Qatar hosting the 2022 FIFA World Cup has been a logistical headache since inception. Until it was moved to the winter, one of these headaches was the ability of elite athletes to play their best in extreme heat. Weather machines and other creative solutions were touted before it was decided that it made more sense…
The Miami Heat are prying FTX’s logo off their arena. The University of California had to strip the cryptocurrency exchange’s mark off its football stadium, cutting short a 10-year, $17.5 million deal that FTX was paying in cryptocurrency. Last week, FTX filed for bankruptcy and CEO Sam Bankman-Fried stepped down–his personal fortune obliterated. For more…
International financial services provider Allianz, a partner of the Olympic and Paralympic movements, has begun an initiative to encourage more young people with disabilities to take up sports through the introduction of a digital training series led by paralympic athletes. The global “Day 1 Done” campaign, created by R/GA London, is part of Allianz’s MoveNow…
Soccer fans will have access to an emergency hotline launched during the World Cup to provide them with statistics about their teams in a brand-raising initiative for insights publication The Athletic. Created by communication consultancy Harbour, the awareness-raising drive for the publisher aims to promote The Athletic as a source of insight and knowledge of…
With the 2022 FIFA World Cup approaching, excitement is certainly building both on and off the field. However, there is one person that feels the U.S. Men’s National Soccer Team (USMNT) needs a bit of encouragement ahead of the games–Ted Lasso. To motivate members of the USMNT, a series of mysterious and inspirational messages emulating…
On a slow night at The Sports Bra, a pub in Portland, Ore., dedicated to women’s sports, Julie Haddon is working off the clock. The CMO of the National Women’s Soccer League is peppering pub owner Jenny Nguyen with suggestions about potential future partnerships between the fledgling bar and the NWSL: playoff events, a pop-up…
To celebrate how soccer can unify players and fans around the world, Adidas has released the latest part of its ongoing “Impossible Is Nothing” campaign ahead of the FIFA World Cup taking place in Qatar. The “Family Reunion” spot from TBWA will run for the next month and features a number of players, such as…
With the World Cup around the corner, McDonald’s is launching the same campaign across more than 75 of its markets for the first time ever. The brand’s largest global campaign to date plays on the simple truth that there are a couple of things that can unite people from around the world: a love of…
Nine combined Olympic gold medals. Six WNBA championships. Twenty-one All-Star appearances. One WNBA MVP. Sue Bird and Sylvia Fowles, two of the most decorated and prolific basketball players in WNBA history–and both among Adweek’s 2022 Most Powerful Women in Sports honorees–each said goodbye to their professional careers a few months ago, choosing to retire at…
While the temperature in Qatar, host of the 2022 FIFA Men’s World Cup, will fall between 73?F to 79?F, the marketing industry is facing a cold snap as advertisers tighten their belts. The World Cup kicks off Sunday, Nov. 20 and will continue during the Thanksgiving and early Christmas period, with the final falling on…
All it took was bringing food, technology and games onto the driving range to help Topgolf convince even golf-averse visitors to pick up a club. Now, Topgolf alums Ken May and Erik Anderson each want to bring the concept to other sports. May, the former president of Krispy Kreme and CEO of FedEx, joined Topgolf…
BrewDog has declared itself the “proud anti-sponsor” of the 2022 FIFA World Cup in a series of billboards protesting the human rights record of host country, Qatar. The brewer has unveiled a punchy campaign, created by Saatchi & Saatchi London, condemning what it said was the “corruption, abuse and death” associated with the tournament. Describing…
The National Hockey League introduced its fourth class of NHL Power Players Monday, made up of 27 advisors in Canada and the U.S. aged 13 through 17 tasked with advising the league on hockey-related topics important to their generation and growing the game among younger fans. The NHL Power Players will meet remotely throughout the…
If brands want to advertise in Telemundo’s U.S. Spanish-language broadcast of the 2022 FIFA World Cup, they’re pretty much out of time. NBCUniversal and Telemundo have just a “handful of units” remaining with under two weeks to go until the soccer competition kicks off Nov. 20 in Qatar, according to Mark Marshall, president of advertising…
This year’s World Cup in Qatar doesn’t start until Nov. 20, but Coca-Cola is already trotting the World Cup trophy around North America like it’s 2026. For a major event sponsor like Coca-Cola, it pays to plan nearly a half decade in advance. After all, the soft drink giant contributes part of the $1.35 billion…
Whether it’s MetLife Stadium in metro New York or Lumen Field in Seattle, America’s sports arenas have been filling up the past several months. And with that, there’s the chance for every marketer to follow fans through the turnstiles. Thanks to technology and sweeping changes in how out-of-home ads are sold and delivered, marketing at…
In 2021, Guinness launched its “Black Shines Brightest” campaign, a platform that celebrates creativity, entrepreneurialism and individualism across Africa. Since then, the proposition has led to an increase of 1.5 million drinkers in the continent. Now, ahead of the FIFA 2022 World Cup, it’s launched the latest iteration, telling the story of two Nigerian brothers…
World Wrestling Entertainment is spinning the Wheel of Fortune. WWE Superstar Xavier Woods will appear on Celebrity Wheel of Fortune Monday night. The sports entertainment organization and the game show are also collaborating on a casting call for WWE fans, for a full week of episodes that will shoot in February and air in late…
It took mainstream media a long time to really begin tapping into the global interest in female athletes. While we still have a long way to go before we see these sports stars receive truly equitable treatment alongside their male counterparts, brands and networks are awakening to the desire of fans to see and support…
For the first time since the National Women’s Soccer League’s inception ten years ago, fans can watch the championship on a national network in primetime. Saturday’s battle in D.C. between the Portland Thorns and the Kansas City Current will air on CBS and Paramount+ at 8 p.m., thanks to a collaboration with sponsor Ally, Paramount…
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