rafael Nadal and Carlos Alcaraz, dubbing it the “Netflix Slam.” By choosing such high-profile tennis stars, Netflix went all-in on attracting more live sports fans to the platform.

The Future of Netflix Live Sports

Most recently, Netflix is gearing up to host its third live sports event: a boxing match featuring heavyweight champion Mike Tyson and YouTube influencer-turned-boxer Jake Paul. The bout, scheduled for July 20, will be live-streamed from AT&T Stadium in Arlington, Texas. This event stands out as a significant highlight of Netflix’s partnership with Most Valuable Promotions, the combat sports company co-founded by Paul and Nakisa Bidarian. While this marks only the third live-streamed sporting event for Netflix, it’s evident that the platform is aiming to craft a compelling narrative around this unexpected boxing match—pitting influencer against legend.

Additionally, Netflix is poised to become the home of WWE’s live pro wrestling show starting in January 2025, following a substantial $5 billion commitment over 10 years. Although this falls under the category of live streaming, Netflix owner Ted Sarandos hasn’t taken a definitive stance on the platform’s future plans for live streaming. Instead, he believes Netflix will continue investing in sports as long as it remains primarily focused on entertainment and aligns with the “sweet spot” of their sports business—emphasizing the drama inherent in sports.

Streaming live sports is a fiercely competitive arena. Netflix’s move toward live streaming could be interpreted as a strategy to diversify its content offerings and establish an additional revenue stream. This becomes especially crucial amidst heightened competition in the streaming market, prompting companies like Netflix to seek innovative ways to maintain their edge. While the future of Netflix’s live sports streaming strategy remains uncertain, one thing is clear: changes are underway, and this marks just the beginning.

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The Caitlin Clark Effect: Can the WNBA Sustain the Momentum?

Posted on March 4, 2024November 12, 2025 by Athelo Group

By Alyssa Turner

Athelo Group

Just last week, Iowa’s Caitlin Clark announced her commitment to enter the 2024 WNBA draft once this season comes to a close. Days later, Clark broke the record for most career points in NCCA history. After an absolutely scorching season and college career, the WNBA has the opportunity to capitalize and turn this momentum into a movement for women’s basketball – but can they sustain it?

The WNBA has struggled since its inception to garner support from fans, paling in comparison to its NBA counterpart. The NBA is a multi-billion dollar business while the WNBA remains in the low millions to this day. Viewership has massive disparities between the leagues. In 2023, the WNBA drew an average of 728K viewers during finals – an impressive stat considering its 36% increase over the previous year and 20-year-high record viewership overall. In contrast however, the NBA witnessed an average of 11.64M viewers. Despite incredible growth in recent years, the metrics simply do not come close.

But there is growth – an exponential shift taking place that could set the league on a path to greater success.

How the Caitlin Clark Effect Has Re-energized the WNBA

Leveraging the wave of support fans have built for star players like Clark and LSU’s Angel Reese (a duo that, together, blew records off the door with an astonishing 9.9M viewers tuning into their rival championship game) is the key to the future of the WNBA. Many talented women’s basketball players have similar stories – the rise up through their college teams, taking March Madness by storm, and winning NCAA Championships. Diana Taurasi, Sheryl Swoopes, Sue Bird, Lisa Leslie… the list could go on and on. The level of skill and ability to get a crowd off their feet is unmatched, but something different is happening with the latest generation.

Breaking Viewership Records and Brand Opportunities in Women’s Basketball

The excitement for these young women has blossomed in a way that we haven’t quite seen before. The 2024 Big Ten Tournament has sold out completely for the first time, ever, in anticipation of Caitlin Clark’s appearance in the tournament. This comes after a completely sold out 2023-2024 season for Iowa women’s basketball – another first of its kind stat for the school. Not only are they selling out, but the average prices for seats at one of Clark’s games skyrocketed, setting sales records all season. There is an evident shift in the appetite of fans to show up and show out for their star players – something that must be harnessed by the WNBA to sustain its success and continue to flourish.

