Sports
Game changers: how MassMutual’s ‘Stay Ready’ campaign sets a new standard for authentic athlete partnerships
Written by Deborah Lawal, senior strategy executive at The Goat Agency and part of the DigiLearning cohort 2025, this article is part of a DigiLearning series from POSSIBLE, where mentors and mentees report for The Drum on marketing’s biggest ideas. Here, we unpack how MassMutual’s campaign uses authenticity, relatable athletes, and financial empowerment to connect […]

Written by Deborah Lawal, senior strategy executive at The Goat Agency and part of the DigiLearning cohort 2025, this article is part of a DigiLearning series from POSSIBLE, where mentors and mentees report for The Drum on marketing’s biggest ideas. Here, we unpack how MassMutual’s campaign uses authenticity, relatable athletes, and financial empowerment to connect with audiences.
In an era where consumers crave authenticity and cultural relevance, many brands still default to celebrity endorsements that feel more scripted than sincere. But MassMutual’s “Stay Ready” campaign flips the script – proving that real, relatable athletes can be powerful brand storytellers, especially when the message goes beyond sport.
Unveiled during March Madness, the campaign is a case study in how brands can use purpose-led storytelling, female representation, and financial education to build deep emotional resonance and social impact. At the POSSIBLE conference in Miami, LSU Tigers guard and hip-hop artist Flau’jae Johnson joined MassMutual’s head of brand strategy and customer growth Kristin LaFemina and Deep Blue Sports & Entertainment founder Laura Correnti to break down what made the campaign land – and how other marketers can follow suit.
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The campaign features Johnson alongside U.S. soccer star Christen Press and tennis player Madison Keys, drawing parallels between athletic preparation and financial readiness – highlighting strategy, teamwork, and discipline as essential elements in both arenas.
“We as a brand have always invested a lot in women in sports, and it just was the right opportunity that came along for us to put a message in the market about how MassMutual is a trusted financial partner to women,” LaFemina explained during the panel.
MassMutual’s proprietary research revealed a significant 40% gap in financial confidence between women and men – a “meaningful” difference, according to LaFemina, who emphasized the importance of trusted financial guidance and advice for women.
The campaign marks a milestone in women’s sports marketing, with LaFemina noting that MassMutual is “the first brand to put three female athletes in a hero cinematic film like we did other than Nike.”
For Johnson, whose NIL (name, image, and likeness) success has made her a standout among college athletes, the partnership represents an authentic alignment of values. “MassMutual, they’re all about the future, protecting your future, but also protecting the people you love and securing your financial future,” Johnson explained.
As a Gen Z athlete with significant influence across multiple platforms, Johnson believes financial literacy has become increasingly important to her generation. “A lot of our generation are becoming entrepreneurs, and they’re using social media… people want to learn about financing,” Johnson said, adding that she tries to use her platform to emphasize how “these four years can set you up for your next 40.”
Deep Blue’s Correnti, whose agency is dedicated exclusively to bringing more commercial investment to women’s sports, highlighted a critical “systems issue” that has historically limited investment in women’s athletics. “Women’s sports still today in 2025 continue to be transacted on a CPM basis,” Correnti explained, noting that until recently, most women’s sporting events weren’t even broadcast in primetime. “How can you evaluate, invest in, and measure something on a basis of which it hasn’t had a fair opportunity to even compete?”
The campaign’s distribution strategy purposefully extended beyond just women’s sports, with LaFemina confirming that they have “a full schedule of this work running in men’s sports as well.”
This approach recognizes the significant economic opportunity, with LaFemina noting that “women control a huge amount of economic activity today, and they’re set to inherit… trillions more. So if you’re a brand that’s not there in service of women, then you’re going to miss a big opportunity.”
The campaign’s female-led approach extended behind the scenes as well, featuring an all-women marketing team at MassMutual, a female director, and a woman-owned agency. This representation has generated significant positive response, with LaFemina sharing that when they showcased the work internally, “they had a standing ovation. People were crying.”
