Oct 19, 2025
The Power of Sports
In honor of the season when hockey, football, and baseball collide, I’m reminded of the power of sport — not just to entertain, but to shape culture, business, and the way we build brands.
Insights
From the Couch to the Boardroom
In practice, that’s what branding is all about: knowing your game, playing with purpose, and staying in it long enough to win.
In honor of my favorite time of year, when all my favourite sports collide, I’m reminded of the unshakable force that sport brings to both culture and business. The crispness in the air signals not just a new season, but the convergence of competition, storytelling, and marketing at its finest. Hockey, football, and baseball share the stage, and for anyone who loves both brand and sport, it’s the ultimate moment to watch how influence unfolds in real time.
FROM COUCH TO BOARDROOM
In my house, Sunday Night Football and Hockey Night in Canada weren’t just background noise; they were rituals. We didn’t just watch, we committed. It’s where I first saw loyalty in action and learned the optimism of fans, the leadership of captains, and the endurance of belief.
I grew up watching the New Orleans Saints with my dad, a loyal fan through decades that tested the limits of loyalty. If you’ve ever loved the Saints, you know it’s a character-building experience. (Some might say the team’s unofficial motto should be “Hope is a strategy.”)
And when we weren’t watching the Saints, it was the Toronto Maple Leafs, a different kind of heartbreak altogether. Between missed kicks and missed cups, I learned early that faith in sport is an exercise in optimism.
But those nights on the couch taught me more about leadership, resilience, and storytelling than I realized at the time. Sports have a rhythm: the highs and lows, the comeback arcs, the belief that something incredible might happen in the final seconds. It’s the same energy that drives great business and great marketing, the willingness to keep playing, to stay in the game, even when the odds aren’t in your favor.
A GLOBAL STAGE LIKE NO OTHER
Once defined by national borders and local broadcasts, sports have become one of the most powerful global industries in existence. In fact, one forecast projects the global sports market to reach USD 623.6 billion by 2027*.
What was once a spectator pastime has become a global ecosystem where athletes are brands, brands are storytellers, and fans are communities. A teenager in Seoul wearing a Dodgers cap. A startup in Copenhagen sponsoring an esports team. A wellness brand using data from wearable tech to connect with millions. Sports are now where culture, commerce, and connection meet.
The playbook itself has gone global. The NFL now stages games in London, Germany, and Brazil, building international fandom and cross-market revenue in ways once reserved for the World Cup or Olympics. It’s a bold reminder that sports marketing isn’t just about competition — it’s about expansion, experience, and the ability to unite audiences under one shared moment.
WHERE FASHION, FANDOM, AND MARKETING COLLIDE
And speaking of shared moments, no one has blurred the lines between sports and fashion quite like the modern NFL, with a little help from the marketing genius that is Taylor Swift. A few sideline appearances turned into a global case study in cultural alchemy: football meets fashion, fandom meets fame, and suddenly stadium suites are front-row seats to the world’s biggest crossover event.
Brands are paying attention. From heritage labels reissuing vintage team jackets to beauty brands tapping into game-day rituals, the playbook is expanding. Sports marketing today isn’t confined to athletes. It’s about belonging, aspiration, and identity.
WHY IT STILL MATTERS
The lessons of sport translate seamlessly into business and leadership.
Discipline. Teamwork. Resilience. The long game.
It’s no surprise that some of the world’s most successful leaders are students of sport, not just as fans but as strategists who understand the psychology of performance.
In marketing, as in sport, the win rarely comes from a single play. It’s the accumulation of practice, preparation, and precision. It’s about knowing when to take the shot and when to pass.
So as the seasons overlap and the stadium lights glow a little brighter, I’m reminded why I love this time of year so much. Because sport, at its core, is the most human business there is. It’s about belief, belonging, and the stories that bring us together — on the field, in the boardroom, and everywhere in between.
EP² Playbook Coming Soon
The Practice Hub
Your members-only space for brand growth. Inside, you’ll get exclusive tools, templates, and the EP² AI Playbook, my modern evolution of the classic 4Ps of marketing. It’s your go-to resource for refining strategy, scaling with intention, and creating real connection with your audience.
