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.
“We don’t want to replace someone else’s jersey patch,” CMO Sean Gilpin said. “To be a founding partner is a unique opportunity to really have credibility in the relationship with the fans.”
After conducting offseason research, the league is targeting fan groups more narrowly with its fourth annual kickoff campaign.
Heading into March Madness, basketball leads the way in terms of fandom, with 64% of women’s college sports fans following hoops.
“We want to be the storyteller of record for women’s sports,” co-founder Jessica Robertson said.
Powerade was the official sports drink of March Madness until this year, when the company swapped in its sister brand.
From its opening campaign to partnerships lasting beyond the World Cup, the league is primed to “pull every lever” in an effort to convert four-year fans into die-hard audiences.
The ESPN Creative Studio recently introduced guidelines defining its iconic logo, font, and color for the digital and DTC age. But don’t call it a rebrand.
The brand is kicking off a yearlong marketing campaign to promote its new variety pack created in collaboration with Boston sports icons.
Hockey fandom is booming, and the NHL is aiming to make it last. Plus, “we need to be likeable,” one exec said.
After a successful Paris 2024 campaign, Nulo upped its spend on Milano Cortina and has plans for LA28.
