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Tag: NFL

Recovery for Athletes: Sports’ Newest MVP

Posted on by Athelo Group

By Jacqueline Callahan

Athelo Group

Recovery for athletes is no longer a luxury— it’s a necessity. Between new technology, smarter recovery tools, and the prioritization of holistic health, athletes have more tools than ever to protect their bodies and minds. 

In the past decade, there has been a growing understanding of what peak performance requires which has pushed both brands and athletes to further prioritize their wellness and recovery practices. 

This new rehabilitation standard is reflected through the extensive Fitness Recovery Services Market. As the demand for these services and products continue to grow, it is clear this industry is only beginning.

Quick Highlights

  • The global fitness recovery services market will reach a projected $26.8 billion by 2035, up from $8.3 billion in 2025.
  • The leading segment of the market is massage therapy & assisted stretch with a nearly 38% market share.
  • The global sports nutrition market, which includes sports drinks, bars, powders, and capsules, was valued over $66.27 billion in 2024 and is projected to reach over $138 billion in 2033.
  • Sports franchises like the Washington Commanders are investing over $25 million in recovery solutions, highlighting the growing priority placed on athlete recovery.
athlete stretching to recover

The Industry 

Society’s emphasis on holistic health has driven explosive growth in the sports recovery and nutrition markets. Everyday consumers are now prioritizing protein intake, hydration, and advanced recovery tools, while wellness trends push the sports industry to innovate and expand.

Professional teams are investing heavily in recovery, with many allocating multimillion-dollar budgets to state-of-the-art facilities. For example, the Washington Commanders spent $25 million on upgrades featuring cryotherapy, infrared saunas, and hyperbaric oxygen chambers to accelerate player rehabilitation.

Common equipment now includes percussion devices like Theraguns, shockwave and laser therapy machines, and compression boots. Over a third of training spaces in modern facilities are dedicated to recovery, reshaping athlete training protocols and extending career longevity.

In a high-stakes industry, on-field performance increasingly depends on off-field recovery practices. These investments not only reduce injury downtime but also influence sponsorships and partnerships in the booming recovery sector.

The Modern Athlete Toolkit 

Wearable technology has become a cornerstone of the sports recovery market, providing athletes with real-time data on training load, sleep, and recovery metrics. Popular devices like Oura Rings, Whoop bands, and Garmin watches enable precise monitoring, helping optimize rest and prevent overtraining.

Electronic recovery devices are also transforming post-workout routines, accelerating muscle repair through improved circulation and reduced inflammation. Cryotherapy chambers, compression systems, and percussive therapy tools like Theraguns are now staples, often replacing traditional ice baths and static stretching.

Nutrition is equally critical, with athletes relying on high-quality protein sources, hydration products, and targeted supplements to fuel recovery and performance. The booming demand has spurred innovation, giving pros and amateurs unprecedented options for daily nutritional support.

Standout brands like David Protein exemplify this growth—their bars deliver 28g of protein in just 150 calories, achieving explosive success with over $100 million in projected first-year revenue since launching in 2024. 

Wellness Shaping Performance 

As wellness continues to move to the forefront of sport, mental strength and recovery systems prove just as essential as physical training.

Mental performance strategies like visualization, focus training, and stress management are becoming core parts of an athlete’s routine. These tactics help athletes stay composed under pressure by giving them tools to stay mentally centered as challenges arise. 

The US Olympic Committee is leading this trend among major sports organizations by forming a team of 15 full-time mental performance coaches for their athletes. This dedicated team delivers significant results, enhancing mental health support and performance optimization across Team USA.

athlete drinking sports drink for recovery

The Future of Athlete Recovery and Wellness

As the sports world continues to evolve, it’s clear that athlete wellness is the new competitive edge for optimal performance. 

Brands like ARMRA are advancing this mission by creating products to rebuild health from the inside out. Athelo Group athletes Brisa Hennessy, Conor Daly, and Chandler Smith gravitate towards ARMRA as they continue to prioritize clean and trustworthy wellness solutions. 

The athletes who prioritize their recovery, nutrition, and mental strength aren’t just performing better– they’re building the longevity of their careers.

This shift presents a powerful opportunity for brands, teams, and support staff. In an industry defined by intense demands, investing in athlete wellness has become a strategic advantage.

How Leaders Like Carlie Irsay-Gordon are Breaking Barriers

Posted on by Athelo Group

By Zach Young

Athelo Group

Women are steadily reshaping leadership in professional sports. In roles once dominated by men, the industry is seeing female executives like Carlie Irsay-Gordon redefine success and inclusion from front offices to ownership suites. 

Irsay-Gordon, owner of the NFL’s Indianapolis Colts, has already transformed the franchise both on and off the field. Initially met with skepticism from NFL executives and surrounding media, her approach has since earned praise from players, coaches, and reporters alike. 

Irsay-Gordon represents a broader movement, one that is changing the perception of women in leadership and proving that positive influence in sports isn’t tied to gender.