EP² Playbook Coming Soon
The Practice Hub
Your members-only space for brand growth. Inside, you’ll get exclusive tools, templates, and the EP² AI Playbook, my modern evolution of the classic 4Ps of marketing. It’s your go-to resource for refining strategy, scaling with intention, and creating real connection with your audience.
Oct 19, 2025
The Power of Sports
In honor of the season when hockey, football, and baseball collide, I’m reminded of the power of sport — not just to entertain, but to shape culture, business, and the way we build brands.
Insights
From the Couch to the Boardroom
In practice, that’s what branding is all about: knowing your game, playing with purpose, and staying in it long enough to win.
In honor of my favorite time of year, when all my favourite sports collide, I’m reminded of the unshakable force that sport brings to both culture and business. The crispness in the air signals not just a new season, but the convergence of competition, storytelling, and marketing at its finest. Hockey, football, and baseball share the stage, and for anyone who loves both brand and sport, it’s the ultimate moment to watch how influence unfolds in real time.
FROM COUCH TO BOARDROOM
In my house, Sunday Night Football and Hockey Night in Canada weren’t just background noise; they were rituals. We didn’t just watch, we committed. It’s where I first saw loyalty in action and learned the optimism of fans, the leadership of captains, and the endurance of belief.
I grew up watching the New Orleans Saints with my dad, a loyal fan through decades that tested the limits of loyalty. If you’ve ever loved the Saints, you know it’s a character-building experience. (Some might say the team’s unofficial motto should be “Hope is a strategy.”)
And when we weren’t watching the Saints, it was the Toronto Maple Leafs, a different kind of heartbreak altogether. Between missed kicks and missed cups, I learned early that faith in sport is an exercise in optimism.
But those nights on the couch taught me more about leadership, resilience, and storytelling than I realized at the time. Sports have a rhythm: the highs and lows, the comeback arcs, the belief that something incredible might happen in the final seconds. It’s the same energy that drives great business and great marketing, the willingness to keep playing, to stay in the game, even when the odds aren’t in your favor.
A GLOBAL STAGE LIKE NO OTHER
Once defined by national borders and local broadcasts, sports have become one of the most powerful global industries in existence. In fact, one forecast projects the global sports market to reach USD 623.6 billion by 2027*.
What was once a spectator pastime has become a global ecosystem where athletes are brands, brands are storytellers, and fans are communities. A teenager in Seoul wearing a Dodgers cap. A startup in Copenhagen sponsoring an esports team. A wellness brand using data from wearable tech to connect with millions. Sports are now where culture, commerce, and connection meet.
The playbook itself has gone global. The NFL now stages games in London, Germany, and Brazil, building international fandom and cross-market revenue in ways once reserved for the World Cup or Olympics. It’s a bold reminder that sports marketing isn’t just about competition — it’s about expansion, experience, and the ability to unite audiences under one shared moment.
WHERE FASHION, FANDOM, AND MARKETING COLLIDE
And speaking of shared moments, no one has blurred the lines between sports and fashion quite like the modern NFL, with a little help from the marketing genius that is Taylor Swift. A few sideline appearances turned into a global case study in cultural alchemy: football meets fashion, fandom meets fame, and suddenly stadium suites are front-row seats to the world’s biggest crossover event.
Brands are paying attention. From heritage labels reissuing vintage team jackets to beauty brands tapping into game-day rituals, the playbook is expanding. Sports marketing today isn’t confined to athletes. It’s about belonging, aspiration, and identity.
WHY IT STILL MATTERS
The lessons of sport translate seamlessly into business and leadership.
Discipline. Teamwork. Resilience. The long game.
It’s no surprise that some of the world’s most successful leaders are students of sport, not just as fans but as strategists who understand the psychology of performance.
In marketing, as in sport, the win rarely comes from a single play. It’s the accumulation of practice, preparation, and precision. It’s about knowing when to take the shot and when to pass.
So as the seasons overlap and the stadium lights glow a little brighter, I’m reminded why I love this time of year so much. Because sport, at its core, is the most human business there is. It’s about belief, belonging, and the stories that bring us together — on the field, in the boardroom, and everywhere in between.
EP² Playbook Coming Soon
The Practice Hub
Your members-only space for brand growth. Inside, you’ll get exclusive tools, templates, and the EP² AI Playbook, my modern evolution of the classic 4Ps of marketing. It’s your go-to resource for refining strategy, scaling with intention, and creating real connection with your audience.