Leveraging unique viewing opportunities and spotlighting exciting players through social media is certainly a piece of the puzzle. In anticipation of Clark’s recent game against Maryland, Fox tapped into its TikTok audience with the Caitlin Clark Cam – providing an experience for viewers unlike the typical game feed that resulted in viewership of over 800K people alone. Cross-collaboration is another: the recent NBA All-Star Weekend first of its kind 3-Point Challenge with Sabrina Ionescu vs. Stephen Curry put these fan favorites in a toe-to-toe match that eclipsed the dunk contest by a mile, causing a storm of media excitement.

What Teams, Sponsors & Agencies Must Do to Maintain the Momentum

In just six weeks the WNBA draft will prove a solid indicator of what’s ahead. With Caitlin Clark projected as the No. 1 pick by the Indiana Fever, ticket sales have already soared. Ticket website Vivid Seats estimates prices to double year-on-year with Clark on the squad. As for the WNBA, the league has a ways to go to catch up with NBA’s massive fan base and revenue. But armed with Clark and the next generation of female basketball stars, they’re definitely headed in the right direction.

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The World Cup Comes to North America: What to Expect in 2026

Posted on February 18, 2024November 18, 2024 by Athelo Group

By Blake Haboush

Athelo Group

For the first time in over 3 decades, the world’s most-viewed sporting event is coming to North America in 2026. The last time the World Cup touched American soil was in 1994 when the United States was the sole host. In just two years, however, the United States, Mexico, and Canada will act as joint hosts with games to be played and influence to be spread all throughout North America. The 2026 World Cup will showcase soccer on some of the largest and most modern stages, with matches taking place in renowned venues like AT&T Stadium in Dallas and cutting edge, grandiose venues such as SoFi Stadium in Los Angeles. For decades, soccer in the United States has been overshadowed by The Big 4 American sports, but hosting the 2026 FIFA World Cup finally presents it at the forefront. This tournament has the potential to inspire a whole new generation of young athletes to pick up a soccer ball, further cementing the game in American sporting culture for years to come.

The Host Cities

The 16 cities set to host matches represent the premier sports destinations across the United States, Mexico, and Canada. Mexico brings iconic soccer capitals like Mexico City, Guadalajara, and Monterrey to the table, while Canada offers up Vancouver and Toronto. The U.S. cities showcase soccer’s expansion into top-tier American sports markets, with massive stadiums in New York/New Jersey, Los Angeles, Dallas, Atlanta, and San Francisco on display. Emerging hotbeds like Seattle, with its 69,000-seat Lumen Field soccer stadium, Kansas City, home to the first soccer-specific stadium built in the U.S. in 2011, and Houston, whose MLS team draws over 15,000 fans per game, highlight soccer’s grassroots growth in infrastructure and fan support across the country. Other key metro areas include Boston, Philadelphia, and Miami. This blend of established soccer cities and untapped markets offers the perfect mix to bring the spectacle of the World Cup to all of North America.

The Final Destination

Earlier this month, FIFA announced a historic decision: the 2026 World Cup Final will be held at MetLife Stadium in East Rutherford, New Jersey, just outside the bright lights of New York City. This decision marked the first time the World Cup Final would be played in the New York metropolitan area. MetLife Stadium, home of the NFL’s New York Giants and New York Jets, seats over 80,000 fans and is full of state-of-the-art amenities such as luxury suites, Wi-Fi connectivity, and a variety of food and beverage options. Moreover, to meet FIFA regulations, MetLife Stadium will have to change their infamous artificial turf to natural grass. FIFA cited the New York region’s world-class facilities, transportation infrastructure, and experience hosting major sporting events as reasons for selecting MetLife Stadium.

Hosting the final in New Jersey positions the World Cup finale in one of the biggest media markets in the world. For traveling fans, MetLife’s proximity to New York City will combine attending the Final with visiting one of the most desired cities in the world, the Big Apple. The renowned sights and sounds of New York City will enhance the spectacle of the World Cup Final, leaving fans with memories of both the match and the electric atmosphere of the city. Traveling supporters can immerse themselves in New York City’s vibrant culture by exploring the famed museums, bustling shops, Broadway shows, and iconic architecture during their trip.

