Erika Nardini, CEO of Barstool Sports, discusses how her experience with the early days of the internet prepared her to run this fast-growing media brands.

Many Australian children have grown up with posters of their favourite sports stars taped to their walls. Fifteen recipients of the Australian of the Year honour have had a background in sport, and sports stars are perennial favourites as ambassadors and spokespeople for all manner of brands.

Throughout these years, the Leonese brand Court has positioned itself in different stores, both its own and department stores with great competitiveness.

How one counterintuitive decision by CEO Dave Colina boosted sports drink brand O2.

NBA players’ action should force all the companies in the world of sports to reckon with how far their values actually go. Sports has always been perceived by some as a refuge from the real world. That impulse is what helped drive leagues to return amid the pandemic, so people may be working from home, or have lost their job, or even gotten sick or lost a loved one to COVID-19, but at least they’d have playoff basketball. Read Full Story

Allbirds’ material innovation meets Adidas’s manufacturing might. Six-year-old sneaker startup Allbirds is collaborating with the 70-year-old sporting giant Adidas to design a performance sports shoe with what the brands believe will be the world’s lowest carbon footprint. Read Full Story

The 16-year-old tennis star may have lost at the U.S. Open, but her brand game is still going strong. Sports, unlike say, advertising, are built on the idea of unpredictable outcomes. Of course there are untold hours dedicated to talking about, and betting on, anticipated results—but ultimately you just never know. Read Full Story

Esports is competitive, organised video game competitions and it’s the fastest growing sports segment in the world, with some 400 millions of players worldwide. Esports is calculated to be worth in excess of US$1 billion this year, according to research by Newzoo.

Sports sponsorship is one of the most impactful ways of tapping into both the emotional and functional aspects of brand, says KFC Australia’s chief marketing officer, Kristi Woolrych.

With sporting and entertainment events being cancelled or postponed due to the coronavirus, the US sponsorship industry is now looking at an estimated $10 billion gap in value. Brand sponsors and properties are not entirely aligned on the recovery of this value, according to survey data from IEG. Earlier projections from the Winterberry Group estimated… Read More » The post Brands, Properties Face A Projected $10B Gap In Sponsorship Value appeared first on Marketing Charts .