NBCU Gives Peacock Major Role in ‘Most Meaningful Olympics of Our Lifetime’

With exactly a month to go until the postponed 2020 Tokyo Olympics, NBCUniversal is slowly lifting the curtain on its plans for the biggest sporting event of the year. Streaming service Peacock, which debuted last summer, will factor into NBCUniversal’s Olympics coverage for the first time. The 2020 games were initially planned as a tentpole…

NBCUniversal Surpasses Rio’s $1.2 Billion Advertising Haul for Tokyo Olympics

NBCUniversal has been quiet about its Tokyo Olympics ad sales efforts since the Games were postponed in March 2020 due to Covid-19. But exactly a month before the Opening Ceremony, the company is finally sharing some more details about its Summer Games advertising revenue. While the company isn’t yet releasing a specific revenue number, execs…

Tampa Bay Buccaneers’ Assistant Defensive Line Coach on What it Takes to Win a Super Bowl

Inspired by our coveted award by the same name, Adweek presents a new livestream video series hosted by Chief Content Officer Lisa Granatstein. The Most Powerful Women in Sports, exclusively available to Adweek+ subscribers, celebrates the female power players in the sports world. The biweekly series will deliver life lessons, motivation and growth, with a…

Streakers Eye Wimbledon in Spot Promoting Danish Streaming Channel’s Coverage

Since television began to broadcast live sporting events, audiences have occasionally subjected to the sight of a naked person streaking across the field, chased by police or stewards. It’s almost a sport to those who participate. With Wimbledon, the world’s most famous summer tennis tournament, set to run through Danish on-demand broadcaster TV 2 Play…

How to Bring the Fan Experience Home

As part of the CMO Reboot Playbook: Authentically Connecting with Consumers and Community, Caroline Morgan, VP, Digital Strategy of the Los Angeles Dodgers shares her play on how her team intentionally and authentically connected with fans during the 2020 season by creating new digital touch points which helped unlock new revenue opportunities and build infrastructure…

Olympians—Past and Present—Join in a New Spot to Show Fans They’re Stronger Together

A year after the Tokyo Olympics were postponed due to Covid-19, the athletes are finally ready to compete in events they’ve now been waiting five years for. But before beginning the long-awaited series of competitions, the International Olympic Committee is taking a look back on the past year, honoring athletes’ courage to continue training amid…

Soccer Players Like Cristiano Ronaldo Hold a Special Kind of Influence Over Brands

When Portugal’s Cristiano Ronaldo moved two bottles of Coca-Cola on out of view in a press conference during Uefa’s Euro 2020 tournament, perhaps even he couldn’t have predicted the impact. In doing so, he supposedly wiped billions off the market value of one of the world’s biggest brands. Or, at least, that’s what the headlines…

Jimmy Kimmel Lands Naming Rights to New LA Bowl College Football Bowl Game

Capital One, Allstate, Vrbo, San Diego County Credit Union and Tropical Smoothie Cafe are among the dozens of brands with naming rights to a college football game. Now an unlikely new addition has joined the lineup: Jimmy Kimmel. The late-night host has partnered with SoFi Stadium in a multi-year deal to be the naming rights…

Call of Duty General Manager Johanna Faries on Leadership in Esports

Inspired by our coveted award by the same name, Adweek presents a new livestream video series hosted by Chief Content Officer Lisa Granatstein. The Most Powerful Women in Sports, exclusively available to Adweek+ subscribers, celebrates the female power players in the sports world. The biweekly series will deliver life lessons, motivation and growth, with a…

NHL, The Action Network Reach Multiplatform Content Partnership

Premium sports betting analysis provider The Action Network reached a multiplatform content partnership with the National Hockey League covering the remainder of the Stanley Cup Semifinals and the 2021 Stanley Cup Final. The Action Network will provide exclusive NHL-focused content across the league’s digital platforms, including NHL.com and the NHL application, as well as video…

How The Athletic’s Uefa 2020 Campaign Aims to Help England Win the Tournament

Subscription-based sports website The Athletic has begun an eye-catching engagement drive around the Uefa Euro 2020 tournament that aims to support the England team, from flying planes over its training ground with insights to their first competitor to releasing racing pigeons with match tips. To highlight its deep knowledge and tactical analysis, the site has…

How Brands Are Advertising Around Uefa Euro 2020 Soccer Tournament

It’s a year late, but the Uefa European Championships 2020 soccer tournament has finally arrived, in case you hadn’t already noticed through the tsunami of adverts that have been released in the last few weeks/months/years. Originally scheduled to take place across major European cities for the first time last June, the soccer tournament will begin…

Ahead of the Tokyo Olympics, Pantene Is Celebrating Allyson Felix’s Legacy

When Allyson Felix’s daughter, Cameron, spots her momma in a photo album as a young girl around her same age, you see a bundle of laughs come out of the two-year-old. “You’ve got your gammy’s hair and your momma’s will,” Felix says in Pantene’s latest spot. Leading up to the Tokyo Olympics, the hair care…

Big Wave Surfer Kelly Slater Joins Kona Brewing for the Brand’s Longest-Running Campaign

Surf legend Kelly Slater joins Kona Brewing Company for a continuation of the brewer’s largest ad campaign, “Dear Mainland.” The retired athlete appears in three TV ads centering the pairing of Kona’s beer with surfing and a day at the beach. The short, sunny spots– titled “Surf Lesson,” “Board Meeting” and “Great Day”–show Slater by…

How Charles Schwab Used Data to Discover Golf Fans Love Muscle Cars

When Charles Schwab became the title sponsor of the golf tournament formerly and colloquially known as The Colonial in 2019, the brand wanted to activate differently around the tournament to engage more than just golf fans. As a marquee stop along the PGA Tour calendar, the Colonial Country Club has been a fan favorite among…

People Are Hungry for Food and Togetherness

People are hungry for food and togetherness. Ergo, Subway is celebrating football fan get-togethers for this month’s Euros with its new #TimeForASub campaign. After being postponed for a year, the Euros are returning and the #TimeForASub campaign channels the excitement of finally being able to get friends together to watch it. The campaign, created by […]

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Twitter, Opendorse Team Up to Enable Student-Athletes to Monetize Video Content

Twitter teamed up with sports technology company Opendorse on a way for student-athletes to monetize video content on the social network in anticipation of upcoming legislation that will allow those student-athletes to be compensated for their name, image and likeness. The partnership pairs Opendorse’s endorsement marketplace with Twitter video sponsorships and enables advertisers to sponsor…

NHL Accepting Applications for NHL Power Players Youth Advisory Board

The National Hockey League is accepting applications through July 2 for the third class of youth advisory board NHL Power Players. The initiative began in 2019, and it will bring 25 hockey fans between the ages of 13 and 17 from across Canada and the U.S. together to advise the league on hockey-related topics that…

San Diego Padres’ Connolly Wants You to Follow Your Passion, Make Consumers Smile

After a year of closed stadiums when sports teams had to reinvent their positioning in digital, fans are taking their seats once more with the 2021 baseball season underway. Christopher Connolly, Senior Vice President of Marketing at San Diego Padres, shares how they navigated the online landscape to deliver and exceed expectations for enthusiastic fans…

Surly London Soccer Ball Talks Trash as Nike’s Global ‘Play New’ Campaign Continues

Global sports apparel brand Nike released a new installment of its global “Play New” campaign featuring an old, battered tough-talking soccer ball giving out-of-date advice on how to be a winner in sports by playing dirty. The campaign, led by Wieden + Kennedy, began in May in a bid to encourage people to try new…