All Marketing knowledge

AKQA's social-first Google Pixel 11 Pro campaign casts footballer Jamal Musiala in a serene 'Garden Theory' world — high-fashion calm over spec-sheet bragging, with a Highsnobiety tie-up.

Kalshi, Polymarket and rivals have unleashed a celebrity-packed advertising blitz for the NFL season — active ads more than doubled in five weeks as prediction markets spend to look mainstream.

Fox Sports is bringing back its original animated characters, including Cleatus the robot, for the first time in its NFL promos, anchoring a star-studded campaign with Tom Brady and Michael Strahan.

Plenitude picked Hopscotch to activate its arena naming over three years - a reminder that stadium naming rights are only the entry ticket, not the campaign.

Cheez-It's 'Couch Committee' imitates the sports-debate shows its fans already binge. A tidy lesson in building renewable content platforms, not one-off spots.

Caesars Sportsbook gives Clay Matthews an over-the-top 'looksmaxxing' makeover — real prosthetics, no AI — to dramatise its app upgrades for NFL season, via agency Fellow Kids.

Athletic Brewing has hired Deutsch Family and Diageo veteran Dan Kleinman as CMO, as the non-alcoholic beer leader ramps national media 120% and lands a MetLife Stadium deal.

Hyundai's in-house agency Innocean Europe will lead the European activation of the carmaker's UEFA Champions League sponsorship, covering strategy, creative, social and match-day activity.

The City of Paris has awarded the Marathon de Paris concession to the Cadence Running United consortium, which groups Havas Events with sports agencies Keneo and OSE, ending ASO's long tenure.

For Pediatric Cancer Awareness Month, Hyundai's Hope on Wheels program launched 'Little Warrior', a campaign centred entirely on young cancer survivors with no vehicles in the creative.

Modelo has raised its college football media investment 18% for a 'Tradition' campaign — but the school-specific packaging, not the ad spend, is the real move.

A blue-chip French sports-celebrity endorsement in the fast-consolidating budget-gym sector — timely amid renewed post-Olympics fitness demand.

A clean case study in fusing wearable/fitness data with digital out-of-home — turning static screens into live competition dashboards.

A snack brand buys into the college-football conversation with social-first, meme-ready creative — leaning on debate and fandom rather than product claims.

A top auto spender leans into the NFL's grassroots flag-football growth story rather than just game-day spots — a sponsorship-plus-purpose play.

Manchester City Women is developing a distinct brand identity rather than mirroring the men's badge — a 'statement of ambition' that signals how the commercialising women's game will monetise as a property in its own right.

DTC darling Graza is using a NASCAR sponsorship, a WNBA tie-up and a spot that fries an egg on a race car to push its olive oil — and new mayonnaise — from online cult brand to the mainstream aisle.

ING Deutschland signed a 10-year extension as main sponsor of the German Basketball Federation, running through at least 2036 and covering all national teams.

Around the 2026 US Open, non-sponsor brands like Evian, Sephora, eos and Lavazza blanketed New York with off-site activations — extending a tentpole moment into the city itself.

Non-alcoholic beer leader Athletic Brewing named Dan Kleinman CMO and said it will spend 120% more on national media, as the NA category goes mainstream.