Stay ahead of the curve with the latest in sports marketing. Explore in-depth analysis, breaking news, and the trends shaping the future of this marketing sector.
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.
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.
The Dallas Wings’ partnership revenue doubled from 2024 to 2025, and is expected to about double again this year, according to CEO Greg Bibb.
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.
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.
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.
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.
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