Sports Marketing

Stay ahead of the curve with the latest in sports marketing. Explore in-depth analysis, breaking news, and the trends shaping the future of this marketing sector.

Athlete Marketing & Influencers
Commerce, Merchandising, & Licensing
Content, Storytelling, & Social
Data, Measurement, & Analytics
Esports
Fan Engagement & Experience
Sponsorships, Partnerships, & Brand Activations
Sports Advertising & Media
Sports Industry Landscape
Lionel Messi, Son Heung-Min, and other MLS players standing in a pyramid formation on a soccer pitch.
Sports Marketing

Inside US soccer leagues’ plans to make World Cup fans stick around

MLS is rolling out its largest marketing campaign in league history.

Alyssa Meyers
Graphics of soccer players, logos, and balls representing &friends, a digital archive of NYC soccer teams.
Sports Marketing

A chief creative officer’s quest to document NYC soccer culture

Malcolm Buick, ECD and partner of Brooklyn-based branding agency Athletics, put together a living, digital archive of grassroots soccer teams from around the city.

Alyssa Meyers
Ilona Maher standing among red bleachers with a TJ Maxx bag at her feet.
Sports Marketing

Why TJ Maxx is sponsoring the ESPYs

The retailer’s partnership with ESPN’s awards show, now in its second year, marks a continuation of its commitment to women’s sports.

Alyssa Meyers
Inflatables of Argentina’s Leo Messi, Spain’s Lamine Yamal, and Christian Pulisic of the USMNT standing at 40 feet tall.
Sports Marketing

Inside Fox Sports’s World Cup marketing blitz

The network is throwing serious marketing might behind its World Cup rights, including a Miracle on Ice–themed ad and the hiring of “chief World Cup watchers.”

Alyssa Meyers
Josh Hart posing with Blueair air-care prodcut.
Sports Marketing

How air-care company Blueair upped Instagram views by more than 1,000%

Earlier this year, Blueair became the official air-care partner of the New York Knicks, who went on to win the NBA championship. “I’m not saying it’s the air, but I’m not saying it’s not the air that’s helped them win,” the brand’s CMO said.

Alyssa Meyers
Karl-Anthony Towns in NBPA campaign film "Own the Game."
Sports Marketing

Why the National Basketball Players Association is debuting a B2C brand

The new commercial brand, Plyrs Untd, is “changing the partnership dynamic” to put more power in the hands of the athletes, one NBPA exec said.

Alyssa Meyers
Alt Text: Animated Kansas City Chiefs mascot KC Wolf wears a jersey and runs with a football in a still from the "KC Wolf Jamz" YouTube series targeting young fans.
Sports Marketing

How the Kansas City Chiefs’ plan to hook the youngest sports fans

The team rolled out an animated series on YouTube starring mascot KC Wolf, marking its first push into children’s content.

Alyssa Meyers

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