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Why New York Life shifted its marketing spend from linear ads to sponsorships

About a year ago, New York Life called an audible on its sports marketing. The insurance and financial services brand wasn’t new to the sports sponsorship space, having experience with college basketball and understanding the power of a live sports audience, but CMO Amy Hu said she wanted to shift the focus from ads to […]

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About a year ago, New York Life called an audible on its sports marketing.

The insurance and financial services brand wasn’t new to the sports sponsorship space, having experience with college basketball and understanding the power of a live sports audience, but CMO Amy Hu said she wanted to shift the focus from ads to more ambitious storytelling and experiences.

“We wanted to move away from spots and dots,” Hu told Marketing Brew. “It’s not just about the media coverage. We really wanted to use sports marketing as a metaphor for how we do business.”

Part of the reason for the pivot is that audiences have become “way too savvy to just take a commercial at face value,” Hu said. So New York Life inked deals with both Major League Baseball and the US Soccer Federation, opening the door for the company to engage audiences down to the youth and local levels. Hu said she hopes the efforts will help New York Life stand out in a crowded field.

Metaphorically speaking

Insurance and financial services companies like State Farm and MassMutual have long been in the sports sponsorship game, perhaps because sports sponsorships can provide an apt metaphor for communicating an otherwise complicated offering: Having a financial advisor is like having “a coach on your side,” Hu said.

Sports sponsorships also offer brands broad reach across many demographics, including some that have been historically underserved by financial institutions, like women. It’s a group that New York Life in particular is hoping to reach through its partnerships with US Soccer, Hu said, along with getting access to a “younger, more demographically diverse” audience, she said. The deal also presents an opportunity to tell brand stories tied to the US Women’s National Team, which has for years been a dominant force in international soccer.

Partnering with MLB was appealing for an altogether different reason. “When we met with them, we felt very kindred to them,” Hu said. “They’re a 140-year-old company trying to transform, revitalize. We’re a 180-year-old company trying to do the same thing.”

MLB may be getting up there in years, but the organization knows its way around modern marketing technology like data clean rooms, which was a plus for the New York Life team, Hu said. Ultimately, the company saw merit in working with both US Soccer and MLB.

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“We couldn’t choose, so we bought both,” she said.

New York Life announced multiyear deals with both organizations last February, essentially reallocating its linear ad budget to sponsorships, streaming, and OTT, Hu said. It’s a move that she said has already paid off.

“Linear was not as effective for us,” she said. “This is proving already, in year one, to be a much more effective spend,” with brand sentiment, positive buzz, and earned media mentions trending up after the first year of the partnerships.

Fountain of youth

Both deals come with traditional sponsorship assets like official partner designations and opportunities to activate at community events, but they also both involve youth sports like Little League, which is seeing growth in big brand sponsorships. New York Life is using the youth sports connection in multiple ways, including leveraging its 12,000 agents to serve as community brand ambassadors and build brand connections at the local level.

“We have 12,000 brand ambassadors out there, and a lot of them are Little League coaches,” Hu said. “A lot of them have kids who play soccer. So we’re building these local community programs that will extend the storytelling, the fan experience, into a local area.”

Last spring, New York Life was the presenting sponsor of the Little League Community Heroes recognition program, which honors local volunteers, and holds the same title this year. With US Soccer, the company’s work has so far been more focused on the USWNT side, like supporting the international SheBelieves Cup, but Hu said “there’s more to come” in youth soccer soon. New York Life is the presenting sponsor of this summer’s US Youth Soccer Championships, which it also presented last year.

“The brand advertising is just a nice halo, but at the end of the day, everything’s local, and we have those 12,000 agents, and our agents are our best brand ambassadors,” she said. “They are literally in their community. So, ‘How do we unleash that?’ is really what we’re working on this year.”



