Welcome New People

If you’re new to our newsletter and community welcome! Here we share information on upcoming and past events, insights on the social media industry, and some creative strategy at the intersection of creators and brands.

Today we’re talking all things sports!

Social Media Is The Future Of Sports!

Most people have some kind of love for sports. For me, I’m an avid, though often heartbroken, lifelong Jets fan. But even if you’re not a die-hard fan of a specific team, I’d bet you’ve got a core sports memory: maybe it’s scoring a basket or a goal, watching the Super Bowl with family, or the magic of attending a live game.

Now, athletes don’t always lean into social media, but we all know it’s an incredibly powerful way to build a brand, foster a community, and yes, create serious income opportunities.

This episode is all about sports, and I think the insights below will be a total “touchdown,” “grand slam,” or “slam dunk”… you get the idea!

Our Last Event:

We had an incredible event a few weeks ago in partnership with Dunkyard, a media platform focused specifically on basketball. With over 60 attendees and an unbelievable panel (yes it was that good)!

We’ll share more about our next event in the coming weeks!

Thanks To Our Partners

Thank you to our incredible partners. If you would like to see the brands that provided products for the night please see below.

Brand Partners

Dunkyard: A basketball media company that is home to great stories, fun facts, + live event coverage from the game we all enjoy and co-founder Arden Franklyn for being a big part of the night.

Twenty Four New York: A clothing reseller at the intersection of fashion and sports. Their space in the Oculus was incredible and they’re always looking to bring creators into the space.

Beverage and Product Partners

Saint James Iced Tea: Iced Tea As It Should Be. A product that actually tastes like tea, with lush fruits that complement each leaf, and a satisfying chill that makes the day brighter. It’s our version of lightning in a bottle, transporting you to a place where life is purely, and exactly, as it should be.

Factor Form: Protein powder, daily greens, and hydration boost from Fractor the company that brings pre-made meals right to your door.

Photos and Video From the Night

B&H Creators: Captured the panel on video so we could share it with those who weren’t able to show up to the event. They host events in the city for creators and are also an incredible electronics store at 420 9th Ave in the city. I highly recommend if you need some gear checking them out!

If you’d like to catch up on highlights from the night or view photos from the event, whether you were able to join us or not, please take a look below.

Special thanks to our amazing photographer, Brandon Hill (@astoldbyb.hill), for capturing the night beautifully. If you’d like to share photos from the night on your socials please tag him!

Also thanks to Tyra Dixon and Peter Mamaev for checking guests in and helping us out throughout the night!

We’ve shared below some insights from the panel, but if you are interested in hearing the full panel, please see it below on our YouTube channel. These individuals are the future of sports media and it’s definitely worth a listen.

Insights From Our Panel:

The intersection of sports and social media is reshaping how we experience and engage with the game, both on and off the field. From athletes building personal brands to platforms prioritizing relatable, social-first content, the industry is evolving rapidly. Here's what we explored:

1. Social-First Content Isn’t About Highlights—It’s About Emotional Connections

• Key Shift: The sports industry is moving from broadcasting plays to capturing real moments that make athletes relatable. Instead of just showing game highlights, successful content showcases athletes’ personalities, locker room dynamics, and candid interactions (e.g., G3 LiAngelo Ball’s song Tweaker in the locker room).

• Why It Works: Gen Z craves relatability and behind-the-scenes access. Seeing athletes as real people—not just professionals—is what drives engagement.

• Example: Whistle Sports capitalizes on these humanizing moments by creating content that resonates in group chats, emphasizing relatability over glamor. Like when Adam interviewed D’Angelo Russell about the Ice In The Veins Meme.

2. Athletes as Business Entities: The Evolution of Branding

• Career Longevity Beyond Sports: Athletes are increasingly aware of the need to establish their brands early in their careers to sustain income and relevance after retirement, but many either struggle to create content or just don’t do it.

• What’s Missing: While some athletes like Carmelo Anthony (wine brand) or Julian Edelman (podcast) successfully integrate personal ventures, many fail to leverage social media effectively. Their content often lacks a more human perspective, focusing on generic gym or game-day posts.

• The Role of Creators: Collaborating with niche creators or micro-influencers (e.g., videographers who’ve followed athletes since high school) creates more organic, compelling narratives. Trust between the athlete and the content creator is key.

