Xavier Hunter
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Articles by Xavier Hunter
Protecting Friday Nights: How the Broncos and Riddell are assisting Colorado high schools
For generations, high school football has been woven into the fabric of American communities. Seeking to preserve that tradition while improving player safety, the Denver Broncos Foundation partnered with Riddell and the Colorado High School Activities Association to launch the statewide “All In. All Covered.” helmet initiative. The four-year program, which runs from 2025 to 2028, will provide 15,516 new Riddell Axiom helmets to all 277 Colorado high school football programs.
Forty Under 40: Jason Lavine, Los Angeles Chargers
Jason Lavine Senior Vice President, Brand Marketing and Creative Los Angeles Chargers Age: 39 Born: Manhattan Education: Northeastern University, B.A., communication studies; media studies Family: Engaged to the greatest fiancé in the world, Kaylie Burns Combining his knack for storytelling and strong passion for sports, Jason Lavine is now in a position to help fans develop a similar love — albeit with a modern twist.
Upshot League nears launch with eye on national growth
Upshot League brass addressed media members ahead of the launch of its inaugural season on May 15. The U.S. women’s basketball league is co-founded by Zawyer Sports & Entertainment CEO Andy Kaufmann, former WNBA President Donna Orender -- who also serves as commissioner -- and Deloitte veteran Mark Walsh. Former WNBAer Taj McWilliams-Franklin oversees basketball operations as vice president.
Celebration of Service: Soccer Without Borders builds youth, community connection through sports
Soccer in the United States is having a watershed moment in 2026, propelled by the growth of professional leagues, the global rise of the women’s game and the countdown to the 2026 FIFA World Cup. At the same time, conversations around immigration, identity and inclusion remain tense and deeply personal. Soccer Without Borders sits at the crossroads of those realities, using the game not only as an escape from them, but as a way through.
SBJ Live: Women’s basketball seeks continued momentum amid WNBA CBA negotiations
Women’s basketball enters 2026 with both unprecedented momentum and existential complexity. SBJ Women’s basketball enters 2026 with both unprecedented momentum and existential complexity. The WNBA–WNBPA negotiations remain front and center, with players stressing the importance of playing next season as talks continue. Meanwhile Unrivaled’s second season expands on TNT Sports and a global 5-on-5 initiative known as Project B has begun signing A-list talent on multimillion, equity‑inclusive deals.
Influence 125: Bill Simmons, ESPN/The Ringer
Influence 125 highlights the most influential sports business figures of the past quarter-century. See the list. Bill Simmons has transformed from the “Boston Sports Guy” into one of sports media’s most significant figures. From becoming an ESPN columnist to launching Grantland, and as a podcast pioneer and a creator of “30 for 30,” Simmons blended sports and pop culture.
New Balance unveils Coast Guard uniforms for historic Fenway Park game - Boston Business Journal
This year’s Secretaries’ Cup between the Coast Guard and the U.S. Merchant Marine Academy spans over five decades and features New Balance-designed uniforms at Fenway Park.
Fenway Park setting for Secretaries’ Cup brings New Balance and USCGA together for special edition uniforms
The colors on military uniforms represent many virtues and symbols on the battlefield, and New Balance is transferring them to the gridiron with the U.S. Coast Guard Academy at this year’s Secretaries’ Cup. Described as the “small college” version of the Army-Navy game, the annual bout between the Coast Guard and the U.S. Merchant Marine Academy spans over five decades, with a history just as rich as their compatriots.
Michigan Sport Consulting Group students gain insight by consulting on real-world challenges
Sports enterprises and global companies are tapping Gen Z college students at the University of Michigan to help solve real-world challenges in the sports industry. The Michigan Sport Consulting Group, launched in 2017, provides research and solutions in exchange for early hands-on professional experience. Sixty undergrad students across more than 15 majors are divided into teams tasked with consulting projects related to marketing, analytics or a combination of both.
Game Changers: Caryn Rosoff, Klutch Sports Group
Caryn Rosoff’s career illustrates the meaning of taking the alternative path to advance innovation. “I joke about this a lot, but at the end of the day, I don’t think there’s anybody that will work harder than me,” Rosoff said. “And I think it’s something that I really pride myself on.” The Los Angeles native’s tenacious work ethic serves her well as a leader in the valuation space and as senior vice president of sports and brand insights with Klutch Sports Group.
