Brand Partnerships

A billboard inside a stadium displaying the Ted Lasso show art beside the KC Current team art.

The Kansas City Current’s marketing coach is ‘Ted Lasso’

The character from the beloved Apple TV show got top billing during the World Cup—including a World Cup watch party at the NWSL team’s stadium.

Jennimai Nguyen

Sports Marketing

Sam Adams taps hometown roots in new campaign

The brand is kicking off a yearlong marketing campaign to promote its new variety pack created in collaboration with Boston sports icons.

Alyssa Meyers

Sports Marketing

Exclusive: Google and McLaren extend partnership deal

Google is extending its multiyear agreement with the team and shifting its focus from Chrome to Gemini.

Alyssa Meyers

Runners at the starting line of the 2025 Boston Marathon

Sports Marketing

Inside Clif Bar’s return to its running roots

The energy-bar brand, which engaged with running in the ’90s, is leaning back into the sport through partnerships with Strava and the Boston Marathon.

Alyssa Meyers

Seattle Mariners broadcaster Rick Rizzs laughs while holding a bag of Cheetos, which he eats superstitiously before games.

Sports Marketing

How a superstition sparked Cheetos’s first sports team partnership

After the snack became part of a broadcaster’s ritual, PepsiCo’s CCO couldn’t pass up the partnership. “Between us and Etsy witches, of course we want to be a part of that,” he said.

Alyssa Meyers