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Redefining leadership in athletics: The CEO model

College athletics has evolved. Learn how higher education leaders can approach the change.

OPINION

College football has a new position to fill: CFO

The national title game isn’t amateur anymore, and neither is the business behind it. Here are five reasons why CFOs will play a major part in the change.

BRIEF

Michelob Ultra looks to repeat a miracle ahead of Winter Olympics

“Run Back the Miracle” celebrates the American hockey win over the Soviet Union at the 1980 games and is part of a broader Olympics push.

DEEP DIVE

9 marketing predictions for 2026 as AI fuels polarity

The sense of a stable middle ground is eroding across an industry at a point of contraction, with many displaying mixed feelings about marketing’s future.

BRIEF

Unilever’s creator marketing strategy takes center stage at World Cup

The CPG’s largest sports partnership activation to date will see over 35 of its brands collaborate with creators and influencers around the globe.

Q AND A

Brooks chief marketer on shaping a global brand vision, with help from Cynthia Erivo

The “Wicked” and “Dracula” star anchors a new campaign tied to her training for the London Marathon, which is part of a larger global push from Brooks.

OPINION

How MLB star Fernando Tatis Jr.’s earnings deal is a dealmaking lesson

Dr. Tim Naddy of the Savannah Bananas explores what happens when elite talent intersects with immediate monetization before financial maturity catches up.

BRIEF

5 ways advertisers can optimize women’s sports investments

New research from WPP Media highlights the unique qualities of women’s sports viewers and how athlete-led creative can improve brand outcomes.

BRIEF

Ulta Beauty taps women athletes for marketing push

The retailer enlisted a group of professional female athletes to participate in omnichannel marketing, including digital trading cards.

NEWS

Ally sharpens branchless banking message

The digital bank is courting millennial and Gen Z customers with a new brand platform that arguably throws playful shade on the brick-and-mortar model.

DEEP DIVE

Nike and Adidas take their rivalry to the World Cup. Who will win?

The brands are both at a crossroads, and their campaign centerpieces play up soccer bona fides alongside the sport’s stars and other pop icons.

NEWS

Ally courts millennial, Gen Z customers with new brand platform

Developed with Anomaly LA, the “Life Today” campaign sees the digital bank throw playful shade on competitors’ brick-and-mortar model.

BRIEF

Essentia takes rule-defying campaign national for summer season

After an initial launch in New York last year, “Change the Equation” is expanding through a 90-second brand film and partnership with a soccer star.

BRIEF

EA rolls out advertising platform with enhanced offerings for brands

The video game company is enabling brands, including initial partners Coach and Visa, to create, launch and measure campaigns across its library.

Q AND A

Brooks CMO on shaping a global brand vision, with help from Cynthia Erivo

The “Wicked” and “Dracula” star is featured in video ads and social content as part of a new campaign tied to her training for the London Marathon.

BRIEF

Marriott Bonvoy’s March Madness ads show key role hotels play in pregame rituals

Along with ads spotlighting partnerships with the NCAA and U.S. Soccer Federation, the chain is launching a limited podcast tied to March Madness.

NEWS

How Powerade’s World Cup campaign attempts to break through a crowded field

Forthcoming social content features everyday athletes and up-and-coming international stars in Spain’s Lamine Yamal and Brazil’s Rodrygo Goes.

Q AND A

Carter’s chief marketer on pairing heritage with progress

The first creative under Global Chief Marketing Officer Sarah Crockett captures a universal truth of youth sports: parents around the world will eventually shout, “Wrong goal!”

NEWS

How school coaches are prioritizing mental health for student athletes

To get the best out of students, "we have to learn to love them holistically," says one Virginia wrestling coach who has taken mental health awareness training.

NEWS

What BodyArmor’s NCAA deal means for Coca-Cola’s hydration portfolio

CMO Tom Gargiulo explains how the sport drink’s refreshed “Choose Better” campaign will be activated around the March Madness tournament.

BRIEF

Honda takes modular approach to Winter Olympics campaign creative

The official automotive partner of Team USA will be able to mix and match assets like athlete footage to suit different media channels and verticals.

NEWS

Tom Brady, Gopuff launch exclusive coconut water

Good Nut comes in original, chocolate and sparkling varieties and will be available only through the delivery service, which has seen a 115% increase in sales for coconut water.

Q AND A

Edward Jones’ brand chief on marketing wealth management via sports, ads

Chief Brand, Experience and Marketing Officer Hema Widhani discusses the firm’s recent ad campaign and college football partnership.

