Not every athlete is an entertainer, but Deion Sanders has always been both, and his flashy brand of bravado is made for today’s media culture. Sanders, a.k.a. Neon Deion, a.k.a. Coach Prime, is a sensation on the sideline, in the announcer’s booth, in the locker room, in a new Amazon Prime series, in his oldest […]
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Harnessing softball’s big-league marketing power requires brand investment from the Little League on up. At Major League Baseball’s All-Star Week in Seattle, softball players started off the festivities as part of a Junior Home Run Derby at T-Mobile Park. Teams from the Arm & Hammer-sponsored Jennie Finch Classic softball game crowded sidewalks around Edgar Martinez…
It was a heartbreaking exit for the U.S. Women’s National Team (USWNT) this World Cup. But the future of the brand still looks bright, thanks to the foundation laid down by key players throughout the sport’s history. In the latest episode of Yeah, That’s Probably An Ad, Adweek Europe brand editor Rebecca Stewart and community…
The FIFA brand is strong, but the EA Sports brand may be stronger. Andrea Hopelain, svp of brand for EA Sports, joins Champions of Change to explain how she’s overseeing the rebrand of the iconic FIFA video game franchise into EA Sports FC, arriving in 2024, following a record-breaking FIFA ’23 launch. ‘Glory or Nothing’:…
F1 is growing in popularity worldwide–especially in the Netherlands thanks to Dutch driver Max Verstappen, who has been the world champion for the past two years. Dutch brewer Heineken is tapping into that enthusiasm by making Verstappen the face of its new responsible drinking campaign. Created by Publicis Groupe agency Le Pub and directed by…
During last year’s Southwestern Athletic Conference (SWAC) media day, commissioner Charles McClelland and then-PepsiCo North America president of multicultural business development Derek Lewis had a talk about the future. Two years before, PepsiCo had signed on as the SWAC’s main beverage sponsor. The company committed to hiring a SWAC student athlete from each conference university…
At the Women’s World Cup in Australia and New Zealand, the ideal of equal pay for women’s and men’s players remains elusive. Evening out endorsements have proven similarly tricky, but brands are increasingly stepping in to bridge the divide. Yes, thanks to a new collective bargaining agreement signed with U.S. Soccer last year, the U.S….
Neither the Portland Trail Blazers, the Miami Heat nor any other NBA team have announced where Damian Lillard will play this year, but Gatorade has a spot for him. The former NBA Rookie of the Year and seven-time All-Star and All-NBA guard asked for a trade this summer after 11 years with the Blazers, with…
A Prime Video sports docuseries following elite native Hawaiian surfers as they pursue the sport at the highest level? Sign us up. Moana Jones Wong, Maluhia Kinimaka and Brianna Cope, three of the stars of Surf Girls Hawai’i, join Adweek’s Champions of Change to share how the show came together, the importance of community, brand…
To celebrate the 2023 Women’s World Cup, which takes place July 20-Aug. 20, Snapchat has released new augmented reality lenses, Bitmoji outfits and more that will let fans share their love of women’s soccer. Seven augmented reality lenses have been created for the event, including a USWNT Team Tracker Lens that allows fans to view…
As the U.S. Women’s National Team begins its quest tonight for a third World Cup title in a row, Roku is making it easier for fans to watch all 64 tournament games. In May, the company launched Women’s Sports Zone, a platform that’s designed to help viewers easily discover live and upcoming women’s sports events,…
In a landscape where relevance, transparency and innovation are critical, corporate giants like PepsiCo and Frito-Lay are placing the consumer at the heart of their operations. To delve into how this consumer-focused philosophy takes shape, we sat down with Brett O’Brien, chief marketing officer at Frito-Lay North America. In today’s episode of The Speed of…
Adobe and multimedia platform Just Women’s Sports are bringing the 2023 FIFA Women’s World Cup stateside. Today, the brands announced a partnership for a new in-studio World Cup show hosted by former Emmy-winning ESPN personality Katie Nolan and U.S. Women’s National Team and NWSL Gotham FC star Midge Purce, debuting July 20. The eight-episode series,…
As momentum grows behind women’s sports, Nike is celebrating soccer heroes past and present ahead of the 2023 FIFA Women’s World Cup. The campaign, titled “What the Football” and created by longtime agency partner Wieden+Kennedy, opens with an iconic soccer moment: A father and his daughter are on the edge of their seats watching former…
A campaign from telecoms company Orange to promote its sponsorship of the French team in the upcoming 2023 FIFA Women’s World Cup has drawn acclaim for its use of tech to address misogyny in the game. Created by Publicis agency Marcel, the film titled “The Compil des Bleues” spotlights the on-field skills of the French…
The WNBA All-Star weekend is back in Las Vegas in a big way, and brands are on board. For the first time, this weekend’s All-Star Game will air in primetime on ABC, tipping off at 8:30 p.m. ET on Saturday from the Michelob Ultra Arena. In addition to the game, which features team captains A’ja…
Hannah Waddingham may be more of a rugby fan in real life, but the Emmy-winning actress has been inextricably linked to soccer since her C-suite days in the beloved comedy Ted Lasso. Taking advantage of that place in the public consciousness, Waddingham and Johnnie Walker have partnered for a campaign to rally viewers around the…
The WNBA Live fan festival will take place in Las Vegas from July 14-15 ahead of the AT&T WNBA All-Star Game on July 15. As part of this event, AT&T will offer an augmented reality experience that lets attendees try on virtual apparel in AR. The WNBA Live fan festival celebrates the intersection of the…
With just days to go until the U.S. Women’s National Team begins its quest for an unprecedented third World Cup championship in a row, the National Women’s Soccer League unveiled the next stage of its “We Play Here” campaign. Two billion people are expected to tune into the 2023 FIFA Women’s World Cup, kicking off…
One of the WNBA’s biggest sponsors is getting further into the game. Google is extending its marquee partnership with the league through 2025 as the popularity of women’s basketball continues to grow exponentially. The announcement comes just ahead of Saturday’s WNBA All-Star Game, in primetime for the first time. The tech giant, one of the…
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