Attending SXSW always leaves me inspired—but this year, the inspiration extended beyond the city limits of Austin. I had the chance to attend two standout events that offered a deeper look into the evolution of athlete branding, digital strategy, and the ever-expanding influence of social media: the SPORTICO event at SXSW and the Brand Innovators Culture & Entertainment Summit at the NCAA Final Four.

SPORTICO at SXSW: Women’s Sports, Sponsorships, and Digital Growth

The SPORTICO sessions kicked off at 1 PM with a powerful panel featuring [insert names here], and continued throughout the afternoon with candid conversations around digital innovation in sports.

Here were my biggest takeaways:

• Social Media & Women’s Sports
  Athletes like Asjia and others emphasized that the biggest opportunity in growing women’s sports lies in collaborative, behind-the-scenes content. It’s not just about game day moments—it’s about showing the full picture. Think: locker room laughs, pre-game rituals, and the camaraderie that fans don’t usually get to see.
  A great example mentioned was WNBA star A’ja Wilson documenting her full game-day prep—something we’ve mirrored in our content approach with Sergio Garcia. These moments are easy to capture, engaging to watch, and incredibly shareable.
• Athlete Sponsorship Challenges
  One of the less-talked-about challenges? Many athletes—especially those outside of major teams—are responsible for covering their own travel and expenses. That means digital growth isn’t optional, it’s essential. It’s how they catch the eyes of sponsors, agents, and brand partners.
• The Opportunity Ahead
  There’s massive white space here. I walked away with the idea of creating a video series that breaks down how athletes—especially college players—can use storytelling and behind-the-scenes content to drive their brand. It’s something we’ve done at HIA DIGITAL, and it’s more relevant now than ever.

NCAA Final Four: Culture, NIL, and the Future of College Branding

At the Brand Innovators Culture & Entertainment Summit, the conversation shifted to college athletics—but the message was clear: branding matters more than ever.

This panel, part of the NCAA Final Four, brought together coaches, marketers, and school leaders who are redefining what it means to manage an athletics brand—from the department level to individual players.

Here’s what stood out:

• Coaches as Brand Managers
  Coaches are no longer just focused on wins—they’re invested in how their athletes show up online. It’s about retaining talent and building a program’s identity. Some schools are going all-in on digital content to help players grow their NIL value, knowing it helps with recruitment and longevity.
• Every Level Matters
  It’s not just about the athletes. The school’s brand, the team’s story, and the way all of it shows up on social media matters. It’s a layered ecosystem that we at HIA DIGITAL understand intimately. When all of these levels work together—from the department to the individual—it creates a powerful narrative that drives fan engagement, school pride, and partnerships.

Final Thoughts

Both events reminded me just how powerful social media storytelling can be. Whether it’s a pro athlete sharing their off-the-course mindset or a college sophomore navigating NIL deals, one thing’s clear: authentic, well-crafted digital content is the future of sports branding.

As we continue to work with athletes and teams at HIA DIGITAL, I’m more energized than ever to help build these narratives—because the right story, told the right way, can change everything.