It was the sponsorship content the public didn’t know it needed, until Flavor Flav hit the Olympic social media feeds.
The co-founding member of Public Enemy was an early highlight of the 2024 Paris Olympics, as his sponsorship of the U.S. women’s water polo team brought interest and energy to a sport that treads under the radar despite international success.
That’s right, hip-hop’s most legendary hype man is now the official hype man for USA Water Polo.
The Backstory
On May 4, 2024, USA Water Polo Women’s National Team Captain, Maggie Steffens, posted on Instagram about her excitement for the Paris Olympics. While encouraging new fans to check out the sport, she also noted that many of the athletes on the national team had to take second and third jobs to make ends meet—including paying for expenses related to representing the U.S., like travel costs, nutrition and training.
The post caught the eye of Flavor Fav’s manager, and a seemingly unlikely partnership grew from there.
On July 1, USA Water Polo announced a five-year sponsorship deal, making Flavor Flav the official hype man of the women’s and men’s national teams. While financial details were not disclosed, it’s been a win all around for the governing body, its athletes and the rap star in terms of positive media exposure and social media engagement.
There is only one Flavor Flav, but his activation with USA Water Polo provides a few key lessons for any company looking to grow its brand through meaningful sports sponsorships, including leaning into the pillars of authenticity and commitment with a hype mindset.
Be Authentic and Genuine
In the official press release, Flavor Flav calls himself a “girl dad and a champion of all sports,” and through his interactions both in TV interviews and on social media his sincerity shines through. While the partnership is unorthodox in the usually buttoned-up world of Olympic corporate sponsorship, his engagement feels authentic, as does his respect for the sport and the athletes.
Fans, and particularly fans of women’s sports, can spot a bandwagonner. A sponsorship doesn’t need to draw a straight line from the sport to a business, but the connection or interest should be genuine. Did employees at the company grow up playing the sport? Was the brand drawn in because of a social post by an athlete? Did someone in leadership catch a game on TV or in-person and were inspired to become part of it?
The backstory of a sponsorship has the potential to resonate with fans, creating connections and generating loyalty.
Be Committed
Being in Paris for the Olympics is all fun and games, but this is more than just a one-off splashy play. The announced five-year deal is structured to take USA Water Polo through the next Summer Olympics in Los Angeles. The length of the agreement shows commitment from Flavor Flav and feeds into the authenticity of the sponsorship. It’s not just about the flashiness of the Olympics or contingent upon a gold medal. It’s about an investment that grows the sport and provides some stability to the athletes and the organization.
A company doesn’t need a five-year plan, but building fan engagement and loyalty means showing up for more than just the big events and only backing champions. Look for ways to structure the sponsorship that creates sustainability. It's more beneficial to the sport and athletes, and helps a company cultivate meaningful engagement with fans.
Be a Hype Star
Part of the uniqueness of the Flavor Flav-USA Water Polo partnership is in the name. The sponsorship names him the official "hype man" of U.S. Water Polo Women and Men’s National Teams—a fitting moniker as Flavor Flav’s celebrity and persona naturally lend to an engaging social media (and real-life) presence.
But you don’t need influencer status to hype a sponsorship.
Anyone can bring a "hype" mindset to sponsorship activations through creativity and consistency on social media. Repost highlights. Interact with the team and players. Offer good luck and congratulatory posts. Offer to sponsor an award (best teammate, community service leader, most improved, etc.) for the team’s top players. Engaging on social media not only builds connection to fans, but it demonstrates the authentic nature of your sponsorship.
And speaking of authenticity—be yourself. You don’t need to recreate a Flavor Flav moment from the Olympics in a sponsorship activation. But a brand can have fun, be creative, and have the company’s personality shine through.
The partnership between USA Water Polo and Flavor Flav provides inspiration for companies to think outside the box when it comes to activating their sports sponsorships. The bottom line? Let a genuine love of the game be your guide.
Amy Moritz, former sports reporter at The Buffalo News, is a Public Relations Manager at The Martin Group and author of the content series “She’s Got Next.”