Greg Olsen expands youth sports presence with Youth Inc.’s evolution
Inside the Industry: Betting Big on New Leagues
LOVB Nebraska names Kirsten Bernthal Booth President of Business Operations
League One Volleyball has named former Creighton women’s volleyball coach Kirsten Bernthal Booth President of Business Operations for its Nebraska-based franchise. Booth, who coached at Creighton for 22 seasons, will oversee the team’s commercial, partnership, marketing and community outreach initiatives. She previously served as president of the American Volleyball Coaches Association on top of her coaching duties and served on the AVCA board.
Natural Selection Tour eyes growth with expanded verticals
Coined after Charles Darwin’s famous environmental theory, the Natural Selection Tour aims to take fans on a new adventure in the world of action sports. In what originally started with snowboarding events, NST this past season added surfing, skiing, and mountain biking to its offerings. Each the four sports hosted an event earlier this year in New Zealand (Bike), Micronesia (Surf), British Columbia (Snow), and Alaska (Ski) with total prize purses per sport at $100,000.
Trill Burgers, La Barbecue join together for MLS All-Star 'Game On Burger' collaboration
MLS has tapped Texas-based restaurants Trill Burgers and La Barbecue for the creation of the “Game On Burger” for MLS All-Star in Austin. The burger collaboration is part of MLS’s season-long “Game On” campaign, which included a Super Bowl LIX ad starring Grammy Award-winning rapper Doechii. The signature burger features a Trill Burgers pork belly patty with La Barbecue’s pulled pork, pickles, slaw, BBQ sauce, and Trill mustard cream.
Forty Under 40: Aminah Charles Lukanga, Apple/Beats
Aminah Charles Lukanga’s sports marketing expertise has been vital to Beats’ hefty presence in the sports scene, furthering the connection of music and athletics. Since her arrival in 2017, the head of North America sports marketing managed and led campaigns that featured titans such as LeBron James, Lionel Messi and Serena Williams.
Courtney Mays blends love of sports and fashion to become stylist to the stars
Few voices are shaping the intersection of sports and fashion as dynamically as stylist COURTNEY MAYS. With an all-star roster of clients that spans multiple sports such as CHRIS PAUL, BREANNA STEWART, KEVIN LOVE, MEGAN RAPINOE and SUE BIRD, Mays is at the forefront of a movement that celebrates individuality, inclusivity and cultural storytelling through style.
Designer Kristin Juszczyk went from YouTube to an NFL licensing deal
Kristin Juszczyk’s rise to success as a fashion designer seems like a fairy tale: A self-taught seamstress garners mass attention on social media from her DIY designs that are worn by A-listers across the country. That momentum has led to the launch of her own sports fashion brand — Off Season — with the help of fashion titan Emma Grede, who is the co-founder.
Tunnel Vision: Four athletes speak about fashion: their looks, their process and their opportunities
Athletes have never been shy about showcasing their personal fashion. Think Walt “Clyde” Frazier and Joe Namath wearing fur in the 1970s, Michael Jordan and Derek Jeter in tailored suits in the 1990s or the throwback jersey craze of the 2000s. These days, however, athletes are finding that their personal style can not only reveal a side of their personality that is muted while in uniform, but open up a world of possibilities for expression and collaboration off the field.
C. Keith Harrison is retiring as a full-time professor but has made a huge impact at the intersection of sports, culture and higher education
Over the last 30 years, few areas of American life have evolved as rapidly as sports and hip-hop. And few people have charted those changes as closely, or taught the ways in which those subjects have become entwined, as C. Keith Harrison. A longtime professor at schools across the country, Harrison is officially retiring in May from full-time teaching, though it’s hard to tell given his immediate plans.
Keys to connecting fans through sports and entertainment platforms
Expanding fan bases through sports and entertainment platforms was the focus during Wednesday’s final panel at the CAA World Congress of Sports in Nashville. MLB Deputy Commissioner, Business & Media Noah Garden, AEG CRO Todd Goldstein, Titans President & CEO Burke Nihill and NASCAR President Steve O’Donnell graced the stage to discuss the various elements to reach their respective audiences. Below are the highlights from the Building Sports & Entertainment Platforms panel.
Powerade continues push for younger fans with latest March Madness campaign
Powerade is furthering its efforts to immerse itself with Gen-Z and Gen Alpha with the launch of the “It Takes More To Get This Far” campaign ahead of the NCAA basketball tournaments. UConn F Alex Karaban, NC State G Saniya Rivers and Arizona G Caleb Love -- who were added to Powerade’s growing collegiate roster in December -- are featured in the campaign. The creative was made by WPP OpenX and led by Ogilvy.