Quick Highlights:

  • As of 2023, women held 24% of C-suite positions in the MLB. For the 2022/23 NBA season, women held 39% of senior management positions.
  • At least 12 of the 32 NFL teams count women as controlling and significantly active owners, making strides from the merely 7 teams reported in 2015. 
  • In 2022, 75% of WNBA CEO/President positions were held by women.
  • Companies in the top quartile for gender and ethnic diversity are 9% more likely to outperform, and those with gender-diverse boards are 27% more likely to outperform financially.

Carlie Irsay-Gordon: Redefining NFL Ownership

Carlie Irsay-Gordon didn’t earn early praise when she appeared on the Colts’ sidelines wearing a headset— critics saw it as overreach. She explained she was there to learn, not direct, and that curiosity has defined her leadership ever since.

Since taking a larger role in 2014, she’s emphasized mental health, family-first policies, and player engagement. Under her guidance, the Colts became one of the first NFL teams to add a full-time clinician. She launched Kicking The Stigma, a campaign that’s raised millions and pushed the NFL to talk openly about mental health.

Players describe her as empathetic and decisive, as someone who values accountability without losing humanity. Former Colt Stephon Gilmore summed it up for fans: “She’s the best. The Colts are in good hands.”

Kim Pegula: Strength in Buffalo

As the former co-owner and president of the NFL’s Buffalo Bills and NHL’s Sabres, Kim Pegula helped turn both franchises into models of organizational stability. She made history as the first woman to serve as president of both an NFL and NHL team and is known for her disciplined, data-driven decision making and commitment to community.

After suffering a serious health setback in 2022, the Bills organization rallied around her, and dedicated wins in her honor. Under Pegula’s leadership, the Bills’ value quadrupled since 2014, making them one of the NFL’s fastest-growing franchises in both performance and market value.

Jeanie Buss: Leading the Lakers Legacy

Shifting over to the NBA in Los Angeles, Jeanie Buss is a powerful example of resilience and success under immense pressure. As the first ever female controlling owner to win an NBA title, Buss has helped restore the Lakers’ legacy through her steady leadership and trust in players and staff.

She navigated many public disputes and high-profile transitions, including parting ways with her brother Jim Buss and hiring Rob Pelinka as GM, all while keeping the franchise on a championship path.

In 2020, Buss became one of the most visible and respected executives in sports, leading the Lakers to their 17th NBA title in the Orlando bubble. Beyond basketball, she has used her platform to champion gender equality and inclusive hiring practices. One way she does this is by personally investing in initiatives like the all-female wrestling league WOW (Women of Wrestling).

Women Across All Leagues

The shift towards increased female leadership moves beyond the NFL and NBA. In the MLB, Kim Ng made history as the first female general manager when she joined the Miami Marlins in 2020. By just three seasons, she guided the club to its first playoff appearance in 17 years.

In motorsports, Susie Wolff, the managing director of F1 Academy is driving change at the intersection of racing and representation, pushing for broader access and visibility for women in motorsports. 

And in soccer, executives like Becca Roux, executive director of the U.S. Women’s National Team Players Association, continue to advocate for pay equity and long-term sustainability within women’s sports, progress that is now influencing how male-dominated leagues operate.

f1 race track

Changing Perceptions and Cultural Impact

While many female leaders have earned respect over time, early criticism often underscores how gender biases continually persist in sports culture. Carlie Irsay-Gordon’s headset moment drew major skepticism, with one of the reasons solely being that she was a woman on the sidelines– a space that is primarily filled with men.

Yet over time, these same figures have changed the public opinion on authenticity, transparency, and performance. A study found that 68% of all U.S. sports fans, which includes both men and women, say they trust professional women athletes. And 58% of American sports fans who don’t watch any women’s sports trust female athletes. 

That credibility extends beyond the playing field. When women move into leadership roles, studies show that engagement rises, workplace satisfaction improves, and risk management is improved.

A New Era of Leadership

The presence of women like Irsay-Gordon, Pegula, Buss, and Ng signals something bigger than just female representation. They’re redefining team culture, fan engagement, and the business priorities of modern sports.

At Athelo Group, we believe leadership is strongest when it’s diverse and inclusive. Across professional sports, women are showing that success grows from respect, trust, and a unified vision.

Athletes Becoming Sports Analysts: The Post-Retirement Career Path

Posted on by Athelo Group

By Zach Young

Athelo Group

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

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

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

Quick Highlights:

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

The History

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

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

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

Authenticity and the Athlete Perspective

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

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

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

The Entertainment Factor

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

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

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

The Criticism

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

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

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

Athletes as Hosts Beyond Commentary

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

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

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

The Future of Athlete Media

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

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

Sports Sponsorship ROI: Why Brands Invest Billions in Athletics

Posted on by Athelo Group

By Jack Levine

Athelo Group

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

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

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

Quick Highlights

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

The Sports Sponsorship Evolution

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

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

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

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

Turning Athletes into Brand Storytellers

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

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

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

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

The NIL Revolution

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

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

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

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

athlete wearing nike shoes

The Power of Athlete Storytelling

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

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

The Rise of Behind-the-Scenes Content Like NFL Hard Knocks

Posted on by Athelo Group

By Charlotte Sheehan

Athelo Group

Early sports media focused almost exclusively on performance, leaving little room for the personal side of athletes. Today, social media and behind-the-scenes content like NFL Hard Knocks are shifting that dynamic. Stars like LeBron James and Naomi Osaka are using their platforms to discuss mental health and social issues, building deeper connections with fans. 