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JC Sports Celebrates 11 Years of Youth Development Excellence on the Opening Day of Summer Camps

JC Sports Atascocita JC Sports Houston Owners JC Sports, a leading youth sports development organization, proudly celebrates its 11th anniversary today, marking more than a decade HOUSTON, TX, UNITED STATES, June 3, 2025 /EINPresswire.com/ — JC Sports, a leading youth sports development organization, proudly celebrates its 11th anniversary today, marking more than a decade of […]

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JC Sports Atascocita

JC Sports Houston Owners

JC Sports, a leading youth sports development organization, proudly celebrates its 11th anniversary today, marking more than a decade

HOUSTON, TX, UNITED STATES, June 3, 2025 /EINPresswire.com/ — JC Sports, a leading youth sports development organization, proudly celebrates its 11th anniversary today, marking more than a decade of nurturing young athletes in the local community. Coinciding with the kickoff of its highly anticipated Summer Camps, the milestone is a moment of reflection and celebration for players, families, coaches, and partners who have been part of the journey.

Founded in 2014, JC Sports has grown from a small local program into a respected hub for youth sports development, known for its innovative training, inclusive approach, and commitment to long-term player growth—both on and off the field.

“We are more than a league, more than a competitive team, and more than labels,” said Jennifer Coronel, Founder of JC Sports. “Our mission is to empower local youth with the tools they need to become not only great athletes but amazing human beings.”

To commemorate the occasion, JC Sports has released a series of photos capturing the evolution of its athletes—from their first kicks as toddlers to their teenage years—highlighting the power of consistent, values-driven development. You can check those pictures in our social media accounts ( FB,IG and TikTok)

Over the past 11 years, JC Sports has partnered with families, educators, and coaches to create a supportive environment that encourages hard work, discipline, and character. Many of the players featured in today’s tribute have grown up entirely within the JC Sports system, a testament to the program’s consistency and impact.

JC Sports extends its heartfelt thanks to the families, coaches, and community partners who have supported its vision for youth development and continue to believe in the potential of every child.

About JC Sports

JC Sports is a youth sports organization based in Houston, TX, offering skill-based developmental programs for children of all ages. With a focus on physical literacy, technical excellence, and personal growth, JC Sports has become a trusted name in youth sports training, impacting thousands of families across the region.

Media Contact:

Jennifer and Cesar Coronel

Owners

Manager@jcsportshouston.com

281-624-6867

www.jcsportshouston.com

Cesar Coronel
JC Sports
+1 281-624-6867
email us here
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EIN Presswire provides this news content “as is” without warranty of any kind. We do not accept any responsibility or liability
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article. If you have any complaints or copyright issues related to this article, kindly contact the author above.





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Justice Dept. ratchets up threats over trans athletes in California

The U.S. Justice Department ratcheted up its efforts to block transgender athletes from competing in school sports in California by warning school districts Monday that they will face legal trouble if they don’t break from the state and bar such athletes from competition within days. The new warning followed similar threats by the Trump administration […]

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The U.S. Justice Department ratcheted up its efforts to block transgender athletes from competing in school sports in California by warning school districts Monday that they will face legal trouble if they don’t break from the state and bar such athletes from competition within days.

The new warning followed similar threats by the Trump administration to the state and the California Interscholastic Federation, which governs youth sports and requires transgender athletes be allowed to compete. It also comes after AB Hernandez, a 16-year-old transgender junior from Jurupa Valley High School, won multiple medals at the state high school track and field championships on Saturday, despite a directive from President Trump that she not be allowed to compete.

Assistant Atty. Gen. Harmeet Dhillon — a conservative California lawyer who focused on challenging LGBTQ+-friendly state laws before being appointed by Trump to head the Justice Department’s Civil Rights Division — wrote in a Monday letter to school districts that continuing to comply with CIF rules allowing transgender athletes to compete “would deprive girls of athletic opportunities and benefits based solely on their biological sex,” in violation of the U.S. Constitution.

To “avoid legal liability” for such violations, Dhillon wrote, each district must “certify in writing” by June 9 that it is no longer complying with the federation’s rules and barring transgender athletes from competition.