NEWS

Lay’s World Cup marketing strategy focuses on ‘scaled intimacy’ with fans

Along with star-studded ads anchored on a real watch party, the brand is hosting a 4 million followers-strong WhatsApp group to drive connection.

BRIEF

Quest protein bar owner cuts 15% of workforce in restructuring

Simply Good Foods, which also makes Atkins weight-loss shakes, has struggled amid a surge in competition and rising GLP-1 use.

BRIEF

Publicis sharpens sports marketing focus with 160over90 acquisition

Publicis CEO Arthur Sadoun described sports as the firm’s “next big bet” as it tries to bring cohesion to an increasingly valuable but fragmented market.

NEWS

Creating a successful Steam page is like ski jumping

COLUMN

The Weekly Closeout: Valentine’s Day spending to top $29B, Merit to raise prices

Consumers are budgeting roughly $200 on gifts for the holiday, per NRF, while the beauty brand is increasing prices on select products.

OPINION

What CFOs should know about the ‘jock tax’

The jock tax is more than just viral headlines — it’s about understanding multi-state wage sourcing and building systems to effectively manage it.

NEWS

So you want to be a sports CFO?

Former professional athletes, business owners and CFOs working in sports talk through the realities of working in this highly coveted and rapidly changing industry.

NEWS

Hyundai’s CMO on how to make the most of an official World Cup sponsorship

The automaker’s U.S. marketing campaign around the tournament, “Next Starts Now,” spans TV ads, social media, experiential activations and more.

BRIEF

Dick’s launches AI adviser to go beyond shopping advice

With Coach by Dick’s, the retailer wants to extend its reach beyond the typical shopping experience by offering mobile app users bespoke guidance based on their sport, proficiency level and unique needs.

BRIEF

P&G bets on WNBA and women’s sports with new multibrand sponsorship

Olay, Secret and Downy are among the brands included in a multiyear deal that arrives as the league draws record viewership.

NEWS

How brands are taking the marketing pitch for the World Cup

Major marketers across alcohol, beverage, snacks and retail are rolling out campaigns that look to engage soccer fans during the tournament.

BRIEF

Nordstrom, Adidas team up for World Cup style

The partnership will be featured in 35 of the department store’s locations, including at The Corner at its NYC flagship.

Q AND A

Carter’s CMO on evolving marketing by pairing heritage with progress

The first creative under Global CMO Sarah Crockett captures a universal truth of youth sports: Parents around the world will eventually shout “Wrong goal!”

NEWS

How NBA players will deal directly with brands through a new union arm

Plyrs Untd looks to transform the cultural impact of the league’s players into products, partnerships and business opportunities.

BRIEF

Dick’s Sporting Goods launches AI adviser

Coach by Dick’s provides shoppers with product recommendations and training tips tailored to their sport, needs and proficiency level.

NEWS

HPE goes for gold with Winter Olympics network performance

BRIEF

J.C. Penney’s latest campaign highlights ballers on a budget

The department store’s “Inside Lane” features five college and professional women's basketball players sporting everyday looks.

BRIEF

Pizza Hut and Tom Brady pressure quarterbacks to embrace new field call

A campaign spanning social, digital and TV will reward any city with free pizza if they can get their quarterback to say “pizza” before “hut” during a game.

NEWS

Foot Locker debuts year-round basketball brand platform under new chief marketer

Brett O’Brien, previously chief sports officer at PepsiCo, was appointed by the retailer after it was acquired by Dick’s Sporting Goods in September.

OPINION

World Cup tests marketers’ ability to prove value of sponsorships

When every brand shows up in the same way, visibility becomes the baseline rather than the differentiator, writes Gartner’s Nicole Greene.

SPONSORED

North America is the sweet spot for Ferrero’s growth

Consumers are seeking new, unique flavor experiences and brands that offer innovation and excitement.

NEWS

Supreme Court weighs thorny issues in state transgender athlete bans

Liberal and conservative justices weighed what a Title IX decision would mean for other areas of education, like remedial classes for underperforming boys.

Q AND A

How Scotts Miracle-Gro evolves marketing as gardening goes year-round

The lawn care company is using influencers, AI and sports marketing to be an always-on partner for gardeners of all ages.

NEWS

How the World Cup fuels US soccer leagues and their brand partners

The CMOs at Major League Soccer and the National Women’s Soccer League explain how they’re marketing around the tournament.

Q AND A

UConn’s new CFO talks higher ed mission, March Madness bump

Anthony Rini discussed what sports means to him, his views on higher education and how he plans to approach his new role.

