Sports Marketing

At the ANA 1-Day event "The Next Chapter of Email Evolution — From Inbox to Impact," Jen Martindale at the Chicago Cubs explained how the organization drives business results with an email program built for relevance — not volume.

Publicis Groupe is acquiring 160over90, a global sports marketing agency from WME Group, and integrating it with Publicis Sports. The deal could reshape how brands plan and measure sports investments across sponsorships, live events, and commerce.

What does the sports marketing landscape look like, and who is excelling at it?

Gatorade’s campaign utilized geo-targeted ads, in partnership with Google Maps, to help people in India find available spaces to play sports.

Condom brand Durex tapped into the e-sports culture in China and used clever messaging to help navigate advertising restrictions and generate significant buzz on social media.

Alt casts, or alternative versions of sports broadcasts, are growing at a rapid clip, offering advertisers a more relaxed atmosphere than traditional play-by-play coverage.

The NFL expanded its reach beyond hardcore sports fans through an ambitious "Creator of the Week" program that invited diverse content creators to experience games with unprecedented VIP access.

Foursquare shared a guide of customizable targeting strategies for major Q4 moments to help connect with high-intent customers and drive ROI.

The brands teamed up to combat the low body confidence that induces so many girls to stop participating in athletics.

With its “Transcontinental Tailgate” campaign, NBC Sports partnered with a diverse mix of influencers, sending them to three NFL games in four days to produce original content and collaborate with the network’s own social media team.

Marketers are seeking to capitalize on the nearly universal popularity of sports as a powerful driver of consumer behavior. The panel will explore recent trends in sponsorships, media and advertising rights, athlete engagements, and sports focused activations.

Seizing on the insight that families wanted to bring their pets to sporting events, Purina worked with Major League Soccer club St. Louis City SC to create the Purina Club, an in-stadium, pet-friendly section that wasn’t an afterthought but an integral part of the game experience.

Hellmann’s was able to partner with NFL quarterback Will Levis on a well-executed social media content strategy that included custom recipes and engaging videos to reverse an ongoing trend of the brand struggling with sales during the fall season.

In many ways, it’s surprising that more luxury goods haven’t prioritized marketing spend in premiere sporting event partnerships. Both have always been signals of exclusivity and status – those with the will (and bank accounts to match), have been able to see or own events and items that only a fraction of the general population will ever get access to.

Maria Heskin, senior director of marketing and partnerships at the Women's Sports Foundation, has expanded on key partnerships for the nonprofit organization by focusing on awarding financial grants and aligning with niche sports events and tournaments.

This webinar unpacked winning marketing strategies, fan insights, and case studies on effective creative, media, and brand executions that prove the power of women’s sports fandom in driving reach, resonance, and revenue.

The future of sports marketing isn’t just about games — it’s about reaching the 50% of fans, current and potential, that most brands have ignored: females. Learn how Skimm Sports is helping build the sports audience and connect brands to that audience by telling the sports stories women care about.

Head "into the locker room" with leaders from Gainbridge, the Women's Sports Foundation, and Parity as they shared what they learned in designing, launching, and evolving Parity Week by Gainbridge, a nationwide movement to celebrate and amplify girls and women in sports and education.

Stagwell's Sport Beach transformed the experiential marketing landscape at Cannes Lions, creating an innovative blend of business and recreation that attracted thousands of attendees and generated billions in earned media impressions.

Audio media platform Audacy shares data on how ads on sports radio affect fans’ affinity for brands.