When Charles Schwab became the title sponsor of the golf tournament formerly and colloquially known as The Colonial in 2019, the brand wanted to activate differently around the tournament to engage more than just golf fans. As a marquee stop along the PGA Tour calendar, the Colonial Country Club has been a fan favorite among…
People are hungry for food and togetherness. Ergo, Subway is celebrating football fan get-togethers for this month’s Euros with its new #TimeForASub campaign. After being postponed for a year, the Euros are returning and the #TimeForASub campaign channels the excitement of finally being able to get friends together to watch it. The campaign, created by […]
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Twitter teamed up with sports technology company Opendorse on a way for student-athletes to monetize video content on the social network in anticipation of upcoming legislation that will allow those student-athletes to be compensated for their name, image and likeness. The partnership pairs Opendorse’s endorsement marketplace with Twitter video sponsorships and enables advertisers to sponsor…
The National Hockey League is accepting applications through July 2 for the third class of youth advisory board NHL Power Players. The initiative began in 2019, and it will bring 25 hockey fans between the ages of 13 and 17 from across Canada and the U.S. together to advise the league on hockey-related topics that…
After a year of closed stadiums when sports teams had to reinvent their positioning in digital, fans are taking their seats once more with the 2021 baseball season underway. Christopher Connolly, Senior Vice President of Marketing at San Diego Padres, shares how they navigated the online landscape to deliver and exceed expectations for enthusiastic fans…
Global sports apparel brand Nike released a new installment of its global “Play New” campaign featuring an old, battered tough-talking soccer ball giving out-of-date advice on how to be a winner in sports by playing dirty. The campaign, led by Wieden + Kennedy, began in May in a bid to encourage people to try new…
Ahead of this summer’s Uefa Euro 2020 football tournament, German carmaker BMW has partnered up with the world’s top ranked national soccer team, Belgium. Instead of sponsoring the players, it’s celebrating the country’s empty roads. BMW has linked up with the Belgian national team since 2012 and will now promote the BMW Belux by flaunting…
In the not-so-distant past, Naomi Osaka’s abrupt withdrawal from the French Open on Monday would have been the kind of controversy to set off immediate friction and damage control to spare a new brand sponsor relationship. But times have changed. And so have the expectations and aims of sports marketing partnerships and food brands. In…
After rolling out special-edition City Connect uniforms for more than a dozen NBA teams, Nike has moved onto baseball–first with Boston Marathon-themed Red Sox jerseys, and now with special threads for the Marlins. Miami’s City Connect unis arrived with much buzz and fanfare as they tied the bond between baseball, community and culture. The Marlins…
With the National Basketball League (NBA) celebrating its 75th anniversary this year, the league has released a global campaign voiced by award-winning actor Idris Elba to promote itself to the world. Created by Translation LLC and directed by Emmanuel Adjei, the 60-second spot, “That’s Game,” features an original score from Oscar-winning producer Jon Batiste and…
Razor startup Shavelogic is setting itself up to take on the playoff beards of National Hockey League players once their clubs are eliminated from postseason play. Shavelogic is now an official NHL partner in the U.S., marking the company’s first tie-in with a professional sports league, and it will be connected to the league and…
As the Uefa European Championship Football Tournament gets set to kick off across Europe in June, Just East Takeaway.’s first sponsorship campaign for the event tells the frenetic journey of a pizza delivery and how it improves the viewing experience. The month-long tournament will take place across several European cities for the first time. It…
To tackle online hate, British telecom giant BT is recruiting a diverse team of football players to push out its Hope United campaign ahead of the UEFA European Championship. The multi-million-pound campaign is created by Saatchi & Saatchi. It will bring together 20 players from England, Scotland, Wales and Northern Ireland, including Marcus Rashford, Gareth…
Nike and British broadcaster Channel 4 have teamed up to create a short documentary about the life of a young Londoner who is using sports to conquer his fears. Focused on Tu’Shea, who grew up caring for his mother and suffers from a lack of confidence, the 22-minute film follows him as he is given…
The Stanley Cup Playoffs are underway, and Little Caesars and Pepsi are teaming up to give one lucky fan the perfect place to watch the action, designed by National Hockey League legend and Stanley Cup champion Mike Modano. Fans have until June 8 to upload a photo or video to Twitter explaining why they are…
The BBC is beginning to forge a strong track record when it comes to using animation to promote its footballing events. This time it’s the delayed Uefa Euro 2020 football championships, showcasing famous international players passing the time before taking to the grass. The “Our Wait is Over” ad, directed by Nicos Livesey from animation…
The Women’s National Basketball Association tips off its 25th season Friday night (May 14), and all 144 players, along with friends and influencers of the league, are sporting a special hoodie as part of a collaboration with Twitter. The #W on the front of the hoodie is actually a QR code that can be scanned…
The new Chelsea F.C. away kit ad has proven an instant hit with fans, racking up over 3 million views over the first 24 hours alone. The groovy ad, released on May 13 to promote its home kit for the next season while reinforcing its London heritage, garnered an instant reaction that indicates passion for…
A year ago, no one knew when live sports would make a return after Covid-19 forced the abrupt shutdown of every league, which complicated upfront negotiations. But Fox Sports is heading into this year’s talks feeling better than ever about the state of the sports marketplace. So the company had a bit of swagger heading…
As the delayed UEFA Euro 2020 tournament nears, sponsor Heineken’s new campaign hopes to stir a little extra good-hearted rivalry among football fans this year, because hey, we all deserve a little extra mischief after the year we’ve had. Created by Publicis’ Le Pub, the “Finally Together” campaign encourages fans and consumers to enjoy a…
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