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SBJ Unpacks

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SBJ Unpacks

Let me say the quiet part out loud: Most sports sponsorships suck.

As a lifelong sports fan and someone who’s built a career helping brands show up authentically in culture, I can tell you that too many sponsorships feel like what they are — ads. Forced. Disruptive. Completely out of sync with the moment or the audience.

The result? Fans scroll past. Or worse, they roll their eyes.

But every now and then, a brand gets it right. And when they do, the internet rewards the brand with engagement, cred and props.

Case in point: The mobile game Royal Kingdom recently dropped a collab with LeBron James — and it went crazy viral. We’re talking 58,000-plus shares on Instagram on Day 1. More than his top dunk of the NBA season. More than most major brands see in an entire campaign cycle.

Why? Because Royal Kingdom didn’t try to create a moment — they tapped into one that already existed. They understood the culture, they respected it, and then they played inside of it.

For context: LeBron has long been the subject of a running joke online. Whenever he’s photographed with a book pregame, eagle-eyed fans notice something odd — he’s always on Page 1.

The internet took it and ran. Memes flew. Jokes were made. “Does he even read?” became a thing. Even Pat McAfee asked him about it in his recent interview.

And here’s the genius part: Instead of ignoring the noise, Royal Kingdom leaned all the way in. In the ad, it’s revealed that LeBron isn’t reading. He’s hiding a phone inside a hollowed-out book — secretly playing Royal Kingdom.

No forced tagline. No over-explaining. Just pure, self-aware humor. LeBron, poking fun at himself. Fans ate it up.

This is a master class in how to do branded content. Why? Because it didn’t disrupt the culture … it added to it. It created a moment fans wanted to share. It gave us something to talk about. It became a part of NBA culture, not an ad trying to co-opt it.

The results speak for themselves:

  • 58K+ shares on Instagram in 24 hours.
  • Organic reposts from Bleacher Report, The Score and more.
  • Fans tagging each other in the comments, DMing the clip and talking about it like it was a highlight play.

And guess what? That ad didn’t need to start with a voiceover saying, “Introducing Royal Kingdom, the newest mobile game.” We didn’t need a flashy logo at the top left corner the whole time.

They let the content lead. They let the moment be the message.

Contrast that with another recent example: Giannis Antetokounmpo’s partnership with Castrol Motor Oil.

Now listen, I love Giannis. Fellow Greek!

He’s hilarious, self-deprecating, incredibly likable and a marketer’s dream. But the Castrol ad? It missed. Hard.

It was a 60-second spot that felt like a standard commercial. Lots of industry jargon. Talk about how Castrol performs “across industries.” CGI flying around. A few forced punchlines. And somewhere in there, Giannis.

But instead of leveraging what makes him special — the jokes, the accent, the “dad energy” — they used him as a billboard.

And the fans felt it. The video, which was co-posted by the NBA’s official Instagram account (with 90 million followers), barely cracked 1,000 shares.

Let that sink in. One video tapped into an existing internet joke about LeBron and added to it. The other tried to build a branded message from scratch. One exploded. The other flopped.

The difference? One created with the culture. The other tried to talk at it.

Look, this isn’t rocket science. Fans are smart. They know when you’re faking it. They know when they’re being sold to. But they also appreciate when you put in the effort to speak their language. To understand their world. To be in on the joke.

That’s where the magic lives. The IYKYK moments. The Easter eggs. The subtle nods to fandom and community that make people feel seen and included. And the rule is: If you can’t show up authentically, don’t show up at all.

Here are a few things to remember if you’re a brand looking to win with sports sponsorships:

  1. Don’t force it. If a moment doesn’t already exist, don’t try to shoehorn your brand into one. Find real stories. Real jokes. Real insights about fandom — and build from there.
  2. Lead with entertainment, not selling. If the content isn’t worth watching without the brand mentioned, you’ve already lost. Make people laugh, make them feel something, and then earn the right to mention your product.
  3. Be self-aware. LeBron is the most scrutinized athlete on the planet — and even he is willing to poke fun at himself. That level of humility builds trust. It humanizes the brand and the athlete.
  4. Respect the audience. Fans don’t want to feel like they’re sitting through a commercial break. They want to engage, react and share. If your content makes that harder, you’re doing it wrong.
  5. Create with the culture, not on top of it. You’re not the main character. The fans are. The athlete is. Your job is to support the story, not steal the spotlight.

