Sports – 1853 Communications

Novig’s New Campaign: Is It Really “Just Sports”?

Fall is back, and you know what that means! It’s time for social media feeds to be filled with recipes for
everything pumpkin spice, edits of Gilmore Girls with just enough nostalgia to prompt a 10th rewatch,
ideas for “niche” Halloween costumes, hauls for extravagant Boo Baskets…

Oh, and of course, sports betting ads featuring a nearly-nude actress, covered only by hockey shin guards
and footballs. That’s right. In 2025, American Eagle tried to convince us that Sydney Sweeney had “great
jeans.” Now, Sweeney is working with Novig, a sports prediction market. For this campaign, she’s doing
away with the jeans (and all other clothing) to show audiences that Novig’s focus is “just sports.”
Following the release of this video advertisement on September 9th, 2026, people everywhere have
been posting about their disgust at Novig’s approach, with many specifically calling out Sweeney for
partaking in a campaign that counteracts the respect that women in sports work so hard to gain. Female
athletes in particular have spoken up, with many posting videos of them training and competing, using
the caption, “This is what women in sports really look like.” Ariarne Titmus, four-time Olympic swimming
gold medalist, wrote on Instagram, “How do we live in a world where monetizing a woman’s body and
sexualizing women’s sports is still a thing?” Although Novig was founded in 2021, this was their first
campaign, and a bold one, too.

When asked about this controversial approach, Novig’s CEO, Jacob Fortinsky, told Front of Office Sports,
“In some sense, it forces us into the national discourse.” Fortinsky also stated that Sweeney came to
Novig and was “interested in some kind of equity partnership” and even “helped craft that message,”
along with other aspects.

Sweeney has also responded to the backlash, telling Complex that the campaign was supposed to be “a
very simple and playful idea” that “brings the concept of ‘just sports’ to life.” Sweeney also posted
images on her Instagram story from ESPN The Magazine’s “Body Issue,” which featured naked athletes,
similar to the concept of Novig’s advertisement.

It is evident that the people at Novig are not attempting to diffuse the situation with a public apology or
other similar efforts. They have instead chosen to deflect the public’s response by claiming that the
campaign was not meant to cause harm and that similar strategies have been used by other companies.
The advertisement, like any other, is meant to grab attention. At a surface level, Novig’s approach is
understandable from a marketing perspective when we think about the amount of sports betting
advertisements that hit a variety of platforms around this time of year. Everyone uses celebrities, so how
they are used can heavily impact the success of the campaign. Among an influx of generic initiatives,
sales rely on concepts that stand out, even if that comes with widespread dispute. After all, negative
attention is still attention.

Yet, this still leaves the issue of who the audience actually is. Fortinsky made it clear with his post on
X/Twitter that “trading is for adults” and explained that users of Novig must be at least 21 years old.
Seemingly, Novig did not intend for the campaign to reach certain groups, such as children, who should
not be exposed to scandalous visuals. However, it’s 2026. With the vast utilization of digital media, was it
realistic to assume that the campaign wouldn’t reach younger audiences?

I don’t think so. Fortinsky’s defense dodges one very important fact: most viewers are not discovering
the advertisement on the Novig platform. They’re seeing it everywhere else. I came across the
advertisement while watching a movie on the streaming service Tubi. On this platform in particular, users
only need to be 13 years old to create an account. Even then, there are no formal ways of regulating
what age viewers are, and that goes for most streaming services, social media apps, and other sources of
digital content. Therefore, the age restriction that Novig’s platform has does not cover the span of the
advertisement.

Ultimately, the aftermath of the campaign has made this about much more than “just sports.” Viewers
are talking about whether or not Novig crossed the line. But, from a public relations or marketing
perspective, the conclusion of this discussion may not matter. Will Novig’s disrespect and lack of remorse
keep consumers away from spending money on Novig’s platform, or will the fact that we’ve even
entertained this conversation keep the company alive?

