Welcome to the automated Brand Tracker diaries.
Roshn Saudi League partners with Footballco for livestreams
Source: https://campaignme.com/roshn-saudi-league-footballco-creator-led-livestreams/
Goal: To grow awareness and fandom of the Roshn Saudi League internationally.
Claim: Experience some of the biggest games this season in a unique way.
Media: YouTube, TikTok, Facebook, Instagram
Summary: The Roshn Saudi League has partnered with Footballco to provide creator-led livestreams of selected matches, starting with Al Qadsiah vs Al Hilal on October 23, aimed at engaging international audiences through platforms they already use.
Nestlé bets on NBA to win over next generation of consumers
Source: https://www.marketing-interactive.com/nestle-bets-on-nba-to-win-over-next-generation-of-consumers
Goal: Encourage young people to become physically active
Media: Retail programs, in-market fan experiences, on-pack promotions
Summary: Nestlé has entered into a multi-year partnership with the NBA across 21 markets to strengthen its connection with younger consumers. This collaboration encompasses its cocoa and malt beverage brands—MILO, NESQUIK, and NESCAU—and aims to leverage sports marketing to enhance brand relevance among youth, while encouraging physical activity among at least 2.5 million young people globally. The partnership will include retail promotions and youth basketball programs.
Ardmore Group brings Visit Pennsylvania Campaign to NFL London Game
Goal: Encourage fans to consider Pennsylvania as a holiday destination
Media: out-of-home advertising, paid social media, experiential activations
Summary: Ardmore Group launched the Visit Pennsylvania campaign during the NFL London Game, utilizing out-of-home advertising, social media, and experiential activities to promote Pennsylvania as a holiday destination to American football fans. This campaign included trivia quizzes, an AI photo booth, and giveaways, while also integrating promotional efforts around significant sporting events.
Hanshin Repeats Champions and Companies Celebrate with Promotions
Source: https://www.advertimes.com/20261005/article559796/
Goal: To promote sales and services in celebration of the Hanshin Tigers' consecutive championship win
Media: Retail promotions, social media, in-store announcements
Summary: The Hanshin Tigers won the Central League championship for the second consecutive year on October 3. Following the victory, various companies, including the Hankyu Hanshin Group, have launched celebratory sales and campaigns starting October 4. Promotions include free drinks at karaoke chains, special interest rates from banks, and points accumulation offers at commercial facilities. This trend is aimed at leveraging the Tigers' victory for promotional activities.
The Messi Effect in Numbers: Inter Miami Increased from $600 Million to $1.45 Billion in Three Years
Goal: To leverage Messi's signing to enhance brand value and revenue.
Media: Sponsorship, Merchandising, Social Media, Streaming
Summary: Since Lionel Messi signed with Inter Miami in July 2023, the franchise's valuation soared from $600 million to $1.45 billion, demonstrating a significant creation of value. The club transitioned from a mere MLS expansion team to a global business case study, with unprecedented growth in sponsorships, merchandise sales, and digital engagement, alongside impressive athletic performance.
Betsson.Sport, Marketing Manager Edoardo Gasparin Explains the Strategy
Goal: To enhance brand presence and engagement in the sports community.
Media: TV, digital content, sponsorships, programmatic channels
Summary: Betsson Group's new marketing manager, Edoardo Gasparin, outlines the company's strategy focusing on performance-driven investments, particularly in television and sponsorships. Betsson.sport aims to strengthen its community connection through local initiatives, while maintaining a continuous online and offline presence. Highlighted activities include a significant activation at a football match and the ongoing use of ambassadors to engage with fans.
Movistar Estudiantes and Havas Turn Club Resilience into 30 Millimeters of Steel
Goal: To showcase the resilience and history of the club.
Claim: Estudiantes is 'indestructible'.
Media: Live presentation, film documentation.
Summary: Movistar Estudiantes transformed its club's resilience into a tangible symbol by creating a club emblem made of 30 mm thick steel. This campaign, developed by Havas Creative Spain, connects the club's nearly 80-year history of hardships with its unyielding identity, showcasing how the emblem withstands physical damage as a reflection of the club's endurance. The emblem was revealed live on September 9, allowing attendees to see how much impact it can withstand.
