006 AI, Branding, and Betting: James Santore’s Playbook for Sports Business

In this episode of Sports Business Leaders, we sit down with James Santore, the Chief Marketing Officer of Rithmm and founder of Three Two Strategies, to explore his dynamic journey from Division I baseball player at La Salle University to becoming a key figure in sports brand building and marketing. James shares how his early career in corporate finance led to a transformative role at SeventySix Capital, where he worked alongside industry leaders Wayne Kimmel and Chad Stender. It was during this time that he discovered his true passion: helping companies, athletes, and influencers accelerate growth through creative marketing and strategic consulting. James dives into his current role at Rithmm, an innovative platform that leverages AI to give bettors an edge with data-driven game predictions. Covering the NFL, NBA, NCAAF, NCAAM, WNBA, and Golf, Rithmm simplifies sports betting by providing AI-backed insights on Moneyline, Over/Under, and Spread bets—making informed betting decisions easier than ever. Tune in to hear James’ insights on brand growth, entrepreneurship in sports, the future of AI in sports betting, and what it takes to thrive in the ever-evolving world of sports business.