In partnership with
All-time tennis legend Serena Williams recently started a multi-year deal to promote Ro, a telehealth platform which includes a GLP-1 prescription medicine. Ro’s GLP-1 is both a prescription diabetes and weight loss solution that competes with the ad-heavy brands Ozempic and Wegovy.
Williams said she started using the Ro weight loss treatment in 2023 after the birth of her second daughter amid her weight loss struggles, even while pursuing fitness. This resulted in a 31-pound weight loss.
The company’s press release includes a disclosure at the end that Williams’ husband, Alexis Ohanian, is both a Ro investor and board member. Some may see this as a conflict of interest.
Serena’s press release quote: "I trained at the highest level, ate a clean diet, pushed myself, and still, after having kids, my body just wouldn't respond. I realized it wasn't about willpower; it was biological. My body needed the GLP-1 and clinical support. I'm partnering with Ro because if I needed help as a top athlete doing everything at level 10, I know others are struggling too, and everyone deserves access to the treatment they need. This isn't a shortcut. It's healthcare."
Former NBA great Charles Barkley is also promoting the Ro GLP-1.
On social media, some users were unhappy that the former tennis champ used the medicine to lose weight and that she’s promoting it, which will entice others to seek it out for weight loss.
Ro’s landing page featuring Serena Williams in videos and photos here.
My Take: GLP-1 has real weight loss benefits and is enticing as a solution, but I have concerns about the long-term health impact. GLP-1 requires a physican’s review and may not be covered by insurance for weight loss. It also has had side effects, including nausea and more serious outcomes. Serena (and her sister Venus) are all-time great tennis players, so their millions of fans and followers, including women who experienced a similar postpartum weight gain, will follow this recomendation. While the NCAA bans GLP-1 use and promotion by athletes, all major U.S. professional sports leagues allow it. When an athlete recommends a health solution, people are likely to follow it and if it’s a prescription and untested long-term, it makes me nervous. Sound off on what you think below.
A promotional photo featuring Serena Williams for Ro, a company her husband invests in and serves on the board.
Poll: Would you be more likely to take a prescription medicine if an all-time admired athlete (like Serena Williams, Tom Brady, Simone Biles, Usain Bolt or Michael Phelps) promoted it?
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This week’s issue unintentionally has a strong focus on tennis player endorsements. The timing is most likely because of the U.S. Open tournament, one of the four Grand Slam tournaments and only in the United States. The U.S. Open is taking place now in Flushing Meadows, New York, near New York City.
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The next big category in athlete marketing … jewelry
Like apparel and beauty, jewelry may be on the horizon to explode in athlete marketing prominence.
Jewelry brands are signing pro and college athletes to showcase their accessories and like athletic shoes, many can be worn during competition.
(I’m exploring jewelry partnerships for a couple of female athletes — pro and college — from conversations with them. This is untapped.)
Male athletes, including baseball players, often wear on-field jewelry that can be seen in tight camera angles.
Women’s sports, in particular, are becoming a centerpiece. WNBA players are signing brand deals even though they can’t wear jewelry during games, while soccer collaborations are building momentum.
Jeweler Janet Heller started working with athletes and made a GOAT pendant for Simone Biles, which she wore at the Tokyo Olympics.
Simone Biles attracted attention for jeweler Janet Heller while wearing a custom GOAT pendant at the Tokyo Olympics in 2021.
In addition to athletes, WAGs (wives and girlfriends of athletes) are increasingly viewed as influential style leaders, extending jewelry’s reach deeper.
Jewelry brand Wove created a custom TNT bracelet (“Travis N Taylor”), which was gifted by recently engaged couple Kansas City Chiefs tight end Travis Kelce to his partner Taylor Swift. The singer’s choice to wear the bracelet fueled a 2,000% sales increase.
With more jewelry companies planning sports-themed activations through 2026, watch this category grow.
(Glossy and Front Office Sports)
Taylor Swift, recently engaged, wore a custom Wove TNT bracelet during The Eras Tour and elsewhear. The piece was a gift from fiancee and NFL star Travis Kelce. This drove a 2,000% increase in Wove sales. (People)
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Abercrombie & Fitch becomes NFL’s first official fashion partner
The NFL announced Abercrombie & Fitch as its first-ever fashion partner, a multiyear deal that allows the label to feature the NFL in its branding and open pop-up shops at NFL games.
NFL players modeling Abercrombie & Fitch, from left: Christian McCaffery, Tee Higgins, Amon-Ra St. Brown and CeeDee Lamb.
The brand is also providing Style Concierges, in-house stylists who will help players curate looks with a focus on denim and bomber jackets. As players arrive at stadiums, photographers and social media teams capture their fashion so the NFL and A&F saw an opportunity.
Several players are the first on-board including CeeDee Lamb, Christian McCaffery, Amon-Ra St. Brown and Tee Higgins. Fred Warner, Drake Maye, Cooper DeJean, and Jake Ferguson were also named.
A new $220 Detroit Lions bomber jacket from Abercrombie & Fitch. (Abercrombie)
In the Netflix documentary Quarterback, Joe Burrow is shown looking at stadium-entry outfits with his personal stylist, so he was prioritizing this ahead of the NFL’s new fashion brand partnership.
The label is also offering an array of NFL-branded women’s fashion.
New Abercrombie women’s styles. (Abercrombie)
Items are on the company’s website and start around $50-$110. A bomber jacket is $220.