With Duravit CMO Lüder Fromm: ‘Matchplan Sports Marketing’: What a Bathroom Manufacturer Seeks in Women’s Tennis
Goal: Engage with women's tennis
Summary: Duravit's CMO, Lüder Fromm, discusses the company's strategy to engage in women's tennis as part of their 'Matchplan Sportmarketing' initiative, aiming to enhance their brand presence in sports marketing.
Finnish NHL Star as the Face of Celsius Campaign
Source: https://www.markkinointiuutiset.fi/artikkelit/suomalainen-nhl-tahti-celsiusin-kampanjan-keulakuvaksi
Goal: To promote a new flavor and engage consumers through a contest
Summary: Finnish NHL star Alexander Barkov is the face of Celsius energy drink's Live. Fit. Go. campaign this fall. He has previously collaborated with the brand as part of the international Team Celsius athlete group. Celsius is also introducing a new flavor to the Finnish market, supported by a Florida Panthers campaign that includes a consumer contest with a grand prize trip to Miami to watch a Florida Panthers game.
Liverpool does not interrupt the Anfield Effect at the end of the advertisement
Source: https://www.media-marketing.com/vijesti/liverpool-ne-prekida-anfield-effect-na-kraju-reklame/
Goal: Enhance fan engagement and drive merchandise sales through a cohesive campaign
Claim: Feel the Anfield Effect
Media: Television, online platforms
Summary: Liverpool FC and adidas launched the third kit for the 2026/27 season with a campaign that transcends traditional product advertising. The 'Feel the Anfield Effect' campaign integrates creative concepts, a lifestyle offering, and a revamped online store to convert interest into purchases. By linking the atmosphere at Anfield to the capabilities of players wearing the new jersey, the advertising illustrates an almost superhuman performance. A 90-second ad featuring team captains conveys a unifying club identity while expanding the campaign's reach within their audience. The new online store is designed to enhance the shopping experience for fans.
Coke tackles college football season with creator content, fantasy sports
Goal: To enhance brand presence while targeting college football audiences
Claim: Fan Work Is Thirsty Work
Media: TV, social, digital, experiential, retail, e-commerce, public relations
Summary: Coca-Cola is ramping up its sports marketing with an updated campaign titled 'Fan Work Is Thirsty Work' focusing on college football and fantasy sports. This campaign seeks to personalize experiences for fans while maintaining a strong social media presence, celebrating the excitement of college sports with new advertisements and sponsorships, including the Coca-Cola Bowl Season.
Why United helped broadcast ESPN’s fantasy football show live from the sky
Goal: To promote United's gate-to-gate Wi-Fi capabilities
Claim: ESPN can broadcast live from the sky
Media: Live broadcast, social media
Summary: United Airlines hosted an in-flight activation where ESPN’s Fantasy Football Marathon was broadcast live from a flight, showcasing its Wi-Fi capabilities. This unique marketing effort was in collaboration with Disney Advertising to engage audiences around sports and highlight United’s offerings as the Super Bowl approaches.
NBA on Advertising Tour: Why Orlando Magic is Expanding the Summer Tour in Germany
Goal: Expand fan engagement in Germany
Summary: The Orlando Magic are expanding their Summer Tour in Germany to increase fan engagement and reach a broader audience. This initiative highlights the NBA's commitment to growing its presence internationally, particularly in Germany.
Ads: How women’s football becomes a shortcut to Gen Z
Source: https://www.resume.se/native/sa-blir-damfotbollen-en-genvag-till-gen-z/
Goal: To engage with Gen Z women through sports and digital platforms
Media: Digital platforms, seminars
Summary: Elitfotboll Dam is organizing an event called Football Talks in Stockholm aimed at marketing leaders and decision-makers to explore how women's football can become a strategic platform to engage with Gen Z women. The event will discuss the changing consumption patterns of young women regarding sports content and the role of athletes as digital brands.
