"Even though it is an unknown, it feels like the right place for us to show up and be part of what I think is going to be a cultural conversation," said CMO Jennie Weber, highlighting Best Buy's strategy to engage with audiences through niche sports.
Research consultancy Forrester predicts that one in five brands will focus on streaming sponsorships with emergent sports leagues in 2025, reflecting a shift in how brands engage with sports audiences.
Interest among audiences in spots such as padel, pickleball and darts is rising - and in recent months, brand marketers have moved to get in on the game while they're still emerging, marking a significant trend in sports marketing.
Best Buy, for example, signed up this winter as one of the principal sponsors of TGL, a televised simulator golf tournament, indicating a growing trend towards establishing partnerships in lesser-known sports.
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