At the end of the day, sports are emotional. They’re communal. They’re cultural currency. And the brands that understand that — really understand that — have an unfair advantage.

So, to the marketers, brand leads, and sponsors out there: If your content isn’t worth sharing, it isn’t worth making. Tap into the moment. Respect the fan. And whatever you do — don’t be Castrol.

David Brickley is the founder and CEO of STN Digital, a social-first marketing agency.

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Podcast

Better rookie season

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Better rookie season

As the clock wound down in a recent contest, the Golden State Valkyries’ Veronica Burton and Kaila Charles swarmed Paige Bueckers on the perimeter to deny the Dallas Wings rookie from even getting off a shot. The 3.2 remaining seconds ticked away, and the ball remained in Bueckers’ hands as the buzzer sounded.

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That type of attention has become common for Bueckers in her debut WNBA season, especially as the firepower in the Wings rotation has thinned because of injury — eight of 12 players on the opening-night roster have missed seven or more games — putting more offensive burden on her. Bueckers has also proven increasingly capable of dissecting single coverage and has demanded star-level defense.

“She lets the game come to her, and she takes what the defense is giving her all over the floor,” Wings coach Chris Koclanes said. “She doesn’t get sped up, and it’s really impressive for a rookie in this league to be able to maintain her own speed and tempo.”

But the game was already in hand when the Valkyries corralled Bueckers at the 3-point line. Golden State led by nine and the heightened defense wasn’t because the game was in balance; it was because Bueckers needed one more point to reach double digits, as she had done in every prior game of her rookie year.

With Dallas long since removed from postseason contention and playing out the string over the second half of the season, these are the stakes for Bueckers. She hasn’t been put in position to chase wins; she can only pursue individual accolades while the Wings build for the future. Nevertheless, despite a constantly changing supporting cast, Bueckers has thrived, putting herself in conversation for one of the best debuts in league history.

Bueckers has been the leading rookie scorer every month of the 2025 season, and her average of 18.9 points is seventh in WNBA history among rookies. With three games left, a late surge could move Bueckers past her teammate Arike Ogunbowale, who is sixth on the list at 19.1.

As was the case during her college career that culminated in a national championship at UConn, Bueckers has been efficient in the process of scoring at a high volume. Among rookies who have averaged at least 17 points per game, Bueckers is sixth in field-goal percentage at 46.7. The only two guards in front of her are Chennedy Carter, whose first season came in the friendly offensive environment of the WNBA bubble, and Cynthia Cooper-Dyke, who was a 34-year-old rookie during the league’s inaugural season.

Bueckers has been an elite playmaker as well. She is on pace to finish the season as one of 12 rookies to ever average five assists per game, and one of two to pair that with 15 points, joining Indiana Fever star Caitlin Clark.

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Clark became the standard-bearer for rookie guards during her historic 2024 season, and her production is the only realistic point of comparison for Bueckers. Sue Bird and Diana Taurasi were also first-year All-Stars, but neither displayed the same combination of elite scoring and creation as Clark and Bueckers. The new generation of rookies has the advantage of playing in a more offensive-minded league. Still, their numbers relative to the rest of the league stand out.

The last two No. 1 picks both delivered individual historic moments. Bueckers tied a rookie record last month with 44 points against the Los Angeles Sparks, on a night when she started alongside two players who were signed midseason to hardship contracts. Clark set the single-game assist record of 19 about midway through last season.

But Bueckers trails Clark in most of the counting stats: 18.9 to 19.2 in points, 3.7 to 5.7 in rebounds, and 5.3 to 8.4 in assists. Other than points, those differences cannot be explained by the extra two minutes Clark averaged as a rookie. The major advantage Bueckers possesses is in turnovers, where her 2.1 per game is significantly better than Clark’s 2.8.

Bueckers has a better overall field-goal percentage, but since so many of Clark’s shots came from 3-point range, the Fever guard’s effective field-goal percentage (which weights the point value of each field goal) of 52.2 percent bests Bueckers’ mark of 50.4. Clark also shot better from 3-point range (34.4 percent to 33 percent) despite attempting them three times as frequently.

