Paige Mollineaux

When money is an object, creativity turns into discipline. Experiential shouldn't just wow, it should work. Think impactful, yet practical. The best activations sit at the intersection of brand and performance, inspiring fans while proving their value in measureable ways. I shared a few practical ways brands can make experiential work harder, not just bigger. Read the full piece here: https://lnkd.in/eSnANCBt #ElevateEverything #Experiential #SportsMarketing

55

3 Comments

🚨 Future of Sports is here—and the spotlight is on women’s sports like never before. This report from Barbarian dives into the massive momentum behind female athletes, leagues, and fandom—showcasing how women’s sports are driving cultural relevance, innovation, and community like no other segment in the industry. From the rise of micro-fandoms to the power of athlete-creators and AI-fueled storytelling, it’s clear: the future isn’t just bright—it’s female. If you're in sports marketing, brand strategy, or venue management, this is a must-read. 🔗 https://lnkd.in/ehgW8tpK

20

For all of my creative colleagues experiencing unexpected changes, and transition–I wanted to drop a reminder. Just create. In a time of economic uncertainty and an unstable corporate landscape... Create creative. Create relationships. Create partnerships. Create opportunity. Create space (to learn, to absorb, to think, to distill) There's really nothing you and a handful of other complimentary creative, passionate people can't do together in this day and age. I urge you to coagulate and ignite new beginnings. Your collective networks, relationships, earned equity, passions, and skills are powerful. Don't forget that. We, as a collective, have a lot of influence. Much more than we give ourselves credit for. Creative is unstoppable. Try not to focus ALL of your attention on chasing "jobs". Try not to get caught up in the "AI" dooms day discussions. I know, it's hard. Focus on relationships. Plant seeds. It takes time. You have no clue what opportunities await until you connect on a genuine level and align readiness with opportunity. Have faith in your worth and the respect you've earned in your careers, whether it's been 3 years or 20. Let your passions and values seep too the surface. The way in which you engage with an individual, brand, or organization doesn't really matter does it? Whether it's freelance, through an agency, full-time, part-time or launching something entirely by your damned self. It's what you create that matters. Stay focused. Just create. #creativity #design #graphicdesign #branding

284

25 Comments

The shift from athlete to broadcaster is more than a career move; it's a chance to build a lasting legacy. In our latest Q&A insight, former Fox Sports EVP Larry Jones shares how athletes can turn on-field experience into on-air impact. From finding your voice to building chemistry and planning for life after sports, this guide offers a clear path to success in media. Whether you're staying close to the game or shaping your brand, this resource delivers insight, perspective, and direction. Reach out to learn more. https://lnkd.in/gmUKrDzt #WealthAndLeisure For weekly insight on legacy planning & passion. #AthleteToBroadcaster #LifeAfterSports #MediaStrategy #WealthAndLeisure

1

If you are a brand thinking about entering the sponsorship space but you aren't ready to invest in the major leagues, small pro sports is a great place to start. It can give advertisers the opportunity to enter sports sponsorship at a more cost effective ad buy while also reaching highly engaged, passionate sports fans. #sponsorship #passionatefans #nielsensports

