Ep 7: Winning the Game - How Creators & Brands Show Up in Sports Moments

In this issue:

📅 Upcoming Event — Wednesday, April 2
Join us for a one-of-a-kind conversation on how creators and brands can show up during major sports moments—without losing their voice or audience.

🎯 Topic: Creator x Brand Collaboration in Sports Culture
How creators across any niche can lean into moments like March Madness, F1, or the Olympics in ways that feel natural, engaging, and on-brand.

📓 What You’ll Get:
Actionable strategies, creator-led inspiration, and real takeaways for marketers looking to build better partnerships—and creators looking to create content that lands.

THE SOCIAL ARENA:

How Major Events Dominate Digital Culture

Join us on April 2nd! 🏀

From March Madness buzzer-beaters to last-lap F1 drama, Olympic breakout stars, and viral festival moments—big events take over the internet. They define the cultural conversation and shape the way brands and creators show up online.

Join us as we explore how creators and brands can authentically tap into these cultural moments across sports and build creator partnerships similar to sports sponsorships. Expect sharp insights, meaningful networking, and a high-energy crowd.

We’re excited to feature speakers like:

• 🎤 Blaise Ffrench – Creator with 5M+ followers, early BodyArmor investor, and actor
  

• 🎤 Alex Onaindia – Founder & CEO of Distinction Agency, repping pro athletes and digital sports talent

A quick ask from Jacob:
We’re looking for 2–3 volunteers to help with check-in, and a photographer to capture the night. Our events are curated for creators, marketers, and folks in the creator economy, but volunteering is a great way to get involved if you're outside that world.

You’ll still get time to network and we’ll shout you out before the panel as well as in our next newsletter.

RSVP below to be a part of the event! 🎟️🔥

THE INSPIRATION:

Major sports moments aren't just for athletes or sports creators, they’re cultural tentpoles that dominate the internet, spark emotion, and create massive shared attention.

The inspiration behind this concept is simple: any creator, in any niche, can show up during these moments, as long as their content is creative, relevant to their voice, and thoughtfully aligned with the spirit of the event.

Whether it’s a beauty creator reimagining a Formula 1 pit stop, a workplace comedian coaching their team like it’s March Madness, or a fashion minimalist reflecting global identity through Olympic style, there’s a lane for everyone. The key is to meet the moment, not hijack it. When done right, creators and brands can both tap into the cultural conversation in ways that feel fun, fresh, and authentic.

THE CONCEPTS:

🔴 1. F1 x Beauty

Concept Title: “Beauty Pit Stop”

• Creator: Danielle Marcan TT / IG

• Brand: Charlotte Tilbury

• Idea: Reimagine an F1 pit stop as a glam reset. Quick, dramatic beauty touch-ups during "high-speed moments"—like between shows, meetings, or nights out.

🔵 2. F1 x Finance

Concept Title: “The Cost of Speed”

• Creator: Vincent Chan YT / IG / TT

• Brand: American Express

• Idea: Break down the actual cost of running an F1 team, attending Monaco GP, or building a sponsor-backed race strategy—financial storytelling meets luxury fandom.

🟪 3. March Madness x Slack

Concept Title: “Boardroom Timeout”

• Creator: Ross Pomerantz AKA Corporate Bro IG / TT

• Brand: Slack

• Idea: Office standups meet basketball timeouts. Corporate Bro coaches a sales team like it's March Madness—complete with whiteboards, buzzwords, and buzzer-beaters.

🟧 4. March Madness x Food

Concept Title: “Wings & Wins” 

• Creator: Brian Can’t Stop Eating IG / TT

• Brand: Buffalo Wild Wings

• Idea: A food-fueled journey through the classic bracket style content but for BWW. Brian pairs different wings (flavors) with game-day emotions: overtime anxiety, underdog comebacks, and heartbreak exits.

🟥 5. Olympics x Fashion x Uniqlo x Time Desaint

Concept Title: “Wardrobes of the World”

• Creator: Tim Dessaint TT / IG / YT

• Brand: Uniqlo

• Idea: Explore minimalist, global styles inspired by Olympic countries—styling through culture, movement, and intentionality.

🔵 6. Olympics x Lifestyle

Concept Title: “Mental Gymnastics”

• Creator: Drew Afualo TT / IG

• Brand: Calm

• Idea: Reframing strength through mental health. Drew explores what it means to “win” emotionally during high-stakes moments—channeling rage, calm, power, and boundaries like an Olympian.

TIPS FOR BRANDS & CREATORS

1. Tap into the energy, not just the event.
   It’s not about the sport—it’s about the emotion. Underdog stories, buzzer-beaters, high stakes, national pride. Find the human angle that aligns with your brand or creator's voice.

2. Remix the moment through your niche.
   Your lane is your superpower. Don’t force a sports angle—reframe it through what you do best. Beauty creators? Think glam-as-pit-stop. Food creators? Build a Snack Olympics. Corporate? Run Zoom standups like a coach’s huddle.

3. Be early, but stay reactive.
   Pre-plan creative concepts, but leave room for real-time responses. The internet moves fast during big events. Having flexible frameworks lets you jump in when the moment hits.

If this got you thinking, we’re diving deeper next week at our event—exploring how creators and brands can show up during major sports moments in ways that actually make sense. Would love to see you there.

Best,

Jacob