The effort to be more stylish makes sense for the 20-something players, however, the average NFL fan is 38-50 male. Women now make up 47% of NFL fans. This should make 20-40 year old NFL fans interested.
The styles all look really good in my opinion even if the price tags are high. Several wives may expect NFL sweatshirts, dresses and camis as holiday gifts.
Vuori grabs British tennis player Jack Draper from Nike
Tennis player and part-time model Jack Draper signed a multi-year deal with Carlsbad, California athleisure clothing company Vuori recently.
The 23-year-old Draper previously promoted Nike.
In addition to his Vuori partnership, Draper also now has a shoe deal with ASICS.
He wore a new Vuori tennis outfit for a recent U.S. Open mixed doubles match.
Find a Vuori promotional video with Draper on Instagram.
Jack Draper competes at the U.S. Open in a new Vuori tennis outfit. (Getty)
DoorDash goes all-in on college football
The influences of sports on consumer behavior both on-site at events and off-site are well known. Just as grocery stores and sports bars promote sports-watching worthy food and beverage, food delivery is joining the fray.
DoorDash’s “Too Much Winning Energy” spot for its college football promo.
DoorDash announced an ambitious, season-long partnership with 11 powerhouse college football programs including Alabama, Michigan, Ohio State and Texas. This is the delivery company’s first-ever national college football campaign, designed to gain a role as the go-to game day partner for fans.
For reference, DoorDash is said to control about 60-65% of the $380 billion food delivery market with Uber Eats (20-26%) and GrubHub (6%) also controlling market share.
Turning Orders into Rewards
At the center of the push is DoorDash Streaks, a Saturday-only rewards program that gamifies food delivery during football season. Fans who order multiple weekends in a row unlock progressively larger discounts. The program cleverly aligns consumer behavior — ordering wings, pizza and drinks on game day — with sustained brand loyalty.
Owning the Fan Experience
Beyond the app, DoorDash is embedding itself into the college football ecosystem. On-campus activations, student-athlete content, mascot-led social campaigns and a national sweepstakes are all part of the package. By partnering with Learfield, which powers media and marketing for college athletics, DoorDash secures direct access to some of the sport’s most valuable fanbases.
The 11 programs include:
University of Alabama
University of Georgia
University of Michigan
University of Missouri
The Ohio State University
University of Oklahoma
University of Oregon
Rutgers University
Stanford University
University of Tennessee, Knoxville
University of Texas at Austin
The Business Play
For DoorDash, this initiative is about more than short-term sales. It’s a long-term strategic bet on college football’s cultural connection, with built-in loyalty mechanics that drive repeat orders while associating the brand with school pride and big-game traditions. College football fans, especially students, can associate big game Saturday traditions with DoorDash food orders from their favorite restaurants. Loyal alumni and fans will also be part of the mix. The campaign also showcases how delivery apps can move beyond transactions in an effort to become lifestyle partners.
Promotional image from DoorDash.
Dublin hotel towel appears during college football game
A bizarre moment during the first NCAA football game of the 2025 season has been trending on social media.
Iowa State punter Jace Gilbert used a hotel towel, not a team towel, to dry his hands on the field before punting in his team’s 24-21 win over Kansas State in Dublin, Ireland.
It wasn’t clear which hotel’s towel was used. But the NCAA has an official hotel sponsor — Marriott Bonvoy.
The NCAA will may investigate this to protect their sponsors and remind schools not to use outside equipment.
There’s been no word from Gilbert or Iowa State about the use of a missing hotel towel.
Iowa State punter Jace Gilbert dries his hands using a hotel towel.
The Call Stands — What and Who We’re Following
Two-time Grand Slam winner and tennis star Coco Gauff launched her first-ever signature fruit smoothie with a pop-up store at the U.S. Open. Coco Gauff’s Protein Pineapple Orange Smoothie will go on sale in Albertson’s stores in the U.S. in mid-Spetmeber. Definitely a clever promotion for a star player on her home court. (Sports Illustrated)
Caitlin Clark became a Nike signature athlete, getting her own unique logo and a collection of sportswear and apparel. (ESPN.com)
Revenue from women’s sports grew 4.5 times faster than men’s sports between 2022 and 2024, according to a new McKinsey & Company report. Revenues generated by women’s sports are about less than 2% of the total sports market despite the rising popularity. (McKinsey)
Barbie released its second-ever Venus Williams doll as part of its Inspiring Women series. She’s honored for her efforts to increase pay for female athletes across multiple sports. The doll represents her 2007 Wimbledon winning look. (WWD)
This week’s sports marketing job openings
A new weekly feature begins with a list of open sports marketing roles!
These are publicly listed roles from a variety of different sources. All links were for current job listings but roles may have closed or expired.
I have no connection to any openings, so unfortunately, I can’t help with questions or referrals.
Find this week’s sports marketing job list here: https://docs.google.com/spreadsheets/d/12_VKmZDQemxQGNNkW1bPW9SNJFWErINGzbHFPHJ9qIQ/edit?usp=sharing
Overtime
Hope you’re enjoying the Game Changers newsletter.
Brought to you by Eric Wein from Athletes Endorse, a Los Angeles-based agency that creates sales-driven athlete marketing campaigns, with a money-back guarantee in under 30 days.
Email: [email protected]
Thank you for reading.
Until next week,
Brought to you by Athletes Endorse