Sue Bird is barely a year into her retirement, but she’s already finding new and innovative ways to pass the time, thanks to her partnership with Corona. The four-time WNBA champion, 13-time All Star and five-time Olympic gold medalist–who spent her entire storied 20-year career with the Seattle Storm–announced her latest collaboration with the beer…
Minor league baseball team the Worcester Red Sox (nicknamed the WooSox) partnered with Workers Credit Union, virtual and augmented reality company Link To VR and LTI Business Solutions to bring augmented reality experiences to fans during home games at Polar Park in Worcester, Mass. Beginning June 9, attendees at Polar Park will be able to…
With less than two months until one of the biggest sporting events of the summer, Fox Sports revealed its flagship promo for the 2023 FIFA Women’s World Cup. The U.S. Women’s National Team is aiming for an unprecedented third-consecutive title, and the players know the rest of the world is out to get them. The…
When Ryan Reynolds Tweeted a “Wrexham United” logo on June 8, some may have speculated that the North Wales-based soccer club he co-owns with Rob McElhenney was changing its name or even merging with another team. Luckily, the owners quickly clarified. The real news is that United Airlines is the team’s latest major sponsor. In…
Sports have a lifelong impact–and Nike and Dick’s Sporting Goods know it. The brands have now teamed up for the second phase of Dick’s “Sports Change Lives” campaign, with Nike partnering on the project for the first time. Regarding the scope, Nike and Dick’s have never collaborated on an ad campaign of this scale, and…
There’s a Serena-sized hole in the professional tennis landscape, but marketers aren’t dwelling on what they’ve lost–instead they’re focusing on the next generation of potential scene stealers and trophy winners to draw fans to this summer’s U.S. Open. For a campaign launching this weekend, executives at the U.S. Tennis Association and agency Dentsu Creative also…
Global toymaker Lego has begun a campaign that champion the way girls play and to help them overcome societal expectations by linking up with women soccer stars Megan Rapinoe, Yuki Nagasato, Sam Kerr and Asisat Oshoala. According to research conducted in 2022 by the Geena Davis Institute, which heard from 6,844 parents and children aged…
In Warner Bros. Discovery’s first year hosting the NHL Stanley Cup Finals, the company leveraged the power of the league and the NBA to help drive record ratings and revenue. The company and Disney/ESPN split the rights to the NBA and the NHL as part of a seven-year TV deal, and this year it’s WBD’s…
Very little about our world exists as it did in 2019. For a company like Columbia Sportswear, that year may as well exist in a different century. In the lobby of Columbia’s headquarters at its campus just off Route 26 in Portland, Ore., longtime company president Gert Boyle’s face looks down on the lobby from…
Newly promoted to the English Soccer League, Wrexham AFC has announced two new sponsors, with owners Rob McElhenney and Ryan Reynolds releasing a typically self-deprecating ad to welcome ST?K Cold Brew Coffee as the official stadium sponsor and Betty Buzz as its training kit sponsor. The North Wales-based soccer club, which has just achieved promotion…
When soccer superstar Alex Morgan called Jessica Robertson in 2019, she instantly picked up the phone. In 2021, Robertson and Morgan–alongside swimmer Simone Manuel, snowboarder Chloe Kim and WNBA icon Sue Bird–launched the media and lifestyle platform Togethxr, specifically targeting Gen Z and millennial women. Women’s sports receive just 5% of media coverage, and Robertson…
Basketball stars and fashion go hand-in-hand, and ahead of tonight’s WNBA season tip-off, Google debuted a new campaign showcasing new ways to search as players show off their “tunnel fits.” A 30-second spot featuring stars such as Kelsey Plum, DiDi Richards, Diamond DeShields, Arike Ogunbowale, Kahleah Copper and more will debut tonight on ESPN during…
What does going viral mean in a world of social media campaign oversaturation and fleeting attention spans? Soyoung Kang, CMO of Gen Z-focused beauty brand Eos Products, and Ashley Atwell, avp of social content at the National Basketball Association, joined Adweek at Social Media Week to reflect on their best viral social media marketing examples…
Dreams can change lives–and the U.S. political landscape. And in 2020, WNBA team the Atlanta Dream did both. Just ahead of the 27th WNBA season tip-off, Amazon Prime Video has ordered a documentary film Power of the Dream that details how the team took on their owner, and permanently altered Georgia politics. “We believe in…
Sports documentaries are booming, but some athletes’ stories have been relegated to the bench. The sports documentary series is having a bit of a moment. Fans seek closer connections to players and teams and leagues look for ways to market their sport to fans that don’t seem forced. Driven by a desire for authenticity and…
With just three days to go until the WNBA’s 27th season tips off, the league completely overhauled its app and website, thanks to a collaboration with Deloitte. The W’s digital properties have long been a source of contention for the fanbase, and the league did not have a dedicated digital and content team until 18…
If you’ve seen any of the films in the Creed trilogy or caught Calvin Klein’s recent campaign, you may know by now that Michael B. Jordan takes his fitness routine very seriously. So much so that even his water and the world around him have a high standard to meet. For Propel Fitness Water’s “Make…
As name, image, likeness (NIL) deals and financial education become increasingly important in the world of college and professional sports, the team at Morgan Stanley has been on the ground since the beginning. Sandra Richards, the global head of the company’s sports and entertainment division, is leading the way, particularly advocating for female and historically…
Not so fun fact: The three top mascots in the NBA–Rocky the Mountain Lion, Harry the Hawk and Benny the Bull–each pull in considerably more money annually than Jackie Young, the highest-paid player in the WNBA. With this statistic in mind, an advocacy group has created its own mascot called Ally Hoop, coinciding with the…
Star Dallas Wings guard Arike Ogunbowale captured the nation’s attention with two electrifying buzzer beaters in the 2018 NCAA Final Four–including one to win the championship. In this episode of Champions of Change, Ogunbowale joins Adweek’s Mollie Cahillane to chat about the upcoming basketball season, a new-look Dallas team and partnerships with brands like State…
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