FAST COMPANY yesterday unveiled its \u201c2025 Brands That Matter\u201d list, and several organizations with sports business ties were featured.<\/p>\n
CUTTING EDGE<\/b>: Julia Selinger wrote reach is \u201chugely important\u201d in the NBA, which is \u201clooking to drive massive growth through user-generated content\u201d more than any other major American sports league. And it is \u201cgiving power posters an assist to do it.\u201d The league \u201cuses\u202fAI-driven tools like Videocites, a social media analytics firm, to help scour the web for up-and-coming creators who are passionate about the NBA.\u201d It then \u201cequips those creators with access to over 25,000 hours of game footage.\u201d So far, the NBA has \u201camassed a small army of more than 250\u202fcontent creators.\u201d AI tools have \u201calso been critical to driving adoption of the NBA app.\u201d The AI-powered NBA Insights feature \u201csummarizes and contextualizes NBA news to create a more comprehensive fan experience.\u201d The NBA app \u201chas become a social hub, with creators like Tristan Jass and Briana Green acting as familiar stewards with analysis, player interviews\u201d and \u201cbehind-the-scenes videos.\u201d For the NBA, \u201cthese creators are increasingly an extension of the brand itself\u201d (FAST COMPANY, 12\/2<\/a>).<\/p>\n HERE TO STAY<\/b>: Hunter Schwarz wrote Togethxr is \u201cdemonstrating that women\u2019s sports are, in fact, extremely popular with audiences, while telling deeper stories about female athletes.\u201d Togethxr co-founder & Chief Brand Officer Jessica Robertson said that it is \u201cnot that women\u2019s sports has been behind, \u2018but that culture is finally catching up.\u2019\u201d Schwarz noted in March 2025, Togethxr partnered with Nike\u202fon a line of shirts, hats, and hoodies<\/a> all bearing the motto \u201cEveryone Watches Women\u2019s Sports.\u201d In July, former soccer player and Togethxr co-founder Alex Morgan\u2019s Trybe Ventures led a fundraising round<\/a> for the company, which has \u201cdoubled its valuation since it last raised money in April 2021 and is now profitable\u201d (FAST COMPANY, 12\/2<\/a>).<\/p>\n FOR THE YOUTH<\/b>: Beer & Salazar wrote Overtime is \u201cpartially a sport brand, but it\u2019s also a company that knows how to engage with younger consumers around sports — that\u2019s how it\u2019s gotten noticed by major brands and other sports leagues.\u201d With four of its own sports leagues (men\u2019s basketball, women\u2019s basketball, 7-on-7 football and boxing) and a \u201cTikTok\u202ffollowing of more than 60 million across its accounts,\u201d Overtime \u201chas provided brands, athletes, and leagues a major platform for reaching generations Z and Alpha.\u201d In 2024, the brand \u201clogged more than 115 million social media followers across platforms and over 3 billion engagements coming from 30 billion-plus views of its content.\u201d That was \u201cenough to get\u201d the NWSL \u201con board for Overtime\u2019s first partnership with a women\u2019s league\u201d ahead of the 2025 season. In 2025, major brands \u201chave continued to take notice of Overtime\u2019s reach, with Therabody\u2019s fall 2025 national ad-buy including Overtime alongside networks like NBC Sports, Peacock, and ESPN\u201d (FAST COMPANY, 12\/2<\/a>).<\/p>\n","protected":false},"excerpt":{"rendered":"FAST COMPANY yesterday unveiled its \u201c2025 Brands That Matter\u201d list, and several organizations with sports business ties were…\n","protected":false},"author":3,"featured_media":422254,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[392,1260,62,67,132,68],"class_list":{"0":"post-422253","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nba","8":"tag-culture","9":"tag-nba","10":"tag-sports","11":"tag-united-states","12":"tag-unitedstates","13":"tag-us"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/115656826878064807","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/422253","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=422253"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/422253\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/422254"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=422253"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=422253"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=422253"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}