3. Women’s Sports: Tapping Growth Potential Through Storytelling

• Growth Indicators: Women’s sports are poised for exponential growth due to increased investments and marketing, as seen with Caitlin Clark and Angel Reese being the first pro basketball player on the cover of Vogue. However, storytelling—not just promotion—is driving this success. Why else are these two pitted against one another? The league wants to build a storyline, just like any classic rivalry ie: Yankees x Red Sox

• Genuine Conversations Matter: Highlighting athletes’ off-court lives, challenges, and journeys builds a deeper connection with fans, especially young girls aspiring to be athletes. There are so many women’s athletes who should start making content to promote their brand development as well.

• Case Study: The Wrexham women’s team gained visibility and financial support due to compelling storytelling in a documentary, proving that narratives can directly impact athletes’ livelihoods and inspire the next generation.

4. Gen Z Engagement: Breaking Through Short Attention Spans

• Why Traditional Strategies Fail: Highlight reels and generic sponsorships aren’t enough to captivate younger audiences. Gen Z consumes sports through short-form, reaction-based, and POV-driven content on platforms like TikTok and YouTube.

• Streamers & Content Creators Dominate: Streamers like Kai Cenat and influencers like IShowSpeed generate reactions comparable to major athletes, sometimes even surpassing them in fan engagement (e.g., Aiden Ross causing kids to faint at Fanatics Fest). Some day, reactions to the games may be more important than the games themselves.

• Call to Action for Brands: Sports brands must prioritize partnering with creators embedded in Gen Z culture to co-create content that doesn’t feel corporate. They should empower creators to develop their own narratives rather than forcing rigid campaign guidelines.

5. The Future of Athlete Partnerships: Returning to Long-Term Value

• Athletes as Legacy Partners, Not Just Influencers: The future of athlete partnerships is a return to the long-term, relationship-driven models that defined iconic collaborations like Nike and Michael Jordan. Brands must think beyond one-off deals, building sustained partnerships that allow athletes to grow with the brand over time, creating a deeper, more authentic connection.

• Plugging Athletes into the Right Roles: Successful partnerships recognize that not every athlete fits the same mold. Whether it’s aligning with a specific community, spearheading a cause, or representing a brand’s core values, athletes should be integrated into campaigns in ways that make sense for their unique skills, passions, and audiences.

• From Endorsers to Co-Builders: Partnerships should evolve into collaborative ecosystems where athletes aren’t just wearing a logo but are actively involved in shaping product lines, campaigns, or even larger cultural movements. Think LeBron James with Nike or Serena Williams with Wilson—relationships built on mutual growth and long-term alignment.

  

  MJ made over 1.3B from his Nike X Jordan Partnership

6. Internal vs. External Talent Ecosystems in Sports Media

• Building Creator Ecosystems: Companies like Barstool and Overtime invest in creating their own "celebrity creators" who embody their brand voice, ensuring that talent remains in-house.

• Talent Leverage Tensions: The Call Her Daddy podcast’s departure from Barstool is a cautionary tale about building stars who may later outgrow the platform. Companies must balance building talent while maintaining brand ownership.

• How to Solve It: Create a pipeline for emerging creators and nurture smaller niches within the organization. This reduces dependence on a single breakout star while maintaining a cohesive voice.

7. How AI Is Changing the Sports Content Game

• AI as a Tool, Not a Replacement: Content creators and editors are learning to use AI to streamline workflows, generate insights, and improve storytelling efficiency.

• Enhancing Viewer Experiences: AI is enhancing how fans consume sports, from personalized highlights on Amazon Prime’s “Thursday Night Football” to immersive VR/AR experiences for fans who can’t afford live games.

• Challenges: While AI can optimize workflows, the human element of storytelling remains irreplaceable. The key is for companies to blend technological efficiency with the right narratives.

Athletes On Social Media:

More and more athletes are starting to share content on social media. While many are just sharing clips of their game tape, some athletes are doing social media with their own take.

• Isaac Rochell who is an NFL player (objectively is a bigger creator than an athlete at this point) shares his life with his influencer wife Allison.

• Bryson DeChambeau, one of the world’s best golfers, still stays true to their craft but in a fun way doing challenges a regular sports creator might do.