Future Impact

Co-hosted by the United States, Canada, and Mexico, The 2026 World Cup has the potential to greatly enhance the popularity and development of soccer in the United States. As the most-watched sporting event globally, hosting World Cup matches will introduce soccer to a vast American audience. With games held in large NFL stadiums across the U.S. filled with passionate fans and curious newcomers alike, the event promises an unparalleled experience of the world’s favorite sport at its pinnacle. This surge in attention could inspire more Americans, both young and old, to engage with soccer, fostering its growth and prosperity in the country. Major sponsors such as Visa, Adidas, and Qatar Airways have extended their support, amplifying the World Cup’s visibility in the coveted U.S. market.

Additionally, young American fans will have the chance to witness global superstars like Kylian Mbappe, Jude Bellingham, and Vinicius Jr. showcase their skills on American soil for the first time. Witnessing Mbappe’s speed and clinical finishing, Bellingham’s box-to-box dominance at midfield, and Vinicius’ artistry and dance moves up close will hook the next generation of athletes. Beyond their on-field prowess, the marketability and social media presence of these stars could encourage more young athletes to embrace soccer over traditional American sports. The domestic league, Major League Soccer, will also benefit from heightened interest and engagement, leading to increased revenue opportunities. This surge in interest should bolster youth development programs and club teams across the U.S. as more aspiring athletes are drawn to the allure of the beautiful game.

Looking past 2026, the effects of a North American World Cup could sustain for years to come. Beyond record American engagement, the competitiveness of U.S. national soccer teams should increase as well. Notably, as the host nation, the U.S Men’s National Team (USMNT) will receive an automatic bid to play in the 2026 World Cup. This gives the USMNT invaluable experience on the biggest global stage, as well as increased recognition and support from American fans. Whether you plan to watch from the stadium or from the couch, we can all look forward to an electric year for U.S. soccer in 2026. With world-class stadium infrastructure and elite competition on U.S. soil, there’s no doubt the World Cup will serve as a pivotal moment for soccer in America, further elevating the sport’s popularity and prominence.

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New Movement on the Ice: PWHL Skyrockets to Success

Posted on February 11, 2024November 18, 2024 by Athelo Group

By Caroline Potter

Athelo Group

Up until this year, there were no professional hockey leagues for females, a disparity greatly contributing to gender inequality within sports. As the growth of U.S. hockey skyrockets, a new all-female hockey league is finally underway. The first-of-its-kind Professional Women’s Hockey League (PWHL) kicked off its inaugural season on New Year’s Day with a matchup between Toronto and New York at Mattamy Athletic Centre, the former arena of the Toronto Maple Leafs. Tennis legend and women’s sport advocate Billie Jean King was in attendance for the ceremonial puck alongside over 2,500 excited fans. From its early success to widespread support, the PWHL has already reached unprecedented heights and shedding light on the importance of women’s sports in America.

Mapping Out the League

The PWHL features six teams with 3 in the United States and 3 in Canada. American teams include PWHL New York, Boston, and Minnesota, while the Canadian teams include PWHL Montreal, Toronto, and Ottawa. Each team’s respective cities already possess the infrastructure with established NHL teams and arenas. Games will take place in the men’s arenas, in addition to some junior and minor league venues.

Dodgers co-owner Mark Walter and his wife Kimbra bring the financial backing: they bought and dissolved the Premier Hockey Federation last year, using the new assets to launch the PWHL. Walter’s group claims the league’s creation will unify women’s hockey under one league, making the sport more viable and professional. With the support of the NHL behind them, the PWHL looks to secure long-term success with the expansion of additional franchises in the future.

