Golf Featured

How JJ Spaun and PUMA Turned Patience Into a Major Moment

This year’s U.S. Open delivered one of the most unexpected major wins in recent memory. I took a look at how JJ Spaun’s journey, and his early partnership with PUMA Golf, came together to create one of the most powerful stories in the sport.

Golf

Birdies, Brands, and Big Impact: Highlights from the RBC Canadian Open

The RBC Canadian Open blended world-class golf with purpose-driven activations, showcasing how sport can drive real community impact.

soccer

How USL Soccer is Changing the American Soccer Landscape

While the MLS dominates headlines, the USL is quietly reshaping U.S. soccer with community roots, promotion/relegation, and a bold vision for the future.

football Featured

Inside Japan’s X-League: The World’s Best Football League You’ve Never Heard Of

This edition takes you inside Japan’s X-League, a powerful but overlooked pro American Football league blending fierce competition, corporate culture, and community passion. If you think football’s global growth is all about the NFL, think again.

motorsport

Inside the 2025 Victoria Day SpeedFest at Canadian Tire Motorsport Park

In this edition, I recap my experience at Victoria Day SpeedFest at Canadian Tire Motorsport Park and highlight some standout purpose-driven initiatives from the weekend. Hope you enjoy the read!

basketball Featured

How the NBA Is Using Tech and Purpose to Drive Change

The NBA is using tech, partnerships, and purpose-driven programs to create real change off the court, from health to sustainability.

soccer

Liverpool FC: Dominating On the Pitch, Leading Off It

Liverpool FC is proving it’s more than a club—driving impact on and off the pitch through purpose, partnerships, and The Red Way.

football

Beyond Football: The Lasting Impact of the 2025 NFL Draft in Green Bay

This past weekend, the NFL’s second-biggest event, the NFL Draft, touched down in Green Bay, Wisconsin, transforming the city into a football hub. From exciting trades to quarterback drama, the draft provided thrilling moments for fans both in-person and watching online. While the event marks a pivotal step in

hockey

Playoff Passion: How the Lightning, Jets, and Stars Are Engaging Their Communities

Explore how the Lightning, Jets, and Stars are turning playoff passion into purpose with fan-first initiatives that unite communities on and off the ice.

weeklyroundup

New in Sport: 2028 Olympic Mixed Golf, NSL Launch, WNBA x Voice in Sport

Olympic golf goes mixed, Canada’s NSL kicks off, and the WNBA expands mentorship. purpose-driven partnerships shaping sports this spring.

Golf Featured

Beyond the Green Jacket: How The Masters is Building a Legacy of Impact

The Masters is blending tradition with purpose, using legacy, access, and community impact to redefine what a major tournament can be.

baseball Featured

MLB Levels Up: How Esports and Gaming Are Expanding Baseball’s Accessibility

We explore Major League Baseball (MLB) opening weekend and how the league is using gaming and esports to make baseball more accessible for all fans.

basketball

Beyond the Buzzer: Purpose-Driven Partnerships Making a Lasting Impact During March Madness

March Madness fuels impactful partnerships, with Adidas empowering athletes, Aflac and TOGETHXR boosting women’s basketball, and Dove supporting Legacy Projects.

hockey

Toronto Maple Leafs Women's Game Night: A Celebration of Women in Hockey

The evening was dedicated to celebrating women in hockey, featuring panels, giveaways, and appearances from female hockey players. In this article, we’ll highlight the key promotion pieces from the night and suggest ways to enhance the experience for next year.

weeklyroundup

Niche Sports Leading the Way in Purpose-Driven Initiatives

In this edition, we explore how smaller federations and events are demonstrating that purpose-driven strategies can be transformative—benefiting both the environment and the community.

Olympics

The Snow League: A New Era for Winter Sports

The Snow League, is transforming winter sports with a professional circuit centered on snowboarding and freeskiing halfpipe events. We explore the league’s exciting potential to tell unique stories and highlight its commitment to gender equity.

weeklyroundup Featured

How MLS, Apple TV+, AFC Toronto, and EA SPORTS Are Shaping the Future of Soccer

In this edition, We explore the partnership between MLS and Apple TV. We also cover the release of the Northern Super League’s schedule and the highly anticipated AFC Toronto season opener. Plus, we’ll discuss EA FC Futures' collaboration with Bundesliga Common Ground.

weeklyroundup

Gotham FC x Dove, Invictus Games 2025, and NHL’s 4 Nations Face-Off Driving Impact

In this edition, we’re diving into Gotham FC’s record-breaking back-of-jersey sponsorship with Dove, the impact of the 2025 Invictus Games, and how the NHL’s 4 Nations Face-Off is giving back to local minor hockey associations.

Research Projects Featured

Beyond the Game: How Super Bowl LIX Elevated Community, Sustainability, and Inclusion

Super Bowl LIX showcased impact beyond the game, highlighting sustainability, inclusion, and athlete storytelling.

Live Sport Events

Raptors Fan Day: A Slam Dunk for Fans of All Ages

This past Saturday, I attended the inaugural Raptors Fan Day at Scotiabank Arena. As always, I looked for unique partnership activations and purpose-driven collaborations at the game.

Live Sport Events

Celebrating Women's Sports at the PWHL Battle on Bay Street

This past Saturday, I attended the 2nd Battle on Bay Street at Scotiabank Arena, where the Toronto Sceptres hosted the New York Sirens in front of a sold-out crowd of 19,102. The game was fast-paced and exciting, with six goals scored between the teams and the hometown Sceptres coming

Research Projects

Breaking New Ground: The NFL’s Irish Expansion and Global Vision

With the NFL Playoffs in full swing and the Super Bowl quickly approaching The NFL is already planning their global plans for 2025. The NFL has slated eight international regular season games for the upcoming season and one is expected to take place in Ireland for the very first time.

Research Projects

TGL Golf: Redefining the Game Through Innovation and Accessibility

Last Tuesday, the golf world witnessed a groundbreaking event with the launch of the TMRW Golf League (TGL), a revolutionary hybrid golf league that combines the physical and virtual aspects of the sport. Held in a state-of-the-art venue in Palm Beach Gardens, the league debuted with top PGA talent competing

weeklyroundup

Sephora, the NWSL, and LA Marathon: Kicking Off 2025 with Purposeful Sports Partnerships

It's a New Year but the same PPR. Welcome to the first 2025 edition of the Purposeful Partnerships Report, your go-to source for the latest insights on purpose-driven collaborations in the sports industry. This issue dives into SEPHORA’s exciting partnership with the groundbreaking Unrivaled Basketball 3x3 league,

weeklyroundup

Netflix, Subway, and FIBA Lead the Charge for Women’s Sports and Equality

Welcome to the Christmas edition of the Purposeful Partnerships Report, your source for insights into purpose-driven partnerships in the sports industry. As we wrap up the year, we’re shining a spotlight on women’s sports. In this edition, we explore Netflix’s groundbreaking exclusive streaming rights for the 2027