• Loading stock data...
Monday, October 13, 2025

OneTeam Partners: Athlete and Brand Amplification for the Cutting Edge Sports Marketer

  • OneTeam Partners is backed by founding partners NFL Players Association, MLB Players Association, and RedBird Capital.
  • The organization recently made a large push into esports as well as athlete marketing.
pexels
Image via Pexels

Backed by founding partners NFL Players Association, MLB Players Association, and RedBird Capital, OneTeam Partners helps brands and athletes maximize opportunities across group licensing, athlete marketing, digital marketing, content, and gaming.

In this webinar, Grant Jones, Randy Domain, and Ben Ashbrook of OneTeam Partners join Joe Londergan of Front Office Sports to discuss the various ways OneTeam Partners helps find the right athletes, build audiences, promote and amplify content, and share custom analytics and insights to partners.

Edited highlights appear below:

On the athlete marketing arm of OneTeam Partners (5:25)

Domain: “What we know is that fans of athletes tend to follow them an average of 10 times more than they do the teams they play for and the leagues they play in. And so our objective is through a very one-stop shop service to provide brands that opportunity to come to us. We procure the players. We do it in a very authentic way. And so what we want to make sure is we want to find that brand, that athlete, that authentically meets that, or matches up with that athlete and brand. And then we create the platform for them to be able to tell the story through a number of different verticals that we represent.”

On keys to reaching an esports audience (12:44)

Ashbrook: “To speak to this audience, it’s all the more important to tell those authentic stories and be genuine. As I’m sure you guys all know, the Reddit channels, the Discord channels, Twitter, the streams themselves, if a brand tries to come in here and is disingenuous and it doesn’t understand the community and the way the live stream world works right now, they will bite you. They are so reactive and they have the resources to make big statements. So speaking to this community in an authentic way is so, so important.”

On college athletes maximizing their NIL rights in the near future (34:30)

Jones: “In the content space specifically, there’s obviously the scale kind of group licensing opportunities, but I think the more kind of regional opportunities with specific athletes, certainly with some of the higher revenue generating sports, it’s something that I hope and expect to see a lot more of, especially as it relates to partnering with brands.”

Biggest lessons learned since the beginning of OneTeam Partners (54:45)

Domain: “Just be patient, and to look back after a full year and then learn what we’ve learned, I’ll steal from our CEO, it’s better to be lucky than good. I think this sort of move into esports was something that everybody was very bullish on. And then with COVID everything happening in the last six months, that looked really smart. And what it really was just sort of good timing on our side.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Las Vegas Aces center A'ja Wilson (22) celebrates with her teammates after her last second shot to take the lead 90-88 against the Phoenix Mercury in Game 3 of the WNBA Finals at Mortgage Matchup Center in Phoenix on Oct. 8, 2025.
exclusive

Standoff Over WNBA’s Future Has Dominated Finals

CBA negotiations have stolen the spotlight from the Aces’ dominant performance.
Sep 27, 2025; Evanston, Illinois, USA; UCLA Bruins quarterback Nico Iamaleava (9) passes the ball against the Northwestern Wildcats during the first half at Northwestern Medicine Field at Martin Stadium.

Big Ten Vote on Investment From California Pension Expected

A vote is expected to happen as early as next week, FOS confirmed.
Oct 9, 2025; Rosemont, IL, USA; Big Ten Commissioner Tony Petitti speaks during Big Ten MenÕs Basketball Media Days at the Donald E. Stephens Convention Center.

In an Expanded March Madness, Big Ten Favors Straight Seeding

Discussion around expanding the tournament continues to escalate.
Congresswoman Lori Trahan talks with people outside the Shriver Job Corps Center in Devens June 18

Congresswoman Says College Sports Commission Process Is ‘Harming Athletes’

The CSC’s process is “slow, inefficient, and inscrutable,” Rep. Trahan said.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
FIFA

Saudis Awarded 2034 World Cup in Uncontested Vote

Saudi Arabia was the only option after Australia decided not to bid.
May 20, 2024

Top Sports Business Jobs This Week (May 2024)

Each week, our staff combs through the thousands of job listings from…
The stands at the Solheim Cup
September 13, 2024

LPGA Apologizes for Solheim Cup Fan Bus Debacle That Left Stands Half-Empty

The USA-Europe women’s team golf event teed off Friday morning.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
October 3, 2022

Real Madrid President Renews Call for Super League

Real Madrid’s president believes that soccer is losing ground.
August 10, 2022

PGA Tour Touts Projected Earnings to Keep Players

The PGA Tour is asking its players to consider their potential futures.
August 10, 2022

Bayern Munich to Make Growth Push in U.S. Market

Bayern Munich is looking to expand its reach in the U.S.
Nintendo-logo
August 3, 2022

Nintendo Profits Underwhelm, Switch Sales Decline

Nintendo failed to meet expectations in the company’s latest earnings report.