October!! The “sports equinox,” “ultimate sports month,” and peak TV season are happening as we speak. The MLB playoffs and WNBA playoffs are underway, the NHL season is kicking off, NFL and college football are in full swing, and the NBA preseason has begun. There is a LOT happening in the sports world right now.
But beyond the games, the highlights, and the endless debates about who is the best, there are a few lessons we can take from the athletes, teams, and organizations we spend so much time watching.
1. Show up the same way these athletes do.
The professional athletes we watch and critique have worked day in and day out for years to get where they are. They've failed, made mistakes, wanted to quit, dealt with injuries, and faced setbacks. But they continue to show up, put in the work, and find ways to get 1% better.
Marketing and business aren't any different. When you've heard “no” day after day, a campaign doesn't perform the way you hoped, or you can't seem to get anything right, it's easy to get discouraged. But those moments are often the ones that build you into the professional you want to become.
2. Get creative with your engagements, posts, and campaigns. Take risks.
Marketing can get a little cookie-cutter. We find something that works, repeat it, and sometimes forget to ask whether there's a better or more creative way to do it. But where's the fun in that?
Look at the sports world. Teams are constantly finding new ways to engage fans, from social media trends and behind-the-scenes content to unique game-day experiences and creative merchandise. They're not just selling tickets or promoting a game; they're building a connection with their audience.
Try a new reel, test a different campaign, or take a creative approach with your next promotion. Start with one new idea and see where it takes you. The goal isn't to be different just for the sake of being different. It's to find new ways to connect with the people you're trying to reach.
3. No one wins alone.
As much as we love to celebrate the star player, championships aren't won by one person. Behind every big play is a team of coaches, trainers, teammates, and support staff who helped make it happen.
The same is true in marketing. A great campaign might have one person presenting the idea, but it takes collaboration to bring it to life. From the sales team sharing customer insights to vendor partners helping source the right products, designers creating the visuals, and operations making sure everything gets where it needs to go, everyone plays a role.
Some of the best ideas come from conversations with people who see things differently than you do. Ask questions, share ideas, lean on your team, and give credit where it's due. You don't have to be the person with every answer to make a meaningful impact.
The bottom line?
October gives us plenty to watch, debate, and cheer for, but it also gives us a few reminders worth carrying into our own work. Show up, keep getting better, don't be afraid to try something new, and remember the people who help you along the way.
You might not be playing under the lights in a packed stadium, but you still have opportunities to make an impact every day.
Kate Murray is the Communications & Public Relations Specialist at American Solutions for Business, a 100% employee-owned distributor. Since entering the promotional products industry in 2024, she has found a passion for connecting people through storytelling and shared experiences. She is actively involved in UMAPP, serving on committees and helping launch the Young Professionals Committee. Kate thrives on the people-first nature of the industry and the relationships that fuel it. In her PromoJournal column, expect a sports-inspired perspective, where lessons from competition, teamwork, and the fan experience often intersect with marketing and business.