Fan Engagement
How the Portland Fire marketed a basketball team with no players
Up until the expansion draft last month, the revived WNBA team relied on moments like its jersey drop and schedule release to generate content without a roster.
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 jewelry brand Gorjana found its place in sports
Partnering with tennis player Jessica Pegula in 2023 “was a huge, eye-opening opportunity,” an exec said, and the brand has since built a roster of pro and college athlete partners.
Sports Marketing
A’ja Wilson and Jalen Brunson are starring in Lowe’s debut basketball campaign
The home improvement brand has never done basketball sponsorships before, but is pulling on its work in football and soccer to inform its approach, CMO Jen Wilson said.
Sports Marketing
How Dallas’s WNBA team is spreading its sponsorship wings this season
The Dallas Wings’ partnership revenue doubled from 2024 to 2025 and is expected to about double again this year, according to CEO Greg Bibb.
Brand Strategy
Inside the making of Peloton’s viral Hudson Williams ad
“I knew it was going to connect,” Peloton CMO Megan Imbres said. “I did not think it was going to connect at the level that it has.”
Sports Marketing
It’s a bird, it’s a plane, it’s Sky Scraper: How New York City FC got its pigeon mascot
The MLS team took a page from Ellie the Elephant’s playbook—and worked with the consultancy behind the Phillie Phanatic—to create a bird that could become a fan favorite.
Sports Marketing
Mondelēz taps soccer superstars to get people snacking during World Cup
The food and beverage giant partnered with soccer icons Alex Morgan, Sophia Smith, and Christian Pulisic—as well as Pitbull—for its “Summer of Soccer” campaign.
Sports Marketing
Axe asks soccer fans to go out on a limb for World Cup tickets
The Unilever-owned brand is offering tickets to a handful of fans who don their craziest FIFA-themed fit and ask someone out on a date.
Brand Strategy
Meet the newest ‘Running Point’ character: Jake from State Farm
The insurance company’s spokesperson is appearing as a character in a TV show for the first time as part of a collaboration between State Farm and Netflix.
Sports Marketing
How soccer orgs and sponsors are putting local spins on World Cup campaigns
The tournament spans 16 cities and three countries this year, leaving leagues, host committees, media rights partners, and sponsors with the task of tailoring their marketing efforts to many different markets.