For decades, athletes have partnered with brands to expand their reach and connect with more audiences. What does the future of the brand partnerships industry look like, and what exactly makes a winning partnership? To help us answer these questions, Creative Artists Agency executive Lisa Joseph Metelus joins award-winning journalist Katie Couric on Future Ready.

Future Ready by Think with Google is a series that explores changing behaviors and new developments in the digital space. These videos aim to provide business leaders guidance when making decisions for the future. Watch award-winning journalist Katie Couric and industry luminaries discuss rising trends that will shape a successful future.

At Think with Google, our mission is to educate and inspire the next generation of marketers, advertisers, and creatives. Here, you can find the latest consumer data and insights from our global research team, marketing tutorials, and perspectives from leaders across the ad industry. Subscribe and follow along.

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00:00 Introduction
00:18 Lisa’s start in the industry
00:57 Working with Dwyane Wade
01:42 Tips for smaller names
02:19 What all successful partnerships share
03:51 How to cut through the noise on social
04:36 How to measure success
05:04 Infusing social justice with partnerships
05:54 Changes in the brand partnerships space
06:44 Outro