Ad Age’s Post

The recent Darts World Championship showcased the immense impact brands can achieve through thoughtful engagement. Wickes and Paddy Power demonstrated the unparalleled influence sports sponsorship can have on consumer perceptions and behaviors. There’s a lot to learn from the successful sponsors. Learn from their playbook – create authentic connections, elevate brand perceptions, drive meaningful consumer engagement and experience the direct impact on your brand. Sports sponsorships are not just about the game. They represent a strategic opportunity for brand success! In a year that will host some of the world's biggest sporting events, why not reach out to Savanta to understand how sponsorship and brand partnerships can be executed to help elevate your brand. 🚀🏆 #SportsSponsorship #BrandSuccess #WinningStrategy

Super Bowl LVIII ✅ Now for the rest.... 2024's year of sport is just getting started, we still have a summer packed with the Olympics & Paralympics, UEFA Euros 2024 and a calendar filled with Formula 1, Premier League, NBA, and loads more! Fans will be united by sport, but also united by coming together to celebrate, which means buying and making snacks. 🌭🍗🥤 Shoppers will shop for their watch-party snacks a variety of ways- in their weekly shops or even using last-mile delivery options during the games they are watching. It is essential that all brands and retailers are aware of the top trends influencing their snacking habits and are prepared for an influx of shoppers during the biggest events of the year! Read our full article here 📃👇 https://lnkd.in/gMN9ZGnF Data Impact by NIQ NielsenIQ #2024sports #superbowl2024 #olympics #FMCG

🥇 In elite sports, it's all about athletic success. But those who define themselves solely by their performance risk becoming replaceable. Why? Any achievement can be surpassed by someone else, which eliminates the previous sense of purpose. That's why it's crucial to build a strong and authentic personal brand that makes you unique, sets you apart from the crowd, attracts sponsors, and fosters long-term fan loyalty. This is a challenge, as the delicate balance between performance-driven ambition and emotional connection requires self-reflection, discovering your own vision and purpose, and creating a distinctive brand from that foundation. With our holistic program "The Love Brand," we help athletes build their own unique and sustainable brand for the long term. Ready to take your brand to the next level? Let’s make it happen! 🚀 The Core Distillery X Home of Athletes 🌟

👀 Lionel Messi's New MAS+ Drink Appears Weirdly Similar to PRIME Lionel Messi has just launched his own hydration drink brand called Mas+. Mas+ comes in both a bottle and a can, the shapes of which very closely resemble PRIME's hydration drink and energy drink, launched by YouTubers Logan Paul and KSI. The overall Mas+ proposition appears quite similar to PRIME, highlighting electrolytes, lower sugar and lower calories compared to brands like Gatorade. KSI, Logan Paul and their respective fanbases have already called out Mas+ as looking suspiciously close to PRIME and some are calling this new drink a copycat. Clearly the success of PRIME has spurred excitement in the overall celebrity-led drink market and it's natural to expect new competition. The Mas+ parent company is the same company behind the massively successful alcoholic beverage White Claw. However, regardless of the actual drink ingredients, the brand value proposition of PRIME is very different from Mas+. Logan Paul & KSI are modern creators who post content for their fanbase almost every day. They have cumulatively published tens of thousands of hours of long-form content that has allowed them to build a deep, parasocial relationship with their audience. As much as Messi might be one of the world's greatest ever athletes with millions of international fans, he hasn't really built as a deep of a personal connection to his fanbase as the YouTubers have. On the flipside, Messi is almost universally known and objectively has significantly bigger name recognition vs. Logan Paul & KSI. Using the framework of the traditional marketing funnel, Messi's MAS+ better delivers on awareness and Logan Paul & KSI's PRIME better delivers on consideration. So what is a better strategy for a celebrity-led drinks business? We'll have to wait and see. Messi isn't really a marketer or entertainer, he's an athlete. Logan Paul & KSI are entertainers/marketers first, and athletes second. The YouTubers also better know how to capture attention on social media than Messi does. At the time of this post, the official Mas+ by Messi YouTube channel has only 74 subscribers. Of course, it's only the beginning but this reminds me that Mas+'s marketing is likely run by a more traditional creative, media, and digital agency. PRIME's marketing is mainly run by Logan Paul & KSI themselves. Logan Paul & KSI create more captivating content for young people than Messi does. Is that enough to outcompete the world's biggest soccer player launching a drink? There are lot of ways this can play out....We will be able to learn a lot about consumer drinks preferences and successful marketing from the battle of Mas+ vs. PRIME. https://lnkd.in/eSWwjhdK #lionelmessi #loganpaul #ksi #prime #football #soccer #beverage #cpg #fmcg

