Sports Marketing Archives - Page 9 of 15

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

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

By Blake Haboush

Athelo Group

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

The Host Cities

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

The Final Destination

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

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

Future Impact

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

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

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

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New Movement on the Ice: PWHL Skyrockets to Success

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

By Caroline Potter

Athelo Group

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

Mapping Out the League

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

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

Early Success

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

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

Sponsorship Buzz

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

NHL All-Star Weekend

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

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

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Women’s Volleyball Recruitment and Social Media: The New Double-Edged Sword

Posted on February 4, 2024November 18, 2024 by Athelo Group

By Logan Whitmire

Athelo Group

It’s no surprise that social media has become an integral part of our lives, influencing how we communicate and even how we present ourselves professionally. In the world of collegiate women’s volleyball, social media offers recruits a unique opportunity. Aspiring recruits can now create content to showcase skills, connect with coaches, and potentially secure coveted spots on college teams. As women’s sports grow in recognition and marketing spend, their social media expansion seems only natural. However, beneath the surface of this seemingly beneficial tool lies pitfalls that can severely impact an athlete’s recruitment journey and career trajectory.

Communicating Through a Personal Brand

Platforms like Instagram, Twitter, and TikTok provide athletes a global stage to display their talents, engage with fans, and attract the attention of college recruiters. Charlotte Glass, one of the top setters in the country, quickly amassed 37K Instagram followers doing just that. From hype reels with teammates to short-form setting tutorials, Glass crafted a personal brand that highlighted her athleticism and dedication. Duke Volleyball took notice and Glass ultimately committed to the team for 2025. Stories like this one aren’t uncommon. In fact, 83% of collegiate coaches conduct online research of prospective student-athletes to inform their recruiting decisions.

Social media also allows athletes to bypass traditional recruitment channels and directly connect with college coaches and programs. Potential women’s volleyball recruits must adhere to the official NCAA recruitment timeline, which restricts communication with coaches until the summer before junior year. After this window, social media offers an outlet beyond email to connect with coaches on a more personal level. Platforms provide a level of transparency that benefits both athletes and recruiters, allowing them to gauge mutual interest and compatibility before committing to a formal recruitment process.

Navigating Risks

Despite its benefits, social media in collegiate volleyball recruitment carries risks, notably the potential distortion of athletes’ abilities and character. As sports commentator Joe Davis points out, athletes may rely on social media for performance validation, leading them to embellish skills to stand out in fierce competition. This can create a false narrative that may backfire during recruitment. Additionally, the relentless pursuit of likes and followers can divert athletes from their primary goal: becoming better volleyball players.

The pressure to maintain an attractive online presence may prioritize aesthetics over substance, detracting from skill improvement. In the competitive world of women’s volleyball, this can adversely affect athletes’ well-being. Prominent athletes like Victoria Garrick Browne, a former University of Southern California recruit, stated that she “couldn’t take a wrong step without feeling like her world was coming down.” Browne struggled with mental health as she balanced social media with her performance on the court. After graduation, Browne went on to share her story on social media with content tackling topics like body image, anxiety, and depression. By pivoting away from the pitfalls of social media and leaning into authenticity, the former college recruit has amassed nearly half a million followers on Instagram.

Perpetuating Inequality

Beyond risks, the influence of social media marketing in collegiate volleyball recruitment can also perpetuate systemic inequalities within the sport. Athletes from affluent backgrounds may have a distinct advantage in funding polished, high-quality content that garners attention from recruiters. Conversely, athletes from underprivileged backgrounds or those lacking social media savvy may struggle to compete on an uneven playing field, further widening the gap in recruitment opportunities. Some volleyball bootcamps, organized by “recruitment specialists” that aim to lend knowledge in harnessing the power of social media, charge a whopping $800 for enrollment. With club play already costing high school athletes between $2-30K a year, lower income students cannot afford this extra edge.

While social media marketing holds undeniable potential as a tool for collegiate volleyball recruitment, its inherent risks cannot be overlooked. From the dangers of misrepresentation and distraction to the threat of systemic inequalities, athletes must approach social media with caution. By prioritizing authenticity, integrity, and a balanced approach to online presence, aspiring collegiate volleyball players can navigate the complexities of social media marketing while safeguarding their recruitment prospects.

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

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

By Jason Marino

Athelo Group

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

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

Why Does Golf Need a Rollback?

