This post was developed in connection with a panel hosted by ADWEEK.
Panel participants:
- TJ Adeshola, Media Executive
- Natalie Fortier, VP, Global Director of Communications, SailGP
- Jenna Klein, Global VP, Brand and Athlete Strategy, The Players’ Tribune
- Will Ober, Vice President, Athlete Partnerships, Platinum Rye Entertainment
- Casey Reede, Founder, Courtside Talent
- Leela Srinivasan, CEO, Parity
- Nicole Towner, Associate Director, Magnum and Talenti US Operations
Today’s athletes build brands, communities, and culture. As creator culture rises, the strongest partnerships start with an athlete’s lived narrative and a real connection to the product.
At ADWEEK House Racquet Club’s group chat called Advantage, Brands, leaders shared what’s working now in sports marketing—and what’s next.
What the sports partnerships landscape looks like today
The panel began by discussing the recent changes in sports marketing. Jenna Klein, Global VP of Brand and Athlete Strategy at The Players’ Tribune, drew a line between the traditional endorsement model and athletes who now run their own media.
“We’ve seen a shift in the past 5-10 years,” she noted. “Athletes are building up their own brands. They’re really telling their own stories and they’re owning that narrative in such a beautiful way.” This self-driven storytelling is what makes athlete–brand connections feel genuine and makes them so valuable.
For Nicole Towner, Associate Director of Magnum and Talenti US Operations, the move toward athlete-led storytelling in campaigns creates a truer fan experience. “At Talenti, we could only dream of having the same level of fandom and brand love that athletes and teams have. So it’s been really exciting for us to tap into tennis for the first time and partner with Emma Navarro. She’s been able to lend authenticity,” she said.
Brands are moving away from simply sponsoring athletes to becoming part of the athlete’s story. “It’s all about the experience and love you’re able to create through sports—with the brand adding to that feeling, not taking away from it, so fans walk away with more value,” Towner added.
Storytelling and personal brand building are changing women’s sports
The panel then zeroed in on the incredible momentum in women’s sports, with a specific focus on storytelling and personal brand building.
Leela Srinivasan, CEO of Parity, pointed out that, historically, women’s sports received less than 5% of media share, but that figure is now up to 15-20% and rising.
This increased visibility is coupled with athletes who are more empowered than ever to share their stories. “You’ve got this generation of athletes who’ve had to learn to tell their story off the court, off the field, because they don’t make enough money playing the sports,” Srinivasan shared.