League One Volleyball set to embark on inaugural season
The debut of League One Volleyball is set for Wednesday night on ESPN+, kicking off a 14-week inaugural campaignLOVB Women’s professional volleyball opens another chapter tonight with the debut of League One Volleyball (LOVB, pronounced as “LOVE”). Atlanta’s Gateway Center Arena will host to the league’s inaugural match between LOVB Atlanta and LOVB Salt Lake on ESPN+.
LOVB Reveals Broadcasting Partners for Inaugural Season
League One Volleyball has revealed its broadcasting partners prior to the launch of its inaugural pro season next month. All 60 league matches will be streamed or broadcasted domestically across ESPN platforms (ESPN2, ESPNU, ESPN+), DAZN, Women’s Sports Network and LOVB Live (via the league’s website). Length and financial terms of the deals were not disclosed. LOVB was advised on the media negotiations by David Sternberg and Dan Granik of Range.
Q&A: Angel City FC co-founder Kara Nortman talks NWSL, Iger/Bay impact
Leagues and Governing Bodies Saturday’s NWSL championship game between the Orlando Pride and Washington Spirit marks another pilar in women’s sports as Kansas City’s CPKC Stadium -- the first venue built specifically for a women’s pro team -- will host the marquee event. This has been a monumental year for women’s sports on various fronts, from investment to viewership to attendance to increased prize money.
League One Volleyball announces $100M in new funding
League One Volleyball has announced $100M in new funding led by Atwater Capital alongside existing investors Ares Management and Left Lane Capital. Details of the investment were not disclosed, but to date the league has raised $160M from investors. LOVB in September 2023 raised $35M in Series B funding that followed a $16.75M Series A funding round in September 2022.
League One Volleyball taps Revolve for fashion deal
Marketing and Sponsorship Revolve's deal with League One Volleyball puts its moniker on the back of jerseys.League One Volleyball League One Volleyball (LOVB) has a new agreement with Revolve that will make the brand the league's official online fashion retail partner, reports SBJ's Xavier Hunter. Revolve is a popular fashion hub among millennial and Gen-Z consumers.
CBS - ‘The NFL Today’
Plenty of athletes, coaches and teams have been subjects of documentaries over the years. Not many sports studio shows have been accorded the same honor. Even fewer can point to multiple such treatments. Yet CBS’s “The NFL Today” has done just that, a sure sign of the way it has penetrated the cultural conversation.
Orlando Magic add AssuredPartners to 'Champions of the Community' roster
For each Magic assist during the 2024-25 season -- through the “AssuredPartners Community Assist” campaign -- AP will donate $10 to Who We Play For. The Melbourne, Fla.- based nonprofit focuses on preventing sudden cardiac arrests in youths. Other AP Cares components include an annual joint employee service project and AP’s support of the Orlando Magic Youth Foundation.
Verizon, NFL to launch Behind the Lens development program
Verizon and the NFL at SBJ’s Game Changers conference in N.Y. today unveiled the Behind the Lens program -- dedicated to developing women pursuing behind-the-camera careers. Created by Verizon, Behind the Lens is centered around aspiring sports content correspondents: photographers, videographers, photo/video editors, social media production professionals and producers. The mentorship program is aimed to build representation in the content creation space.
Arctos’ Chad Hutchinson talks private equity investment in teams, potential for NFL
As the only private equity approved for team investment across each of the Big Five leagues in North America (NFL, NBA, MLB, NHL, MLS), Arcto Sports Partners has a unique perspective into the value of franchises and where they may be able to maximize value.
CrossFit Games set to descend on Fort Worth for 2024 edition
SBJ in Paris Keep up with the latest from the Summer Games with SBJ's Rachel Axon Nearly 200 CrossFit athletes from around the world converge on Fort Worth, Texas, this week to compete for the title of the “Fittest on Earth” at the 18th annual CrossFit Games. Thirty-nine men, 40 women and 30 teams of four members undertake a wide range of physical tests to embody the concept of being a “jack of all trades” in the realm of fitness. The Aug.
Closing Shot: Checking in with the Cavinder Twins
A three-year apparel and shoe deal with Under Armour, signed last month, is the latest for Haley and Hanna Cavinder. Since becoming the face of NIL three years ago, college basketball players Haley and Hanna Cavinder have built a platform that will set them up for the future after their playing days have wrapped up.
