Media Buying Briefing: Why sports investment is a lot more complex than it used to be
The Super Bowl and sports events like March Madness are attracting record-breaking ratings due to the influence of star figures like Taylor Swift and Lionel Messi.
Fashion, music, and pop culture are now integral to sports, creating a complex marketplace for sports media buyers to align brands with teams, leagues, and athletes.
How fan engagement is unlocking new approaches to identity
The NFL remains a strong force in capturing audience attention on TV, with NFL broadcasts accounting for the majority of the most-watched TV broadcasts.
Brands are recognizing the importance of marketing to sports fans and are investing in reaching this high-value audience.
Why the NFL released an AI-powered game with Amazon
AWS and the NFL have created an online game called 'Playbook Pass Rush' to educate fans, particularly Gen Z, on how advanced statistics are used in real-time during NFL games.
The game uses generative AI-powered stats to predict the likelihood of each defender creating a pressure during plays.
The NFL is using the game as a brand marketing tool to advertise pressure probability and is actively promoting it on social media platforms.
This week's marketing winners, losers and newsmakers Winners Calvin Klein: After announcing BTS heartthrob Jungkook as its newest brand ambassador last month, the fashion brand reaped the benefit of the singer's surprise appearance this week at a Calvin Klein store event in Seoul.The #JungkookxCalvinKlein hashtag was trending as a result.
Why PMG's Nike win doesn't seem all that unusual for the indie media agency
Just because you hit the big time, doesn't mean you forget the little guy - or where you came from.So it is with independent media agency PMG, which has followed up its gigantic August win of Nike's North American media AOR business - in which it beat out several holding company media agencies - with two smaller wins, Digiday has learned.