News and Insights

Shaping a Sports Marketing Practice for the Demands of a Lifestyle-Driven World

July 17, 2024

From the introduction of NIL opportunities for student-athletes to the explosion of women’s sports viewership and mainstream appeal, the sports industry has seen a dynamic evolution in recent years. With decades of experience working with legacy leagues, women’s sports, sports betting and tech, college sports, partnerships, athlete marketing, the Olympics and more, it’s an exciting time for the Consumer Lifestyle and Sports (CLS) group.

Since we formalized FINN’s Sports division four years ago, our laser focus on leadership in particular areas of importance across the industry continues to come to fruition. What sets us apart is our experience that bridges the gap where sports influence culture – and vice versa. Standout athletes that spark interest with the mainstream, athletic trends with younger generations that have an impact on fashion, or league or brand leaders who create a movement for a sport like snowboarding or equal pay for female athletes – our team flexes our expertise in making the most of these moments by putting a cultural and lifestyle lens on sport.

A few recent proof points on what that looks like:

Women’s Sports & League Representation

During the last two years, our team has been working with the National Women’s Soccer League (NWSL), to handle corporate communications for the league that is on a meteoric trajectory. Highlighting a new era of leaders and elevating the league of the moment that includes Jessica Berman, Angie Long and Brittany Mahomes.
Also a leader in women’s sports, our work with Excel Sports Management’s women’s athlete division is based on storytelling of elite athletes like Caitlin Clark – a generational athlete and standout sports talent who has created a movement that breaks through to the mainstream.
For their inaugural championship series, the Professional Women’s Hockey League (PWHL) tapped our team to highlight their player stories and bring the spotlight to the new league.

Sports Tech and Sports Betting

The influence of tech on sports – and conversely, the influence of sports on tech – is undoubted and we are passionate about sharing what’s next for the industry. The brands we work with are game changers when it comes to the future of the sports experience for fans and athletes alike.

Our Sports group lead by John Acunto has also become deeply immersed in the rapidly growing sports tech industry with innovative entertainment brands, like:

Cosm’s “shared reality” venues and experiences
Fubo Sports free-to-consumer TV network
Leaders in the ever-growing sports betting industry, like Entain (along with its BetMGM property) and its mission to educate consumers on safer betting and gaming.
Sense Arena’s leadership in VR training tools, including its partnership with the NHL
AI-powered athlete training technology Humango.

Olympics

CLS also recently welcomed USA Fencing as a new client, which will bring the team’s Olympic work and expertise to its tenth Olympic Games – dating back to the 2002 Winter Olympics in Salt Lake City. Over the past two+ decades, we’ve worked with some of the biggest Olympians of our time including Shaun White, Bode Miller, and Carissa Moore and organizations like US Ski and Snowboard. The team has elevated brands, athletes, and new sports and disciplines such as snowboarding, freeskiing, BMX and surfing as they made their Olympic debut. These sports are as lifestyle as it gets!

Our approach with this Games is a bit of an opposite play – as we’re bringing a historic sport to new, younger audiences. Success to-date has included tapping those lifestyle stories that resonate with a broad audience – like having married Olympians Lee Kiefer and Gerek Meinhardt teach Kelly and Mark to fence on-air. We also orchestrated the NGB’s first-ever NYC media day, hosting more than 60 media including WSJ, The Athletic, USA Today, Telemundo, Self, Harper’s and PopSugar.
Unfortunately, the impact of climate change on sport is undeniable. This year, we’ve leveraged our expertise in the space to shine a light on the challenges that Olympians are facing in training and competition due to climate change through our work with client Protect Our Winters.

All with Experience that Matters

The FINN Sports team has a combined four decades of in-house experience at professional sports leagues and sports marketing teams. Our Sports Senior Partner John Acunto carries 20 years of experience with another blue chip league in the NBA, Vice President Zach Groen spent lengthy tenures with the Big Ten Conference and several NFL teams. Senior Partner Caroline Andrew personifies the bridge between consumer lifestyle and sports, as she leads our fitness, wellness and lifestyle work, along with the NWSL account, and began her Olympic career by my side in Torino. CLS Partner Laura Anderson Sanchez rejoined our team after a lengthy tenure leading communication for Target’s Lifestyle Marketing and Athlete Program. She’s currently working on her seventh Olympic Games.

All of that, along with a passion for making a difference that can’t be beat.

POSTED BY: Missy Farren