VIDEO

Inside Olympic Cybersecurity: Lessons From Paris 2024 to Milan Cortina 2026

NEWS

Chipotle’s new CMO on how the brand’s latest ad meets consumer trends

“Choices” contrasts daily prep at the fast-casual Mexican chain with images of nuggets in fryer baskets and frozen burger patties on a conveyor belt.

SPONSORED

3 music trends shaping today’s commercial films

Uncover three key music trends that are transforming modern brand storytelling.

BRIEF

Jeep goes extreme with enhanced X Games partnership

As viewership grows for the X Games, Jeep is expanding its relationship with the event to span on-site, broadcast, streaming and social media channels.

Q AND A

UConn’s incoming CFO talks higher ed mission, March Madness bump

Anthony Rini will take the financial reins of the University of Connecticut later this month.

NEWS

NBCU points to premium video’s broad value as social marketing rises

The broadcaster and partner Gain Theory detailed how premium video can boost the middle funnel — and what’s lost in its absence.

DEEP DIVE

How QSRs are building on value marketing with pop culture, nostalgia

Fast food marketers including McDonald’s, Burger King and Wendy’s will have to move beyond price-point value to drive sales and traffic.

BRIEF

Anheuser-Busch boosts marketing efforts through extended MLB tie-up

The deal, which continues a nearly 50-year partnership, includes MLB.TV integrations, the collective use of athletes and player endorsements and more.

NEWS

Foot Locker debuts year-round basketball brand platform under new CMO

Brett O’Brien, previously chief sports officer at PepsiCo, was appointed by the retailer after it was acquired by Dick’s Sporting Goods in September.

BRIEF

Nielsen: Sports continues to prop up ad-supported TV

Broadcast TV without sports accounted for just 9.8% of total ad-supported viewership in Q4 2025.

NEWS

Education Department launches 18 Title IX transgender athlete investigations

The new string of investigations into some colleges and schools comes on the heels of a U.S. Supreme Court hearing on the issue this week.

BRIEF

Coach unites celebrities, Gen Z storytelling under new brand platform

Developed with Gen Z input, &Coach; tries to break from fixed luxury campaign narratives to focus on co-authorship.

NEWS

Inside Mercedes-Benz’s custom Amazon Prime Video ads push around the NBA

CMO Melody Lee explains how short-form content helped the automaker integrate customer benefits without interrupting their viewing experience.

DEEP DIVE

What marketers need to know as branded films return to screens

E.l.f., Garage Beer and Texas Pete executives dig into the concerns and opportunities around a resurgent trend in long-form content.

NEWS

How 3 major food and beverage execs view the state of c-stores

Leaders from brands like PepsiCo and Athletic Brewing discussed growth opportunities and key challenges in convenience retail at the Wall Street Journal’s Global Food Forum.

DEEP DIVE

Activewear isn’t over. Everything’s just apparel now.

The lines between apparel, activewear and everything in between have only continued to blur. That isn’t a problem, except if the customer says it is.

NEWS

The World Cup scores companies new subscribers. Retaining them is another problem entirely.

Fans from around the world are signing up for streaming platforms to watch the World Cup. But turning short-term subscribers into loyal customers is no easy feat.

NEWS

What the World Cup reveals about cities’ growing heat risk

Extreme temperatures and wildfire smoke threaten athletes’ and fans’ health, highlighting the need to adapt infrastructure and public safety plans for a warming climate, scientists say.

Q AND A

Why Lowe’s wants content creators in its network to pitch product ideas

Marketing chief Jen Wilson explains how the home improvement retailer’s program is evolving from content to curation to creation with partners like MrBeast.

TIP

How to manage dependency risk in third-party ad tech

NEWS

Stanley 1913’s approach to product development through diversity

Executive Graham Nearn spoke to Retail Dive about how Stanley is expanding its offerings as it grows into a global brand.

NEWS

Snapchat announces activations for FIFA World Cup 2026

The app will offer new in-app fan gear, themed Lenses, exclusive player insights and creator coverage of the games.

NEWS

CFOs remain skeptical of flashy SaaS marketing

Super Bowl ads, billboards and conference spectacles may grab attention, but finance leaders say peer networks and ROI still drive their software-buying decisions.

NEWS

Why Hershey’s first major campaign in 8 years comes ahead of the Olympics

The brand partnered with The Martin Agency for a new platform that utilizes MiltonOne, a bespoke Publicis Groupe solution.

NEWS

How MLB is leveraging automation and data to enhance fan messaging

The sports league has expanded its partnership with Adobe so individual clubs can create marketing that better matches how individual fans enjoy sports.

