Brief

Jessica Goldstein says old sports sponsorship model is outdated

At Brandweek 2026, Goldstein argues that modern sports deals must act like platforms, using athlete storytelling and data‑driven, always‑on activation.

By Felo News Desk · Published Wed, 14 Oct 2026 02:38:36 GMT

At Brandweek 2026, Jessica Goldstein, vice‑president of partnerships and marketing solutions for the National Women’s Soccer League (NWSL), told Adweek that the classic "buy‑the‑asset, activate, move on" sponsorship model is no longer sufficient for sports partnerships.

What happened

During a live vidcast on the Marketing Vanguard stage, Goldstein outlined a shift toward platform‑style collaborations that blend long‑term brand presence with athlete‑centric storytelling. She highlighted how traditional asset lists fail to generate lasting value and argued that partners must embed themselves in the league’s ecosystem.

What the reports add

Goldstein cited Google’s approach to women’s sports as a case study, noting that the tech giant entered the WNBA before securing an NBA deal and focused on making games more accessible on ESPN and ABC. She also stressed that data should inform strategy without dictating every decision, and that 360‑degree partnerships can link live moments, content, and fan behavior.

What was said

"Partnerships can actually help grow the sport," Goldstein said, pointing to Google’s example. She added that athlete storytelling turns individual players into gateways to broader fandom, and that consistent, always‑on activation around tentpole events drives long‑term value.

How it came about

The discussion was part of a special vidcast series recorded live at Brandweek 2026 and produced in partnership with Tatari, echoing earlier conversations at the same conference about creative‑first strategies, such as Dan Moriarty’s remarks on Chicago Fire FC’s growth model.

Key facts

Jessica Goldstein is vice‑president of partnerships and marketing solutions at the NWSL. (adweek.com)
Goldstein argues that the traditional sponsorship model of buying assets and activating around a single moment is outdated. (adweek.com)
She cites Google’s early entry into the WNBA and focus on accessibility as an example of a modern partnership. (adweek.com)
Goldstein says athlete storytelling can turn players into gateways to broader fandom. (adweek.com)
The interview was recorded live at Brandweek 2026 and produced with Tatari. (adweek.com)