We're fascinated by Grey Goose's roaring success at the US Open, selling its novelty Honey Deuce cocktail, bringing in boatloads of revenue, and gaining brand recognition for its vodka. The $10 million cocktail everyone is drinking at the US Open could cover the combined championship prize money for both the male and female singles winners! Grey Goose's marketing success story goes beyond creating a signatory drink. A few critical factors are at the foundation of the campaign: 🎾 A Long-Term Partnership: Launched in 2007, the cocktail has become synonymous with the US Open through Grey Goose's vodka sponsorship, a deal that was extended through 2028. This strategic alignment and long term association with the prestigious event amplifies the brand exponentially. 🎾 Exclusivity: Available only for two weeks a year during the tournament, sales of the the Honey Deuce cocktail are limited, creating urgency and turning it into an iconic, must-try experience. 🎾 Expanded Reach: Partnering with 140+ bars, and offering a canned version via delivery in New York and Chicago for the limited 2 week period, allows fans to experience the cocktail beyond the event, extending its reach and appeal. While this is not the only signature drink success story (the Pimm's Cup has been a traditional cocktail at Wimbledon since 1971), even avid sports marketing professionals are astonished at the Grey Goose Honey Deuce's growth trajectory. Clearly a brilliant marketing play by Grey Goose, the Honey Deuce is more than just a cocktail—it's now a cultural phenomenon! Read more https://lnkd.in/ev4TPRU6

In the crowded space of sports marketing and sponsorships, standing out can be a daunting task. With so many brands vying for attention, it's crucial to find what works uniquely for your company. For USANA, building trust and credibility has proven to be our winning strategy. In an unregulated industry like the supplement world, we go above and beyond with our rigorous testing and sourcing processes. We don't have to, but quality is paramount to us. One way we leverage this commitment is through our relationships with athletes. For them, what's in the bottle must match the label because a failed drug test can lead to severe consequences. While your average consumer might not share the same pain point, showcasing this importance makes them start to think about the integrity of the products they consume. By emphasizing that USANA vitamins are exactly what they claim to be, we encourage consumers to do their own research. This often leads them to understand the stark difference between USANA and other brands. It's this focus on trust and credibility that sets us apart in a crowded market. How does your brand find its unique edge?

The roaring success of Grey Goose's Honey Deuce cocktail at the US Open is a fascinating marketing story. The Honey Deuce cocktail, which has become a tradition at the high-profile NYC event, brought in crazy revenue and brand recognition for the vodka. The $10 million US Open cocktail raised so much money it could cover the combined championship prize money for both the male and female singles winners! Grey Goose's marketing success story goes beyond creating a signatory drink. Read more on Brandmark Studios about the critical factors that are at the foundation of the campaign. 👇 #marketing #campaigns #growth

🎿❌🍻 Why a non-alc brand needs to sponsor 3X Olympic skier Nick Goepper: 1️⃣ Join his journey to the 2026 Winter Olympics: Teaming up with a non-alc brand lets you share the grind of training and the post-session unwind. Plus, the fact that he doesn't drink adds an emotional connection with your customers. 2️⃣ Authentic engagement: Nick's video featuring Athletic Brewing Co. hit 164K views WITHOUT BEING AN AD! It proves the power of genuine content in customer connection. Authenticity matters, and having real people like Nick endorse your brand resonates deeply. 📈 Stats speak for themselves: "Non-alcoholic beer consumption surged from 0.6% to 5.2% among US adults between 2020 and 2023." Even sports are hopping on board, with Anheuser-Busch sponsoring the 2024 Summer Olympics with Corona Cero. 👇 What's your favorite non-alc brand? Let's see how many can show up in the comments. #sportssponsors #nonalcoholicbeer #anheuserbush #athleticbrewingcompany #sportsagent #2026olympics #roadtotheolympics

With big bucks at stake and competition among some big players for their share of the "lifestyle" market for over-the-counter blood glucose monitors, #sponsorship of sports and health-and-fitness-focused properties could be in the future. More in today's blog post for TicketManager. #sportsmarketing

The Olympic beer brand for the LA games in 2028 will be a 3.5% beer touting itself as low calorie, it was announced yesterday. The one for 2024 is an alcoholic beer brand with the word "Cero" after it, to get round the alcohol ad law in France. (see AR https://lnkd.in/dKqDuexm) The goal of the deal is to link these brands to admirable things like success, beauty, health, endurance, resilience, glamour and strength. It is also likely a bid to make Olympic TV watching a normalised alcohol drinking occasion, like with other sports. Beer and watching stadium sports like football and rugby have been associated for donkeys' years. But his is not currently true of track and field athletics, swimming, dressage, archery or paralympic events. This is all set to change from this summer. The Olympics have a profound impact on children and young people in search of role models and motivation. Around a third of under-18s watch the games. Their Olympic inspiration will now come mixed with alcohol branding. (See https://lnkd.in/dfYcuiCB) This is likely to come as a profound disappointment for people who think sport should serve as more than a marketing platform. The Olympics is, surely, meant to carry the torch for that that ideal./