Making Sports Stories: It's Not Just a Job, It's a Lifestyle

Boomshot is a woman-owned creative content company specializing in sports content and brand storytelling. 

We were in a pitch meeting a few weeks ago when the person across the table said something that’s stuck with me ever since: “Sports content has a cadence and a nuance that is best understood by people who live inside sports.”

They were right. At Boomshot, we’ve been immersed in sports since day one, and working with a team or a brand or individual athletes is like no other. Yes, film and advertising will always have the “can you believe this happened” stories, but there’s a particular pulse that makes sports stories truly unique.

Take a NASCAR season. It’s months on and off the road, following the storyline, week after week, the early call times, the delayed starts, the heat off the asphalt, predicting weather and outcomes before they happen. You learn the rhythm of a race weekend and what actually matters to the people living it. That’s something you can only understand by being there.

Our work for Thursday Night Football, the NBA, and the USTA looks the way it does because we understand the rhythm of sports and fandom. When we made “Thank You Fans” for NASCAR, we weren’t interpreting fandom from the outside; we had spent years in the infield with real fans. When Prime Video was new to NASCAR, we weren’t. So when they came on as the sport’s newest media rights partner, they came to us for the knowledge we already had. We know sports and fans, and that is clear in all of the work that we do. 

Here’s what brands don’t always realize until they’re in it: sports is a simple equation. No athletes, no sport. No fans, no culture. The stakes are real, the moments are unscripted, and nothing is perishable quite like a live game or event.

So for us, this is never just a job. The people here are athletes and fans first. We watch the games on nights and weekends when we’re not filming them. Sports stories are human stories. And they’re told best by the people who actually care.

— Meredith Weiss, Principal & Managing Director, Boomshot