Good Karma Brands is rebranding as Good Karma Sports this week, reflecting its evolution into a full-fledged sports media and marketing company ahead of its 30th anniversary in 2027.
Founder and CEO Craig Karmazin summed up the change simply: “We’re a sports company, so we should be Good Karma Sports.” He added that the decision was straightforward, noting there was no reason not to make the switch beyond the familiarity of the longtime “GKB” shorthand among employees and partners.
The Milwaukee-based firm, which Karmazin launched in 1997 as Good Karma Broadcasting with a single small-market radio station, became Good Karma Brands around 2010. It has since expanded dramatically, growing to more than 500 employees (called “teammates” internally) across 11 markets. Headcount has multiplied fivefold and billing eightfold over the past eight years, Karmazin said, amid what he described as “the explosion of sports.”
“For nearly 30 years, we’ve built our business around sports, expanding our capabilities and relationships while staying deeply connected to the local markets we serve,” Karmazin said. “The business we’ve built gives brands a unique and customizable point of entry into the sports ecosystem… That’s what Good Karma Sports represents, and there is tremendous opportunity ahead.”
The rebrand underscores the company’s shift from its radio roots into a broader sports media and marketing enterprise while retaining its core focus on local markets and sports partnerships.