Few things unite the world in real time like sport. The Super Bowl, Olympic and Paralympic Games, and FIFA World Cup don’t just crown champions: they define reputations. For brands, these global moments are high-stakes arenas where trust, attention, and billions in sponsorship dollars are on the line.
The brands that truly win know that communications is the multiplier. They connect event moments to human stories — for employees, customers, partners, and communities — while protecting reputation under the brightest spotlight.
So what does putting communications at the center really mean? It starts with leadership alignment across the C-suite to operate in lockstep, from strategy and storytelling to scenario planning and real-time response. The most effective teams turn visibility into value and pressure into performance investors can measure.
In the latest USC Annenberg Sports Relevance Report, FleishmanHillard President and CEO J.J. Carter and Chief Client Officer Emily Frager explore how the new sports communications playbook must include:
- A gameplay to help brands operate at “event speed” on the ground.
- The blueprint for integrated, measurable, reputation-safe activations.
- How to prepare for the upcoming calendar of record-breaking global tournaments
Click the image below to read the full USC Sports Report to see how brands are turning attention into trust, and participation into performance or visit USC Annenberg’s site here.
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