sports marketing

Digital-native brands are racing to break free of their social media roots to reach a broader base of US customers. For many brands, this means betting big on sports.

The newly renamed Washington Commanders are the only team in the NFL with a chief creative and digital officer rather than a marketing chief. Will Misselbrook took the job last year in the interim between the temporary name change from the Washington Redskins to “Washington Football Team.”

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Brian Kim, CEO at Relo Metrics. Everybody knows the old adage, nobody gets fired for buying IBM. In the television or sport industry, until recently, the same could have been said for the decision to […]

Are you gearing up for the Summer Olympics? So is NBCUniversal. Comcast-owned NBCU culminated its inaugural SportsTech Accelerator program on Wednesday, investing $50,000 in each of 10 startups and blessing those startups with important broadcast activations just in time for the biggest event in global sports and advertising. Eon Media, a Toronto-based software company that […]

  March Madness. The Olympics. The NBA and NHL playoffs. Brand marketers spend billions on tentpole sporting events annually, but with live sports either canceled or postponed for the year, they must now figure out where to repurpose that budget – or decide if they can use it at all. Here’s how marketers are adjusting […]

American pro sports came to a screeching halt on Thursday, with the NBA, NHL and Major League Soccer each suspending season play, and the MLB pushing back spring training and opening day games. The ATP, the US pro tennis organization, cancelled all tournaments for the next six weeks. The cascade of postponements started Wednesday night, […]

It’s easy for a major advertiser like Allstate Insurance to pay up for a mega athlete like Aaron Rodgers. But if you’re a smaller brand, such as the shoe manufacturer Sperry, it can be difficult to find the right athletes who won’t break your budget, but who still have the cachet to boost your brand. […]

The 2018 World Cup has featured an exciting range of upsets and contenders, but some World Cup marketers see early signs of trouble thanks to GDPR throwing a wrench into digital advertising and the absence of the US team. GDPR, which became law less than a month before the soccer tournament, is especially painful for […]

The majority of snowboarding gold medals in the 2018 Winter Olympics were won by competitors in head-to-toe Burton gear, so why do the sports outfitter’s social media pages seem oblivious to the company’s biggest brand event of this half-decade? It’s because the International Olympic Committee (IOC) goes to unmatched lengths to preserve the Olympic’s official […]

Some Super Bowl predictions are easy: The big game will attract the largest US TV audience of the year and drive a single-day bonanza of food and beverage purchases. But for brands like Pepsi, which are placing the biggest marketing bets of the year over Super Bowl weekend, establishing ROI is no sure thing. Brands […]