What’s new from The World Leader in Sonic Branding® – Sports Edition!
Our team at SAM has been setting the tempo in the sports world — 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.
TMRW Sports + TGL | Sonic Brand & TGL Season 2 Package
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.
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.