Game On. SAM’s featured projects for Sports!
Our team at SAM has been setting the tempo in the sports world — creating sonic identities, show opens, custom music packages, live experiential sound, and more, as well as syncing fresh tracks from The Vault, our premium production music library. Here’s a rundown of our featured projects for sports!
World Cup 2026 | 30 Rock Fan Village
Pinball
Trophy
Goal
When it comes to sports, it doesn’t get much bigger than the World Cup – unless you’re creating immersive sound for an 850 foot projection at the NYNJ World Cup 26 & Telemundo Fan Village at Rockefeller Center! SAM worked closely with Quince Imaging to create original sound design for nine unique projection experiences spanning the entire facade of 30 Rock.
Each projection features detailed sound design, music editing, and final audio mixing to ensure fans feel the experience as much as they see it. Familiar audio elements – including the World Cup 2026 sonic identity and Telemundo announcer Andrés Cantor’s unmistakable “Goooooool” call – are woven throughout the presentation, amplifying the excitement and energy of the tournament.
The experience runs for 20 days, from the quarterfinals through the World Cup Final on July 19th.
MLB All-Star Game | Image Engineering
Image Engineering was asked to create an immersive, projection-mapped, pyrotechnic-filled tribute to Hank Aaron for the 2025 MLB All-Star Game, and they turned to SAM for music and sound design that would drive it all home. Our cinematic score, sound design, and restored archival audio moved audiences and helped make the experience unforgettable.
Dallas Mavericks | Sonic Identity
One of the most recognizable franchises in sports, the Dallas Mavs, reached out to SAM for a custom broadcast score to elevate their live game coverage and get fans hyped. The fully orchestrated piece incorporates strings, french horns, and driving percussion that deliver the Mavs’ energy and intensity to their viewing audiences.
TMRW Sports Sonic Brand + TGL Golf Show Open
SAM created a new audio signature for TMRW Sports centered on a distinctive four-note mnemonic designed to accompany the company’s animated logo across broadcast, live events, streaming, and digital platforms. Handcrafted percussion, blended tonal textures and dynamic ramps mirror the logo animation, while the four-note sequence represents founders Tiger Woods, Rory McIlroy and Mike McCarley, with a fourth note reflecting the company’s collective vision for innovation in sports and entertainment.
The video shows the new TMRW Sports sonic brand in action leading into the TGL Presented by SoFi season two open.
Seattle Seahawks | Broadcast Package
Seattle Seahawks Broadcasting reached out to SAM to create a distinct sonic brand and iconic theme for their television and radio game broadcasts, promotions, and marketing content. The theme needed to be epic, bold, exciting, and dynamic – and at the same production level of the best NFL themes out there.
The music features all live orchestration paired with live drums, bass, and guitar, along with a multi-dimensional and modular theme that provides a wide variety of edits for opens, intros, outs, bumps, teases, transitions, interstitials, IDs, and promos. The resulting 2:00+ theme includes five distinct modules and over 150 cuts delivered.
CNN – Aiming for Gold | 2026 Winter Games
In 2018, Stephen Arnold Music (SAM) created the sonic identity behind CNN’s acclaimed “Aiming For Gold” franchise — a custom music brand spanning years of global games coverage. For the 2026 Winter Games in Italy, CNN collaborated with SAM once again to create a new music and sound package for its “Aiming For Gold” promotions and coverage. Featuring live symphony players and regional Italian instrumentation, the package captures the drama and passion of international competition and unifies the franchise across CNN’s global platforms. Other “Aiming For Gold” music packages by SAM include 2018 PyeongChang, 2020 Tokyo, 2022 Beijing, and 2024 Paris.
Utah Mammoth | Immersive Sound Design
Utah Hockey Club sought to break the ice on its inaugural season with an unforgettable projection display created by Quince Imaging on one of the most powerful projection systems in sports. SAM was brought in to create an immersive sound design for the experience, hyping up the sold-out crowd even more and blowing the roof off the Delta Center.
World Cup Anthem | Fox Televisions Stations
Stephen Arnold Music (SAM) delivered sonic branding and custom music for the Fox Televisions Stations and their coverage of the FIFA World Cup 2026™ – Canada, Mexico and the United States.
KDFW-TV FOX 4 Dallas-Ft Worth created this inspiring promo featuring the custom music.
Atlanta Braves | Gray Media
The Atlanta Braves and Gray Media are turning up the volume this season. SAM was brought in to create custom sonic branding for Gray Media’s newly launched slate of Atlanta Braves baseball games. The dynamic 3-minute theme is bold and energetic with live orchestration and electric guitars, making it highly adaptable to a range of programming and marketing media.