In the digital era, sports are not confined to their fields of play. Savvy sports marketers know the game itself is only the beginning of building a fandom around players, teams, and leagues. ADWEEK's ...

Once upon a time, sports marketing was all about visibility. Were you even trying if your logo wasn’t on a jersey, a stadium wall, or flashing between timeouts? It was a simpler era where reach meant ...

The marketer is recentering on sports as its North Star while reducing a reliance on promotional activity and paid traffic. Nike for the past year-plus has worked to address an overswing toward direct ...

Dallas Stars’ marketing guru Joanne Lovato is bringing corporate brand management expertise gained from posts at Samsung and PepsiCo to professional sports. When Joanne Lovato was interviewing for a ...

Welcome to The Brand: LSU’s award-winning branding unit within the athletics department, merging communications and social media, photo and design, video and podcasts and NIL and marketing under one ...

Bayer is working with custom algorithm firm Chalice AI and data partner Snowflake to create audiences for targeting ads. How brands and sports play together was a focus at Advertising Week, which ...

The brand is increasing its media spend this season by 20% as it looks to connect with football diehards and combat sliding consumer demand. Modelo is doubling down on its college football strategy as ...

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Tennessee will switch from Nike to Adidas for its athletic apparel in 2026, marking a significant shift in college sports branding. The 10-year deal aims to position UT as Adidas' flagship program, ...