Sports Marketing Archives - Page 10 of 15

The Winning Playbook: Securing Success in Sports Influencer Marketing Strategy

Posted on November 26, 2023November 18, 2024 by Athelo Group

By Alexis Hudson

Athelo Group

With the influencer marketing industry expected to top $21B by the end of 2023, we’re seeing more and more athletes get in on the action. In fact, the sports vertical’s presence in the influencer space has grown three times in the past year alone! AG athletes like lacrosse star Alex Aust and CrossFit powerhouse Dani Speegle are actively showing us how it’s done by blending athleticism with an influencer charm that fosters relationships and captures audiences. It’s clear that at the exciting intersection of sports and influencer marketing, nailing long-term success means establishing authenticity, fostering engagement, and connecting consumers with a personal brand. As a result of these efforts, brands and athletes can unlock the full potential of sports influencer marketing strategy.

Authenticity

Authenticity in content creation within the sports landscape is essential to foster compelling storytelling. Athletes-turned-influencers embrace this authenticity by sharing the highs and lows of their journeys, exposing vulnerabilities, and presenting a multifaceted view of their lives that shares their unique identity. Simone Biles is an excellent example of an athlete that has shared her vulnerabilities. Biles has a huge social media platform, with 1.7M followers on Twitter alone. Over the years, she has used her platform to take a stand and enact change. In 2021, she spoke out to stop the governing body of USA Gymnastics from turning a blind eye to sexual assault allegations. Biles’ courage captivated her audience and helped cultivate a lucrative brand partnership with Athleta. Her transparency illustrates the human behind the athlete—a relatable figure navigating challenges, celebrating victories, and embodying resilience.

Another athlete to utilize authenticity is Baron Davis. After a career-ending injury left him wheelchair-bound and in chronic pain, Davis decided to dress up as “Black Santa” for Halloween. Based on the reaction he received from fans, he created The Black Santa Company in 2015. His media empire has dedicated itself to celebrating diversity in storytelling content ever since. Initiatives like Davis’ show how influencer authenticity builds trust and credibility with audiences. When people feel that an influencer is genuine, they are more likely to engage with their content and see them as a reliable source.

Impactful Partnerships

When brands team up with athlete-influencers, they also seek authenticity in their partnerships. By investing in genuine, enduring relationships, brands bank on winning the sustained loyalty of their consumer base. Under Armour, for example, partnered long-term with Steph Curry back in 2013. Curry explained to his fans that “Under Armour bet on me, and I bet on them.” The partnership is rooted in authenticity and impact with an underlying goal to fund community initiatives that boost opportunity, access, and equity for the next generation of athletes. Brands like Under Armour that invest time and resources into nurturing these relationships often reap the rewards of consistent collaborations that evolve over time.

In a similar fashion, Nike partnered with French basketball star, Rudy Gobert. Together, they spearheaded a new basketball court in Paris Levallois-Perret and created a space that offers academic support in disciplines such as writing, music, community outreach, and athletic development. Dedicated investments like these not only ensure a steady stream of engaging content but also build a foundation for long-lasting, meaningful partnership in the ever-changing world of sports influencer marketing.

Diversification

Long-term success in sports influencer marketing also thrives on cross-market diversification. Brands often choose a diversification strategy either to reach niches within their industry or to extend operations into new markets. Red Bull and GoPro employed this strategy in 2016 to diversify partnerships across a spectrum of influencers, each with their own unique reach and audience. Netting audiences in two different verticals, Red Bull and GoPro could impact both the action sports and energy drink space. This strategy not only broadens brand exposure but also taps into various niches within the sports landscape, allowing for a more comprehensive and diverse engagement with audiences.

Measuring Results

After employing an influencer marketing strategy like diversification, it’s critical to measure efficacy. Beyond social media likes and shares, analyzing metrics like engagement rates, audience demographics, sentiment, and conversion offers a comprehensive understanding of campaign impact. These metrics reveal audience response, highlighting what resonates and what doesn’t. By dissecting these data points, brands learn how to better refine future campaigns and how to best select sports influencers.

Ultimately, success in sports influencer marketing is not always a clear-cut playbook. Every athlete has a unique personal brand with an audience to match, but it’s the impact and authenticity of their brand partnerships that truly resonate with audiences. As the sports influencer marketing space continues to expand, we can look forward to the exciting new partnerships and figures that are sure to emerge in 2024.

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Sports Technology Evolution: How Innovation Is Changing the Game

Posted on November 20, 2023December 3, 2025 by Athelo Group

By Madeline Lannigan

Athelo Group

In the dynamic realm of sports, where every second counts and every move can make or break a victory, the fusion of technology and athleticism has given rise to a revolution like never before. Now more than ever there is a fascinating intersection of sports and technology that is reshaping the landscapes of sports equipment, sports data, and athlete health. From sports gear innovations that push the boundaries of performance to data-driven analytics that unveil the intricacies of an athlete’s every move, we are witnessing an era where technology is not merely a spectator but an active player in the game. Many athletes like Alex Aust and Marcus Holman have bought into the technology and have seen incredible results in their performance and overall sports advancement.

