Digiday·2026-04-03
High stakes, big budgets: How brands are navigating a massive sports year
Between the Super Bowl, 2026 Winter Olympics and FIFA World Cup, there is no shortage of sports marketing opportunities this year. But global ad spend has increased, and brands like Grey Goose, John Deere and Lavazza coffee brand are investing in pre-existing, long-standing partnerships instead of chasing this year’s live sports calendar. Blame it on the price tag. Keeping the coin purse very clos
超级碗、2026年冬奥会和国际足联世界杯等赛事云集，今年的体育营销机遇不胜枚举。然而，全球广告支出持续增长，灰雁伏特加、约翰迪尔和拉瓦萨咖啡等品牌正选择投资于现有的长期合作关系，而非盲目追逐今年的实时赛事热点。这背后的原因在于高昂的成本，品牌正捂紧钱袋子，谨慎支出。