Sports Marketing Archives - Page 13 of 15

WWE Embraces an Uncertain New Era

Posted on February 24, 2023November 12, 2025 by Athelo Group

By Sophia Nadler

Athelo Group

WWE has been around since 1953 and has experienced nearly as many eras as America itself. In the ’80s, WWE wrestler Hulk Hogan ushered in its Golden Era. Figureheads like Stone Cold Steve Austin led its late ’90s Attitude Era. Ruthless Aggression followed in the early 2000s with tragic figure Chris Benoit at the helm. As WWE emerges from the pandemic with a revised strategy, the historic organization has reinvented itself once more. Emerging talent, new leadership, and potential new deals fill WWE’s New Era with both promise and uncertainty. Is there longevity? Let’s take a closer look at the factors at play:

WWE Created New Content

As WWE begins its new chapter, the organization has filtered in exciting new talent and content shifts to match. After the harshness of its Attitude Era, WWE overcorrected in 2008 with a move towards family-friendly programming. CEO Vince Mcmahon told reporters that this 2008 shift would remove Attitude Era’s “excess” and create a platform for more “refined and compelling storytelling.” The end result was a miss for many fans who felt political correctness had no place in the WWE universe. In the summer of 2022, WWE was set to learn from this decision, announcing its intention to switch to TV-14 programming. A new rating change would satisfy older generations of fans who share nostalgic ties to the former WWE eras. Fast forward to present day, and talks of a new rating have screeched to a halt.

With Paul “Triple H” Levesque as WWE’s new head of creative, the lack of rating change may not matter. Triple H is a former wrestler himself with over thirty years of experience and 14 WWE titles under his belt. After just 5 months into his new role, Triple H saw double-digit increases in WWE’s social media engagement and a 15% larger audience for “Monday Night Raw.” His fresh perspective and content shifts have positively impacted the organization in a short amount of time. He’s placed a greater focus on the women’s division, highlighting stars like Shotzi Blackheart, Ronda Rousey, Shayna Baszler, and Racquel Rodriguez. He’s also incorporated longer matches, which allows storylines to stretch across entire episodes. In addition, Triple H enhanced WWE championships by restoring tough, unpredictable match-ups.

WWE’s New Talent

WWE’s interesting talent acquisitions have also helped WWE gain new audiences. YouTube star, Logan Paul, made his WWE television debut on Smackdown in 2021. While WWE is no stranger to adding celebrities to its roster, Logan Paul is a special case. His appeal to Gen X and Gen Z is unmatched, boasting a combined 47M followers on Instagram and YouTube. Even older fans gained respect for the social media star as he proved himself as both a competitor and entertainer in the ring. WWE confirmed his success by inking an extended, multi-event appearance deal with Paul just last year.

In addition to Paul, WWE launched a NIL program to groom future talent. The first of its kind, WWE’s “Next in Line” aims to develop college athletes by providing resources for brand building, media training, and live event promotion. At the end of the program, certain athletes are offered a WWE contract.

Potential New Media + Sponsorship Deals in the WWE

Over the course of 2022, WWE’s viewership reached new heights with a 70% audience increase on Peacock. Greater audiences means greater media value, and WWE is looking to capitalize. As its exclusive broadcasting deals with Fox and NBCUniversal end next year, WWE announced new strategies to maximize content licensing opportunities. These new deals would open other media outlets to opportunities while still respecting the current agreements with Fox and NBC. Hulu, for example, has Day 2 rights to WWE’s “RAW” program. After “RAW” broadcasts live on USA Network, Hulu users can watch the program the next day. Through new alternative licensing options, new rights buyers could add this content to their library after Fox and NBC’s contracts expire.

In addition to media rights, WWE wants to expand their sponsorships using an approach similar to UFC. UFC currently rakes in around $100 million in sponsorships a year. WWE makes significantly less at $35 million. Where the organization lacks in dollars, it makes up for in influence: 67% of WWE viewers are more likely to consume brands partnered with WWE. This value is higher than any of the top sports organizations in the world– even the NFL. WWE plans to use this momentum going forward, forging more deals and utilizing the ring as a blank canvas for ad space.

Vince McMahon’s Influence in WWE

Vince McMahon bought WWE from his father in 1982 and grew the organization into the global entity it is today. Despite all the success McMahon has brought to WWE, he still remains a controversial figure. Reports erupted last summer that McMahon paid $12M+ over the last two decades to shut down sexual misconduct allegations. As a result of the reports, McMahon stepped down from his role as WWE’s chairman and CEO. His retirement didn’t last long, however, as he returned to his position just 6 months later. The company’s stock soared over 22% upon McMahon’s return. While some members of the board believe McMahon should have remained in the shadows, his presence is undoubtedly valuable to the company. Fans and stockholders still find solace in a figure who built WWE’s expansion from the ground up.

With company valuations at record highs, Vince McMahon is now in talks to sell. Potential suitors include UFC owners, Endeavor Holdings, and Saudi Arabian investors. A drastic change in leadership is sure to shake up the organization’s future and pose questions about its long-term success.

AEW Is On The Rise

All Elite Wrestling (AEW) is by no means eclipsing WWE, but it has become a fierce industry competitor. AEW was founded in 2019 with a sports-centric approach. WWE, in contrast, prioritizes entertainment above all. Where WWE matches comprise 20 minutes per hour of programming, AEW matches comprise 28. The small difference is palpable, as viewers find AEW programming more heightened and fast-paced. Even so, there is a predictability to AEW that WWE has managed to shake. Where AEW believes their biggest stars should maintain a winning record, WWE is more interested in close match-ups with less obvious endings.

AEW still has changes to make if it wants to compete head-to-head with WWE. To truly close the gap, AEW must surpass WWE’s women’s division efforts and fine-tune its “Rampage” programming. WWE programs like “Raw” and “Smackdown” have had decades to evolve, establish storylines, and create a proven formula for success. AEW’s “Rampage” and “Dynamite” still need more time. If CEO Tony Khan continues to push AEW forward, WWE should keep AEW on their radar as a competing sports property and threat to longevity.

As the WWE moves forward, older fans look to its past with nostalgia and to its future with hope. It’s unknown how long Vince McMahon will remain as a chairman, but with Triple H in creative control, the company is enjoying substantial boosts in viewership and engagement. New talent, content, and media rights structuring all bolster its longevity. The potential sale has not hurt returns, either.

Despite current success, WWE must continue to evolve. The organization is deeply ingrained in American culture, but it’s not too big to fail. Competing sports properties like AEW will continue to keep WWE on its toes, fighting for a share of WWE’s large viewership and fanbase. Key decisions made in the next year should help us better understand WWE’s future trajectory, but in the meantime, it’s “so far so good” for the WWE.

