All Marketing knowledge

Sky Media signs its largest-ever Premier League commercial package, with Guinness, Coca-Cola, Uber Eats and the British Army joining a record six sponsors as the season kicks off.

ESPN's televised fantasy draft made live picks at 35,000 feet aboard a Starlink-equipped United jet — a Disney Advertising stunt United is turning into an ad for its in-flight Wi-Fi.

Coca-Cola is expanding its 'Fan Work Is Thirsty Work' platform for the 2026 season with a 74-campus tour, custom packaging for 25 teams and a Yahoo fantasy tie-up — riding a 17-year high in volume growth.

State Farm's 2026 football campaign 'Every Fan's Game Is Personal' bets on personalization and 19,000 local agents as the human edge price-led rivals can't automate.

La Poste's multi-federation campaign has referees wear the number 84 to protest incivility — a new digital film wave now running across four French sports.

The 2026 Esports World Cup, relocated from Riyadh to Paris, closed as the biggest edition ever — 850 million viewers and 22,600+ ad installations across the city.

Japanese mayonnaise brand Kewpie is opening a free London pop-up for its 100th anniversary, serving tamago-sando tastings as it builds UK awareness through culture and food.

Pork-scratchings brand Mr Porky has signed a season-long sponsorship of ITV's 2026/27 football coverage, spoofing punditry through one fan's match-day snacking.

France Télévisions says its multi-sport European Championships drew more than 35m cumulative viewers across 180+ hours — a strong hand going into the autumn ad-sales season.

TIRTIR and JvM HANGANG brought the CONCERT-PROOF BAR to BTS THE CITY ARIRANG – NEW YORK, turning concert-day beauty needs into an experiential K-beauty activation connecting fandom, Korean culture, product trial and commerce.

After acquiring Sky Deutschland, RTL is restructuring its football portfolio across pay and free-to-air — reshaping Germany’s sports-media landscape and its ad and subscription inventory.

Dr. Oetker is sending a branded foodtruck to festivals and city events to serve fresh Suprema pizza — building taste-memory that later converts in the freezer aisle.

Nestlé Waters brand Vittel moved from roadside visibility to participation at the Tour de France with ‘Virage Vittel’ and a Strava challenge that drew 204,000+ riders in 2025.

LFP Media has relaunched Ligue1+ as ‘the French football platform’ with more matches, a free Sunday magazine and YouTube clip rights — rebuilding a paying audience after the DAZN collapse.

McLaren Racing has handed its motorsport heritage to Central Saint Martins fashion students for ‘Designed to Race’ — an F1-meets-fashion play using emerging London talent.

Formula 1's 'Five Lights', narrated by Colin Farrell via agency Wing, is a cinematic mid-season push anchored in Times Square — F1's continued courtship of US fans.

France Televisions posted record Tour de France Femmes audiences — a 32.9% share and 23.2m viewers — strengthening the commercial case for women's sport.

The DFB-Pokal's first rebrand in a decade, by Strichpunkt and MANERA, goes digital-first with a violet accent and distinct trophy logos for men's, women's and junior play.

Oura signed Coco Gauff and Taylor Fritz ahead of the 2026 US Open — wearables muscling into premium sports sponsorship by selling recovery as a lifestyle.

Westfield Rise and Disney UK expand a Toy Story 5 experience across London and Stratford City — retail media in play costume.