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For Johnson, whose song “Ready or Not” was featured in the campaign, the partnership offered another platform to tell her story authentically. “I think me being vocal and me being confident is, like, 100% of the reason,” she said of her involvement.
As for measuring success, LaFemina explained they’re tracking “all of the things – the brand awareness, brand meaningfulness, brand equity, attribute growth, customer growth.” But the most significant impact may be in inspiring behavioral change, with research showing that when women start to learn more about investing and “how you can make your money work for you even when you’re not working for it, they gain confidence.”
Female athletes, who according to Correnti are “3 to 4 times that of their male counterparts in NIL deals,” represent a significant new generation of wealth creation. The MassMutual campaign aims to ensure these athletes have the infrastructure in place for long-term financial success beyond their playing careers.
As women’s sports continue their explosive growth, partnerships like MassMutual’s “Stay Ready” campaign demonstrate how brands can authentically connect with this audience while addressing real needs – creating what Correnti calls a move “out of necessity to opportunity” for the next generation of female athletes.
Sports
Lilly King talks confidence, comebacks, and closing out career on her own terms
King, a native of Evansville, Indiana, and a standout swimmer for the Indiana Hoosiers, competed at the 2016, 2020, and 2024 Olympic Games, winning six medals across her career. Her retirement announcement came just days before the start of the USA Swimming Toyota National Championships on June 3—held at the Indiana University Natatorium in Indianapolis, […]
King, a native of Evansville, Indiana, and a standout swimmer for the Indiana Hoosiers, competed at the 2016, 2020, and 2024 Olympic Games, winning six medals across her career. Her retirement announcement came just days before the start of the USA Swimming Toyota National Championships on June 3—held at the Indiana University Natatorium in Indianapolis, the pool where she first began racing as a 10-year-old.
“It has always been important to me that my last meet in the (United States) be at the pool that started it all,” King said. “I have been racing in the Indiana University Natatorium since I was 10 years old. From state meets, to the NCAA Championships, USA Swimming Nationals, and anything in between, this pool has been my home… I look forward to racing in front of a home crowd one last time. See you in Indy!”
Image Source: Lilly King waves to the crowd prior to the Women’s 100m Breaststroke Final at the 2025 US National Swimming Championships in Indianapolis, Indiana (Sarah Stier/Getty Images)
An 18-time world champion and 27-time world medallist, King arrived in Indianapolis for what she had planned to be her final U.S. meet. The Nationals also served as the selection trials for the 2025 World Aquatics Championships in Singapore, with only the top two swimmers in each event qualifying for Team USA.
Predictably confident in familiar surroundings, King said: “We are here a lot for big meets. It’s exciting to always be able to swim here. I think everyone has a routine when they are here—perhaps not everyone’s routine is as down pat as mine, because I have been swimming here my whole life.”
King opted out of the 200m breaststroke and opened her competition in the 50m breaststroke—an event recently added to the Olympic program, though she has said another Olympic medal chase isn’t in her future. On June 5, she led her heat in 30.15 and went on to win the final in a field of 51 swimmers with the only sub-30-second time: 29.88. Her farewell tour was officially extended, with a spot secured for Singapore.
A day later, King finished second in the 100m breaststroke final—just 0.23 seconds behind Kate Douglass—securing her second World Championship berth. It was a fitting performance for the 28-year-old, who still holds the world record in the 100m breaststroke, set at the 2017 World Championships in Budapest.
In a post-race interview on NBC, King was her usual candid self: “Honestly, I just took a little bit too much caffeine before my race, so I was about to jump out of my skin anyway. I am super grateful to be here. I appreciate you all being here and coming out and supporting me, forever! It’s been such a great ride and I can’t wait to represent Team USA again this summer.”
Image Source: Lilly King racing on the 2025 TYR Pro Swim Series in Westmont, Illinois, USA (Michael Reaves/Getty Images)
How did you feel about your swim in the 50m breaststroke?