Early Success

The PWHL’s season-opener drew 2.9M viewers in Canada alone and was the highest viewed sports program that day on TNT, CBC, and Sportsnet. Engagement spanned to streaming services as well, with the first several games garnering over 130K views on YouTube. The league has also inked broadcasting deals with Sportsnet and CBC/Radio-Canada, as well as more regional partnerships in the United States with Bally Sports North and MSG Networks. Easily-accessible PWHL game broadcasts are a win for league growth, as it allows for games to reach new audiences across North America.

Attendance records serve as another measure of early success and public interest. With each game, attendance figures soar, often surpassing previous records. Since the season began, total attendance has exceeded 100,000 fans, reflecting a growing enthusiasm among supporters. This surge in fan attendance has prompted the consideration of larger venues. For instance, the upcoming matchup between Toronto and Montreal is scheduled to be held at the 20,000-seat Scotiabank Arena, home of the Toronto Maple Leafs. The transition from smaller arenas to potentially filling NHL-sized venues underscores the undeniable success of this emerging professional women’s league.

Sponsorship Buzz

The sponsorships within the PWHL are certainly abundant, too. The premier partner of the PWHL is Air Canada, which serves as the official airline of the league. In addition, Air Canada reserves the right for intellectual property of the league, as well as jersey branding rights for PWHL Montreal. Other official sponsors jumping on board include Bauer, CCM Hockey, Discover, and UPS. Inking deals with Bauer and CCM Hockey, two of the most recognizable brands in all of hockey, indicates the female league’s backing on a commercial level. As for apparel and merchandise, the PWHL partnered with Line Change, a female-owned clothing brand. Line Change already has several partnerships within the NHL and AHL, and now they’re ready to hit the ground running with the PWHL. Co-founder of Line Change Julie Petry says it’s “synergistic” to work with a league who is promoting women’s hockey, and believes the goal of the PWHL is “perfectly aligned” with Line Change’s mission.

NHL All-Star Weekend

After this month’s NHL All-Star Weekend, several of PWHL’s star players gained even more attention as they participated in a 3-on-3 showcase. This is not the first time female players have been invited to participate in All-Star events– they’ve placed high in All-Star competitions like fastest skater and accuracy shooting. But this year’s 2024 All-Star game marks the first time women were given their own main event, and the players did not disappoint! Ottawa defender Savannah Harmon stole the show with a hat trick and two assists to lift her team to a 5-3 win. Harmon’s teammates celebrated her historic moment by throwing their gloves on the ice. Players all expressed their gratitude for the opportunity but mentioned their hunger for more. With a stage like this, the PWHL seized the moment to show off their impressive skills and their infectious passion for the game.

The surge in exposure and fan interest surrounding women’s hockey presents an exciting opportunity for the sport’s growth. Players like Hilary Knight, who gained fame through her impactful debut with Team USA, exemplify the immense potential within the league. Her partnerships with renowned brands like Nike, Chipotle, and Visa further signify the commercial viability of women’s hockey players and the commitment of industry stakeholders. With a trajectory mirroring that of women’s basketball and soccer, the future is bright for the league and its players. As the season progresses, we eagerly anticipate the rise of new stars, cementing women’s hockey’s place in the sporting landscape.

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Golf’s New Rollback Rule: Is it Really the Right Decision?

Posted on January 28, 2024March 19, 2025 by Athelo Group

By Jason Marino

Athelo Group

With massive changes underway in the golf world, last month’s rollback rule is one more element shaking up the game. It was recently confirmed that the USGA and R&A will enforce the infamous rollback rule for both PGA and LIV golfers in 2028, followed by a universal rollback for every golfer in 2030. The rollback rule, which poses new guidelines to regulatory golf balls, will render every ball in circulation to be non-conforming in just a few short years. Both governing bodies deemed modern distance dangerous for the sport, as courses have failed to keep up with longer hitters.

While leaving clubs alone for now, the golf ball has become the target of this investigation. After extensive testing, the results are in: modern swing conditions require a distance-restricted ball, forcing ball manufacturers to develop new technology. Both athletes and companies are up in arms over the change. With newfound distance being one of the sport’s most exciting aspects, the rollback rule has the potential to reduce viewership and consumer-brand loyalty.

