World Cup
Inside Unilever’s World Cup sponsorship strategy
The personal care giant is an official sponsor of the tournament with several pro athlete partners, but its World Cup push is largely centered around influencers.
Alyssa is a senior reporter for Marketing Brew who’s covered sports for three years, with a particular interest in brand investment in women’s sports. Prior to that, she wrote about podcast and audio advertising for Marketing Brew and Business Insider and was a data journalist for Morning Consult. She started her career covering crime and breaking news for the Boston Globe and the Virginian-Pilot.
Sports Marketing
How the Kansas City Chiefs’ plan to hook the youngest sports fans
The team rolled out an animated series on YouTube starring mascot KC Wolf, marking its first push into children’s content.
Brand Strategy
Dawn is the most trusted brand in America for the second year in a row: report
A report from Morning Consult found that legacy brands like Mr. Pibb and Marlboro gained the most trust this year.
Sports Marketing
Disney is mostly sold out of ad inventory through Game 5 of NBA Finals
Tonight’s Game 4 of the series between the Knicks and the Spurs has been sold out for weeks, a Disney Advertising exec said.
Social & Influencers
How soccer creators are helping to make the World Cup more than a moment
Leagues like La Liga in Spain and Bundesliga in Germany are eager to hook American fans this summer, and they’re using influencers to do it.
Sports Marketing
How US soccer clubs and leagues are scoring more fan data
Soccer fandom is on the rise ahead of the World Cup, and marketing execs in the sport are thinking about how to best capture data about their growing fanbases.
TV & Streaming
How Liquid I.V. got written into the plot of ‘Off Campus’
The hydration brand’s integration into several episodes of Prime Video’s hit hockey romance is the latest example of a fictional sports sponsorship.
Sports Marketing
How the National Women’s Soccer League is building momentum for brands
The league has a new CMO, Rachel Epstein, and CCO, Brian Kelly, who are working to kick audience and sponsor growth up a notch.
Sports Marketing
Motorsport icon Susie Wolff on building a fandom for F1 Academy
“We know it’s going to take time to shift the mindsets,” she said. “It’s competitive, but…we’ve managed to break through.”
Social & Influencers
How TGL’s game stays on par with golf’s changing demographics
The tech-forward, team-format golf league already has an audience that skews younger than the PGA Tour, and execs are looking to make it even more youthful.