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A football icon depicting sports marketing

Sports Marketing

Alyssa Meyers

marketingbrew.com

For years, Clif Bars have featured instantly recognizable packaging showing rock climbers clinging precariously to overhangs. But the company has plenty of history with athletes who prefer to challenge themselves on solid ground.

Founded in 1992, Clif Bar & Company has been involved in running since its inception, especially during its first 20 years, according to Brooke Donberg, director of partnerships and activation, and with interest in running on the rise, the brand is doubling down on the sport. The new approach is focused on driving both sales

“We’re in a moment where a brand can pull all sorts of levers around the running space,” Donberg told Marketing Brew. “I am more excited than ever to retarget and speak to that core audience that helped us build our brand, but then, because [running] is so relevant and cool these days, we’re also able to reach younger consumers. From a consumer target standpoint, I think running is a really great sweet spot for us to move the needle.”

Core to Clif’s current running strategy is a partnership with the Boston Athletic Association (BAA), which makes it the official energy bar of the Boston Marathon. The deal kicked off in March, about a month ahead of this year’s marathon, and is set to last through 2027.

Clif previously partnered with the BAA, but it took a pause during the pandemic, Donberg said; after her team tapped Excel Sports Management to help figure out its broader sports strategy, the agency recommended a return to running, Stephanie Arpaia, its VP of brand marketing, told us.

While part of this year’s partnership included handing out Clif bars to marathon finishers in recovery bags, it went beyond samples. Ahead of the race, Clif ran a campaign called “Raise Your Bar,” donated 10 race bibs to athletes who came within 10 seconds of qualifying, had a presence at the Boston Marathon Expo, and took over a bar near the finish line, Rosebar Boston, for the week leading up to the race.

For that week, Rosebar became known as “The Clif Bar,” where the brand hosted panel discussions, gave out samples, and generally provided “a place for runners and spectators to fuel up,” Donberg said. Now, she’s thinking about how Clif Bar can play a role in runners’ training journeys throughout the year.

“The beauty of a partnership like Boston is they have year-round events, and so we’re able to be always-on with them,” Donberg said. “It really allows a brand to continue to build on their creativity and continue to show up in meaningful ways year over year.”

During Clif’s earlier days in the running space, the brand’s approach focused on engaging with already loyal consumers and other athletes who might be interested in giving Clif bars a try, Donberg said. Her team’s new philosophy with the sport, though, is to “extend our reach” beyond those at the top of their running game, she said. In addition to working with the BAA around the Boston Marathon, Clif also partnered with exercise tracking app Strava, which has become popular among runners 

In the month leading up to the Boston Marathon, Clif created a Strava challenge offering a discount on products purchased from its website to participants who completed 129 minutes of activity, in honor of the race’s 129th anniversary. The challenge allowed the brand to connect with athletes outside of the city and drive DTC sales, Donberg said, and Clif has run other activations on the app since.

“The challenges that we’ve run this year have been incredibly successful,” she said. “We blew our KPIs out of the water, and so we really have seen running in particular as not just an awareness driver, but as a business driver as well.”

That’s a change from the brand’s earlier sports marketing days; with “running becoming culturally cool and relevant in a way that it wasn’t necessarily in the past,” Donberg and her team are now able to use the sport to drive sales among more than elite runners, she said.

Moving forward, Donberg said she’s looking to expand into “other activities that runners are participating in,” like strength training and Hyrox fitness competitions, as well as upcoming global sports events like the World Cup and Olympics.

“Knowing that runners are enthusiasts around these sports and around these moments, how can we leverage these moments and show up in a meaningful way with runners to be a part of that broader cultural conversation?” she said. “We want to reinforce the strategy that we’ve established and find creative ways to plus it up.”

Runners at the starting line of the 2025 Boston Marathon

Inside Clif Bar’s return to its running roots 

The energy-bar brand, which engaged with running in the ’90s, is leaning back into the sport through partnerships with Strava and the Boston Marathon.

Baseball fans can be superstitious, and Seattle Mariners supporters are no exception. Some 

Rick Rizzs, a longtime broadcaster for the team, 

During this year’s American League Division Series (ALDS), Rizzs had his snacking superstition brand-approved. After the Cheetos team caught wind of his snack of choice, they inked a short-term partnership with the Mariners for the series—and the Mariners made it through, leaving the Detroit Tigers in the (Cheeto) dust to advance to the American League Championship Series (ALCS).