As fans demand more than just scores and stats, behind-the-scenes footage and shows offer an intimate look into athletes’ lives, helping break down the barriers between professional sports and their audiences. As technology has evolved, fans now expect more from the brands they follow, driving digital platforms to enter the sports industry.

Quick Highlights

  • Personal connection for fans, especially younger demographics, makes them more likely to support an athlete or team.
  • 70% of Gen Z fans keep up with social media posts and updates from their favorite teams.
  • Netflix’s “Drive to Survive” achieved over 90 million viewing hours for Season 5 during its first few months.
  • NFL Hard Knocks’ 2024 premiere smashed records, making it the most-watched premiere in the last 5 years.
  • The “Caitlin Clark effect” led to a $136 million sponsor media value in the 2024 WNBA regular season, driven by increased social media engagement and fan interest.
  • 31% of Gen Z sport fans want access to BTS content from athletes.
players on nfl hard knocks

The Shift in Sports Media

Sports media was dominated by companies like ESPN, CBS, and FOX, focusing primarily on broadcasting rights, interviews, and highlight reels, often overlooking athletes’ personalities and team operations. This surface-level coverage didn’t give fans insight into aspects like training, locker room culture, or travel.

For example, Pat McAfee, once a low-profile punter for the Indianapolis Colts, became a household name after joining ESPN. His radio show and takeover of College GameDay allows him to showcase his fun-loving personality, connecting with fans on a more personal level. His engaging presence increased viewership in the 18-to-24 demographic by 34% compared to the previous year.

As platforms like YouTube, Instagram, and X gained popularity, athletes and teams found new ways to connect directly with their fans. This shift has fueled a demand for continuous content, with fans now seeking more involvement and connection beyond just the games.

NFL Hard Knocks Peels Back the Curtain

Behind-the-scenes footage allows fans to peek inside the lives of their favorite teams, making them more than just figures on a screen. This access creates a level of intimacy that was previously unavailable, helping to build deeper connections.

The NFL has capitalized on this trend through its in-house content development with NFL Films, showcasing players in dramatic, inspiring ways using exclusive footage. The content creates a new connection point for fans, making them feel closer to the athletes.

The NFL’s Hard Knocks series has been a successful avenue for offering fans a closer look at teams throughout the season. Recently, the series expanded to include off-season and training camp coverage, providing a more comprehensive view of team dynamics. During the 2024 season, viewers got an inside look at the New York Giants’ decision-making process regarding star running back Saquon Barkley, a storyline that sparked widespread conversation among fans.

social media apps to follow nfl hard knocks content

Netflix and Formula 1 Draw New Audiences

Netflix broke into the live sports industry by broadcasting NFL/ NBA games and WWE’s Monday Night Raw, but initially lacked surrounding programming and storytelling. Formula 1, a major European sport, hadn’t gained significant traction in the United States until the league partnered with Netflix. To diversify their portfolios and tap into new fan bases, Netflix and F1 collaborated to create Drive to Survive.

Drive to Survive offers unprecedented access to drivers, managers, and team owners, providing fans with previously unavailable insights. The series has significantly expanded F1’s audience. Over 6.8 million viewers have tuned in globally, with 31% of the audience aged 18 to 29.

Viewers witness athletes navigating personal and professional challenges, from team politics to media scrutiny, deepening their connection to the sport. By showcasing intense rivalries and behind-the-scenes moments, the series drives loyalty among fans, enhancing their understanding of both the on-track action and off-track dynamics.

More Than The Game: Knowing The Ins And Outs

Due to social media’s popularity with younger audiences, sports teams have shifted focus to content beyond just the game. For example, 29 of the 32 NFL teams have joined TikTok. Each team averages 234,000 followers, highlighting widespread adoption and engagement across the league.

Several NFL teams, including the Los Angeles Chargers, use the platform to showcase roles that help athletes perform at their best. For example, the Chargers posted a video of their dietician preparing for game day, surprising fans with the behind-the-scenes look.

Other teams, like the Tampa Bay Buccaneers and New England Patriots, have followed suit. The Buccaneers highlighted the challenges of booking hotels for the team, while the Patriots gave fans an inside look at their equipment team’s preparations for a new player’s arrival.

@patriots

equipment gearing up for the new guys to arrive 🏈 #newengland #patriots #equipment #eq

♬ original sound – New England Patriots

When Athletes Become Influencers

Athletes are a powerful source of insider content, admired by fans eager to learn more about them. With the rise of social media, many athletes have embraced the role of influencers, using their platforms to build personal brands, connect with fans, and offer exclusive behind-the-scenes content.

Rugby star Ilhona Maher gained fame during the Paris Olympics with her relatable, empowering TikTok posts. Her social media presence helped her land a spot on Dancing with the Stars, and she’s now known for her authentic views on body image and the balance between strength and femininity.

