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
the New Jersey Fives pro pickleball team posing with the Raisin Bran sun mascot wearing jerseys reading "The Fibes" as part of a sponsorship deal with Raisin Bran
Sports Marketing

Why major brands are tapping into pro pickleball team sponsorships

The audience for the sport is growing, and teams are starting to pull in big brands with even bigger marketing budgets, like Kellogg’s Raisin Bran.

Alyssa Meyers
Jake from State Farm and Cam Skattebo standing side by side in a commercial.
Sports Marketing

State Farm gets personal with new NFL campaign

The insurance company, which has worked with Patrick Mahomes and Andy Reid, is adding Cam Skattebo, Fernando Mendoza, and Curt Cignetti to its talent roster.

Alyssa Meyers
Fans in Premier League soccer jerseys watch a phone screen at a park.
Sports Marketing

Soccer is growing in the US. The Premier League wants a piece of the fandom

The English league’s new campaign for its 2026-27 season targets US audiences by highlighting World Cup stars—and one famous New York fan.

Alyssa Meyers
Graphic with the MetLife, Jets, Giants, and Athletic Brewing logos above a can and a football on a field.
Sports Marketing

How Athletic Brewing is expanding its NFL presence at MetLife

The non-alcoholic beer brand inked a wide-reaching, multi-year sponsorship deal with the stadium, as well as the Jets and the Giants.

Alyssa Meyers
Collage of photos of the Pro Padel League.
Sports Marketing

How padel is starting to make a racket in US sponsorships

On the heels of the pickleball craze, padel is poised to be one of the next sports to pique the interest of American sports enthusiasts and brands.

Alyssa Meyers
A billboard inside a stadium displaying the Ted Lasso show art beside the KC Current team art.
Sports Marketing

The Kansas City Current’s marketing coach is ‘Ted Lasso’

The character from the beloved Apple TV show got top billing during the World Cup—including a World Cup watch party at the NWSL team’s stadium.

Jennimai Nguyen
stylized photos of Fourth Wing night signage for the Seattle Mariners, themed gear for a Red Sox Heated Rivalry night at Fenway, and a Yankees-branded Hello Kitty
Sports Marketing

Inside the rise of franchise-based MLB theme games

MLB theme nights have long been popular, but new trends are starting to take shape as teams across the league court families with theme nights tied to children’s shows, and women with book-related themes.

Alyssa Meyers

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