Set to nearly double its spend on U.S. sports marketing, the CPG giant sees the category as emblematic of a shift to “many-to ...

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 ...

In a post-game interview following a big win against the New York Knicks, Los Angeles Lakers player and iconic athlete LeBron James warned young athletes: “Pour it all into the game if you want to be ...

Alibaba joined the Olympic Partner (TOP) programme, the highest level of Olympic sponsorship, in 2017 and it’s recently extended its partnership through to 2028. And already, the brand has delivered ...

Clutter has become a bit of a double-edged sword in sports marketing. On the positive side, the proliferation of innovative new promotional inventory has opened up sponsorship to a deeper array of ...