30

1 Comment

There's no arguing that beauty brands and women's sports sponsorships are a hot commodity right now: - e.l.f. and NASCAR's Katherine Legge - Sephora and the WNBA's Golden State Valkyries - K18 Hair and Simone Biles - e.l.f. (again) and the NWSL - Glossier and USA Women's Basketball - Maybelline and Naomi Osaka - Fenty and New York Liberty - If I kept going this would need to be a novella It all makes sense, right? A recent AP-NORC poll showed that at least half of women's sports fans are female (no surprise), which also happens to be the target demo for most mainstream beauty products. But here's my question: 🤔 With so much money being tossed around in this space (and I mean SO FREAKING MUCH), I'm wondering... Why aren't we seeing more social impact beauty collabs in the spotlight? Take Sephora and the Valkyries, for example. In their press release announcing the partnership, their CMO said, “We are thrilled to be a founding partner of the Golden State Valkyries and support a team that is committed to women’s empowerment, self-expression, and excellence." Amazing. Applause-worthy. AND... How are you advancing that commitment to women's empowerment, self-expression, and excellence off-the court? In the community? With youth athletes? In the minefield of social media, beauty, and body image? Yes, the infusion of $$ to help increase professional player compensation, equity, and visibility is massive on its own. But y'all, there is SO MUCH MORE these brands, athletes, teams, and leagues can be doing. I don't mean to be a cynic (OK maybe I do, just a little). But between beauty sponsorships, fashion collabs, pre-game fit checks, sneaker drops...the opportunities are only getting more frequent and more lucrative, and it feels like a massive miss to not be including social impact as a mandatory in every conversation. That's my challenge to anyone in the power seats of these beauty brand partnerships. Think beyond the obvious signage, facilities, and merch deals. Dig deeper than logo placements and pre-game lipstick swipes. Talk directly to your fans and listen to what social issues are important to them. Then, use your influence to change those games, too. (SEPHORA, if you're reading this, I've got a few great ideas for you.) Women's sports are arguably the most influential vehicles we have for real community impact right now. Let's not get caught up in all the sparkle and forget to support the substance.

5

1 Comment

When teams go “off brand” with uniforms, the risk is high, unless there’s a clear, compelling story behind the design. The Boston Red Sox and Nike nailed the execution with this year’s City Connects by anchoring the look in something unique and something deeply Boston: Fenway Park. Strong storytelling makes bold design choices work. More from The Athletic on all of this year’s City Connects here 👉🏻 https://lnkd.in/gj7rHCum

673

98 Comments

New Balance and US Youth Soccer (USYS) have announced a multi-year agreement, with New Balance now an official sponsor of USYS. The relationship includes New Balance’s support for grassroots initiatives to expand access to soccer and authentic community engagement and demonstrates the brand’s commitment to athlete growth, innovation and the holistic development of future sports leaders. As the exclusive provider of footwear, apparel and match balls for US Youth Soccer, the brand is outfitting USYS’ Olympic Development Program (ODP) and providing performance gear to athletes at future US Youth Soccer signature events, along with onsite activations. Aligning with USYS’s strategic goal of becoming the technological leader in youth sports, New Balance will provide a platform for innovative product launches, athlete experiences and digital engagement as a modern, tech-driven sports brand. “At New Balance, our mission is to empower the next generation of athletes and https://lnkd.in/egGbpxCv #News

2

2 Comments

FloSports CEO and Co-Founder Mark Floreani is taking the main stage at SportsPro New York to talk about what makes Flo a unicorn in sports media 🦄 Fragmentation isn't a challenge for us - it's an opportunity 🤫 We've created a platform that serves passionate sports communities with the sports they crave 😤 Underserved sports were never small - they just didn't have a company dedicated to them...enter Flo 🚀

22

Marketing platform SportsBiz announced it has added Uli Becker to its Board of Directors. The move brings the former Reebok and Adidas executive into the seven-person group of the five-year-old company. More from Ethan Joyce 🔻 https://lnkd.in/gbeem5uP

