Welcome to the automated Brand Tracker diaries.
Z Manu World Champs set to make an even bigger splash in 2027
Source: https://stoppress.co.nz/news/z-manu-world-champs-set-to-make-an-even-bigger-splash-in-2027/
Goal: To enhance the event experience and increase participation
Claim: The Manu Champs combines the excitement of a high-stakes professional competition with something generations of New Zealanders already enjoy.
Media: Mai FM, Lumo
Summary: The Z Manu World Champs, focused on the popular manu diving competition, is set to return in 2027 with expanded participation and sponsorship integration. The event features unique activations and returning sponsors that contribute to a collaborative festival atmosphere, aiming to attract even larger crowds and media attention.
Preview: Shell Reinforces Its Bet on Scaloni with Don by Havas
Goal: To emphasize confidence and empowerment for consumers
Claim: You Have What It Takes
Media: Television and digital platforms
Summary: Shell and Don by Havas have launched the new campaign for Shell V-Power titled 'You Have What It Takes'. Lionel Scaloni returns as the protagonist, highlighting the importance of confidence, power, and the attitude required to face challenges. The campaign aims to inspire self-trust through Scaloni's unique authority and authenticity.
New: TyC Sports, Mercado McCann and a Movie Ending for Messi
Source: https://www.adlatina.com/publicidad/nuevo-tyc-sports-mercado-mccann-y-un-final-de-pelcula-para-messi
Goal: To honor Lionel Messi on his farewell from the Argentine National Team
Claim: Explaining the inexplicable
Summary: The campaign 'Extraterrestrial' by TyC Sports, created by Mercado McCann, pays tribute to Lionel Messi on the day of his farewell from the Argentine National Team. It opens with an image of the Monumental stadium, capturing a moment that is difficult to explain for mortal beings.
With Hyrox Founder Christian Toetzke: ‘Match Plan: Sports Marketing’ – How an Event Becomes a Sport
Goal: To establish a new sport from an event
Summary: The article discusses how Christian Toetzke, the founder of Hyrox, is transforming an event into a recognized sport through strategic marketing initiatives. It outlines the approaches and potential of sport marketing in fostering the growth and recognition of new sports.
One New Zealand brings back Warriors anthem Matter of Faith
Source: https://stoppress.co.nz/campaigns/one-new-zealand-brings-back-warriors-anthem-matter-of-faith/
Goal: Celebrate the enduring support of Warriors fans and the brand's history with the team.
Claim: No matter the result, Warriors fans keep showing up.
Media: Film
Summary: One New Zealand has revived the Warriors anthem 'Matter of Faith' 25 years after its original creation by Vodafone. This campaign, created with McCann and featuring the Māori brothers band Coterie, celebrates the long-standing relationship between the brand and the rugby league team, highlighting the unwavering support of the fans. A film directed by Andy Morton showcases the fans' journey and the community around the Warriors, linking the past with the present.
Colruyt and Jims launch Move & Save to reward families who do sports
Source: https://pub.be/fr/colruyt-et-jims-lancent-move-save-pour-recompenser-les-familles-qui-font-du-sport/
Goal: To reward families who engage in sports
Summary: Colruyt and Jims have launched the Move & Save campaign to reward families who participate in sports activities.
Xister Reply Wins the Tender for the New TV Commercial of Eurobet.live
Goal: To strengthen Eurobet.live's positioning in sports information and entertainment.
Media: Television, digital content, social media
Summary: Xister Reply has won the contract for the new TV commercial of Eurobet.live, a platform dedicated to sports enthusiasts. The project includes the creation of a 15-second TV spot along with various digital and social content. It features ambassador Luca Toni and aims to consolidate Eurobet.live's presence in the sports information and entertainment segment by combining television and digital channels.
Sydney Sweeney Criticized for Nude Advertisement with Novig
Goal: To promote a sports betting app
Summary: Sydney Sweeney has sparked controversy by featuring nude in Novig's first national brand campaign 'Just Sports'. The advertisement has faced criticism for undermining gender equality efforts in sports.
One Year Post-American Eagle Scandal, Sydney Sweeney Sparks Ire by Going Naked for Novig
Goal: To promote Novig as a premier sports trading platform
Claim: The best sports trading experience comes from a platform singularly focused on sports
Summary: Sydney Sweeney's new campaign for Novig, titled 'Just Sports', features her in a provocative way, sparking significant backlash from viewers, particularly women, who feel the ad undermines the progress of female athletes in sports. The campaign aims to highlight Novig's focus on sports trading but has been criticized for its sexualized portrayal.