While athletes often gain large followings based on their sports achievements, more are using social media to create exclusive content and connect with fans. Athlete influencers see a 3.9% engagement rate on Instagram, significantly higher than standard influencers. LSU gymnast Livvy Dunne, for example, has become a prominent figure despite gymnastics’ lower profile, sharing personal and athletic content to make herself more relatable to fans.

fans at a sports game

A New Future For Sports Fandom

Seeing athletes beyond the stat lines humanizes them, helping fans connect on a deeper level. More detailed and holistic coverage lets fans feel part of the team, enhancing the fan experience.

At Athelo Group, we specialize in storytelling that humanizes athletes, building personal brands and stronger fan connections. We highlight each athlete’s unique journey—like Chris Ruden, an elite powerlifter with Type 1 diabetes who uses his story to inspire others. We’ve helped him partner with brands like Eversense to strengthen his connection with his audience and make a positive impact.

The shift toward behind-the-scenes content reflects the changing nature of sports media. Simply covering the game isn’t enough anymore—fans want more insight into athletes’ lives and challenges. As the industry adapts, this deeper connection leads to greater fan engagement and loyalty.

NFL Pro Bowl Viewership Slumps, NHL’s Global Focus Strikes Gold

Posted on by Athelo Group

By Jake Martin

Athelo Group

This year, the NHL skipped its traditional All-Star Game, instead opting to feature a four-team tournament between Finland, Sweden, Canada, and the United States. Narratives surrounding the Trump Presidency’s economic and political relations with Canada propelled the recent Four Nations Face-Off into the limelight. The NHL, ESPN, and players capitalized on this moment, raising questions about the future of All-Star events across sports.

Quick Highlights

  • The NHL’s Four Nations Face-Off tournament between Finland, Sweden, Canada, and the United States drew 9.3 million U.S. viewers, becoming the most-watched non-Olympic hockey game ever.
  • The U.S.-Canada game saw a dramatic 3 fights in the first 9 seconds of play.
  • Players, coaches, and celebrities, including JJ Watt, praised the new format, suggesting it could shape the future of All-Star events.
  • The NFL’s Pro Bowl flag football contest saw a sharp 18% decline in viewership from the previous year, with only 4.7 million viewers tuning in.
  • The NBA’s reimagined All-Star Game attracted 4.7 million viewers, marking a 13% decline from the previous year and making it the second-least watched All-Star Game in NBA history.

Fan and Media Reactions to the Four Nations Face-Off 

The National Hockey League’s in-season tournament between the United States, Canada, Finland, and Sweden was an enormous success. Held during the traditional NHL All-Star break, the tournament was a bold departure from the norm. The risk the NHL took by announcing this shakeup at last year’s All-Star Game paid off big-time. 

The Four Nations Face-Off shattered records, attracting 9.3 million viewers and becoming the most-watched non-Olympic hockey game ever in the U.S. Beyond the impressive TV ratings, the event sparked a social media frenzy and ignited excitement for best-on-best hockey at the 2026 Winter Olympic Games.

The finale was an overtime thriller, capped with a Connor McDavid goal to win the tournament for Canada, 3-2. Jordan Binnington, the often-critiqued Canadian goalie of the St. Louis Blues, put on an epic display with several highlight saves in the third period and overtime.

“Man. What a game,” proclaimed NFL Hall of Fame Defensive End JJ Watt. Geopolitical drama, masterful social media promotion, and world-class hockey combined to catapult the NHL’s innovative new tournament to success.

Mixed Results for 2025’s NFL Pro Bowl and All-Star Games

In January, the NFL’s Pro Bowl Games saw record-low viewership as star players sat out and fan interest in the flag football contest remained low. Only 4.7 million viewers tuned in, marking an 18% decline from the previous year. The NBA’s All-Star Weekend, with its new tournament format, became the second least-watched game in the event’s history.

Although viewership for the NBA’s reimagined All-Star Game was down, the event thrived on social media, generating significant impressions and airtime for corporate partners like Emirates and FanDuel. This reflects a broader trend of creating short, engaging content aimed at Gen Z sports fans.

NBA fans and stars like Victor Wembanyama have suggested that a competition between American and international players could be “more purposeful” and inspire players to take “more pride in it.”

Growing the Game of Hockey

It’s no secret that the NHL has made it a mission to grow the game of hockey through the promotion of international competition. The league’s decision to replace the traditional All-Star Game with the Four Nations Face-Off exemplifies this strategy, bringing together elite players from Canada, the United States, Finland, and Sweden for a high-stakes mid-season tournament. 

This shift not only bolstered fan engagement but also strengthened hockey’s global appeal by showcasing top-tier talent in a competitive setting. The NHL’s renewed commitment to allow its players to participate in the Olympics further highlights its focus on international expansion.  By prioritizing meaningful international events, the NHL aims to cultivate a broader, more engaged fan base while elevating the sport’s global significance.

The growth of the NHL outside its familiar North American markets also presents the opportunity to grow its portfolio of corporate sponsors with global brands. Through its Premier Series and Global Series games played in nations across Europe and Asia, the NHL has secured partnerships with foreign brands such as Kaufland, Czechicehockey.tv, and Veikkaus.