BRIEF

Coors Banquet returns to live sports marketing following growth spurt

The brand’s media budget is getting a double digit increase, with TV ads scheduled to air during the 2026 MLB and college football seasons.

BRIEF

Under Armour elevates Americas president to chief merchant

Kara Trent will take on the position next month, as Chief Product Officer Yassine Saidi transitions to a senior adviser role.

BRIEF

Cal State sues Trump administration over Title IX funding threats

The administration is threatening San José State University's funding over a transgender student-athlete's previous participation in women's sports.

NEWS

Unpacking the marketing industry trends forecast for 2026

Marketers must remain resilient as they navigate ongoing challenges, including an uncertain economic backdrop and the advancement of AI.

NEWS

Vita Coco flexes back into sports and fitness

The coconut water brand, with more than $500 million in annual sales, is going back to its roots to help boost revenue and attract younger consumers.

DEEP DIVE

Trump’s OCR resolved no K-12 sexual harassment, assault complaints in 2025, data shows

The Education Department contends "it has restored commonsense safeguards against sexual violence by returning sex-based separation in intimate facilities."

OPINION

Marketing’s next target audience? Co-workers

When marketing’s mission and value aren’t clear, it can be undervalued by colleagues, writes The Conference Board’s Denise Dahlhoff.

NEWS

How better training keeps contact center agents from quitting

Ongoing coaching, a team they trust and the confidence to handle hard calls can do more to retain agents than onboarding alone, experts say.

BRIEF

Fanatics Sportsbook bets on Kendall Jenner for Super Bowl debut

The sportsbook is also inviting consumers to bet with or against the celebrity on its app around which team will come out on top at the big game.

BRIEF

Heinz kicks off NFL deal by inducting 57th draft pick into new club

The league’s first global condiment partner will plaster its hometown of Pittsburgh — the location of the 2026 draft — with OOH ads.

NEWS

Interview: Why identity is the nucleus for cyber security

NEWS

How Recess is rethinking Dry January as drinking trends toward moderation

The functional beverage brand is championing balance instead of abstinence, bucking a trend among nonalcoholic brands.

NEWS

Streaming widens sports marketing field: Here’s what the numbers say

Airing games across both linear and streaming platforms can help boost performance, according to Nielsen data.

NEWS

Supreme Court weighs state restrictions on transgender student athletes

Justices heard back-to-back oral arguments Tuesday over two cases that could determine whether such bans are constitutional.

BRIEF

Ferrero plans largest marketing commitment to date for World Cup push

The confectionery giant’s “Go All In” promotion includes a QR code-based giveaway, influencer tie-ups and a partnership with Tom Brady.

NEWS

Inside Opal’s attempt to reduce AI’s ‘alignment tax’ for marketers

The planning platform's new AI copilot, Gem, is designed to align campaign data with overall strategy and help teams understand results faster.

BRIEF

Horizon Media pilots AI solution to detect cultural shifts mid-campaign

The tool developed by Sightly and Vurvey Labs helps brands quickly respond to news developments that could affect perceptions of campaign messaging.

NEWS

Supreme Court to hear arguments in transgender student athlete cases

Justices on Tuesday will weigh whether Title IX protects transgender athletes or bans them from participating on teams aligning with their gender identity.

BRIEF

Nike’s innovation chief departs as leadership turnover continues

Turnarounds rely on innovation cycles, and the abrupt departure of Tony Bignell could be another sign that the retail giant isn’t out of the woods, one analyst said.

NEWS

How Kraft Heinz’s NFL deal could help the marketer get back on track

The five-year partnership comes as the CPG giant recently paused plans to split its condiment and grocery businesses.

BRIEF

On appoints new CFO

Frank Sluis will take over finance leadership from CEO Martin Hoffmann, who had been juggling both positions since last July.

BRIEF

Puma debuts AI concierge at Las Vegas store

A multilingual assistant in a large digital display will automatically detect the language a shopper speaks and answer their questions about products.

BRIEF

Dick’s plots 100 Lids shop-in-shops by the end of the summer

A partnership featuring licensed and lifestyle headwear is already available at 46 locations and will expand nationwide in the months to come.

NEWS

Why Recess is rethinking Dry January as drinking trends toward moderation

The functional beverage brand is championing balance — not abstinence — in a campaign that spans print, out-of-home, influencers and other channels.

NEWS

Meta Previews Super Bowl Ad for Oakley AI Glasses

Meta is making an influencer-led push to boost interest in its latest AI glasses.

