Why Sports Organizations Need Intentional Sound Design

My first All-Star Weekend was an experience I won’t forget. I’ve always been drawn to the energy of sports events and the crowds they bring. But as I’ve grown in my understanding of journalism, marketing, and audience behavior, the way I experience these environments has changed. I now notice not only what teams execute well, but also what may be missing. As someone who values music and live environments, I’ve come to believe there’s still a gap in how sports organizations approach sound. Too often, music fills silence rather than actively shaping the experience.

Almost everything within these environments can be studied. As someone who studies music, I have seen the role it plays in culture; that includes its role in sports. While there are some teams that have their own distinct vibes and certain songs that are used for various experiences within sports, I believe there is still more to it. While some organizations and professionals have begun to explore intentional music curation within sports, these efforts are not always standardized or fully integrated into the overall game-day experience.

In many cases, music remains situational: used for specific moments rather than developed as a cohesive, culturally aligned strategy that reflects team identity, player influence, and audience engagement across environments.Different cities and different players produce different energies. A home game for certain teams may carry a distinct atmosphere shaped by the culture of the city, fanbase, and the environment. Music has the potential to amplify or dilute that identity. Many arenas relying on generalized playlists miss opportunities to align sound with place.

In many creative industries, there are designated roles for shaping experiences. However, within sports, music is often treated as a supporting element rather than a strategic one. There is an opportunity to further formalize and expand roles focused on cultural sound design. These roles could enhance production teams by bringing intentionality to how music is selected and implemented based on team identity, location, audience behaviors, and player profiles. Instead of treating music as a filler to silence, it could be approached as an integral part of storytelling.

This also highlights the importance of viewing players as individual energies. Studying player preferences and incorporating them into game-day experiences and social media content can attract a new layer of engagement, particularly from audiences who are deeply connected to music and culture.When an audience recognizes intentional music choices that align with a player’s identity, it creates a more immersive and personal connection. In this way, music becomes a tool not just for atmosphere, but for storytelling and brand building.

Music and sports are deeply connected, yet the relationship has not been fully developed from a strategic or cultural standpoint. By approaching sound with more intention, sports organizations have the opportunity to elevate not just the game itself, but the entire experience. Sports are not only remembered by statistics, but by the vibe they create and how they are felt. The energy surrounding them is what lasts and music plays a critical role in shaping that experience.