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
今年，超级碗、2026年冬奥会和国际足联世界杯等重大赛事接踵而至，体育营销机遇可谓层出不穷。然而，全球广告支出持续攀升，灰雁（Grey Goose）、约翰迪尔（John Deere）和拉瓦萨（Lavazza）咖啡等品牌正选择投资于既有的长期合作关系，而非盲目追逐今年的现场体育赛事日程。究其原因，高昂的成本是主要考量。品牌正谨慎地控制预算。