Sports Moves and PR

The media’s portrayal of Trent Alexander-Arnold’s potential move from Liverpool to Real Madrid
has been a blend of good and really bad. Liverpool fans are not to fond of his reported decision
to leave Anfield .
Reports indicate that Alexander-Arnold, whose contract with Liverpool expires this summer, is
nearing a free transfer to Real Madrid. The Guardian notes that Real Madrid has offered him a
five-year deal, signaling their strong interest in securing the Englishmen. Sky Sports states that
while the deal is progressing, final agreements are still pending, and no official confirmation has
been made, giving Liverpool fans a slight hope.
The media has highlighted the emotional weight of this potential transfer. Alexander-Arnold, a
Liverpool academy graduate, has spent over two decades at the club, making his debut in 2016
and having over 350 appearances. His contributions have been pivotal in Liverpool’s recent
successes, including Premier League and Champions League victories.
Former Liverpool players and pundits have expressed mixed feelings. Jamie Carragher, a
former Liverpool player and pundit emphasized the importance of legacy, suggesting that
leaving on a free transfer could affect how fans remember Trent. On the other hand, Robbie
Fowler urged fans to appreciate Trent, regardless of his decision.
Money has also been a focal point in media discussions. Reports suggest that Alexander-Arnold
could earn up to £240,000 per week at Real Madrid, a significant increase from his current
wages at Liverpool. This potential move would also reunite him with England teammate Jude
Bellingham, adding another layer of intrigue as the two are rumored to be ‘best friends’.
In summary, the media narrative surrounding Alexander-Arnold’s prospective transfer is an
interesting one, where the scouser has to choose between playing for his boyhood club and
committing his future to Liverpool, or moving abroad to join European giants Real Madrid.

Public Relations and Hockey

As someone who’s been a hockey fan for as long as I can remember, I’ve always been inspired by the energy and excitement of the game. Hockey is a huge part of my life and I’d love to work in hockey, specifically in public relations or media.

Public relations is all about helping organizations, such as sports teams, connect with people and keep a positive image. For hockey teams, the PR team works to build a bridge between the players and the fans. They share stories, promote the team’s values, and organize events that make fans feel close to their favorite teams and players. A PR person is the behind-the-scenes access that keeps fans informed, entertained, and connected to the game.

In hockey, public relations can involve creating engaging social media posts, setting up interviews, writing press releases, and organizing team events. PR teams might handle fan meet-and-greets or help players get involved with local communities. For example, if there’s a charity event or another type of event going on, the PR team will be there to make sure fans know all about it and feel part of the experience. I love the idea of getting people as excited about the sport as I am and making sure fans feel included.

I’m excited to think about a future where I can combine my love for hockey with my interest in public relations. Being able to help bring the game to life for others and share the stories that make hockey special is exactly what I want to do. I can’t wait to keep learning, gain more skills, and hopefully one day play a role in making hockey as exciting and meaningful for others as it is for me.

Promoting Awareness in PR

September is National Childhood Cancer Awareness Month. Through the lens of public relations, I’ve come to realize how interconnected PR and this awareness month truly are. I first learned about September’s significance for pediatric care through a Major League Baseball team, the Philadelphia Phillies. Since the beginning of the month, NBC Sports broadcasters have been highlighting childhood cancer during each game. Every night, the team honors a young hero, with announcers Tom McCarthy and John Kruk sharing the child’s story and photos on television. By doing this, the Phillies are not only raising awareness but also bringing attention to those who have suffered.

A standout moment occurred about two weeks ago when a young girl, Rosie McKenna, returned home to find her bedroom transformed by volunteers from the Phillies organization. Before that, she and her sisters were greeted by the team mascot, the Phanatic, at their dining table! Her bedroom now features a mural of Aaron Nola pitching, a ceiling adorned with baseball cards of current and retired players, and a signed baseball by beloved DH, Kyle Schwarber. These efforts show that the Phillies are not only raising awareness about pediatric cancer but also humanizing the issue in a way that resonates with their audience.

