Insights by Stefan Pollack from The Pollack Group our Partner in Los Angeles, California, USA
Los Angeles is about to tell its most ambitious story yet: not through film or television, but through sport.
From the 2026 FIFA World Cup to the 2027 Super Bowl and the 2028 Olympic and Paralympic Games, Los Angeles is about to become the epicenter of global storytelling. But for professional communicators, this moment is about far more than halftime shows and brand activations. It’s about how we, as an industry, will use this unprecedented spotlight to redefine what relevance, authenticity, and connection look like in the modern era.
Sports as the Mirror of Society
The 2026 USC Annenberg Relevance Report offers a clear message: sports have evolved from entertainment to expression. It is where conversations about equity, identity, and purpose unfold in real time. As Fred Cook, Director of the USC Center for Public Relations, writes, “sports are no longer a distraction from the world’s problems; they are a reflection of them.”
In Los Angeles, that mirror grows even sharper. With the city’s cultural diversity, creative industries, activist athletes, and passionate fans, communicators have a unique platform to move storytelling beyond promoting events, toward genuinely connecting people through shared values. This pivotal role sets the stage for the next evolution in communication: authentic storytelling in women’s sports.
Women’s Sports and the Power of Authentic Storytelling
The report highlights one of the fastest growing and most transformative areas in the industry: women’s sports. Audiences are rallying behind women athletes not just for their performance, but for their authenticity.
Unlike traditional marketing models, women’s sports storytelling thrives on transparency and inclusion. It’s a reminder that fans today don’t just support teams, they support truth. For communicators, this means a shift in mindset: success comes from elevating voices, not controlling them. Brands that invest early in these narratives, rooted in humanity and representation, won’t just earn awareness; they’ll earn trust.
The Business Is the Game
Sports have always been a business. But now, communication is the business. The report underscores that major events like the Olympics and World Cup are not just cultural moments; they’re global economies of attention. Every conversation, sponsorship, and viral moment contributes to brand equity. That means PR and marketing leaders aren’t just support players anymore; they’re architects of commercial success.
Communicators who thrive now balance business strategy with empathy, measuring impact in both market share and meaning. As we witness these industry changes, a new challenge and opportunity emerge redefining the storyteller itself.
Athlete-Owned Media: The Rise of the Direct Storyteller
One of the most profound shifts in modern PR is the rise of athlete-owned media. Today’s players are not just spokespeople; they are content creators, producers, and community builders.
For communicators, this evolution redefines partnership. Athletes don’t need brands to speak for them; they need brands that align with their purpose. Agencies and corporate teams that approach athletes as co-authors rather than endorsers will be the ones who break through.
This approach is especially relevant in Los Angeles, where storytelling and celebrity culture intersect. The most powerful stories, whether player-led podcasts, YouTube series, or grassroots digital campaigns, will come directly from the source, setting the stage for the city’s unique opportunity on the global scene.
The L.A. Opportunity: From Local to Global
As a communications professional based in Los Angeles and as someone who teaches the next generation of PR students at USC Annenberg, I see this decade as a defining test for our industry.
The global spotlight will soon challenge every brand, agency, and organization to operate with clarity and conviction. We must now move beyond transactional publicity toward purpose-driven communication, the kind that builds community and legacy. This is the challenge Los Angeles must rise to meet.
When the cameras leave and the confetti settles, what will remain are the stories that made people feel something real. The world doesn’t need another ad campaign. Now more than ever, it needs narratives that unite, inspire, and endure as the new era of sports storytelling begins.
How Communicators Can Prepare for L.A.’s Sports Decade
Here’s what professional communicators, especially in Los Angeles, should be doing now to get ready:
- Start Now, Not Later: Build visibility and reputation systems ahead of the global events. Implement stakeholder mapping to identify and connect with key influencers and partners early on. Establish a consistent owned-media cadence to regularly engage your audience with relevant and compelling content. Cultivate community partnerships to strengthen local ties and amplify your messaging. By the time the torch is lit, the groundwork for storytelling should already be in place.
- Invest in Legacy, Not Moments: Design campaigns that have post-event impact, community uplift, sustainability, and social progress.
- Elevate Diverse Voices: Representation is not a checkbox; it’s a strategic advantage. Ensure the voices telling the stories reflect the audience listening to them.
- Bridge AI and Humanity: Use data to understand audiences but let human empathy drive the narrative.
- Train for Agility: Every major sporting event brings risk and unpredictability. Scenario planning and crisis readiness must be part of the playbook.
Final Whistle: The Game Within the Game
Los Angeles isn’t just hosting the world; it’s redefining how the world connects. The Relevance Report reminds us that sports will always be a mirror, reflecting who we are and who we aspire to be. As communicators, we have the power to shape that reflection. At The Pollack Group and in my classroom at USC, we teach that storytelling is a strategy. The question every communicator should be asking as we approach this historic decade is: When the world comes to Los Angeles, what story will we tell, and will it be worth remembering?
