Pulse Check: The Future of Sports Marketing

BMFers, including Managing Partner, Ed Starr, share their thoughts on how sports and their impact on culture and brand marketing are evolving. ➔

BMF Connects With Jennifer Halloran

BMF founding partner Brian Feit sat down with Jennifer Halloran, CMO at MassMutual, to discuss her thoughts on sports marketing. ➔

Photo via @cota_official

The F1 Grand Prix returns to Austin October 18th–20th, offering an exhilarating experience for motorsport fans with the iconic Circuit of the Americas. This event features not only high-speed racing but also live music, elevated F&B, and immersive fan experiences that celebrate Austin’s vibrant culture. Don’t miss out on this unforgettable weekend of adrenaline and Texas hospitality! Get your tickets here. ➔

Photo via Japan Airlines

As part of a global, multi-year partnership, BMF client Japan Airlines is the new official airline partner of Liverpool Football Club. In addition to collaborating with the LFC Foundation on community initiatives across global markets, BMF collaborated with JAL to unveil an exclusive lounge at Anfield Stadium, offering a premium match day experience for Liverpool FC fans. The lounge features luxurious seating, a curated three-course menu, and displays of memorabilia celebrating the club's history. Guests can enjoy a bespoke hospitality experience pre- and post-match and during half time in a vibrant, welcoming atmosphere. Get your tickets here. ➔

Photo via GQ

Sportswear is breaking out of the stadium and onto the runway, gaining serious traction with the trendsetting crowd. Look no further than Troye Sivan's SWEAT Tour, where every performer rocked designer jerseys and snapbacks with flair. Brands like Marni and Courrèges are blending streetwear with athletic influences, taking sports-inspired looks from team merch to high fashion, proving that uniforms can be just as stylish off the field. Explore the latest designer menswear on Farfetch to discover this season's hottest sports-inspired pieces. ➔

Photo via Vogue

Tennis has never been more fashionable. Vogue and HEAD unveiled their highly anticipated tennis capsule collection, featuring the retro-inspired Boom MP L racket with cutting-edge Auxetic 2.0 technology and stylish collectors tennis balls. Accessories include a spacious Pro duffel bag that holds up to nine rackets and a chic Tour Backpack with a roll-top design. Priced from $50 to $290, this collection seamlessly blends fashion and sport, making it a must-have for every tennis enthusiast. Get ready to ace your style and shop the collection here. ➔

Photos via @reservepadel

Reserve Padel is the exclusive go-to destination for those in the know, riding the wave of the world’s trendiest sport. With prime locations in New York City and Miami, Reserve Padel offers an unmatched experience on outdoor courts, catering to everyone from ambitious beginners to seasoned pros. It’s more than just a game—it's a social scene, with curated tournaments, clinics, and events that foster a tight-knit, stylish community. If you're looking to sharpen your skills and vibe with fellow padel enthusiasts, Reserve Padel is where you want to be. Ready to play? Book your spot here. ➔

Photo via Gold Over America

The annual "Gold Over America Tour" kicked off on September 16th, featuring Olympians Simone Biles, Jordan Chiles, and Jade Carey, along with other talented gymnasts. Launched in 2021, the tour showcases high-energy routines that highlight the athletes' skills and camaraderie. Through meet-and-greets and Q&A sessions, Biles, Chiles, Carey, and their teammates inspire the next generation to dream big and pursue their passions. Grab your tickets here and get ready to flip your perspective on gymnastics. ➔

Photo via @AnnaMargo

Anna Margo is an LA-based singer, songwriter, and producer known for her haunting and hypnotic blend of pop and alt-R&B. With a classical music background and influences from Beethoven to Aaliyah, she refined her sound at Berklee College of Music. Her early singles, "Place" and "Bad Friend," highlight her ethereal vocals and introspective lyrics. Recently, she collaborated with Timbaland on the standout track "My Way." Her highly anticipated EP, “If You’re Still There”, featuring Ghost as the lead single, has arrived just in time for Halloween. This alt-pop track is infused with eerie melodies highlighting Anna Margo as one of this year's most exciting new artists. Check out the Ghost music video to discover your new anthem. ➔

Photo via Expedia

Dallas-Fort Worth, where cowboy boots and skyscrapers share the street, proves everything is bigger–and bolder–in Texas. Sports take center stage at the American Airlines Center and iconic AT&T Stadium. With endless accommodations, dining options, and sporting venues, the city and the surrounding area is a sports fanatic’s paradise. ➔

Travis Kelce, one half of America’s favorite sports-and-pop-culture power couple, has made his acting debut in Ryan Murphy’s highly anticipated horror series, ‘Grotesquerie.’ This role highlights his versatility and marks an exciting new chapter in his career. With ‘Grotesquerie’, Kelce proves he can captivate audiences in a new way—both on and off the field. Stream on Hulu here. ➔

Photo via Variety

Photo via @Anitta

The NFL made history with its first-ever game in South America, and Brazilian superstar Anitta headlined the halftime show. Broadcast LIVE across the NFL's global feed and Brazilian networks, Anitta’s electrifying performance included two tracks from her latest album, Funk Generation. Watch the halftime performance here. ➔

Kristin Juszczyk, wife of NFL player Kyle Juszczyk, has gained attention for her creative approach to game day attire. Using her sewing skills, she customizes jerseys and fan gear with unique cutouts, embellishments, and trendy designs that reflect her style while supporting her husband. Her innovative designs are also sported by other notable celebrities like Simone Biles and Taylor Swift, proving that cheering for your team can be both fashionable and fun. She has become a standout figure in the NFL community. Buy your customized game day fit here. ➔

Photo via @kristinjuszczyk

Photo via @NikaMuhl@JewellLoyd

Before the WNBA showdown between the Las Vegas Aces and Seattle Storm, Nika Muhl and Jewell Loyd turned the tunnel into a fashion runway, celebrating Smartwater's collaboration with the league. This initiative pairs athletes with stylists to create standout looks, with Smartwater as the finishing touch. Muhl wowed in a bold graffiti-print pantsuit, while Loyd sported a sleek utility vest and cargo pants, showcasing a dynamic blend of sports and style. Stay tuned for more standout looks from this unexpected collab here. ➔

Adidas has joined forces with LOVB Volleyball League to champion female athletes and enhance their experience on the court. This multi-year partnership focuses on providing cutting-edge gear from jerseys to footwear that combine performance and style, ensuring players feel confident and empowered. Together, they’re dedicated to building a strong community that inspires and supports women in volleyball, creating a lasting impact in the sport. Get tickets for LOVB league games here. ➔

Photo via @lovb

Photo via @tommycaldwell

Prepare to scale new heights with the thrilling hiking documentary The Devil's Climb. This captivating film takes viewers deep into the world of elite climbing, featuring legendary climbers Alex Honnold and Tommy Caldwell. Follow their daring speed record attempt on the Five Spires of Devils Thumb, as breathtaking cinematography meets intimate storytelling. The Devil's Climb premieres on October 17th on National Geographic, with streaming available on Hulu and Disney+ the following day. Watch the official trailer here. ➔