Luxury brands have long relied on heritage, exclusivity, and tradition to project prestige.
Golf, often considered the sport of choice for old-school luxury, can easily fall into that cliché. But Genesis, Hyundai Motor Company’s standalone luxury brand, is rewriting the playbook.
Through a bold, globally integrated golf strategy, Genesis is using sports not as a backdrop for...
From the earliest philosophical discussion of athletic festivals in Plato’s Laws, sport has been defined as a public activity in which discourses of praise and blame are created from the competitive performance of athletes. The bodies and public performance of athletes have always been the primary medium for promoting values, selling products, and, today, public relations. So, from the first...
As the world sets its sights on the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles, an undeniable truth emerges: These next two years will provide us all with a generational storytelling moment.
Most fans won’t know the athletes competing until a story pulls them in. Who knew about women’s rugby until Ilona Maher helped put it on the map? Or saw a bespectacled Stephen...
In 2026, California will become the global epicenter of sports. The FIFA World Cup, Super Bowl, NBA All-Star Game, and the countdown to the 2028 Olympic Games will draw the world’s attention to the Golden State — and Comcast NBCUniversal will be at the heart of it all.
With that visibility comes both responsibility and opportunity.
At Comcast NBCUniversal, we believe sports are...
I learned more about leadership from the bench than I ever did from the spotlight. Whether you're leading the team or watching from the sidelines, sports teach valuable lessons about team dynamics, strategic thinking, resilience and contribution.
I didn’t have access to organized sports until high school, so by the time I joined soccer, I was behind my peers in skill and often found...
The sports industry has always been a powerful platform for fan passion, loyalty and community. But today, that community lives not just in stadiums and sports bars, it thrives in apps, digital wallets, smart venues and fantasy leagues. With every tap, swipe and scan, the modern fan journey generates a trove of valuable, behavioral, and often highly sensitive personal data.
And it’s a...
The power of the Jumbotron has eclipsed the power of the silver screen in the game of visibility and influence. Celebrities are deliberately showing up not just as fans of the game and its athletes, but also as strategic players in the game of visibility. From Taylor Swift at NFL games and Jack Harlow sitting courtside at the NBA Finals, it’s clear: sporting events have become one of the most...
In the words of famous philosopher Charles Barkley, “College athletics is so f—d up right now. I don’t know what they’re gonna do to fix this thing. It’s out of control. I don’t know how you’re gonna put toothpaste back in the tube.”
Spectators at Paris 2024 huddled under misting sprayers near the Eiffel Tower as a 36°C (97°F) heatwave engulfed the city. Volunteers hosed down fans and...