Alyssa Meyers
Verified
currently: covering sports for @morningbrew's @marketingbrew ◦︎ formerly: brands reporter @morningconsult ◦︎ shockingly: not a morning person ◦︎ she/her
Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Articles by Alyssa Meyers
How Sharpie found a way to position pens as an NFL staple Original
One of the highlights of an NFL player’s rookie season is the day they sign their contract. If a player is lucky, many more signatures will follow over the course of their career. Sharpie wants to put their pens in those athletes’ hands. The Newell-owned brand’s Rookie of the Year program, now in its third year, is meant to achieve something many sports marketers strive for: the tying of a brand to a sport in a way that is unlikely to make consumers question the connection.
What MLS’s CMO learned from the World Cup summer Original
It’s been quite the summer for Major League Soccer—and for CMO Radhika Duggal. Duggal was less than two years into the role, her first in the sports industry entirely, when the FIFA World Cup, featuring several top MLS players, kicked off. Prior to joining MLS, Duggal worked at Deloitte consulting for Fortune 500 companies, and she held marketing leadership roles at major pharmaceutical and financial brands, including Pfizer and Chase.
Warner Bros. Discovery is embracing youth to hype the Basketball World Cup Original
Soccer wasn’t the only sport with a World Cup this summer. The US Women’s National Basketball Team is currently overseas in Berlin, competing for its fifth consecutive gold medal at the FIBA Women’s Basketball World Cup. And with the WNBA season on break to accommodate, basketball fans stateside can watch the tournament on Warner Bros. Discovery (WBD) platforms, including TNT, TBS, and HBO Max.
Even luxury brands are adapting to the US Open ticket price surge Original
It’s no secret that tennis is a preferred marketing playground for brands in categories like luxury and finance. The sport and its four annual Grand Slam tournaments have always had a premium feel, but sports sponsorships are attractive to marketers in part because of the reach they offer, including consumers beyond the upper crust.
House of the dragon: How the Portland Fire found its mascot Original
Late last month, the Portland Fire, the city’s newly revived WNBA team, made like Daenerys Targaryen and hatched a dragon. The team’s first-ever mascot, a dragon named Rose that breathes glitter, made her debut only a few weeks ago, but her lore dates back 24 years to 2002, when the original Portland Fire team played its last game before folding. According to the team, Rose lay dormant under the city ever since.
Mondelēz is scaling up its sports marketing by going more regional Original
Athletes move quickly, but Mondelēz International moves quicker—at least when it comes to sports marketing. About a month after the conclusion of the World Cup, the food and beverage giant, which owns brands including Oreo, Ritz, and Clif Bar, announced a pair of new sports deals: one with the Kansas City Chiefs, the company’s first pro football team sponsorship, and another spanning five NCAA programs.
No LA Galaxy players competed in the World Cup. The team capitalized anyway Original
You’d be hard-pressed to find a soccer club in America that hasn’t looked to leverage the World Cup for their own audience gains. From rec teams, to pro organizations that global superstars Leo Messi and Son Heung-min call home, to the governing body, it’s been front and center—even at the clubs that didn’t send any players to the tournament. For the LA Galaxy, one of the original Major League Soccer (MLS) teams, that was the case.
Inside the Chicago Bulls’ Easter–egg–filled schedule release video Original
Some East Coast basketball fans are still reliving the recent NBA Finals. For everyone else, there’s a new season to look forward to—and the schedule for the upcoming season is officially out. Schedule release day has become something of a holiday for NBA fans, as well as fans of other leagues, like the NFL and WNBA.
Have we reached peak Honey Deuce? Original
If a fan goes to the US Open but doesn’t drink a Honey Deuce, does it count? The unofficial bevvy of the summer and the signature drink of the annual tennis tournament, which consists of Grey Goose vodka, fresh lemonade, raspberry liquor, and a garnish of three scoops of honeydew melon, has regularly broken its own sales records in recent years, according to Aleco Azqueta, global VP of Marketing at Grey Goose parent company Bacardi.
Why major brands are tapping into pro pickleball team sponsorships Original
It might feel like you’ve been hearing your neighbor talk about their pickleball habit since, well, forever. But it’s only been about five years since the first Major League Pickleball (MLP) matches. Your neighbor likely isn’t a pro, but it’s still a fast-changing space, and racket sports are rapidly becoming more and more popular in the US—so it follows that the state of pro pickleball sponsorships is also in constant flux.
State Farm gets personal with new NFL campaign Original
The return of football season is right around the corner, which means tailgates, buffalo-chicken dip, the revival of your fantasy group chat…and a whole new slate of ads. For State Farm, NFL advertising is pretty much down to a science. Though the brand isn’t an official league sponsor, it has made multiple appearances in the Super Bowl (including an Ad Meter win) and has for years been an NFL ad regular, running memorable campaigns earlier in the seasons, too.
Inside Strava’s push into strength training Original
Strava is about so much more than just showing off how fast you are—it’s for flaunting your strength to your friends, too. The app has been beloved by runners for years, and as that community has grown, so has Strava’s business. Major brands now turn to the platform to build out their sports and other marketing initiatives, and last year, the company grew internally with the acquisition of the personalized training app Runna.
Soccer is growing in the US. The Premier League wants a piece of the fandom Original
What’s a predawn wakeup time on a Saturday to a soccer fan who wants to watch some of the best players in the world? For the almost half a million Premier League fans living in the US, it’s not just no big deal—it’s a ritual.
How the World Cup boosted The Athletic’s audience and sponsor roster
This summer's FIFA World Cup marked the setting of a lot of records, from US viewership to Kylian Mbappé's 22 World Cup goals to the sheer amount of beer consumed in Boston. It was also a time of record audience and sponsor growth for The Athletic, the New York Times-owned sports newsroom that offers extensive soccer coverage across leagues including the Premier League, the Champions League, MLS, and the NWSL.