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2023 Super Bowl Commercials: The Reward is in the Risk

Posted on February 17, 2023March 19, 2025 by Athelo Group

By Claire Brown

Athelo Group

The Super Bowl is a perfect example of how great of an impact brand advertising has on sports. While advertisers typically struggle to hold an audience, the Super Bowl is their once-a-year jackpot. Brands that secure an ad spot will net a massive audience who is genuinely invested in the commercials’ entertainment value.

Super Bowl commercials have steadily increased in value since their inception. The first Super Bowl commercial ran during Super Bowl II in 1968, broadcasting to an audience of 70 million Americans. One of the commercials ran right through a kickoff and set a foundation for decades to come, indicating to marketers that commercials are just as anticipated as the big game. Fast forward 55 years later and Super Bowl commercials are still just as exciting as the game itself. Usually, commercials are background noise in between plays, but on Super Bowl Sunday, commercials draw the attention of everyone sitting around the TV.

The ad spot rate for the 1968 Super Bowl telecast sold for an unprecedented $150,000 a minute. In 1995, the cost of a commercial broke $1 million. Today, a 30-second commercial slot costs between $6 million and $7 million. While football is the focus when planning the Super Bowl, turning a profit is just as important. Each year, the game draws in millions of dollars to the NFL, broadcasting platforms, the host city, stadium, players, advertisers, and more. It’s turned so extreme that advertisers even attempt to nudge the game’s location, kick-off times, and duration in their favor.

While Super Bowl ads are meant to entertain, they are also meant to satisfy strategic objectives. Companies aim to increase brand awareness, consideration, favorability, and purchase intent of the record-high 115 million viewers who watched this year’s game. To do so, they invest time, creativity, and millions in production costs.

Companies do not score a home run just by purchasing an ad spot, however. The risk of broadcasting a commercial on the Super Bowl stage is enormous. If a Super Bowl commercial fails, the consequences can prove catastrophic. Since the Super Bowl consistently reaches the most viewers, an offensive commercial can spur anything from a PR nightmare to a lawsuit against the company. With how prevalent “cancel culture” has become in our society, one mistake can cost a company its entire following. In 1999, for example, the sportswear brand Just-for-Feet ran a Super Bowl ad that showed a young runner from Kenya being hunted down, drugged, and ultimately forced to wear a pair of shoes. After the ad ran, the company faced several multi-million dollar lawsuits. Just For Feet’s reputation was destroyed, its business suffered immensely, and it was labeled a racist company. It’s not enough to simply be part of the Super Bowl, a winning strategy must be at hand, and if there isn’t, the consequences could be grave.

Which ads succeeded this year

The 2023 Super Bowl commercials were dominated by iconic celebrities, social media memes, and a ton of viral TikTok references. We saw Ben Affleck take over a Dunkin Donuts drive-thru with a special appearance by Jennifer Lopez. The brand PopCorners brought us a “Breaking Bad” reunion with Walter White, Jesse Pinkman, and Tuco Salamanca. Miles Teller, who is known on social media for his iconic scene in the new Top Gun movie, danced it out with a Bud Light. We felt nostalgia as Disney’s 100th Anniversary montage took viewers of all ages down memory lane. The commercials that succeeded this year did a good job of appealing to our emotions, whether they made us laugh, made us cry, or made us feel a sense of nostalgia. Super Bowl commercials try to tap into these emotions in order to subconsciously create brand recognition in the viewer’s minds.

Which ads failed

Unfortunately, not every commercial can be a winner. DoorDash’s “We Got Groceries,” Rémy Martin’s “Inch By Inch,” and M&M’s “Super Bowl 23”, were brands on the list that fell short at this year’s Super Bowl. According to the USA TODAY Ad Metrics, these three ads were some of the lowest-rated Super Bowl commercials this year. Commercials don’t always land with the target audience as the company might have predicted or hoped. Each failed advertisement left viewers confused as to what the point of the commercials was. Marketers need to remember they are playing a high-stakes game, and for next year’s Super Bowl, marketing teams should focus on telling an emotionally compelling story on the screen.

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How the NIL has Broadened Horizons for Elite Gymnasts

Posted on February 3, 2023August 4, 2026 by Athelo Group

By Meghan Gallary

Athelo Group

Before the NCAA’s 2021 NIL ruling, elite gymnasts were forced to choose between training for the Olympics and competing at a collegiate level. Now that athletes can be compensated for their name, image, and likeness, talented athletes who have dedicated most of their lives to gymnastics can finally partake in both.

In addition to eliminating a tough choice for many gymnasts, the ruling has also transformed the sport’s college recruitment process. College coaches now pick new assets from a much wider pool of candidates, and some schools have even hired in-house NIL staff to provide their student-athletes with the education and resources needed to maximize profitable opportunities. In the past year and a half, fans and former gymnasts have marveled at the options now in front of current athletes, who can chase their dreams of becoming an Olympian, without worrying about giving up continuing their sport in college.

Grace McCallum

Grace McCallum grew up in Cambridge, Minnesota as one of seven children, and fell in love with gymnastics when she was five years old. She trained at Twin City Twisters in Champlin, Minnesota, and homeschooled through Connections Academy to focus on her athletic endeavors. McCallum turned elite at age fifteen and competed at the 2017 U.S Classic, where she placed first on vault and third in the all-around. In 2018, she became a member of the Senior National Team. Over the next two years, she worked her way to the top, medaling multiple times at Pacific Rim, Pan American, Nationals, and Worlds.

In 2021, she earned a spot on the postponed 2020 United States Summer Olympic Team alongside Simone Biles, Sunisa Lee, and Jordan Chiles. At the Tokyo Olympic games, McCallum competed on floor, bars, vault, and beam during the team final, and helped USA earn their silver medal. The moment was surreal for McCaullum, who later told Olympics.com: “I achieved the goal of mine that I’ve had since I was like four or five years old. So it’s just crazy to think about.”

McCallum’s lasting impact on the sport was far from over after Tokyo. Thanks to the new NIL rule, she signed her National Letter of Intent with the University of Utah in November of 2020. When her season with the Utes began in 2021, she made history as one of the first Olympic gymnasts to compete in college. McCallum has had great success so far, scoring a perfect 10 as a freshman in a meet against UCLA, and helping Utah clinch their second Pac-12 title.

McCallum told Olympics.com that she’s now “gained a different kind of love” for the sport. She explains that “elite can be really hard on you emotionally, mentally and physically, but in college, it’s just always so fun having a team that’s there to support you and wants you to do your best.” Four out of five of her Olympic teammates also compete collegiately: Sunisa Lee at Auburn University, Jordan Chiles at UCLA, Jade Carey at Oregon State, and current teammate MyKayla Skinner at the University of Utah.

Olivia Dunne

Olivia Dunne was raised in Hillsdale, New Jersey and started gymnastics when she was three years old at the Eastern Academy of Paramus. Her elite career began in 2014 when she turned twelve. Before the end of high school, she competed in five U.S. Classics, four American Classics, and four National Championships. Although her standings left the Olympics out of reach, Dunne has found success in her collegiate career. In 2019, she accepted a full athletic scholarship to attend Louisiana State University. Since becoming a tiger, she has helped the team contend for two SEC Championships and the 2021 NCAA Championship.