422

97 Comments

🚨 Allison Sports Report 🚨 Radio Row Recap Edition 🏈 Five clients, seven athletes. Copious amounts of cheese. Iconic TV tech. Inclusive sports. Recapping a successful, memorable and thrilling week of Radio Row activity in San Francisco leading up to #SuperBowlLX. Take less than a minute to watch my recap below ⏬  for a quick summary of what the A-list Allison Worldwide team accomplished on Radio Row: 🧀 Solidified Tillamook County Creamery Association as the go-to brand to take game day snacking to the next level by partnering with brand super-fan and future HOF San Francisco 49ers LB Fred Warner. He graciously allowed us to recreate his bust in 25+ pounds of cheese, and he also delivered similar cheese busts of and to media personalities, to create talkability and virality that led one producer to share "That's some great radio row-ing - this is what it's all about." 📺 Demonstrated to football fans that TCL, the official TV partner of the NFL, and its premium TVs, create the ultimate Homegating experience and that watching Super Bowl 60 on a TCL is the next best thing to being in the stadium - messages delivered by iconic athlete partners Charles Woodson and Cameron Dicker. 🩺 Demystified diabetes with health-tech leader Dexcom through storytelling with New York Jets WR AD Mitchell, who shared his journey of being diagnosed with T1 at age 16 and how Dexcom G7 has instilled confidence in managing his health; While iconic sports broadcaster Mike Golic Sr. shared how Stelo, the first FDA-approved, over-the-counter glcuose biosensor has empowered him to manage his glucose levels while on the go. 🏃‍♂️‍➡️ Shone a spotlight on the children and families who aren’t able to afford to keep their kids in the game, due to the rising costs of youth sports - with NFL legend Kyle Rudolph and Good Sports, Inc., an incredible nonprofit organization that has donated $130M+ in sports equipment and apparel to those who need it most over the last 20+ years. 🏅 Chose to include by pairing 3x Walter Payton Man of the Year nominee and New York Jets DL Harrison Phillips with standout Special Olympics athlete and Health Messenger Ryan Epidendio to stress the importance of health and fitness on and off the field. Phew. What a week. See you in Los Angeles for Super Bowl LXI. #superbowlLX #radiorow #sportsmarketing #sportsPR #sportscommunications #PR #marketing #communications #athletemarketing

84

14 Comments

Influencers don’t work. Usually said right after they were briefed, measured, and judged like paid media. I wrote this to reframe how creators do create value across a business and why most teams get it wrong. Read here 👇 https://lnkd.in/eeH6qx8Q

