What’s new from The World Leader in Sonic Branding – Sports Edition!
Our team at SAM has been busy with sports — creating sonic identities, show opens, custom music and sound, live experiential sound, and more, as well as syncing fresh tracks from The Vault, our premium production music library. Here’s a rundown of what we’ve been up to lately for sports!
CNN – Aiming for Gold | 2026 Winter Games
For the 2026 Winter Games in Italy, CNN collaborated with Stephen Arnold Music (SAM) to create a custom sonic brand and music 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 has successfully unified the franchise across CNN’s global platforms.
New Orleans Pelicans | Gray Media
Gray Media partnered with SAM to create a full sonic branding and custom music package for its New Orleans Pelicans NBA broadcasts. Recorded live with local New Orleans musicians, the upbeat and soulful theme captures the city’s signature sound, giving the broadcasts a bold, distinctive sonic signature that reflects New Orleans’ vibrant spirit.
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.
TGL Golf – Season 2 | TMRW Sports
Founded by Tiger Woods and Rory McIlroy’s TMRW Sports in partnership with the PGA TOUR, TGL is a first-of-its-kind, three-on-three golf competition featuring top players from the PGA TOUR. SAM was brought in to create an original sonic identity for the inaugural season of broadcasts. Season 2 continues the energy with upbeat, hybrid instrumentation, as well as a hype overlay from DJ Khaled – a comprehensive music package that includes an open, beds, promos, bumps, idents, and other elements.
Matches air and stream in prime time on ABC platforms. The debut match from the new SoFi Center in Palm Beach Gardens, FL, attracted nearly one million viewers and generated strong acclaim.
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.
MLS Cup Final 2025 | The Vault
To amp up the crowd for the MLS Cup Final, SAM delivered a powerful music track for the pre-game hype video shown on the massive scoreboard in Chase Stadium. The track unleashes a dramatic, trailer-esque blend of orchestral and synthesized elements – all driven by heart-pounding percussion that set the stage for the big event.