While many of her performances have earned nearly perfect scores, Dunne’s impeccable uneven bars routine isn’t the only thing that sets her apart from other college gymnasts. Since 2020, she has gained almost 7 million followers on TikTik and over 3 million followers on Instagram, making her one of the most well-known NCAA athletes on social media. As a result of the NIL ruling, Dunne is now able to profit from her persona through brand sponsorship and collaboration deals.

After making almost $2M last year, Dunne became the biggest NIL earner in women’s collegiate sports. Working with major brands like Vuori, American Eagle, BodyArmour, and GrubHub is a dream-come-true for Dunne, who told Today: “It’s hard to wrap my head around at times, but it’s very cool that someone in college has the opportunity to do that now.” Now a junior at LSU, Dunne continues to polish her gymnastics skills and grow her brand, hoping to turn it into a business after graduation.

Many other collegiate gymnasts have also been leaning into their social media platforms to boost their NIL earnings. Including Dunne, four of the top ten female NIL earners are at school for gymnastics, and each of the other three were Olympians at Tokyo. Sunisa Lee (#2), Jordan Chiles (#9) and Jade Carey (#10) utilize their Instagram and TikTok accounts in a similar way to Dunne, getting creative to connect with fans and grow their engagement rates.

Compared to Dunne and McCallum, Pre-NIL gymnasts have had a far different experience. Jenny Rowland, head gymnastics coach at the University of Florida and former Arizona State University gymnast, competed decades before the NIL ruling was passed. Despite winning the 1988 American Classic, she chose to go the college route. Rowland told ESPN: “The majority of the past Olympic team is in college and still doing international competitions. I get goosebumps just thinking of it. There is a new path being carved out by these young women.” And Rowland is right – since the passing of NIL, collegiate gymnasts all over the United States can finally gain both financial security and an education without the pressures of deciding between NCAA and the Olympics.

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Social Media for Athletes: Balancing Performance with Personal Brand

Posted on January 27, 2023August 4, 2026 by Athelo Group

By Sophia Nadler

Athelo Group

Athlete Social Media Strategy Starts With Performance

Much has changed since the 80s, when John McEnroe never lost sleep over internet trolls, and Michael Jordan never agonized over an unflattering Instagram Reel. It’s 2023 now, and for better or worse, the media landscape has changed dramatically. With social media pressure at an all-time high, athletes must now juggle both their performances on the field and online. Some athletes greet social media’s explosivity with open arms, while others set boundaries to maintain steadiness on the field. Let’s explore different ways athletes tackle social media branding and its impact on their careers.

How Naomi Osaka Redefined Athlete Authenticity Online

After experiencing negativity online, athletes like Naomi Osaka now strike a balance between cultivating an inspirational brand identity and keeping social media at a distance. Osaka is an Australian Open and U.S. Open champion who shares a complicated relationship with the press. Osaka describes herself as “naturally introverted,” and admits she does not “court the spotlight.” Given these traits, fame can prove challenging, especially if the spotlight draws negative attention. After pulling out of the 2021 French Open to focus on her mental health, Osaka received backlash from sports fans around the world. Hundreds spammed Osaka’s Twitter and Instagram pages with hateful, abusive comments. In response, Osaka shut them out and temporarily deleted all her social media accounts. Naomi would later write an op-ed piece for Time, admitting to the world that in that moment, she “was not okay.” Naomi’s words highlighted her vulnerability and courage after enduring such a difficult experience. Her candidness transformed her image from a gifted tennis player into a relatable figure willing to speak the unspeakable. Her since-reopened Instagram profile encapsulates this reclaimed image.

Osaka’s new chapter on Instagram is an authentic one. She utilizes the platform to showcase her personality and style, highlighting important projects and brand partnerships that matter. One post features her new children’s book, The Way Champs Play, and another depicts her modeling for Victoria’s Secret’s new body-positive rebrand. And, of course, there are photos of her dominating on the tennis court. Through Instagram, Osaka shows the world she’s multifaceted and the author of her own story. Her brand can’t be boxed in. As a result, Osaka’s 2.7 million followers– spanning across a wide range of demographics– all find various reasons to identify and relate to her experience on a human level.

Cristiano Ronaldo and Lionel Messi: Turning Global Fame Into Digital Fortune

For world soccer icons Cristiano Ronaldo and Lionel Messi, Instagram is about expanding their fan base and elevating their image. Both opt to capitalize on their social media presences, creating ultra-lucrative brand deals along the way. Cristiano Ronaldo’s 536 million followers makes him the most followed man in the world. At 421 million, Messi is not far behind. Brands recognize that a partnership with these athletes is a worthy investment that maximizes exposure and reach.

Before the World Cup, Ronaldo possessed the greatest worldwide reach. He used Instagram to monetize this influence, making more money on the platform in 2022 than he did on the field. His sponsorships span far and wide: from the Free Fire mobile game and the LiveScore app to Herbalife, Therabody, Nike, and Binance. Compared to Ronaldo, the World Cup catalyzed Messi’s follower count the most; it made him Ronaldo’s contender both on and off the field. With the game’s worldwide exposure, Messi saw his followers jump by over 25M across the globe. His Instagram is more monetizable than ever with his Adidas-sponsored posts generating 150 million impressions and nearly $7 million in ad value. And while both players’ Instagrams let fans in on personal moments with family and friends, it’s not their main objective on the platform. Depicting brand deals and career achievements like Messi’s most-liked World Cup post are priority #1.

How Dani Speegle Turned #GirlsWhoEat Into a Movement of Empowerment

Athletes like Dani Speegle use social media unapologetically, sending followers a message that promotes female empowerment and authenticity. Speegle is one of the top CrossFit athletes in the world and has competed in 4 CrossFit World Games. With over 2M Instagram followers, she’s built a platform to express herself and market her #GirlsWhoEat brand. Speegle’s Instagram experienced a boom last year through a viral moment at the Rogue Invitational. Wearing her signature Girls Who Eat tee, she successfully lifted a 215 pound log overhead and smiled for the camera. Her Instagram following grew overnight from its already impressive status. Since then, she’s gained enough social media momentum to launch her #GirlsWhoEat clothing line.

Despite her broadening fanbase, Dani curates her Instagram with the same attitude she’s held from the start. She tells others: “you can’t please everybody,” and that when creating a brand, “you have to go on and be authentic and be happy with what you produce.” Speegle’s mindset has led to Instagram success, and brands are taking notice. She currently promotes protein brand Dymatize and meal-prep service, Trifecta. One Dymatize post garnered over 100K impressions. Like other athletes in the branding world, when Dani wins, the brands she partners with win, too.