If the Mariners are able to win the series against the Toronto Blue Jays (the teams head into Game 3 Wednesday night), they’d be off to their first-ever World Series appearance.

While sports deals are common for some other brands in the PepsiCo portfolio, Cheetos had never previously ventured into official team or league deals, Chris Bellinger, chief creative officer of PepsiCo Foods US, said. But between the specific superstition and general excitement around baseball, Bellinger said it was an opportunity he simply couldn’t pass up.

“When you have something like a superstition come up, I mean, between us and Etsy witches, of course we want to be a part of that,” Bellinger told Marketing Brew. “October baseball is special, and so being able to play along with that is huge.”

 tells it, Rizzs ate a bag of Cheetos during a 2018 game when the Mariners performed well. The next night, when the team was struggling, the team’s GM gave Rizzs another bag, and the Mariners ended up winning. The tradition, which had faded away, was reborn this season during the team’s 10-game winning streak.

 on his social media and tagged Cheetos, which caught the attention of the brand’s community managers, Bellinger said. The story eventually made its way to Belliger’s desk, and as a baseball player and fan of the game himself, he bought in. Within days, Cheetos and the Mariners had struck up a short-term partnership for the duration of the ALDS, he said.

One of the first things the brand team did was to 

, Chester Cheetah, to the broadcasting booth to deliver Rizzs “an emergency case of Cheetos to break in case [the Mariners] were ever losing,” Bellinger said. Chester also handed out samples ahead of Game 1 of the series at Victory Hall at the Boxyard, a venue across the street from the Mariners’ home stadium that’s popular among sports fans.

“If you’re the lucky charm, you’ve got to show up,” Bellinger said.

Beyond sending Chester to Seattle, Cheetos has run social, 

, and radio content with the Mariners throughout the postseason, he said. The social team started by commenting on posts about Cheetos and the Mariners, and the content eventually evolved to become more integrated, Bellinger said, like 

The social approach has been “super successful” so far, with over 100,000 views and a 5% engagement rate between 

 with Rizzs—almost 2x the average engagement rate for the brand on Instagram, he said.

“People are having fun with it,” Bellinger said. “I think that’s the key…You find a fanbase, you tap into what they know, and you’re authentic about it.”

The Cheetos brand team doesn’t currently have anything planned for the ALCS or beyond, but heading into tonight’s game, the Mariners are ahead 2-0, and “you never know what’s going to be happening later,” Bellinger said. Chester’s travel plans aren’t firmed up.

“Chester’s mischievous,” Bellinger said. “You never know what Chester’s gonna be up to…I’d say there’s definitely some ideation flowing around.”

Though he’s usually a Texas Rangers fan, Bellinger said the Mariners are his “new adopted team,” and he’s hoping for a World Series run. Between MLB teams (

 shaking up the baseball world, Bellinger said the sport “feels perfect” for the Cheetos brand.

“Baseball is seeing a huge resurgence right now,” he said. “I think it’s primed for embracing the unserious, making the serious unserious, making the game more fun. I say this as somebody who played baseball my whole life. It is very tradition-oriented, but at the same time, it’s just fun.”

Seattle Mariners broadcaster Rick Rizzs laughs while holding a bag of Cheetos, which he eats superstitiously before games.

How a superstition sparked Cheetos’s first sports team partnership

After the snack became part of a broadcaster’s ritual, PepsiCo’s CCO couldn’t pass up the partnership. “Between us and Etsy witches, of course we want to be a part of that,” he said.

Something sweet is coming to the US Soccer Federation.

Ferrara, the parent company of candy brands including Nerds, Laffy Taffy, and Trolli, was named as the official candy sponsor of US Soccer last month as part of a multiyear deal that will carry through next summer’s FIFA World Cup and the 2028 LA Olympics.

The deal marks Ferrara’s first foray into soccer, but CMO Greg Guidotti and his team are no strangers to other major cultural pillars and are applying what they learned from events like two 

 ad campaigns in a row as they develop the brand’s soccer platform, he said.

“When you think about the Super Bowl, it’s a sport that’s in the hearts and minds of consumers at that time frame,” Guidotti told Marketing Brew. “We just take the two O’s out and put a U in. It’s football in the summer…When something is thematically relevant in the market, it helps you drive displays and consumer interest.”