Dhillon said on the social media platform X that her office put “1600+ California schools on blast for violating equal protection in girls’ sports.”

Dhillon’s letter made no mention of the CIF’s rule change last week — after Trump threatened to revoke federal funding from California if Hernandez competed in the state championships. The change allowed any cisgender girl bumped from qualifying for event finals by a transgender athlete to compete anyway. It also ensured cisgender girls were awarded medals in every race, regardless of how Hernandez placed.

The policy was intended as a compromise, but it drew little support from those on the conservative right demanding a full ban on transgender athletes.

In addition to Trump’s funding threat, Dhillon’s office last week announced it was launching an investigation into the state, the interscholastic federation and the Jurupa Unified School District, where Hernandez competes.

A spokesperson for California Atty. Gen. Rob Bonta’s office said officials there were “very concerned with the Trump Administration’s ongoing threats to California schools and remain committed to defending and upholding California laws and all additional laws which ensure the rights of students — including transgender students — to be free from discrimination and harassment.”

The office was “reviewing the letter and closely monitoring the Trump Administration’s actions in this space,” the spokesperson said.

Elizabeth Sanders, a spokesperson for the California Department of Education, said the agency had no comment on Dhillon’s letter Monday but was “preparing to send guidance” out to districts Tuesday. She said California Supt. of Public Instruction Tony Thurmond also had no response Monday.

The Los Angeles Unified School District declined to comment. Other local districts around L.A. did not respond to requests for comment.

LGBTQ+ advocates criticized Dhillon’s letter, calling it the latest proof that the Trump administration is not actually concerned with protecting cisgender athletes but with targeting transgender kids to score political points.

Shannon Minter, vice president of legal at the National Center for Lesbian Rights, helped draft the interscholastic federation’s original rules allowing transgender athletes to compete, and also supports the new rule — which he said ensures that both transgender and cisgender athletes get to compete.

At last weekend’s meet, for example, Hernandez’s competing did not push any cisgender girls out of competition.

Hernandez took gold in both the girls’ triple jump and girls’ high jump, and placed second in the girls’ long jump — but wasn’t alone in any of those spots.

For the triple jump, she stood on the podium alongside a cisgender girl who was also given gold. For the high jump, she shared the podium with two cisgender girls with whom she tied. For the long jump, she shared the second-place podium spot with a cisgender girl who also was awarded silver.

The new rule addressed “the concerns people had about taking opportunities away from non-transgender girls, and it makes sure that cannot happen — it literally eliminates that concern altogether,” Minter said.

By ignoring the new rules, he said, Dhillon’s letter “shows what we already knew, which is that this administration isn’t concerned at all about protecting athletic opportunities for girls, this is just about bias against transgender people — pure and simple.”

Critics of transgender youth participating in sports, meanwhile, cheered Dhillon’s letter as a major victory.

Sophia Lorey, outreach director for the conservative California Family Council, said it was “huge.” Lorey was kicked out of the state championships Saturday after handing out fliers urging people to sign a petition calling on the interscholastic federation to change its policies.

“Here we gooooo!” Lorey wrote on X. “As a born & raised Californian who played soccer through college — I am beyond grateful.”

At least a handful of California school districts with conservative elected leaders would be eager to comply with the new directive.

On April 17, the Chino Valley Unified school board unanimously approved a resolution titled “Supporting Title IX and Fairness in Girls’ Interscholastic Sports.” The resolution stated that “biological differences between male and female athletes can create inherent advantage in competitive sports, particularly in categories designated specifically for girls.”

The school system called on state governing bodies to uphold protections for girls in sports under Title IX, a 1972 federal civil rights law prohibiting sex discrimination in educational programs and activities that receive federal funding.

In April, the school system also filed a Title IX complaint with the federal Justice Department against Gov. Gavin Newsom, the California Department of Education, Thurmond and the California Interscholastic Federation.

The complaint said Chino Valley was “now caught between conflicting state and federal directives” and was requesting “urgent federal intervention.”