No matter what route athletes take on Instagram, their performance on the field is paramount. They first set out to dominate in their respective sport, not necessarily to become a social media star. But as social media becomes the new norm, the value of an Instagram following is undeniable. Athletes recognize this changing landscape and find ways to capitalize. They channel their career success into an Instagram brand that boosts sponsorships and name recognition. And if you take a look at their sponsorship deals, one thing’s for sure. . . brands love to see it.

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Saudi Arabia Investing Billions of Dollars in Sports

Posted on January 20, 2023November 12, 2025 by Athelo Group

By Claire Brown

Athelo Group

Saudi Arabia, with its borders recently opened to tourism, has implemented the Saudi Vision 2030, an economic and social reform blueprint that is opening up the country to the world. The sports industry is one of the vital aspects of Saudi Vision 2030. The country’s idea to pursue sports did not come overnight; it materialized alongside growing sports popularity and their desire to compete at an international level.

Why Saudi Arabia Is Making Billion-Dollar Bets in Sports

While Saudi Arabia lacks history in the industry, the country is quickly making its mark. In November, Saudi Arabia was the only team to beat World Cup Champion Argentina in Qatar. This win proved that Saudi Arabia’s investment in soccer is paying off. In addition to soccer, Saudi Arabia is pouring millions into Winter Sports, Golf, F1 Racing, and more. It seems that the only sports the country is staying away from are America’s Big 4: Basketball, Baseball, American Football, and Hockey.

Saudi Arabia’s Investment in Soccer

One of Saudi Arabia’s primary investments is in soccer. Saudi Arabian club Al-Nassr recently signed a two-and-a-half-year contract with Cristiano Ronaldo, making the 37-year-old athlete the highest-paid soccer player in history, and the highest-paid athlete in the world. Ronaldo is expected to make $212 million per year. For context, Liverpool, which has a home roster of 77 players, pays their entire team a combined $244 million per year. A contract this high is almost unheard of for a player nearing retirement, especially since Ronaldo is no longer in his prime. His 2022 performance was subpar, as he was benched in the later parts of the World Cup and with his club team Manchester United.

So the question remains: why would Al-Nassr offer a nearly retired athlete so much money? The ROI resides in the idolized figure Ronaldo represents, not necessarily in his current level of play. Ronaldo’s presence means a steep increase in tourism as soccer fans around the world come to see him play before his career ends. Part of Ronaldo’s contract also includes commercial agreements, which enable the country to expand its marketing beyond natural resources, breaking the public’s strong perception of Saudi Arabia as a country solely associated with oil. Saudi Arabia also has a young population, so Ronaldo will serve as a role model who draws the younger generation to the sport and enhances youth development in the country. The financial cost of Ronaldo seems irrelevant compared to the societal, economic, and political gains he brings to Saudi Arabia.

In addition to Ronaldo, Saudi Arabia hopes to acquire even more soccer players and clubs. Lionel Messi’s two-year contract with Paris Saint-Germain F.C. expires this summer, and the Saudi Arabian club, Al Hilal, reportedly offered him $300 million per year. About 15 months ago, the Public Investment Fund (PIF) took ownership of the Premier League club, Newcastle United. The change left fans in England divided. Some found the political implications upsetting, while others saw this as a good opportunity for club growth. While Newcastle United typically finishes in the lower half of the Premier League table, they are currently ranked 3rd this season, sitting above usually dominant clubs Liverpool and Chelsea. The purchase of Newcastle United made sense for the PIF considering the Premier League possesses a massive fan base and is the most-watched league in Saudi Arabia. There are also rumors that the PIF may purchase Premier League giants, Liverpool and Manchester United, whose current owners are open to selling.

The Investment in F1 Racing

Saudi Arabia is now two races into a fifteen-year F1 Racing deal and expects to host four Grand Prix this year alone. Each Grand Prix reportedly costs $65 million in hosting fees, and over the next fifteen years, Saudi Arabia will likely spend over $900 million in hosting fees alone. With this investment, Saudi Arabia hopes to bring a Formula 1 racing team to their country. Their sights are currently set on McLaren and Aston Martin after relocating the companies’ headquarters to their country. Investing in motorsports is a no-brainer for Saudi Arabia– oil is what the country is most known for. The largest and most valuable oil company in the world, Aramco, produces one-third of the world’s oil and is based in Saudi Arabia. The country wants to use this F1 partnership to grow, build racing academies, and develop a Saudi Arabian team with drivers from their country.

How Saudi Arabia Has Invested in Golf

In 2021, the PIF backed LIV Golf, a new golf league founded by Greg Norman. This revolutionary league aims to eclipse the sport of golf’s premier tournament organization, the PGA tour. With the league’s large bank account, they are well on their way. In its first two years alone, the league has already spent over $2 billion. LIV used the money to entice veterans and rising talent into joining the league with signing bonuses and large sums of prize money. LIV reportedly offered Tiger Woods $700 million, the most lucrative deal known to date, to play in the league. Each regular season event consists of $25 million in prize money, with $20 million distributed among victors for the individual event and $5 million split in the team competition.

Saudi Arabia’s own government acknowledges that LIV is an expensive endeavor, however, the country isn’t necessarily looking for an ROI. They are more focused on the potential influence gained from backing the league.

Winter Sports: 2029 Asian Winter Games

Saudi Arabia recently won the bid to host the 2029 Asian Winter Games. The country plans on building a $500 billion megacity to host this event. Given their desert climate, this will be a challenging investment. Saudi Arabia’s winter temperatures range from 45° F to 68° F, which isn’t exactly ideal for a sport that requires mass amounts of snow. Despite the climate, Saudi Arabia is set on building a carbon-neutral winter wonderland in preparation for the Asian Winter Games. The year 2029 is a ways away, but it will be interesting to see how Saudi Arabia can create snow parks that meet the standards for a professional competition.

As Saudi Arabia invests billions of dollars into the sports industry, it’s apparent the country wants a piece of the sports world’s growing power and influence. Due to their investments, Saudi Arabia is already seeing a positive change in their country. Jobs at sports clubs increased in the past three years by 129%; administrative jobs rose by 156%, and career opportunities in sports jumped by more than 114%. Sports growth in Saudi Arabia also gave women unprecedented rights as the country opened sports participation to all genders. Saudi Arabia also implemented reforms to encourage female participation in sports, which helped increase female participation by 150% in the past 5 years.

Saudi Arabia was a closed country for many years and did not encourage much tourism or international visitors, which resulted in misconceptions about their culture. Now armed with the power of sports, Saudi Arabia is giving the world a chance to experience its culture firsthand.