Ferrara isn’t just new to soccer—it’s never struck up a “broad, multiyear sponsorship” with any team or league before, Guidotti said. Its brands have, however, shown up at a range of massive events in the past few years, including Nerds, which advertised during the past two Super Bowls and showed up at this year’s 

 music festival, and Brach’s, which showed up for the first time during the 2023 

When entering into those partnerships, Guidotti said he was motivated by considering “what’s meaningful to the consumer” during certain timeframes. In the fall, when Ferrara is focused on selling Brach’s candy canes, the Macy’s parade provides a big stage to reach consumers. Over the summer, it’s all about music festivals. And for the foreseeable future—from the upcoming World Cup in North America to the 2027 FIFA Women’s World Cup in Brazil to LA28—consumers will be increasingly focused on soccer.

“Soccer is really going to be in the hearts and minds of consumers,” Guidotti said. “What I appreciate about US Soccer is it’s going to be so relevant for the next few years.”

In the lead-up to the competition, Guidotti and his team are planning to activate using the same general approach they did for the Super Bowl, like rolling out product news, setting up interactive retail displays, partnering with athletes on social content, and doing limited-time product drops, he said. Paid media efforts like out-of-home ads in and around stadiums will ramp up into the summer, he added.

The Ferrara team is also working with US Soccer to figure out additional ways to activate at matches and with players to help grow the profiles of both the sport and the candy brands, Guidotti said.

“This is an emotional category,” he said. “We know that some of the US players will have favorite candies; we’ll have them talk about those candies…It almost writes itself.”

All that being said, “we’re very much in the planning stages of activation” still, including announcing which brands will be involved, Guidotti told us. With the World Cup less than a year out, soccer sponsors are in various phases of their marketing plans, with some having rolled out campaigns in time with the 

While Guidotti and his team plan for next summer’s tournament, he’s simultaneously thinking about the Women’s World Cup in 2027.

“We know how strong women’s soccer is,” he said. “The relevance is inherently there.”

When it comes to next year’s Super Bowl, though, Guidotti said it’s too soon to say if Nerds will make a return. For now, he’s focused on figuring out how to use the US Soccer platform to drive sales and increase market share and household penetration for the products that ultimately get featured alongside the sport.

“If we win on those fronts, we’ll be in good shape, and if we’re not, we’ll figure out how to do it better,” Guidotti said. “We’re committed to this platform, but I think we anticipate that it’ll do well.”

Correction 10/15/2025: This piece has been corrected to remove a reference to a non-Ferrara-owned brand and to clarify the kind of candy that Ferrara focuses on marketing in the fall.

Ferrara is sweet on soccer

The candy company is applying lessons from tentpoles like the Super Bowl to the FIFA World Cup and the 2028 Olympics.

The Las Vegas Aces are on fire in the WNBA Finals, with the potential to sweep the Phoenix Mercury and win the championship in four games tonight.

The Disney ad sales team has already recorded a clean sweep of a different kind, having sold out of ad inventory for the first five games of a potential seven in the series on ESPN. After last year’s WNBA 

 and general surge in interest in women’s sports, that’s par for the course these days, according to VP of Revenue and Yield Management Jacqueline Dobies.

“It’s not a surprise to us anymore,” Dobies told Marketing Brew. “Sure as the sun is going to rise tomorrow, women’s sports are going to grow…What’s really cool about the WNBA specifically is there’s no longer these lightning-in-a-bottle moments that are driving the growth. It is clearly proven to be sustained growth.”

 Disney sold out of ad slots for the first four games of the series weeks ago, Dobies said, with game five following about a week or two ago. If the Aces do sweep the Mercury tonight, she said, her team will encourage advertisers to reallocate their spend to other women’s sports properties in the Disney portfolio.

The inventory hypothetically could have sold out during 

, Dobies told us, but her team intentionally kept some in reserve to sell on the scatter market, when prices are often higher. Total postseason revenue is up 110% year over year, with average unit rates up 104%, according to Disney.

 Of the 38 total brands advertising during the finals, 23 are returning vets, and 15 are showing up for the first time. The rookie advertisers spending the most include CoStar, Eli Lilly, State Street Investment Management, Wayfair, and Panera, according to Disney. In addition to running ads, State Street announced a multiyear deal with the league last month, and Eli Lilly is the jersey-patch sponsor of the Indiana Fever.

