athletes Archives - Page 9 of 12

Leveling the Field: Equal Opportunity in Women’s Sports Sponsorships

Posted on September 1, 2023August 4, 2026 by Athelo Group

By Alexis Hudson

Athelo Group

Over the past few years, we’ve seen female athletes dominate the sports industry with win after win. Our AG athletes have racked up amazing wins in 2023, including Zoe Benedetto’s success at the East Coast Surfing Championship and Brittany Weiss’ victory at the CrossFit Games with Team Invictus. But even as women continue to show their strength and success within the sports industry, there’s still a lack of opportunities for female athletes to generate sponsorships and brand deals. Too often, companies who use sports to market their product do not look to women first.

Why Women’s Sports Sponsorship Still Lags Behind

While 40% of U.S. athletes are female, women’s sports sponsorship comprised less than 1% of total sports sponsorships back in 2020. In addition, female athletes received a mere 2-4% of media coverage compared to male athletes. This lack of representation could be rooted in outdated gender stereotypes. Sponsorships for male athletes are primarily influenced by their strength, skill set, and popularity, rather than their alignment with conventional beauty norms. Conversely, female athletes often encounter greater challenges, as their appearance can sometimes receive more attention than their abilities.

Gender inequality in sports leagues has contributed to this disparity, too. Lack of media exposure compared to male teams and lower salaries work hand in hand to limit the sponsorship opportunities available to female athletes. Recently, the Women’s U.S. National Team decided to fight back, filing a groundbreaking equal pay lawsuit against the U.S. Soccer Federation. U.S. forward Alex Morgan explained that “as players, we deserve to be paid equally for our work, regardless of our gender.” Former team member Abby Wambach voiced her support, describing the monumental move as a “beacon of hope for women everywhere.” The lawsuit was settled for a record $24M just last year and continues to spark conversation regarding the obstacles women face in sports.

The Unique Value Proposition of Female Athletes for Brands

While the struggle for female athletes is far from over, there’s hope on the horizon. Increased media coverage in leagues like the WNBA and the National Women’s Soccer League has revealed the profitability within women’s sports sponsorships. With 84% of sports fans now interested in women’s sports, the time is ripe for brands to capture this growing audience. One unique draw is the inherent storytelling capacity of female athletes. While viewers are drawn to the game itself, they also feel a personal connection to the athletes and their stories. Brands like Buick capitalized on this connection during last year’s NCAA March Madness with their #SeeHerGreatness campaign. Each Buick ad featured a mini-documentary of a female athlete, showcasing her life achievements and inspiring others to overcome obstacles. The connections female athletes can create is motivating more brands to invest in stories inclusive to all demographics, not just the male sports fan.

Brands That Are Getting It Right

Brands are also finding success by weaving social activism into their partnerships with female athletes. Visa recently renewed their sponsorship with the U.S. Women’s National Team. In an effort towards inclusion and equality, Visa pledged 50% of their investment to programs supporting the team and other women’s soccer initiatives. This deal was a step forward for increasing support of women and closing the gap of injustice. Other brands including Nike, LPGA, Adobe, and Coca-Cola showed support by becoming a part of the Women’s Sports Club, an initiative dedicated to improving media investment in women’s sports. Adidas also took a stand against the lack of visibility for women by entering into the second phase of their “She Breaks Barriers” initiative, which included a film featuring female athletes and a call for their equal representation. Brands utilize these activism-based sponsorships as a way to boost their image, increase popularity, and bolster brand loyalty among women’s sports fans. It’s proven to be a profitable approach, as women’s sport fans are 25% more likely to buy a sponsor product than men’s.

How Brands, Leagues & Agencies Can Close the Gap

With this positive trend in women’s sports, it’s evident that overcoming obstacles in areas like sponsorships is becoming an achievable reality. As more attention is directed towards female athletes and their remarkable achievements, the barriers that once hindered sponsorship opportunities are slowly giving way to a new era of inclusivity and recognition. By continuing to foster support, challenging stereotypes, and promoting equitable representation, the future of women in sports looks brighter than ever before.

