The article discusses the evolving landscape of sports marketing in light of increasing advertiser interest and the blurring of lines between athletes and influencers due to NIL policies. Verizon's VP of partnerships, Nick Kelly, reflects on the need for brands to carve out unique positions amidst growing competition. The company emphasizes storytelling in its approach and highlights its partnership with star athlete Paige Bueckers as part of a strategy to enhance authenticity while engaging with fans through her upcoming milestones in women's basketball.
We have to find something that we can own, especially in a space where so many advertisers are competing for attention.
We wanted to tell stories and empower athletes to go out there and do whatever it is that they're passionate about.
Partnering with women's basketball star Paige Bueckers is central to our strategy as she approaches significant moments in her career.
As more brands flock to sports marketing, standing out is becoming increasingly challenging, even for a large player like Verizon.
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