Super Bowl 56 won’t be played in a stadium, but in a 300-acre Los Angeles neighborhood that includes 2,500 homes, 25 acres of parks, a performance venue, shops, restaurants, movie theaters, offices and a man-made lake. Which just happens to include SoFi Stadium. Hollywood Park is just the latest example of how National Football League…
Looking to diversify its work in the digital collectibles space, non-fungible token firm Candy Digital announced the hiring of Andre Llewellyn as chief marketing officer. “My goal is to make Candy a beloved household name when it comes to sports fandom and digital collectibles,” Llewellyn told Adweek. “This won’t happen overnight because the space is…
When lockdowns and social distancing benched most professional sports leagues for long periods and kept fans out of the stands, eSports were the only game in town. But even as in-person gatherings have resumed to something approaching normal, the popularity of eSports is continuing to rise. In fact, rather than being influenced by legacy teams…
The events of this past year surrounding social justice has made a significant impact, but has left a gap between having necessary conversations and taking real action so that a change can happen. At Adweek’s Brandweek Sports Marketing summit, the NBA’s executive vice president and chief marketing officer Kate Jhaveri and WNBA’s head of league…
As soccer has exploded in popularity across the U.S., NBCUniversal has big plans after maintaining its exclusive rights to one of the world’s most famous leagues. NBCU and the Premier League extended their rights agreement by another six years on Thursday, fending off rivals like ESPN and ViacomCBS in a heated bidding war that confirmed…
Twitter head of global content partnerships Jennifer Prince is flying the coop after more than eight years, joining the National Football League’s Los Angeles Rams as the club’s first-ever chief commercial officer. Prince said in a tweet Thursday, “My next play is with the Los Angeles Rams as chief commercial officer. The time is now…
The English Premier League and NBCUniversal are extending their relationship, announcing a six-year rights renewal in the United States, keeping the company as the exclusive home of all 380 soccer matches every season through 2028. NBC Sports Group held on to the U.S. package after a heated bidding war between several other top media companies,…
As more athletes continue to use their platforms to engage with their communities, skateboarding is becoming another sport that is inspiring a culture to be more inclusive. In an effort to empower, uplift and connect with the sports community, Vans is continuing to use their platform and partnerships to put all communities–including marginalized athletes–at the…
It’s becoming increasingly crucial for brands to engage with younger consumers in authentic and genuine ways to remain culturally relevant. To do this, the NFL is ramping up its focus on growing its fanbase by creating the right content on the right platform for the right community. Tim Ellis, the NFL’s evp and CMO, and…
For more than three decades, Nike has been defined by three iconic words: “Just Do It.” But its new platform about mental wellbeing marks a step change for the brand, by shifting the focus from doing to feeling. Mind Sets, which debuted on Thursday, is the first time that the brand has overtly linked physical…
As more athletes use their platforms to raise awareness of social issues, the sports landscape is becoming more accepting of its athletes’ activism initiatives. At Adweek’s Brandweek Sports Marketing summit, sports icons Candace Parker and Allyson Felix spoke with Victoria Anderson, vice president at cultural marketing agency 160over90, about how activism in sports has evolved…
As cryptocurrency continues its rapid ascent into the financial consciousness of investors, the brand Crypto.com is aiming to burnish its rather generic identity into the minds of consumers by taking over the naming rights of the soon-to-be former Staples Center in Los Angeles. On Christmas Day, the 20,000-seat venue that serves as the official home…
Former Yankee Alex Rodriguez made over $455 million playing baseball. Now, he’s made a particularly successful transition from home run king to investor, working to build on that fortune off the baseball diamond. During the Brandweek Sports Marketing summit, the former MLB MVP spoke to Adweek chief brand officer Danny Wright about networking and how…
College athletes are fairly new to marketing, but they’re already changing the game for companies including Unilever. It’s been little more than four months since the NCAA allowed student athletes to make money from name, image and likeness (NIL) rights. The collegiate sport governing body’s July 1 decision made it possible for college players to…
The 2022 FIFA World Cup is still more than a year away, but advertisers are already lining up to sponsor NBCUniversal and Telemundo’s Spanish-language broadcast of the soccer competition. With twelve months to go, NBCUniversal and Telemundo are sold out of the competition’s major sponsorship spots, which include the presenting sponsorships for the pre-game, halftime…
Vaccination passports are being seen as a ticket to freedom as the world aims to move further away from the Covid-19 pandemic. However, making them part of regular lives will take time as they become mandatory in a growing number of European countries to gain entry to entertainment venues, restaurants and stadiums. In recognition of…
LONDON–Phil Young, founder of outdoor lifestyle agency Mighty Mighty, has loved spending time outside since the first time he hit the ski slopes as a teenager. After that experience, he became a snowboarder, cyclist, trail runner and skateboarder, and even co-hosted a snowboarding TV show. But over time, a realization dawned. “I’ve always been the…
If Pepsi’s going to be the drink of choice of a new generation of sports fans, it’s going to need next-generation data to figure out who they are. During the Brandweek Sports Marketing summit, PepsiCo’s head of sports marketing and partnerships Justin Toman told Adweek’s consumer product goods reporter Paul Hiebert that “unsexy” data and…
Athletic apparel outfits Champs Sports and Eastbay are doing their best Gotenks from Dragonball Z impression by fusing together as one entity. Champs Sports x Eastbay, as the combo is now known, will operate under the Foot Locker umbrella as part of the retailer’s larger goal of appealing to Gen Z athletes. Guy Harkless is…
After a pandemic year that upended athletics as much as any industry, 2021 saw the gradual return of fans to the sports they love. Tokyo hosted the 2020 Olympics (without spectators) on a one-year delay, professional teams implemented Covid-19 vaccine requirements and safety protocols for players and spectators, and Americans’ engagement with sports–in person, in…
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