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The Unifying Power of Sports: From Lionel Messi to CrossFit

Posted on August 25, 2023August 4, 2026 by Athelo Group

By Madeline Lannigan

Athelo Group

In a world frequently divided by political, cultural, and geographical differences, sports stand out as a symbol of unity and camaraderie. Cheering fans, action-packed moments of competition, and the shared celebration of human achievement overcome barriers and foster connection. From the Olympic stage to a CrossFit gym, sports have the universal power to promote understanding and solidarity on a global scale.

Sports possess the unique ability to transcend language barriers and communicate shared emotions and values. When international athletes compete on the same stage, they are united by a common goal: to excel and showcase the pinnacle of human capability. Even in soccer’s English Premier League, where 63% of the athletes hail from foreign countries, athletic competition is their universal language. No matter where they are from, what language they speak, or what their values are, all countries are united on the field with the common goal of competition. Regardless of nationality, the pursuit of victory and the thrill of the game resonates worldwide.

As athletes and sports enthusiasts converge from various corners of the globe, they engage in a dynamic cultural exchange that enriches perspectives and broadens horizons. Sharing traditions, customs, and stories provides a platform for mutual respect and understanding among teams and fans. Sports can be used to promote cultural understanding because, despite differences, there is mutual respect and compassion for the dedication it takes to compete at the highest level. This was displayed recently among U.S. fans celebrating Lionel Messi’s transfer to Inter Miami. Americans took to the streets, waving Argentinian flags to welcome the player to the States. In a country where football is king, Inter-Miami saw their ticket sales surge 1700%. The Argentinian national’s move continues to bring greater cultural exchange to the United States as new American fans grow to appreciate soccer and the different cultures that comprise its rich history.

Athletes competing on the world stage often share a similar exchange. Last week, American sprinter Sha’Carri Richardson came from behind to clinch the world championship 100-meter title. Soon after her finish, she was greeted by two Jamaican opponents, Sherika Jackson and Shelly-Ann Frasier-Price. The two embraced Richardson and joked about their rivalry. Despite their different home countries, all three women bonded over the love and commitment they share for their sport. Through this mutual respect and understanding, athletes and countries foster relationships that bypass geographic and cultural barriers.

Sports have also long been recognized as a potent tool for diplomacy. High-profile international sporting events, such as the Olympics and the FIFA World Cup, often serve as a forum for nations to unite. These gatherings allow leaders to put aside political differences and focus on the spirit of friendly competition. Sports have even played a crucial role in mending relations and promoting peace between nations. During international conflict, sporting events often serve as symbolic gestures of goodwill and reconciliation. The “Ping-Pong Diplomacy” between the United States and China in the 1970s is a prime example of how sports can pave the way for diplomatic breakthroughs. Until the U.S. table tennis team traveled to China for the historic 1971 World Table Tennis Tournament, the U.S. had completely severed its relationship with the country. The successful trip ushered in a new era of domestic relations, improving diplomacy, goodwill, and understanding between the two countries for years to come.

Additionally, sports unite and amplify the voices of underrepresented and marginalized communities. Athletes from disadvantaged backgrounds often rise to prominence through sheer determination and talent, breaking down barriers and inspiring others. CrossFit athlete Dani Speegle exemplifies sports’ ability to uplift these marginalized groups. Just this year, Speegle embarked on a groundbreaking journey to Saudi Arabia, a country not commonly associated with women in sports. Speegle’s visit not only marked a significant step forward for gender inclusivity in Saudi Arabia but also symbolized the power of an individual to impact international perceptions. Saudi Arabia has been actively working to promote sports and physical activity, particularly among women, as part of its Vision 2030 initiative. However, cultural norms and stereotypes have posed challenges to these efforts. Dani Speegle’s visit to Saudi Arabia defied these stereotypes, offering a refreshing perspective on women’s athleticism and empowerment. As Speegle engaged in CrossFit demonstrations and training sessions with local women, she showcased her physical strength and shared her dedication, discipline, and determination. Her presence challenged preconceived notions and highlighted the potential of women in sports, inspiring a new generation of athletes in the process.

