In January 2026, (add)ventures was proud to host Sports Marketing: Real Plays, Real Impact, a panel discussion presented in partnership with the Association of Marketing Professionals of Rhode Island (AMP-RI). The conversation brought together leaders from collegiate athletics and major brands to explore how sports marketing is evolving and what it takes to create meaningful, high-performing partnerships in today’s fast-moving sports media landscape.

Moderated by Joe Kayata, Director of Communications at (add)ventures, the panel featured Steve Napolillo, Vice President & Director of Athletics at Providence College; Tory Pachis, EVP and Chief Marketing Officer at Amica Insurance; and Beth Dubuque, who leads sports sponsorship and strategy at FM (formerly FM Global). The discussion reinforced that sports marketing is no longer just about visibility; it’s about relevance. The sports marketing playbook is being rewritten. Fan expectations are changing. The rapid growth of women’s sports and the rise of athlete-led storytelling are reshaping the landscape, and in college athletics, NIL (name, image, likeness) has accelerated the shift, pushing brands beyond the old sponsorship formula. Panelists explored what makes partnerships work today: authenticity, aligned values, long-term thinking, and a clear understanding of what fans actually care about. The strongest message was also the simplest: brands earn loyalty through presence and participation.

(add)ventures is grateful to AMP-RI and the panelists for a conversation that challenged the room in all the right ways. If sports marketing is evolving this quickly, the most important question may be what brands do next to keep up with the people they are trying to reach. Watch the full conversation to hear how today’s leaders are thinking about sports, storytelling and what it takes to build trust with audiences who have more choices than ever.