Underscore Talent, launched in 2021 by entertainment industry pioneers Reza Izad, and Dan Weinstein, is a next-generation management company, dedicated to helping a diverse group of talent leverage today’s “attention economy” to build long-lasting and lucrative careers. The mission of Underscore Talent, a division of TheSoul Publishing, is to bridge the gap between digital creators and traditional media, ensuring that their clients can navigate the rapidly evolving landscape of entertainment and sports with innovative strategies and authentic partnerships​

Abe Santos joined Underscore Talent nearly two years ago as Partner and Head of Sports and Outdoor Lifestyle, bringing a wealth of experience from his tenure at YouTube, where he orchestrated strategy for the platform’s top creators.

His move to Underscore aimed at spearheading the agency’s sports division with a clear vision: to redefine the branding landscape within the sports and outdoor lifestyle sectors through the power of influencers and digital marketing. “We saw an opportunity to build brands and forge partnerships that leveraged the massive followings of influencers, creating new avenues for engagement with sports organizations and brands alike,” Santos explains. 

“The convergence of sports, lifestyle, and digital influence is creating unprecedented opportunities for our clients and reshaping the way we think about engagement and brand building”, he elaborates. 

The Evolving Role of Digital Content Creators in High-Profile Sports Events

“The impact of digital influencers on events like the Super Bowl grows exponentially each year,” Santos begins. This growth isn’t just speculative; it’s evidenced by the tangible success stories emanating from partnerships that bring digital creators into the fold of major sports marketing campaigns. “Seeing the success that comes from integrating influencers with the NFL’s initiatives underscores the value they bring to sports marketing”, he says, highlighting the synergy between the NFL and platforms like YouTube as a prime example of this evolution. 

“In the context of the Super Bowl, what we’re seeing is a strategic evolution,” Santos explains. Brands are no longer relying solely on traditional advertising avenues but are increasingly integrating influencers into their campaigns, leveraging their reach across platforms like Instagram, TikTok, and YouTube. This strategy is about creating a narrative that intertwines the excitement of the Super Bowl with the authenticity and relatability of influencers’ content.

Santos believes this burgeoning relationship between sports organizations and digital influencers is not a transient trend but a cornerstone of future marketing strategies. He envisions a future where influencers’ roles in sports events will continue to expand, driven by their proven success in enhancing fan engagement and broadening the reach of sports marketing campaigns. “We’re witnessing a major shift,” he asserts. “Both from the league’s perspective, which is increasingly embracing digital creators, and from brands that recognize the immense potential influencers have in reaching and resonating with diverse audiences.”

The Power of Content Formats in Audience Engagement: Abe Santos’s Perspective

“Short form is probably the most easily digestible,” Santos begins, emphasizing its effectiveness in achieving significant success in terms of audience engagement and brand visibility. The format’s ability to convey messages quickly and engagingly makes it a powerful asset for brands aiming to capture the fleeting attention of viewers, particularly during major events like the Super Bowl, where competition for audience engagement is fierce.

Santos also acknowledges the unique value of long-form content in certain contexts. He cites the NFL’s strategy of inviting creators to film day-in-the-life vlogs at the Pro Bowl as an example of long-form content’s ability to offer deeper, more immersive experiences. “These creators are being seen by hundreds of thousands if not millions of people,” he explains, highlighting the potential of long-form content to provide an inside look at events, foster closer connections with audiences, and bring new visibility to traditional sports events.

Moreover, Santos believes that the measurable aspect of digital content offers brands a clear insight into their campaign’s reach and impact. Unlike traditional advertising, short-form content provides concrete metrics, allowing brands to gauge the success of their efforts with precision. “It’s a shift towards more intelligent, effective, and measurable marketing,” he states. “Brands that leverage the power of short-form content are not only adapting to the digital age but are setting themselves apart in a crowded marketplace.”

Leveraging Influence for Super Bowl Success: Underscore Talent’s Strategy

One standout example Santos highlights is the collaboration between Alan Chikin Chow and Nickelodeon, for a unique Super Bowl campaign. This partnership leveraged the massive following of Chikin Chow and the creative synergy between the NFL and Nickelodeon, aimed at captivating a younger audience with inventive content strategies, such as incorporating Nickelodeon’s iconic slime into NFL games. “It’s not just about whether Alan is the biggest football fan,” Santos explains, “but about his ability to draw eyes to the Super Bowl, showcasing the power of influencers in attracting diverse audiences.”