Redefining Equipment, Materials & Performance

One of the most significant areas of technological advancement in sports is at the material level. Innovations in this field have given rise to lighter and more durable materials like carbon fiber and advanced polymers. This shift has notably impacted sports equipment from tennis rackets to golf clubs and helmets. The Paddletek Tempest Wave Pro Pickleball Paddle, for example, represents the advancement of material technology in paddle sports to reduce weight and increase performance. Material advancements also extend to the safety of athletes. In recent years, the design of football helmets has evolved to prevent life-altering head injuries. Energy-absorbent liners made of polystyrene and dual-density foams help mitigate the impact of hits. 3-D printing innovations help give players a customized, safer fit. The incorporation of slip-plane technology allows for the helmet’s shell to slightly rotate, addressing nonlinear impact.

Wearables, Analytics & Real-Time Athlete Monitoring

Like material technology, advancements in wearable devices have also revolutionized athlete performance and longevity. Wearable devices help athletes better monitor their physiological metrics by tracking factors like heart rate, sleep patterns, and physical activity. Gathering this invaluable data allows athletes to be more in tune with their bodies during training, optimizing performance on and off the field. The real-time insights these wearables offer empower athletes to make informed decisions about their performance, contributing to improved training and injury prevention. Products like the Whoop Band work off the field, tracking the sleep and recovery times of athletes to optimize their performance. On the field, hundreds of professional soccer clubs use devices from brands like STATSports to measure actionable insights in real time. Worn under a vest, a STATSports device utilizes a GPS, accelerometer, gyroscope, and magnetometer to gather 600 data points at once. As a result, the information provided can help prevent non-contact injuries and thwart physical overload. Paired with machine learning algorithms, devices like these can also predict outcomes and recommend strategic changes, giving coaches and players a competitive edge and enhancing overall team performance.

Integrity, Fair Play & Technology Safeguards

Technology has also become a guardian of fair play in sports. Employing advanced testing methods such as mass spectrometry and blood profiling helps detect doping. This aids in upholding the principles of fair competition, which have frequently been questioned, particularly in the international athletic field. Moreover, blockchain technology helps to decentralize information, securing the integrity of sports data and ensuring that records and results remain tamper-proof. These measures protect the game’s sanctity and foster a culture of fair play, ensuring that athletes’ hard work is rewarded.

Ensuring that athletes are able to consistently perform their best and avoid career-ending injuries is one of the most impactful uses of sports technology. A particularly impactful application of technology in sports is the Q-Collar, a collaboration between lacrosse stars Marcus Holman and Alex Aust. The Q-Collar aims to shield the brain from the damage caused by repetitive head impacts. Research indicates that athletes not using the Q-Collar were three times more likely to experience significant changes in their brain tissue. This partnership underscores the potential of technology to prioritize athlete well-being and ensure a safer playing experience.

The Future of Sports Technology & Industry Impact

As technology advances, its pervasive influence on sports becomes increasingly evident. From reshaping equipment materials to enhancing athlete monitoring analytics and maintaining fair play, technology is undeniably changing the game. The future promises even more exciting innovations, further blurring the lines between sports and cutting-edge technology. Here at Athelo Group, we can’t wait to see what comes next.

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MLB Pitch Clock & NFL Global Games: How Leagues Adapt for Fans

Posted on November 12, 2023December 3, 2025 by Athelo Group

By Grant Babytasky

Athelo Group

It seems in an age where entertainment is always at our fingertips, U.S. professional sports leagues are under more pressure than ever to capture the attention of new audiences and cater to fans. As a result, leagues like the NBA, NFL, MLB, and NHL have all taken steps to attract new fans, create a more exciting game experience, and increase audiences abroad. From MLB rule changes to international NFL games, let’s break down some of the biggest shifts in recent years and how it has directly affected U.S. professional sports and their fans.

How Fan Engagement Drove MLB’s Evolution

MLB’s pitch clock implementation is one of the most widely-discussed enhancements to occur in sports this year, and it’s quickly creating positive results. Back in the 2010s, MLB was facing a 7% decline in attendance per-game. Heading into the next decade, MLB knew something had to be done to right the ship. A big complaint amongst MLB fans was that the games were too long and oftentimes boring. In response to the criticism, the league implemented a pitch clock to speed up game play. This strategy was an immediate success as the MLB saw a nearly 10% increase in attendance from the 2022 season to the 2023 regular season. In addition, MLB regional sports networks saw a 7% increase in ratings and the games were on average quicker by 30 minutes. The league’s revenue also soared, with MLB estimating a $500M increase as a result of its implementation. The NFL and NBA have taken similar approaches as well. The NFL, for example, added rules to better protect receivers and quarterbacks that result in more exciting offensive play for fans. The NBA added a play-in tournament before playoffs and made small tweaks to improve flow of play.