Sonja Shaw, president of the Chino Valley Unified school board, wrote on X that Dhillon’s letter was “a historic win” for parents, their daughters, the nation and “truth.”

“We will not bend. We will not compromise. We will protect our daughters at all costs,” wrote Shaw, who is running for state superintendent of public instruction. “The tide is turning. The silence is broken. And we are just getting started.”

Shaw also suggested that the support from the Trump administration could encourage her school system to take more aggressive action.

“I’m bringing this matter forward at our next board meeting,” Shaw said. “We will not comply with insanity. We will not be bullied into silence. We will not betray our girls to please radicals.”

Hernandez’s mother, Nereyda Hernandez, could not be reached Monday, but has previously said that it was heartbreaking to see her child being attacked “simply for being who they are,” and despite following all California laws and policies for competing.

She begged Trump to reconsider his efforts to oust transgender girls from sports.

“My child is a transgender student-athlete, a hardworking, disciplined, and passionate young person who just wants to play sports, continue to build friendships, and grow into their fullest potential like any other child,” she said.



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WTEF helping youth develop tennis ability, academics, life skills for 70 years – NBC4 Washington

WTEF helping youth develop tennis ability, academics, life skills for 70 years – NBC4 Washington Skip to content Close Menu Contact Us Link 0

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WTEF helping youth develop tennis ability, academics, life skills for 70 years – NBC4 Washington



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Tougaloo hosts youth basketball camp

Tougaloo hosts youth basketball camp Camp participants will get a chance to learn from Tougaloo’s coach Strothers Updated: 7:11 PM CDT Jun 2, 2025 With school out and summer in, Tougaloo College is getting the youth in Jackson to stay active. Bulldogs head basketball coach Eric Strothers is hosting his “Coach Strut’s Camp of Stars” […]

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Tougaloo hosts youth basketball camp

Camp participants will get a chance to learn from Tougaloo’s coach Strothers

With school out and summer in, Tougaloo College is getting the youth in Jackson to stay active. Bulldogs head basketball coach Eric Strothers is hosting his “Coach Strut’s Camp of Stars” from June 3-5 at the Tougaloo College Kroger Gymnasium. The camp will run from 8 a.m. to noon during those three days. The camp program is open for boys and girls, ages 6-15, and will include various workstations to improve fundamental skills, team concepts of basketball, small group work and a safe environment. Registration fee for the camp is $60 per child. For more information, reach out to coach Strothers at 601-454-6872 or estrothers@tougaloo.edu.

With school out and summer in, Tougaloo College is getting the youth in Jackson to stay active.

Bulldogs head basketball coach Eric Strothers is hosting his “Coach Strut’s Camp of Stars” from June 3-5 at the Tougaloo College Kroger Gymnasium. The camp will run from 8 a.m. to noon during those three days.

The camp program is open for boys and girls, ages 6-15, and will include various workstations to improve fundamental skills, team concepts of basketball, small group work and a safe environment.

Registration fee for the camp is $60 per child. For more information, reach out to coach Strothers at 601-454-6872 or estrothers@tougaloo.edu.



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What parents and youth athletes can do to protect against abuse in sport

From the horrific Larry Nassar abuse scandal in United States gymnastics to the “environment of fear” some volleyball athletes endured at the Australian Institute of Sport, abuse in sport has been well documented in recent years. This abuse in elite sport sport has been particularly visible but it is not just happening at the top […]

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From the horrific Larry Nassar abuse scandal in United States gymnastics to the “environment of fear” some volleyball athletes endured at the Australian Institute of Sport, abuse in sport has been well documented in recent years.

This abuse in elite sport sport has been particularly visible but it is not just happening at the top level. Abusive and harmful practices are happening in all sports, at all ages and at all competition levels.

While sport can have many wonderful benefits for young people, it can also have a dark side, one where abuse can flourish, leading to serious psychological and physical harm.

How can parents ensure their children are safe?




