🎯 GOALS. To build the first free, accessible database of sports marketing insights—designed for both everyday fans and academic researchers. The mission is to bridge the gap between theory and real-life sports culture, making complex ideas not just understandable, but genuinely useful.
I want to help people across the sports ecosystem—from athletes and agents to marketers and fans like you—understand how value in sports is created, shaped, and captured. And I want to do it without paywalls, clickbait, or corporate bias.
But I can’t build this alone. In Lithuania, academic researchers are underpaid and overlooked—many earning around €1,500/month, with early-career university researchers often making less than €900, juggling multiple jobs to survive.
With your support, we can bring their talent into this project—giving them fair, meaningful work and transforming their knowledge into content that’s smart, fun, and freely available to all.
🧰 TOOLS. The Blog – A growing platform where I share insights from my PhD research and side investigations—breaking down how value is created in sports through media, hype, branding, sponsorship, and grassroots dynamics. The Podcast – Candid, behind-the-scenes conversations with athletes, coaches, marketers, and insiders—uncovering the real strategies behind visibility, influence, and the business of sport.
I’m Paulius, the creator of Play of Values, with over a decade of hands-on experience in journalism, content creation, and marketing.
Over the years, I’ve had the opportunity to work on international projects, creative campaigns, and major events—and sports was always something that stayed close to my heart.
My vision for Play of Values is to grow it into a dynamic, multi-format platform—with a creative team producing videos, podcasts, and social content that’s not only engaging but educational.
Long term, I dream of turning Play of Values into a movement—a space that creates real work opportunities for academic talent in sports, marketing, and media—especially those undervalued in countries like Lithuania.
I want this to become the go-to space for curious sports fans and future professionals who want to understand how the sports world truly works—without needing a PhD to follow along.
Sponsor Play of Values as an organization that supports academic initiatives and help us grow, by becoming a part of special segments that are introduced or will be introduced in our blog and/or podcast.
Please reach out to me, so that I can present you with the sponsorship opportunities.
HELP ME WITH MY PHD. No spam, just 1-2 letters per month with latests updates and participation in my fans survey.