Additionally, almost three-quarters of returning advertisers increased their spend year over year, and another 75% of advertisers bought more than one unit in the finals, Dobies said.

 The new brands represent five new categories for the WNBA Finals, with some of the largest by spend being real estate brokerage, alcoholic beverages, and sports betting, according to Disney. There’s also been growth in existing categories like cleaning products, computer software, and pharma, Dobies said.

 from nontraditional sports sponsors like beauty and personal-care brands, which are becoming 

 in the NBA, too. Veteran sports advertisers like Google and State Farm also have had a presence during the WNBA playoffs.

“I think the true health of a sport or property is when you see growth not just from existing partners, but really expanding the tent and bringing in new industries into the ecosystem,” Dobies said, later adding that she suspected that scale, audience engagement, and ROI turned the heads of additional advertisers in the past year.

 With the WNBA’s collective bargaining agreement set to expire at the end of the month, there’s been no shortage of off-court drama in the postseason as the players’ association negotiates with the league. The 

 between the players and commissioner Cathy Engelbert wasn’t a deterrent for advertisers, Dobies said, with the WNBA continuing to stand strong in Disney’s sports portfolio.

“Given that it’s the fall and it’s football, I can still say that the WNBA is one of the most sought-out properties on our platform right now,” Dobies said.

Phoenix Mercury v Las Vegas Aces game August 2025

Disney more than doubles postseason revenue with WNBA Finals ad sales

Inventory is sold out through Game 5, with the WNBA “one of the most sought-out properties on our platform,” an exec said.

There’s almost always something unusual to see in Times Square, and this month, it was a long-jump track.

On Thursday, athletes including Olympic gold medalist Tara Davis-Woodhall made their qualifying jumps under the lights of the Big Apple to kick off the second year of Athlos NYC, a women-only track and field competition founded in 2024 by Alexis Ohanian. Tonight, the three winners—Davis-Woodhall, Quanesha Burks, and Jasmine Moore—will go on to compete in a long jump at Icahn Stadium on Randall’s Island in NYC, where Athlos is also hosting six track events, followed by a Ciara concert.

Ohanian, the co-founder of Reddit, husband to Serena Williams, and an early investor in the NWSL team Angel City FC, said at a press event Thursday that he stood up the event to spotlight track athletes outside of Olympic years and aimed to blend “music, culture, and sport” as a way to attract attendees, viewers, and brands. This year’s new field event, plus plans for a league on the horizon, has led to increased sponsor interest, Athlos CMO Kayla Green said.

“On the commercial side, no question the traction is there,” Green told Marketing Brew. “Some of our partners this year are multiyear partners, so they see the value in this in the long run, even as we’re going to take a dramatic shift in the competitive style of the events next year.”

During Athlos’s first year, Green said organizers were largely focused on “product-market fit” and earning athlete trust. When the competitors gave positive feedback, it was “the proof that we needed to say, ‘Let’s keep going,’” Green said.

The spotlight is meant to shine most brightly on the athletes, but as with any major sporting event, sponsors are eager to share it. Toyota is back for a second year as a sponsor, and new brands include Cash App and Instacart, Green said; Essentia, SharkBeauty, and 

Athlos’s pitch to sponsors hinges on storytelling opportunities with track and field athletes, made possible because Athlos owns the rights to all of its content, including the broadcast, Green said. Her team touted the 

 the competition drew last year, and the difference in interest due to that figure was “striking,” Ohanian told press Thursday. He estimated revenue was 3x–4x higher this year than last “as a result of the fact that we were able to declare victory after that first event.”

 for the organization, and for the second year in a row, all competing athletes will receive 10% of event revenue. There’s also a $60,000 prize and a Tiffany & Co. crown for first-place winners. In addition, brand partners are providing additional perks for competitors, Green said:

Cash App is paying eligible athletes prize money as soon as the results are confirmed and offering a $250,000 bonus prize to anyone who sets a world record at the event;

Instacart, which is sponsoring a kids zone and youth races, is providing curated “snack packs and survival packs” for athletes;

Toyota is offering athletes on-demand transportation;

, a sports memorabilia company, is authenticating and auctioning off items from the competition to “help document, preserve, and share artifacts and memorabilia,” founder and CEO Scott Keeney said in a press release.