In another effort to capture new audiences and evolve with changing times, American sports leagues have honed in on globalization. Shifting the sports landscape abroad has opened new doors for leagues, teams, and fans everywhere. Prominent sports leagues have gained a global fanbase by holding regular-season games in various foreign cities. This move not only increases the popularity of these sports but also strengthens the bonds amongst followers throughout the world who have a passion for the same sport. For example, the NBA’s yearly Global Games series has helped to foster an international basketball community by crossing cultural divides and bringing the thrill of live action to fans in nations like China, Mexico, and the United Kingdom. MLB has held international games since 1996 when the Padres and Mets played a 3-game series in Monterrey, Mexico. International NFL games first started back in 2007, and the league just recently held their first game in Frankfurt, Germany where the Chiefs beat the Dolphins. Their approach was met with exciting results: the game was the most-watched international NFL game in history, averaging 9.6M viewers.

The Business Case Behind the Fan-Focused Moves

American pro sports leagues have also emphasized recruiting foreign talent as a means of globalization. Teams now regularly scout and sign players from all over the world to increase their talent pool and create more competitive play for fans. For instance, the NHL has experienced a surge in the number of gifted European players who have greatly benefited their various clubs. In the same vein, MLB has seen a boost in the number of players from Asian and Latin American nations. In addition to improving the standard of play overall, these international athletes serve as role models for aspiring athletes back home and expand each league’s global reach.

In addition, leagues have capitalized on the digital era to expand U.S. professional sports audiences worldwide. With streaming platforms like FuboTV, social media content, and international broadcasting deals such as the NFL’s 10-year agreement with DAZN, fans worldwide find it incredibly easy to follow their favorite teams and players. Fans from all over the world may watch live games, participate in online chats, and keep up with the most recent sports news with just the click of a button. These online platforms have surpassed national borders and created a worldwide sports community that is unaffected by linguistic and cultural divides. The NBA has seen an increase in their International League Pass every year. Similarly, NFL Game Pass saw a 10% increase over the past year.

What the Future Holds for Sports Leagues and Fans

Between globalization strategy and rule changes, professional sports leagues will continue to develop and adapt in the future to satisfy the shifting demands and expectations of their ever-expanding fan base. Fans and sports organizations are experiencing an exciting journey towards a sporting world that is even more fan-centric, inclusive, and internationally connected. So, whether you’re watching from home, abroad, or the stadium, the sense that professional sports are evolving to enhance your experience should feel more palpable than ever.

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Going for the Gold: The Olympics Are Raising Standards and Growing Their Roster

Posted on October 29, 2023November 12, 2025 by Athelo Group

By Claire Devine

Athelo Group

Whether you’re watching from the couch with your family or experiencing the games in person, you can’t get away from the energy that surrounds the Olympics. Within the next two cycles, 2024 and 2028, that energy is set to be amplified. Not only are the games growing in size, but the International Olympic Committee (IOC) is working to guarantee positive socioeconomic outcomes for the hosting countries. As the games grow, their impact on the surrounding community and beyond grows in tandem. From adding sports to increasing opportunities, the IOC is committed to making the Olympics larger and more equitable inside the events and out.

Why the Olympics Are Growing Their Sporting Roster

The Olympic Games have been a growing, beloved world event since 1896. With the inclusion of more sports in 2028, they’re gearing up to expand even more. Cricket, baseball, softball, and lacrosse are returning to the Olympic roster, while flag football and squash will join for the first time. These sports were welcomed with open arms as only two people of the 90 IOC members voted “no” to their addition. The IOC voted on the sports as one package, and lots of big enterprises had their hands on the deal.

The NFL and MLB were particularly huge players in adding these sports to the lineup. Their goal in this development is to propel their players to the world stage. Such an expansive move is a huge jump for the NFL and MLB because it brings two American sports to the international level and taps into a whole new market and fanbase. This, no doubt, will do the same for the Olympic brand. In the U.S., the NFL and the MLB are two of the most popular, successful sports brands. By tapping into the world of baseball and football, the Olympics have made a strategic move into two very powerful fanbases. Americans who were not interested in watching the prior cycles now have their favorite games to watch on on-screen.

The Commercial & Brand Implications of New Sports

In addition to garnering more engagement, the inclusion of new sports is sure to draw in more sponsorships and brand deals. It’s likely that football and softball/baseball-centric companies will want to join in on the action. With the inclusion of flag football, we can also expect more sports betting partnerships to emerge. This comes as over 30 states have now moved towards the legalization of sports betting and a record 73M Americans plan to bet on football this year alone. As a result, brands like DraftKings, FanDuel, and Ceasars could find it beneficial to expand into the Olympics.

