Another in our weekly missives from Yale student James Gumina, spending the summer amongst the industry and the fans.
As a young person in an age of limitless information, there are always a lot of things on my mind, mostly sports-related, and often focused on what’s happening off the field. From marketing campaigns to broadcasts to business strategy, it’s a lot to process. So, to clear some space, here are a few things from this week that have stuck with me more than most. Whether you’re in the business, a media nerd, or someone who can’t stop thinking about how the game is packaged, I hope something here sticks with you, too.
Reflections from the Hashtag Sports Conference
Earlier this week, I attended the Hashtag Sports Conference in New York City, which brought together some of the content creators, creatives, and marketers behind the most engaging fan experiences and entertainment within the sports industry. This two-day conference was filled with informative fireside chats, case studies, and networking opportunities with some of the field’s most established names and innovative newcomers. Panels touched on topics from WNBA marketing and growth, to college NIL opportunities and regulation, to the marketing strategy behind the Brazilian Olympic Committee’s explosive growth at the 2024 Paris Games. Yet despite the wide range of topics covered, a number of throughlines appeared, linking the best projects to one another.
The first and most important idea, in my opinion, is that quality comes first. If your product does not stand on its own legs, all the marketing genius in the world will not be able to keep your consumers coming back. Kazeem Famuyide, host of the 7pm in Brooklyn podcast with Carmelo Anthony, talked about how intentionally they have curated their brand in order to make sure quality comes before “clippable moments.” In a world of knee-jerk reactions, they have focused on nuance and balance, which has benefited their growth in the long run. If you are able to build a quality product or brand, you reduce the friction of gaining attention or attracting customers.
Another idea that surfaced across numerous panels on each day of the conference was to find, and not manufacture, your customer. Day one featured a conversation with Jared Augustine, co-founder and CEO of People’s League Golf, who spent the vast majority of his panel focusing on how his company had tapped into an audience that already existed. He noticed that there was a massive market for golf content on YouTube, and yet the space was fragmented and had no way to organize competitions. People’s League is a solution to that problem, filling a void that already existed and finding instant success by addressing that need. The same can be said for Tzero Studios, the animators behind Bronx Buds, who identified a niche space to develop IP and have seen massive growth because of it.
The final big idea that I took away, and perhaps the most nebulous, is that authenticity in marketing is a lie. Instead, creators should focus on creating or providing the feeling that aligns with their brand. Creative Director Larry Gordon talked about this in his panel, which I found extremely insightful. He focused on campaigns like Adidas’ commercials for Anthony Edwards’ signature shoes. Instead of being “authentic”, Adidas focused on evoking a feeling in the audience. When that objective is well-executed, it naturally feels authentic, since it aligns with the mission of the brand.
Reflections from Fanatics Fest
Another stop during this busy week took me to Fanatics Fest at NYC’s Javits Center, where I wandered through both brand booths and the memorabilia and collectible trading floor. The first thing that struck me was the size and scale of the event; it felt like it was all about spectacle. In a departure from year one, it seemed like many of the big brands and leagues, like MLB, reduced the size of their booth at the event. This is with the glaring exception of FIFA, who had one of the biggest exhibitions in a prime location, and delivered an interesting World Cup promotion and event to long lines of clamoring fans. Another brand that stood out to me was Mitchell & Ness, who turned their pop-up into a NYC-style bodega, complete with freezers and cereal. One disappointing aspect was the lack of representation for women’s sports throughout the event. I covered the entirety of the event floor, and the only women’s sports-related item I saw was one rack of WNBA jerseys (that had sold out by the time I arrived). Given that I am not an avid sports collector, this event was not really for me, but the spectacle was fun to witness, and the offerings were creative.
Stray Thoughts: Faith Kipyegon and Nike Breaking 4, NBA Finals ratings rebound in Game 7, MLB attendance up this season