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NFL Playoff Preview

Posted on January 13, 2023August 4, 2026 by Athelo Group

By JT Mildenberger

Athelo Group

2022-23 NFL Playoff Preview

The college football season came to an end this past week, allowing football fans to turn their focus to the upcoming NFL playoffs and Super Bowl LVII. Fans may notice something different about the big game this year, as Apple Music will replace Pepsi as the sponsor of the Super Bowl halftime show. Pepsi has sponsored the highly sought-after show for the past 10 years, with last year’s show garnering over 120 million viewers. Another shock to fans was when Anheuser-Busch ended their 33-year-long exclusive deal with the Super Bowl, meaning that for the first time since 1989, other alcoholic brands will be able to advertise during the game.

The NFL has also implemented a supplier diversity initiative program to help meet the needs of Super Bowl LVII. This program, called “Business Connect,” aims to connect local businesses that are minority, women, LGBTQ+, and veteran-owned to contract opportunities as a Super Bowl supplier. These businesses will be essential in the functionality of operations on gameday, supplying things such as food and beverages, staffing, transportation, security, and more. The NFL has a history of supporting its host cities, and this program shows progress in its commitment to diversity and inclusion.

As the 2022-2023 NFL regular season concludes, 14 teams advance to the playoffs in hopes of winning Super Bowl LVII. Among these 14 teams, 7 return from last season’s playoffs, while the other 7 hope to make it a recurring theme. This year’s Super Bowl takes place in State Farm Stadium in Glendale, Arizona for the first time since 2015. While there’s no shoo-in for a winner this year, the teams competing to take home the Lombardi Trophy are all strong contenders and we have our eyes on a few to go all the way.

NFC Playoff Participants

The Philadelphia Eagles enter the playoffs as the NFC’s number-one seed, boasting a record of 14-3. The Eagles dominated the league for much of the season, winning their first 8 games and 13 of 14 to start the year. However, an injury to star quarterback Jalen Hurts in week 15 halted the team’s momentum and spurred back-to-back losses. Hurts’ healthy return into the playoffs is a huge boost for the Eagles offense, as Hurts has accounted for 35 TDs – 13 of those coming via his legs. The Eagles also possess two of the league’s strongest units in the trenches. The offensive line has powered the Eagles rushing attack, ranking number five in yards and number one in TDs. The defensive line has wrecked opposing quarterbacks all season with a league-leading 70 sacks, 15 more than the next-best team. The Eagles will rely on a first-round bye, dominant play in the trenches, and Jalen Hurts’ dynamic playmaking to propel them on a deep playoff run. All eyes are on the Super Bowl in South Philly.

The number two seed in the NFC belongs to the San Francisco 49ers, winners of their last ten games. There is perhaps no roster in the entire league with more talent across the board than the Niners. A loaded offense secured even more ammo when they acquired running back Christian McCaffrey from Carolina, who has scored 10 TDs since coming over in week 7. The one looming question for the Niners is whether rookie Quarterback Brock Purdy, “Mr. Irrelevant”, can handle the pressure of the playoffs. With their top two QBs getting hurt in the regular season, the Niners turned to Purdy in week 13, and they haven’t missed a beat. On the defensive side of the ball, San Francisco has the top-scoring defense. Their pass rush is led by defensive end Nick Bosa, who is in the conversation to be the NFL’s Defensive Player of the Year. If the Niners’ defense can limit their opponent’s scoring and keep the pressure off rookie QB Brock Purdy, they should be the NFC representative in the Super Bowl.

The number 3 seed Minnesota Vikings may have one of the most deceiving records in NFL history. Minnesota enters the playoffs with a 13-4 record despite having a point differential of -3. When Minnesota wins, it’s almost always close, as 11 of their 13 victories have come in one-score games. But when Minnesota loses, they tend to get dismantled with their 4 losses coming by a combined 89 points! Additionally, two of those losses have come to the Eagles and Cowboys, who block Minnesota’s path to the Super Bowl. Minnesota has playmakers on offense headlined by QB Kirk Cousins, RB Dalvin Cook, and WR Justin Jefferson. However, Cousins has a perceived inability to win big games, and the numbers back it up. Cousins has a career 1-3 record in the playoffs and a startling 10-40 career record against teams that finished the season with a winning record. The Viking defense doesn’t provide much hope either, as their pass defense ranks 31st in passing yards allowed. The Vikings have a good record, but their luck will likely run out in the playoffs.

Tom Brady’s Buccaneers are back in the playoffs in 2023. The team secured a number 4 seed by winning the feeble NFC South division despite an unimpressive 8-9 record. It was a challenging season for the Bucs. Until their clinched week 17 win against the Panthers, they struggled to find an offensive rhythm. Although Brady was able to connect with receiver Mike Evans for 3 TDs in that game, it’s hard to believe an offense ranking 25th in points scored has miraculously figured it out. The Bucs have been an average team, but if the defense can keep the game close, Brady can’t be counted out as he chases ring number eight.

The first wild card spot and number five seed in the NFC belongs to the Dallas Cowboys. The Cowboys have been led this season by a high-powered offense that ranks 2nd in the conference in total points scored. They have home run hitters on offense with receiver CeeDee Lamb and running back Tony Pollard. QB Dak Prescott tied for a league-worst 15 interceptions, but the Cowboys have maintained enough talent on both sides of the ball to overcome his turnovers. The Cowboy defense is led by outside linebacker Micah Parsons who has a knack for making impact plays. The defense leads the league with 33 takeaways, which prove valuable come playoff time. Dallas hasn’t lived up to the reputation of “Americas Team” in recent history, winning only 3 playoff games in the last 25 years. But that could change this year as their talent-packed roster faces a juicy first-round matchup with Tom Brady’s Buccaneers.

Perhaps the most unexpected team to qualify for this year’s playoffs is the New York Giants. After failing to win more than 6 games in any of the previous 5 seasons, first-year head coach Brian Daboll has seemingly resurrected the franchise. He’s now led the team to a 9-7-1 record and their first playoff berth in six years. Quarterback Daniel Jones, also known as “Danny Dimes”, played the best season of his career, accounting for 22 touchdowns and only 5 interceptions, while throwing to receivers most fans have never heard of. Jones’ evolution into a dual-threat option has given the Giants’ offense a much-needed boost. After battling injury the past two years, running back Saquon Barkley rebounded this season with a career-high in rushing yards. The Giants have also secured the ball, as they have the lowest turnover percentage in the league. On the defensive side of the ball, the Giants’ game plan is defined by one word: BLITZ! They have the highest blitz percentage of any team in the league and are led by a ferocious defensive line which is the best unit on the entire team. Big Blue may not possess as much talent as the other playoff teams, but their toughness and ability to capitalize on opponent mistakes may be enough for them to surprise some people and go on a run.

After trading away franchise quarterback Russell Wilson and releasing linebacker Bobby Wagner, many believed the tank was on in Seattle. The Seattle Seahawks, a team many predicted to be one of the worst in the league, now holds the final playoff spot in the NFC with a little help from the Detroit Lions. The Lions defeated the Packers in the NFL’s regular-season finale, allowing the Seahawks to retain their wild card spot. QB Geno Smith surprised fans when he earned Pro Bowl honors in his first season as a full-time starter since 2014. Similarly, the defense has relied on several players outperforming their expectations. Fifth-round draft pick Tariq Woolen tied for the league lead in interceptions in his rookie campaign, providing a much-needed spark in the secondary after veteran Jamal Adams’ week 1 injury. The Seahawks are playing with house money at this point in the season, which makes them a dangerous opponent. They will need the defense to create turnovers and allow Geno Smith to air it out to continue their storybook season.

