Welcome to the automated Brand Tracker diaries.
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utilizing its own infrastructure as a creative source, marking a shift away from relying solely on symbolic colors or historical references.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.