The impact of sports in bridging gaps between countries extends far beyond the present moment. The triumphs and struggles of athletes serve as inspirational narratives for future generations, motivating them to strive for excellence, embrace diversity, and work toward a more unified and understanding world. As young athletes look up to international sports icons such as Lionel Messi or Dani Speegle, they internalize the values of respect, perseverance, and cooperation that sports embody. In a world often marked by division and discord, there is comfort in knowing future generations will continue to have the power of sports to unite them.

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The Impact of Soccer in the US, and Its Continued Rise in Our Culture

Posted on August 14, 2023November 12, 2025 by Athelo Group

By Jack Bluestine

Athelo Group

Soccer has been steadily increasing its influence amongst the American public. This once-niche sport has made significant strides in capturing the attention and hearts of Americans. With events like the ongoing 2023 FIFA Women’s World Cup, the highly anticipated European friendlies on display, and the upcoming 2026 FIFA Men’s World Cup – set to take place right on American soil – the future of soccer in the US is shining brighter than ever before. As the world’s attention turns to the backdrop of many iconic American cities, there seems to be a yearning for a collective moment that will galvanize the nation’s enthusiasm for soccer, solidifying its place in our culture.

Soccer’s Cultural Moment in the U.S.: Why It’s Taking Root

Enter Lionel Messi. One of the most polarizing figures to ever step foot on the pitch, Messi’s arrival to the US to play for Inter Miami CF has revolutionized the way Americans will watch and interact with the world’s number one sport. The deal that helped coax Messi over from Europe will surely pay huge dividends in helping grow the MLS fanbase. Since he signed on, viewership has skyrocketed, attendance & jersey sales as well, and with MLS’ deal on Apple TV, it allows for 100+ other countries the ability to tune in and watch, substantially increasing the value of this deal overall. Technological advances such as the growth of social media and streaming platforms are creating new and easily accessible opportunities for Americans to indulge in the Messi mania. His impact has been seen early on with his debut for Inter Miami attracting a collection of high-profile celebrities such as Kim Kardashian, LeBron James, and Serena Williams. Attendance was well-worth the increased ticket price as Messi had a game-winning 94th-minute goal to secure the win. After the 2022 World Cup, the presence of soccer in the States is booming, creating growth amongst the biggest leagues in the US. With an icon like Messi as the face of the league, the MLS can begin to grow in many different avenues. This is a drastic change that no one in the early days of the MLS’ existence thought would occur.

How Soccer Is Expanding

What has always played second fiddle to the core four sports in America (NBA, NHL, MLB, NFL), the MLS has quietly grown and built its own unique empire within the US. After its initial rebranding in the early 2000s, the MLS changed directions to fit the styles of European soccer clubs worldwide. The US-based soccer clubs had names switched from the likes of the Miami Fusion and Tampa Bay Mutiny to more classic club names like NYC FC and Inter Miami CF. This switch helped further acclimate the US teams to the global standard of soccer worldwide. They also expanded the league overall, going from 10 to 29 teams, with plans to expand to 30 teams in 2025 – the hope being to eventually become a 32-team league. This expansion allows for the continued growth of soccer in cities across America, giving fans a new tie into the sport on a localized level. The MLS has made these numerous changes to keep pace within American sports culture, aiming to be seen in the same tier as the core four.