In PR terms, the Phillies are major influencers for Childhood Cancer Awareness Month in Philadelphia. On September 2nd, they partnered with Nemours Children’s Health to honor children in various ways. During a pregame event, dozens of kids participated in various activities. For example, the ceremonial first pitch was thrown by Eric Newton (age 14) and was caught by Dr. Jonathan L. Powell, a pediatric hematologist-oncologist. Children also took the field with players for the national anthem, performed by Arianna Barricelli (age 23), who had eye cancer in her youth. Another special moment included Margo Macchione (age 6) “hitting” a ceremonial home run and running the bases with Shortstop Trea Turner.

These strategic PR efforts by the Phillies have effectively spread messages about childhood cancer. They illustrate how partnering with sports teams or public figures can make a significant impact by reaching large audiences. The emotional connections displayed on television encourage fans to donate to research and pediatric care hospitals. By sharing numerous stories and interviews during the games, these PR practices also inspire people to volunteer and support research and treatment.

Influencers play a crucial role in PR, especially when advocating for social causes and mobilizing community support. The Phillies’ campaign exemplifies how PR can go beyond traditional advertising, using personal stories and community involvement to drive both emotional and actionable responses. Other PR agencies should take note of this successful partnership, as it demonstrates how effective strategic PR can be in addressing and supporting significant social issues.

My Experience Interning with Arcadia’s Athletic Communications Department

Internships in communications can be difficult and seem overwhelming when you are applying for them. Even with all the online service providing companies such as Linkedin and Handshake the process can still be overwhelming. I remember applying for many internships on those apps and not hearing back from any of them. Until I heard back from the athletic communications department here at Arcadia University. This opportunity has helped me learn all about the everyday work of athletic communications departments in colleges and universities.

This internship has been really interesting so far, and I have been able to learn so much about the different communication processes that our athletic department uses everyday. This internship has also helped me learn about a different side of communications that I haven’t had too much experience in so far. A majority of my work in communications has revolved around public relations, but this internship has helped me learn more about graphic design, website building and maintenance, live streaming, and how different schools’ athletic departments communicate with each other.

I think it is important to expand your area of comfort when interning or looking for internships. Since starting this internship it has opened my mind to many different aspects of media and communication that I didn’t even know existed. I think this is important because it will help you get a better understanding of what exactly you want to do in communications after school.

Fenty Beauty Center Stage at the Super Bowl Halftime Show

The Super Bowl took us all by surprise this year when Rihanna made her appearance at the halftime show. There are a lot of people who had mixed feelings about the show itself, or just straight up didn’t like it. Despite whether you liked it or not, there is no denying that Rihanna was smart and took advantage of the opportunity that she was given. Not only did she choose that time to announce that she was pregnant, but she also chose to use that time to promote her company called Fenty Beauty.

Fenty Beauty is a make-up company that was founded by Rihanna. While Rihanna wasn’t offered cash for her performance, she certainly didn’t miss out on the chance to make some. During her performance, she took out her instant setting and blotting power to touch up her face. According to Nielson, there were over 113 million people watching the super bowl. Her strategy of promoting her product helped increase the net of Fenty Beauty to around 44 million dollars, according to tribedynamics. Rihanna knew the opportunity that she was given and she wasn’t afraid to use it to the best of her ability.

How an NBA Superstar Cleared his Name

Standing at six foot three, Ja Morant has been an absolute game changer for the Memphis Grizzlies and this isn’t the first time he’s been the leader of his team. Morant has been seen leading not only his college team Murray state to wins, but also his high school team. Ja’s always been the star and every star is in the spotlight, thus mistakes are not only seen but magnified and analyzed. Of course, with this analysis and magnification comes criticism, not just any criticism but media criticism, the worst kind. Ja Morant is not exempt from this rule of fame and had to face the noise the rough way.

In March of 2023 pictures leaked of Ja Morant in a “gentleman’s club”, this was bad enough, however what followed was more pictures of Morant surrounded by money and one with him brandishing what appeared to be a firearm. The media went into a frenzy, the premiere young superstar for not only the Grizzlies but the entire NBA is now being seen as a “young indecisive mess” and with this came a huge headache for Morant’s PR team.