It was good—any time I can go under 30, it’s a good race. I like to win, and any time I get to do that is special. Doing it in front of a crowd makes it even more fun. It’s still exciting to be able to do this at my age. Coming off the blocks, I can hear Ray (Looze, my coach) in my head saying, “Don’t look around!”—but I don’t always listen to Ray. Every season gets a little harder as I get older, and that’s something I’ve had to work through. It’s tough to keep your confidence when you’re not hitting the in-season times you were hitting three, four, five years ago. But I take pride in overcoming that mental block.
What was your take on your 100m breaststroke performance?
The first 50 felt good—I think I was 30.6 going out. The front half looked strong; the back end is always a little messy. At a trials meet, you just have to get up and go for it. Of course, I’d love to be under 1:06, but we’ve got a solid training block ahead, and I’m excited to sharpen up before Worlds.
What’s been the secret to your longevity in the sport?
I’ve been really fortunate not to have had any major injuries. A lot of that comes down to taking care of myself. I take pride in that and try to set an example for the younger athletes—especially when it comes to stretching and recovery. And, honestly, I think I’ve just been lucky too.
Did the announcement about 50m stroke events being added to the LA Olympics make you reconsider retirement?
No! Well… yes, for about six hours. I called my mom and we talked it through. I had maybe a day of thinking it over. But I was already sure I was going to take next year off. I woke up the next morning and said to myself, “We’re good. Let the young ones have it.”
So when will you officially retire?
Now that I’ve qualified for the World Championships, I’ll retire after my last event in Singapore. After that, I’ll be cheering everyone on—so, good luck, everyone! Honestly, this has been my plan for at least five years. I’ve always known Paris would be my last Olympics. Would I love to swim in LA? Sure. But I’m also really excited to watch swimming in LA. I’m ready to move on and just be a normal human being.
What are your goals for the World Aquatics Championships in Singapore?
To swim fast! It’s nice going to Singapore without having to swim the 200. I didn’t do it at Short Course Worlds either. That gives me a few days to rest and get some training in between events. When I was doing my full schedule, I was swimming from Day 2 through Day 8—that’s a lot. I think the 200’s been affecting my 50 a bit, so I’m excited to be able to go all-in with a little more recovery.
What’s it meant to you to race the last few years at trials events in Indianapolis?
It’s been great. I love racing here. It just happened that the last few years worked out for me to swim at this pool and then at Lucas Oil Stadium last year. It’s been a cool way to close out this chapter of my career.
Were you able to take in the crowd’s support this week?
Yeah, I think I soak it in a little more when I’m here. I get a lot of love from the crowd, and I really appreciate it. I’m not sad—actually, I’m really excited. I’m feeling a lot of gratitude. I’m not super nostalgic just yet, and I don’t know if I will be. I’m not a very emotional person, but I’ll try to keep it together. I’m doing okay—it’s all good!
Looking back on your journey, what stands out the most?
I’m really happy with how everything turned out. I’ve been fortunate to swim with—and learn from—so many amazing people. I got to hear their stories, pick up their tips and tricks, and be part of something special with the national team. I’m grateful for that, and I hope I’ve passed some of that along.
Sports
Lawler Takes 21st in NCAA 10k Final
Sam Lawler wrapped up his 2025 season as an Honorable Mention All-American, taking 21st in the 10,000-meter run at the NCAA Outdoor Track and Field Championships. Lawler crossed the line in 29:31.40 and marks the 12th time in the last 14 years that one or more Syracuse runners (men or women) has earned All-America status […]

Lawler crossed the line in 29:31.40 and marks the 12th time in the last 14 years that one or more Syracuse runners (men or women) has earned All-America status in the 10k.
New Mexico’s Ishmael Kipkurui (29:07.70) won the title in the event.
Lawler is the first of two Orange to race this weekend. Iaunia Pointer will take on the 200-meter dash on Thursday, competing in the national semifinals. Action will be televised on ESPN.
