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Welcome to this week’s edition of The Baseline!

Every Wednesday at 9:36 AM EST, I break down the blueprint for basketball culture, covering industry insights, marketing strategies, and creator tools and resources.

Let’s get started…

MARKETING LESSON

Sports fans hate when their favorite team does this one thing, but it has nothing to do with the actual game or players.

Social media teams are getting called out for using AI in their content because fans expect real authenticity behind every photo, video, and post.

They don’t want something generated, as sports might be one of the last pure things that AI can’t take over.

This is why WNBA fans didn’t hold back on calling out the Indiana Fever.

Their new manifesto was filled with ChatGPT’s signature em dash — after — em dash.

Even Caitlin Clark joked about her photo having a new AI hand, which led to a massive conversation online about lazy and inauthentic content.

But this isn’t just about one team or one post; it’s really about how fans view creativity in sports.

We still value the human storytelling and talented creatives that document the culture.

So in sports, once that starts to feel artificial, fans feel like their intelligence is being questioned.

But there’s absolutely an argument that AI tools can help workflows and unlock new creativity.

Then there are teams like the Minnesota Timberwolves that pride themselves on being anti-AI.

Their recent tweet just went viral, stating, “btw, none of our graphics are AI.”

So which side are you on, and how do you feel about sports teams using AI in their content?

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FREE THROWS

Sharing the tools and resources that I’m using this week:

🔮 Virality Predictor - Upload a short clip and get a modeled read on its hook strength, attention curve, and viral potential.

🗣️ How To Yap - Yapping on the internet is becoming one of the most valuable skills to have today and Oren John breaks down how you can do it too.

➡️ Figma Tutorial - This is my go-to tool for all creative needs and I highly recommend everyone to have some fundamental understandings on how to use it.

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POST-GAME

Thanks for reading! Here are a few ways we can stay connected:

🤝 Partner With Me: I work with brands, athletes and creators across their brand strategy, digital media, creator programs, partnerships, and marketing growth. Interested in working together? Get in touch here.

📊 Be First: I’m building Future Blueprint Sports — the definitive discovery and intelligence platform for sports marketing and creator culture. Get early access today.

👋 Stay Connected: Enjoyed this newsletter? Share it with a friend or colleague. Also follow me on LinkedIn, Instagram, YouTube, and TikTok for more sports marketing and creator insights.

Thanks and see you later this week!

- Jeff Chen | 🏀💡👨🏻‍💻