Hosting the Games: Legacy, Economy and Infrastructure

The appeal of the Olympics isn’t just brand and industry-exclusive, either. Each cycle, there is a bidding war against countries to decide who will host. Originally, the Olympics were hosted in developed countries able to sustain themselves after such an costly event. Post-1988 cycle held in Los Angeles, when the Olympics saw a $198M increase in revenue, many countries fought to host. However, there is now a debate about whether the Olympics help or hurt the economy of the hosting city. Tokyo, for example, spent $150M to bid in 2016 and didn’t win. In the case of the 2004 Athens Olympics, the city invested substantial financial and material resources to construct venues in record time. While their aspiration to host the event was realized, the huge costs associated with these venues posed significant issues. Unfortunately, after the games concluded, many of these facilities remained largely unused. Despite their aesthetic appeal, the financial losses incurred in the process ultimately played a part in the Greek Debt Crisis that Greece continues to grapple with today.

To address these challenges, the International Olympic Committee (IOC) is actively working to shift the debate by introducing financial opportunities and benefits that accompany hosting the Olympic Games. The primary objective of the IOC in the current cycle is to foster a range of opportunities not only during the events but also extending beyond them. As an example, Paris 2024 is projected to create approximately 150,000 employment opportunities across various sectors. According to the IOC, these job prospects will span event organization, construction, tourism, catering, and more. The IOC also aims to sustain post-Olympic opportunities by establishing permanent community fixtures. Notably, the Paris Olympic Village, currently under construction, will remain as a residential area after the games, providing employment for Parisians through its shops and public facilities. Additionally, the 2024 games will leave a lasting aquatic facility, serving as a versatile multi-sport facility and local gym, ensuring ongoing employment opportunities for Paris residents.

What This Means for the Future of the Olympic Movement

If all goes according to plan, the Olympic Games won’t just be about sports this cycle and the next. The IOC has paid close attention to the gaps that past games have left unfilled and their goal now is to close them. Adding popular sports with financial benefits is a large part of their strategy, and if the IOC can replicate what they are doing for Paris in future cycles, the Olympic Games will become an international financial asset.

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Cable vs Streaming Sports: Which Is Better for Fans in 2024?

Posted on October 20, 2023December 3, 2025 by Athelo Group

By Hunter Eskenazi

Athelo Group

Almost gone are the days of cable TV, a staple in the sports and entertainment community and a time friends and family gather to catch their favorite shows and games. In our tech-savvy world, the invention of digital streaming has given us the luxury of watching whatever we want, whenever we want. As big media companies have seen opportunities over the years to buy media rights to movies and TV shows on-demand, they’re steadily adopting the direct-to-consumer approach to sports. The streaming world has made its mark in the sports industry and given big tech companies the opportunity to channel an untapped market and create unique partnerships. Cable TV is still showing signs of life, as the Super Bowl and March Madness — both provided through linear networks — accounted for over 95% of the most watched programs in 2022. Nevertheless, a new era of sports consumption has enticed millions of consumers to cut the cord, sparking a cable vs. streaming duel in tech and media.

The Big Tech Battle for Exclusivity Rights

The power and market share of big tech companies has certainly kept traditional media organizations up at night. Streaming is slowly becoming the majority TV consumption outlet, as Nielsen data reported broadcast and cable TV falling under 50% of net U.S. TV consumption in July of 2023. On the flip side, streaming services peaked at an all-time high of 38.7% usage. Tech names with newfound streaming services such as Apple TV+, Amazon Prime, YouTubeTV, among others have offered lucrative deals to obtain the media rights of major professional sports leagues. Streaming also offers exclusive highlights, post-game content, and even in-game data for avid sports fans to consume. Cable subscribers are given less variety as they’re left waiting for shows like ESPN’s “First Take” or “SportsCenter with Scott Van Pelt” to broadcast at the top of the hour.

Because some of these tech companies are commercial brands with products to sell as alternative streams of revenue, the investment in streaming and media deals is slowly driving out the bargaining power of cable. Traditional media generates their main source of revenue from ads and promotions on their services. Without sports year-round, it’s hard to turn a profit. Media companies feel the mounting need to keep leagues such as the NBA and NFL around to fill up slots for the year. As the NBA’s contract with Disney and Warner Bros. comes to a close in 2025 which includes ESPN, ABC, and Turner Sports, their media rights will almost certainly be scooped up by one of the big players in the tech industry. The streaming industry expects to see Google, Apple, Amazon, and Comcast make a run for the league, which has expressed desire to obtain a $75B deal.

