Welcome to the first issue of Sports Marketing with Kyle Whittingham!

Each edition, I’ll break down strategies, trends, and examples shaping the future of fan engagement, starting with a powerful but often overlooked moment:

Athlete Arrivals.

In a world where fans follow athletes more than leagues (source: Greenfly x SCG report), the tunnel walk has become more than just a pregame ritual.

It’s a branding opportunity, a content goldmine, and a sponsorship platform.

Why You Should Be Covering Arrivals

Between 2018 and 2024, total engagement on Player Arrival posts surged by 4,752% (Blinkfire). That’s not a typo.

Why the boom?

Players show personality.

Fans get behind-the-scenes access.

Brands get embedded in culture, not just content.

It’s top-of-funnel, storytelling, and monetization all in one piece of content.

And the reach goes way beyond team channels.

Blinkfire notes that the rise of arrival content has inspired entire media verticals like LeagueFits, NFL Style, and Footballer Fits, while also drawing coverage from GQ Sports, Vogue, and other fashion outlets, creating earned media value that most sports content can’t touch.

How to Execute a Great Arrival

What separates a scroll-past from a “send this to the group chat” moment?

1. Intentionality: Give players a window to arrive and a creative team that’s ready (photographer + videographer). Get it right the first time - no redos.

2. Authenticity & Spectacle: Some arrive in parking garages, others on tanks (more on this below). Both can work. Keep it authentic.

3. Composition: The best arrival shots frame the athlete like an icon. Props if there’s a branded backdrop, fans watching, or even paparazzi in the frame to elevate the moment.

4. Staggered Timing: Each athlete deserves their moment. Stagger arrivals so players don’t walk in together. Crowded frames dilute impact. Give each arrival room to breathe.

5. Consistency: Turn it into a storyline. A great arrival moment once is content. Every game? It becomes a fan ritual that builds brand.

How to Monetize

These are examples of how arrivals can be monetized both directly and indirectly. Team merch is another great way to drive revenue through arrival content. Bonus points if the post is shoppable.

1. Obvious: Branded content series, Clothing, Shoes, Headphones, Bags, and Jewelry

   1. NBA Michelob Ultra Drip of the Season

   2. Mercedes-AMG PETRONAS F1 teams up with Tommy Hilfiger

   3. Paige Bueckers’ draft day with Louis Vuitton and Coach

2. Less Obvious: Tunnel wall branding, carpet logos, and team bus wraps

   1. Inter Milan Qatar Airways Tunnel

   2. WNBA x Bumble Orange Carpet

   3. Valencia CF uses Bus door as step and repeat

3. Next Level: Auto partnerships, airline integrations, product placement (Think drinks, snacks, etc.), celebrity cameos, and dogs?

   1. Manchester City player car arrivals 

   2. Islanders draft picks arrive via jet

   3. OKC players arrive with Humane Society puppies

Take Arrivals a Step Further

Push the envelope and get fans talking.

• Jake Paul takes it to the next level arriving on a tank

• Ray Lewis goes undercover as a janitor

• Tommy Hilfiger uses “Athlete Arrival” to hype the F1 movie premiere

• Rams go deeper by including athletes arrival time

• Clemson makes player arrival part of the fan experience 

Final Word

Athlete arrivals shouldn’t be a pregame footnote.

They’re a moment to shape brand perception, extend reach, and build a new monetization platform.

Want to level up your social media game?

If your team isn’t capitalizing on athlete arrivals or you just want to sharpen your social strategy, let’s talk.

Whittingham Sports is offering a free social media audit to sports properties, athletes, and brands who want to grow faster and monetize smarter.

No fluff. Just insights, ideas, and what’s actually working.

Send an email to [email protected] with SOCIAL AUDIT in the subject to get your free audit.

Best,

Kyle

Learn more about Whittingham Sports