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

Implications of the Rollback

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

How Might the Rollback Affect Athletes and Sponsors

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

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

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How NBA Jerseys Are Boosting the Fan Experience

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

By Jake Margolick

Athelo Group

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

Teams and Sponsors Win Big

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

Fostering Fan Connections

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

Netting Engagement Among Younger Audiences

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

Innovative Tech in NBA Jerseys

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

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

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

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

By Tanner Steffy

Athelo Group

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

Xander Schauffele

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

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

Jason Day

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

Tiger Woods and Nike

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

Future Implications

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

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

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

By Jason Martini

Athelo Group

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

Student Athletes Get Their Payday

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

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

The Transfer Portal Problem

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

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

Risk of Exploitation

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

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

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

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The NFL Takes Over Christmas

Posted on December 23, 2023November 18, 2024 by Athelo Group

By Tyler Cohen

Athelo Group

Christmas Day games are a coveted gift from the NFL, giving fans the opportunity to merge football and holiday excitement. Football fans are treated to a spectacle that skillfully integrates the thrill of the game into the fabric of holiday traditions, as the nation’s homes fill with the aroma of holiday feasts and sparkling lights. The NFL’s Christmas Day games are more than just an extension of the regular season; rather, they’re a unique blend of turf and tradition that come together as families across the nation huddle up in front of their TVs to celebrate. The NFL’s introduction of Christmas Day games signifies an important turning point in the league’s history, creating a bigger football presence associated with the holiday season and solidifying the gridiron’s standing as a cherished holiday tradition.

Christmas Day Viewership

2023 marks 30 total Christmas Day NFL games and the fourth consecutive year of Christmas Day games. While the NFL held the first Christmas Day games back in 1971 during the Divisional Playoffs, they’re coming into the 2023 holiday bigger than ever before. On a day when families are gathered around the television looking for shared entertainment, the league aims to capitalize on increased viewership and a wider audience. New efforts have been made to net viewers, with the NFL scheduling their first ever triple-header this Christmas Day. The initiative should come as no surprise, as last year’s Packers and Dolphins game captured a record 30M viewers. The NFL looks to Christmas 2023 as an opportunity to expand their game into the festive holidays, adding great games that will entice families from all over the world to tune in.

Bring Christmas to the Stadium

The NFL’s Christmas Day games infuse stadiums with a festive euphoria that goes beyond the confines of conventional sports events, creating a magical atmosphere. There’s no denying the festive spirit in the air as fans flood into the venues decked out for the holidays. The stadiums are visually stunning, with oversized ornaments, brilliant Christmas lights, and life-size displays that immerse spectators in a wintry wonderland. Back in 2016, the Green Bay Packers transformed Lambeau Field, decorating the entire stadium with over 1000 feet of garland, 30 wreaths, and 14 Christmas trees to get their fans in the holiday spirit. And at this year’s 49ers Christmas game, the NFL is taking Christmas-themed engagement to another level. Fans with the 49ers mobile app will be able to partake in a synchronized light show during player introductions. Whether you’re watching from home or the stadium this year, you can experience a game environment that combines Christmas spirit with the intense passion of football.

Christmas Spirit on the Field

The players themselves add to the joyous atmosphere by dressing in unique holiday-themed uniforms that show off their team spirit and give the game a whimsical touch. For example, during the 2022-2023 season, Cleveland Browns tight end Pharaoh Brown wore a grinch outfit to his game to get fans excited about the holiday times. The sounds of well-known holiday songs permeate the crisp winter air, provided by energetic marching bands and halftime shows that enlist spectators in coordinated celebration. Last year, NFL fans were treated to Jason Kelce and the Philadelphia Eagles offensive line’s Christmas album, “A Philly Special Christmas.” With the help of Taylor Swift fans, Travis and Jason Kelce’s newest 2023 Christmas hit, “Fairytale of Philadelphia,” has now landed the #1 spot on iTunes. In addition to music, jumbotron displays with animated holiday characters and exclusive team-themed holiday merchandise giveaways add to the Christmas spirit. Now more than ever, Christmas is giving the NFL a chance to engage with fans in alternative, exciting ways.

Memorable Christmas Day Match-ups

Some of the most memorable games in football history have taken place on the NFL’s Christmas Day slate. Back in 2005, we watched the legendary Bears vs. Packers rivalry game where the Bears were finally able to take down Brett Favre in a thrilling, long-awaited victory. Patrick Mannelly, the long snapper for the Bears recalls the moment: “It was just a great Bears-Packers memory and my favorite Christmas ever.” In 2016, during the Ravens-Steelers Christmas match-up, Ravens running back Le’Veon Ball rushed a record-breaking 236 yards. His standout performance captured the spirit of excellence in Christmas Day football. Year after year, the league carefully plans these matchups to include fierce rivalries and high-stakes confrontations that heighten the excitement of the holiday celebrations. Whether it’s two teams vying for playoff positioning or historic rivals renewing their long-standing grudges, Christmas Day match-ups promise fans timeless moments under the twinkling lights of a festive stadium.

