Blog

Sports as Cultural Identity

Athletics and sports fandom are a huge part of our identity, both individually and as a nation.

by Adam Slocum

June 6, 2024

Everyone can identify as an athlete or sports fan in some way.

Sports have become so enmeshed with our national culture that our annual calendar is defined by a long list of must-see sporting events. Essentially, they are sports-themed “holidays” marking key milestones as we progress through the year.

For example:

January: The College Football National Championship Game (NCAA Football)
February: Super Bowl Sunday (NFL Football)
March: March Madness (M & W College Hoops)
April: The Masters (PGA Tour Golf)
May: The Kentucky Derby (Horse Racing)
June: The NBA Finals (NBA Basketball) and Stanley Cup Finals (NHL Hockey)
July: Wimbledon and the Tour de France

(Global Events – Tennis & Cycling)

August: The Little League World Series (Boys’ Baseball & Girls’ Softball)
September: U.S. Open (M & W Tennis)
October: The World Series (MLB Baseball)
November: NASCAR Cup Series Championship (Stock Car Racing)
December: MLS Cup (Men’s Soccer)

With every night packed with sporting events leading up to the culmination of each season, we're a sports-obsessed culture that revels in the hard work, determination, strategy, intensity, and transcendent grace and beauty inherent in sports competition. Then there are the global quadrennial events, such as the Winter and Summer Olympics and the Men’s and Women’s World Cups, which bring out the national fervor, excitement, and pride that sports so heartily arouse, but in a way that inspires sportsmanship, peace, and goodwill among nations from all corners of the globe.

ICONIC BRANDS

We rely on sports media companies to deliver this content to us with passion and precision, accentuated by their uncanny ability to capture the excitement as if we were there in person. Two such companies, Sports Illustrated and ESPN, are iconic brands in the industry for several reasons:

1. Longevity: Providing top-notch journalism and broadcasts for several decades, both brands have excelled at chronicling the rise of sports with heart, humor, and humanity, capturing the essence of what sports mean to our American culture and societal evolution. As a mainstay in sports coverage, Sports Illustrated was first published in 1954, while ESPN was founded in 1979. (Incidentally, Roy Firestone, an NSM Founding Advisor, was one of ESPN’s first on-air talents from 1980-1994, serving as host of the popular interview program, SportsLook, later renamed Up Close. Roy was also the interviewer responsible for making Rod Tidwell cry in the 1996 movie, Jerry Maguire.)

2. Brand Recognition: Both brands are widely recognized and trusted by sports fans around the world. They have built a strong reputation for providing high-quality sports news, analysis, and coverage across various platforms.

3. Innovation: Sports Illustrated and ESPN have been pioneers in sports media, leveraging new formats and technologies to engage and captivate audiences. For example, Sports Illustrated was first to make sports a primary topic, delving much deeper into sports content than traditional media outlets. ESPN was the first network to broadcast sports 24/7 and expanded into digital platforms with ESPN.com and the ESPN app. It has also initiated a prestigious coalition consisting of Accenture, Microsoft, Verizon, and Meta called ESPN Edge. This collaboration will bring untold innovation to the sports fan experience for years to come.

4. Exclusive Content: Both brands have access to exclusive interviews, behind-the-scenes coverage, and in-depth analysis that often sets them apart from competitors. This exclusive content helps them to continually attract and retain a dedicated audience.

5. Sports Culture Influence: Sports Illustrated and ESPN have played a significant role in shaping sports culture, from popularizing athletes and teams to covering major sporting events. They have become integral parts of the sports fan experience, not only by capturing but also enhancing content through detailed analysis and thoughtful, animated dialogue.

This unrivaled combination of longevity, brand recognition, innovation, exclusive content, and influence on sports culture make Sports Illustrated and ESPN two of the most iconic brands in the sports media landscape.

ESPN's simultaneous coverage of the women's and men's 2024 NCAA basketball tournaments was state-of-the-art and highlighted the rise of women's hoops alongside the rich tradition of the men's event.

Undoubtedly, the future of these brands is still forward-thinking and does not include any inclination to rest on their laurels. Sports Illustrated, owned by Authentic Brands Group with publishing rights now controlled by Minute Media, will leverage its premium sports content expertise and technology platforms to continue to grow the Sports Illustrated media business. Likewise, backed by extensive resources from The Walt Disney Company and Hearst Communications, ESPN seeks to continually revolutionize the sports media industry with its incessant innovative intensity.

Some key areas of growth to expect are:

1. Digital Expansion: Both Sports Illustrated and ESPN will likely continue to expand their digital presence, focusing on delivering content across various platforms such as streaming services, social media, mobile apps, and extended reality to reach a broader audience.

2. Adapting to a Changing Media Landscape: With the rise of digital media and streaming services, media outlets like Sports Illustrated and ESPN will continue to adapt to changing consumer preferences and consumption habits, always striving to remain at the cutting edge.

3. Investing in Original Content: Creating original and exclusive content in a variety of formats will be crucial for both brands to differentiate themselves in a competitive market and retain their audiences.

4. Global Expansion: Both Sports Illustrated and ESPN will continue to expand on their global reach to capitalize on the growing international sports market and attract a more diverse audience.

5. Incorporating Emerging Technologies: Embracing new technologies such as virtual reality, augmented reality, and various forms of AI will enhance the viewer experience and keep these brands at the forefront of sports media innovation.

Overall, as the sports media landscape continues to evolve with greater interactivity from fans, Sports Illustrated and ESPN will continue to be leading brands by adapting to new trends, technologies, and audience preferences. As evidenced by Minute Media’s new publishing rights deal, Sports Illustrated is poised to take their brand to new heights. ESPN’s commitment to innovation with its ESPN Edge initiative and coalition of top companies makes it a formidable force in shaping the future of the sports fan experience.

Based on their long-standing and truly iconic contributions to reporting and defining our American sports legacy, we will highlight these two sports media providers as part of the National Sports Museum’s “Sports as Cultural Identity” exhibit, particularly their impact on sports innovation. Both have been instrumental in elevating competitive sports and maximizing the fan experience, making them integral parts of America’s cultural identity in the process. As avid sports fans, we look forward to seeing where they’ll lead us from here.

NATIONAL SPORTS MUSEUM IN NYC

The National Sports Museum will celebrate sports’ profound impact on our national identity and pay tribute to athletes, brands, leagues, and teams who use their platform as leaders to effect meaningful change. Exhibits will include “Sports as Social Change”, “Sports as Cultural Identity”, “Sports as the Pursuit of Excellence”, and “Sports PLUS (Personal Learning Using Sports)”, along with an Immersion Theater and Interactive Sports Entertainment & Training facility.

We're developing an attraction-museum focused on education through sports. By using the latest interactive technologies we will bring sports history to life, viewing it all through a lens of social and cultural themes that illuminate the transcendent power of sports to advance, empower, inspire, and unite. We intend to align with other like-minded non-profits, athletes, the sports industry, corporate sponsors, and the city of New York to create a special and enduring cultural institution.

We welcome your feedback at Contact@NationalSportsMuseum.org.