The first thing they had to do was contact the Grizzlies and let them know to put out on all social media platforms and send to news outlets that they were investigating exactly what was going on with the situation and for people not to assume anything about Morant or what he did or did not do. However, the damage had been done, Morant’s photos were being shown on ESPN and people were making jokes of him “trying to make it into the hood”, it was bad. Shannon Sharpe gave Morant a direct message to stop messing around with his career as not only weeks before Morant was also reported of assaulting a 17-year old boy. Morant’s PR team was in a frenzy and had to react quickly to salvage Morant’s image especially for the Grizzlies key stakeholders.

Clarification was the first thing Morant’s PR team focused on, issuing multiple statements after the police investigation that the firearm Morant was brandishing was a “prop”. This helped to sway some people’s beliefs but most still had a stain in their mind when it came to Morant, it’s a situation that’s hard to forget but a few more factors helped Morant out. One good move was the team promoting gun safety, along with Morant attending gun safety classes. The final thing Morant’s PR team did was push the attention away from Morant’s off the court antics to his on the court antics. Morant lead the Grizzlies to the #3 seed in the West and did so while averaging over 25 points a game and eight assists a game, Morant’s PR team posted a lot of things about the upcoming playoffs and how the Grizzlies are in a good position to win it all. One final factor in Morant’s comeback in the public eye is his teammate Dillon Brooks, who is widely disliked by the NBA community and is still stirring up trouble as of the writing of this piece.

All in all Morant’s situation was nothing to sneeze at, had he been convicted he most likely never would have stepped on an NBA court again regardless of his talent and limitless potential. However, not only was he not convicted Morant is seen in most eyes as a young star who has made his mistakes, however, as long as he turns over a new leaf there is no reason why he can’t be loved even more by the public in the future than he was before the crisis ever occurred.

Advertising, PR, and the Super Bowl

The Super Bowl is one of the most highly anticipated annual sports events in the United States. From the best of the best halftime performers, to all the memorable commercials, to the game itself, almost everyone can find some reason to watch the big game. Before, during, and after the game there is a lot of talk about the famous commercials. For some, they may only be watching for those commercials. Super Bowl day is a huge thing for the public relations industry. The game is not only a platform for companies to show off their advertisements, but all of the public relations and marketing that surround the game. When marketing begins for the Super Bowl, the league does not know the two teams that will be dueling yet, so they must go at a different angle. Whether it is the performers they have confirmed, the location or even the parties associated with the game, the NFL has to find a way to make it bigger each year.

If there is one thing we learn about advertising during the Super Bowl, it is truly the perfect place to introduce viewers to new products and places through advertising. Public relations can have an impact beyond simple ads. The cost of these 30 second ads is up in the high millions. These companies have to make sure what they are putting out is worthwhile for them and the viewers.

Public relations is what keeps people talking about the ads and hopefully remember what they see. The Super Bowl gives public relations professionals a chance to find a way to reach their target audiences. Public relations professionals have realized that they have to appeal to all viewers, whether they are actual football fans or not.

In the National Football League, everything pretty much leads up to the Super Bowl. It is the highest-earning revenue event for the NFL from all of the merchandise, advertisements, and TV rights. Teams, coaches, employees and executives work the whole season for this big game. Public Relations professionals are working towards the same!

PR is Behind Everything

Whether you are a sports fan or not, I am sure that the topic of the 2023 Super Bowl came up more than once or twice in past few weeks. Along with the NFL marketing team, we have Public Relations to thank for that.

The Super Bowl is one of the most anticipated events in sports. It is the biggest stage for the best of the best in the NFL to compete for the championship. This year, the Philadelphia Eagles and the Kansas City Chiefs faced off for the title.

The Chiefs ended up taking home the Lombardi trophy, and for the Eagles, it was a heartbreaking end to an otherwise incredible season. Their last Super Bowl win was in 2018 and fans were counting on them for another. When it comes to image, the team relies on their in-house PR unit to keep the Eagles name known in a positive light.

