Stephen Arnold Music Creates Sonic Brand Identity for TMRW Sports
Stephen Arnold Music (SAM), the world leader in sonic branding, announces the creation of a bold new sonic identity for TMRW Sports.
At the heart of the new sonic brand is a distinctive four-note mnemonic designed to accompany a newly animated TMRW Sports logo across broadcast, live events, streaming and digital media. The mnemonic serves as the company’s audio signature, reinforcing its presence and partnerships—including its work with the PGA TOUR on TGL presented by SoFi, as well as other leading sports leagues and partners—whenever audiences encounter the TMRW Sports brand.
The four-note sequence carries symbolic meaning: the first three notes represent TMRW Sports’ three founders, Tiger Woods, Rory McIlroy, and sports executive Mike McCarley, while the fourth note unifies the phrase, signifying the company as a whole and its collective vision for building modern approaches in sports, media and entertainment,
“It’s a combination of musical notes and stylization,” said the President and Creative Director of Stephen Arnold Music. “We incorporated handcrafted percussion sounds, blended tones that follow the animation, and carefully designed ramps and swells. The result is instantly recognizable and memorable—capturing the brand essence and vision of TMRW Sports as a company.”
Designed to be modular, the mnemonic can be adapted for TMRW Sports’ expanding portfolio of sports ventures and league alliances. For example, the version created for TGL events integrates the PGA TOUR logo, supported by the dynamic swish of a golf swing. That central section can be customized with alternative graphics and sound design to align with future leagues, properties or partnerships.
SAM previously partnered with TMRW Sports to craft the sonic branding for the inaugural season of TGL presented by SoFi, a primetime team golf league that blends advanced technology with live competition inside the purpose-built SoFi Center in Palm Beach Gardens, Florida.
SAM developed a comprehensive audio toolkit—including anthemic themes, broadcast elements, transitions and customizable music beds—designed to match TGL’s high-energy, tech-forward presentation. The project also featured creative collaboration with global music icon DJ Khaled, who played a prominent role in the league’s inaugural season launch and promotional campaign.
The new season of TGL presented by SoFi is now fully underway with broadcasts on ABC, ESPN, ESPN2, and the ESPN App. Season 2 features expanded storytelling, enhanced fan engagement and continued evolution of the league’s dynamic broadcast experience.
TMRW Sports has also announced the formation of WTGL, in partnership with the LPGA, a new team golf league featuring the world’s best women golfers. Set to launch next winter, WTGL will showcase LPGA Tour stars competing in fast-paced, team match play format from the custom-built SoFi Center.
“As TMRW continues to expand into new leagues and partnerships, its sonic identity will be a consistent, unifying force,” said Chad Read, Vice President, Brand & Creative, TMRW Sports. “The mnemonic evokes a strong core identity while flexing creatively for each new property. That’s the power of strategic sonic branding.”