Last year, Athlos reached millions of viewers with media rights deals designed to make the action accessible, Ohanian said. This year, Ion joined as a domestic linear broadcast partner under a multiyear deal, with Brooks Running Shoes serving as a presenting sponsor. But, as is the case with many women’s sports properties, there’s still room to grow.

“There isn’t a brand that we talk to that doesn’t have women’s sports on their radar in some way, and I think the biggest challenge right now for any brand who wants to come in and sponsor women’s sports is scale,” Green said. “It’s not there. We’re not on all of the major networks. We are on some of the major networks, but not enough airtime. Scale has just become a real challenge for a large brand who comes in, and they want to buy at the reach and frequency of the NFL.”

With that said, the global representation of athletes and fans is attractive to brands, according to Green, and the organization is leaning in. In 2026, Athlos is set to roll out a team-based league, with Davis-Woodhall, Sha’Carri Richardson, and Gabby Thomas attached as owners. All of them have major followings of their own, which “certainly helps,” Ohanian said Thursday.

“We’re not at F1 size yet, but I want people to be able to take for granted that this sport, which is…the biggest sport during the Olympics, can have that same platform,” he said.

Women running on a track at ATHLOS NYC 2024

After ‘declaring victory’ in year one, Athlos goes bigger with brands

Alexis Ohanian, founder of the women’s-only track and field event, estimated 3x–4x revenue in the second year of Athlos and noted a “striking” difference in sponsorship interest.

. Paige Bueckers is focused on keeping her 

 healthy. Athletes…They’re just like us.

Unlike the rest of us, though, both Davis and Bueckers appeared in CeraVe’s “Head of CeraVe” campaign this year, which imagines the basketball stars as execs for the brand and incorporates dermatologists with humor. The campaign performed so well that the brand inked a league-wide deal with the NBA, becoming its official skin-care and hair-care partner as of this week, Jasteena Gill, SVP of marketing for CeraVe US, said.

“Our CeraVe fan base of users, and also the NBA fan base, were engaging so well with this campaign and were really enthused by the interaction of that combination of the NBA with the dermatologists in our campaign,” Gill told Marketing Brew. “We really took that as an impetus for us to further pursue this.”

The NBA has quickly become a high-priority partnership for the brand, and Gill said her team is focused on breaking the traditional sponsorship mold with a digital-first campaign that also seeks to educate fans about skin care and entertain them during the first season of the multiyear deal.

 While the partnerships with Davis and Bueckers were enough to prove that basketball-related content could lead to brand engagement, the NBA also stood out in part because of its diverse audience and wide reach, which aligned with CeraVe’s aim to target consumers across genders and racial identities, Gill said.

“Everyone has skin,” Gill said. “The NBA is engaged in creating engaging content and ensuring that they’re at the forefront of culture…We really like to ensure that we are connected with our consumers at those touchpoints of culture.”

Given the audience alignment and mutual focus on digital content, the CeraVe team intends to leverage the NBA’s platform to educate consumers about skin care, encourage them to develop skin-care routines, and, ultimately, convert them to CeraVe users, Gill said.

 To get the ball rolling, Gill and her team spent a few days during the week prior to the official partnership announcement teasing it online. CeraVe 

 with popular basketball news parody account NBACentel to get involved with the NBA community on X, and the brand 

 about basketball on its own accounts on other platforms. NBACentel helped officially 

Moving forward, CeraVe is set to have a presence at the NBA Cup in-season tournament that starts at the end of the month, as well as at other “key NBA moments” like 

 throughout the season, Gill said. Her team is also planning more digital campaigns, media integrations, retail displays, and on-the-ground activations tied to the partnership, plus collaborating with NBA Cares for a philanthropic initiative providing dermatology screenings and education at Jr. NBA clinics.

 Player and influencer partnerships are another integral part of the sponsorship, according to Gill. The exact lineup isn’t yet finalized, but her team looks for authentic users of the brand to feature in its content, she said.

While star power can help get people excited about skin care, and the NBA certainly has plenty of it, Gill said she still intends to keep dermatologists front and center in the campaign, which is ultimately about education.