The PR teams of both the Eagles and Chiefs helped promote the Super Bowl in a variety of ways this year. They wrote press releases, managed media relations, and organized press conferences. They also worked to build relationships with key journalists, and other stakeholders to help spread the word about the upcoming event. Additionally, PR professionals created content for social media campaigns, developed creative strategies to engage audiences, and monitored media coverage to ensure that the Super Bowl was being represented accurately. Even after the loss of the Eagles, strategies for positive social media posts have helped fans keep their loyalty to the team.

The Eagles’ in-house PR team has helped the outcome of the loss of the Super Bowl by focusing on the accomplishments of the Eagles throughout the season, highlighting the great plays and successes the team had, and looking towards the future and building excitement for the next season. The PR team continues working to create positive press and coverage of the team, highlighting the players, coaches, and staff that worked hard to get the team to the Super Bowl.

A Philadelphia Flyers Fan Turned Journalist

Back in the winter of 2018, I fell into a deep depression. Every day felt cold and unbearable, and getting out of bed was the most challenging thing I faced every day. I needed an outlet, something that could distract me from my life and keep me entertained. Past coping mechanisms weren’t doing it for me anymore, so I was desperately looking for something else.

Since I could remember, my mom and dad both loved ice hockey, roller hockey, field hockey… basically, anything to do with hitting a puck with a stick, they were all over it. My mom was the captain of her co-ed street hockey team back in the day, and my dad was just in love with the sport. They met, fell in love, and had me, then started subjecting me to their love of the sport from a very early age. I would watch the Philadelphia Flyers with them all the time, simply because I didn’t have much of a choice. That eventually turned me into a fan, too.

It wasn’t until the winter of 2018-19 that I genuinely started to care about the sport as deeply as my parents did. As I was seeking a source of comfort and familiarity to bring me out of my depression, I decided, why not see how the Flyers are doing this season? (Spoiler alert, they did not do well that season, almost at all– apart from a random 8-game win streak)

I remember the day, January 31, 2019, very clearly. I was eating dinner on the far-left side of my couch in the saddest, most hopeless mood I’d ever been in. I turned the television on and tried to find something to watch. I came across NBC Sports Philadelphia, who were covering the Philadelphia Flyers playing against the Boston Bruins. The Flyers were on opponent ice, and then-rookie goalie Carter Hart was playing his absolute heart out (no pun intended) to try and help his team secure their sixth straight win. With Hart’s impressive goaltending and Travis Sanheim’s beauty of an overtime goal (in his 100th NHL game, how cool), the Flyers brought home the win.

I felt something new that night. I felt a passion start to fire up, one that I hadn’t felt since I started listening to One Direction in 2012 and Panic! At the Disco in 2013. I fully embraced the feeling and dove headfirst into the hockey world. Before I knew it, I was always at warmups, practices, games, and signing events with my friends and family, celebrating our love for our team. I quickly met so many new friends, some of whom I still talk to every day! Paying closer attention to the Flyers brought me so many new places– the most important one being into a journalist position with Flyers Nitty Gritty, an officially credentialed media site focused on covering the Philadelphia Flyers.

Twitter was and still is a space for me to express myself, my opinions, and my frustrations. I followed tons of Flyers-related people who shared in my love for the team, including Jamey Baskow, an official public relations expert for the Flyers. Little did I know that pressing that follow button on his page would change my life.

One of my friends, Katelynn Reiss, is a sports photographer who worked closely with Jamey. She took me under her wing when I started expressing interest in becoming someone like her, a woman who got to follow her favorite hockey team and make a name for herself while doing so. When the NHL started allowing reporters at games again after the initial COVID-19 lockdown, Katelynn was one of the lucky few to be let in the building. I remember being so jealous of her and wanting to be in there too, watching my favorite team in the world play a sport that I’m so passionate about. I knew she worked with Jamey, so I decided to take the leap and direct message him on Twitter to see just how I could get into the games, too.

I said, “Hi Jamey! I was wondering what criteria you have to meet in order to get into a Flyers game, like how Katelynn was there tonight.”

Jamey quickly responded, “Well, she is a photographer for Flyers Nitty Gritty. If you would like to join us, we have spots open!”