Aaron Judge and Legora Connect Sports to Law
Source: https://www.resume.se/marknadsforing/kampanj/legora-gar-fran-golf-till-baseball-i-ny-kampanj/
Goal: To connect the world of sports with the legal profession by illustrating what lawyers should focus on.
Claim: Focus where it matters the most
Summary: The campaign features New York Yankees star Aaron Judge and uses baseball's strike zone as a metaphor for what lawyers should prioritize in their work. It aims to show that, similar to Judge's quick decision-making on the baseball field, lawyers need to minimize time spent on research and administration to focus on areas where their expertise makes the biggest impact.
Australia GAD orelsanise Ligue 1 + – Strategies
Source: https://www.strategies.fr/actualites/marques/LQ6538524C/australiegad-orelsanise-ligue1.html
Goal: Promote Ligue 1 through music collaboration
Summary: The article discusses a new campaign that integrates the artistic vision of French rapper Orelsan with the promotion of Ligue 1, showcasing the cultural ties between sports and music in France.
Sprint Star Makes Comeback – on E4:an
Source: https://www.resume.se/marknadsforing/kampanj/har-gor-sprintstjarnan-comeback-pa-e4an/
Goal: Create awareness for a unique running event
Summary: In anticipation of the running event Förbifartspremiären, sprint star Irene Ekelund participated as a test runner to generate buzz. The event will allow thousands of runners to experience a new running route between Hjulsta and Häggvik, including areas not previously accessible to the public. Marathongruppen aims to attract more participants by showcasing the event's unique features through Ekelund's participation.
Support through Diamonds throughout Uruguay (Renault joins the solidary races of the Pérez Scremini Foundation)
Goal: To raise awareness and funds for childhood cancer treatment.
Claim: Join the fight against childhood cancer through sports.
Media: RedTickets platform, Abitab stores
Summary: The Pérez Scremini Foundation is organizing solidary races across Uruguay to support children and adolescents with cancer. Renault is sponsoring the event, which aims to gather 16,000 participants over two months to promote personalized treatment for patients. The races include 5K and 10K options, with the first event held on August 30 and the schedule continuing through various locations until November 1.
The latest round of Mattoni Eagles knows the winner
Source: https://www.mam.cz/novinky/akce-a-souteze/2026-09/mattoni-eagles-studenti-marketingove-koncepty/
Goal: Connect young talents with real business challenges
Claim: Innovate from existing brand potential
Summary: The Mattoni Eagles program allowed university students to work on a real marketing assignment for the Mattoni brand, focusing on how to connect the brand with sports for Generation Z. Participants developed concepts that considered various brand touchpoints and aimed to provide fresh insights into the brand's relevance in the sports environment. The winning team was recognized for their innovative approach to leveraging existing brand assets.
Cheez-It Brings Game-Day Hot Takes From the Stands to the Couch
Goal: To highlight the relationship between watching sports and snacking at home.
Media: National TV
Summary: Cheez-It is launching a new campaign that focuses on the at-home experience of watching sports, moving away from stadium-focused advertising. The campaign, created by BBDO New York, introduces the 'Cheez-It Couch Committee', who humorously discuss sports topics from a uniquely designed couch. The campaign debuts on national TV on September 6.
Huawei to unveil a new range of wearable devices on September 2 in Munich. Watch online from 14:00.
Goal: To connect technology with sports, health, creativity, and exploration.
Claim: Chase the Wild
Media: Online platforms and social media
Summary: Huawei will introduce new products on September 2nd in Munich as part of its global campaign 'Chase the Wild'. The launch will feature flagship smartwatches, a new tablet, headphones, and smartphones, focusing on outdoor activities, health monitoring, and the integration of AI for sports analysis. This campaign aims to help users explore new possibilities and connect technology with their everyday lives.
Why Live Sports Is Marketing’s Biggest Growth Engine ft. NBCU CMO Jennifer Storms
Goal: To build brand salience and adapt campaigns into year-round franchises.
Media: Television, Streaming, Social Media
Summary: The article features an interview with NBCUniversal CMO Jennifer Storms, who discusses the importance of brand salience in a competitive streaming landscape and the need to adapt major events like the Olympics into continuous cultural franchises. Storms emphasizes the shift from traditional campaigns to creating long-lasting brand experiences that resonate with audiences year-round.