Sports
Mathison Wraps Season, Bianco Continues in Decathlon at NCAAs
EUGENE, Ore. — Colorado’s Nick Bianco and Kole Mathison continued their championship push at the 2025 NCAA Outdoor Track and Field Championships at Hayward Field on Wednesday. Bianco, a senior, opened the decathlon with a strong showing across five events, ending the day with 3,958 points, good for 19th place heading into Day Two. He […]

Bianco, a senior, opened the decathlon with a strong showing across five events, ending the day with 3,958 points, good for 19th place heading into Day Two. He clocked 11.18 seconds in the 100-meter dash (+1.1) for 821 points, followed by a leap of 6.99 meters (+0.6) in the long jump (811). He recorded 11.81 meters in the shot put (595), cleared 1.92 meters in the high jump (731), and closed with a season-best 49.67 in the 400 meters.
Bianco will look to climb the standings on the final day of the decathlon and in his final time wearing the black and gold.
Thursday decathlon schedule (all times Pacific):
9:45 a.m. – 110 meter hurdles
10:35 a.m. – Discus
11:45 a.m. – Pole vault
2:15 p.m. – Javelin
6:43 p.m. – 1500 meters
All events will stream live on ESPN+.
On the distance side, sophomore Kole Mathison toed the line in the men’s 3,000-meter steeplechase, clocking 8:45.05. He closed strong over the final lap but missed advancing to the final. Mathison hit 5:10.40 at the 2K mark and finished with a 1:08.93 final lap. His season concludes with the semifinal appearance in Eugene.
Sports
Try Water Polo for Free August 22–24!
Try Water Polo for Free – August 22–24, 2025 USA Water Polo invites athletes of all ages to dive into the sport with free one-day clinics happening nationwide from August 22 to 24, 2025. Whether you’re brand new to water polo or just looking for a fun team sport, this is your chance to get […]

Try Water Polo for Free – August 22–24, 2025
USA Water Polo invites athletes of all ages to dive into the sport with free one-day clinics happening nationwide from August 22 to 24, 2025.
Whether you’re brand new to water polo or just looking for a fun team sport, this is your chance to get started—with no cost and plenty of splash!
What to Expect
- Beginner-friendly practice plans
- Local coaches ready to introduce the sport
- All age groups welcome (check local listings)
- Free trial membership through USA Water Polo
Inspired by successful “Try Hockey” and “Try Volleyball” campaigns, this national event aims to grow grassroots participation in aquatics by making the first experience easy, accessible, and fun.
Download Swimming World’s new App to learn more
Google/Android
Apple/iPhone
Participating Clubs
Host Club | City | State | Contact | Age Groups | Date(s) | Register | |
---|---|---|---|---|---|---|---|
AAAA – Northside | San Antonio | TX | Kari Brothers | kari.brothers@nisd.net | 1st–12th Grade (Boys & Girls) | Fri, Aug 22 | Register |
Houston Hydra | Houston | TX | Amy Vanderkooi | amyburnsvanderkooi@gmail.com | 1st–12th Grade (Boys & Girls) | Aug 23–24 | Register |
Jacksonville Water Polo | Jacksonville | FL | Manny Torres | jaxwaterpolo@gmail.com | 6th–12th Grade (Boys & Girls) | Sat, Aug 23 | Register |
Longhorn Aquatics | Austin | TX | Tom Andrew | tom.andrew@austin.utexas.edu | 4th–5th Grade | Sat, Aug 23 | Register |
Lyons Aquatics | Western Springs | IL | Doug Eichstaedt | dougeichstaedt@gmail.com | 1st–8th Grade (Boys & Girls) | Aug 22–24 | Register |
NWC Water Polo | Rolling Meadows | IL | Lesley Daniel | nwcpolo2011@gmail.com | 1st—3rd Grade | Sat, Aug 23 | Register |
Southside Honey Badgers | Pearland | TX | Daniel Cox | daniel.hyperlite@gmail.com | 1st–12th Grade (Boys & Girls) | Aug 23–24 | Register |
WCAC United | Ambler | PA | Mike Koziol | waterpolo@wcacswim.org | 4th–5th Grade | Sun, Aug 24 | Register |
Next Level WPC | St. Petersburg | FL | Zac Kappos | zacchary.kappos@gmail.com | 1st–12th Grade (Boys & Girls) | Aug 23–24 | Register |
Hill Country Viper Pigeons | Boerne | TX | Scott Slay | csslay123@gmail.com | 1st—8th Grade (Boys & Girls) | Sun, Aug 24 | Register |
Modesto/Stanislaus WPC | Modesto/Stanislaus | CA | Brent Bohlender | bbrentpolo@aol.com | 1st—8th Grade (Boys & Girls) | Aug 22–24 | Register |
Rocky Mountain Neptunes | Boulder | CO | Manucher Ghaffarifar | manughaffari@gmail.com | 1st—8th Grade (Boys & Girls) | Aug 22–24 | Register |
Ready to Host a Clinic?
