The USC Annenberg Relevance Report

The 2026 Relevance Report from the USC Center for Public Relations explores how sports are transforming culture and communication, from the rise of women’s sports and athlete activism to the new fan experiences powered by technology. Now in its 10th year, the annual collection of forward-looking essays features perspectives from more than 40 communications leaders and academics on how storytelling, brand partnerships, and media innovation are redefining relevance for our industry.

This year’s edition captures sports as a mirror of society — a reflection of our shared struggles and aspirations. The essays reveal how communicators can harness that power to build community, authenticity, and trust, and through case studies provides a blueprint for ways PR pros can engage in the future of sports. As Los Angeles prepares to host the World Cup and the Olympics, it’s clear that the intersection of sports and storytelling has never been more important.

Contact the USC Center for Public Relations at usccpr@usc.edu for print editions of our report for classroom or organizational use.