TANTAMOUNT

SPORTS

Tantamount Sports Group (TSG) is a women's sports marketing agency that connects beauty and lifestyle brands with pro and college athletes shaping today's culture.

A female tennis player running on a green tennis court with a blue outer court boundary. She is wearing a white cap, a navy and white sports top, a green skirt, and white tennis shoes. She is holding a tennis racket in her right hand.

Taylor Townsend: HUE x US Open 2025

Young woman with curly hair holding skincare bottles in front of mirror in bathroom.
A young woman in athletic clothing holding a volleyball, standing in front of a brick wall, with various bottles of lotion and creams arranged on the floor in front of her.
A female tennis player in a crouched position on the court, wearing sportswear and holding a racket, with spectators watching in the background.
A woman smiling and holding various skincare products, including a bottle of lemon-scented foam soak and a bottle of lemon-scented foam scrub, in front of a door.
Behind the scenes of a video shoot with a woman holding a basketball and a phone, standing against a pink background, while crew members operate cameras and equipment.

OUR SERVICES

Seeding & Insights

We build your athlete seeding program with talent curation, product placement, and performance tracking. Through our access to athlete rosters, we connect you with athletes who genuinely want to engage, offering real feedback and posting authentic reviews along the way. From game days and peak cultural moments to giveaways and everything in between, we make it easy to seed product exactly where and when it matters.

Strategy & Consulting

Women's sports and beauty are converging at an inflection point, and brands that move early are the ones that will define the category. We shape your women's sports strategy from day one: market entry, talent selection, campaign identification, and access to the relationships that make it all possible. A dedicated strategist becomes an extension of your team, helping you capture this whitespace.

Campaign Planning & Partnership Development

Athlete partnerships are no longer a marketing line item, they're a growth lever, and execution is where brands could fall short. We manage your athlete partnerships: paid collaborations, experiential activations, and full-scale execution from planning through delivery. We turn strategy into campaigns that move the category forward, not just this arena.

Inside the Studio:

Palmer's Cocoa Butter

Tantamount partners with Palmer's Cocoa Butter on in-kind product seeding, brand strategy, and athlete partnerships, aligning campaigns with key tentpole moments throughout the women’s sports calendar.

This year, the agency launched multiple UGC campaigns aligning big moments with their top SKUs.

Campaigns included Rae Burrell (LA Sparks), which launched in July 2026; six UGC campaigns during March Madness, including standout Raven Johnson (Indiana Fever, formerly South Carolina women's basketball) for March Madness; and Gugu Olmos, a Mexican-American WTA athlete competing in US Open doubles, currently ranked No. 6.

Black and white portrait of a woman with shoulder-length wavy hair, smiling, wearing a white blouse and bracelets, sitting at a table with her arms crossed.

Meet the Founder

Jenna Smith is the Founder of Tantamount Sports, a sports marketing firm focused on elevating female athletes through smart, strategic brand partnerships. Jenna is passionate about creating real opportunities for women in sports at both the college and professional levels, reimagining what sponsorship can look like when built on authenticity and long-term impact.

Jenna has worked with leading organizations, including the Tampa Bay Rays, Tampa Bay Rowdies, League One Volleyball, and the Orlando Magic. She also brings global experience from her time in sports tech investment with ADvantage, giving her a unique ability to connect emerging brands with the next generation of athletes, especially Gen Z talent.

At Tantamount, Jenna leads efforts to build meaningful partnerships that spotlight athletes' personal brands, values, and stories. She works closely with colleges, leagues, and consumer brands in beauty, wellness, fashion, and lifestyle.

Together, they create campaigns across the WNBA, NCAA, WTA, NWSL, LOVB, and Olympic sports that resonate with culture and deliver measurable results.

Beauty

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Lifestyle

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Wellness

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Fashion

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Beauty · Lifestyle · Wellness · Fashion .

TAYLOR TOWNSEND | QURE SKINCARE x INSTYLE