USA Water Polo is still welcoming more clubs to join. If your club would like to host a Try Water Polo day, email:
sportgrowth@usawaterpolo.org
Sports
Cross Collects Second Team All-American Honors in 100m
By: Hunter McKay Story Links EUGENE, Ore. – Chance Cross competed on day two of the NCAA Outdoor Track and Field Championships on Wednesday at Hayward Field. In the 100m semifinal, Cross ran a time of 10.17 seconds to finish in 11th place. That time ranks fifth in […]

EUGENE, Ore. – Chance Cross competed on day two of the NCAA Outdoor Track and Field Championships on Wednesday at Hayward Field.
In the 100m semifinal, Cross ran a time of 10.17 seconds to finish in 11th place. That time ranks fifth in program history. That finish earned him Second Team All-American honors. Cross finished his junior season with five of the fastest record times in program history.
Quotables
Director of Track and Field Cale McDaniel
“Chance is the fastest man to wear the Owl uniform, and he is one the best human beings as well! Such an outstanding person and competitor, we are all so proud of him and the season he has had. Chance Cross is one of a kind.”
Assistant Coach Paris Williams
“I couldn’t have asked more from Chance this year. Coming off of injuries the last two seasons and trusting in me my first year to do our best to get us to the NCAA Championships. He’s extremely coachable and always does the little things right. Anybody would be blessed to have him as their athlete, I’m so glad I get to do so. This is only the beginning!”
Next Up
Kali Terza (hammer throw) and Emma Sullivan (800m) will compete on Thursday at the NCAA Oudoor Track and Field Championships.
Sports
Wilmington ends season at NCAA Championships
Story Links EUGENE, Ore. — Grand Canyon senior hurdler Cam Wilmington concluded his season in the semifinal round of the men’s 400-meter hurdles at the NCAA Outdoor Track and Field Championships on Wednesday evening at Hayward Field. With the event narrowed down to just 24 competitors, the top nine finishers in […]

EUGENE, Ore. — Grand Canyon senior hurdler Cam Wilmington concluded his season in the semifinal round of the men’s 400-meter hurdles at the NCAA Outdoor Track and Field Championships on Wednesday evening at Hayward Field.
With the event narrowed down to just 24 competitors, the top nine finishers in Wednesday’s preliminary round advance to Friday’s final. Wilmington finished in 20th with a time of 51.57 seconds. Although he does not advance further into the meet, Wilmington earned All-American honorable-mention recognition for his finish in the nation’s top 24.
Under two weeks ago at the NCAA West First Round in College Station, Texas, Wilmington logged a personal best in the event with a time of 50.04. Days later, he ran a 50.12 to punch his ticket to Eugene. Either of those marks would have qualified for a top-nine finish. However, conditions in Eugene led to slower times across the board as only two of the event’s 24 entrants improved on their first-round marks.
Baylor’s Nathan Ezekiel cruised to the top time of the semifinal round with a mark of 47.86 that was over 1.2 seconds faster than the nearest competitor.
Wilmington ended a successful outdoor season that saw him make GCU history as the program’s first NCAA Division I Outdoor Track and Field Championships qualifier in a men’s track event and 16th qualifier overall. He also was a WAC champion in the event.
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