Why Does Golf Need a Rollback?

Through technological and swing developments, driving distance has undoubtedly skyrocketed. Over the last 25 years, some golfers have gained over 30 yards in driving distance. Over the last decade, the number of PGA players who average upwards of 300-yard drives has increased nearly 8-fold. Between land and financial constraints, golf courses stand zero chance of resolving this distance concern. Augusta National, home of the famous Masters Tournament and widely coveted Green Jacket, spent roughly $25M to extend just one hole through the purchase of neighboring land. This decision came in an attempt to restore the famous hole’s arduous nature, as improved distance left players hitting mid-irons for their second shot on the par 5. Less prosperous courses, however, cannot endure similar reconstruction without facing potentially fatal financial blows.

Implications of the Rollback

With the future of golf in question, the USGA and R&A updated testing requirements in hopes of preserving the qualities of the game that have faded throughout recent years. Testing is carried out through a robot-controlled swing with an increased new standard speed of 125 mph. The ball’s spin rate has decreased alongside a slight increase in launch angle. The maximum travel distance for golf balls is capped at 317 yards, prompting ball manufacturers to create shorter-traveling balls. The expected effects on golfers include an average 10-yard loss for elite males, a 6-yard loss for elite females, a 4-yard loss for amateur males, and a 2-yard loss for amateur females. But what about outliers such as Bryson DeChambeau or Rory McIlroy who are known for their extraordinary driving capabilities? Taking away arguably the most impressive aspect of their game could devastate many fans and pose major issues to professional golf viewership.

How Might the Rollback Affect Athletes and Sponsors

Professional golf’s expansion hinges on factors like increased viewership and financial gains. The sport has recently experienced massive growth in several areas, especially with the creation of new leagues, content, and technology. As viewership spikes, so does revenue. But with setbacks like the rollback rule’s effect on driving distance, golf could experience decreased engagement and a potential strain on athlete and brand sponsorships. Major companies like Titleist and Callaway garner a substantial amount of their marketing from professional events. If their balls are used less, it could reduce their airtime and create space for competitors to increase their brand awareness. Everyday golfers might resist conforming to new rules, affecting manufacturers’ income and pushing some towards cheaper alternatives. This shift could impact major companies and lead to changes in sponsorships. Amid challenges, opportunities arise, such as professionals reconsidering the balls they play, reminiscent of Tiger Woods’ switch after leaving Nike.

While the effects of the rollback rule will not be seen for years to come, it brings light to an abundance of situations in which golf could fall victim. Will we see leading golf ball brands collapse? Will professionals stay loyal to their sponsorships? Everything is up in the air. However, one thing is for certain: the new rollback rule has left golf’s seemingly bright future somewhat blurry.

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How NBA Jerseys Are Boosting the Fan Experience

Posted on January 21, 2024November 19, 2024 by Athelo Group

By Jake Margolick

Athelo Group

When the NBA Jersey Patch Program was mentioned over a decade ago, deputy commissioner Adam Silver believed it would bring in a combined revenue of $100M across all 30 NBA teams. At first, fans feared this would merge the NBA with the corporate world. Critics drew comparisons to European soccer teams and worried brand placements would overshadow the team or city across the players’ chests. But sponsorship was nothing new within the sport: companies already sponsored basketball venues like the United Center, Barclays Center, and the Kia Center. It was only a matter of time before sponsored NBA jerseys became the new norm.

Teams and Sponsors Win Big

In the current NBA landscape, the program is projected to bring in over $250M annually, with innovation occurring year by year within jersey patch sponsorships. Last season, these sponsorships comprised nearly 15% of overall NBA sponsorship revenue, which netted a total $1.6B. And the benefits are mutual: companies with their logo on an NBA jersey win, too. They generate constant brand exposure to the millions of fans watching worldwide and earn opportunities to directly impact the fan experience at NBA games.