NBCUniversal taps content creators to share Paris Games experiences as 'Paris Creator Collective'
NBCUniversal has created a roster of its own for the Paris Games that features 27 content creators who will be on the ground sharing their experiences. In partnership with Meta, Overtime, Snapchat, TikTok and YouTube, the “Paris Creator Collective” will allow fans to view the Games through the lens of the creators.
WNBA garners record sales across Fanatics network
The WNBA boom continues heading into the All-Star break, as data provided by Fanatics shows that sales of league merchandise across the retailer's network of sites have increased by over 500% since the beginning of the regular season compared the same period last year. This marks the highest in league history for fan gear sales for the first half of the season. Data includes sales on Fanatics.com and the WNBA Store website.
Adidas, MLS launch Archive Collection with five clubs
MLS and Adidas are featuring five clubs -- Inter Miami, Sporting K.C., LAFC, the Galaxy and the Timbers -- in the launch of the Adidas x MLS Archive Collection. It includes third jerseys that will be worn by the clubs three to five times through the rest of the season. Each kit reflects a retro theme of the club’s respective market. Inter Miami plays on a “Miami Vice” aesthetic with orange and aqua, showing shades of the NFL's Dolphins.
Cavinder twins secure three-year endorsement deals with Under Armour.
Under Armour has signed endorsement deals with Univ. of Miami women’s basketball players Haley and Hanna Cavinder. The three-year partnership marks the first exclusive apparel and footwear deal for the twins, who boast 4.5 million followers on TikTok. Serving as brand ambassadors, Under Armour will also tap the Cavinders to test out products and provide input on design. Additionally, the sisters will appear in branded content.
Overtime and Visible team up on new 'Draft House' season
Overtime is partnering with Visible on the newest season of its “Draft House” series titled “Overtime's Draft House presented by Visible, the first-all digital wireless service in the US, powered by Verizon.” This season will follow NBA prospects Jared McCain, Kyle Filipowski and Devin Carter’s preparations leading to this week’s NBA Draft and the moments after. Grizzlies F Jaren Jackson Jr. has been tapped as host of the show.
Portland Pickles inks beverage partnership with cannabis company Cycling Frog
SBJ Morning Buzzcast: June 25, 2024 June 25, 2024 Whither the NHL in AZ? Big East close to key media deals; why U.S. Swimming set a new bar for live events; and Ed Policy continues his rise through the ranks. Fox Sports’ Alexi Lalas, Roku’s Joe Franzetta and the NBA moves forward June 19, 2024 On this week’s pod, SBJ’s Austin Karp and basketball writer Tom Friend put a bow on NBA Finals viewership and look ahead at what’s next for league’s media rights deals.
Don’t Quit’s Mark French wants to ‘drive traffic’ to retail partners
CEO Mark French said Don't Quit changed its logo to connect with the “peaks and valleys” of a journey. Don’t Quit CEO Mark French broke down the company’s emergence in the sports nutrition industry during SBJ’s Brand Innovation Summit in Chicago, highlighted by a new partnership with iHeart Media announced onstage Wednesday. French described how Don’t Quit is tapping into the theme of perseverance as the “backbone” of its marketing strategy to relate to consumers.
Saratoga Race Course ready for Triple Crown spotlight
Saratoga Race Course finds itself in the rare situation of hosting the Belmont Stakes this week, and the famed venue has prepped for the final leg of horse racing’s Triple Crown by boosting seating, hospitality and sponsor involvement. For the first time since 1967, the Belmont Stakes will be held somewhere other than Belmont Park because the Long Island track is undergoing a $455 million renovation. Both Belmont Park and Saratoga are owned by the New York Racing Association.
Pet nutrition brand Nulo taps Olympic athletes for latest campaign
The campaign highlights the relationship between athletes and their pets Pet nutrition brand Nulo is preparing to launch the newest content from its “Fuel Incredible” campaign featuring Olympic athletes including gymnast Simone Biles, swimmer Caeleb Dressel, sprinter Gabby Thomas, field thrower Ryan Crouser and more in the lead up to the Paris Games. The campaign highlights the relationship between athletes and their pets.