The Shift Toward International Competition

The NFL and NBA have long recognized the importance of a global audience. The NFL’s international growth strategy targets untapped markets in Latin America and Europe, while the NBA’s global success has even influenced the NHL’s decision to allow athletes to compete in the Winter Olympics starting next year.

Given the decline in viewership for both the NFL Pro Bowl Games and NBA All-Star Weekend, should these leagues follow the NHL’s lead and replace their traditional weekend events with opportunities for international competition? This conversation is already taking place between NBA executives and NBC, and in the future, we could see a team of stars like Antetokounmpo, Wembanyama, Jokic, Doncic, and others compete against the best of the U.S.

The Future of the NFL Pro Bowl Games

In comparison to other North American leagues, the NFL has fewer international stars. Viewership for the NFL’s flag football contest continues to decline, and with players reluctant to participate in full-contact play, what does the future of the Pro Bowl Games hold? There’s optimism that the inclusion of flag football in the 2028 Los Angeles Olympics may boost the sport, potentially with star players like Tyreek Hill.

Despite the dip in interest, the NFL Pro Bowl Games’ skills challenges have seen stable viewership. These challenges may receive more focus in future Pro Bowl Weekends, providing engaging, clip-worthy moments for social media.

Future Sponsorship Implications

The growing global popularity of North American sports presents opportunities for leagues and teams to leverage international players, global series games, and social media to secure partnerships with foreign brands.

As fan interest in the Pro Bowl and All-Star Games’ main events declines, the focus shifts to amplifying social media content, driven by viral moments from skills competitions, player interactions, and media appearances. This year’s Super Bowl ads highlighted the power of authenticity, storytelling, humor, and athlete influence—traits that continue to generate the highest engagement and impact for sponsors.

At Athelo Group, we prioritize authenticity in our campaigns, leveraging athletes’ global reach to create content with international appeal and scale partnerships beyond U.S. markets.

Super Bowl LIX’s Main Event: The Commercials

Posted on by Athelo Group

By Charlotte Sheehan

Athelo Group

The Super Bowl is more than just the final NFL game of the season; it’s a cultural event that unites millions through music, sports, and entertainment. Brands pay big to secure a Super Bowl commercial spot, aiming to reach millions of viewers and make an impact on social media.

The match-up between the Kansas City Chiefs and Philadelphia Eagles might have been the least interesting part of this year’s Super Bowl as the Eagles dominated the Chiefs from start to finish. Instead, Kendrick Lamar’s halftime performance and the advertisements were the real entertainment for viewers this year.

Quick Highlights

  • The fee for a: 30 second slot in this year’s broadcast was an estimated 8 million dollars, an increase from 7 million dollars in the 2024 Super Bowl.
  • FOX sold around 51 minutes of advertisements.
  • Super Bowl LIX brought in a record 127.7 million US viewers, a 3% increase from last year and the second straight year that the audience for the Super Bowl has broken records.
  • 50 brands purchased a slot in this year’s Super Bowl with snack brands buying the most time, including Doritos, Häagen-Dazs, Lay’s, and more.
  • 11% of viewers watch the Super Bowl primarily for the commercials.

Top Commercials that Stole the Show

Coming in the top spot on USA Today’s Ad Meter is Budweiser and their classic commercial featuring Clydesdale horses. This year, the ad showed a young Clydesdale proving its worth by rolling a forgotten keg to the herd. The Budweiser commercials are normally a fan favorite as they lean on emotional sentiments and wholesome positioning.

Another commercial that struck an emotional chord was Lay’s ‘The Little Farmer,’ which showed a young girl raising a potato on her family farm. Set to the song ‘All I Want Is You,’ the ad highlights the role of farmers in American food production.

Super Bowl Ads that Didn’t Score

One of the least effective commercials came from OpenAI, the artificial intelligence company behind ChatGPT. In its first-ever ad, a series of pixels formed various scenes before revealing the brand, but it lacked a clear message or emotional appeal. It’s ironic that an AI company, often criticized for its lack of human connection, would produce an ad that felt similarly devoid of emotion.

Another misstep came from Robert Kraft, owner of the New England Patriots, and his foundation No Reason to Hate, which focuses on combatting anti-Semitism.

The commercial featured Tom Brady and Snoop Dogg humorously revealing what they ‘hate’ about each other, with a message about how we’re more alike than different. However, some viewers felt the message was diluted by Snoop Dogg’s past performance at President Trump’s inauguration, which led to mixed reactions.

Humor and Celebrities on Display

This year’s Super Bowl showcased a polarized social and political climate, pushing brands to capture attention without sparking controversy. To strike the right balance, many turned to humor and celebrity appearances to create lighthearted commercials.

Celebrities were everywhere, with stars like Ben Affleck for Dunkin’ Donuts, Eugene Levy for Little Caesars, and Nate Bargatze for DoorDash adding charm and humor to ads. Bud Light stood out, combining Post Malone, Shane Gillis, and Peyton Manning for a fun neighborhood block party vibe that resonated with viewers.

Humor has long been a Super Bowl staple, and when used correctly, it can leave a lasting, positive impact. Brands aimed to navigate this delicate balance, with varying success.

One fumble came from Coffee Mate’s cold foam ad, which featured a man’s tongue experiencing the product. While many found it off-putting, the resulting buzz on social media at least boosted brand awareness.

