From Adweek · Jenny Rooney · · 1m
Sports Partnerships Shift to Athlete-Centric Models
New sports partnerships prioritize athlete storytelling over static asset lists to build lasting fan engagement.
In brief
New sports partnerships prioritize athlete storytelling over static asset lists to build lasting fan engagement. Modern sports partnerships must focus on athlete storytelling and consistent fan engagement to drive long-term value, not just static asset deals. Originally reported by Adweek.
Old Sponsorship Model Fails
The old sponsorship model bought assets and activated around big moments before moving on.
Jessica Goldstein on Modern Partnerships
Jessica Goldstein, VP of partnerships and marketing solutions at the NWSL, says the old model is outdated.
Live at Brandweek 2026
Jenny Rooney interviewed Jessica Goldstein live at Brandweek 2026 to discuss modern sports partnerships.
Athlete Storytelling Builds Fandom
Building athlete stories helps fans connect with players, turning them into entry points for broader league engagement.
360 Partnership Strategies
Modern partnerships connect live moments, content, and fan behavior across multiple touchpoints.
Tentpoles Need Always-On Strategies
Key events require ongoing strategies to drive long-term value through consistent fan engagement.
The headline
Modern sports partnerships must focus on athlete storytelling and consistent fan engagement to drive long-term value, not just static asset deals.
