How This Under 30 Lister Uses Sports Sponsorships To Boost Brand Sales

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The sports world has seen a major shakeup this year: The 2024 Women’s March Madness tournament is rapidly surpassing old attendance records, Swifties and football fans sat down together for NFL games this winter and female athletes are creating signature shoes with top brands. For Stasia Foster, a brand consulting executive who specializes in sports and entertainment marketing at CAA, it’s her responsibility to keep up with these trends.

Foster, a 2024 Forbes 30 Under 30 Sports lister, has worked with brands like Bose, New Balance, Aflac, T-Mobile and JPMorgan Chase to leverage sports league sponsorships and partnerships with athletes and coaches, to improve their marketing strategies.

“In-person interaction is what really drives impressions these days,” she says. For example, client J.P. Morgan saw successful brand engagement after hosting in-person events at the U.S. Open, with many of their activities speaking to both athletes and underrepresented folks about financial literacy. These campaigns allowed them to stay true to their roots as a financial institution while also finding broader communities to work with, she says.

Talent partnerships are equally important, she says, citing a recent Aflac commercial she worked on with former Alabama coach Nick Saban.

“Utilizing the voice and audience of credible talent” is a way to attract their personal fans and followers to the brand, she says. “Hearing [Aflac’s] message through them, it pays off in a larger way than just the duck can.”

But for the growing companies that don't have the budget or connections to produce a prime-time commercial or bring on talent like Saban, small businesses can tap emerging talent to achieve the same goals, such as college athletes.

These university sports pros stand to benefit too, thanks to a 2021 NCAA “name, image and likeness” policy that allows collegiate athletes to get paid for sponsorship deals. Take, for instance, Louisiana State University gymnast, 2024 Under 30 Sports lister and Forbes Top Creator Olivia Dunne, whose long-term partnerships with brands like American Eagle, Motorola, Vuori and others boosted her earnings to an estimated $2.3 million last year.

But small businesses should be intentional when choosing who to partner with, Foster says.

“Consumers can see when [a partnership] doesn’t quite make sense or land,” she says. “Being authentic to who your brand is and where you want to go in the long run is so important.”

Until next week,

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Virtual Clinic Pelago Is Reimagining Rehab With $58 Million In New Funding

Despite an overall decline in venture funding for the telehealth industry, the Under 30-founded substance misuse treatment startup announced a Series C round on Thursday. With $151 in total funding, it’s aiming to take on generations-old rehab centers with just a mobile app.

Lister Lowdown

-On Wednesday, 2024 Under 30 Healthcare company Nourish, a digital startup that connects patients to registered dietitians who help curate nutrition plans, announced a $35 million Series A led by Index Ventures. The company says it will use the new funding to increase partnerships with insurance providers and expand its network to over 1,000 dietitians across the U.S.

-2023 Under 30 Europe lister Matilda Djerf launched a beauty line for her fashion brand Djerf Avenue on Wednesday. The line includes two hair care products inspired by Djerf’s TikTok-famous blowouts. The Sweden-based company is hosting a pop-up in New York City this week to promote the launch.

-2020 Under 30 Education company Packback, which previously raised $10 million in funding, announced an investment from growth equity firm PSG last week. The edtech startup would not disclose how much money was raised, but says it will be used for growing its AI offerings, which include a digital writing assistant for students and a grading assistant for teachers.

Mental Health Minute With Brittany Sinitch

Building a startup can be incredibly stressful. Somewhere between creating pitch decks, managing a team and trying to win over customers, founders might forget that they’re more than just a company. So how do you protect your peace and run a business?

Take a minute to hear from our Under 30 listers about their personal journeys with mental health and how they stay balanced. Up this week: Brittany Sinitch, a 2024 Under 30 Education lister who was among the survivors of the school shooting at Marjory Stoneman Douglas High School in Parkland, Florida in 2018. Sinitch is the founder of The Unbreakable Organization, which provides other victims of gun violence access to therapists and educational scholarships.

The following has been slightly edited for length and clarity.

At Unbreakable, you provide support to those who’ve been impacted by gun violence, just like yourself. Can this sometimes be taxing for your own mental health? How do you manage it?

I have had to do a lot of hard work over the years that has allowed me to open myself up to other survivors and make room for their stories. Some days are harder than others, especially the ones following a recent tragedy, and having to hear stories from survivors that sound all too familiar. It can be triggering, but I know that I can always take a break or step back.

Recognizing when I feel this way versus when I know my heart is open and able to be there for other survivors has helped me in my own healing. But I will say connecting with other survivors is really something that one cannot always put into words.

What’s one thing—perhaps an action—that’s encouraged in the Unbreakable community when it comes to mental health?

The word "unbreakable" by definition means impossible to break, but we really emphasize that there is power and beauty in our broken pieces. We want our community to know that it is possible to put our pieces back together again, and when we do so, things may not look the same or feel the same, but we are one step closer to healing. This idea has always stayed with me, and I know it resonates with many others when it comes to navigating our mental health.

And as a leader, how do you support your teams with their wellbeing?

Before starting any lesson, presentation or meeting, I find so much value in checking in with those around me. This could mean taking a collective deep breath, practicing box breathing or simply asking how everyone is feeling. There is immense power in the question "How are you?”

I'm also a firm believer in taking a step back when needed. Whether it's taking a brain break in class to step outside and feel the sun, or turning your camera off during a meeting when feeling overwhelmed. Saying no can be a way of saying yes to yourself and I always want those I work with to understand that they should prioritize saying yes to themselves.

Is there a go-to “feel good” activity you personally like to do when feeling low?

After experiencing the school shooting in 2018, I began keeping a journal where I listed things that brought me joy. This list grew over the years, noting everything from the feeling of the sun on my face to opening a bag of my favorite chocolate-covered pretzels. It's the little things, really. So, on days when I feel low, I like to start by meeting myself in the middle. I don't set high expectations for immediate healing. My motto is little by little, step by step. This might involve getting up from what I'm doing, stepping outside, taking long, deep breaths, preparing water with ice, lemon and cucumber. A yoga teacher once said to me, "Find what you love and what moves you, and do more of it," and I've always held onto that for a pick-me-up during a tough day.

Do you think the entrepreneurial community does a satisfactory job at talking about mental health? What cultural norms still need to change?

I do believe there has been progress, and people are discussing mental health more, but I'm not confident that it has been normalized in the entrepreneurial community. There seems to be a stigma when one seeks help or struggles, which can be perceived as a weakness, whereas I believe it should be honored so that we can take time for ourselves and come back stronger and healthier.

"Hustle culture" has been known to glorify overworking, burning out and sacrificing mental well-being for success. We should be shifting toward valuing work-life balance, prioritizing self-care and recognizing that sustainable success includes taking care of our mental health. I also strongly believe in access to mental health resources for everyone. Having access to mental health services, such as therapy, counseling and mental wellness programs, is crucial.