NBA Champion Tristan Thompson joins Dubai Basketball Front Office as Global Ambassador
Goal: To enhance global visibility and basketball culture
Claim: Building Dubai as a global basketball hub
Summary: Dubai Basketball has appointed NBA Champion Tristan Thompson as Global Ambassador to enhance its international presence and basketball culture. Thompson will leverage his experience to improve the franchise's visibility, engage fans, and position Dubai as a key destination for elite basketball.
1,500 Matches Turned into One Big Football Show
Goal: To unify multiple football competitions under a single platform and enhance fan engagement.
Claim: More than 1,500 live matches this season.
Media: Television, cinema, BVOD platforms, social media, digital channels, outdoor
Summary: Sky Sports has launched a major campaign called 'Welcome to the Show' to combine various football leagues into one comprehensive viewing experience, highlighting over 1,500 live matches. The campaign features a dynamic 3D activation in Piccadilly Circus and employs tailored creative solutions for each Premier League club, aiming to foster a stronger connection between fans and their respective teams while celebrating the unique essence of each match.
The Pro League unveils its new anthem with Sonhouse and Joyhauser
Source: https://pub.be/fr/la-pro-league-devoile-son-nouvel-hymne-avec-sonhouse-et-joyhauser/
Goal: To introduce a new anthem for the Pro League
Summary: The Pro League has unveiled its new anthem in collaboration with artists Sonhouse and Joyhauser.
TNT Sports ‘Levels’
Source: https://www.campaignlive.co.uk/article/tnt-sports-levels-brothers-sisters/1966802
Goal: Illustrate athletes' pursuit of excellence
Summary: TNT Sports releases a campaign that showcases the dedication and excellence of athletes in their sports endeavors.
Camugin Strengthens Its Connection with the Territory with a Water Polo Tournament in Camogli
Goal: To strengthen the brand's connection with the local community
Summary: Camugin, a brand owned by 1492 Coloniale Group, has entered the water polo world with a project designed by Mr. Dee Still to strengthen the brand's link with Camogli and the Liguria region. The initiative features a partnership with Rari Nantes Camogli for the 2026-2027 sports season, starting with a local community tournament. It aims to transform sponsorship into a relationship-building project, blending sport, sea, and community participation. Post-game activities included music, public engagement, and artworks by street artist Alessandro Ripane.
Intersport and Monica Jusu Bah Highlight the Power of Sports
Source: https://www.resume.se/marknadsforing/kampanj/intersport-lyfter-sportens-kraft-i-skolstartskampanj/
Goal: Promote the importance of sports for children and youth
Summary: Intersport, in collaboration with Adidas and national team player Monica Jusu Bah, has launched this year's back-to-school campaign titled 'Sport builds dreams.' The campaign emphasizes the significance of sports in strengthening the next generation through community, joy in movement, and involvement in sports clubs. It showcases young players from Sävedalens IF to foster recognition and authenticity, while Monica shares her experiences and the vital role of her mother as a role model.
Amazon’s live sports land grab helps boost ad segment to $19.8B in Q2
Goal: To enhance advertising revenue through a multisport strategy
Claim: More engaged audience with higher spend and orders
Media: Prime Video, NFL, NBA, WNBA, NASCAR
Summary: Amazon's advertising segment reached $19.8 billion in Q2, driven by a successful multisport advertising strategy that significantly increases reach and engagement among viewers. New advertisers have been introduced to popular sports leagues, and the demand for advertisement space has surged. Additionally, Amazon's AI tools are helping brands reduce advertising costs.
Orange Belgium groups its sports offers under Orange Sports
Source: https://pub.be/fr/orange-belgium-regroupe-ses-offres-sportives-sous-orange-sports/
Goal: To consolidate sports offers under a single brand.
Summary: Orange Belgium is regrouping its sports offerings under the unified brand 'Orange Sports', aiming to simplify and enhance its service for sports fans.
Decathlon’s Summer Campaign: A Shared Journey to Experience Sports
Source: https://www.reasonwhy.es/viaje-compartido-vivir-deporte-campana-verano-decathlon-2026
Goal: To promote sports participation
Summary: Decathlon's summer campaign is focused on promoting shared experiences in sports. While it acknowledges that social media has its benefits, it expresses a skepticism about investing heavily in such platforms.
Under Armour Chooses François Arnaud as Global Brand Ambassador
Goal: Promote Under Armour's HeatGear line and embody the spirit of modern athletes.
