The Super Bowl is built to sell products–including the host cities themselves. Super Bowl 56 host Los Angeles missed an opportunity to hold the Big Game in 2021 due to stadium construction delays, but its understudy in Tampa, Fla., provided a valuable lesson on the event’s value to a city. Last year’s installment was limited…
Perish the thought, but for many viewers, the Super Bowl is about more than the ads. With linear TV viewing down, fewer people are seeing them. And when they do, the social chatter is likely to be critical–or worse, neutral. An analysis of online conversations during the last five Big Games by Influential, an AI-powered…
After Dan Lovinger successfully executed the ad sales version of the triple axel in 2018–the NBC Sports Group ad sales chief oversaw more than $1.2 billion in sales for Super Bowl 52 and the Pyeongchang Winter Olympics, held just four days apart–he took a weeklong break. But he soon found himself contemplating his next gargantuan…
No sooner had Novak Djokovic–the world’s top-ranked tennis player and a favorite to win the 2022 Australian Open–been turned away from the tournament after a protracted fight over being unvaccinated than all eyes turned to Lacoste. The iconic French sportswear brand and marquee sponsor of the tennis star was now in the hot seat after…
NBCUniversal has exclusive U.S. Olympics broadcast rights through 2032, so the company is ready to build a new generation of fans and keep them hooked for the next decade. While the company has pulled out all the stops to market its second Olympic Games in six months, targeting a younger audience proves to be a…
Just six months after the 2020 Tokyo Olympics, Team USA is ready to go for gold in Beijing. As the Winter Olympics get underway, between streaming service Peacock and the rapidly expanding connected TV space, there are now more ways to watch the Games than ever before. NBCUniversal will present a Winter Olympics-record amount of…
As NBCUniversal’s Winter Olympics coverage ramps up today ahead of Friday’s Opening Ceremony, the company is taking the wraps off its measurement test and learn that will take place during the 19-day event. Last month, NBCUniversal set iSpot.tv as its first certified measurement partner in the company’s lengthy efforts to create a new currency for…
Just six months after the 2020 Tokyo Olympics ended, it’s Olympics time again at NBCUniversal. The Winter Olympics have started in Beijing, and NBCU’s marketing team is working to make sure that everyone who watched the Summer Games–which had been delayed for a full year because of the pandemic–returns for the next go-around. “One of…
After nearly 90 years under a moniker that slurred this land’s Indigenous peoples, Washington D.C.’s professional football team adopted a new identity: The Washington Commanders. The National Football League franchise ditched its offensive original branding in the wake of George Floyd’s murder by Minneapolis police in 2020. The team calls its rebranding “an 18-month collaborative…
As name, image and likeness partnership and endorsement deals continue to proliferate throughout the college sports season, brands are learning on the fly about what NIL deals make sense. Outback Steakhouse recently expanded its TeamMates program, signing 12 college basketball players in an effort to strengthen the brand’s presence in university athletics and boost its…
While Olympians regularly endorse everything from sneakers to credit cards, Rule 40 of the Olympic Charter places a blackout period immediately before and during the games when competing athletes can’t appear in ads. Samsung is getting around that restriction ahead of the Winter Olympics in Beijing with a spot from Leo Burnett that casts actors…
Telemundo is already making history as the first Spanish-language network to broadcast the Super Bowl, but the network isn’t going to miss the chance to promote its other Big Game this year. The network’s coverage of FIFA World Cup Qatar 2022 kicks off this fall, and Telemundo will merge the worlds of football in a…
NBC Sports ad sales chief Dan Lovinger has devoted much of his attention over the past two years to selling advertising for NBCUniversal’s Olympic Games in Tokyo and Beijing–and he’ll now be focusing full-time on that part of the job. Lovinger has been promoted to president, NBC advertising sales and partnerships, and will step into…
Twitter’s annual on-site Super Bowl stunt is moving up from the field to the roof. The social network teamed up with the National Football League to drop confetti containing fans’ tweets on the field at Hard Rock Stadium in Miami Gardens, Fla., following Super Bowl 54, and for Super Bowl 55 at Raymond James Stadium…
The adrenaline of chasing a fourth gold medal isn’t enough for snowboarder Shaun White, who has also become the latest U.S. Winter Olympian to face off with Jurassic World dinosaurs. White joins fellow Olympic icons Mikaela Shiffrin and Nathan Chen in NBCUniversal’s campaign for two of its biggest 2022 projects: the Winter Olympics, which start…
The National Hockey League’s fan-focused Instagram and TikTok initiative, NHL Fan Skills at Home, is back for a second season. Starting Friday, Feb. 4, at 4 p.m. ET and running through Sunday, Feb. 20, fans or legal guardians of fans under 18 can submit videos of themselves performing hockey skills in any of these five…
Athletes aren’t born, they are made. And this spot from Danish broadcaster TV 2 to promote its coverage of the forthcoming Winter Olympic Games shows the lengths some parents will go to in developing their children to challenge in the future. The channel will host coverage over of the games that are set to take…
Peacock is still free, but NBCUniversal really wants you to pay for it. Last quarter, Comcast and NBCUniversal’s top executives dodged specifics when it came to giving investors an update on its streaming service. But during the company’s fourth-quarter earnings call today, NBCUniversal broke out its streaming service’s subscriber numbers in greater detail than ever…
When you host a Super Bowl party, you don’t want to run out of dip. This year, one lucky sweepstakes winner will not run out of dip. “We know fans want to snack big when they watch the most important football game of the year, but they also want to add some excitement to their […]
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People who work on quadrennial events such as the Olympic Games and the World Cup tend to grow accustomed to the circadian rhythm-like predictability of their schedules. But for Jay Bavishi and his colleagues at Twitter, that rhythm has been completely thrown off. Bavishi, the social network’s head of quadrennial events, spoke with Adweek about…
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