Sports authority: How retailers can get in on the game
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By Marcy Medina | for The SKUpe
Michelle Edgar, a former music and branding agent is the founder of Edgar Talent Agency (ETA), a marketing and strategic partnerships consultancy that helps brands build cultural relevance, drive engagement and scale through high-impact collaborations.
"We work at the intersection of sports, entertainment, fashion and purpose—creating experiences that not only connect, but convert," she says.
In this conversation, Edgar offers valuable tips on how retailers can find synergy with the sports world.
In a nutshell, what does ETA do?
Having worked at companies like ICM Partners, SpringHill and Epic Records, I saw how the cultural currency of music translated seamlessly into sports. That led me into athlete-driven brand building and strategic work with organizations like D.C. United, where I help brands activate sponsorships across categories like financial services, wellness and lifestyle. What I realized early on is that whether you're a Grammy-winning artist or a rising soccer star, it's all about story, community and alignment—and that’s where retail brands have an enormous opportunity.
How has the sports world changed in terms of marketing?
There’s been a major shift—from transactional sponsorships to authentic, story-led collaborations. Athletes and teams are no longer just logos; they’re platforms. That’s opened the door for retail brands, especially in lifestyle, beauty, wellness and DTC, to show up in a more meaningful way. Retailers now have a chance to embed their products into experiences—not just ads—and that shift is transforming the space.
What are the biggest opportunities for retailers right now?
Women’s sports: From the WNBA to college athletes to Olympic hopefuls, women’s sports is one of the fastest-growing and most underleveraged segments for brand partnership. The storytelling is powerful, the audiences are loyal and the cost of entry is still accessible.
Local club & community engagement: Retailers can win big by aligning with local or regional teams, especially MLS and NWSL clubs like Angel City FC and Inter Miami CF, who are redefining what community-driven sports marketing looks like. These teams are not only open to collaboration, they’re actively seeking brand partners who want to co-create culturally relevant, purpose-aligned moments.
The 2028 L.A. Olympics: Even if you’re not an official sponsor, there are powerful ways to tap into the Olympic movement, whether through parallel campaigns, athlete collaborations or localized hospitality partnerships that ride the Olympic energy.
What advice would you give retailers who want to align with the sports world?
Start by thinking like a storyteller, not just a sponsor. Ask yourself: Where does my brand naturally fit into the fan experience? That could be recovery, performance, fashion, food or community. Then approach teams, athletes or events as collaborators, not billboards.
Also, don’t underestimate the power of regional or mid-tier partnerships. You don’t need a Super Bowl budget to make an impact. With the right narrative and execution, you can own your lane and generate lasting affinity.
What are some actionable tips retailers can incorporate now?
— Start attending local games or events to understand the fan experience firsthand. Look at signage, vendors, halftime activations—note what stands out.
— Follow athletes and teams on social and engage with their content. See who they partner with and how they position products.
— Build a brand athlete wishlist of individuals who align with your values, then reach out or collaborate through micro-campaigns.
— Reach out to the community side of sports orgs—foundation arms, youth programs or civic engagement teams. They’re often more receptive to collaboration and eager for local brand involvement.
— Use storytelling and impact as your edge. Align your brand with causes athletes care about—mental health, sustainability, inclusion—and you’ll find a much stronger point of entry.
Above: Edgar with Panos Panay, president of The Recording Academy; Andrew Fried, CEO of Boardwalk Pictures; and Tamala Lewis, senior director of Community Affairs at AEG. (Courtesy Michelle Edgar)
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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.
