The Culture Catalyst: How a PR Merger Forged an Award-Winning Workplace

NEW YORK, NY – November 24, 2025 – In the hyper-competitive arena of sports business, victories are not confined to the field of play. For public relations giants MikeWorldWide (MWW) and its subsidiary Berk Communications, a major win just arrived in the form of industry recognition. The agencies were jointly named a winner in the Sports Business Journal's 2025 "Best Places to Work in Sports" competition, a distinction that speaks volumes in a sector defined by high stakes and relentless pressure.

While such accolades are often relegated to corporate press releases, this particular award serves as a crucial barometer for a much larger strategic play. It signals that the early 2025 merger of the two firms has yielded more than just an expanded client roster; it has cultivated an internal culture that is now being recognized as a competitive advantage. This achievement offers a compelling case study in how post-merger integration, when focused on people and purpose, can become the primary engine for growth and industry influence.

Post-Merger Momentum Forges a National Powerhouse

The formal integration of MWW and Berk Communications in February 2025 was the culmination of a decade-long affiliation, but its strategic impact was immediate. The move officially created what is now considered the largest sports public relations practice in the nation, combining Berk’s deep-rooted expertise in shaping cultural conversations with MWW’s global scale and integrated, data-driven communications infrastructure. Far from a simple consolidation, the merger was designed to amplify the strengths of both entities.

Berk Communications, while maintaining its distinct brand identity and leadership under founder Ron Berkowitz, gained access to MWW’s considerable resources, including its proprietary AI-powered analytics platform, PRISMA Labs.ai. This infusion of technology and global reach allows the earned-media specialists at Berk to fortify their strategies with predictive insights and measurable impact, a critical asset in today's performance-oriented marketing landscape. For MWW, the full acquisition of Berk solidified its dominance in the sports and entertainment sector, a high-growth category where cultural relevance is paramount.

This synergy is not just theoretical. The combined force of the agencies has attracted a formidable roster of clients, including Fanatics, the National Women's Soccer League (NWSL), Tepper Sports and Entertainment (owners of the Carolina Panthers), and the Professional Women's Hockey League (PWHL). The post-merger momentum is evident in their shared success, with both firms earning spots on the prestigious 2025 PR Net 100 list, which honors the most innovative and influential agencies. This dual recognition underscores a year of significant business impact, suggesting the integration has been as successful commercially as it has been culturally.

The Architecture of an Award-Winning Culture

The Sports Business Journal award is particularly significant due to its rigorous, employee-driven methodology. Administered by the independent research firm Quantum Workplace, the award is based entirely on confidential survey responses from over 9,000 employees across the industry. The survey evaluates more than 40 drivers of workplace culture, including trust in leadership, career development, and team dynamics. For MWW and Berk to emerge as a winner in the competitive "Agency" category signifies that their internal environment is genuinely resonating with the people responsible for the work.

Leadership at both firms point to a deliberate focus on employee empowerment as the cornerstone of this success. "Our sports practice has experienced remarkable momentum because we empower people to lead, to experiment and to build work they are truly proud of," said Michael Kempner, founder and CEO of MikeWorldWide. This philosophy of granting autonomy and encouraging risk-taking fosters an environment where creativity can flourish. It moves beyond perks and benefits to address the core human desire for meaningful work and professional growth.

Echoing this sentiment, Ron Berkowitz, founder & CEO of Berk Communications, highlighted the intrinsic motivation of his team. "Our team's passion, hustle, and deep love for sports is what makes our work special," he stated. This underscores a key element of their success: aligning the professional mission of the agency with the personal passions of its employees. In a field like sports, this alignment is a powerful catalyst for innovation and dedication. The award is a testament to the idea that when employees feel a part of the mission, their work transcends a job and becomes a craft.

This cultural strength is further validated by a cascade of other accolades in 2025. The agencies collectively earned over 40 awards, including Gold at the AdAge Small Agency of the Year Awards and recognition as a Provoke Best Midsize Agency to Work For. Furthermore, individual employees like Melanie Van Dusen and Marc Sausa received prestigious honors, indicating a culture that not only attracts but also develops and elevates top talent within the industry.

Shaping the Game: From Workplace Culture to Market Influence

The ultimate measure of a successful business strategy is its impact on the market. For MWW and Berk, their award-winning culture is directly translating into industry-shaping work, most notably in the explosive growth of women's sports. The agencies have positioned themselves at the forefront of this movement, not as trend-followers but as foundational partners who were championing female athletes and leagues long before it became a mainstream marketing objective.

Their appointment as the North American Public Relations Agency of Record for the NWSL in February 2025 places them at the center of one of the fastest-growing professional sports leagues in the world. Even more groundbreaking was their work launching Unrivaled Basketball, a new women's professional league that set a new benchmark for the highest average salary in women's pro sports history. By leading the strategic communications for such ventures, the agencies are not just promoting clients; they are actively participating in the structural and economic advancement of women's athletics.

This influence extends across the sports ecosystem. Their client list reads like a who's who of modern sports business, spanning leagues (PWHL), legacy events (Churchill Downs, Australian Open), media entities (Box-to-Box Films, Tennis Channel), and major brands (IBM, Comcast Xfinity). By representing such a diverse portfolio, the agencies have their finger on the pulse of nearly every significant trend shaping the industry. This broad perspective enables them to connect dots and create culturally relevant campaigns that resonate beyond a single sport or demographic. Their success demonstrates that a strong internal culture is not an insular achievement but a powerful platform for exerting external influence and driving meaningful change across an entire industry.