Sports, Entertainment & Culture
A sports and entertainment marketing agency built for the audiences shaping CULTURE.
The Sax Agency helps teams, leagues, artists, and culture brands connect with multicultural audiences, the fans and communities increasingly driving viewership, loyalty, and growth.
Why This Matters Now
Multicultural audiences aren’t a niche. They’re the future of FANDOM.
The makeup of the crowd is changing, and the brands that see it first win. Reaching them takes more than a logo on a jersey or a translated tagline, it takes cultural fluency: knowing the difference between showing up in a community and being claimed by it.
of the NBA postseason audience is Black, the highest concentration among major U.S. sports
is Asian, a “critical growth audience for brands,” per Nielsen
spike in AANHPI viewership Shohei Ohtani drove in the 2025 MLB Tokyo Series
Source: Nielsen, Tops of Sports 2025.
What We Do
Built to bring an audience CLOSER.
For teams, leagues, athletes, and talent, built on who the audience actually is.
Proof
Trusted by the teams and brands defining CULTURE.
NFLPA, DRIVEN
Built the brand for the players’ association accelerator, and stayed on to support it.
Memphis Grizzlies · Golden State Warriors
Strategy, marketing, and digital with two NBA franchises.
LA Opera
Designed the ambassador program that brought new audiences into a legacy institution.
Universal Music Group
Culture-forward design for global music teams.
Documented reach/growth/engagement results to be confirmed per engagement before launch.
Bring your audience closer.
Tell us who you’re trying to reach. We’ll show you how we’d earn them.