Edition 87.

This is the last Bloc of 2025, and I can’t thank you enough for being here each week for the brand bytes, confessions, and insights.

Today’s common thread: brand, sports and business teams.

And yes, it matters even if you’re a solo operator.

Here are 3 brand bytes to inform and inspire you this week:

1. ’Til game-loss do us part.

The holidays, for me, mean food and football with family.

Plates passed, commentary flying, the game always on 🏈

I was supposed to be watching, but with injured star players sitting in the box, I found myself wondering what happens to the wives and girlfriends, affectionately known as WAGs, when a dynasty slips.

Exhibit A.

When the Kansas City Chiefs’ nine-year reign over the AFC West fell short this season *and* they lost the Christmas Day game, I started thinking beyond the scoreboard.

Because when the spotlight dims, brand deals cool.

Narratives shift.

And I wondered: does that impact extend to the players’ *romantic partners* who have become brands in their own right?

Here’s why this matters:

Women now make up nearly half of the NFL’s fan base, and the league (and its affiliates) is designing with that reality in mind.

Merch has evolved beyond the tired “pink it and shrink it” approach, with brand partners like Nike and Fanatics creating apparel (and campaigns) that feels more intentional and lifestyle driven...

With sports stars’ partners at the forefront, too.

Winning teams means timely focus and brand deal$ for the women who have become brand extensions of the sport franchises.

The Swift-Kelce mania in the media seemingly accelerated this momentum, or at least aligned with broader market shifts and near-perfect timing...

Boosting female viewership, merchandise sales, and cultural relevance.

At the same time, the NFL has leaned into personality-led storytelling, spotlighting players’ wives and girlfriends as influential figures with their own platforms, businesses, and buying power.

This reflects a broader redefinition of fandom.

Women are no longer the as secondary viewers, but core consumers shaping culture and commerce around the leagues.

That evolution now extends beyond the league itself.

Exhibit B.

Emma Grede (serial entrepreneur with SKIMS and Good American under her belt, to name a few) launched OFF SEASON (in partnership with Kristin Juszczyk, wife to San Francisco 49ers, Kyle J.)...

The brand was “created to redefine fan apparel as fashion-first.”

It all signals a new era of fashion-forward sports brands built specifically for modern fans, and with female fandom at the forefront.

2. Cosmo’s in its sports era, too.

Speaking of WAGs, Cosmopolitan has entered the sports chat.

A magazine historically known for women’s fashion, dating, and lifestyle is added Sports to its roster in 2025.

Simone Biles is the recent feature.

Decorated Olympian. Gymnastics icon. A 4ft 8in force.

And a proud WAG...

She’s made it part of her brand (her husband plays for the Chicago Bears).

​Cosmo Sports, a new division just 8 months old, has featured:

• Three-time WNBA MVP, Olympian, and entrepreneur, A’ja Wilson
• World No. 1 tennis player Aryna Sabalenka
• And a few famous WAGs, too.

The publication walks fans through a day-in-the-life, photojournalism-style...

Capturing their professional routines, personal interests, and downtime.

Even better when the feature includes a trip to the store where their brand partnerships live!:

Cosmo Sports framed the move as a natural evolution.

Because, surprise surprise: sports now sit squarely inside pop culture.

3. Brand building is a team sport, even when you’re solo.

As a former collegiate athlete and now creative entrepreneur, I know this firsthand:

Business, brand building, and entrepreneurship are team sports…

Even if you’re technically a solo operator.

And while every guru is telling you to plan your 2026 right now…

(Honestly, that’s solid advice. But it’s only *part* of the picture.)

Don’t forget to consider *who* you’re taking with you into your next (brand) season.

• Who you’re adding (to your team).
• Who you’re building with.
• Who’s your thought partner.
• Who’s your creative eye, quarterback, or coach?

(Flashback to when I wrote about building your super team with Entrepreneur Magazine.)

On my end, I just hired a part-time content researcher starting in January.

It’s already changed how I’m thinking about capacity and brand momentum.

If you’re looking to fill operational or strategic gaps, consider a freelance marketplace (i.e. Upwork), which is a solid place to start building a bench that supports your vision.

And if you need a creative advisor, sound board, or brand coach to help you shape that vision, you know where to find me.

Up-leveling your team (or brand) might just be your New Year’s resolution.

Here’s to sharper brands, better teams, and smarter plays in 2026.

More brand bytes next Sunday at 5 (Technically, next year!) 🥳