Sports Marketing
Why TJ Maxx is sponsoring the ESPYs
The retailer’s partnership with ESPN’s awards show, now in its second year, marks a continuation of its commitment to women’s sports.
Athlete Sponsorships
Get the essential updates and strategic advice on athlete sponsorships. From platform changes to consumer behavior shifts, we provide the context behind the headlines.
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.
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
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
As marketers center sports, athlete injuries can be a bigger risk—here’s how they navigate them
Focusing on an athlete’s humanity over a highlight reel is something some marketers are considering, execs tell us.
Sports Marketing
Why a pet food company went all-in on the Olympics and Paralympics
After a successful Paris 2024 campaign, Nulo upped its spend on Milano Cortina and has plans for LA28.
Sports Marketing
As college sports look more professional, sponsors turn to high school
High school sports, some marketers are finding, can provide brands with national reach and inroads with potential future star athletes.
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