The impact that European teams and leagues have had on this growth can’t go unnoticed. This summer, America has witnessed some of the top European clubs across Europe come to the US and play in exhibition matches in front of American crowds. Clubs such as FC Barcelona, Real Madrid, Manchester United, Arsenal, and AC Milan have all taken part in the Soccer Champions Tour, to give a glimpse at the excitement of European competition in the US market. These efforts have paid off, with the average attendance of these matches being about 55,000. Real Madrid and FC Barcelona set an attendance record in late July. The match was held at AT&T Stadium in Dallas, Texas, with just over 82,000 fans, the record for the highest-attended El Clasico in US history. Progression has been tremendous this summer throughout the country, as people are all starting to take a serious look at the rise of soccer in the US.

The ongoing Women’s World Cup has also helped build and increase the exposure of soccer culture to the US. After the US Men’s team got knocked out in the Round of 16 in December, all eyes turned to the USWNT. With a third straight World Cup trophy on the line, a feat that had yet to be accomplished on both the women’s and men’s sides of the tournament, the hype for the women in 2023 was palpable. Headlined by stars such as Alex Morgan, Megan Rapinoe, and Julie Ertz, all looking to finish off their illustrious careers by adding another trophy for their home country into the books, this event held a lot of promise. Unfortunately, the USWNT was recently knocked out by Sweden in the round of 16, their first time not advancing to the quarterfinals – ever. This shocking exit so early in the World Cup, is drawing national attention to the USWNT again. Many have speculated if they are past their golden era and if a rebuild is needed in order to be back in the spotlight. Talks have begun on how the talent gap in women’s soccer has closed and there is a need to change to get back to global prominence.

The Commercial Face of U.S. Soccer

Outside of the negative press surrounding the USWNT’s unexpected exit, the highlights from this World Cup have created major buzz in American culture. The Women’s World Cup has provided many worthy stories which help to garner the attention of individuals outside of the typical soccer audience. Linda Caicedo of Columbia became the first soccer player (male or female) to score in three world cups in a calendar year. Despite inadequate funding from their federation, Jamaica’s team made it past the group stages for the first time, and Morocco has made headlines with defender Nouhaila Benzina being the first player to actively wear a hijab while competing at a senior-level global tournament. The celebration of and discussion around soccer is taking shape in America at unprecedented levels.

The Future Holds for Soccer in America

As many tournaments and events in the soccer world continue to commence on US soil over the next couple of years, especially the 2026 FIFA Men’s World Cup, the impact and importance of soccer in the US will only continue to grow. Messi has helped to pave the way for a global audience to be interested in the MLS, and the MLS followed by continuing their expansion and involvement in new communities. What is known as the world’s most popular sport outside of the States, soccer will continue its rapid growth in American culture. Five years from now, it is likely that MLS and soccer generally will be of the utmost importance in our society. It won’t take away from what the core four has built, but will add a completely new element to sports culture in the US. The love and compassion of clubs’ fan bases abroad will echo into America’s foundation for support of the game and the impact it will have on our society will be one that continues to enhance the rise of soccer culture in the US.

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The Real NFL Pros Don’t Wear Helmets

Posted on August 7, 2023November 18, 2024 by Athelo Group

By Claire Devine

Athelo Group

The NFL dominates the U.S. sports industry and is one of the most valuable sports organizations in the world. America’s love for the game feeds this power, but over the past six years, changes in the NFL’s marketing strategy have propelled success. An organization that was once fueled by older generations became an industry for everyone through social media and the NFL’s “helmets off” approach.

Looking back at early versions of Madden NFL, a football player always graced the cover wearing his shiny helmet and famous uniform. They were often shadowed, with dark backgrounds, and centered around the NFL logo. In 2018, the NFL hired Tim Ellis as their new Chief Marketing Officer, and up until that point, most of the NFL advertising and partnerships were marketed just like that Madden NFL cover. When Tim Ellis stepped in, he brought the NFL’s marketing strategy personality, humor, and emotion. Fast forward to Madden NFL 18 – the cover looks a little different. Tom Brady is holding his helmet staring intently. The keyword here: holding. Madden NFL 18 was the first of the series where the player on the cover was not wearing their helmet. Tim Ellis calls this the “helmets off” approach – a step towards reaching a younger fan base.

