# Sports Partnerships Shift to Athlete-Centric Models

> New sports partnerships prioritize athlete storytelling over static asset lists to build lasting fan engagement.
- Title: Sports Partnerships Shift to Athlete-Centric Models · Adweek
- Summary: New sports partnerships prioritize athlete storytelling over static asset lists to build lasting fan engagement. Modern sports partnerships must focus on…
- Keywords: nwsl, jessica goldstein, athlete storytelling, sports partnerships, brandweek 2026, 360 partnership strategies, fan behavior, Sports, Partnerships, Shift, Athlete-Centric, Models
- Source: Adweek — https://adweek.com/brand-marketing/brandweek-2026-the-new-rules-of-sports-partnerships-ft-nwsls-jessica-goldstein
- Author: Jenny Rooney
- Published: 2026-10-13T20:05:51+00:00
- Read time: 1 min
- Topics: nwsl, jessica goldstein, athlete storytelling, sports partnerships, brandweek 2026, 360 partnership strategies, fan behavior
## 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Jessica Goldstein, VP of partnerships and marketing solutions at the NWSL, says the old model is outdated.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.
## Key takeaway

Modern sports partnerships must focus on athlete storytelling and consistent fan engagement to drive long-term value, not just static asset deals.