Here’s the uncomfortable truth as we head into 2026: Most brands still don’t know how to show up in sports culture.

Some are fluent in the moment, self-aware and understand how to tap into fandom without hijacking it. Others are still stuck in the mindset that BetMGM Chief Marketing Officer Casey Hurbis discussed on my podcast last month, that most brands are making self-serving content built for applause at the internal sales meeting, not to serve sports fans. You scroll right past it — or worse — the overload of calls to action (CTAs) pushes you away from the brand altogether.

What’s changing faster than most marketers realize is who actually drives cultural influence. For the first time, some of the most impactful athletes under 30 are overwhelmingly women. Caitlin Clark. A’ja Wilson. Paige Bueckers. Angel Reese. Their Q score, social ecosystem and cultural footprint eclipse most young men’s stars. Five years ago, the answer for a big brand was Tom Brady, Stephen Curry or whoever topped the MVP ladder in the pro leagues. Now, the ROI is flowing toward women’s sports. This shift is being powered by social media, personality and the ability to build community in real time.

That shift sits on top of another: Culture doesn’t come from one place anymore. There was a time when one summer blockbuster movie could dominate the entire zeitgeist. You had FOMO if you didn’t see it. Today,........

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