Read more:
The 3 changes Australian sport must make after Volleyball Australia’s shocking abuse report


Abuse in sports

A 2022 Australian study showed 82% of children had experienced physical, psychological or sexual abuse during their time participating in community sport. This makes the abuse prevalence similar to that found in elite sport environments.

The line between abuse and acceptable behaviour is blurred more in sport than in many other environments.

For example, in school, it would be unacceptable for a teacher to scream at a child who performed poorly on a test but in sports, screaming is a commonly used strategy by a coach to correct a young athlete’s behaviour.

Research from earlier this year shows athletes often justify the behaviours of their coaches.

The following quote from an elite-level gymnast in an ongoing research project demonstrates how athletes often learn to accept abusive behaviours as necessary for their performance:

(He) was a strict coach. He spoke loudly […] but I’m a gymnast, I need that. I don’t know if everybody needs that but if I did something really bad, he screamed at me and this kind of gave me motivation to push myself more, so for me this type of coaching style was really good.

Challenges and changes

The “win-at-all-costs” mentality in many sports is also problematic.

When winning is everything, abusive practices are not seen as a problem to be stamped out but rather as legitimate strategies to motivate and toughen up the participants.

Athletes are not the only ones who normalise these practices. Parents, coaches and administrators might also come to tolerate, accept or even celebrate abusive behaviours and cultures as a “natural” part of sport.

This means experiences of abuse may flourish in such environments.

Thankfully, some sports organisations have in recent years made significant changes to reduce the likelihood of abuse and deal with cases as soon as they arise.

Sport Integrity Australia (SIA), for example, is implementing national policies for safeguarding and whistleblowing, where abuse and harmful behaviour can be reported.

SIA has also recently co-developed a course with other leading sport agencies to help coaches working with young athletes better navigate the complexities of physical, emotional and psychological development.

While these are potentially steps in the right direction, researchers have pointed out that similar efforts have achieved mixed results and there are no guarantees of athlete safety.

Parents may therefore rightly ask what they might do to protect their child(ren) from abuse and maximise the positive gains from participating in sport.

Tips for parents and caregivers

Firstly, parents and caregivers have the right to be included in their childrens’ sporting participation.

This involves being informed about training times and competition schedules, training content, coaching style and behavioural expectations.

Parents should also be welcomed to watch their children’s training sessions at any time and unannounced.

Denying parents information or access to facilities have been identified as a potential risk factors.

The right for inclusion also refers to decision-making. Sport is often hierarchical with authoritarian leadership styles, which are significant risk factors for abuse in sports.

So it is important children and their parents are provided with spaces and opportunities to have a say in matters related to their (child’s) sporting participation.

Secondly, young athletes and their parents/caregivers should be made aware of the policies and safety measures put in place to keep children safe.

If these are not clearly communicated, parents/caregivers are encouraged to ask what actions a club has put in place.

If protection and prevention are not developed, or considered limited or ineffective, parents are recommended to raise their concerns.

Lastly, parents should be conscious of the “win-at-all-costs” mentality found in many sports and consider how this can lead to abusive practices being accepted as a “natural” part of sport.

By staying informed, involved and attentive, parents can play a powerful role in supporting safer sporting environments for all children.



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Asset Class: Tax on Sports Bets

Sports bettors in Illinois on Saturday logged into their apps and were met with an uncommon warning: the state legislature was considering new taxes. The tax, which passed minutes before midnight local time on Saturday, will be 25 cents for every bet for a licensee’s first 20 million bets, and 50 cents per bet thereafter. […]

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Sports bettors in Illinois on Saturday logged into their apps and were met with an uncommon warning: the state legislature was considering new taxes.

The tax, which passed minutes before midnight local time on Saturday, will be 25 cents for every bet for a licensee’s first 20 million bets, and 50 cents per bet thereafter. This arrangement came as part of $1 billion in new taxes to ostensibly fund public transit, after a new provision last year raised taxes on sportsbooks from a 15% flat fee to up to 40%. 