Super Bowl Commercials: What They Show About the State of Advertising

The current state of advertising combines a blend of old and new methods. While there’s still a place for heartwarming nostalgia, there’s also an increase in ads that push boundaries and tap into the latest trends. 

This year’s commercials reveal that the modern advertising world is about more than just selling a product; it’s about creating an experience, a conversation, and an emotional connection.

Advertisements reflect cultural ideas, shifts, and attitudes making the landscape dynamic and ever-changing. Last year, the big technological ads centered around sports betting and crypto while this year they are focused on artificial intelligence like OpenAI and Meta. 

As commercial prices rise, brands must create memorable ads that spark social media conversations for a lasting impact. Many release teasers before the game to turn a brief ad into a larger campaign. For example, Pringles released teaser videos featuring celebrities like Adam Brody and Nick Offerman, generating buzz and setting the stage for their full Super Bowl commercial.

As we look ahead to the next Super Bowl, it will be exciting to see how Super Bowl commercials evolve with new technologies like AI, virtual reality, and personalized content. The possibilities for creative marketing are endless.

Redefining Brand Partnerships: Authenticity, Storytelling, and Athlete Influence

Advertising is increasingly focused on organic partnerships that feature unique storytelling, fostering genuine relationships between brands, ambassadors, and their audiences. Gone are the days of simple product graphics—today’s consumers want to feel connected through real stories and shared experiences.

At Athelo Group, we prioritize authenticity in brand partnerships, working with athletes who genuinely use and enjoy the products they endorse. This approach helps brands resonate with their target audiences by showcasing relatable endorsements from figures they admire.

Athletes, too, are expanding their personal brands beyond sports. For example, Dani Speegle’s initiative, Girls Who Eat, empowers young women to view food as fuel rather than an adversary, drawing from her own struggles with insecurities and body image.

Storytelling, authenticity, and positivity are reshaping advertising, and they will continue to influence how brands connect with consumers in the future.

AI in Sports: How ESPN Is Leveraging Tech to Highlight Niche Sports

Posted on by Athelo Group

By Ariana Corrente

Athelo Group

The NFL recently partnered with Genius Sports, a data and technology company, to bring artificial intelligence to the forefront of sports broadcasting. With cloud technology and machine learning, broadcasts can now display real-time metrics and player trails directly on screen. AI in sports doesn’t end with major leagues, either. In recent years, AI has been transforming the entire sports media landscape, making it easier to cover sports with niche fan bases, like lacrosse and women’s soccer. For large networks like ESPN, AI helps them deliver timely, diverse content for fans of these less-publicized sports without stretching their resources.

ai in sports

AI-Powered Coverage for Niche Sports

ESPN has recently partnered with Microsoft to integrate AI into its coverage, allowing it to automate the creation of game recaps, highlights, and summaries in real time. By using machine learning to identify key plays and scoring moments, ESPN can generate instant updates without the need for manual editing. These updates are directly available on ESPN’s app, providing fans with quick access to scores, play-by-play recaps, and game highlights for leagues like the Premier Lacrosse League (PLL) and the National Women’s Soccer League (NWSL). 

AI has become essential for sports networks, helping to fill in coverage gaps as journalists are often stretched thin covering high-profile games in the NBA, NFL, or MLB. With AI handling the time-consuming tasks of summarizing and creating recaps, reporters are freed up to dive deeper into analysis and breaking news, ultimately enhancing the depth and quality of sports coverage.

ai in sports

Personalization and Accessibility

One of the most exciting benefits of AI integration at ESPN is the level of customization it provides for viewers. AI analyzes viewing habits, preferences, and even favorite teams to create a unique SportsCenter experience tailored to individual users. For instance, fans can receive personalized highlight reels or recap videos focusing on specific players, teams, or game moments they care about most. Additionally, ESPN’s AI-driven features include voice-narrated news segments, allowing fans to stay informed hands-free—a great option for commutes or multitasking. For accessibility, AI also generates closed captions and language-adaptive highlight reels, making it easier for fans with hearing impairments or language barriers to stay connected to the content they love.

The goal is to ensure that fans of all sports—even the more niche ones—receive timely, relevant updates that rival the coverage of mainstream sports. ESPN chairman Jimmy Pitaro emphasizes that AI is not just a tool for efficiency but a way to enhance the fan experience. He envisions AI as a bridge, offering personalized experiences like tailored highlight reels and interactive SportsCenter options that make every fan feel engaged, regardless of the sport they follow.

ai in sports

 Weighing the Impact on Journalism

Incorporating AI into sports media has certainly raised some concerns about the impact on jobs, especially after the controversy with Sports Illustrated using AI-generated articles. Initially, many journalists and readers were upset by the idea of automation replacing human writers, fearing it would diminish the quality of sports journalism. However, AI in sports media is intended to complement, not replace, human writers by automating repetitive tasks such as generating game summaries. This allows reporters to focus on more in-depth and nuanced coverage, such as analysis and breaking news, while AI fills in the gaps. As this technology continues to evolve, the balance between efficiency and maintaining human storytelling remains a central ethical consideration in the industry.

ai in sports

The Future of AI in Sports Media

With AI tools enhancing sports media, sports like lacrosse and women’s soccer now have greater opportunities to connect with new audiences. As this technology advances, we can expect even more personalized and inclusive fan experiences. For journalists, AI offers the chance to prioritize impactful storytelling over routine tasks. Looking ahead, AI’s role in reshaping sports media will continue to grow, ensuring that every sport gets the attention it deserves and that fans, no matter their interest, stay engaged. The future of sports coverage is evolving—are we ready for it?