Oct 19, 2025
The Power of Sports
In honor of the season when hockey, football, and baseball collide, I’m reminded of the power of sport — not just to entertain, but to shape culture, business, and the way we build brands.
Insights
From the Couch to the Boardroom
In practice, that’s what branding is all about: knowing your game, playing with purpose, and staying in it long enough to win.
In honor of my favorite time of year, when all my favourite sports collide, I’m reminded of the unshakable force that sport brings to both culture and business. The crispness in the air signals not just a new season, but the convergence of competition, storytelling, and marketing at its finest. Hockey, football, and baseball share the stage, and for anyone who loves both brand and sport, it’s the ultimate moment to watch how influence unfolds in real time.
FROM COUCH TO BOARDROOM
In my house, Sunday Night Football and Hockey Night in Canada weren’t just background noise; they were rituals. We didn’t just watch, we committed. It’s where I first saw loyalty in action and learned the optimism of fans, the leadership of captains, and the endurance of belief.
I grew up watching the New Orleans Saints with my dad, a loyal fan through decades that tested the limits of loyalty. If you’ve ever loved the Saints, you know it’s a character-building experience. (Some might say the team’s unofficial motto should be “Hope is a strategy.”)
And when we weren’t watching the Saints, it was the Toronto Maple Leafs, a different kind of heartbreak altogether. Between missed kicks and missed cups, I learned early that faith in sport is an exercise in optimism.
But those nights on the couch taught me more about leadership, resilience, and storytelling than I realized at the time. Sports have a rhythm: the highs and lows, the comeback arcs, the belief that something incredible might happen in the final seconds. It’s the same energy that drives great business and great marketing, the willingness to keep playing, to stay in the game, even when the odds aren’t in your favor.
A GLOBAL STAGE LIKE NO OTHER
Once defined by national borders and local broadcasts, sports have become one of the most powerful global industries in existence. In fact, one forecast projects the global sports market to reach USD 623.6 billion by 2027*.
What was once a spectator pastime has become a global ecosystem where athletes are brands, brands are storytellers, and fans are communities. A teenager in Seoul wearing a Dodgers cap. A startup in Copenhagen sponsoring an esports team. A wellness brand using data from wearable tech to connect with millions. Sports are now where culture, commerce, and connection meet.
The playbook itself has gone global. The NFL now stages games in London, Germany, and Brazil, building international fandom and cross-market revenue in ways once reserved for the World Cup or Olympics. It’s a bold reminder that sports marketing isn’t just about competition — it’s about expansion, experience, and the ability to unite audiences under one shared moment.
WHERE FASHION, FANDOM, AND MARKETING COLLIDE
And speaking of shared moments, no one has blurred the lines between sports and fashion quite like the modern NFL, with a little help from the marketing genius that is Taylor Swift. A few sideline appearances turned into a global case study in cultural alchemy: football meets fashion, fandom meets fame, and suddenly stadium suites are front-row seats to the world’s biggest crossover event.
Brands are paying attention. From heritage labels reissuing vintage team jackets to beauty brands tapping into game-day rituals, the playbook is expanding. Sports marketing today isn’t confined to athletes. It’s about belonging, aspiration, and identity.
WHY IT STILL MATTERS
The lessons of sport translate seamlessly into business and leadership.
Discipline. Teamwork. Resilience. The long game.
It’s no surprise that some of the world’s most successful leaders are students of sport, not just as fans but as strategists who understand the psychology of performance.
In marketing, as in sport, the win rarely comes from a single play. It’s the accumulation of practice, preparation, and precision. It’s about knowing when to take the shot and when to pass.
So as the seasons overlap and the stadium lights glow a little brighter, I’m reminded why I love this time of year so much. Because sport, at its core, is the most human business there is. It’s about belief, belonging, and the stories that bring us together — on the field, in the boardroom, and everywhere in between.
EP² Playbook Coming Soon
The Practice Hub
Your members-only space for brand growth. Inside, you’ll get exclusive tools, templates, and the EP² AI Playbook, my modern evolution of the classic 4Ps of marketing. It’s your go-to resource for refining strategy, scaling with intention, and creating real connection with your audience.