Santos articulates that the essence of these collaborations lies in achieving two primary goals: increasing sales and enhancing brand visibility. The Super Bowl, with its unparalleled reach, offers an ideal platform for achieving these objectives. “What the NFL and Super Bowl facilitate is a significant increase in visibility, which naturally translates into higher sales, more popularity for the sport, and a broader audience for the products being promoted,” he notes.

Looking ahead, Santos predicts an increasingly significant role for creators in enhancing the Super Bowl’s allure and extending its reach beyond traditional boundaries. “I see the immersion and integration of creators just getting bigger and bigger,” Santos remarks, pointing to the proven success of leveraging influencer power to draw attention to the Super Bowl.

Crafting Authentic Content for Super Bowl Partnerships: Insights from Abe Santos

“The reason a brand comes to one of our creators is because they appreciate how the creator does something,” he explains. This recognition of a creator’s unique appeal is critical in formulating content that resonates with their audience while aligning with the brand’s marketing goals. “We’re being as organic as possible,” he says.

The ultimate aim of these partnerships, as Santos outlines, is to achieve a return on investment for both the brand and the creator, whether through sales, visibility, or brand loyalty. Success in this context is measured not just by quantitative metrics but by the quality of engagement and the authenticity of the content produced. “Let us be real,” Santos advises, advocating for an approach that respects the creator’s integrity while delivering on the brand’s marketing objectives.

Santos also emphasizes the importance of aligning campaign strategies with the specific goals and expectations of brands, “A lot of it comes down to what the brand is looking for,” he notes, pointing out that understanding a brand’s KPIs is foundational in proposing suitable influencer partnerships. “Sometimes they don’t necessarily know what they want,” he remarks, capturing the ambiguity that can sometimes cloud campaign objectives. Underscore Talent navigates these challenges by maintaining open lines of communication and fostering a collaborative relationship between brands and creators. 

Strategic Pathways for Creators Eyeing Super Bowl Partnerships

For creators desiring to collaborate with entities like the NFL, Santos advises proactive engagement in relevant opportunities well before the event. “Let’s get you out to a football game during the season, film some content at the field or with an athlete,” he suggests, emphasizing the need for creators to immerse themselves in the experience and demonstrate their genuine interest and capability in producing content that aligns with potential brand partners.

When it comes to integrating specific brands into their content, Santos encourages creators to brainstorm creative ways to organically include these brands. For instance, “Oh, so-and-so loves Cheez-Its. How do we effectively incorporate Cheez-Its into our strategy that makes sense for the Super Bowl and for Cheez-Its?” This approach involves developing pitch ideas that not only highlight the creator’s ability to uniquely promote the brand but also ensure that the collaboration feels natural and authentic to their existing content style.

Santos encourages creators to plan ahead, gradually building content that can organically lead to potential partnerships in the future. “Think about some content that makes sense, that we can kind of build up something little by little organically.”

The Expanding Influence of the Creator Economy in Media and Sports

“There’s no slowing it down. It continues to multiply and exponentially increase, year over year,” Santos says, pointing to the undeniable momentum of the creator economy. He highlights Formula 1’s strategic dive into social media as a prime example of this shift, noting, “F1 has really dove into the social media influencer empire, and they’ve grown like crazy.” This move not only showcases the potential for digital platforms to attract a global audience but also revitalizes traditional sports through innovative engagement strategies.

Similarly, Santos also refers to NASCAR’s initiative with its Netflix series “The reason that they’re doing that is because they’re trying to create more social media stars, trying to get more people involved,” he explains, underlining the strategic intent behind leveraging digital content to enhance sports’ appeal.

“I think everybody sees the benefit of it,” Santos says, suggesting a future where the integration of creators becomes even more central to sports marketing and engagement strategies.

Santo’s Vision On The Future of the Creator Economy

“I’m super excited about the future,” Santos states, “We’ve set ourselves up for success in this sports space because we understand the landscape of how sports and entertainment and digital media are all seamlessly blending.” This understanding has propelled Underscore Talent to significant achievements, especially in the realm of sports, where the agency continues to foster growth and innovation.

Santos emphasizes the importance of enabling creators to engage in genuine collaborations, “We’re helping our creators to do partnerships in a very organic way.” This approach not only benefits the creators but also demonstrates to brands the invaluable impact of working with influencers to reach and resonate with diverse audiences. He believes that by embracing the dynamism of the creator economy, the agency is not just navigating the present landscape but is actively shaping the future of how brands, creators, and audiences interact in the ever-evolving world of sports and entertainment.