LVIII, the game-day drama will momentarily pause as his set gets the full spotlight. But for those in the stadium and watching at home, music is hardly confined to that midgame interlude.
Increasingly, leagues are collaborating with athletes to bring them off the field, court or ice and into the music world. MLB recently tapped Texas Rangers shortstop Corey Seager to present at the Country Music Association Awards.
But Stephanie said something important: Where we’ve found the most success is the passionate fan. They’re the ones that become all-in, and when you catch them early in their career and then they emerge, they remember where they got their start. Tate McRae was somebody who three years ago came to us and said, “I’m a hockey fan, could you ever use me?” We started using her. We worked with her at our All-Star Game . Those are the relationships we try to build.
I also know that when we look at who I take my cues from of what’s relevant, what’s cooler than professional athletes in their 20s? They have their fingers on the pulse of what’s happening in culture. If it’s playing in locker rooms and they’re listening to it during their personal time, it’s probably going to resonate with our fans of a similar age group.
When I first got to the NHL, it was hard to book anybody to do one of our events. Now I get phone calls from labels, agents managers. We all have made music in sports so much bigger than it used to be, and we have become a big opportunity that a lot of artists want to put on their résumé. That’s something that I’ve seen change pretty dramatically in my years .
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