CHICAGO (May 8, 2025) – Interpublic Group (NYSE:IPG) agency Golin, announced today the official launch of its sports specialty function, delivering integrated public relations, experiential marketing and digital strategy to connect teams, athletes and brands to fans.
This strategic offering leverages earned-led, fan-first programming that strengthens brands and elevates engagement during high-profile events, sponsorships and partnerships during a critical time when sports sponsorship investment is expected to reach $160 billion by 2030. Led by Golin’s dedicated sports, social/influencer, media relations and brand communications specialists, the sports specialty function includes more than 50 integrated professionals that span key markets including the global headquarters in Chicago as well as New York, Dallas, Hong Kong, London, Los Angeles, Miami, Singapore and Toronto.
Golin’s sports specialty function already supports an impressive roster of clients including, ASICS, Discover, Hard Rock International, Lexus Racing, McDonald’s, Mountain Dew, the LEGO Group, PepsiCo Beverages US, Starry and Toyota Gazoo Racing, bringing a sophisticated approach to brand storytelling and events that goes beyond traditional communications. The team’s expertise crosses virtually all amateur and professional sports, including basketball, football, baseball, hockey, racing, soccer, bowling, e-sports, cricket, golf, gymnastics, track and field and more.
“For years, we have delivered exceptional sports consulting during marquee moments, but as brand investments in sports teams and properties continue to increase, we’ve strategically assembled specialized talent who understand the ever-changing sports ecosystem,” said Cori McKeever, Co-President of Golin North America. “This deliberate investment enables us to ensure our clients maximize their ROI rather than leaving unrealized value on the table. There’s tremendous opportunity for advanced public relations strategies to forge authentic connections with passionate sports audiences who are loyal fans but also hold some of the most influential buying power in today’s marketplace.”
Sports fandom is undergoing a digital revolution, with 90% of Gen Z consuming sports content through social media—a demographic projected to contribute $9 trillion to global spending over the next decade. Simultaneously, in-person engagement is surging, with 18-to-34-year-olds nearly 1.5 times more likely to attend live sporting events than older generations. This powerful convergence of digital and physical fan experiences creates unprecedented opportunities for brands, teams and athletes to use integrated marketing strategies that will resonate across multiple touchpoints and drive measurable business outcomes.
At the core of this offering is SPORTSYNC, an always-on, data-driven newsroom and social listening hub led by dedicated sports specialists who mine, evaluate, ideate and execute on real-time opportunities across social, earned media and in-person activations. The cross-office team leverages these insights to help brands navigate the increasingly nuanced world of sports partnerships, fan engagement, experiential activations, NIL (name, image and likeness) and purpose-driven marketing.
Powering Golin’s sports specialty is a distinguished team of cross-functional leaders who bring unparalleled industry expertise: Marla Saret, EVP/Executive Director leverages over two decades of strategic communications and media relations experience across team and brand sponsorships; Logan Williams, SVP/Executive Director, orchestrates high-impact sponsorship activations for global brand portfolios; Matt Smith, VP/Director, architects immersive integrated experiences with a decade of event innovation and athlete relationship management; Jonathan Goldman, VP/Director, navigates complex partnerships and strategic sponsorship activations across premier racing circuits; CJ Pappas, VP/Director, drives digital engagement through twenty years of pioneering influencer and social media strategies; Pam Jansen, VP/Director oversees motorsports strategy and execution; and Brad Shulkin, Director, delivers media amplification and experiential excellence with specialized sports storytelling credentials. This core leadership team is complemented by a network of dedicated sports marketing specialists across Golin’s global footprint.
The sports specialty function aligns with Golin’s mission of “creating change that matters” by redefining how brands forge authentic connections with passionate fan communities. For more information about Golin’s sports offerings, contact [email protected].