Breaking Up But Staying Friends: When Brands No Longer Want to Be Exclusive

Recently Anheuser-Busch gave us something to sip on: They announced that they’d be ending their 34-year run as the Super Bowl’s exclusive alcohol advertiser. This comes just a few short weeks after Pepsi announced they’d be ending their decade-long sponsorship of the Super Bowl Halftime Show. The Super Bowl is, in many ways, as much…

How Top NBA Draft Picks Leveraged College Marketing Deals in Their Rise to the Big Leagues

The first anniversary of the NCAA enacting its NIL (name, image, likeness) policy is approaching, and student sports stars entering the NBA will take a valuable lesson with them: They know their worth. The year-old rule change allows college athletes to profit like the pros from brand deals. The emergence of a more aware, business-savvy…

How Disney Ad Sales Sold Out the Stanley Cup Finals in Its First Year With NHL Package

The National Hockey League is back on Disney-owned networks for the first time in 17 years, and to the delight of the Disney ad sales team, the company’s networks had the exclusive rights to this year’s Stanley Cup Final. As the NHL wraps its first season back on the company’s networks, Disney Advertising “essentially sold…

G4, WWE, Xfinity Bring Arena to TV, Twitch, YouTube

Xfinity partnered with G4 and World Wrestling Entertainment on Arena, a new monthly series for television, Twitch and YouTube. G4 host Gina Darling and WWE Superstar Xavier Woods (aka Austin Creed) will host Arena, which will feature celebrities, professional athletes, streamers–including Twitch streamers Myth and QTCinderella–and WWE Superstars airing out their personal grievances. Arena will…

Ally Bank Pledges Equal Opportunity Ad Spend for Men’s and Women’s Sports

While the gender gap in average wages has been steadily closing, a wide chasm still exists when it comes to men’s and women’s sports and advertising spend. Ally Bank is trying to address that disparity in its own way. And the online-only financial institution, which specializes in home and auto lending, aims to influence others…

Twitter, GWI Study Soccer, World Cup Fans Prior to FIFA World Cup Qatar 2022

FIFA World Cup Qatar 2022 kicks off Nov. 21 and runs through the crowning of a champion Dec. 18, and Twitter and GlobalWebIndex took the pulse of soccer–OK, football–fans as the tournament approaches. Twitter and GWI found that 75% of Twitter users are fans of the World Cup, compared with 49% of non-Twitter users, and…

Glow Hopes to Win Best in Show for Westminster Kennel Club Dog Show Social Efforts

Social media has gone to the dogs–the show dogs. Westminster Kennel Club teamed up with creative agency Glow on extensive social activations to back the Westminster Kennel Club Dog Show, which began last Saturday at Lyndhurst Mansion in Tarrytown, N.Y. Glow brought drool-worthy social content including GIFs, posts and live stories to Facebook, Instagram, TikTok…

Building a One-Stop Women’s Sports Marketing Empire

Softball was the foundation of Athletes Unlimited’s four-league, mini-empire of women’s sports. But sports fans’ increased interest gave the company marketing riches far beyond the softball diamond. The company was co-founded in 2020 by former Soros Fund Management executive Jonathan Soros and ex-New York City FC president Jon Patricof. The idea behind Athletes Unlimited was…

This Teen Went From Sending Cold DMs to Working With Nascar

Many high schoolers have no idea what they want to do as a career. Christian Di Bratto knew exactly what he wanted and went for it by starting his own talent management agency, Deebo. The 19-year-old business owner started out by sending DMs to top creators asking to work with them. Fast forward to today…

Razor Scoots Toward History and Community for First-Ever Brand Campaign

At the turn of the century, Razor scooters were all the talk on every local elementary school playground in America. Competing with ‘N Sync and Sony’s Playstation 2 in kid discourse was no problem as Razor’s product moved an estimated 5 million units in 2000. Now, the brand is looking to reclaim its status as…

Expanding and Promoting Sports to All Audiences  

2022’s Super Bowl Sunday was the first time in history that the big game was televised on a Spanish-language broadcast network in the United States. How will outlets using sports to drive Hispanic audiences keep this momentum, and what does this mean for overall brand marketing? Ray Warren, president of Telemundo Deportes, and the NFL’s…

Brands Missing Their Shot at European Soccer Digital Marketing

Soccer is now one of the Big Four sports in the U.S., and it happened while marketers weren’t looking. Football and basketball remain sports powerhouses here but, roughly 20 years ago, a Gallup survey had hockey and auto racing ranked higher among the nation’s favorite sports to watch. By 2017, roughly 7% of Americans considered…

Top Rank Is Fighting for a 24/7 Boxing Market

Tyson Fury is one of the biggest names in the boxing world and the most recognizable fighter in promoter Top Rank’s stable. He’s a formidable social media presence with more than 10 million followers. The WBC heavyweight champion doesn’t need much help navigating modern marketing. But a changing boxing landscape has the sport looking for…

How NBA Top Shot Became a Gateway to NFT Adoption

Talk to any NFT enthusiast about how they first formed an interest in the technology, and there’s a good chance they’ll mention the National Basketball Association’s Top Shot digital collectible platform. The Dapper Labs-created hub, which allows fans to purchase videos of game moments and other virtual memorabilia, quickly became a sensation after it launched…

NHL Inks Heavy Duty Global Sponsorship With Caterpillar

Caterpillar will be the official heavy equipment and industrial power sponsor of the National Hockey League under terms of a multiyear global agreement that was revealed Thursday. The partnership will begin when the puck is dropped to start the league’s 2022-23 regular season this fall, and the league will incorporate the company’s products into its…

PepsiCo Extends North American Partnership Pact With NHL, NHLPA

PepsiCo reached a multiyear extension of its North American partnership with the National Hockey League and the National Hockey League Players’ Association that will bring their relationship past the 20-year mark. The company will retain exclusive NHL and NHLPA North American rights in the carbonated soft drinks, energy drinks, savory snack food and water categories…

As Pizza Hut Leaves the NFL, Little Caesars Is Suiting Up

Food delivery has become one of the rituals for Super Bowl viewers with 59% of U.S. households likely to order food during the Big Game, according to virtual restaurant solution Nextbite. And pizza is king of the food categories as the most ordered cuisine (93%). Looking to take more slices out of the American pie…

Apple Lands Exclusive Major League Soccer Streaming Rights for Every Game

Major League Soccer became the first major U.S. sports league to fully bet on streaming. Apple and MLS struck a 10-year streaming rights deal beginning in 2023, and the Apple TV app will be the exclusive home of every live MLS match without any local broadcast blackouts or restrictions. The new MLS streaming service will…

NHL Brings Stanley Cup to Fans via AR Experience, Filters on Facebook, Instagram, TikTok

The National Hockey League is using augmented reality to help fans hoist its iconic Stanley Cup trophy. Hockey fans can go here to access a digital replica of the Stanley Cup via desktop, mobile and tablet, letting them explore all of the details on the trophy, including every team and player who has won and…

This Dreamlike Animation Celebrates the Official Return of Wimbledon

As the All England Lawn Tennis Club (AELTC) celebrates one-hundred years at Centre Court, there’s no time like the present to reflect on some of the iconic moments the organization has seen on the field. For the AELTC, the best way to acknowledge the past is to keep your feet planted firmly in the future….