Media: Film
Summary: François Arnaud, star of the series 'Heated Rivalry', is the new global brand ambassador for Under Armour and leads the 'For When It’s Hot' campaign, showcasing the HeatGear line. The campaign aims to connect with modern athletes through authenticity and confidence, with Arnaud embodying these values. Launched globally during the warmest week of the year in North America, it focuses on the strong link between sports and culture.
Turning Players into Butterflies: ACB’s Strategy to Generate Notoriety for Liga U
Source: https://www.reasonwhy.es/actualidad/acb-estrategia-comunicacion-liga-u-campana-capullos
Goal: Generate notoriety for Liga U
Summary: The ACB is implementing a strategy to convert players into butterflies in order to increase awareness of their Liga U. They acknowledge that there are good aspects but expressed skepticism about investing in social media.
New: Chispa and Beautiful Beast Turn Football Disappointment into an Opportunity for Love
Goal: To turn sports disappointment into an opportunity for love.
Media: Online shows, interviews, entertainment, compatibility tests
Summary: Chispa and Beautiful Beast launched the Lucky Losers campaign following a national survey that revealed fans often seek companionship after sports defeats. The campaign includes gamified online shows and compatibility tests, aiming to leverage shared disappointment to foster connections among fans.
AIB Plays it Forward with New Campaign from TBWA Ireland
Source: https://www.adworld.ie/2026/06/16/aib-plays-it-forward-with-new-campaign-from-tbwa-ireland/
Goal: To celebrate the impact of mentors in Gaelic games and highlight community support.
Claim: Great mentors don’t just lift cups; they lift teams, communities and future generations.
Media: television, digital, social media, experiential activations, in-stadium activity
Summary: AIB, through TBWA eland, launched the 'Play It Forward' campaign for their sponsorship of the 2026 All Ireland Senior Football Championship. The campaign emphasizes the importance of mentors in shaping players' success both on and off the field, featuring a documentary-style film about the relationship between coach Kieran Donaghy and his mentor Mickey Ned O’Sullivan. It aims to honor the contributions of those who support others in achieving their potential.
Pre-screening: Isla and YPF present a tribute to Messi’s career
Goal: To honor Lionel Messi's career and impact on Argentina
Claim: Thank you Messi for fulfilling the dreams of Leo and all Argentines
Media: Commercial
Summary: The campaign 'Gracias Messi' created by Isla Buenos Aires for YPF pays tribute to Lionel Messi's extraordinary career, expressing gratitude for the joy he has brought to the Argentine people. The ad, produced entirely with AI, emphasizes the emotional connection and the significance of Messi's achievements, particularly during the sixth World Cup.
Next After Pokémon: J.League Communicates the Behind-the-Scenes of VAR and Decisions with ‘Detective Conan’
Source: https://www.advertimes.com/20260717/article550986/
Goal: Increase awareness of the J.League among Detective Conan fans and referees
Media: Television
Summary: The J.League is collaborating with the anime 'Detective Conan' by airing a special episode titled 'J.League Opening Whistle' on July 18. This campaign aims to attract Detective Conan fans to the J.League and enhance the understanding and respect for referees and VAR technology in soccer. The collaboration coincides with the J.League's transition to a new season start in August, marking a significant change for the league.
Oman: ‘Sports Spark 2026’ kicks off with expanded summer programme
Source: https://www.gulf-insider.com/oman-sports-spark-2026-kicks-off-with-expanded-summer-programme/
Goal: Encourage physical activity and promote healthy lifestyles.
Summary: The fourth edition of Sports Spark has launched at the Oman Convention and Exhibition Centre, offering a diverse summer programme that combines sports, entertainment, and community engagement for all ages. Running until August 15, the event has expanded significantly this year, showcasing over 20 sports and activities, including flagship events like the Spark Martial Arts Championship and the Muscat Night Run. The initiative aims to support community health and well-being through active participation.
The Couch that Introduces FIFA to Gaming Culture
Source: https://www.media-marketing.com/vijesti/kauc-koji-fifa-u-uvodi-u-gaming-kulturu/
Goal: To engage a new audience through gaming and digital content
Media: TikTok, YouTube, streaming platforms, pop-up events
Summary: The FIFA Gaming Couch campaign is a six-week adventure that merges gaming culture with the FIFA World Cup, featuring a journey across America with various sports and gaming personalities. The campaign includes episodic content, interactive pop-up events, and collaborations with platforms like Netflix and TikTok, aiming to reach new audiences who engage with football through games. It marks a broader shift in FIFA's digital strategy, promoting new games and integrations.