At the time of his entrance into the role, the NFL audience was dominated by people ages 35+. Ellis’ goal was to tap into and capture the younger audience. The players and faces of the NFL were necessary for this goal, showcasing personalities in a multitude of ways in an effort to grow the NFL community. Players were tasked with creating behind-the-scenes videos of game days, locker room activities, or anything else they could think of. The relaxed, personal vibe of these videos drew people in. Players started earning followings for their humor, personality, and hobbies – ultimately leading to more authentic partnership opportunities. The now-retired Rob Gronkowski is the gold example of how the “helmets off” approach benefits players. Gronkowski’s fan base soared once fans got to know the man under the helmet. With a now booming presence on TikTok and Instagram, he became a favorite of the younger generation and still exists as a face of football regardless of his retirement, appearing in commercials for Dunkin’, ESPN, FootLocker, and more. The “helmets off” approach allows players to create a personal brand that will last beyond the NFL.

It was clear that the changes Ellis made were working, but during and after the pandemic, his strategy brought the NFL’s numbers higher than ever. Since the year 2000, revenues have been on a steady incline with the exception of 2020. Despite a dramatic decrease of $3 billion in revenue to a yearly total of $12 billion due to the global pandemic, the “helmet’s off” approach and social media were key in the incredible climb to $17 billion in revenue in 2021. The NFL marketing and social media teams took this time to hone in on their “helmets off” approach and let the world see life inside of the NFL. The public was craving personal relationships and interactions and the NFL provided this experience across all platforms. This achieved Ellis’ goal of expanding, especially to a younger audience. A 2021 stat showed that of Snapchat Highlight viewers alone, 70% were aged 24 years or younger which was 38% more than the year prior. They also reached a larger audience on Instagram for Kickoff Sunday 2021 beating 2020 by 91%.

Tim Ellis and his introduction of the “helmet’s off” approach proved highly successful. At the end of 2022, the NFL saw a total revenue of $18 billion placing the organization $8 billion ahead of the MLB. If other sports organizations want to continue to grow as rapidly, and continuously, they should take their helmets off and pay attention to the playbook Tim Ellis is writing.

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The Refurbished US Open of Surfing

Posted on July 17, 2023November 18, 2024 by Athelo Group

By Tyler Cohen

Athelo Group

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

Wallex Headlines the Event

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

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

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

New Opportunities for the Fans

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

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

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

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

Leaving A Lasting Impact

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

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

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

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TGL: Golf’s Newest “IT” League

Posted on June 30, 2023November 18, 2024 by Athelo Group

By JT Mildenberger

Athelo Group

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

The First Teams

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

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

Broadcasting Details

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

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

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

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Major League Baseball Modernizing its Historic Game

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

By JT Mildenberger

Athelo Group

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

Pitch Clock

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

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

Shift Ban

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

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

Base Size

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

TV Ratings and Attendance

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

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

Sponsorship Opportunities

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

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

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

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Formula 1 US Expansion: Why F1 Is Growing in America

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

By Sophia Nadler

Athelo Group

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

Liberty Media Takes Over

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

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

Drive to Survive Hooks American Audiences

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

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

F1 Drivers Leverage Newfound U.S. Fame

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

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

American Brands Capitalize on Popularity of U.S. Races

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

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

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

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India is Taking the Sports World By Storm through Cricket

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

By Claire Brown

Athelo Group

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

Cricket

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

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

Women’s Cricket

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

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

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

American Investors

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

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

Sports Betting

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

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

Sportiqo

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

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

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

Sources:

If the Glass Slipper Fits: March Madness Cinderella Teams

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

By Meghan Gallary and Sophia Nadler

Athelo Group

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

The University of Miami Hurricanes

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

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

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

The Princeton University Tigers

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

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

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

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

Sources:

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