SPORTS
In October 2025, The USC Center for Public Relations published it’s 10th annual Relevance Report—a collection of forward-looking essays about issues impacting the PR and communication profession.
This year’s report theme was sports. From NIL deals and athlete activism to fan-led storytelling, sports is a force that cuts across culture and community. The 2026 Relevance Report captured the energy and momentum transforming both sports and communication.
My essay for the report explores how younger fans are redefining what it means to get value out of attending a sporting event. For Gen Z, a ticket isn’t just admission to a game, it’s access to an experience. I dive into how teams, leagues, and PR professionals can create immersive, sharable, and purposeful moments that make every dollar feel worth while.