AFC Playoff Participants

The first-round bye on the AFC side belongs to the odds-on favorite to win the Super Bowl and the AFC’s number-one seed, the Kansas City Chiefs. The Chiefs finish the regular season 14-3 behind the right arm of likely MVP quarterback Patrick Mahomes. Mahomes had another stellar season leading the league in both passing yards (5,250) and passing touchdowns (41). His favorite target, tight end Travis Kelce, is the premier player at the position and makes the duo nearly unstoppable. Kansas City’s defense is a middle-of-the-pack unit, but there are question marks on that side of the ball. The Chiefs have allowed the most passing touchdowns in the entire league, which is cause for concern when competing in a conference that is loaded with QB talent. A Super Bowl will be the expectation every season that Mahomes lines up under center, but a deep playoff run depends on the defense’s ability to defend the pass.

The last two weeks have been an emotional rollercoaster for the number two seed Buffalo Bills. Week 17’s game was canceled after safety Damar Hamlin went into cardiac arrest on the field. Thankfully, Hamlin’s health continues to improve, which gives Buffalo a chance to refocus on their playoff goals. It was unknown how such a traumatic event would impact Buffalo on the field, but that question was answered in week 18 with an emotional victory over the Patriots. The Bills are led by physically gifted quarterback Josh Allen, who has totaled 42 touchdowns this season. As good as the Bills’ offense is, the defense may be even better. The defense ranks 2nd in points allowed per game and 4th in takeaways per game, giving their potent offense even more opportunity to capitalize. Buffalo is one of the most complete teams in the league and should be making a deep playoff run as long as Allen can limit red zone turnovers, which have haunted him of late.

An eight-game winning streak accompanies the number three seed Cincinnati Bengals into the playoffs. Cincinnati is looking to avenge last season’s Super Bowl loss and prove to everyone that it was no fluke. Quarterback Joe Burrow and wide receiver Ja’Marr Chase maintain chemistry from their days together at LSU to power the Bengals’ offense to 26.1 points per game. The Bengals’ stellar defense in last season’s Super Bowl run carries momentum into this season. They rank 6th in points allowed per game but have struggled to rush the passer this season, tallying only 30 sacks, which ranks last among all playoff teams. The Bengals will rely on Burrows’ right arm and a strong red zone defense to try and represent the AFC in the big game once again.

AFC South champion Jacksonville Jaguars claimed the number four seed after defeating the Titans in a week 18 thriller. The defense propelled them to victory after scoring a late touchdown to give the team their first lead of the game. The Jags needed to win each of their final five games to have any chance of winning the division, and they did just that. Second-year quarterback Trevor Lawrence has proven why he was the first overall pick in 2021, amassing 25 touchdowns to just 8 interceptions with an almost entirely new receiving core. The defense relies on their pass rush which generates the 5th highest hurry percentage while only blitzing on 21% of plays. Jacksonville is a young team with a lot of momentum, making them a dangerous opponent despite a less-than-stellar 9-8 record.

Many people selected the Los Angeles Chargers as a Super Bowl sleeper before the season, but a rocky start caused the Chargers to settle for the first wild card spot with a 10-7 record. Injuries were a common theme early on as the Chargers seemed to battle them at nearly every position. However, as the team got healthy down the stretch, they were able to win four straight games before dropping a meaningless game to the Broncos in week 18. Young stud QB Justin Herbert powered through a rib injury while leaning on running back Austin Ekeler to supply much of the scoring. Ekeler accounted for 18 total touchdowns this season, the most of any player in the league. The defense relies on veterans across the field, headlined by pass rushers Joey Bosa and Khalil Mack. The Chargers have the talent to go on a run, but it will be difficult given the premier teams at the top of the conference hold the home-field advantage over Los Angeles.

The second wild card on the AFC side belongs to the 10-7 Baltimore Ravens. The Ravens come into the playoffs with a huge question mark surrounding their most valuable player. Former MVP quarterback Lamar Jackson suffered a knee injury in week 13 that has kept him out ever since. The team has gone 2-3 in his absence and failed to find any rhythm on the offensive side of the ball. It is still unknown if Jackson will be ready to play in the first round of the playoffs, and if he is, how effective he will be running the football. The Ravens’ outstanding defense has been the main reason behind their winning record. They held opponents to 18.5 points per game and the least rushing yards of any AFC playoff team. For the Ravens to go on a run, they will need Jackson to be explosive with his legs and lean on the defense to smother their opponents, which seems like a longshot considering the uncertainty surrounding Jackson.

The Miami Dolphins claimed the final playoff spot in the AFC after an ugly week 18 victory over the Jets. Miami was without starting quarterback Tua Tagovailoa after multiple concussions cast doubt on the future of his career. The Dolphins have an elite receiving duo in Tyreek Hill and Jaylen Waddle, but 3rd string QB Skylar Thompson has not been able to get them the ball consistently. The defense does not provide much hope either, as they allow more points than any other AFC team in the playoffs. Of all the teams in the playoffs, Miami is the least likely to advance past the first round as they await a brutal first-round matchup with the Bills.

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Sneaker Culture: How Athletic Footwear Became Self-Expression

Posted on January 6, 2023December 3, 2025 by Athelo Group

By Devin Kelley

Athelo Group

Many professional sports leagues now allow athletes to develop and wear custom athletic footwear to convey a message. Thanks to rule changes in recent years, the NFL, NBA, and MLB are giving their players a chance to express what they are passionate about. This shift in approach to self-expression began during the 2018 NBA season when rulebook adjustments allowed players to wear any color sneakers during games. Prior to this change, players were required to wear shoes that matched their team colors. Moves like these have become instrumental in giving players more freedom to express themselves and their flair for style and impact market demand for these custom pieces.

Athletes now have another platform to boost their image and showcase their love for art, design, and passions off the court. Collaborating with sneaker professionals, these players can bring their wildest imaginations to fruition. In essence, players are able to wear their hearts on their shoes. This type of visual communication fosters a pure and authentic form of self-expression. Today, we’re exploring some recent examples of players using custom footwear to define and capitalize on their personal brand.

1. Venezuela x Atlanta

When William Contreras was a member of the Atlanta Braves, he used his playoff cleats to support his home country of Venezuela and the city of Atlanta. Contreras’ cleats became a canvas to express his love, respect, and passion for his country. The design broadcasted a deeper story about his personal life to the entire world.

