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The Winning Playbook: Securing Success in Sports Influencer Marketing Strategy

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

By Alexis Hudson

Athelo Group

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

Authenticity

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

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

Impactful Partnerships

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

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

Diversification

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

Measuring Results

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

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

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

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

By Grant Babytasky

Athelo Group

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

How Fan Engagement Drove MLB’s Evolution

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

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

The Business Case Behind the Fan-Focused Moves

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

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

What the Future Holds for Sports Leagues and Fans

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

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

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

By Claire Devine

Athelo Group

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

Why the Olympics Are Growing Their Sporting Roster

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

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

The Commercial & Brand Implications of New Sports

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

Hosting the Games: Legacy, Economy and Infrastructure

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

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

What This Means for the Future of the Olympic Movement

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

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The WWE and UFC Merger: What’s Ahead for TKO

Posted on October 6, 2023November 18, 2024 by Athelo Group

By Tyler Cohen

Athelo Group

Combat sports’ unmatched fusion of athleticism, strategy, and theatrics has enthralled spectators for generations. Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), two of the most recognizable names in combat sports, stand out for their different perspectives on fight entertainment. The 1993-founded UFC is a pioneer in the rise of mixed martial arts (MMA), stressing the spontaneous battles between athletes trained in different disciplines. WWE, which has its roots in the 1950s, is recognized for its scripted professional wrestling shows that mix athleticism with dramatic storytelling. UFC and WWE have both attracted dedicated fan groups, blurred the barriers between sport and entertainment, and become integral parts of the combat sports culture.

The Creation of a Powerhouse

Back in January of 2023, Endeavor-owned UFC and WWE began discussing the possibility of joining forces. On September 12th, 2023, UFC and WWE sealed the deal in a shocking merger valued at $21B. Their newly formed entity, Total Knockout Group (TKO), will maintain the autonomy of WWE and UFC while also growing the world of combat sports and combining elements from both sport and entertainment. Ari Emanuel, the CEO of Endeavor, and Vince McMahon, Chairman and CEO of the WWE, came together to agree upon the terms of the merger and their vision for TKO. Although there are growing pains, both Emanuel and McMahon believe that TKO will become a sports and entertainment powerhouse.

As a result of the merger, TKO went public on the New York Stock Exchange and gave investors and fans the chance to own a piece of the action. When explaining the monumental move to investors, Emanuel stated: “This is a once-in-a-lifetime opportunity to bring together two leading pure-play sports and entertainment companies that operate in the most attractive parts of the media ecosystem.” The stock opened on the exchange at $100 per share and has dipped to around $82 dollars a share. As the company continues to grow, there are high hopes that being publicly-traded will help TKO flourish in the long run.

Eyes on the Fighters

Wrestlers and MMA fighters have dedicated their lives not only to the sport, but also to putting on an engaging, dynamic show for fans. The merger between UFC and WWE is guaranteed to have a significant impact on the fighters of both organizations. While UFC and WWE will still be operating separately, they will be creating bigger audiences and new opportunities for fighters. By combining the two organizations and their committed fan bases, we all expect to see the fans’ love for the two sports grow into one. Although there’s no sign the two will hold combined events, TKO is considering the advantage of stacking events. Khan has even hinted at the idea of an “All Star TKO Weekend” which would include Smackdown, UFC, and WWE all occurring in succession on the same weekend, in the same city.

Fighters will also see opportunities to broaden and test their skill set. We’ve seen cases where UFC fighters transition to the ring and where WWE wrestlers transition to the Octagon in bold, career-expanding moves. For example, CM Punk and Brock Lesnar participated in both organizations and were able to showcase their talents in different ways, sparking new interest among fans. When asked about the new opportunities available for fighters within the TKO organization, WWE President Nick Khan explained how “UFC people with big personalities who, once their UFC run is done . . [could] have a longer life at WWE, an extended life with TKO.” With the two organizations united as one, fighters should find it much easier to switch over and test the waters of a new way of fighting.

On the other hand, the merger also poses new challenges to fighters under the TKO umbrella. With two of the most well-known sports organizations merging together to become a powerhouse of sport and entertainment, so many eyes will be on TKO whether you’re a fan or fighter. If athletes are actively looking to pursue careers within TKO, there may be an increase in competition for jobs, making it harder to obtain and retain a job. On September 22nd, for example, the WWE released 20 wrestlers and 100 off-camera employees due to TKO’s 2024 media rights deal with USA Network. With many new athletes wanting to join and such limited space, performances need to be entertaining and there is a lot of pressure on the athletes to create results. Overall, the UFC and WWE merger has presented fighters with both exciting opportunities and a more demanding landscape in their pursuit of success.

Impact on the Combat Sport Fans

Whether you’re a fan of the sport or entertainment aspect, we all can expect an exciting shift in the way we consume and interact with the content produced from these amazing events. With the combination of skills and resources, TKO has the potential to improve production quality, create deeper stories within the organization, and compile athlete rosters that will amaze fans and spectators alike. More additions we may see take place include blending of characters and plot lines, holding events consecutively, and with TKO’s new media rights deal, we could even have the opportunity to see reality television and exclusive content.

Additionally, the TKO merger has the potential to improve the fan experience, whether you’re a fan consuming material from the comfort of your home or attending the live event in person. With events held around the globe, it is critical that Emanuel and McMahon find unique ways to merge their respective fans into one cohesive, engaged base. Having the two biggest combat sport organizations under one umbrella allows for so much opportunity for this kind of engagement.

The merger between the UFC and WWE to create TKO is a bold move that has the potential to revolutionize the way we perceive and consume combat sports and entertainment. It has the power to captivate a global audience, create unforgettable moments, and push the boundaries of what is possible in the world of sports entertainment. As this exciting venture unfolds, the world will be watching intensely, eager to see what TKO has in store for the future of combat entertainment.

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Sports Betting Legalization: What Its Big Impact Means for Sports

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

By Jason Martini

Athelo Group

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

Increase in Viewership/Engagement

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

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

Increased Fan Experience

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

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

Integrity of the Game

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

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

Impact on Athletes

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

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

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

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

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

By Josephine Belcher

Athelo Group

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

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

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

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

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

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

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

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Authenticity

Impactful Partnerships

Diversification

Measuring Results

How Fan Engagement Drove MLB’s Evolution

The Business Case Behind the Fan-Focused Moves

What the Future Holds for Sports Leagues and Fans

Why the Olympics Are Growing Their Sporting Roster

The Commercial & Brand Implications of New Sports

Hosting the Games: Legacy, Economy and Infrastructure

What This Means for the Future of the Olympic Movement

The Creation of a Powerhouse

Eyes on the Fighters

Impact on the Combat Sport Fans

Increase in Viewership/Engagement

Increased Fan Experience

Integrity of the Game

Impact on Athletes

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