World Cup
The World Cup’s hydration breaks are lucrative. Are they worth frustrating fans?
Mandatory hydration breaks have drawn criticism en masse from soccer viewers—and some marketers.
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.
Social & Influencers
How brands are embedding themselves in World Cup hype on Reddit
Reddit’s creatives are encouraging advertisers to adopt a “listening first…talking second” approach to win over soccer fans.
World Cup
Why Miller Lite sent a barge loaded with beer to Miami
Because Scotland’s Tartan Army was there for the World Cup, of course.
Sports Marketing
Inside Fox Sports’s World Cup marketing blitz
The network is throwing serious marketing might behind its World Cup rights, including a Miracle on Ice–themed ad and the hiring of “chief World Cup watchers.”
Sports Marketing
How air-care company Blueair upped Instagram views by more than 1,000%
Earlier this year, Blueair became the official air-care partner of the New York Knicks, who went on to win the NBA championship. “I’m not saying it’s the air, but I’m not saying it’s not the air that’s helped them win,” the brand’s CMO said.
Social & Influencers
The unexpected brands running creators want to work with
After a run, I always want ice cream,” one runner said. Another dreams of a cookie sponsorship. But snack-food brands are few and far between in running partnerships…so far.
Sports Marketing
Why the National Basketball Players Association is debuting a B2C brand
The new commercial brand, Plyrs Untd, is “changing the partnership dynamic” to put more power in the hands of the athletes, one NBPA exec said.
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.
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.