Oct. 13, 2025
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NOTE FROM THE EDITOR
Sports marketing is in full swing, as is football season, with a roster of brands engaging around the cultural staple and forging partnerships with standout players across both college and NFL teams. That momentum shows no signs of slowing into 2026, with NBCU in September reporting that it has sold out of all commercial inventory for Super Bowl LX.
The thick of football season hasn’t distracted from marketing action in the broader sports landscape, with other recent marketing moves including CeraVe’s social-first partnership with the NBA and DraftKings’ multiyear ad deal with sports broadcaster NBCU. Below, Marketing Dive has assembled a handful of sports marketing plays that speak to the current moment and yield insight into how brands are attempting to stand out from the crowd.
As always, thanks for reading.
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Jessica Hammers
Editor, Marketing Dive
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New ads star Josh Allen and Justin Jefferson as Crashers who swap rival sodas for Pepsi, a concept that will be translated to real tailgate experiences.
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The brewer teamed with Traeger Grills for a keg-meets-grill creation that features in a social spot starring NFL players Baker Mayfield and George Kittle.
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The deal grants the betting platform exclusive integrations and digital sponsorships across sports properties including the NFL and NBA.
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Embedding AI into workflows is driving marketing teams to deliver entirely new, higher-value work.
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To drive visibility, the brand invested seven figures into a media plan that spans CTV, streaming audio, podcasts and targeted digital placements.
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The L’Oréal-owned brand will promote the alliance, which includes experiential and digital activations, with a social-based teaser phase.
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While sports sponsorships remain popular among marketers, 76% say they struggle to measure return on investment.
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59% of CMOs say they have insufficient budget to execute their strategy this year. Explore proven revenue growth tactics that make the most of existing channels and optimize the entire funnel in this webinar.
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