Those box-score numbers don’t fully account for the surrounding situation of each rookie. Clark’s assists, for example, were easier to come by with All-Star Aliyah Boston in the middle of the floor; the 2023 No. 1 pick was the recipient of 105 of Clark’s helpers, or 2.6 per game. Both Clark and Bueckers had an All-Star guard sharing the backcourt in Kelsey Mitchell and Ogunbowale and a relatively similar level of talent on the rest of the roster, at least to start the season, but Dallas didn’t have anyone resembling Boston.

Although Bueckers had a worse net rating than Clark (minus-5.0 compared to minus-2.4), her on-off differential has been better in her rookie season. The Wings are 8.1 points per 100 possessions better with Bueckers on the court, demonstrating her impact, even if it hasn’t translated to victories. Win shares favor Bueckers as well, and she can build on her 3.5-3.0 lead in the final three games.

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However one chooses to assess the statistical impact of Bueckers and Clark in their first years, there is one point of comparison that works in Clark’s favor. Bueckers’ production has come in the context of a largely meaningless season, as Dallas hasn’t even spent one day in playoff position. Clark and the Fever, on the other hand, rallied from a 2-9 start to pursue a postseason berth.

That is the next frontier for Bueckers: not be a spoiler, but to play in games of real consequence. Clark’s rookie season ended with a big chasing her on the perimeter as she launched a 3-pointer because a playoff win was on the line. Bueckers’ rookie season could be lost to history if Dallas doesn’t put her in that position sooner than later.

(Photo of Paige Bueckers: Ron Jenkins / Getty Images)

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Christian Gonzalez misses Patriots practice, 'working' to return from injury

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Christian Gonzalez misses Patriots practice, 'working' to return from injury

FOXBORO — Christian Gonzalez quietly folded and put away some of the clothing in his locker at Gillette Stadium.

While his Patriots teammates prepared for a fully-padded practice just four days before their season opener, the third-year corner did not. He understood the plan for him on Wednesday was to do some conditioning work on the side and not much more.

“I’m working,” he said softly.

Gonzalez is inarguably his team’s best player. He was named a Second-Team All-Pro last season after routinely matching up with and shutting down opposing No. 1 receivers. He was expected to be one of the linchpins of Mike Vrabel’s defense in 2025, allowing for extensive man-to-man looks and aggressive calls for pressure because of his lock-down coverage skills.

But after Gonzalez missed Wednesday’s practice, his status for Sunday’s game is in doubt, despite Vrabel not ruling him out. Gonzalez hasn’t practiced since injuring his hamstring on July 28.

“He’s continuing to work,” Vrabel said prior to the practice, “and he’ll do some stuff on the side, but I’m not going to rule anybody out. … We’ll continue to work and treat and make sure that we’re doing everything that we can to help him, and he’s doing everything he can to get back out on the field. That’s the only update I have right now.”

Gonzalez rode a stationary air bike on the upper fields behind Gillette Stadium while his teammates practiced on the lower field. He pedaled under the watchful eye of assistant strength and conditioning coach Brian McDonough before pausing and watching the action on the fields below.

“I mean, I do like where he’s at from an engagement standpoint,” Vrabel said. “We’ve been through this with other players, and I like where he’s at from that standpoint. In the meetings, locked in, following along at practice, which is difficult. To think that a player that’s not in there can follow along, I’ve been through that as a player and a coach, and I think he’s done a nice job of being able to do that.”

While Vrabel surely would like to have Gonzalez for Week 1 against a Raiders offense that features second-year standout tight end Brock Bowers and former Patriots wideout Jakobi Meyers, he didn’t indicate that he would be rushing Gonzalez back onto the field, either.

When asked if it was important for him to allow players to get back to “100 percent” before returning to the field, Vrabel shed some light on his thought process.

“I mean, I don’t use percentages,” Vrabel said, “but, again, I’ll remind you what we talked about as far as, when I try to make decisions about players and returning, one, can they make it worse? Can they, two, protect themselves? 