Sources:

  1. https://www.poynter.org/commentary/2024/espn-artificial-intelligence-pll-nwsl-coverage/
    https://www.sportspromedia.com/insights/features/sports-broadcasting-artificial-intelligence-production-content/
  2. https://www.espnfrontrow.com/2024/09/enhancing-espns-game-recaps-for-underserved-sports-using-ai/
  3. https://www.espn.com/pll/story/_/id/41101353/whipsnakes-edge-outlaws-11-10-pll-quarterfinal-thriller 
  4. https://www.sportspromedia.com/insights/features/sports-broadcasting-artificial-intelligence-production-content/
  5. https://www.pbs.org/newshour/economy/sports-illustrated-found-publishing-ai-generated-stories-photos-and-authors

Game Changers: The Powerful Role of Women in Sports Today

Posted on by Athelo Group

By Ariana Corrente

Athelo Group

In recent years, women in sports have taken center stage, not only on the field but in leadership, media, and governance. This shift is evident in major events like the 2023 FIFA Women’s World Cup, which set a viewership record with nearly 2B global viewers, and the Paris 2024 Olympics, which will feature gender-equal medal events for the first time. These milestones underscore the growing influence of women in sports and the increased visibility they’re receiving globally. From football to leadership programs, women are leading the charge and inspiring the next generation to reach new heights. 

Shaping the Future of Football

Football has long been a male-dominated sport, but that’s changing rapidly. According to a recent Front Office Sports feature, women are driving progress both on and off the field. From coaching to team management, roles once seen as inaccessible are now being filled by women. For example, the NFL has seen a 38% increase in women in front-office positions since 2019, a major step forward in diversifying leadership in football.

Sam Rapoport, the NFL’s Senior Director of Diversity, remarked, “We are at the forefront of change and innovation in football. The contributions of women have broadened the horizons of the sport.” This transformation is opening doors for young girls to not only aspire to be athletes but also to pursue careers in football administration, coaching, and executive roles. Women like Katie Sowers, the NFL’s first openly gay female coach, and others who are breaking into traditionally male spaces are proving that there are no limits to what can be achieved in the world of sports. Their influence is not only inspiring future generations but is also expanding the scope and future of football itself​.

women in sports

The Power of Representation

The recent Girls on the Run Women in Sports Summit featured a powerful panel focused on the importance of representation in sports. Female athletes and industry leaders shared personal stories of overcoming obstacles and achieving success. One standout speaker was five-time Olympic swimmer Dara Torres, who highlighted the importance of visibility: “You can’t be what you can’t see. It’s vital for young girls to see women in positions of power in sports.” Her words reflect the growing recognition that female role models are key to inspiring future generations.

Research presented at the summit underscored this idea, revealing that 94% of women in C-suite executive roles participated in sports at some point in their lives. This data illustrates a clear link between athletic involvement and professional success, suggesting that early engagement in sports can foster skills like leadership, teamwork, and resilience. Representation matters not just on the field, but in every aspect of life, as it shows young girls they can aspire to leadership and greatness in any arena.

women in sports

Youth Sports: Building Leadership and Confidence

A recent study by the Women’s Sports Foundation, When Girls Play, We All Win, shows that youth sports play a critical role in shaping future female leaders. The study found that 74% of women in top leadership positions credit sports with helping them develop leadership skills. Girls who engage in sports are more likely to have higher confidence, self-esteem, and ambition, which can pave the way for success in various fields.

Stephanie Adams, CEO of the Women’s Sports Foundation, emphasized the broader benefits of sports for young girls, saying, “It’s not just about physical activity—it’s about setting them up for success in all areas of life.” The study also revealed that girls who play sports are more likely to stay in school, avoid risky behaviors, and enjoy better mental health. These individual benefits contribute to a positive ripple effect, as communities and industries thrive when women take on leadership roles​.

women in sports

A Future Powered by Women

Whether through football, sports panels, or youth programs, women are leading the charge in transforming the sports world. As barriers are broken down, we are witnessing a more inclusive and inspiring future—one where young girls know they can succeed in any field. Women in sports aren’t just participating; they’re changing the game for the better.

With a 38% increase in women in NFL front offices and clear evidence that sports backgrounds shape future female leaders, the message is undeniable: when women lead in sports, everyone benefits. This growing representation is paving the way for a stronger, more equitable sports industry​.