NEWS

How Mondelēz is engaging with ‘mini Super Bowl moments’ during World Cup

The marketer’s Chips Ahoy brand is working to reach Gen Z through partnerships with soccer stars, limited-time offers and a sweepstakes.

NEWS

The Weekly Closeout: Layoffs jump in January and Walmart hits $1 trillion market cap

Last month was the biggest dip in hiring since the Great Recession. Meanwhile, the big-box retailer reached a milestone.

COLUMN

The Weekly Closeout: Amazon notches a win against Perplexity, Reebok reenters soccer

The e-commerce giant got a temporary order blocking access for Perplexity’s AI shopping agents, while the athletics brand signed two professional soccer players.

NEWS

Why Academy Sports & Outdoors is going against the grain with store openings

Executives touted the retailer’s “outside-in” strategy for new locations, which prioritizes markets that are further away from big cities — and big competitors.

NEWS

Puma names new senior global brand marketer following reorganization

The appointment of Nadia Kokni follows the struggling sportswear icon uniting several key marketing and product functions under a chief brand officer.

NEWS

Retailers turn to AI for productivity, personalized shopping

Best Buy, Gap and Dick’s Sporting Goods detailed how AI investments were reshaping their businesses during their Q1 earnings calls.

NEWS

Huawei launches world's lightest running watch with push for inclusive fitness

NEWS

How the IOC’s data platform engages Olympics fans from flame to flame

The International Olympic Committee uses its customer data platform to engage fans with personalized, relevant content from one Olympics to the next.

NEWS

Why Tropicana is rejuvenating its creative but keeping the same strategy

CMO Chris Tussing explains how its new campaign is a creative evolution and demonstrates what the brand has learned about effective media planning.

TIP

Top AI recruiting tools and software of 2026

NEWS

Chili’s CMO promoted to translate winning playbook to Brinker’s other brand

George Felix will lead marketing for both Chili’s and Maggiano’s Little Italy, which has lagged behind its sister brand’s eye-popping run of sales growth.

NEWS

What Is Human-First Marketing? [Infographic]

Some key advice to keep in mind in your planning.

NEWS

How Home Depot is crafting content on the road to the World Cup

The retailer and soccer-focused media network Men in Blazers are teaming up on a traveling studio that will tap into the game’s culture across the U.S.

NEWS

TikTok Adds Channel Sales Experts To Marketing Partners Program

Some new options for TikTok campaign assistance.

NEWS

4 diabetes tech execs on the future of multi-analyte glucose sensors

Executives with Abbott, PercuSense and Biolinq spoke with MedTech Dive about what’s next with multi-analyte sensor technology.

NEWS

Google upgrades AI search ads: What marketers need to know

A range of new tools announced at Marketing Live follow the platform enacting a significant overhaul of the search experience to prioritize AI chats.

NEWS

LinkedIn offers guidance on B2B product launches

Robert Yanik, the platform’s product marketing and GTM leader, suggested a three-step plan for building buyer confidence and brand presence over time.

BRIEF

Buchanan’s celebrates Latino community, culture ahead of World Cup

The campaign includes a collaboration with musician Rauw Alejandro, on-site activations and a limited-edition bottle collection.

NEWS

UCLA CFO blows whistle on university finances

Stephen Agostini halted reports, paused a costly ERP project and warned rising compensation and academic and athletics spending are driving a projected $425 million deficit.

COLUMN

Go Figure: 3 big marketing numbers from April

From Modelo’s seven-figure pro soccer investment to Amazon’s projected ad revenue, here are some important numbers marketers may have missed.

Q AND A

Dave’s Hot Chicken CMO on building on organic growth as brand levels up

Brandon Rhoten spent years leading creative and social strategy at Wendy’s at a time when the chain rewrote the rules for fast-food advertising.

OPINION

$8M for 30 seconds: A CFO’s guide to Super Bowl ad spend

Advertising around the Super Bowl can be worth it if you run it like a CFO. Not if you let the marketing team treat it like a trophy.

BRIEF

Lululemon slashes guidance due to ‘negative commentary,’ underwhelming launches

Encouraging signs in Q1 were overshadowed by worsening trends that point to a protracted turnaround ahead.

NEWS

US Bank inks NFL sponsorship in latest step of brand’s cultural evolution

U.S. Bank has revealed the first ads made as part of its partnership with the NFL. The spots will run across TV, online video and CTV.

COLUMN

Go Figure: 3 big marketing numbers from May

Kraft Heinz’s marketing payoff, Netflix’s expanded advertising slate and the state of AI readiness are a few important numbers marketers may have missed.