• Jared Mccain is a classic Gen-Z lip-syncing, dancing, meme creator and probably would have won Rookie Of The Year if he didn’t get injured.

The nice thing about being an athlete is even normal things seem bigger and better than they are. An athlete who recently popped up on my fyp showed this even more so.

Creator Spotlight: Bryce Harper

Why This Creator?

If you don’t already know, Bryce Harper is one of the MLB’s biggest stars, known for his on-field talent and larger-than-life personality. While he isn’t a traditional content creator, his recent presence on TikTok shows his interest in things outside of the game, namely coffee and banana bread. The content isn’t anything fancy, and it seems like people were just surprised he was making content, especially this style, in general. Bryce even uses hashtags like #BaristaBryce and after reading more about him seems to fit his brand.

Coffee culture is also pretty huge and I read that Bryce’s love for Starbucks runs deep (he definitely doesn’t run on Dunkin). This makes him a prime candidate for a partnership with Starbucks. Even a future coffee venture of his own, maybe this is all an intro to him opening his own coffee shop, Harpers. But let’s explore why Bryce Harper as the face of a Starbucks campaign would be a home run and how it could go beyond the usual “celebrity working a drive-thru” concept.

The Concept:

Barista Bryce - From Rookie to Seasoned Pro

Instead of just throwing Bryce behind the counter or into a drive-thru with no preparation, this campaign invites fans to follow his journey as he dives headfirst into the art of coffee-making. Think of it as a fun, behind-the-scenes crash course where Bryce learns from Starbucks' top baristas and chefs. Along the way, he gets to showcase his personality and explore his interests all while building an authentic connection to the Starbucks brand.

Phase 1: Barista Bryce Bootcamp

Bryce heads to Starbucks HQ (or a flagship location) to train with the pros. This isn’t just a one-day gimmick, he’s genuinely learning. It’s like when an actor playing a musician learns their signature instrument.

• Perfecting the Classics: Bryce learns how to make the perfect vanilla latte, cold foam, and espresso shots. Fans get to see him fumble through latte art and nerd out over Starbucks’ signature blends.

• Next-Level Baked Goods: Bryce teams up with Starbucks pastry chefs to try his hand at crafting seasonal treats inspired by his TikTok baking experiments.

• Bryce’s Signature Drink: With guidance from the experts, Bryce develops his own Starbucks drink, a fun, creative blend inspired by his personality and preferences.

Content from the boot camp would be turned into a series of short, snappy videos for TikTok and Instagram, where fans can laugh at Bryce’s learning curve and cheer him on as he gets better. All of this comes down to the production and making it feel more social media first than a traditional TV commercial because it could easily be that as well.

Phase 2: Barista Bryce in Action

Once Bryce “graduates” from boot camp, he takes his new skills to the real world.

• Pop-Up Bryce: Bryce makes surprise appearances at Starbucks locations in Philly, serving up coffee and charm to his hometown fans. The drive-thru segment is cheesy, but it works. Bradley Cooper’s NYC-based cheesesteak place did this, but with extra cheese.

• The Bryce Menu: Starbucks introduces a limited-time drink menu inspired by Bryce’s coffee journey, including his signature drink and a few fan favorites from his bootcamp experience. McDonalds, Dunkin, and plenty of other brands have done this before.

  • The Grand Slam Macchiato: A layered espresso drink with caramel and vanilla flavors.

  • Philly Foam Cold Brew: A nod to his hometown, featuring cold brew topped with green tea-infused cold foam.

  • The Dugout Danish: A pastry inspired by Bryce’s favorite baked goods.

Phase 3: Giving Back

The campaign could take it a step further by tying Bryce’s coffee passion to a good cause. Starbucks and Bryce could partner to support local Philly schools, providing coffee and baked goods for teachers or donating to food programs in the community. This adds heart to the campaign, showing that Bryce and Starbucks care about giving back.

I thought this was a fun campaign that could be easily built on social media and also thrive in a traditional ad environment, but ultimately is Bryce Harper a big enough name outside of baseball to build such a strong partnership? At this point, probably not, but full circle moment, maybe social media can change that

If you’ve made it this far thanks so much for taking the time to read my thoughts. If you have any thoughts or insight on how I can make this newsletter better or if you want to hear anything in particular I always appreciate insightful recommendations.

Best,

Jacob