The Athletic has launched in the UK. Originating in the US, the in-depth sport journalism site has gone on an intense hiring spree for its ad-free platform, which aims to bring in ‘over six figures’ of subscribers.
The high-profile partnership between Tencent and the USA’s NBA shouldn’t blind marketers to the many other opportunities that exist across Asia to tie their brands to the hugely popular sport of basketball.
Almost half a billion basketball fans in China watched NBA programming on Tencent’s platforms last season, figures which have encouraged the pair to extend their existing partnership for another five years and expand it into new areas.
Special Olympics Belgium, an organisation that serves athletes with intellectual disabilities, encouraged major brands to sponsor its Olympics in Belgium by launching personalised direct mail, out of home and an emotional online video.
The 2019 FIFA Women’s World Cup may have lacked a beer sponsor, but following the success of the US national team Budweiser is extending its support for women’s soccer by stepping into that role with the National Women’s Soccer ...
Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjornsen, and Fredrik Lange, Journal of Advertising Research, Digital First, June 2019
People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.
Brands are missing an opportunity to appeal to a wider audience as ads fail to capture the joy of watching sport or connect stories to the brand, despite their powerful and inspirational messaging, argues Kantar’s Graham Page.
US sports channel ESPN is experimenting with a teen-focused NBA broadcast on the platform’s app that reflects traditional sports’ pivot to viewing experiences more similar to the game streaming platform Twitch.
Star India, the official broadcaster of this year’s Cricket World Cup, is expected to bring in around Rs 1500 crore in ad revenue (roughly US$ 215.7 million) across both its broadcast and online formats, provided that the country’s ...
The ICC Cricket World Cup begins this Thursday with hosts England taking on South Africa and, in advance of the six-week tournament, the England and Wales Cricket Board (ECB) has revealed details of its ambitious marketing campaign.
The legalization of sports betting in the US has unleashed plenty of new opportunities – with accompanying risks and challenges, both from a business strategy perspective and an ethical one – for many of America’s best-known and ...
The video assistant referee (VAR) is becoming standard since being introduced at last year’s FIFA World Cup last year, and now football associations are exploring how they might make some extra cash off these new breaks in the game.
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.