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…
TikTok has extended its sports sponsorship strategy by agreeing to a three-year deal to sponsor the Six Nations rugby tournaments. The agreement will run across the Women’s Six Nations, for which it will be the title partner as well as an official partner for the Guinness Six Nations and Autumn Nations Series through until 2023….
With the Winter Olympics in Beijing just days away, some of the world’s most elite athletes are in the final, stressful preparations for the biggest event of their sporting career. The International Olympic Committee (IOC) is celebrating the crucial role of their supporters to see them to the finish line. The IOC’s new campaign launches…
It was only a century ago, in 1921, when the Football Association–British soccer’s governing body–banned women’s soccer, saying the sport was “quite unsuitable for females.” One hundred years later, on a cold day in November 2021, 30 young women gathered in the Aston Villa arena in Birmingham, U.K., for a heated game of street soccer….
To celebrate the kickoff of the United States Football League, broadcast partners Fox and NBC will do something that hasn’t occurred on TV in 55 years: simulcast a sports competition on two broadcast networks. Top line NBC and Fox will televise the USFL’s inaugural game, between the New Jersey Generals and the Birmingham Stallions, on…
As it revs up for Super Bowl 56, DraftKings announced that it has promoted Stephanie Sherman to the role of chief marketing officer. The online betting service will have a 30-second ad in Super Bowl 2022, produced by creative agency VaynerMedia, running during the first quarter. Over the past two years, Sherman has led DraftKings’…
Another Olympics is around the corner, and again the ongoing Covid-19 pandemic threatens to put a damper on the Games. That hasn’t stopped British broadcaster the BBC from crafting an intricate animation to promote its coverage. Despite some restrictions and concerns around coronavirus outbreaks in China, the 2022 Winter Olympics in Beijing will kick off…
NBCUniversal added some heat from the Olympic flame to its existing partnership with TikTok. The media giant and the video creation platform will team up on content and advertising experiences for audiences and marketers on TikTok tied to NBCU’s coverage of the 2022 Winter Olympic Games and Paralympic Games from Beijing. NBCU said its Olympics…
Electric racing sport Formula E has raised the stakes ahead of its new season. In the brand’s high-octane film, the drivers are not just racing for the championship title, but also to fight climate change. Since its debut in 2014, Formula E has pushed for the adoption of electric vehicles to drive sustainability in the…
State Farm aired its first-ever Super Bowl ad in 2021. This year, it would rather spend game day hanging out with you online. Instead of splurging on guest appearances by Drake and Paul Rudd as it did a year ago, the insurance provider is forgoing a traditional Super Bowl ad in favor of the #TeamStateFarm…
Chipotle Mexican Grill has always positioned itself as the healthy alternative to burger-based quick serve and casual food chains. But as plant-based food items populate restaurant menus beyond Veganuary promotional stunts, the chain is trying out a plant-based chorizo for a limited time. The new meatless menu item is getting some support from sports media…
The National Hockey League shared details on the attractions and sponsors for its 2022 Truly Hard Seltzer NHL Fan Fair. The fan festival will take place Feb. 3 through 6 at Las Vegas Convention Center West Hall as part of 2022 Honda NHL All-Star Weekend, hosted by the Vegas Golden Knights and the city of…
Ahead of the 2022 Beijing Winter Olympics, Swiss sportswear brand On brought the pages of a graphic novel to life to introduce a new hero to the next generation of athletes. The 10-minute film, entitled “Black Ice,” is about Akwasi Frimpong, the first skeleton athlete from Ghana and only the second Winter Olympian from the…
After four months of silence about the state of its Super Bowl 56 and Winter Olympics ad sales, NBCUniversal is finally opening up about its expected ad revenue haul for both major February sports events. The company is still holding on to “a few” ad units for Super Bowl 56, and its sales for the…
When it comes to throwing the hardest punch ever measured, UFC Heavyweight Champion and Cameroonian mixed martial artist Francis Ngannou has it covered. However, making an impact through community and inspiration may prove to be his greatest achievement. On Jan. 22, Ngannou will defend his title against Ciryl Gane in one of the most anticipated…
The National Hockey League opened nominations for the 2021-22 Willie O’Ree Community Hero Award Presented by MassMutual through Feb. 6. The award recognizes an individual who positively impacted his or her community, culture or society via the sport of hockey, and it honors Willie O’Ree, who became the league’s first Black player when he took…
The metaverse is poised for rapid growth and rife with opportunities for marketers from AR and VR to NFTs and the creation of virtual worlds. Through immersive experiences and bold digital ads, brands are just scratching the surface in their capabilities to reach new generations of consumers. Tim Clark, chief digital officer at NASCAR, joined…
When it comes to branding, Megan Thee Stallion has had a banner year. After heating things up with CashApp, Nike and Popeye’s in 2021, the Grammy-winning artist continues her hot streak with her next major win: a starring role in Flamin’ Hot’s Super Bowl ad. Today, Frito-Lay confirmed Megan Thee Stallion as its big celebrity…
The days of showing your fan loyalty by collecting trading cards of your favorite basketball player are over. Now, to showcase your allegiance, it’s about sweat and NBA Top Shot moments. Blockchain platform Dapper Labs’ marketplace NBA Top Shot is dropping its first major ad today focusing on the future of collectibles with an appearance…
The Los Angeles Rams celebrated their victory over the Arizona Cardinals Monday night in the Wild Card round of the National Football League playoffs with a new lens for Snap Inc.’s next-generation Spectacles camera sunglasses. The new lens is the first to be built for Spectacles in partnership with a professional sports team, and the…
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