Sources:

  1. https://www.womenssportsfoundation.org/
  2. https://frontofficesports.com/video/the-women-fueling-the-future-of-football/
  3. https://www.girlsontherun.org/blog/women-in-sports-summit-panel/
  4. https://www.prnewswire.com/news-releases/new-womens-sports-foundation-research-proves-youth-sports-fuel-womens-leadership-when-girls-play-we-all-win-302243796.html

NFL Media Blitz: Balancing Global Growth with Fans’ Rising Costs

Posted on by Athelo Group

By Matthew Markowitz

Athelo Group

After securing major broadcast deals with Disney, NBC, and Amazon through 2035, the NFL is poised for an unprecedented media strategy. These agreements aim to capture every market and demographic nationwide while expanding the league’s global presence. However, despite partnerships with some of the biggest media companies, fans are raising concerns about one key issue: the rising cost of watching NFL games. As the league spreads its broadcasts across multiple NFL streaming platforms and other outlets to fulfill these contracts, access costs have skyrocketed.

In addition to expanding its presence in America, the NFL is set to host games in Brazil, Germany, and England as part of its international growth strategy. These games will not only boost revenue but also elevate the league’s global stature. However, the increased fragmentation of streaming platforms has left fans worried. According to Market Watch, it could cost viewers over $1,700 to watch the entire NFL season, as they’ll need to subscribe to up to seven different platforms. While the NFL’s massive popularity gives it leverage to profit from every angle, fans are now left to decide whether the price is worth it.

nfl streaming platforms

NFL Partners With Media Giants

The NFL’s long-term deals with Disney (including ESPN and ABC), NBC, and Amazon highlight the league’s focus on maximizing media exposure. Disney will air Monday Night Football across both cable and its streaming platform, ESPN+. NBC will maintain its long-standing Sunday Night Football coverage, still one of the most-watched primetime shows in the U.S., while also streaming on Peacock. Meanwhile, Amazon has secured exclusive rights to Thursday Night Football, signaling a move toward streaming-first experiences.

These deals ensure that the NFL has a presence on traditional television while also tapping into NFL streaming platforms, allowing the league to reach audiences on all platforms. This media blitz positions the NFL to cater to both older fans accustomed to cable TV and younger viewers who prefer streaming.

nfl streaming platforms

Global Expansion

In recent years, the NFL has ramped up efforts to expand its international reach, and the 2024 season is no exception. With games scheduled in Brazil, Germany, and England, the NFL is taking its global presence to the next level. This strategic move aims to tap into international markets, engage new fanbases, and increase the sport’s overall valuation.

In the UK, the NFL has already built a strong following, with the London games becoming a fixture on its calendar. Germany, a newer market for the league, has shown high demand, with tickets for upcoming games selling out in record time. Meanwhile, Brazil represents an untapped but promising market where the NFL hopes to grow a fanbase eager for American football. The success of these games will further expand the NFL’s international appeal and boost its global revenues.

nfl streaming platforms

Sponsors Taking Advantage

As the NFL continues to expand both domestically and globally, sponsors are keen to capitalize on the league’s vast audience. The NFL’s appeal is undeniable, drawing millions of fans from diverse demographics. Major brands such as Nike, PepsiCo, and Verizon have long-standing partnerships with the NFL, and with the league expanding its media coverage and international footprint, these companies are eager to strengthen their presence.

Sponsors are capitalizing on the NFL’s extensive media deals to connect with consumers across various platforms and markets. From in-game ads to integrated brand experiences on NFL streaming platforms, companies are finding new ways to engage fans at every touchpoint. Toyota, the NFL’s automotive sponsor, has launched a season-long campaign showcasing its role in football nationwide. The campaign features stars like Eli Manning, Brock Purdy, and Puka Nacua. This is especially important as the NFL expands internationally, offering sponsors new opportunities to reach global audiences. These partnerships not only boost brand visibility but also generate significant revenue for both the NFL and its sponsors.

nfl streaming platforms

Implications for Fans Worldwide

While the NFL’s expansion and media deals offer plenty of growth opportunities, fans are facing rising challenges, especially with costs. This issue isn’t limited to the U.S.—international fans are encountering similar difficulties. Although the NFL’s push to bring live games to new markets is exciting, fans in those regions may struggle to access full NFL content due to platform restrictions, blackout rules, or steep subscription fees.

The NFL must address these concerns if it wants to keep its loyal fanbase while pursuing aggressive expansion. Gone are the days when fans could tune in to a single network for coverage. Balancing profit with accessibility will be more important than ever as the league seeks to capture new markets without alienating its core audience.

Sources:

  1. https://pressroom.toyota.com/toyota-delivers-star-packed-nfl-campaign-that-invites-fans-to-roll-deep-together-all-season-long/
  2. https://www.cnbc.com/2024/09/04/nfl-media-rights-media-landscape.html 
  3. https://www.marketwatch.com/story/want-to-watch-every-nfl-game-this-season-its-going-to-cost-you-nearly-2-500-31c4d300 
  4. https://www.nfl.com/international/international-games 
  5. https://www.hbs.edu/faculty/Pages/item.aspx?num=62434 
  6. https://www.forbes.com/sites/mikeozanian/2023/08/30/why-the-nfl-could-reap-more-than-126-billion-in-tv-money-by-2033/ 
  7. https://www.nbcsports.com/nfl/profootballtalk/rumor-mill/news/espn-nfl-network-are-believed-to-be-closing-in-on-a-deal 

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