Fostering Fan Connections

The NBA first rolled out jersey patch sponsorships back in 2017, with two-thirds of teams joining this new-age marketing mechanism. Flash forward to this season, and fans will notice only three teams without them. Teams like the Orlando Magic and the Toronto Raptors have remained loyal to their sponsors for all seven seasons. Although teams may change sponsors, they typically stick with local brands and resonate with their fans and culture. For example, the Utah Jazz are in their first year of a jersey patch sponsorship deal with LiveView Technologies, a Utah-built and based national provider of innovative life safety and security technology. Ryan Smith, governor of the Utah Jazz, said, “We’re excited to feature the LVT logo on our jerseys and continue using that prominent space to celebrate the innovative, hard-working mindset that Utah is all about.” Sharing similar goals and mindsets is a key factor in developing a sports partnership, which is why LVT was a slam–dunk sponsorship fit for the Utah Jazz.

Netting Engagement Among Younger Audiences

NBA teams are also utilizing jersey patch sponsorships to cater to younger audiences. By appealing to younger age ranges, typically 18–32, these teams are building longevity for their brand. The Charlotte Hornets’ new jersey patch sponsorship with MrBeast’s snack brand, Feastables, exemplifies this tactic. The sponsorship signifies the first creator-led company to partner with an NBA franchise. With over 230M subscribers on Youtube– the most by an individual creator– MrBeast has made a substantial impact in the content creator space. Considering 77% of internet users 15–35 years old watch YouTube, there’s a high probability this demographic either consumes or is familiar with MrBeast’s content. With the increase in influencers on YouTube and other social media apps like TikTok and Instagram, the Hornets could be the first franchise of many to wade into influencer marketing. Sponsorships could become less about showcasing faceless brands and instead move to elevating the platforms of online creators. In this new era, we can expect to see more NBA teams follow suit by placing a special focus on how younger audiences identify with their sponsors. Capturing the next generation not only ensures that the NBA maintains its millions of viewers each season, but also increases the revenue within the Jersey Patch Program.

Innovative Tech in NBA Jerseys

As technology becomes more prominent in our lives, we are bound to see innovation within jersey sponsorships on and off the court. We have already seen this from the Indiana Pacers, whose jersey patch sponsor, Spokenote, debuted their QR Code feature this month. This allows Spokenote to deliver content from within a live game, showcasing their “digital sticky note” product. For the Phoenix Suns, their jersey patch sponsorship deal with PayPal will elevate the fan experience by offering innovative payment solutions at the arena as well as online. This new agreement at the beginning of 2023 includes a Jersey Giveback program, where a portion of proceeds from jersey sales will be donated to non-profit organizations in the Phoenix area. This not only benefits the team and its sponsor but also the local communities of these teams, showcasing technological innovation and sports sponsorship centered around fan engagement.

While NBA jersey sponsors were initially met with skepticism, they now give significant boost to team finances and the NBA at large. Across professional sports, partnerships are increasingly embraced by companies aiming to leave their mark on one of the world’s highest revenue-generating industries. In just seven years of jersey sponsorships, there has been tremendous growth. With more teams switching to tech, financial sponsors, and even entertainment entities like MSG’s Sphere, there is promising improvement in not only delivering live content to fans but also in the overall fan experience at NBA games.

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Teeing Off Tradition: The Bold Shift in Golf Apparel Brand Partnerships

Posted on January 14, 2024November 18, 2024 by Athelo Group

By Tanner Steffy

Athelo Group

The 2024 PGA Tour year kicked off at the Sentry Tournament of Champions at Kapalua. Familiar faces like Scottie Scheffler, Viktor Hovland, and Collin Morikawa are back in action. However, fan favorite Jon Rahm was not in the field this year as he shocked the golf world and made his transition to LIV Golf. Among the star-studded field at Kapalua were the current #6 ranked golfer in the world, Xander Schauffele, and former #1 golfer in the world and major champion Jason Day. But something was different about the golfers this time: Schauffele wasn’t wearing his typical Adidas outfits, and Day wasn’t representing his usual Nike apparel. As the tournament unfolded, it became evident that a significant shift was underway in the golf world, with top players like Schauffele and Day breaking away from their traditional sponsors and signaling a new era of golf apparel brand partnerships.