Alternatively, tech companies know that creating exclusivity among popular sports can drive up sales for streaming service subscriptions. Lionel Messi and his transfer to Inter Miami this past summer is the epitome of this scheme, as Apple TV+ became the official streaming provider of the MLS. Consequently, having arguably the greatest soccer player of all time essentially blocked by a paywall forces consumers to pay top dollar to watch him play. This has not been an issue for The MLS League Pass, Apple’s streaming platform, which saw a 1,690% increase in sign-ups after the announcement of Messi’s transfer. Apple TV+ also debuted Friday Night Baseball in 2022 which was originally free for the first year, but now requires an Apple TV+ subscription. Similarly, Prime Video, the home of NFL’s Thursday Night Football since last season, saw the largest number of Amazon Prime subscriptions in a three-hour period in its entire existence during its inaugural game.

Good for Business, Bad for Fans?

Big tech isn’t the only winner of the streaming revolution. Streaming allows for external businesses to more precisely tailor advertisements and place them in areas that have the most compatible consumers. Using precision targeting, advertisers can deploy their advertising during an appropriate game or show where their preferred audience is watching. Whereas businesses do not have the same level of data from the slots purchased on cable TV, streaming allows for the collection of user habits to tailor where an ad received the most attention. Through their analytics-heavy advertising service, Amazon Ads reports a 44% increase in post-ad brand consideration rather than using demographics data alone.

If there is one blind drawback lost in the transition from cable to streaming, it’s that it’s not going to be cheap. S&P Global reports that U.S. consumers are estimated to spend $25.57B dollars by year’s end, a number that could reach up to $30B by 2025. Though cable itself isn’t cheap in its own right, media exclusivity also means that consumers may have to spend money for multiple streaming services just to watch their favorite sports. Out-of-market fans will soon find themselves spending top dollar in order to tune in. The government’s project on crackdown of illegal streams isn’t good news for those hunting for free entertainment, as the culprits of the piracy, which include the NBA, NFL, and UFC, have estimated a loss of around $28B in additional revenue.

Finding Common Ground

Not all hope is lost for media companies who have taken a hybrid approach to incorporating both streaming and cable. Peacock and Paramount+, owned by NBC and CBS parent companies respectively, have purchased exclusive streaming rights for the NFL and Premier League while maintaining a linear TV presence to reach maximum audiences. Disney and Charter Communications, the parent company of Spectrum TV, recently settled a dispute that shows us how media and tech companies can operate in unison. After resolving a carriage dispute which resulted in the blackout of Disney-owned media, Spectrum TV users have been granted free access to Disney+, ESPN+, and rights to receive ESPN’s standalone streaming service in the near future. This monumental deal suggests that when it comes to cable vs. streaming, the two could possibly coexist. But as cable TV tries to stay afloat, streaming looks to be the new, dynamic reality of how we consume sports which offers opportunities to tune in from anywhere in the world.

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The Unlikely Union: Travis Kelce and Taylor Swift’s Influence on Sports and Entertainment

Posted on October 13, 2023November 12, 2025 by Athelo Group

By Zach Siegel

Athelo Group

A fascinating relationship has emerged that has captivated not only sports fans but also pop culture enthusiasts. Kansas City Chiefs’ star tight end, Travis Kelce, and multi-platinum recording artist, Taylor Swift, have formed an unexpected relationship that has the whole world watching. This relationship is reshaping the landscape of sports and entertainment in ways previously unimagined. It all began when Kelce attended a Kansas City Taylor Swift concert in hopes of gifting her a bracelet with his phone number on it. While he was unable to meet her at the concert, he did message Swift afterward: “I’ve seen you rock the stadium at Arrowhead, maybe you should come see me rock the stadium at Arrowhead.” Swift then made a highly publicized appearance at the Chiefs’ September 24th game, and romance rumors soon flooded the internet.

From Gridiron to Pop Culture: The Kelce-Swift Phenomenon

The Kelce-Swift alliance is more than a silly phase; it’s a powerhouse relationship wielding substantial influence in both sports and entertainment. Kelce has reaped the most benefits from this relationship, specifically on social media. Since Swift’s visit in the Chiefs suite, Kelce’s Instagram following has grown by nearly 900K, bringing his total to 3.7M. Sales of his jersey increased by around 400%. He’s even raked in over half a million new followers on TikTok. While not all Taylor Swift fans follow football or the NFL, it seems they’re highly interested in following Travis Kelce. Swift has also benefited from the publicity. According to Front Office Sports, during the Monday Night Football game, Swift was shown 17 times on T.V. and aired 2 commercials for her new Eras Tour movie. This has served to bring more eyes on the pop star and help her retain a presence in the media.

Even the NFL is leaning into this collaboration across their social media accounts. After Swift’s first game appearance, the NFL changed their header image on X, formerly known as Twitter, to three images of Swift from the Chiefs-Jets game. They also updated their bio to a phrase from her song,”The Best Day.” On Instagram, the NFL changed their bio to: “Chiefs are 2-0 as swifties.” The league did receive some backlash from fans who thought they were taking the romance too far, but the NFL doubled down on their stance, stating: “The Taylor Swift and Travis Kelce news has been a pop cultural moment we’ve leaned into in real time, as it’s an intersection of sport and entertainment, and we’ve seen an incredible amount of positivity around the sport.”