As past years have proven, Christmas Day NFL games are a huge success and a unique opportunity, bringing a special mix of athletic skill and joyous celebration to the holiday season. This year’s Christmas Day games should be no exception. While the NFL claims there will be no Christmas games in 2024 due to the holiday falling on a Wednesday, fans can still hold out hope. If 2023 garners high viewership and fan engagement, the league could succumb to the holiday spirit and make their very first exception in the coming year.

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Rising Fortunes: The Women’s Sports Revenue Boom

Posted on December 17, 2023November 12, 2025 by Athelo Group

By Desta Sahle

Athelo Group

Gone are the days when women’s sports were relegated to the background, and it’s about time we all take notice. They are now front and center, dazzling us with sheer talent, grit, and an unapologetic flair for drama. Women’s professional sports have witnessed a remarkable upswing in revenue, reflecting a major shift in perception and commercial viability. This trend can be attributed to several key factors, including increased media coverage, greater corporate sponsorships, and a growing global audience. It’s simple: women’s sports are here, they’re fierce, and they’re reshaping the landscape of athletics as we know it.

Women’s Sports Have Hit a Revenue Inflection Point

In a landmark prediction by Deloitte, women’s professional sports are expected to surpass a revenue milestone of $1B by 2024, marking a 300% increase since 2021. This financial boom is a testament to the growing fanfare and marketing efforts in women’s sports. The 2023 FIFA Women’s World Cup, for example, brought in over $570M in revenue, produced record-breaking ticket sales, and experienced an all-time high in broadcasting viewership.

Media, Sponsorship & Global Audience: What’s Fueling the Boom

Sports publishers like The Gist even reported greater ad revenue from the women’s World Cup than the men’s tournament, while Front Office Sports reported an even yield between both genders. Compared to years past, results like these are monumental. They challenge the traditional narrative around women’s professional sports, often seen as a cost center rather than a revenue generator, and reflect their growing commercial appeal.

Networks and media moguls alike are placing more focus than ever on tapping into women’s sports audiences. During a meeting with NCAA President Mark Emmert, Georgia Tech Coach Nell Fortner passionately announced: “We’re a huge potential revenue stream.” She highlighted the longevity of college athletes, their ability to attract new fans, and the need for a change in perspective. Her plea reflects a growing consensus that women’s elite sports represent a significant investment opportunity. Take the NCAA women’s basketball, for instance. Their games are now must-watch events, with last summer’s championship game between LSU and Iowa drawing 10M viewers. Thanks to gritty performances by Angel Reese and Caitlin Clark, the game became the most-watched college sporting event ever broadcasted on the ESPN+ platform.

Brand Strategy Meets Female Athlete Opportunity

Record-breaking viewership has caught the attention of major brands and venture capitalists who all want in on women’s sports growing appeal. Now more than ever, aligning with women’s sports isn’t just goodwill– it’s smart business. In recent years, we’ve seen AT&T, Deloitte, and Nike all become prominent WNBA partners. Sky Sports and the BBC are now committing an annual $20M to the Women’s Super League in the UK. In addition, Barclays’ recent sponsorship in the FA Women’s Super League and Gucci’s partnership with professional footballer Leah Williamson highlight the investment value behind female athletes. Even venture capitalists agree: a new NWSL team in Los Angeles, backed by Silicon Valley venture capital, points to the increasing valuation of female sports professional teams, now ranging between $20M to $100M. These developments underscore the rising importance of media and marketing in elevating the profile and profitability of women’s professional sports. It’s a win-win, with companies gaining positive exposure and women’s sports basking in the financial glow.

And let’s not forget the global audience – women’s sports have truly gone international, as events like the Women’s World Cup and the WNBA now draw record viewership in both the United States and Europe. As these leagues gain more recognition and visibility around the world, they are attracting a larger and more diverse audience. Fans from all corners of the world are tuning in, buying merchandise, and passionately following their favorite teams and athletes. This enthusiasm is evident in the Australian national team’s jersey sales during the last World Cup. Sales were up 19 to 1 compared to 2019, with the Matildas Nike kit quickly selling out in brick and mortar stores. Nike’s Pacific VP, Ashley Reade, told Octus Sports that the record sales are “a true testament to the power and pull of women’s sport” across the globe.

