Brand Tracker

Welcome to the automated Brand Tracker diaries.

Spain

Netflix will retransmit the next three editions of The Evening of the Year

Brand: Netflix

Campaign: La Velada del Año

Source: https://www.reasonwhy.es/actualidad/netflix-derechos-retransmision-velada-del-ano-ibai-llanos

Goal: Promote a culture of risk in marketing

Media: Television, Streaming

Summary: Netflix will retransmit the next three editions of 'La Velada del Año', emphasizing the need to foster a culture of risk in marketing to discover better strategies.

United States

Live Events: Why the Victoria’s Secret 2026 Fashion Show Proves Physical is Winning Again (The Phygital Era)

Brand: Victoria’s Secret

Campaign: 2026 Fashion Show

Source: https://infonegocios.biz/infomiami/eventos-en-vivo-por-que-el-desfile-de-victoria-s-secret-2026-prueba-que-lo-fisico-vuelve-a-ganar-la-era-phygital-2

Goal: Highlight the return of live events in marketing

Claim: Physical events provide concentrated attention and shared excitement

Media: YouTube, TikTok, Instagram

Summary: Victoria's Secret returned to the runway in Los Angeles for the 2026 Fashion Show, creating content for YouTube, TikTok, and Instagram. The campaign emphasizes the significance of live events in a digital age, highlighting how they create memorable brand experiences and generate shared excitement among audiences.

live events phygital marketing Victoria's Secret

Ireland

Heineken Ryder Cup Deal Steps Up Battle for Ireland’s Live Events Market

Brand: Heineken

Campaign: Ryder Cup Partnership

Source: https://www.adworld.ie/2026/09/03/heineken-ryder-cup-deal-steps-up-battle-for-irelands-live-events-market/

Goal: To secure pouring rights and sponsorship for the Ryder Cup 2027

Claim: Official Beer, Cider and Stout Supplier

Media: Bars, spectator village, hospitality areas, premium experience suites

Summary: Heineken Ireland has secured the drinks and pouring rights for the 2027 Ryder Cup at Adare Manor, enhancing its presence in Ireland's competitive live entertainment market and allowing its range of products to be served during the event. The agreement is a strategic move as Heineken competes for sponsorship and partnerships within Ireland's sporting events.

live events Ryder Cup sponsorship

Brazil

Heineken at Rock in Rio Brazil 2026 turns a simple ‘cheers’ into an opportunity to meet

Brand: Heineken

Campaign: The Clinker

Source: https://brand-news.it/brand/alimentari/beverage/heineken-a-rock-in-rio-brazil-2026-trasforma-un-semplice-cheers-in-unoccasione-per-conoscersi-firma-lepub/

Goal: Create real-life connections through shared musical tastes.

Claim: Transforming what people already love into common ground to meet someone new.

Media: Smart bands, Spotify, physical activations at the festival

Summary: At Rock in Rio Brazil 2026, Heineken is launching The Clinker, an activation designed by LePub and LeGarage that facilitates real-life encounters based on musical compatibility. Attendees use smart bands connected to Heineken cans and glasses to find others with similar music preferences. When they toast, their compatible tastes are revealed. Additionally, Heineken and Spotify will present The Loudest Playlist, which evolves during the festival based on audience reactions. The initiatives aim to enhance connections among attendees, highlighting the role of live events in discovering music beyond algorithms.

connections live events music technology

Saudi Arabia

The art of creating brand experiences people remember

Brand: Netflix

Campaign: STRANGER THINGS S5 LAUNCH

Source: https://campaignme.com/the-art-of-creating-brand-experiences-people-remember/

Goal: Create memorable immersive brand experiences

Claim: The best experiences aren’t the most shared. They’re the most remembered.

Media: immersive experiences, live events

Summary: The article discusses how Enigma creates lasting brand experiences through various campaigns, including the immersive launch of NETFLIX's Stranger Things S5 in the Saudi desert, New Balance's Doha Marathon race village, Bentley's Flying Spur launch, and BMW's M Track experience in Abu Dhabi and Jeddah. It emphasizes the importance of creating memorable rather than highly shareable experiences.

brand launches immersive experiences live events

Global

Netflix says live events bolster ads but affect viewer engagement

Brand: Netflix

Campaign: The Hawk

Source: https://www.marketingdive.com/news/netflix-says-live-events-bolster-ads-but-affect-viewer-engagement/825515/

Goal: Integrate brand partnerships into original content

Claim: Live events drive viewer attention and acquisition

Media: TV, digital advertising

Summary: Netflix has reported a 13% year-over-year revenue growth attributed to membership growth, pricing changes, and advertising momentum, while facing questions about viewer engagement and audience falloff. The company aims to generate $3 billion in ad revenue this year and is negotiating major ad commitments. Live programming, such as the Women's World Cup and NFL games, is a key focus. The company is developing partnership campaigns, including for its new series 'The Hawk' featuring brands like Hyundai's Genesis.

advertising Brand Partnerships live events streaming

Global

Netflix on Track to Reach $3 Billion in Revenue

Brand: Netflix

Campaign: Programmatic Advertising Expansion

Source: https://brand-news.it/media/tv/netflix-sulla-buona-strada-per-raggiungere-di-3-miliardi-di-di-raccolta-piu-programmatic-anche-per-i-formati-live-e-pause-ads/

Goal: Achieve $3 billion in advertising revenue by the end of 2026

Media: Live events, digital advertising, Pause Ads

Summary: Netflix reported a 13% growth in Q2 with $12.6 billion in revenue and is on track to reach $3 billion in ad revenue by the end of 2026. The company plans to enhance its advertising strategy by incorporating more live events, like the Women's World Cup and NFL games, to capture audience attention and drive ad revenue. Netflix is also investing in AI and automation for a premium advertising experience.

advertising live events revenue growth

Portugal

Faithful to Music

Brand: Fidelidade

Campaign: Follow Your Sound

Source: https://www.imagensdemarca.pt/artigo/fieis-a-musica/

Goal: Strengthen relationships with the audience and stakeholders through music sponsorship

Claim: Follow Your Sound

Media: Live music events

Summary: Fidelidade's campaign theme for this year's NOS Alive festival is 'Follow Your Sound', reflecting the brand's music-focused strategy initiated in 2016. The campaign, anchored in sponsorship of live music events like NOS Alive and Vodafone Paredes de Coura, aims to build connections with the public and various partners using their digital mascot, Trusty, during the events.

brand engagement live events music sponsorship