Is the J League advertising too much lately? — An overview of the largest promotion reaching 30 million from a recognition crisis of over a dozen percent
Source: https://www.advertimes.com/20260807/article553510/
Goal: Increase awareness of the new season start date and maximize attendance
Claim: Largest promotion in J League history
Media: Television, collaborations, free invitations, OOH advertising
Summary: This summer, the J League is launching its largest promotion ever to raise awareness of its new season start date on August 7, following a shift in the opening period from February to August. The campaign includes various strategies such as TV ads, collaborations with brands like Pokemon and Travis Japan, and inviting 220,000 free attendees. The aim is to inform audiences about the new season's significance and enhance attendance through structured marketing efforts.
Cultural Marketing in the Fries Stand: BVB and Manera Launch Ruhr Area Comedy Series – Including Player Introduction
Goal: Promote local culture and engage fans
Media: video series
Summary: BVB (Borussia Dortmund) has teamed up with the agency Manera to launch a comedy series set in the Ruhr area, which will feature player introductions and showcase local culture, aiming to engage fans and celebrate regional identity.
Hitachi Construction Machinery to Pursue $6 Billion Strategy with Shohei Ohtani as Brand Ambassador
Source: https://www.advertimes.com/20260804/article552866/
Goal: To establish the new brand LANDCROS globally and become a top three industry player by 2030
Claim: Through open partnerships, we co-create new value
Media: Advertising and promotions
Summary: Hitachi Construction Machinery announced on August 4 that it has appointed MLB player Shohei Ohtani as the global brand ambassador for its new corporate brand, LANDCROS. This marks the first time the company has signed a personal brand ambassador contract with a sports figure. The company plans to change its name to LANDCROS Corporation by April 1, 2027, transitioning from the Hitachi brand. With Ohtani's influence, the company aims to cement its new brand in both domestic and international markets while enhancing employee unity and recruiting efforts. Hitachi Construction Machinery aims to be in the top three globally by 2030, targeting significant revenue growth across several key business areas, including North America and Latin America.
Heineken 0.0 Gives Old Tickets New Life at the US Open
Goal: Engage fans by allowing them to revisit memories of Serena Williams' matches and build a community around shared experiences.
Claim: Fans Have More Friends
Media: heineken.com
Summary: Heineken 0.0 has launched the Second Serve Tickets campaign, inviting fans of Serena Williams to submit old tickets from her matches for a chance to return to the US Open. The campaign, created by LePub New York, encourages sharing personal stories tied to those tickets and aims to foster community among fans. Selected individuals will be invited to an exclusive Heineken lounge at the 2026 US Open. Additionally, limited-edition Heineken 0.0 cans inspired by Williams' winning tickets will be available during the tournament.
Adidas Stock Plummets: Costly World Cup Campaign Reduced Profits
Goal: To promote Adidas during the 2026 FIFA World Cup
Media: Television, Online
Summary: Adidas undertook a significant marketing campaign during the FIFA World Cup 2026, leveraging high-visibility sponsorship opportunities including official merchandise and the ad film 'Backyard Legends', which featured stars like Timothée Chalamet and Lionel Messi. Despite generating record sales, overwhelming marketing costs led to lower-than-expected profits, impacting stock prices negatively.
Cénit: The Shirt with Which Inter Miami Turns Nu Stadium into a Brand Symbol (and Doubles Down on Support for Messi)
Goal: To establish a new brand identity and showcase the club's ownership of its infrastructure.
Claim: This is not just a shirt, it's the clearest view of how far this team can go.
Summary: Inter Miami launched its third jersey, named 'Cénit', inspired by the design of its new stadium, Nu Stadium. This campaign aims to transform the team's identity by utilizing its own infrastructure as a creative source, marking a shift away from relying solely on symbolic colors or historical references. The return to white as a primary color signals the team's expansion of its branding strategy.