Sustainability, Investment and the Future of Women’s Sports

This shift in women’s athletics goes beyond financial aspects, marking a cultural renaissance in the sports world. The synergy of enhanced media coverage, sponsorships, and a growing global audience has propelled women to the forefront. As we approach 2024, the future of women’s athletics is filled with promise and excitement. This period is not just about athletic capability but also about the increasing influence of female athletes as role models. Their impact, combined with record-breaking global engagement, is setting the stage for 2024 to be a landmark year in shaping the cultural significance of women’s sports.

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Shaping the Future of Ads: The Las Vegas Sphere’s Impact on Marketing

Posted on December 4, 2023December 4, 2023 by Athelo Group

By Josephine Belcher

Athelo Group

Ever since the $2.3B Las Vegas Sphere launched in September 2023, it has rapidly become a marketing and advertising sensation. Known as “The Exosphere,” this architectural phenomenon is the world’s largest spherical structure, reaching 366 feet and 516 feet wide. Illuminated by over a million LED lights, it cast a mesmerizing glow over the Las Vegas skyline, drawing the attention of consumers and visitors. Advertising on the Sphere is a hefty investment with costs ranging from $450K a day to $650K a week. Despite this, the Sphere has hosted innovative brand campaigns and high-profile engagements, heavily impacting social media. The diverse collection of brands that have utilized the Sphere has transformed it into a hub of creativity and a new benchmark in digital advertising.

YouTube was the first to capitalize on this unique opportunity, promoting their NFL Sunday Ticket package by transforming the Sphere into giant football helmets. This highlighted YouTube’s partnership with the NFL in a distinctive way. Following YouTube, the NBA leveraged the Sphere’s capabilities to turn it into a massive basketball, reinforcing its brand in an eye-catching combination of sculptural and graphic advertising.

Microsoft’s Xbox campaign, featuring huge “X” logos circling the structure, mirrored the futuristic spirit of gaming. Sony also promoted its game, using the Sphere to promote Spider-Man 2 for the PlayStation 5. Autodesk and Marvel Studios teamed up to showcase Autodesk’s significant contributions to filmmaking and visual effects. This collaboration resulted in a compelling advertisement highlighting the intersection of technology and creativity in the movie industry.

Major players in the beverage industry have also utilized the Sphere to capture audiences. In their campaign, Coca-Cola’s use of generative AI presented a futuristic vision, promoting their Y3000 Zero Sugar soda. Heineken, aligning with the Formula 1 Grand Prix, transformed the Sphere into a spinning disco ball that turned into ice blocks before collapsing to reveal their new Heineken Silver beer. This created a buzz and expanded brand visibility while fascinating a broad audience of event attendees.

According to Sussex Innovation, the Sphere has an estimated 4.7 million daily impressions and has skyrocketed its social media presence. The follower counts on the Sphere’s Instagram and TikTok saw a dramatic increase in just the first week after the opening, and they continue to rise as more innovative events and brand campaigns are introduced. These impressive statistics highlight the Sphere’s effectiveness in driving significant return on investment (ROI) for brands, achieved through its innovative content delivery and trendsetting capabilities in digital advertising.

The Las Vegas Sphere is at the forefront of a transformative shift in Out-Of-Home (OOH) marketing and advertising, challenging and redefining traditional approaches with cutting-edge technology and scale. Its digital canvas elevates advertisements to new heights of vibrancy and detail, surpassing standard displays. The Sphere’s unique spherical shape opens up endless creative possibilities, allowing brands to envelop the entire structure with their message for a 360-degree experience that blends art and cinematic elements. This innovation sets the stage for future OOH advertising trends. Its success inspires the integration of architectural innovation with digital marketing, potentially leading to the emergence of similar structures globally.

Looking ahead, the future of the Las Vegas Sphere is filled with exciting prospects. It’s even venturing into the world of live sports with plans to host a UFC event in 2024. This indicates a new era for the venue, where its unique blend of advanced technology and innovative design will provide immersive experiences across various events. Whether it’s high-energy sports matches, captivating concerts, or groundbreaking digital advertising, the Sphere is set to reinvigorate Las Vegas entertainment, promising every visitor a blend of sensation and innovation.

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Bring Christmas to the Stadium

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Media, Sponsorship & Global Audience: What’s Fueling the Boom

Brand Strategy Meets Female Athlete Opportunity

Sustainability, Investment and the Future of Women’s Sports

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