Sports Marketing Archives - Chief Marketer

Playing the Long Game: Vitalie Taittinger on Family, FIFA and Building a Brand for the Ages

How an independent, family-run Champagne house approaches building a global brand, what it means to put their flagship cuvée at the center of a limited FIFA edition, and why success, for Taittinger, is measured in decades rather than quarters.

Sponsorships

Liquid I.V.’s McLaren Racing Partnership Cements Its Foothold in Formula 1

When Lando Norris and Oscar Piastri both made the podium at Sunday’s Miami Grand Prix, the McLaren team were not the only ones celebrating. Read how Liquid I.V. is doubling down on its alignment with Formula 1 through a new partnership.

Marketers

How Oura Is Bringing its Wearable Story to the Olympics

A look at Oura’s wearable story at the Olympics and how it’s approaching segmentation across various global markets.

Brands on Fire

Brands on Fire: L’Oréal’s Chief Creative on Tapping Kevin Durant as CeraVe’s ‘New Face of Legs’

We spoke with L’Oréal’s Chief Creative Officer Adam Kornblum about CeraVe’s viral skincare campaign featuring NBA superstar Kevin Durant — and his legs.

Branding/Marketing

Nerds Calls on Andy Cohen to Prep its New Product for the Super Bowl Red Carpet

For its third consecutive Super Bowl ad, Nerds candy is once again pairing a celebrity with a CGI animation of its candy come to life. This time it’s with Bravo’s Andy Cohen.

Online Advertising

Oikos Opts for Streaming With its Super Bowl LX Ad

For its seventh Super Bowl commercial, Protein yogurt brand Oikos has gone with streaming rather than traditional TV, amplified with retail activations, ads on retail websites and social content.

Sponsorships

Bud Light Ad Reunites its Super Bowl Trio to Crown the Keg

From Spuds MacKenzie to Real Men of Genius to the Bud Knight, Bud Light has been crashing the Super Bowl party since 1987. This year, Anheuser-Busch is bringing back some familiar faces to celebrate the real MVP: the keg. Bud Light SVP of Marketing Todd Allen explains.

Events

Six CMOs Share Insights on Their Brands’ Experiential Marketing Strategies

Perspectives and tips from six CMOs we interviewed this past year about how they’re investing in and driving brand strategy with experiential.

Tech & AI

Digital Trends Report: The Tech Set to Influence the Sports and Media Landscape

Sports marketing agency IMG has released its eighth annual Digital Trends Report, highlighting the technologies and innovations set to influence the sports and media landscape over the coming year. Ashley Shaner, IMG’s Vice President of Strategy & Operations for Digital, shares key insights.

Influencer Marketing

Not Just for the Big Leagues: NIL Scores for Marketers of Every Size

If you think NIL deals are only for powerhouse football programs or Final Four contenders, think again. There are plenty of more affordable options for brands.