Cam Newton, J.R. Smith among latest athletes to have podcasts on Blue Wire network
Blue Wire has added a class of athlete-led podcasts featuring Cam Newton, J.R. Smith and Lou Williams to further bolster the network’s roster. It has signed commercial partnerships with Newton’s "Funky Friday" and "4th & 1" alongside Smith and Stephen Malbon’s "Par 3 Podcast," Williams and Spank Horton’s "The Underground Lounge," and Learfield’s "Varsity Podcast Network." Additionally, Pat Mayo’s "Mayo Media Network" and "The Kevin Sheehan Show" are others included in the network’s 250 podcasts.
Closing Shot: Well Worth The Weight
The feats of strength are anything but ordinary, as shown by Konstantine Janashia at last year’s World’s Strongest Man competition. Since ancient times, the display of one’s strength has provided entertainment for many, and the upcoming SBD World’s Strongest Man competition is the modern evolution of weightlifting’s showmanship. But don’t go to Myrtle Beach, S.C., for this year’s competition, set for May 1-5, expecting to see hulking men hoisting barbells laden with weights.
Qualcomm pushing its Snapdragon brand hard in sports marketing
Qualcomm has made a big push in recent years to market its Snapdragon suite of semiconductor products, and sports has been a primary avenue in that effort through deals with big properties like Manchester United, the home field of San Diego State football (Snapdragon Stadium), the Mercedes-AMG Petronas F1 team, Padres, Live Nation and a major mobile esports league (the ESL Snapdragon Pro Series.
Qualcomm pushing its Snapdragon brand hard in sports marketing
Qualcomm has made a big push in recent years to market its Snapdragon suite of semiconductor products, and sports has been a primary avenue in that effort through deals with big properties like Manchester United, the home field of San Diego State football (Snapdragon Stadium), the Mercedes-AMG Petronas F1 team, Padres, Live Nation and a major mobile esports league (the ESL Snapdragon Pro Series, reports SBJ's Xavier Hunter.
Miami Heat star Jimmy Butler featured in new campaign for Hulu + Live TV ahead of NBA Playoffs
Heat F Jimmy Butler last month became the latest NBA star to be tapped by Hulu to promote Hulu + Live TV. In the ad, the All-Star is joined by his butler, played by Joseph Marcell, famously known for his role as Geoffrey the butler from TV show “The Fresh Prince of Bel Air.” The duo jokes about “cutting the cord” and leaving behind old-fashioned activities. The 30-second campaign was created with Known and was produced in collaboration with Riverside Entertainment.
Emerging Leagues directory: A sampling of startup sports leagues
Headquarters: New York Key executives: Jeffrey Lewis, founder and CEO; Brian Michael Cooper, president and COO; Kate Carney, general counsel; Jennifer Germer, SVP of marketing and community relations; Travis Watkins, SVP of ticket sales and operations; Michelle Roque, VP of league and football operations; Stefanie Fiondella, VP of communications No. of teams: 4 Funding: $28 million What makes it unique: It’s been seven years since the American Flag Football League first put a product on the...
Overtime Elite builds on energy and success of key players
The City Reapers repeated as Overtime Elite champions, defeating RWE in Game 5 of the Finals on March 17 at OTE Arena in Atlanta. In last year’s NBA draft,twin brothers Ausar and Amen Thompson were chosen with the fourth and fifth picks, respectively, but they didn’t follow a previously established route to get there. They weren’t part of the NBA’s G League Ignite team, like No. 3 choice Scoot Henderson. They weren’t college stars like No. 2 pick Brandon Miller of Alabama.
Caitlin Clark, University of Iowa star, signs new partnership with Gainbridge ahead of WNBA Draft
Clark’s portfolio: Gainbridge, Gatorade, State Farm, Nike, Hy-Vee, H&R Block, Buick, Bose, Shoot-A-Way, Topps, Goldman Sachs, and The Vinyl Studio Iowa G Caitlin Clark has agreed to a multiyear partnership with insurtech company Gainbridge to serve as a brand ambassador. The Indiana-based company adds to Clark’s portfolio of brand deals which includes Gatorade, State Farm, Nike, Hy-Vee, H&R Block, Buick, Bose, Shoot-A-Way, Topps, Goldman Sachs and The Vinyl Studio.
Puma used NBA All-Star Weekend to showcase its latest collaborations with athletes as it mixes fun and fashion to connect with pop culture
Puma used NBA All-Star Weekend to showcase its latest collaborations with athletes as it mixes fun and fashion to connect with pop culture. NBA All-Star Weekend is the hub that celebrates the league’s stars and unites its spectrum of fans, but for Puma, the event provided an opportunity to further highlight the game’s intersection with pop culture in the footwear and apparel maker’s unique collaborations.
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