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6 ways sports marketing is changing, from athletes as media companies to the rise of unfiltered …

![advertising week sports panel](https://adage.com/resizer/v2/RCUO5A5N3VFYZGD3EZE3C44ASQ.jpg?smart=true&auth=2433a8e697fd6a7870753c757fc7491abb57443e17c77f44a11c56e6d3ad4ac9&width=4032&height=2268)

Talking sports in culture (from left): Andrew Steinthal, head of talent and culture partnerships for JP Morgan Chase; Jeff Sanchez, director of talent and influencer content for the NBA; Sofia Hernandez, global head of business marketing for TikTok; Speedy Morman, sports creator; and TJ Adeshola, operating partner, Arctos Partners. (Jon Springer)

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October 10, 2025 09:00 AM

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