Hibbett’s Post

Bud Light's new sponsorship with UFC: a turnaround or a risk? Earlier this year, the brand's handling of the Dylan Mulvaney sponsorship raised questions about its crisis management capabilities. Can Bud Light move past its crisis with this new alliance with UFC, or does it continue to alienate its base? I discuss this topic in my keynote. Next up: PRSA Northeast (PRxNE). I'd love to hear what you think. #crisiscommunication https://lnkd.in/gtc_zsaX

Nothing evokes more passion than sport. We now live in an age where more sport is readily available to both participate in and watch than ever before, and "the battle for eyeballs is very real". This was a fascinating discussion about Partnership Marketing. Stephen Knight at #Pimento hosted Sally Hancock, Alex Payne and Simon Leslie who presented opinions and insights from the different perspectives of rightsholder, agency and brand. While traditional "slap a logo on it" sponsorships do still drive consumer awareness, cooperative partnerships with brand and rightsholder aligned from top to bottom in values and goals are much more likely to elevate and provide mutual benefits for both parties. Looking forward to the next instalment… #partnershipmarketing #sportsmarketing #sportsbusiness #sponsorship

Capital One, Buffalo Wild Wings, and Coca-Cola are dominating the NCAA sponsorship game according to MarketCast's latest study of men's college hoop's fans. This annual survey, in partnership with Sports Business Journal, asked NCAA men's basketball fans to correctly identify official league sponsors. Capital One stole the spotlight this year, boasting the highest-ever recognition at 60%, a record for these NCAA studies by MarketCast/SBJ. Not to be outdone, The Home Depot Depot surged from 27% to an impressive 44% recognition from 2021 to 2023. And GEICO netted 23% awareness after returning to the NCAA roster in March Dive into the full list of sponsorship winners (paywall alert) here: https://hubs.li/Q02vVm840

🏀 Exciting News for Sports Marketing Fans! 🏀. Check out these findings on the NCAA men's basketball top sponsors that not only showcases the power of strategic partnerships in sports marketing but also offers invaluable insights for advertisers aiming to maximize their brand visibility and resonance among passionate b-ball fans. For more insights and trends shaping the advertising landscape, stay tuned! #Fandom #SportsMarketing #NCAA #MarketResearch #BrandRecognition

BALLBOARDS: Super cool #sponsorship activation from Latin America’s largest #ecommerce retailer — Mercado Livre Brasil — during the last Cariocão (Brazil league finals). For decades, pitchside billboards have been a part of the football environment, but never before had one of them actively participated in a match. To demonstrate Mercado Livre’s quick delivery, they created billboards equipped with a cannon that automatically — and within seconds — delivered a ball to players for corner kicks. FANTASTIC integration into the playing environment that adds value to the game viewing and player experience without causing a big distraction. 👏🏻 👏🏻 👏🏻 #sportsbiz #sponsorshipactivation #marketing #branding #advertising #creativity #soccer #football #futbol #ooh

🔄 𝐁𝐫𝐚𝐧𝐝 𝐔-𝐓𝐮𝐫𝐧: 𝐁𝐚𝐥𝐚𝐧𝐜𝐢𝐧𝐠 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜𝐢𝐭𝐲, 𝐌𝐚𝐫𝐤𝐞𝐭 𝐑𝐞𝐥𝐞𝐯𝐚𝐧𝐜𝐲 𝐚𝐧𝐝 𝐅𝐢𝐧𝐚𝐧𝐜𝐢𝐚𝐥 𝐕𝐢𝐚𝐛𝐢𝐥𝐢𝐭𝐲 ❗ In recent developments, we've seen Victoria's Secret shift from its inclusive 'sexy for all' strategy, aimed at regaining cultural relevance and appealing to a younger audience, back to its 'sex appeal' roots due to declining sales. And yesterday, Bud Light Bud announced its return as the UFC's official beer next year as they seek to reinvigorate their brand after a decline in sales following its recent controversial campaign and subsequent consumer boycott. ❓ What are your thoughts on striking the right balance between brand authenticity, market relevancy, and financial urgency in today's market? ❓Will these U-turn strategies prove successful? 🤔 #brandbuilding #marketing #CMO #leadership

Another great example of how to leverage college athlete partnerships. Marquee sports moments like CWS give athletes an elevated platform. And with speed and efficiency, brands can maximize their #NIL partnerships. Great job by the Postgame, LLC and HEYDUDE team's to pull this together. Article in the comments #NIL #sportsmarketing #influencermarketing #collegesports

Outside of the sport itself, NASCAR tends to get a bad rap for sponsor clutter. In the latest episode of False Market Value, David Almy from ADC Partners explains the reason behind the overabundance of brands in NASCAR (and renames one of our categories). In short, teams couldn’t compete without the support of corporate sponsors—sponsorship accounts for anywhere between 65 and 80 percent of their annual revenue—so their fans love them. And that love is reciprocated. NASCAR fans are the most brand loyal in professional sports. As promised, here is an article from 2023 that provides more detail about NASCAR’s current sponsorship landscape and how it has changed since 'Talladega Nights' was released at the height of the sport's popularity: https://lnkd.in/gyTVdDnD You can listen to our full conversation with Dave here https://lnkd.in/d457bSSx and stay tuned for more Race Week content, coming tomorrow. #rethinksponsorship #falsemarketvalue