Dove Men+Care

Dove Men+Care Using ‘Big Names’ to Attract Average Joes

Dove Men+Care has turned to everyday athletes to connect with sports fans, a move the brand views as more relatable than partnering with a big-name professional athlete. The brand’s new “Biggest Names” campaign stems from the fact that 81% of men say they work out or play sports at least once a week, said Amy Stepanian, marketing director of Dove Men+Care for Unilever, but seven in 10 men feel as though the everyday athlete isn’t represented in media – as […]

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Conviva Social Insights Leaderboard Allows Sports Brands To See Competitor Metrics

(Conviva is a proud partner of Front Office Sports) While athletes compete on the field, marketing and content teams are competing off the field for share of attention in the form of views, watch time and social media engagements. When you compete against each other, understanding what performs well on your own accounts is important, but equally important is understanding what is doing well within your industry or league. It’s difficult to know just how that content stacks up against […]

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YETI Stays Cool With Customers Via Sports Sponsorships

Widely known for their expensive yet extremely popular coolers, YETI is using sports – both mainstream and unconventional – to diversify its business portfolio.  Founded in 2006, YETI signed a multi-year agreement with the PGA Tour in September. It’s only YETI’s third league partnership after previously inking deals with both NASCAR and Professional Bull Riders in 2017. “Our focus is to engage in the communities in which there is already a relevant connection to our brand,” YETI CMO Melisa Goldie […]

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NHL Tunes Up Next Track Of Music Strategy

Since joining the NHL in 2015, Steve Mayer has long aimed to raise the bar when it comes to the integration of music into hockey. Mayer, the league’s chief content officer, came to the league from IMG Productions where he made his career not only producing top sports events and ceremonies like the Olympic Games but also network variety specials and documentary shows like the Battle of the Network Stars. That has led to things like a concert featuring The […]

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Chargers social brand

Chargers Social Injects ‘Fun and Youthful’ Tone Into Brand

Whether it’s running back Austin Ekeler streaking into the end zone with electrifying motion graphics or a Family Guy clip, the Los Angeles Chargers social media channels have stirred up chatter this season. Really, the Chargers social transformation dates back to last season but is now really hitting its stride, said Patrick Arthur, the team’s vice president of marketing. “We’ve stuck to it the last couple of seasons, but now we’re leaning into what we’re doing,” said Arthur, who joined […]

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Vegas Golden Knights Build On Fan Engagement In Third Season

(StellarAlgo is a proud partner of Front Office Sports) The Vegas Golden Knights have been one of hockey’s most intriguing storylines over the last few years. From reaching the Stanley Cup Final in their first year to blazing a trail for the big four professional leagues in Las Vegas, fans are paying attention to what’s happening at T-Mobile Arena.  Now in their third season in the league, the team is doing more than ever to build and serve their fan […]

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NHL Skates Out New Effort To Help Players Grow Their Brands

Since joining the NHL as its chief marketing officer in September 2016, Heidi Browning has been helping to spearhead the league’s efforts to “peel the visors off” its players. That has meant the creation of more original content from the league and its teams, much of which has focused on increasing the amount of storytelling that focuses specifically on the players and their lives, as well as their personalities. Last season, the NHL launched a new digital series called Skates […]

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Examining The Future of The Sports Signage Marketplace

(GumGum Sports is a proud partner of Front Office Sports) Over the years, signage has been, and still remains, one of the most important parts of any sponsorship portfolio. The signage space is rapidly changing, however. Things like digital and programmatic display ads are opening up new avenues for brands to reach consumers in new and innovative ways.  Programmatic signage, in particular, has seen a rapid rise in recent years. According to eMarketer, programmatic accounted for 4% of US digital […]

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NFL Aiming To Top This Year’s Popular Super Bowl Spot

How do you top a Super Bowl commercial that was yards better than the game itself? That’s the advertising challenge facing Tim Ellis, the NFL’s chief marketing officer.  Ellis, who joined the league in August 2018, led the creative effort for NFL’s “100-Year Game” commercial during CBS Sports’ telecast of Super Bowl 53 on Feb. 3, 2019. The two-minute spot showed six generations of NFL legends – ranging from quarterbacks Tom Brady, Peyton Manning, Joe Montana and Terry Bradshaw to […]

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MLS Refreshes Sports Drink Category With BodyArmor

BodyArmor has signed a four-year, multi-million dollar partnership with MLS which will make it the league’s official sports drink partner in the U.S. starting in 2020. The sports drink brand replaces AdvoCare in the category for MLS, a partnership that had dated back to 2015. Per the terms of the deal, BodyArmor sports drink will be featured on the sidelines of matches, in locker rooms and at training facilities, with the company’s logo being featured on everything from coolers to […]

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