83

15 Comments

𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐋𝐢𝐤𝐞 𝐚 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐫. 𝐒𝐜𝐚𝐥𝐢𝐧𝐠 𝐋𝐢𝐤𝐞 𝐚 𝐏𝐫𝐨 Few brands are actually executing a repeatable, sustainable playbook for growth in outdoor, sport, and performance. On and HOKA are, and Fast Company just published a decent breakdown of how. Here’s my summary of the five insights that stood out, and how I’d put systems in place to deliver them → “𝐈𝐭’𝐬 𝐦𝐨𝐫𝐞 𝐭𝐡𝐚𝐧 𝐚 𝐥𝐨𝐨𝐤. 𝐘𝐨𝐮 𝐧𝐞𝐞𝐝 𝐚 𝐛𝐫𝐚𝐧𝐝.” A brand that wants to scale needs to understand who they are and what they offer, and build that into everything. → 𝐊𝐧𝐨𝐰 𝐡𝐨𝐰 𝐚𝐧𝐝 𝐰𝐡𝐞𝐧 𝐭𝐨 𝐛𝐫𝐨𝐚𝐝𝐞𝐧 𝐚𝐩𝐩𝐞𝐚𝐥 Performance can take a brand only so far. At some point, emotional connection becomes the growth driver. The mistake brands looking to broaden their appeal often make is to try to appeal to everyone too early. → 𝐃𝐨𝐧’𝐭 𝐜𝐡𝐚𝐬𝐞 𝐠𝐫𝐨𝐰𝐭𝐡 𝐚𝐭 𝐭𝐡𝐞 𝐞𝐱𝐩𝐞𝐧𝐬𝐞 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐜𝐨𝐫𝐞 For scaling brands, it’s important to recognise that the opportunities you turn down are just as important as the ones to take up. When a brand gets distracted by growth, it risks losing sight of what made it special in the first place. → 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐢𝐞𝐬 𝐜𝐚𝐧’𝐭 𝐛𝐞 𝐟𝐨𝐫𝐜𝐞𝐝 For smaller brands building their market presence, communities are incredibly valuable. They increase loyalty and create fans who share and showcase the brand, helping wider audiences to grow organically. Nurture carefully. 𝐓𝐡𝐚𝐭’𝐬 𝐭𝐡𝐞 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤. 𝐁𝐮𝐭 𝐢𝐧 𝐦𝐲 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞, 𝐰𝐡𝐚𝐭 𝐦𝐚𝐤𝐞𝐬 𝐢𝐭 𝐰𝐨𝐫𝐤 𝐢𝐬 𝐡𝐚𝐯𝐢𝐧𝐠 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐲𝐬𝐭𝐞𝐦 𝐚𝐧𝐝 𝐢𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐮𝐧𝐝𝐞𝐫𝐧𝐞𝐚𝐭𝐡 𝐢𝐭. → 𝐁𝐫𝐚𝐧𝐝 𝐕𝐢𝐬𝐢𝐨𝐧 & 𝐀𝐫𝐜𝐡𝐢𝐭𝐞𝐜𝐭𝐮𝐫𝐞 A clear North Star, articulated brand framework, and a system that guides product, retail, digital, and channel planning, not just marketing decks. → 𝐆𝐥𝐨𝐛𝐚𝐥 𝐆𝐓𝐌 𝐏𝐫𝐨𝐜𝐞𝐬𝐬 Defined phases from strategy to story to asset to activation. A shared cross-functional calendar with phased gates that defines how strategy becomes execution. → 𝐆𝐥𝐨𝐛𝐚𝐥 & 𝐑𝐞𝐠𝐢𝐨𝐧𝐚𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐎𝐩𝐞𝐫𝐚𝐭𝐢𝐧𝐠 𝐒𝐲𝐬𝐭𝐞𝐦 Roles, communication flows, and RACI clarity that align teams across geos and channels. → 𝐔𝐧𝐢𝐟𝐢𝐞𝐝 𝐁𝐫𝐚𝐧𝐝 + 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐊𝐏𝐈𝐬 Short and long-term success metrics that balance equity building, campaign effectiveness, and commercial lift. → 𝐓𝐡𝐞𝐬𝐞 𝐚𝐫𝐞 𝐭𝐡𝐞 𝐬𝐲𝐬𝐭𝐞𝐦𝐬 𝐭𝐡𝐚𝐭 𝐦𝐚𝐤𝐞 𝐫𝐞𝐚𝐥 𝐠𝐫𝐨𝐰𝐭𝐡 𝐫𝐞𝐩𝐞𝐚𝐭𝐚𝐛𝐥𝐞. 𝐖𝐨𝐮𝐥𝐝 𝐥𝐨𝐯𝐞 𝐭𝐨 𝐡𝐞𝐚𝐫 𝐰𝐡𝐚𝐭 𝐨𝐭𝐡𝐞𝐫𝐬 𝐭𝐡𝐢𝐧𝐤 - 𝐰𝐡𝐚𝐭 𝐢𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐦𝐚𝐤𝐞𝐬 𝐭𝐡𝐞 𝐛𝐢𝐠𝐠𝐞𝐬𝐭 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐜𝐞 𝐚𝐬 𝐛𝐫𝐚𝐧𝐝𝐬 𝐠𝐫𝐨𝐰? Link below in comments #BrandStrategy #MarketingLeadership #OnRunning #HOKA #BrandBuilding #ChallengerBrands #GTM #MarketingOps #FastCompany

55

12 Comments

Another fantastic episode of Margins of Victory dropped this morning. Super insightful discussion on the secondary ticket market, creating new premium inventory, designing fan loyalty programs and lots more. Full Episode: https://lnkd.in/dsJmdWjh Big thanks to Gil Beverly for joining, and as always Craig Pintens for hosting!

7

I’m seeing a clear shift in how brands think about sponsorship. A lot of it is pointing toward junior golf. Not because it’s trendy. Because the math and the behavior line up. In junior golf, families aren’t casual consumers. They travel. They plan. They spend. They come back month after month. At the Hurricane Junior Golf Tour​, we see the same families at events all season. Sometimes for years. That consistency changes everything for brands. • Repeat exposure without chasing impressions • Parents making purchasing decisions in real time • Trust built over long tournament days, not 15 seconds of content • Natural alignment with performance, preparation, and growth Meanwhile, brands are being asked tougher questions internally. ✔️ Can we prove ROI? ✔️ Are we reaching families, not just eyeballs? ✔️ Does this build loyalty or just awareness? Junior golf answers those questions when partnerships are done right. That’s why budgets are moving here. Quietly, but decisively. This isn’t about feel-good sponsorship anymore. It’s about performance, measured over time. #JuniorGolf #YouthSports #Sponsorship #SportsBusiness #HJGT

