USC Annenberg – The Relevance Report Sports, 2026
Summary
The main theme of the report is the role of sports in modern society and its impact on business and public relations.
Key findings include the rise in popularity of women's sports and increased sponsorship deals, the impact of NIL (Name, Image, Likeness) on college athletes who are now building brands and signing contracts, and how technology is turning fans into active participants through streaming, podcasts, and social media. Sports in Los Angeles are becoming particularly relevant with upcoming events like the World Cup and the Olympics.
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