How Their Partnership Boosted NFL Viewership and Female Fan Engagement

If we take a look at the latest trends in viewership, it’s no wonder the NFL is taking advantage of the duo. The Swift-Kelce relationship has had a profound impact on female NFL viewership. Women have always made up a smaller portion of the NFL fan base, keeping it primarily male-centric. 51% of males consider themselves avid fans of the NFL while only 24% of women do. However, there has been a notable increase in female viewership as a result of Taylor Swift’s enormous popularity. Swift’s attendance at games has led to more women tuning in to games just to get a glimpse of her. As a result of her attendance at MetLife Stadium on Sunday Night for the Kansas City Chiefs’ victory against the New York Jets, NBC averaged a U.S. audience of 27M viewers, including an additional 2M female viewers. Girls between the ages of 12 and 17 who are known as “Swifties” exhibited a 53% growth in viewership after Swift attended the Chiefs-Bears game. Women over 35 had a 34% increase in attendance, and women between the ages of 18 and 24 saw a 24% boost.

This will only continue to grow as women become more involved in the sport as both participants and viewers. While the Kelce-Swift relationship may end, the NFL hopes its exposure to this new demographic could lock in a wave of lifelong fans.

What This Means for the Future of Cross-Industry Influencer Partnerships

The relationship between Travis Kelce and Taylor Swift represents a shift in the way we view celebrity collaborations. Through their combined efforts, Kelce and Swift are not only reshaping the sports and entertainment world but also inspiring a new era of cross-industry partnerships. As their influence continues to grow, we can only imagine the exciting developments that lie ahead in this dynamic union.

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Sports Betting Legalization: What Its Big Impact Means for Sports

Posted on September 29, 2023March 19, 2025 by Athelo Group

By Jason Martini

Athelo Group

It’s time to get in the game! As more states legalize sports betting across the country, the sports industry has felt its impact in both positive and negative ways. Mobile sports betting is now legal in 28 states, which is up from 18 in January 2022, and has led to a surge of fans betting on sports. Last year, nearly half of American adults placed at least one sports wager, a third of which placed at least one wager per week. These record-setting numbers will only continue to rise as more states legalize sports betting. While this is great news for fan viewership and engagement, it also brings some negative concerns over the integrity of the game and its impact on athletes.

Increase in Viewership/Engagement

Beginning with the positives, sports betting’s growing popularity means an additional layer of engagement for both sports teams and leagues. Leagues like the NFL are now leaning into the industry by placing the betting lines on TV for viewers to follow in real time. Networks will even showcase sports betting analysts before the game to educate audiences on the best bets to place. This new approach relies on the idea that when people place a bet, they have a financial stake in the game and are more likely to closely follow it.

The results speak for themselves: NFL viewership has increased every year since the legalization of sports betting. In 2022, the NFL pulled in an average of 17.9M viewers on regular season games, which is a 20% increase from 2017. With more states beginning to legalize sports betting, these numbers will continue to rise. Major League Baseball is another league reaping the benefits. According to Casey Brett, MLB’s Vice President of Gaming and New Business Ventures, “sports bettors, compared to the average fan, are 40% more likely to stream, 36% more likely to buy a ticket, and 30% more likely to read an article on MLB.com.” For MLB, the positive trend in sports betting translates into increased revenue in the form of ticket sales, subscriptions, and advertising.

Increased Fan Experience

The sports betting surge is also enhancing the fan experience. To meet demand, stadiums have begun incorporating sportsbooks that are connected to the venue for fans to place bets before, during, or after the game. This concept is new in the sports world and is starting to grow. Before sports betting was legalized, fans would go to a game, buy a beer, and watch from their seat. Now fans are able to visit kiosks in the stadium to place bets mid-game, or they can go sit in the sportsbook and watch their bets with other fans.

Millennial fans have long awaited this enhancement, considering back in 2020 over half of this demographic believed on-site sportsbooks would improve the fan experience. The numbers from the Caesars Sportsbook at Capital One Arena support this concept, as the amount of money waged by bettors climbed to $5.7M in August 2022. Because this development is consistently receiving positive feedback from fans, we’re likely to see more in-stadium sportsbooks pop up in the future.

Integrity of the Game

While sports betting legalization positively impacts the industry, it does come with some drawbacks—such as its impact on the integrity of the game. We’ve seen this come to light recently when a number of NFL players were suspended for their involvement in sports gambling. In this 2023 season, ten players were suspended for sports gambling, seven of which suspended indefinitely because they bet on the NFL. These are the dangers that come with the legalization of sports betting. Leagues are now on the lookout for this as they have had to implement stricter measures to prevent players and personnel from trying to fix games and participate in other forms of corruption.

