• Loading stock data...
Wednesday, July 9, 2025

Inside The Huddle: Using Sports to Drive Business Goals with Paul Beckles

In the buildup to Front Office Sports’ Brand Marketing Huddle at the LA Stadium Premiere Center on July 11, we’re introducing you to the huddle leaders who will be lending their expertise to the conversation.

Today, meet Paul Beckles: Director of Brand Partnerships at Athletes First Partners. Athletes First Partners is  a global sales and marketing agency representing the National Basketball Players Association and the National Basketball Retired Players Association.

Beckles is a graduate of Indiana University of Pennsylvania and is currently pursuing an MBA through Purdue University. After college, Beckles joined the sales staff of the Philadelphia 76ers growing in responsibility throughout his five plus years with the organization. He also held positions with Learfield IMG College and Translation LLC before joining Athletes First Partners.

READ MORE: Inside The Huddle: Brands & Sports Marketing with Lane Joyce

“I always gravitated to the revenue generation aspect of brand marketing,” Beckles says of his professional history. “It aligns with my competitive nature and allows me to creatively problem solve, develop impactful marketing campaigns, and collaborate with others.”

Through a strong sense of motivation and an ability to foster strong and productive relationships, Beckles has achieved a high level of success working with a number of NBA clients as well as the NFL, Champs Sports, and Nike over the course of his career. Beckles’ time working in the partnership space has also taught him the importance of creativity when it comes to achieving success.

“Take inspiration from other aspects of the industry, industries outside of your own and how people solve problems in those areas,” he says. “The amount of understanding that you have from a cultural standpoint can be very helpful in getting outside of a one-dimensional way of thinking and can lead to huge opportunities.”

READ MORE: Inside The Huddle: Brands & Sports Marketing with Sean Brown

In order to continue to grow, Beckles recommends that young sports professionals continue to learn and build an effective personal brand through contributions outside of your job description and networking.

“Develop your brand as some who is well versed in the areas that you are personally attached to. That’s a very big part of staying in tune with culture.” he says. “Bring all of the things you live into what you do every single day. There will constantly be opportunities to show how much you know about things other than what you’re supposed to be an expert in.”


Meet Paul and hear more of his thoughts on the current brand marketing space at the Front Office Sports Brand Marketing Huddle at the LA Stadium Premiere Center in Los Angeles, CA on July 11. For tickets and additional info, click here.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Feb 7, 2025; Storrs, Connecticut, USA; UConn Huskies center Tarris Reed Jr. (5) reacts after his basket against the St. John's Red Storm in the first half at Harry A. Gampel Pavilion.

After Decade Apart, ESPN and Big East Rekindle Media Rights Relationship

After a decade-plus apart, the network will stream hundreds of conference events.

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
Jun 10, 2025; Pittsburgh, PA, USA; Pittsburgh Steelers quarterback Aaron Rodgers (8) drops back to pass during minicamp at their South Side facility.
opinion

Steelers Win-Now Mode Is Good News for NFL Media Partners

The conservative “Steeler Way” has finally adapted—and media partners are happy.

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.

Featured Today

Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
July 6, 2025

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.