How Dick’s Sporting Goods and Moolah Kicks Are Closing an Equity Gap in Women’s Basketball

Sue Bird and Sylvia Fowles retired from the Women’s National Basketball Association this year as two of the best players the sport had ever seen. Nike created an entire collection of shoes and apparel in tribute to them during their final season, but the most high-profile shoe Bird wore during her career had Kyrie Irving’s…

Boycotting the World Cup? This Soccer Magazine Has a Restaurant for That

What do the French love more than soccer? In fact, more than anything? Food. And who can blame them? In culinary leagues the home of croissants, camembert and croque monsieur is pretty hard to beat. That’s why national soccer magazine So Foot has opened a restaurant targeted towards people skipping the FIFA Men’s World Cup…

Advertising LGBTQ+ Organization Calls for Brands to Condemn FIFA Men’s World Cup

According to a survey by the U.K.’s Institute of Practitioners in Advertising, almost half (49%) of all adults would respect brands more for speaking out around the Qatar World Cup. That statistic rose to 63% of 18- to 34-year-olds and was higher among men (52%) than women (47%) of all ages. Following those insights, Outvertising,…

How Fox Sports Pulled Off a Massive World Cup Marketing Campaign

Fox Sports has embarked on its largest marketing campaign in network history ahead of the 2022 FIFA Men’s World Cup in Qatar, which begins Sunday. The company initiated a host of activations around the country, many of which will continue throughout the duration of the tournament. This year is the first time in World Cup…

How Panini America Is Marketing World Cup Stickers in 2022

With 52 years of experience making World Cup sticker books, trading card company Panini America begins planning for the next installment of soccer’s largest event as soon as the latest one ends. Panini has sold a billion packets of stickers worldwide featuring player photos and team logos in 10 different languages using that approach. Unfortunately,…

MPWIS Podcast: Breaking Down Adweek’s 2022 Most Powerful Women in Sports

In today’s episode, senior TV reporter Mollie Cahillane is joined by Camber Clemence, founder of nonprofit Cut Down The Net, and Meredith Cash, senior sports reporter at Insider. The trio breaks down Adweek’s 2022 Most Powerful Women in Sports list, featuring cover stars and WNBA legends Sylvia Fowles and Sue Bird. Adweek’s Most Powerful Women…

How Clif Bar Shows Up Thoughtfully as a Sports Sponsor

There are a couple of ways to learn how to ride a half pipe or bowl when you’re new to skateboarding. You can start at the bottom, rolling from ramp to ramp as you build speed and eventually make your way up to the coping edge at the ramp’s summit. Or you can start at…

Nike’s Wildly Fun World Cup Ad Digitally Unites Soccer Legends to Determine Who’s Best

Ahead of the 2022 FIFA World Cup, which kicks off on Nov. 20, sportswear brand Nike released their latest soccer campaign, “Footballverse.” To celebrate soccer players of the past and present, “Footballverse” features a four-minute spot highlighting the athletes’ skills through an imaginary universe where they all compete together to answer the debate of who’s…

Cannabis Retailer Verilife Inks Sponsorship With Hockey Champs, the Chicago Wolves

Cannabis retailer Verilife, breaking new ground in mainstream sports, has signed a year-long sponsorship with the Chicago Wolves that will put the company’s dispensary brand front and center at the hockey champ’s televised games. The deal, a first between a professional team and a cannabis marketer, will stretch from the Wolves’ home stadium, Allstate Arena,…

Apple and Major League Soccer Unveil Pricing, Launch Date for Streaming Service

Major League Soccer’s streaming service is kicking off. MLS Season Pass, the subscription streaming service from Apple and the league, will arrive on Feb. 1, 2023. The new offering will cost soccer fans $14.99 per month, or $99 for the whole season. For Apple TV+ subscribers, it’ll clock in at a discounted $12.99 per month…

It’s Not Too Late to Reach Fans at the Christmas World Cup

Qatar hosting the 2022 FIFA World Cup has been a logistical headache since inception. Until it was moved to the winter, one of these headaches was the ability of elite athletes to play their best in extreme heat. Weather machines and other creative solutions were touted before it was decided that it made more sense…

The FTX Bankruptcy Flameout Won’t Burn Larry David or Influencer Marketing

The Miami Heat are prying FTX’s logo off their arena. The University of California had to strip the cryptocurrency exchange’s mark off its football stadium, cutting short a 10-year, $17.5 million deal that FTX was paying in cryptocurrency. Last week, FTX filed for bankruptcy and CEO Sam Bankman-Fried stepped down–his personal fortune obliterated. For more…

Allianz Initiative Aims to Inspire Next Gen Paralympians

International financial services provider Allianz, a partner of the Olympic and Paralympic movements, has begun an initiative to encourage more young people with disabilities to take up sports through the introduction of a digital training series led by paralympic athletes. The global “Day 1 Done” campaign, created by R/GA London, is part of Allianz’s MoveNow…

World Cup Emergency Hotline Launches to Keep Soccer Fans Informed

Soccer fans will have access to an emergency hotline launched during the World Cup to provide them with statistics about their teams in a brand-raising initiative for insights publication The Athletic. Created by communication consultancy Harbour, the awareness-raising drive for the publisher aims to promote The Athletic as a source of insight and knowledge of…

Ted Lasso Offers Words of Encouragement Via Billboards Ahead of World Cup

With the 2022 FIFA World Cup approaching, excitement is certainly building both on and off the field. However, there is one person that feels the U.S. Men’s National Soccer Team (USMNT) needs a bit of encouragement ahead of the games–Ted Lasso. To motivate members of the USMNT, a series of mysterious and inspirational messages emulating…

A Women’s Soccer CMO’s Path From Starting Lineups to Startups, and Back Again

On a slow night at The Sports Bra, a pub in Portland, Ore., dedicated to women’s sports, Julie Haddon is working off the clock. The CMO of the National Women’s Soccer League is peppering pub owner Jenny Nguyen with suggestions about potential future partnerships between the fledgling bar and the NWSL: playoff events, a pop-up…

Adidas Celebrates Bringing the Pro Soccer Family Back Together in Men’s World Cup 2022 Ad

To celebrate how soccer can unify players and fans around the world, Adidas has released the latest part of its ongoing “Impossible Is Nothing” campaign ahead of the FIFA World Cup taking place in Qatar. The “Family Reunion” spot from TBWA will run for the next month and features a number of players, such as…

McDonald’s Star-Studded World Cup Ad Finds Common Ground in Soccer and Fast Food

With the World Cup around the corner, McDonald’s is launching the same campaign across more than 75 of its markets for the first time ever. The brand’s largest global campaign to date plays on the simple truth that there are a couple of things that can unite people from around the world: a love of…

Sue Bird and Sylvia Fowles Both Dominated the WNBA, but Only One Scored With Brands

Nine combined Olympic gold medals. Six WNBA championships. Twenty-one All-Star appearances. One WNBA MVP. Sue Bird and Sylvia Fowles, two of the most decorated and prolific basketball players in WNBA history–and both among Adweek’s 2022 Most Powerful Women in Sports honorees–each said goodbye to their professional careers a few months ago, choosing to retire at…

First Winter World Cup Leaves Ad Industry Blowing Hot and Cold

While the temperature in Qatar, host of the 2022 FIFA Men’s World Cup, will fall between 73?F to 79?F, the marketing industry is facing a cold snap as advertisers tighten their belts. The World Cup kicks off Sunday, Nov. 20 and will continue during the Thanksgiving and early Christmas period, with the final falling on…