Xander Schauffele

One of the most popular golfers on the PGA tour right now, Xander Schauffele, will be teeing it up this year without the classic three stripes. After debuting on the tour in 2015, Schauffele signed with Adidas and has been very successful during his time on tour. Schauffele started the year at Kapalua in pursuit of another victorious year, but he was wearing Descente this time. Descente, a Japanese apparel company specializing in skiwear, is known for its functional beauty and cutting edge technology within sportswear. The brand was founded in 1935 but launched its very first golf apparel brand line just under ten years ago.

This year, Descente announced that Schauffele had agreed to a multi-year contract for golf wear, training wear, and accessories. Schauffele isn’t the only professional golfer to switch to Descente; Descente also sponsors former Masters champion Danny Willett. Descente has also dipped their toe into women’s professional golf, inking a contract with LPGA star Danielle Kang. Danielle was recently playing with a Descente crop-top hoodie on the course, signaling a new look for the LPGA. Schauffele will work closely with Descente’s product development team and looks to contribute to the company’s success.

Jason Day

Like Schauffele, Jason Day kicked off his new year at Kapalua, but it wasn’t with the iconic swoosh on his clothes. Since 2016, Day has been striping fairways and winning tournaments with Nike. Yet, on January 2nd, 2024, Malbon Golf announced on their social media that Jason Day would be their first professional golf ambassador, a move that shocked the golf world. Regarding the transition, Day explained he was tired of seeing the same outfits on everyone and sought a more forward-thinking golf fashion brand. In a recent interview, Day stated that being a Maldon ambassador “marks the opening of another door, allowing me to bring the same sense of relaxation and refine my personal style on the golf course as I do in the comfort of my home.” Malbon isn’t your traditional golf apparel company— they aim to inspire the youth by integrating golf apparel into their lifestyle wardrobe. Rather than the stereotypical golf uniform of dress pants and a polo, Maldon seeks a more casual approach. With Day as their ambassador, the brand has big plans to revolutionize how golfers present themselves on the course.

Tiger Woods and Nike

Tiger Woods and Nike are one of the most iconic brand partnerships of all time. Ever since Woods became a brand ambassador in 1996, the partnership has spanned countless advertisements and memorable moments in Tiger’s Sunday red. In fact, Nike was one of the few partners to stick with Tiger through all of his off-the-course drama. And their move paid off: Nike was also alongside him when he made one of the greatest comebacks of all time, winning the Masters Tournament at 43 in 2019. However, when Tiger appeared at the 2023 PNC Championship to compete with his son, Charlie Woods, he wore FootJoy golf shoes. When asked about his relationship with Nike, Tiger responded bluntly: “I’m still wearing their product.” As of right now, it’s all speculation, but there could be a chance the famous Tiger and Nike alliance could be coming to a close. As more and more golfers move towards new, dynamic apparel partnerships, it’s possible this Nike loyalist could make a move.

Future Implications

The recent shifts in apparel partnerships among professional golfers signal a potential transformation in the golf industry’s landscape. As top players like Xander Schauffele and Jason Day break away from established brands like Adidas and Nike, they pave the way for a more diverse market of apparel sponsors. The golf industry may see more players exploring unconventional collaborations and endorsing brands that align with their personal preferences, marking a departure from the conventional norms that have dominated the sport for decades. This shift could influence how golfers approach their brand image in the years to come.

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The Evolution of NIL Deals: Is There a Dark Side?