2. Waffle House

Julio Jones, an NFL Wide Receiver, once broke out a custom-printed pair of Waffle House cleats during practice. When asked about his cleats, Jones told reporters, “I wear these cleats because, like Waffle House, I’m open 24/7.” This clever play on words showcased Julio Jones’ playful side and strong work ethic. His creative nod to Waffle House defined his personal brand as an athlete on and off the field.

3. Minnie Mouse

Langston Galloway, a Detroit Pistons player, created a pair of custom sneakers to voice his support for a greater cause. Galloway reminded fans that October is Breast Cancer Awareness Month by debuting his eye-catching, pink sneakers. Galloway used customization to spread awareness about breast cancer and display his solidarity for those affected. His inclusion of the infamous Minnie Mouse also added a light-heartedness to his brand. Through his unique design, Galloway has been able to show his true colors and make a positive impact.

Providing the ability for athletes to showcase their passion points on the court or field is a powerful tool of expression via a global platform. This flexibility affords players the opportunity to not only be creative but to share a message of activism that can ultimately effect greater, positive change beyond just their sport. Whether for artistic purposes or beyond, fans and brands alike are taking notice of all of the unique footwear out there, and we expect to see more ways that brands collaborate with athletes in future campaigns through this custom avenue.

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LIV Golf News: Changing the Golf Landscape

Posted on December 19, 2022November 12, 2025 by Athelo Group

By Samson Wolpov

Athelo Group

In recent news on LIV Golf: On October 19th, the PGA TOUR announced a new plan that will look to keep them on the same playing field as LIV Golf, a newly founded league that rivals the PGA Tour. Jay Monahan, PGA TOUR Commissioner, announced that they are elevating four additional events throughout the season that will have increased purses and guaranteed appearances from top players on the tour.

The four events that were announced in October will be the WM Phoenix Open, RBC Heritage, Wells Fargo Championship, and Travelers Championship. Joining these four events will be the four major tournaments, the Players Championship, and other prominent tournaments.

LIV Golf’s Entry into Professional Golf

To ensure that these golfers are committed to playing in these elevated events, Monahan had to make some serious changes to the Player Impact Program, better known as the PIP. It was launched back in 2021 as a way to financially reward the Tour’s most important and popular players, but after a handful of the Tour’s most popular players left, it was due for a makeover.

In 2021, Only $40 million was divided among the top 10 players in the PIP standings at the end of the season. With the recent changes made, the player pool doubled with the top 20 players being rewarded and the prize pool increased to $100 million. Many fans were quick to point fingers at LIV Golf for ruining the integrity of the sport, but in hindsight, all they did was become the catalyst for change in terms of player payout.

This new league, founded by Greg Norman and backed by the Public Investment Fund of Saudi Arabia, revolutionized the sport of golf in terms of increased purses and player payout. During its inaugural season last year, the winners of each LIV tournament received $4 million while second place earned $2.125 million and third place received $1.5 million.

To gain the necessary credibility as a competent tour, Norman opted to offer lucrative amounts of money to the PGA Tour’s top players, including Dustin Johnson, Cam Smith, and Phil Mickelson. It is being reported that Mickelson received up to $250 million in order to join LIV Golf.

While many see this as a life-changing move for anyone, PGA officials and players saw this as an insult and were forced to make immediate changes to the current PGA structure. To give you some perspective on the differences between LIV Golf and PGA purses, the biggest paycheck a winner received from a single tournament last year on the PGA TOUR was $3.6 million with second place receiving $2.2 million. With LIV Golf poaching several important PGA players due to monetary reasons, the PGA was forced to think of ways to elevate their events and give their players the money they deserve.

How the Rules, Money & Structure Shift the Game of Golf

Not only has LIV forced the way the PGA pays their players, but it also changed the way golfers gain their PGA Tour cards. After many popular PGA players announced their move to LIV Golf, the PGA was forced to think of a way to not let the next batch of great golfers leave similarly.

For the first time in over a decade, PGA Tour cards will be given out at Q-school, a method for pro golfers to earn Tour cards by scoring well in qualifying tournaments, as the top five finishers on the Korn Ferry Qualifying Tournament will go straight to the PGA Tour.

Korn Ferry President had this to say about the new move, “Bringing back the awarding of PGA TOUR cards at Q-School will be exciting for our fans, membership, and potential new membership.”

The PGA did not stop here as they formed a strategic alliance with the DP World Tour that saw the top 10 finishers on the European tour be granted Tour cards as well. These partnerships not only show the growth of the PGA tour, but also a glimpse of hope that one day there will only be one league that represents all the best golfers throughout the world.

What Does This Mean for Golf’s Future?

While many saw LIV Golf as a bad thing for the sport of golf, some view it as a catalyst for change. Before the introduction of LIV Golf, it was tough to be granted a Tour card, but with the partnerships formed with the DP World Tour and the reintroduction of the Q-school, golfers now have a better opportunity to fulfill their dreams and compete on the PGA Tour. On top of that, current PGA Tour members can change their lives through elevated events and have the opportunity to be viewed as a “top player” in the world. While there is an ongoing feud between the PGA and LIV, we wonder if things can ever be resolved between the two leagues.

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NASCAR is Reducing their Carbon Footprint

Posted on November 28, 2022November 12, 2025 by Athelo Group

By Clair Baker

Athelo Group

When thinking of NASCAR, the brain doesn’t immediately associate it with environmental efforts or being a sport that focuses on sustainability; it may seem like it is amassing quite a carbon footprint.

Why NASCAR’s Carbon Footprint Matters

A single race car takes between 65 and 75 gallons of gas for a Saturday race; multiply that number by 40 and you have about 2,600 to 3,000 gallons of gas used in one day’s race. In a single day and on one track, NASCAR vehicles have the potential to release 120,000 pounds of carbon dioxide. Though these numbers may seem alarming, NASCAR takes the steps necessary to become a more sustainable sport and leave less of a carbon footprint one race at a time with NASCAR Green.

NASCAR Green: Racing Toward a Sustainable Future

NASCAR Green is an industry effort and initiative that is working to minimize NASCAR’s environmental impact while bringing value and inspiration to the motorsports industry, its partners, employees, and fans. NASCAR had always wanted to influence, educate and inspire our fans on fuel efficiency, reforestation, sustainability, etc., and with that, the beginning of this journey involved with is automotive fluid recycling which safely recycles and transports oils, is in every NASCAR garage as well as many team shops

This initiative takes place at NASCAR events throughout the racing season. It incorporates racing on a blended biofuel called Sunoco Green E15 that assists with in-venue recycling efforts, food diversion, solar-powered tracks, and lighting fixtures.

One early initiative involved promoting the use of high-MPG vehicles, for which they partnered with the Environmental Protection Agency and in 2009, a NASCAR team called Hall of Fame Racing purchased carbon credits to offset half of its emissions per race, practice session, and even travel.

In another NASCAR division, one driver even purchased and tended to an acre of rainforest to offset their carbon emissions.

