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In today's day and age sports teams, brands, and athletes don't shy away from expressing themselves through storytelling... it's powerful and it works. In fact, one of the biggest sports companies in the world base their marketing strategy on it. You're no longer selling a product, you're selling a story.

A few years ago, Nike gave NFL quarterback Colin Kaepernick the platform to tell his story when so many others tried to keep him quiet. Colin and Nike posted a photo of Colin with the headline "Believe in something. Even if it means sacrificing everything. #justdoit". With this ad, Nike saw a 1,400% surge on social media and a massive increase in sales.

Content companies such as UNINTERRUPTED and The Players' Tribune are recognizing the change and allowing athletes to create the narrative of their story. Athletes are leading this shift in how we hear their story, allowing for greater, unfiltered connection to the athletes themselves.

Last year, the St.Louis Blues had the world of hockey on their backs because of what they did for one little girl whose battling a rare autoimmune disease. Players and the team got to know Laila Anderson through hospital visits and a special bond was created with the superfan. Countless videos went viral as the team surprised her with playoff tickets (2.7m views), and making her a special part of the team. When the Blues won the Stanley Cup, they brought Laila on the ice to hoist the trophy.

The future of sports media is here. With information and all forms of content being so easily accessible, the most important aspect of storytelling and captivating audiences will remain - the why.


Harnarayan Singh joins Toronto Life to discuss inclusivity in hockey - where there is significant room for growth across Canada.

This week on 31 Thoughts podcast, Jeff Marek and Elliotte Friedman discuss the latest trends and players on the market. Listen here and subscribe!

COMDA is welcoming the season of giving this holiday as the producer of custom designed promotional products has found two organizations to raise money on their behalf. Making the holidays better for everyone, one gift at a time.

Learn more about Kia Nurse in this highlight video and learn what drives her, the attributes to her personality, and what the future holds for the WNBA All Star.


Weir is returning as the International Team's assistant captain where he will serve alongside Ernie Els in Melbourne, Australia from December 12-15. The international team consists of 12 professional golfers and will go against the USA in hopes to claim the President's Cup. “The Presidents Cup has been a big part of my career. I grew up playing a lot of team sports and when I made my first Presidents Cup team in 2000 it was really one of the highlights,” Weir said. “So it’s been special to still be part of the team as an assistant to Nick and now Ernie. We have a long history. We’re basically the same age, we’ve played a lot of golf together so it’s going to be really fun to try to get the Internationals over the line this time.” Weir adds an immense amount of experience to the international team, competing in 5 President's Cups and holding a record of 13-9-2 which will hold well as he guides this team through competition.

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