4

Had an insightful time delving into the US sport business market alongside 1000+ attendees in #Nashville. While the focus leaned heavily on domestic aspects, intriguing themes emerged: - Balancing Affordability and Revenue: Is there a tipping point where sports become a purely premium experience, potentially alienating fans? Careful consideration is essential. - Enhancing the In-Event Experience: Constant improvement is key to future-proofing sports. Engaging younger audiences demands reimagining the live experience to align with evolving preferences. - Rising Competition: Numerous challenger sports (I count 70+) and formats are vying for attention, impacting traditional sports' commercial landscapes. Standing out is imperative. - Women's Sport: Is facing a pivotal moment, as it navigate the challenges particularly highlighted by the rising competition (see above) - College Sports Evolution: While currently US-centric, the growth of college sports could spark global development in the future. Keep an eye on this one. Reflecting on the stimulating discussions, kudos to Sports Business Journal and Creative Artists Agency for orchestrating a memorable event against the vibrant Nashville backdrop. #SportsBusiness #Innovation #FutureofSports

45

Excited to be joining this panel next week representing Opendorse with a great group of leaders across athlete marketing & media. One of the biggest shifts we’re seeing: brands moving beyond one-off athlete deals toward scalable, repeatable programs that can drive real national impact. We’ll be breaking down how to: - Turn successful activations into repeatable playbooks - Scale across multiple athletes and content cycles - Align creators, media, and measurement for performance If you’re thinking about how to evolve your athlete or influencer strategy, this should be a valuable discussion. Basia Wojcik Ben Heisler Gavin Parker

33

Few teams in global sports have a fanbase quite like the Cheeseheads. What makes them unique is that they're not just a team - they're a community-owned institution, as ingrained in Green Bay as cheese curds and Friday night fish fries. There is nothing like their shareholder model in all of professional sports, which is why, despite being the smallest major league market in North America, there's just something different about that home-grown, grass-fed fandom over in "Titletown." The Green Bay Packers are proof that fandom doesn't require scale, but it does demand depth. With no other pro sports franchise for miles, Packers culture becomes civic identity itself. Lambeau Field isn't just where football happens; it's a pilgrimage site. Fans freeze together, cheer together, and feel collectively responsible for the team - especially when so many of them literally hold stock in it. Ritual plays a key role. Beyond the foam cheese hats and the post-touchdown anthem "Bang the Drum All Day," fan traditions like the Lambeau Leap and parking lot tailgates create a participatory, not just observational, fandom. The Frozen Tundra isn't just a nickname - it's an identity forged through shared hardship. Packers fandom is generational. Stock certificates and season tickets are passed down like heirlooms. Fans don't just root - they inherit. Belonging becomes lineage. Even the team's underdog status fuels pride: the small-market team that has consistently outperformed billionaire-backed franchises. That narrative, the unlikely giant-slayer, reinforces both myth and connection. For brands, leagues, and even creators, consider building for depth, not scale. Give fans something to do, to wear, to inherit, to protect. If the Dallas Cowboys are America's Team, the Green Bay Packers are America's Fandom Blueprint.

38

22 Comments

Innovating the Game—On and Off the Field The Challenge focuses on three strategic areas aligned to the NFL's digital and business priorities (the "Challenge Categories"): •Fan Journey & Personalization •Local Monetization & Commerce •Event Discovery & Global Engagement Submissions should be designed and evaluated for readiness within the NFL OnePass ecosystem, as applicable. The NFL OnePass App is the centralized digital platform for NFL led events and is required for registration and attendance at events such as the NFL Combine and NFL Draft. https://lnkd.in/gkCm85fb

7