Posted on December 31, 2023August 4, 2026 by Athelo Group

By Jason Martini

Athelo Group

On July 1, 2021 the NCAA officially gave student athletes the NIL green light, allowing them to monetize their name, image, and likeness. Fast-forward to 2023, and student-athletes like Livvy Dunne and Bronny James are signing million dollar deals with mega brands like Nike, Under Armour, and Adidas. When NIL was first introduced, not many people could have predicted this high of an earning potential. While the evolution of NIL deals is a great financial opportunity for student athletes, the ruling also poses negative effects with athletes transferring for bigger deals and the increased risk of student-athlete exploitation.

Student Athletes Get Their Payday

The NCAA and member schools have financially benefited from student athletes for decades, and NIL finally gives student athletes a piece of the pie. Some of the deals that these student athletes are securing has the ability to change their families’ lives. Anthony Leal, a basketball player on the Indiana Hoosiers, was able to help his sister pay off her student loans because of the money earned from NIL deals. Athletes like Leal are finally getting a chance to capitalize on their personal brand’s popularity.

We’ve also seen college athletes profit from commercial appearances as part of their NIL deals. Caleb Williams, for example, appeared in a series of Wendy’s commercials where he stood on a podium and announced that he was “transferring to Wendy’s.” While Williams would not disclose the compensation amount, he did admit that payouts from NIL opportunities have “changed his life.” Iowa women’s basketball star, Caitlin Clark, has also benefited from these brand commercial opportunities. Clark was the first college athlete to sign with State Farm and has appeared in a series of commercials quipping their signature line: “like a good neighbor State Farm is there.” Clark said that her deal opens up other opportunities for female athletes and helps to grow the women’s game.

The Transfer Portal Problem

While NIL gives student-athletes more financial opportunities, not everyone is a beneficiary. Since NIL is now a factor in college recruitment, larger teams are using its appeal to lure elite level players in ways smaller schools can’t. We are seeing this most prevalent in college football as more and more players decide to transfer schools with more favorable NIL deals. When the transfer portal opened up this year, a total of 538 scholarship players entered the portal, which is an 18% increase from last year’s opening day. Top players in the portal attract interest from SEC, Big Ten, and ACC schools, which, due to their size and brand appeal, can provide more lucrative NIL deals. The evolution of NIL has favored major schools, giving them an edge in recruiting top talent and adversely affecting smaller schools that struggle to compete financially for players.

We are currently seeing this play out in real time with Cameron Ward’s transfer out of Washington State. The sought-after quarterback is predominately considering ACC, Big Ten, or SEC schools. During meetings with these schools, they’ve all emphasized the potential NIL earnings he could make by joining the squad. Miami is currently leading the race, but regardless of his choice, Ward is expected to secure a seven-figure NIL deal with his chosen school. While moves like these financially boost players and top football programs, they limit opportunities for smaller programs and emphasize money over the spirit of the game.

Risk of Exploitation

With newfound opportunities to profit from their name, image, and likeness, student athletes face a risk of exploitation due to their limited business knowledge. Given their youth and lack of expertise in contracts, caution is essential when dealing with brands or player representation groups. It’s disheartening to see college students potentially exploited, emphasizing the need for genuine concern for their well-being in these engagements.

This exact situation transpired last year when former Florida Gator Gervon Dexter signed an NIL deal with Big League Advance Fund II, agreeing to a payment of over $400K. The deal required him to pay 15% of his pre-taxed NFL earnings for the next 25 years. Dexter, drafted by the Chicago Bears, is now suing to void the agreement. His legal team cites violations of Florida’s NIL laws, lack of licensing in the state, and failure to notify the University of Florida within 72 hours. This case underscores the importance for all student athletes to be aware of potential negative situations that could impact their future.

While NIL is an undeniable financial asset for student athletes, the rule book is still being written. As we dive into the new year, we’ll see the structure of NIL continue to evolve. New regulations may come into play with NCAA’s recent proposal to allow schools to pay athletes in ways not directly tied to educational resources. The NCAA claims these new rules can help create a model for greater governance over NIL in the future. The proposed changes seem like good news for student athletes, but only time will tell if this developing structure works in their favor.

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Xander Schauffele

Jason Day

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The Transfer Portal Problem

Risk of Exploitation

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