Lauren Hartstone (Sibling Rivalry) on the Future of Sports & Entertainment Branding

Lauren Hartstone didn’t grow up glued to sports broadcasts — and maybe that’s exactly why she has become one of the most exciting voices in sports branding today. With over 20 years of experience and an Emmy nomination, she is Partner and Executive Creative Director at Sibling Rivalry, the Emmy-nominated creative powerhouse known for reshaping the way we experience brands in entertainment, tech, and sport. On November 10th at the ADC Digital Conference in Düsseldorf, Lauren will share her vision of the future of sports and entertainment branding.   

Merging Branding and Storytelling 

When Lauren joined Sibling Rivalry a decade ago, she did so with a clear mission: to merge branding with storytelling in a way that feels alive and deeply emotional. 

“Brands that are alive and rooted in emotive storytelling resonate more deeply.” 

The studio’s culture — buzzing with passion for design, sport, music, art, and film — became the perfect playground for this creative fusion. It’s no surprise that Sibling naturally found itself at the intersection of sport and entertainment. 

A Fresh Eye on Sports 

Ironically, Lauren didn’t grow up as a sports fan. Yet her outsider’s perspective has proven invaluable. Where U.S. sports graphics often felt “overwhelmingly large, shiny, and 3D,” Lauren saw an opportunity to bring sophistication, clarity, and beauty into the arena. 

“Audiences deserve more sophistication, clarity, and beauty.” 

And with the sports world transforming — younger audiences, more women tuning in, fashion and design entering the space — she’s inspired by the cultural momentum.

“I want to be part of this journey,” she says.   

Capturing the Energy of Live Sport 

How do you translate the energy of a live game into design systems that work across every platform? 

For Lauren, the answer lies in tapping into the essence of sport itself: fandom, humanity, emotion, culture, and localization. 

“Typography, color, photography, film, and motion behaviors will never let us down if we use them expressively and with purpose,” she explains. 

The goal: identity systems that feel immediate and alive, wherever fans encounter them. 

From Sponsors to Cultural Participants 

Sports branding is no longer about logos on jerseys. The most impactful brands today act as cultural participants, finding authentic ways to connect with fans. 

Lauren points to athletes as style icons, fashion brands collaborating on tunnel walks, and purpose-driven partnerships such as State Farm and Ally Bank addressing pay equity. Even dating apps like Bumble and beauty brands like Sephora are showing up in sports spaces, expanding their audiences through purpose-driven engagement. 

“It’s about participation, not placement — and the opportunity for brands to make a real impact is massive.” 

Building Flexible Systems 

In a world where fans remix and reinterpret brands in real time, flexibility is key. 

“Core brand elements need consistency,” Lauren says, “but the best brands are built to flex and personalize.” 

This balance keeps brands unique, engaging, and fun — ready to live across platforms and in the hands of their audiences.  

From Titles to Identities 

Lauren’s roots in title design at Imaginary Forces also continue to shape her creative process. Titles are, as she calls them, a “pure form of storytelling” — a way to capture mood and emotion instantly. 

She brings that same philosophy into brand identities, using conceptual visual metaphors and unexpected entry points to connect on a visceral level. 

Looking Ahead 

For Lauren, the most exciting part is what comes next. 

AI will change how we experience streaming sports — from insert graphics to hyper-tailored, localized content. The audience is shifting too: casual fans are just as important as avid ones, and the integration of music, fashion, and design into sport will only grow. 

And then there’s youth sports, which she believes will play an increasingly pivotal role in brand partnerships and in shaping the next era of sports culture. 

„The next era of sports and entertainment branding will be shaped by culture, technology, and audience engagement — it will look very different from the last.“ 

Her keynote at the ADC Digital Conference will open a window into that future — one where sports and entertainment branding becomes more human, more cultural, and more alive than ever. 

👉 Ready to get inspired? Join us on November 10th in Düsseldorf and experience Lauren Hartstone live on stage at the ADC Digital Conference.