I had never been so excited yet scared in my entire life. I thought to myself, “what if this is the beginning of my career, and all it took was me being bold and asking someone how to get into a Flyers game?” I didn’t want to ask any questions or second-guess Jamey or myself, so I just jumped right in and said I’d love to join the team. Jamey gave me a call and we talked logistics. Before I knew it, I was an officially credentialed part of the media for the Philadelphia Flyers.

This was at the beginning of 2021, February 26 to be exact. It didn’t take long for me to put out my first article, “Flyers’ Power Play Looking Grim, But There Is Hope.” To this day, I am so proud of myself and this article. The amount of incredible things it has brought into my life is unbelievable.

A few weeks later, on March 9, 2021, I attended my first game as a member of the media. With my turtleneck and crystal necklaces on, I was ready to take on the world. I walked into the building as if I had done this a thousand times and made my way up to the press box. As I entered the long, narrow press area, I looked around and took in my surroundings. I realized that this was really happening, and I wasn’t just a fan anymore– I was a reporter, a journalist. I had a job to do, and I was determined to get it done right. This night was when I wrote arguably my favorite article, “A Night At The Farg.” I got to witness a Nolan Patrick goal in person (probably rarer than seeing Bigfoot), see my team win, and be part of something that I never would’ve thought I’d be.

I recently attended a Flyers game as media this past weekend, on October 29. Over time, the media started to be allowed back into the locker room and other areas for post-game press conferences. I have attended many post-game conferences in a meeting room, but this time I chickened out and left when the rest of the media went into the locker room. I was just so nervous and didn’t want to say or do the wrong thing, so I left. I regret it, though, and at the next game I cover I will be going into that locker room!

Being part of the media means a lot, the most important thing being covering the game from an objective standpoint and making sure that the public gets factual information. Opinions are allowed to be sprinkled in, but the statistics and facts need to be one-hundred percent certain. It’s fun getting to attend games, take notes, and do research in order to properly cover a game. It certainly is a lot of work, but I absolutely love doing it. It’s an escape from reality into a different world.

I not only do this for myself, but for my mom, who just recently passed away from advanced lung and bone cancer. Since she was the origin of my love for hockey and the person I shared my passion with, it still hurts to watch games. It was really sweet, though, to cover the game on October 29 because the Flyers played the Carolina Hurricanes, whose head coach is none other than Flyers alum Rod Brind’Amour. Brindy was my mom’s absolute favorite player of all time. She was an honorary ‘Canes fan just because of the fact that her Brindy coached them. After the game, as the rest of the media and I were led to the conference room, we walked past the Hurricanes’ reporters conducting an interview about two feet away from our destination. Who else would they be interviewing other than Rod Brind’Amour? Before I even realized what was happening, I was two feet away from my mom’s all-time favorite hockey player. I couldn’t believe that I was just in that situation and I couldn’t go home to my mom to tell her about it. I still texted her, though, as if she was still here. I know she’s proud of me, and jealous too!

For the rest of my life as a hockey fan and journalist, I will always do it with my mom in mind. She was my number one supporter and always read my articles, shared them with friends and family, and told me over and over how proud she was of me. I’ll never forget the genuine love and care that she showed me throughout my journeys, both of my entire life and of my life as a Flyers journalist. Although life has ultimately gotten in the way recently and I haven’t been as involved as I’d like to be, I know that it will all work out in the end and I’ll make my mom even prouder– if that’s possible.

I owe a lot of my success to Katelynn and her respect for a fellow woman who wants to make a difference in a male-dominated field, and to Jamey for trusting someone he had only had one conversation with before. If it weren’t for either of them being so open and wiling to welcome me into the professional side of the hockey world, I definitely would not be where I am today.

My advice to those considering taking a leap would be to just take it. When I first messaged Jamey, I had no idea that it would lead me where it did. If you want to do something bold, just do it. The worst type of regret is wishing you could go back in time and do something that you can’t do anymore.

I am beyond excited for whatever journalism, public relations, and media have in store for me throughout the rest of my life’s journey.