Marketing in Sports

How sports marketing has evolved.

Advertisers are already looking ahead to next year’s World Cup

With nine months to go, marketers are plotting to make the most of what’s expected to be the biggest World Cup yet.

  • Dentsu’s latest deal signals rising holdco interest in NIL creators

  • CMOs look for better measurement to justify sports sponsorship spending

  • With sports driving the marketplace, David Levy and Chris Weil hope to clean up with HS&E

  • Omnicom partners with Amazon and Meta to build on live content and live shopping

  • Omnicom strikes partnerships at Cannes Lions with Disney and Walmart around harnessing live

  • Brands get in on NBA Finals buzz as fan excitement ramps up

  • Amid sports marketing’s gold rush, some brands are targeting niche fan communities

  • Media Buying Briefing: In this year’s upfront, sports is playing offense, defense and referee

  • Amazon positions NBA rights and live sports portfolio as a lure for its broader ads business

  • PwC’s Formula One-aided brand refresh hints at ‘safe harbor’ of live sports amid a potential economic crisis

  • Athlete creators have become must-have partners for brands at March Madness

  • Brands bet on sustained enthusiasm for women’s basketball ahead of March Madness