To combat this issue, the NFL is reexamining how they educate players and personnel on their gambling policy. A new directive the NFL established this year increases the education provided to young players entering the league. NFL rookies are now obligated to watch additional training videos from the league compliance, beginning with a message about the “integrity of the game.” Putting this in place should provide more information and clarification for the players about the dangers of betting on sports and the consequences involved.

Impact on Athletes

With more people participating in sports gambling and player-specific betting, athletes are now facing more unnecessary scrutiny and hate than ever before. Players have started to speak out about their experiences, some even sharing the hateful messages they’ve received from fans. This happened in the NBA last season when former Washington Wizard and now Phoenix Suns guard Bradley Beal was confronted by a disgruntled fan who had just lost a bet. Beal responded by saying that he was just doing his job and that he takes what he does very seriously. Beal then turned and swatted towards the man, knocking off his hat. There was a police investigation, but no charges were filed.

With the increase of people gambling and placing player-specific bets, more of these situations are likely to occur. So far, there have been no regulations or consequences enacted by the NBA or any other leagues when it comes to fans verbally attacking players for their losing bets, but it’s something leagues may consider moving forward.

While there’s still a need for greater clarity on how to shape regulations, one thing’s for sure: sports betting is experiencing rapid growth. By 2030, the industry is projected to be worth $182B. As it expands, its effect on the sports industry will continue to grow alongside it. Its popularity is undeniable; sports betting adds a new dimension to how people engage with the game by maximizing fan experience and deepening fan involvement. On the flip side, it also challenges the game’s integrity and can create a toxic dynamic between fans and players. More leagues may tighten regulations in the future to combat these issues, but only time will tell how this new development changes the landscape of the sports industry.

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What NCAA Conference Realignment Means for Student Athletes

Posted on September 15, 2023September 15, 2023 by Athelo Group

By Steven Maffiore

Athelo Group

Ever since major shifts in 2021, college football conference realignment has triggered a domino effect. The landscape of college football as we know it continues to transform as conferences look to boost profits, expand media rights deals, and diversify match-ups. Fans shouldn’t be so surprised, as the seismic shift in the NCAA has been in motion for the past decade. The last two years have drastically altered college football’s future as Texas and Oklahoma are set to join the SEC; USC, UCLA, Oregon and Washington will be joining the Big 10; Colorado, Arizona, Arizona State and Utah are the newest members of the Big 12, and Cal, Stanford and SMU are joining the Atlantic Coast Conference. With the rise of name, image, and likeness, college athletes are taking advantage of the realignment to help benefit their own personal brands, but new challenges may be on the horizon.

By 2024, the Big 10 will consist of eighteen teams. The Big 12 will have sixteen teams, and the ACC will make its expansion into the west coast. Meanwhile, the Pac-12 could face dissolution: the conference has dwindled down to two teams as colleges begin to favor coast-to-coast competition over regional rivalries. Many are wondering what impact this has on college athletes and their respective conferences.

Conferences stand the most to gain here, as the driving force behind college football realignment is sheer revenue. Media rights are quickly growing in value and realignment sweetens the deal. In 2020, the SEC signed a $3B television deal with Disney, and the Big Ten followed up by signing a $7B deal with Fox, NBC, and CBS just last summer. According to U.S.A. Today, the Power 5 conferences combined raked in over $3.3B of total revenue in 2022. Colleges received their fair share as well, with the Big Ten distributing close to $60M per school. The SEC came in close second, giving nearly $50M per school.

The realignment has benefits that reach beyond just the schools. Passed in 2021, the NIL rule change has allowed college athletes to monetize their name, image and likeness through endorsement deals and sponsorships. In the first year of the ruling, NIL netted an estimated $917M for student athletes. Players in dominant conferences like former University of Alabama quarterback Bryce Young had NIL valuations easily exceeding $2M. The potential earnings involved for the players have changed the way schools recruit as well as how the transfer portal may look going forward. Just as schools are joining conferences to help generate new revenue, athletes are looking for schools that will give their personal brand the most recognition. Thanks to expansive media rights deals, players in major conferences and universities can receive attention and exposure, ultimately leading to larger brand deals.

In fact, athletes in recent years have deferred from entering the draft as they can make more money from collegiate NIL than signing a rookie deal. Players who leave school early for financial reasons now have the opportunity to remain in school, improve on their draft stock, and bring in a lucrative income. Talented Michigan running back Blake Corum chose to return to school for his senior year rather than go pro, and he now possesses an NIL evaluation of over $1.2M. Notre Dame transfer quarterback Sam Hartman, who was projected to be a late-round pick in last year’s NFL draft, boasts an NIL evaluation of $1.1M after signing a deal with Beats by Dre.