“We can all say what we want about this game, but it’s violent, and can you protect yourself? And can you do your job up to the standard that we expect and that the player is used to? So, those are the things that I’ve tried to use when making decisions. Maybe I’ll add some to that, but that’s what I’ve tried to use in my other experience in this position.”

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Steve Smith Moves His Podcast, 'The 89 Show,' to Blue Wire

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Steve Smith Moves His Podcast, 'The 89 Show,' to Blue Wire





Steve Smith Moves His Podcast to Blue Wire




























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Andy Roddick returns to tennis on own terms with successful 'Served' podcast

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Andy Roddick returns to tennis on own terms with successful 'Served' podcast

Andy Roddick’s journey back to tennis began during the COVID-19 pandemic, when Tennis Channel asked him to remotely appear on studio programming while the sports world was shut down.

“I didn’t really play. I would come [to the U.S. Open] to do corporate work once a year, and that was it,” Roddick recently told Sports Business Journal. “Tennis Channel was great because I could do it from home. My one thing was, I never wanted the game to control my geography ever again.”

Five years later — and 13 after announcing his retirement from play on his 30th birthday — Roddick has established a pillar of the tennis media ecosystem on his own terms with his “Served” podcast.

Launched in January 2024 with veteran producer Mike Hayden and journalist Jon Wertheim, the show began with ambitions as simple as “a fun side project that I thought no one would listen to,” in Roddick’s words. But since its debut, the show has garnered more than 150,000 YouTube subscribers, 185,000 social media followers and 3.5 million audio downloads while attracting marquee sponsors such as Amazon Prime (2025 French Open, U.S. Open), Mercury Financial (2025 Wimbledon) and ServiceNow (live shows at the upcoming Laver Cup) for events. It also joined Vox Media’s network of sports podcasts last year.

As it’s grown, “Served” has earned bona fides with tennis diehards for long-form interviews with Rafael Nadal and Andre Agassi; laid-back but incisive analysis of tennis’ entire calendar of events (not just the Grand Slams); and the versatility to dig deep into topics such as, in an early sitdown with longtime IMG Tennis agent/executive Max Eisenbud, the economics of tennis player development.

“What makes him special, specific to his podcast, is his ability to transcend the deep tennis insiders, but also the casual tennis fans,” said Eric Butorac, a former doubles player on the ATP Tour and the USTA’s senior director of player relations and business development.

“He’s [Roddick] exactly like he was on tour. You walk into the locker room, and you just hope he’s sitting there, because he’s going to be jabbering away, super engaged, super competitive. … It’s the same way when I turn on ‘Served.’”

Served Media — the media company atop “Served” co-founded by Roddick and Hayden — is now a seven-figure revenue business. Since the debut of its eponymous podcast, it has launched a women’s tennis-focused show hosted by Kim Clijsters, daily recap program hosted by Hayden, active social and newsletter channels, and a merchandise line, with yet-to-be disclosed plans for further content expansion.

“We thought there would be a lane for it for, like, super nerds,” Roddick said. “But I don’t know that we thought it would grow like this.”

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Postgame Podcast

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Postgame Podcast

RALEIGH, N.C. — NC State needed a fourth-down stop in the red zone to survive, but came away with a 24-17 win over ECU to start the season. The Wolfpack (1-0) finished with 423 total yards behind CJ Bailey’s 318 yards passing with one touchdown through the air and one on the ground.

Cory Smith and Michael Clark share their thoughts after the game, including Bailey’s performance, Wesley Grimes’ career night, Hollywood Smothers’ solid outing, and the defense’s up-and-down night. Get all of that and more on the latest Postgame Podcast.

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Listen to the full podcast below and subscribe on iTunes, the Google Play Store or find us on Spotify by searching for “Pack Pride Podcast” under the podcasts section.

Not a VIP subscriber to Pack Pride? Sign up now to get access to everything R. Cory Smith, Michael Clark and the entire Pack Pride team have to offer on all things NC State and access to the No. 1 site covering the Wolfpack.

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Want the latest news on NC State delivered right to your email? Subscribe to the Pack Pride newsletter hereIt is free and a great way to get daily updates on NC State football, basketball, baseball, recruiting and more delivered straight to your inbox.

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Cam Newton Expands 'First Take' Role Post

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Cam Newton Expands 'First Take' Role Post





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