Professional Bull Riders said Thursday that the five remaining events in its 2021 PBR Australia Monster Energy Tour will be livestreamed on Facebook. The complete package of events will be available for $2.99, and each event will be made available via video-on-demand, as well. PRB said the events are set to run for approximately two…
Canadian food delivery network SkipTheDishes extended its multiyear partnership with six of the seven Canadian clubs in the National Hockey League. SkipTheDishes will kick off a holistic campaign across broadcast (TSN/Sportsnet and RDS/TVA), supported by in-arena assets, as well as digital, social and hospitality activations throughout the regular season and the Stanley Cup Playoffs, and…
When it comes to celebrating a major anniversary or global event, it’s standard practice for sports leagues to gather together as many active or retired players as possible and cram them into an ad. The results, while packed with nostalgic references and familiar faces, can often be chaotic and feel less like storytelling than a…
The golf industry can’t share this news often or enthusiastically enough: Golf isn’t dead. Roughly 37 million people played golf in 2020, or 8% more than in 2019, according to the National Golf Foundation (NGF). But that isn’t all foursomes heading out to the course to shoot 18 holes. While the number of on-course golfers…
Instead of featuring one or two headliners as usual, the Pepsi Super Bowl 56 Halftime Show will split the spotlight five ways. Top line The event–which is slated to be held on Feb. 13, 2022 at SoFi Stadium in Inglewood, Calif. and air on NBC, Peacock and Telemundo–will feature performances from Dr. Dre, Snoop Dogg,…
Adele’s searing post-breakup ballad “Hello” isn’t a song that usually makes you think about football, but it’s become the unexpected centerpiece of NBC Sports’ biggest-ever Sunday Night Football promo campaign for Sunday’s matchup between Tom Brady’s Tampa Bay Buccaneers and his former team, the New England Patriots. Ever since the NFL’s Sunday Night Football schedule…
The Dallas Cowboys are the most valuable sports brand in the world, even if the scoreboard and standings disagree. Forbes and Sportico estimate that the Cowboys brand is worth between $6.5 billion and $7 billion. Much of that value can be seen from Cowboys evp and chief brand officer Charlotte Jones Anderson’s window: the organization’s…
Amazon Prime Video will be the exclusive home of Thursday Night Football starting next year, and the company is laying the groundwork by declaring itself “the future of football” in a new creative campaign. The streamer will take over the Thursday Night Football package from Fox next season, and will stream the games exclusively for…
Nike is continuing its “Play New” campaign with a partnership with Grammy-winning rap artist Megan Thee Stallion, who will share her personal fitness journey while encouraging her fans to follow their own athletic paths and ignore naysayers. In the campaign’s short film titled “New Hotties,” Megan illustrates her own athletic journey, which included unsolicited advice…
In the nearly four decades since its inception, Sam’s Club has modeled its approach to retail after its founder, the late entrepreneur Sam Walton, who sought to keep prices low for small business owners and organizations with the aim of building self-sufficient communities. That dedication to Walton’s legacy is being extended into the world of…
The last several years have seen unprecedented growth in women’s sports, and now brands are getting in on the action as the WNBA playoffs begin Thursday night. Bleacher Report’s HighlightHer, a portfolio brand focused on female athletes and teams, is going to market for the first time and has secured three major launch partners: Zelle,…
Because of the excitement around Olympic gymnast Simone Biles and Athleta’s partnership, the athleisure brand will offer a limited edition collection that will serve as a “sneak peak” for the full line the two are developing for the spring. In fact, Athleta’s chief brand officer Kyle Andrew, who spoke with Adweek senior editor T. L….
Global international money transfer provider OFX is now the official currency exchange provider of the National Hockey League under terms of a multiyear North American sponsorship revealed Wednesday. OFX will use the partnership to show NHL fans in Canada and the U.S. affordable and easy ways to move money around the world, and the company…
The Philadelphia 76ers announced Crypto.com will be the team’s new jersey patch sponsor this season in the latest blockbuster partnership between a cryptocurrency exchange and a major sports team. As part of the “eight-figure” deal, Crypto.com’s logo will replace StubHub’s on the team’s uniform and the company will help facilitate non-fungible token (NFT) sales around…
Mastercard is making its first sponsorship move into chess by naming Magnus Carlsen, the game’s highest-rated player of all time, as its global brand ambassador. The partnership with Carlsen kicks off with Mastercard’s “Priceless Experiences” promotion. In a bid to connect with Mastercard users who are identify as “chess enthusiasts,” cardholders will have direct access…
American Eagle Outfitters didn’t wait on the sidelines after the National Collegiate Athletic Association relaxed its sponsorship rules, launching the #AEAthleticDept program to work with student athlete influencers, the retailer’s CMO Craig Brommers revealed exclusively to Adweek. The launch coincides with the start of football season, and the brand has fittingly brought on board Kedon…
Surfing is having a moment, from its high-profile Olympic debut in Tokyo this summer to its network TV run on ABC’s competition show, The Ultimate Surfer, created by the legendary pro surfer and entrepreneur Kelly Slater. Meanwhile, HBO’s documentary, 100 Foot Wave, recently captivated viewers over six breathtaking hours. The critically lauded series has been…
Despite declines in fatalities since the 1980s, drunk drivers still kill more than one person per hour every day in the U.S. And although Americans have been driving less during the pandemic, the National Highway Traffic Safety Administration estimates fatal crashes involving an intoxicated individual behind the wheel rose 9% in 2020 compared to 2019….
The National Hockey League teamed up with Twitter in June on #StanleyTweets, an initiative to engrave 52 tweets to the @StanleyCup account into a first-of-its kind installation at the Hockey Hall of Fame in Toronto. That installation is now live. This marks the first time actual fan tweets have been on display at the Hockey…
An NFL game will put a company’s message in front of a whole lot of people. But those commercials won’t speak directly to them. During football’s first pandemic season in 2020, with games played in empty stadiums, Nielsen noted that 69 of the Top 100 television broadcasts were NFL matchups. The league’s media partners at…
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