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The prebiotic-soda brand announced an official sponsorship of the Dallas Cowboys with a post starring the team’s cheerleaders, exemplifying its nontraditional approach to sports.
The sponsorship is part of a broader, extended deal that also encompasses the existing Overtime Elite, Overtime Select, and OT7 leagues.
The product design company recently announced a wide-ranging deal with McLaren Racing focused on content creation.
Media buys were “always part of the calculus” for pursuing an official NFL sponsorship, which kicked off this year, one Amex ad exec said.
The BNPL company’s deal with the Philadelphia 76ers is the latest effort to “build a real presence” in the fan-forward Philly area, its CMO exclusively shared.
With wearables, sports, and health-minded thinking getting more popular, the smart ring maker has upped its investments in sports orgs.
While premium sponsors may have some insulation from the rising price of attendance, many are also looking to attract fans outside the grounds.
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