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
Nike's 2026 NYC Marathon ad copy for New York Times print.
Sports Marketing

Nike’s latest marathon campaign is in the pages of the New York Times

The sportswear giant sponsored the first-ever publication of the complete list of New York City Marathon finishers in the paper.

Alyssa Meyers
Surfers in the water at Snapper Rocks, Gold Coast.
Sports Marketing

How the World Surf League is leveraging fan data without tickets or arenas

The organization kicked off an audience segmentation initiative a few years ago, which stands to be supercharged when surfing takes the Olympic stage in 2028.

Alyssa Meyers
Photo collage showing the back of a cheerleader's head with Poppi soda cans as hair curlers, next to a photo of a group of 4 cheerleaders in their dressing room with cans in their hair and in their hands.
Sports Marketing

Poppi’s latest sports deal puts it ‘on the sidelines of culture’—literally

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.

Alyssa Meyers
Athletes on the field at Overtime's QB Showdown.
Sports Marketing

State Farm to sponsor Overtime’s inaugural girls flag football game

The sponsorship is part of a broader, extended deal that also encompasses the existing Overtime Elite, Overtime Select, and OT7 leagues.

Alyssa Meyers
SharkNinja product in McLaren garage.
Sports Marketing

How SharkNinja went from the big screen to real life in Formula 1

The product design company recently announced a wide-ranging deal with McLaren Racing focused on content creation.

Alyssa Meyers
Thursday Night Football analysts shooting a segment on the field.
Sports Marketing

How Amex is incorporating ‘Thursday Night Football’ into its NFL marketing

Media buys were “always part of the calculus” for pursuing an official NFL sponsorship, which kicked off this year, one Amex ad exec said.

Alyssa Meyers
Zip CEO Joe Heck with the Philly Phanatic.
Sports Marketing

Inside Zip’s ‘surgical’ approach to sports sponsorships

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.

Alyssa Meyers

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