Out Look: RT Sport Has the Final Word with LIVEPOSTER
Source: https://www.adworld.ie/2026/07/24/out-look-rte-sport-has-the-final-word-with-liveposter/
Goal: To carry sports outcomes beyond broadcast and into public awareness.
Media: Digital Out of Home, Digital Bridges, Digital 6 Sheets, Transvision, Billboard
Summary: RTÉ Sport's Summer of Sport campaign utilized dynamic Digital Out of Home advertising to communicate the outcomes of major sporting events immediately to the public. Following the All-Ireland Senior Hurling Final and the FIFA World Cup final, celebratory creative messages appeared on digital screens across Dublin, strategically placed to engage audiences as they traveled from the events, reinforcing the connection between the sporting experience and public celebration.
How to Market With Gen Z, Not To Them
Source: https://www.adweek.com/brand-marketing/how-to-market-with-gen-z-not-to-them/
Goal: Engage Gen Z through community-driven co-creation in sports.
Claim: Bringing young creatives into local communities.
Media: Collaborative events, social media
Summary: Lenovo is focusing on connecting with Gen Z by actively listening to their insights through a Gen Z Advisory Board. The company emphasizes real-world storytelling and co-creation in its marketing strategy. The 'Your Club Your Canvas' initiative engages young creatives to design soccer club kits in collaboration with local communities, showcasing how technology can support authentic creativity.
Marketing Vanguard at Cannes: Why Sports Marketing Starts With Identity ft. Uzma Rawn Dowler of MLB
Goal: To reshape baseball marketing by focusing on fan identity and integration
Media: Vidcast
Summary: Uzma Rawn Dowler, CMO of Major League Baseball, discusses the importance of fan identity in marketing at the Cannes Lions 2026, highlighting how MLB integrates partner marketing into the fan experience organically. The conversation focuses on brand storytelling, cultural relevance, and commercial growth within MLB's expansive eight-month season.
How Snacking Brands Turn Sports Into Spending
Source: https://www.adweek.com/brand-marketing/how-snacking-brands-turn-sports-into-spending/
Goal: Drive frequency and loyalty over time.
Media: Sports Events, Promotions
Summary: Mondelēz International is leveraging live sports moments, particularly the World Cup, to enhance consumer engagement and promote their brands through initiatives like the SnackWorks Perks rewards program. This campaign focuses on building personalized relationships with consumers while navigating a landscape of conscious spending. By partnering with Ibotta, they aim to increase brand visibility and provide tailored offers to meet consumer needs.
Heinz Transforms Football Cards into Packs of Ketchup and Mustard for Match Days
Source: https://www.reasonwhy.es/actualidad/heinz-tarjeta-roja-amarilla-sobres-ketchup-mostaza-mundial-2026
Goal: Engage football fans during match days
Claim: N/A
Media: N/A
Summary: Heinz has transformed football trading cards into collectible packs of ketchup and mustard to engage fans on match days, creating a fun and unique experience while promoting its condiments.
TombrasNiña, Jägermeister, and Rolito Join Forces Before Argentina’s Semifinal with England
Goal: To allow Argentine fans to find and freeze bottles of England before the semifinal match.
Claim: Freeze England
Media: Social media
Summary: Jägermeister, Rolito, and TombrasNiña teamed up before the semifinal match between Argentina and England to freeze England. They froze bottles with England labels in Rolito freezers at service stations, allowing Argentine fans to find them for their pre-game rituals. The locations of these freezers were shared on social media in the hours leading up to the match.
The Brill Building Rolls Out New Creative for the RDS & Gallagher Dublin Horse Show
Goal: Promote the Gallagher Dublin Horse Show
Claim: Closer to Greatness
Media: television, radio, out-of-home, digital and display media
Summary: Ahead of the Gallagher Dublin Horse Show, the RDS, The Brill Building, and Ad Advantage Media have launched a campaign titled 'Closer to Greatness'. It aims to celebrate the heritage of the event while presenting it in a modern context through various media channels. The lead execution is a film combining archive footage and new imagery designed to connect the show's history with its future ambitions. The campaign is part of a three-year partnership.