As great of an impact NCAA conference realignment has on athletes and their personal brands, it does raise some concerns. Many worry how student athletes will be able to juggle the explosive NIL business with their mental health, training, and coursework. Considering NIL success largely relies on an influencer marketing business model, psychologists fear social media stressors could exacerbate an athlete’s mental health. Athletes in dominant conferences may become hyper-focused on social media performance as they look to hit it big financially. In reality, only a select few will hit the jackpot, and others may suffer from the stress of social media.

Other issues of realignment and its impact on NIL include fairness and equity for those who do not play in large-scale sports such as basketball and football. With the majority of the realignment discussion focusing on football, other sports such as swimming, diving, volleyball and soccer won’t see the same benefits. While football players may receive greater exposure, the same cannot be said for more niche college sports. The students’ potential NIL earnings lessen as a result.

In addition, student-athletes will be required to travel much longer distances. When an athlete commits to a university, they understand both the academic standards and travel requirements that come with their commitment. But now, new ACC members like student athletes from Stanford will find themselves traveling cross-country for away games. Depending on the sport, the percentage of these athletes going on to play at the professional level is less than 10%. This means that for the majority of college athletes looking to build a future career, classroom performance trumps on-field performance. The stress of constant long distance travel may divert and disorient these efforts.

No matter how divisive NCAA conference realignment seems, only time will tell if the benefits outweigh the drawbacks. Student athletes in dominant conferences will take advantage of the greater media exposure to boost their personal brands. Colleges will benefit from the profits in growing media value. Die-hard fans will eventually come to terms with the new match-ups and rivalries. And of course, the future is still unfolding. In the coming years, we are likely to see even more changes to the NCAA conferences fans know and love.

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Amazon’s Play in the NFL: Reshaping the 2023 Season Experience

Posted on September 8, 2023September 8, 2023 by Athelo Group

By Josephine Belcher

Athelo Group

Move over ESPN and ABC– there’s a new media giant revolutionizing the sports broadcasting arena! In 2022, Amazon Prime Video began an 11-year media rights deal with the NFL speculated to be worth over $100B. They hit the ground running with interactive NFL content coverage that earned them a Sports Emmy Award. This season, they’re promising game-changing innovations that will transform the way we watch football. Expect various new features from Amazon in the 2023 season, including personalized and engaging advertisements, cutting-edge AI, a special Black Friday game, and much more!

Amazon saw incredible success in year one of the deal, and they’re keen to build on it. They’ve already made strides in expanding audiences, boasting the most-streamed NFL game ever during last September’s Los Angeles Chargers and Kansas City Chiefs match-up. Media Play News reported that during Amazon’s 2022 debut, Thursday Night Football had the youngest median age of any NFL broadcast package since 2013. Additionally, Amazon saw a significant increase in viewership among 18 to 34-year-olds compared to the previous season. As a result, many of the new features are designed to cater to a younger audience.

What’s in store for the 2023 season? Amazon is presenting advertisers with a unique opportunity to target specific audience groups using data analytics. By leveraging geographic, demographic, and behavioral insights, ads will be specifically displayed to the most relevant viewers. This initiative serves to increase ad engagement for brands and enhance the ad experience for viewers. In addition, players featured in the ads will enjoy the benefits of increased exposure for their personal brand.

Interactive advertisements are another factor of Amazon’s strive to reach its audience. Fans watching on Fire TV will have the chance to interact with the ads using their remote. These interactive advertisements give viewers the option to select either an “Add to Cart” or “Receive Email” button using their remote control. This action will trigger a push notification or an email, which contains direct links to the product and Store pages for brands that offer items on the Amazon Store. Through this approach, brands partnering with Amazon can expect more active and immersive engagement from consumers.

Beyond ads, Amazon is harnessing the power of AI to enhance and transform the game viewership experience. Amazon introduced on-screen graphics powered by artificial intelligence back in 2022. They’re taking it a step further this year with a highly advanced blue line feature. The line will show how close the offense must reach the first down marker before the computer recommends going for a fourth down conversion rather than punting. Amazon’s new cutting-edge technology, which has been trained on 35,000 different plays, makes this possible. Other capabilities include analyzing all players’ XY coordinate data, their relationship to each other, as well as their acceleration and directional movement to predict different measures.

In another move to expand audiences, Amazon plans to air a Black Friday game between Miami and the New York Jets that will be accessible to everyone for free. Amazon hopes to hook new viewers into the NFL action and give sponsors like Little Caesars and Audible the opportunity to advertise more effectively. The game will also cater to Black Friday deals from various sponsors hoping to net a wide reach.

Amazon’s innovative approach sets a benchmark for others to follow. Not only does it aim to enhance the viewer experience, but it also provides benefits to players and sponsors. Players can improve their brand image by utilizing interactive ads, partnering with broadcasts, expanding their social media presence, and more. Meanwhile, sponsors can achieve a higher ROI by devising more targeted advertising strategies, leveraging fan insights, and developing innovative ways to engage with audiences through their advertisements. As we approach the 2023 season, football fans can expect an unparalleled and engaging viewing experience.

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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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