Sports have always been part of who we are at CTP. But the game keeps changing – new platforms, new audiences, new expectations. To help brands stay smart, stand out, and make real impact, we’re proud to name Lexi Panepinto as the new leader of the next generation of our sports vertical. In a recent conversation with Lexi, we explored the challenges, trends, and bold ideas shaping the future of sports.
How did you first become involved with sports marketing?
I like to say it’s been a lifelong journey. Sports have always been part of my world. I grew up in a sports family, played multiple sports with my twin sister, and went on to play Division I soccer at Colgate.
After college, I knew I wanted sports to be central to my career. While working my first PR job in healthcare, I found my way onto the Boston Bruins communications team – handling media credentials, stats, and pressers – which gave me a front-row seat to how a pro team really operates. Eventually, I joined CTP, which had already done incredible work with the Red Sox, Breeders’ Cup, and other major sports brands. Over the past five years, I’ve helped grow our sports practice and now lead it as one of our core business areas.
You absolutely don’t need to have been an athlete to work in sports marketing, but I do think it helps. When you’ve lived it, you understand how to tap into the mindset of the industry’s key audiences – and tell stories that truly resonate.
Was there a turning point or moment early in your career that shaped how you think about sports and storytelling?
I’ve always been a huge fan of The Players’ Tribune. When Kevin Love published his article, “Everyone Is Going Through Something,” it really struck a chord with me. I loved the rawness, the realness, the authenticity. Around the same time, I wrote my own piece, ““Without The Game,” about the mental and emotional transition after sports. To my surprise, it resonated widely – shared by Olympians, sportswriters, even Lee and Bob Woodruff.
That experience cemented what I believe is the golden rule of sports marketing: authenticity wins. The best stories, partnerships, and campaigns are the ones that feel real and human. Understand what makes people tick, then find a genuine and human way to connect.
What’s been your favorite project or campaign you’ve worked on?
That’s tough – there have been so many rewarding projects. But, my recent work with Christine Brown & Partners, a law firm focused on empowering and protecting athlete rights, stands out. It resonates with me and is something our team has built from the ground up with Christine. She came to us with an idea and we helped her bring it to life – from the name, brand design, and messaging to establishing her digital presence, which has helped drive in several clients in just the first few months. It’s an incredible example of passionate, smart people coming together to make a real impact.
An honorable mention goes to a Super Bowl activation I concepted for a sports wagering startup a few years looking to break through during the Super Bowl. We knew we had to be clever, bold, and culturally relevant, so it started as one of those “Hey, what if we…” ideas that took on a life of its own: a THC-infused chocolate Lombardi Trophy, a playful nod to California fans who could legally smoke cannabis but not yet bet on the game. It was set to headline a cannabis lounge party near SoFi Stadium with the tagline “A victory you can actually taste.” We even mapped out potential engagement with Snoop Dogg, the halftime performer and an unapologetic cannabis connoisseur. It pushed the envelope, and though it never launched, it remains one of my favorite examples of creative freedom at its best.
Which project challenged you the most—and what did you learn from it?
The most challenging projects are usually the ones where the landscape itself is shifting beneath you. In sports marketing, that’s practically the norm. Whether it’s sports wagering, college athletics, or sports media, the rules and regulations are constantly evolving. Staying ahead means helping clients remain both innovative and protected.
I’ve learned that agility is everything – understanding how change impacts not just your client, but their consumers and the broader culture.
What are the biggest shifts you’re seeing in the sports industry right now?
Recently, I wrote a blog about this, which you can read here. I also share thoughts like these every week on LinkedIn!
How do you see women’s sports and storytelling evolving in the next few years?
This is one of the most exciting areas in sports right now. We’re seeing audiences deeply connect with female athletes, not just because of their performance, but because of their relatability. Here are some things to consider:
- Consumers are 2.8 times more likely to purchase products recommended by female athletes compared to other influencers (Parity Now)
- Fans of women’s sports are 45% more likely to consider or purchase from a brand sponsor compared to men’s sports fans (The Collective at Wasserman + RBC)
- Consumers reported a higher level of trust in female athletes (Parity Now)
Athlete-led storytelling is at the center of that. Female athletes are building their own brands through platforms like TikTok, Instagram, and YouTube, becoming creators in their own right. They’re shaping the narrative, not waiting for media or brands to do it for them.
This opens the door to more natural, meaningful brand partnerships – especially with lifestyle, wellness, and social impact brands that are typically more geared towards women’s audiences. We’ve already seen great examples through collaborations with Fenty, Sephora, and others.
Ultimately, women’s sports storytelling is evolving toward ownership and authenticity – and that’s something I’m incredibly excited to see (and support) in the years ahead.