Philadelphia 76ers superstar Joel Embiid is the latest celebrity to appear as an endorser for Crypto.com in a new ad released today. The subtly branded 30-second spot features Embiid walking through the streets of Philadelphia as 76ers coach Bill Self narrates his unconventional path to basketball stardom. The first sign of the cryptocurrency exchange’s brand…
The NCAA Tournament is the ultimate basketball event in the college domain. This year, it also became a case study for brands on how to navigate name, image and likeness (NIL) deals with student-athletes. The 2022 championship drew an average of 10.7 million total viewers for its 67 live telecasts, up 13% year over year….
Fan engagement and rewards provider Socios reached a multiyear partnership with Major League Soccer, as well as deals with 26 of its 28 clubs. Fans of those clubs will have access to exclusive chat rooms, forums, polls and rewards, such as the chance to win prizes for correctly answering questions or predicting game action. Socios…
On episode two of Adweek’s Most Powerful Women in Sports, we sit down with Tampa Bay Buccaneers’ assistant defensive line coach Lori Locust, who’s entering her fourth season with the team. Locust was thrust into the spotlight in 2021 when she and the Bucs’ assistant strength and conditioning coach made history by becoming the first…
Two-thirds of women who work in soccer have experienced gender discrimination, according to a 2020 survey from the organization Women in Football. Additionally, women remain underrepresented across the sport. Heineken, which last year expanded its UEFA sponsorship to the women’s game, is on a mission to tackle gender bias affecting soccer players and fans. The…
Beats by Dre pulls a page out of its own successful playbook by featuring a top-performing athlete and an unreleased track from a musical superstar in its new campaign. The work, starring University of Oregon standout Kayvon Thibodeaux and snippets of a single from Sean “Diddy” Combs, premieres just as the 2022 NFL Draft kicks…
What do you do when you’ve been handed the biggest women’s boxing match in recent history, but don’t have the strongest track record for promoting women’s sports? Tag in someone stronger. On April 30, sports network DAZN will host the first women’s main event card in Madison Square Garden’s history. Unified lightweight champion Katie Taylor…
The National Football League stepped up to the podium to detail the mixed reality and social media initiatives that are in place for the 2022 NFL Draft, which kicks off in Las Vegas Thursday night. The league teamed up with metaverse artist Gabe Gault, son of former longtime speedy wide receiver Willie Gault, on an…
Childhood sports and other interests can serve as formative aspects of professional careers and leadership qualities. This is exemplified by Johanna Faries, general manager of Call of Duty at Activision Blizzard who dabbled in martial arts, soccer, basketball and music during her time in primary school and then at Harvard University. During their conversation, Faries…
When sports fans want an authentic local connection to their teams, marketers sometimes need to read the writing on the wall. A roster of sports brands have called in Muros, a Chicago-based marketing firm founded by Dave Seidler, to strengthen those neighborhood bonds. Muros introduces artists to brands and provides large-scale platforms for their multimedia…
As part of its ongoing bid to get more boys and girls playing soccer, UEFA is meeting them where they’re spending the most time: inside the Roblox metaverse. With less than 100 days to go until the Women’s Euro 2022, the sporting body has invested in its own game on Roblox, the huge Lego-style hub…
With the 2021-22 NBA regular season coming to an end and teams getting ready for the playoffs, there’s an overlooked story that needs to get told: A story about a team and a city that has been somewhat neglected for the last decade. A story about the Detroit Pistons. The Pistons aren’t making the playoffs…
Conventional wisdom would dictate that Super Bowl 56 has been the top social sporting event of the first few months of 2022. Conventional wisdom, however, was proven incorrect April 2 and 3. World Wrestling Entertainment said Monday that its WrestleMania 38 event broke several social media records that were set by the Big Game in…
The Major League Baseball season is finally underway after the league’s lockout caused a delay, and Twitter’s hashtag-triggered emojis for all 30 clubs were unlocked, as well. The official hashtags for all 30 MLB teams are: Arizona Diamondbacks: #Dbacks #LosDBacks Atlanta Braves: #ForTheA #PorLaA Baltimore Orioles: #Birdland Boston Red Sox: #DirtyWater #MediasRojas Chicago Cubs: #ItsDifferentHere…
When it comes to training and competition, having the support of family, friends and teammates may just be the the most vital thing athletes need. For national boxing champion Ryan Garcia and fitness apparel brand Gymshark, it’s absolutely pivotal, especially when you’re making a particularly challenging comeback. In support of Garcia returning to the ring…
After a brief postponement when negotiations between owners and players went into extra innings, Major League Baseball is back at bat. And so are its brand partners. Much has been made about the “death of baseball” the last few years. Even before the pandemic truncated the 2020 season and hobbled the National Pastime in 2021,…
After creating a new Friday Night Baseball package for Apple TV+, Major League Baseball has partnered with a different streamer for another exclusive offering, this time on Sunday morning. Peacock will be the exclusive home to a new MLB game of the week on Sunday mornings. Starting May 8, the NBCUniversal streaming service will stream…
After a landmark year that saw the company close rights deals with the NHL, MLB, NFL and more, ESPN is looking to expand further by reaching untapped audiences through a more robust content offering. “A big focus of ours also continues to be expanding our audience, and this means increasing our efforts to reach younger,…
The Undertaker stared at me through pale, dead eyes from a placard atop the baggage carousel at Dallas Fort-Worth International Airport as I picked up my luggage. Stone Cold Steve Austin’s smirk greeted me from a poster in the window of my hotel’s bar, with WrestleMania headliners Ronda Rousey, Charlotte Flair, Brock Lesnar and Roman…
Formula 1 is keeping its foot on the accelerator in terms of its content partnership with Twitter. The multiyear renewal comes in time for the return of the Australian Grand Prix Sunday (April 10), and it will bring F1 fans on Twitter more video clips during race weekends, featuring archive footage, interviews, live coverage and…
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