Sustainability in Action Across NASCAR Tracks

In addition, NASCAR efforts made through the ‘NASCAR Tree Planting Program’ have resulted in more than 500,000 trees being planted across the country, specifically in areas affected by climate-related natural disasters.

Sustainability in NASCAR is more than what is being put into the vehicles and how it affects the environment, but also how to give back to help and improve the environment and its well-being. Many NASCAR tracks and teams are also implementing renewable energies as well as more energy-efficient options in their day-to-day operations. Things like aluminum, plastic, and cardboard recycling have now become an operational function for many NASCAR venues and a normal part of their business operations.

Similarly, initiatives like this are taking place at venues all over the country, Daytona International Speedway, for example, has created the Daytona Rising project and partnered with Florida Power and Light Company to create the FPL Solar Pavilion and Solar Canopy to provide shade for fans along with the FPL Solar Park. Collectively, all three consist of over 7,000 solar panels that generate zero-emissions energy.

The Broader Impact on Motorsport’s Green Revolution

So why is this important? These days, environmental awareness is at an all-time high, and looking for ways to become more sustainable and environmentally safe is a top goal for many companies, organizations, and industries all across the globe and NASCAR is no exception. It may be easy for NASCAR fans to feel uneasy about supporting a sport that may seem like it is impacting the environment negatively, but that is simply not the case anymore.

While it is true NASCAR cars burn more fuel than their street-legal cars and vehicles, some of what they burn is ethanol. Fuel that includes ethanol, like NASCAR’s E15, is cleaner than the type of fuel some road vehicles burn derived from plants and it is a renewable resource. And to make things environmentally friendlier, NASCAR cars convert heat into power better than many road cars.

Though these initiatives are new and NASCAR wasn’t always considered environmentally safe, they are turning things around. And while most of NASCAR’s fuel blend remains gasoline, adding 15 percent ethanol to the mix allows for far cleaner fuel than you might find at your local gas station.

Not only do the initiatives taken by the NASCAR industry implement big changes within, but other industries, for example, Indy Car is implementing a new initiative within their day-to-day racing with eco-friendly tires announced earlier this year. All tires delivered are relayed by electric vehicles and all electricity consumed at the speedway is purchased through 100% renewable energy credits.

We are seeing sustainable and environmental efforts across various aspects of motorsport that will only continue to grow. These initiatives are only about a decade old and the direction of sustainability in NASCAR and all motorsports for that matter will only continue to grow from here.

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Sustainability in Brand and Athlete Partnerships

Posted on November 21, 2022November 12, 2025 by Athelo Group

By Devin Kelley

Athelo Group

In today’s world we hear so often about what we can do to help save the environment and protect mother nature, but have you ever considered what your favorite athlete or brand is doing with their platform to help with this?

Sustainability in brand and athlete partnerships can sometimes be hard to get right and feel authentic, but when brands find the right athlete to work with who is incredibly passionate about their impact on the world, the most incredible partnerships are born.

Why Sustainability Matters in Brand-Athlete Partnerships

Brisa Hennessy, from Costa Rica, is currently ranked the 5th best surfer in the world and competes in the World Surf League. Outside of surfing, Brisa has a love for cooking, education, community, and sustainability. These are all key ingredients in the cultivation of an organic partnership with Brisa, and what brands look at in order to engage the relatability level.

Sustainability and being eco-friendly are two major core values for Brisa and are crucial reasons on what partnerships she currently has.

How Sustainable Brands Strengthen Athlete Impact

Brisa has multiple partnership deals with brands, including Vertra, Rip Curl, Nosotros Tequila and Pura Vida. Each partnership is so unique and the goals of each campaign are different.

For example, Vertra is special to Brisa because of their initiative. Vertra is committed to delivering athlete inspired, planet friendly premium suncare and skincare products to keep outdoor athletes and adventurers protected while having fun in the sun. Not only does Vertra support her athletic career, but each and every brand holds a pure connection to Brisa’s core values. With this partnership Brisa is supporting the Vertra brand and helping raise awareness to the eco-friendly products they sell.

Another one of Brisa’s partners, Pura Vida, spends much time, energy, and focus on sustainability and ocean protection. This shared connection was brought to life and through this a partnership was born.

Pura Vida was founded from a trip to Costa Rica where the founders fell in love with the laid-back culture and lifestyle. From then on, they set out to celebrate and spread the “pura vida” spirit globally through responsible, artisan-made products that inspire positivity and give back. “Pura vida”, translating to “pure life” in Spanish, is more than just a saying in Costa Rica – it’s about enjoying life’s little pleasures, slowing down and living life to the fullest.

They have partnered with more than 200 charities around the world to donate over $4 million to causes you care about. Pura Vida is always striving to do more and is constantly on the lookout for charities that can benefit from help.

When Brands, Leagues, and Athletes Unite

Pura Vida also took this initiative beyond partnering with athletes when they decided to team up with the World Surf League to be the presenting partner of the Rising Tides program. Rising Tides is a cornerstone of the league’s values, providing young surfers access to the world’s best surfers and a platform to explore and learn from their heroes and heroines about pursuing their dreams in and out of the water.

Pura Vida again teamed up with the World Surf League to bring the waves to you with the WSL Mixed Bracelet and Mini Braid Anklet. The upcoming WSL x Pura Vida bracelet ties back to WSL’s We Are One Ocean campaign, which spotlights sustainability and ocean protection. Pura Vida and the WSL want to ensure the ocean is healthy for generations of surfers and aspiring athletes to come.

The World Surf League continues to be committed to protecting and conserving the global ocean through We Are One Ocean to preserve the future of our sport for generations to come. The WSL along with its non-profit partner WSL PURE, and SHISEIDO, are bringing this to life at each WSL Championship Tour event through community-led activations. They are working with a number of inspiring organizations to make an impact in spaces around coastal restoration and conservation, reducing plastics and climate change, which tie back to priorities outlined by the UN Decade on Restoration.

Building a Blueprint for Sustainable Sports Partnerships

Companies are able to create key campaigns and activation points that truly make a difference by implementing these partnerships. Through the work of brands like Pura Vida, the WSL and good people like Brisa Hennessy, awareness is brought to issues like the ecosystem and positive changes occur.

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1. Venezuela x Atlanta

2. Waffle House

3. Minnie Mouse

LIV Golf’s Entry into Professional Golf

How the Rules, Money & Structure Shift the Game of Golf

What Does This Mean for Golf’s Future?

Why NASCAR’s Carbon Footprint Matters

NASCAR Green: Racing Toward a Sustainable Future

Sustainability in Action Across NASCAR Tracks

The Broader Impact on Motorsport’s Green Revolution

Why Sustainability Matters in Brand-Athlete Partnerships

How Sustainable Brands Strengthen Athlete Impact

When Brands, Leagues, and Athletes Unite

Building a Blueprint for Sustainable Sports Partnerships

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