Success doesn’t always come easy. One of the biggest challenges can be looking past the critics who doubt your abilities in order to become the best you can be. That said, success really starts from your passion within. To that end, energy drink C4 Energy and its parent company Nutrabolt are urging consumers to get…
Stories about Paralympians are often framed as inspiring tales of overcoming adversity. But a new campaign from Canadian agency Cossette for World Wheelchair Rugby (WWR) aims to change that narrative by decentering the perceptions of non-disabled audiences and simply focusing on how competitive these athletes are. The campaign kicked off on Aug. 17 to introduce…
Wendy’s has recruited another former pro athlete named Reggie–this time, retired running back and current TV commentator Reggie Bush–to hype its breakfast menu. The new spots, from agency VMLY&R, are themed for college football and tailgating season, continuing the gag that has superstar athletes flipping the script on the traditional player-fan dynamic. Bush, for instance,…
Be sure to tune in to the latest episode of Adweek Presents: Most Powerful Women in Sports video series, featuring Marvet Britto, President and Chief Executive Officer of The Britto Agency. Uber-connected sports brand strategist Marvet Britto opened The Britto Agency in 1993 after having no luck searching for an internship or full-time position within…
On this week’s episode of Adweek Presents: Most Powerful Women in Sports, Katrina Adams, former president and chief executive officer of the United States Tennis Association (USTA), talks about the future of women’s sports and the renewed focus on mental health as superstar athletes use their platforms to break the stigma. Mental health matters From…
If a team plays a full season in an empty stadium in Las Vegas, did it really happen? The National Football League’s Raiders brought their iconic 60-year-old brand to their new home stadium in Vegas last year. But Covid-19 didn’t care. After declaring their move from Oakland in 2017, the Raiders played their inaugural Vegas…
The summer of sports is well underway. Olympic feats have dominated the news and are widely discussed, even by those not all that into sports themselves. I found myself thinking about what lessons can be learned from the Olympics, the Paralympics, the Euros and sports’ ability to reach people. How and why should brands use…
After nurturing a 20-year partnership with British soccer, a multinational banking institution gets sentimental with a story that shines a light on what a long-term emotional investment in the sport looks like. To celebrate its long-term sponsorship–with special attention towards its titular support of the FA Women’s Super League–Barclays has released a documentary that spotlights…
As Barcelona’s footballing talisman Lionel Messi was leaving the club he had spent his career playing for to move to Paris Saint Germain, PepsiCo brand Gatorade released a global campaign to act as a poignant coda to his time with his former club and outline his motivations. Messi, who joined Barcelona at the age of…
Sha’Carri Richardson, with long, newly dyed orange hair flowing behind her like flames, dusted the competition at the Olympic trials in mid-June in Oregon. The 21-year-old sprinter finished the 100-meter race in 10.86 seconds, qualifying for her first Olympics and earning the “fastest woman in America” title. It was at that televised moment that track…
Approximately 1.2 billion people, or 15% of the global population, are disabled-making up the world’s largest minority group. But despite this staggering figure, disabled people are still routinely stigmatized, discriminated against and largely invisible across society and culture. Facing this glaring inequality, the International Paralympic Committee has joined forces with multiple global organizations for a…
In response to a year of closed stadiums, the sports industry had to turn its digital transformation dial to MAX and discover ways to bring the sport to its fans. Larisa Johnson, vice president of paid and CRM media at the National Basketball Association, shares how the NBA took an omnichannel approach to their “That’s…
Karin Timpone, a marketing veteran who has steered brand strategy for companies such as Marriott International, The Walt Disney Company and Universal Studios, is joining Major League Baseball as its first CMO in five years. Timpone’s hiring comes amid a wider reset in sports marketing: Fans and teams have returned to something approaching normalcy since…
Reddit is ready for more football, as the platform and the National Football League extended the content partnership the two parties initially kicked off in September 2019. NFL fans have had access to exclusive content and Ask Me Anything sessions since the start of the partnership, and the extension will bring with it elements such…
World Wrestling Entertainment fans who can’t wait for the doors to the new SummerSlam Superstore in Las Vegas to open at 11 a.m. PT/2 p.m. ET Thursday (Aug. 19) can get a 30-minute jump via the WWE Instagram account. An Instagram Live Shopping experience at 10:30 a.m. PT/1:30 p.m. ET Thursday will enable fans to…
American Express is inviting tennis fans to channel their inner Serena Williams and Novak Djokovic at six pop-up courts along the Hudson River in Manhattan in advance of this month’s kickoff of the U.S. Open tournament in Flushing, Queens. The promotion is part of a mix of on-site and off-site experiences for the two-week program…
The owners of Seattle’s new National Hockey League franchise wanted to release the Kraken. But the pandemic demanded that the Kraken stay home, stream some shows and order delivery. It’s hard enough to build a new professional sports franchise, fan base and brand under normal circumstances. The Seattle Kraken did so amid Covid-19 and a…
Soccer champion Cristiano Ronaldo is a frequent star of advertising for brands ranging from Nike to Coca-Cola. He makes his latest commercial appearance in the biggest ever campaign for LiveScore, a global business spanning 200 territories that provides real-time sports updates. This is the brand’s TV ad debut, developed by London-based creative agency Wonderhood Studios…
Major League Baseball built it, and Thursday night, the New York Yankees, Chicago White Sox and roughly 8,000 fans will come to the Field of Dreams site in Dyersville, Iowa, for the first MLB game to take place in that state. For those not among the lucky 8,000, the league will ease your pain with…
Following a highly competitive months-long auction process conducted by parent company Adidas, sneaker brand Reebok finally found a buyer. Authentic Brands Group, which has been scooping up notable retail and consumer brands for the past decade, is making its largest purchase to date with the acquisition valued at about $2.5 billion (EUR2.1 billion). The all-cash…
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