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 close’
“Clients are keeping the coin purse very close because of just the nature of the world,” said Luis Velasco, media planner at Media by Mother, referring to ongoing geopolitical conflict and economic headwinds. There’s interest in live sports, he said, but some clients need to be convinced of the return on investment before committing ad dollars.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.