This year, it seems like every company is trying to get involved in sports. It had us wondering, is there really an increased interest in sports or is this a perceived growth we’re seeing on our own feeds? We brought in sports marketing expert and Director of Content Strategy for William Raymond Communications, Shahob Mehr, to answer our questions.  Shahob shares his journey from being a student, to getting a seat at the table in this incredibly competitive industry. He unveils the hidden layers of the sports industry, exploring topics like: the art of creating compelling social media pathways for athletes and how to build rock-solid relationships. And, he answers our big question: Do all companies need a sports partnership? Learn more about Shahob: Follow Shahob on Instagram: https://www.instagram.com/shahobmehr/ Follow Shahob on LinkedIn: https://www.linkedin.com/in/shahobmehr/ William Raymond Communications: https://www.william-raymond.com/ Subscribe to Arcade’s Newsletter, SCAN 👀 CLUB: https://www.arcadearcade.ca/scan-club  Show Notes: 02:50 - How Shahob got started in such a competitive industry. 06:28 - What it’s like being in the room with such elite athletes. 07:15 - Going from green in the industry to running the NFL’s Snapchat early in Shahob’s career. 08:30 - Getting the fear out of the way early in your career. 18:10 - Is Shahob noticing a growing interest in sports? What opportunities should marketers be paying attention to in 2024?20:22 - How Shahob and his larger team help athletes figure out what their digital footprint should be. 25:03 - What does the content cycle look like for athletes? How involved are they?26:30 - Why LinkedIs is one of Shahob’s favorite platforms right now.33:35 - Advice for brand managers looking to build relationships with athletes. 34:51 - Who is making waves and why?35:50 - Athletes that left a lasting impression on Shahob. 38:20 - How to connect with Shahob. Waves Podcast with Mike (@mmmiiike) and Mitzi (@mmmitzi).  For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ Waves with Mike (@mmmiiike) and Mitzi (@mmmitzi). For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/ S6 - present Production by Morgan Berna, editing by Harrison Neef.