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Sport Beach 2025 Highlights

The Fourth Quarter

The Fourth Quarter
The Fourth Quarter
November 25, 2025 - By Jason Notte
Under Armour x Diana Flores: All-In On a Flag Football Future

In 2023, SMAC signed Diana Flores just before the Super Bowl. Under Armour followed that summer as flag football's first brand partner. By 2025, they'd turned one athlete into distribution infrastructure.

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Building off the success of SPORT BEACH at the Cannes Lions International Festival of Creativity, SPORT BEACH has now expanded across the calendar year with Clubhouses at critical moments in the sports and marketing calendars across the year.
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