Before the new surcharge passed on Saturday, alarm signals were sent out by the sports betting industry. Proxies for FanDuel and DraftKings, the Capulets and Montagues of sportsbooks who have been in a blood feud with each other for years, both tried to warn against the new tax.

The Ringer, sponsored by FanDuel, posted a since-deleted tweet that said, “The Illinois legislature is considering an unprecedented tax on every bet placed on online apps like FanDuel. This would hurt sports fans in Illinois and potentially drive them to the illegal market.” The tweet led to a link at the Sports Betting Alliance to urge politicians to reject the tax. Dan Katz (“Big Cat”) of Barstool Sports, which is sponsored by DraftKings, said in a video that the new tax would be “very bad” and shared the same Sports Betting Alliance link. It has not been common for Katz or The Ringer to engage in political advocacy.  

The Sports Betting Alliance—which consists of FanDuel, DraftKings, BetMGM, and Fanatics—issued a statement calling the sports betting tax “discriminatory, punitive and constitutionally suspect.”

“With this change, lawmakers are essentially urging customers—and especially these small dollar bettors—to switch to unsafe and unregulated sportsbooks who defy state consumer protections and generate zero taxes for state priorities,” the Sports Betting Alliance said. “These illegal operators are the big winners from Saturday’s vote. 

It added that it will continue to fight this tax and potential other similar taxes that might be proposed in Illinois or any state moving forward.

This is the second straight year lawmakers in Illinois have approved a budget hiking taxes on regulated sportsbooks. In the budget passed last May, the Illinois Senate approved a progressive wagering tax increase that changed the sports betting tax from a flat 15% rate to a system based on adjusted gross revenue, meaning larger sportsbooks pay higher taxes.

Adam Hoffer, director of excise tax policy at the Tax Foundation, tells Front Office Sports this is the first fixed-rate per wager tax on sports betting he’s seen. Based on the language of the policy, he says it’ll be “practically impossible” for sportsbooks in Illinois to take $1 bets moving forward.

“It’s going to distort the market, which is not something you generally want tax policy to do,” he says.

Hoffer says perhaps the act of discouraging small-money wagers could reduce the rates of problem gambling. But on the other hand, there will be bettors who will increase the amount of money they place on individual bets because of the tax.

Meanwhile other states could look to replicate this policy in the future. “A lot of states’ tax policies are driven by what they see in other states,” he says. “There’s very much a copycat system.”

Analysts at Truist said in a Sunday research note that the change will most impact the two biggest players—FanDuel and DraftKings—while more moderately affecting those below them, like BetMGM, Fanatics, and Entain. The note also said the change could embolden illegal market operators, and said “we fear other states could look to copy [Illinois]…”

Robert Walker, director of operations at ARMS—which helps retail sportsbooks manage potential risks to their business—tells FOS he read about the new sports betting tax “with a sinking feeling,” and says “it confirms exactly what I’ve been worried about.”

The tax pushed through in Illinois “sets a dangerous precedent,” he says. Expect other states to impose similar taxes on licensed sportsbooks “whenever they need quick revenue.”

Walker, who for more than a decade was the sportsbook director for MGM Mirage’s Las Vegas casinos, says this comes at a particularly challenging time for the legalized sports betting industry, which is facing new competitors in the form of companies like Kalshi that offer sports “prediction” markets.

“This feels like short-sighted revenue grabbing that could drive casual bettors away from legal, regulated platforms,” he tells FOS. “Exactly the opposite of what good policy should accomplish.”

He expects sportsbooks to respond by raising their minimum bet requirements, meaning that sports bettors are the ones who will ultimately feel the tax.

“Make no mistake: this cost will ultimately land squarely on the customer,” Walker says. “The tax may be levied on the operator, but basic economics tells us who really pays. What’s particularly frustrating is how this undermines the competitive position of regulated operators just when they need every advantage they can get against emerging alternatives.”

The emerging alternatives include Kalshi, an exchange-based platform whose sports betting markets have expanded onto Robinhood, which are not subject to state gaming taxes.





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