“This is not going to be your traditional sports marketing partnership,” she said. “I think this is a really unique opportunity for us to bring dermatologists to such a scaled audience, and make it fun, and make it entertaining.”

Product shot of CeraVe's hair and face products with a Wilson NBA basketball.

‘Everyone has skin’: Why CeraVe partnered with the NBA

After running a campaign with pro basketball stars Anthony Davis and Paige Bueckers earlier this year, the brand made the sport a top priority.

At the start of the WNBA season earlier this year, the 

 and the vitamin and supplement brand Olly were both new to the league. By the end of the regular season, both the team and one of its founding brand partners were breaking records.

 as the only expansion team to reach the playoffs during their first season, and before they were eliminated by the No. 1 seeded Minnesota Lynx, they broke WNBA regular-season attendance 

, selling out all 22 of their home games and bringing a total of 397,408 fans through Chase Center.

Meanwhile, Olly, which was founded in the Bay Area, smashed through some of its sponsorship goals midway through the season, according to Renee Fuller, Olly’s VP of marketing. While she’s yet to see the full-season results, Fuller said she’s already planning for year two of the partnership, which is Olly’s first in the sports space.

“We are very thoughtful and considerate, I would say, when it comes to partnerships,” Fuller told Marketing Brew. “Women’s sports teams are having a moment, so we want to make sure that we’re authentic and being a part of the cultural conversation. This was a better time than ever to lean in, and what better way than partnering with a Bay Area team?”

While Olly and the Valkyries announced their partnership in mid-May, it wasn’t until the back half of the season that the brand really started to activate the sponsorship with theme nights, sampling, in-venue signage, 

, and a local linear media buy, Fuller said.

A theme night held on June 25, Mental Health Awareness Night, was particularly memorable, Fuller said, because it’s a topic of importance to both Olly and the Valkyries. During the Valkyries’ matchup against reigning WNBA champs the New York Liberty, Olly took over the arena with signs, an Olly-branded mock locker room, samples, and a PSA video that ran on the scoreboard featuring players and coaches encouraging fans to be open about their mental health.

Olly mental health PSA on scoreboard at Golden State Valkyries v New York Liberty game.

For Back to School Night two weeks later, Olly gave co-branded Valkyries backpacks to the first 10,000 fans through the doors and put samples in the cup holders of every seat, giving away more than 40,000 samples total that night.

“People were even using those backpacks after the back-to-school night,” Fuller said. “To see that that momentum was still happening post back-to-school night was definitely encouraging and drove a positive sentiment.”

Fuller and her team set a goal of 26 million impressions from the partnership for the season, and they reached it by the midway point, she told us. The brand also recorded a 23-point increase in brand awareness among Valkyries fans, another important metric for Fuller. Beyond that, Olly reached more than 60,000 fans with samples, which Fuller said is helpful for building brand trust.

The timing of the partnership was somewhat fortuitous: When Fuller and her team were planning for 2025, they decided to focus on building “brand equity, buzz, and engagement, specifically around women’s wellness and mental health” by way of partnerships, Fuller said.

Working with a WNBA team, then, was something of a no-brainer.

“We all went away, did our due diligence, we came back, and there was a centralized theme in the room, and it was the WNBA,” she said. “‘We were like, ‘Okay, this could definitely be an opportunity.’”

It was around that time that they learned the Valkyries were set to join the league, and playing out of Olly’s backyard in the Bay Area, no less. With both organizations focused on physical and mental well-being, “the partnership just made a lot of sense,” Fuller said.

Olly’s marketing team considered a potential soccer partnership, Fuller said, but early signs of excitement around the Valkyries, like breaking a season ticket deposit record for pro women’s sports teams and selling out of merch before they started playing, cemented the Valkyries as the right choice.

Fuller said that as her team prepares to start planning for next season, she expects to see further growth in awareness and impressions from the first season. Next year, the partnership could even include some work with Valkyries mascot Violet, Fuller added, at least if Violet is looking to replicate Ellie the Elephant’s 

“What I appreciate about the Valkyries is that they have been a great, great partner throughout the inaugural season,” Fuller said. “If there were things we wanted to test for the first time, they were like, ‘Let’s do it, let’s disrupt, let’s be bold.’ I think there's even more runway to be able to do that next season.”

Olly activation on scoreboard at Golden State Valkyries v New York Liberty game.