- Jul 29 2020
The NBA teamed up Microsoft and Michelob Ultra to bring young sports fans to the courtside virtually.
The NBA teamed up Microsoft and Michelob Ultra to bring young sports fans to the courtside virtually. To give basketball fans the experience of being at a game, the NBA is collaborating with Microsoft’s video conferencing service Teams. To create the experience, the NBA will be using the platform’s “Together Mode,” allowing three hundred fans, split by team, to cheer and jeer on the league’s 17-foot sideline video board that will be installed in the arena, while audio from the feeds will be incorporated into the live game’s broadcast. Meanwhile, the league is partnering with Michelob Ultra, which will be in charge of giveaways and prizes on their own social channels, as alcohol brands continue to find different ways to reach young consumers. (Adweek, Mobile Marketer)
- Jul 17 2020
With the Olympics postponed, Airbnb is teaming up with athletes to host a virtual summer festival.
With the Olympics postponed, Airbnb is teaming up with athletes to host a virtual summer festival. In a partnership with the IOC and IPC, the travel company is launching the Summer Festival of Olympian and Paralympian Online Experiences, a five-day virtual festival from more than 20 countries. The events will feature workouts, cooking classes, beachside zumba, grand-slam inspired training, and more, led by more than 100 athletes. The festival kicks off later this month, with select events livestreamed on Airbnb, and replayed on the Airbnb and Olympics’ official YouTube channels. Since the start of the pandemic, sports brands have been finding ways to reach young sports fans through virtual events. (Adweek)
- Jul 14 2020
Nike is experimenting with AR sneaker try-ons and digitally-focused stores.
Nike is experimenting with AR sneaker try-ons and digitally-focused stores. For Nike Japan’s new campaign, they are leaning into augmented reality with a “collaborative zine” that puts a “tech spin” on coloring book pages. The book will include outlines of the new Air Max sneakers that users will be able to physically color, then “superimpose” on themselves via an app. The brand is also pushing innovative in-store tech with Nike Rise, a new experiential store concept “that reacts to data from members and to ‘real-time sports moments’ in the city.” Nike Experiences, a new app feature, will turn the city into a “digitally-enabled playground” for members and customers, and give them access to in-store events. (Adweek, Mobile Marketer, Marketing Dive)
- Jul 14 2020
Both Disney and Impossible Foods are partnering with Colin Kaepernick.
Both Disney and Impossible Foods are partnering with Colin Kaepernick. A Netflix docuseries is already in the works about Kaepernick, and now Disney is teaming up with the athlete and activist. The entertainment company and Kaepernick have agreed on a multi-platform first look deal for “scripted and unscripted stories that explore race, social injustice, and the quest for equity.” The new projects will also provide a new platform to showcase Black and Brown filmmakers. Meanwhile, plant-based meat brand Impossible Foods is teaming up with Kaepernick’s nonprofit Know Your Rights Camp to help increase food security among those in need. (PopSugar, Marketing Dive)
- Jun 09 2020
The Premier League is returning with “virtual crowd noise” from FIFA games in place of fans.
The Premier League is returning with “virtual crowd noise” from FIFA games in place of fans. With the English Premier league restarting games soon, Sky Sports is working with the EA Sports FIFA division to create “simulated chants and crowd noises” for specific teams to mimic the usual live sports background cheering. The sports network is also working on other “innovative” experiences for viewers: on the Sky Sports website and inside the app, sports fans will be able to watch “select matches with friends in a video room and interact” as well as “influence the crowd noise they hear on screen.” (The Verge)
- May 29 2020
TikTok and virtual events are helping sports teams and brands stay afloat during COVID.
TikTok and virtual events are helping sports teams and brands stay afloat during COVID. The pandemic continues to upend sporting events, and many teams have had to scramble to find ways to appease brands as sponsorship plans are derailed. Due to legal reasons and contracts, some deals are harder to get out of, so virtual events like NASCAR’s iRacing series and NBA’s town halls have served as solutions for the time being. Athletes and leagues like the NFL, NHL, MLB, and NBA have turned to TikTok for sponsored hashtags and “challenge-driven content” (attracting millions and billions of views and followers) to keep their young fans entertained. (Front Office Sports, Ad Age, The Business Journals)
- Apr 29 2020
With live sports events on hold, leagues and brands are being forced to push their marketing into the future… Brands have had to come up with a “new playbook” in the wake of COVID, scrambling…
- Apr 23 2020
What are young sports fans watching with games on pause – and what do they want to watch? What competitive content trends are being fueled by quarantine, and which have staying power? This report explores…
- Apr 20 2020
Are movies, concerts, and live sporting events a thing of the past? We asked 13-39-year-olds to tell us their thoughts on attending large events in light of COVID-19, and here’s what we found out…
- Apr 01 2020
After a suspended season, the NBA is having their players compete in a video game tournament.
After a suspended season, the NBA is having their players compete in a video game tournament. Since basketball players can’t play together, they’re moving on to the next best thing: gaming. We’ve already established that the industry is booming right now—and in a move to bring the sport safely to fans, the association is planning to broadcast a 10-day NBA 2K tournament with 16 of the league’s “sharpest” video gamers. The Brooklyn Nets’ Kevin Durant, Utah Jazz’s Donovan Mitchell, four-time All-Star DeMarcus Cousins, and two-time All-Star Andre Drummond are just some of the players who are in-talks to participate. (Yahoo! Sports, Forbes)