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.
The Team USA women’s roster skews younger, with Paige Bueckers, Angel Reese, and Caitlin Clark all making their senior national team debuts. The media company is using that to promote the tournament to viewers and advertisers.
While premium sponsors may have some insulation from the rising price of attendance, many are also looking to attract fans outside the grounds.
Rose, a glitter-breathing dragon, made her debut on the team’s home court at the Moda Center in late August, and “the place went nuts,” a team exec said.
The company, which owns multiple snack brands, recently announced partnerships with the Kansas City Chiefs and five NCAA programs.
“You can create a plan around an individual player with the hopes that that player advances really far, but if he doesn’t, then you’re kind of left with no plan,” the Galaxy’s president and COO said.
The key to the well-received video, according to the team’s VP of content marketing, was to “make it for the group chat.”
US Open sponsor Grey Goose sold more than 730,000 of the iconic cocktails at the tournament last year. Now the brand is focused on elevating the fan experience.
The audience for the sport is growing, and teams are starting to pull in big brands with even bigger marketing budgets, like Kellogg’s Raisin Bran.
The insurance company, which has worked with Patrick Mahomes and Andy Reid, is adding Cam Skattebo, Fernando Mendoza, and Curt Cignetti to its talent roster.
The fitness app, which has long been most associated with running, is working to get users to tap into its features for other sports and modes of training.
