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Process

Bic Soleil’s sponsorship of the Pro Volleyball Federation’s 2025 championship tournament hinged on a play called the “bic.”
Sports Marketing

Why a razor brand sponsored a pro volleyball championship

Bic Soleil’s sponsorship of the Pro Volleyball Federation’s 2025 championship tournament hinged on a play called the “bic.”

Alyssa Meyers | May 22, 2025
A photo collage featuring New York Mets baseball player Juan Soto on a gridded background with images of Citi field and a close up of a fan holding a phone.
Sports Marketing

How the New York Mets are working to engage baseball’s younger, casual fans

Baseball fandom is as much about vibes as it is about actual knowledge of the sport. The Mets are leaning in.

Alyssa Meyers | May 19, 2025
A photo collage featuring stills from episodes of SheKnows.
Sports Marketing

QuickBooks means business in its latest women’s sports campaign

The Intuit-owned company tapped entrepreneurs from across the women’s sports ecosystem, including athletes-turned-founders, media execs, and bar owners, for “Power Moves.”

Alyssa Meyers | May 16, 2025
Collage featuring Liquid Death canned mountain water, a NASCAR collaboration ad, and a close-up of a soccer player kicking a ball. (Credit: Illustration: Anna Kim, Photos: Adobe Stock, @Liquiddeath/YouTube)
Sports Marketing

For Liquid Death, sports was just the ‘next frontier’ for its marketing

From soccer to the Super Bowl, Liquid Death has been inking sports deals left and right—all while maintaining its signature creative style.

Alyssa Meyers | May 9, 2025
Five Iron 2025 brand campaign
Sports Marketing

Five Iron takes a big swing at casual golfers for its first-ever brand campaign

The indoor golf and entertainment company set out to make golf appear more approachable at a time of year when the sport is most culturally relevant.

Alyssa Meyers | May 6, 2025
Ellie the Elephant poses for Essie nail gel campaign
Sports Marketing

How do you give an elephant a manicure? One brand partnership at a time

A collab between the New York Liberty and the L’Oréal-owned nail-polish brand Essie was a perfect match—save for the fact that “this elephant doesn’t even have nails.”

Alyssa Meyers | May 6, 2025

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