Experiential Activations

Learn how top brands are mastering experiential activations to reach new audiences. Our reporting offers a deep dive into the creative and technical side of the industry.

Collage clockwise from top: Coco Gauf, a Black woman tennis player, sits in front of microphones at a press conference in front of Mercedes Benz logos, Taylor Fritz, a white man tennis player serving a ball while wearing an Oura ring on his middle finger, and a promotional image from Grey Goose showing a Honey Deuce cocktail, a pinkish drink with 3 melon balls skewered on a swizzle stick, being held up in front of a crowded tennis court.
Sports Marketing

Even luxury brands are adapting to the US Open ticket price surge

While premium sponsors may have some insulation from the rising price of attendance, many are also looking to attract fans outside the grounds.

Alyssa Meyers
Rendering of court design for AT&T's 2026 WNBA All-Star Weekend activation.
Sports Marketing

Inside AT&T’s WNBA All-Star Weekend playbook

During this year’s event, the title sponsor is looking to build on the momentum the league and its partners have experienced since its last All-Star Game in Chicago four years ago.

Alyssa Meyers
Lowe's World Cup 10-foot Leo Messi inflatable in a yard.
Sports Marketing

For its World Cup campaign, Lowe’s is betting big on Messi—literally

The home improvement retailer’s summer soccer campaign hinges on 10-foot-tall inflatables of the soccer icon.

Alyssa Meyers
Promo graphic for IBM's Masters at Madison Square Park even showing a rendering of the activation.
Sports Marketing

How IBM’s Masters campaign marks a shift in its sports strategy

After 30 years as a partner of the tournament, the tech giant is taking more of a consumer-focused approach to its activation this year.

Alyssa Meyers
MLS player Son Heung-min leans over a camera smiling, with the stylized text "MLS IS BACK" framing his face, from a still out of an MLS campaign promoting the league's new season
Sports Marketing

Inside Major League Soccer’s World Cup year marketing playbook

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.

Alyssa Meyers
A Sephora and TNT branded glam room
Sports Marketing

TNT Sports, Sephora partner on Unrivaled ‘glam room’ experience

A bus tour kicking off today will give Unrivaled fans across three cities access to a mobile version of the Sephora glam room players use on game days.

Alyssa Meyers
Shai Gilgeous-Alexander in a fur coat at the 2025 NBA All-Star Weekend
Sports Marketing

Amid Super Bowl and Olympic season, some brands go all in on NBA All-Star

With this year’s US vs. World format going down at Inuit Dome in LA, league sponsors are leaning into player partnerships, community activations, and social extensions during All-Star Weekend.

Alyssa Meyers

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