How the World Cup boosted The Athletic’s audience and sponsor roster
This summer’s FIFA World Cup marked the setting of a lot of records, from US viewership to Kylian Mbappé’s 22 World Cup goals to the sheer amount of beer consumed in Boston. It was also a time of record audience and sponsor growth for The Athletic, the New York Times-owned sports newsroom that offers extensive soccer coverage across leagues including the Premier League, the Champions League, MLS, and the NWSL.
How US Soccer plans to keep fans locked in through the Women’s World Cup Original
With the first World Cup on US soil in more than three decades, the US Soccer Federation has had a banner summer. And though international fan-favorite players like Norway’s Erling Haaland, England’s Jude Bellingham, and France’s Kylian Mbappé have returned to their home clubs, there are lessons and learnings from the recently wrapped tournament that US Soccer plans to leverage to further promote soccer stateside.
Lavazza plans to provide more than just a caffeine boost to US Open fans Original
Attending the US Open for a full day in the summer heat isn’t quite like taking in a basketball game from an air-conditioned arena. With tickets that can include multiple sessions and marathon matches, the event can be as grueling as it is entertaining—and not just for the athletes. Fans might even need a hit of caffeine to keep them going—and at the US Open, that’s Lavazza, the official coffee partner of the tournament for 12 years.
How Athletic Brewing is expanding its NFL presence at MetLife Original
Sunday, Monday, and Thursday night NFL games present a difficult choice for many football fans. On one hand, a good tailgate or game-day experience might feel incomplete without a beer or two. On the other hand, typical workdays loom following those nights, making the consequences of overindulgence all the more painful There’s no shortage of other reasons why fans might prefer a zero-proof option on game days.
How padel is starting to make a racket in US sponsorships Original
There’s a new racket sport in town, and we’re not talking about pickleball. It’s been more than five years since pickleball took off during the pandemic and subsequently cemented itself in mainstream culture with big-name sponsors and movies like Apple TV’s The Dink and Lifetime’s A Pickleball Christmas. Now, padel may be poised to follow a similar trajectory in the US.
Super Bowl ad inventory is already sold out Original
The NFL season has yet to begin, but Disney is already sold out of Super Bowl ad inventory, the company announced Wednesday. Disney—which plans to air the 2027 Super Bowl on ABC and, for the first time, ESPN—shared the sellout news about a month earlier than NBCUniversal did last year, when the company announced in early September that it was out of 2026 Super Bowl inventory.
Inside the rise of franchise-based MLB theme games Original
When the Boston Red Sox first opened up preregistration for the team’s Aug. 31 Heated Rivalry theme game, based on the hit romance novel-turned HBO Max show, more than 16,000 people got on the list. Even so, Travis Pollio, senior director of ticket strategy and promotions, wasn’t sure if initial interest would actually translate into ticket sales. But when tickets went live to the general public on April 30, “we were selling literally hundreds to thousands in minutes,” he told Marketing Brew.
Inside AT&T’s WNBA All-Star Weekend playbook Original
As a WNBA sponsor since 2019 and an NBA partner for decades, AT&T knows a thing or two about All-Star Weekends. For one, not all of them are the same, especially in the WNBA, where the star power has been getting bigger.
Inside US soccer leagues’ plans to make World Cup fans stick around Original
Experiencing a World Cup hangover? There may be a cure. Both the National Women’s Soccer League (NWSL) Major League Soccer (MLS) resumed their seasons before the international tournament came to a close, meaning that new and veteran soccer fans technically won’t have to go a week without a game for another few months.
A chief creative officer’s quest to document NYC soccer culture Original
Soccer is best played in the grass. Or is it the mud? The concrete? Wherever it’s played, the sport is inherently grassroots. And while soccer is on display at the highest, most professional level this summer during the World Cup, the majority of play around the world is much more casual. Think Adidas’s World Cup campaign film, where Timothée Chalamet tells the fictional tale of a 3v3 street soccer team that’s been undefeated since 1996—even against legends like David Beckham.
How longtime FIFA partner Adidas is leaving its mark on the World Cup Original
Plenty of brands plan well in advance for major international sporting events like the World Cup—but Adidas may have them all beat in terms of timeline. The German sports apparel and footwear powerhouse has been preparing for this summer’s tournament for almost a decade, around the time the US, Canada, and Mexico were awarded their joint bid to host in 2018, according to Chris Murphy, SVP of brand marketing for Adidas North America.
Why TJ Maxx is sponsoring the ESPYs Original
The exclusive retail sponsor of the ESPY Awards isn’t a traditional, endemic sports brand. Instead, it’s TJ Maxx. While the retailer isn’t necessarily known for sporting goods, it was a relatively early mover when fashion and beauty brands began tying up with women’s sports.
Behind the scenes of The Gist’s first brand campaign
Social growth, newsletter subscriptions, and engagements are among the KPIs for the campaign, and Bolden said she's particularly invested in tracking shares and reposts of the videos. "That, to me, is a representation of how people felt seen and understood," she said. Ideally, the campaign will also strengthen The Gist's brand positioning among audiences, as well as for clients like advertisers and league partners, Ellen Hyslop, co-founder and head of content and audience, added.
How Lay’s met the moment of bandwagon fandom this World Cup Original
Call someone a “bandwagon fan” in the US, and you can usually expect to be met with some hostility. But during the men’s World Cup, some people seem willing to own up to their bandwagon fandom—especially now that Team USA has been knocked out.
The World Cup’s hydration breaks are lucrative. Are they worth frustrating fans? Original
This summer, the beautiful game has gotten a little bit ugly. During every World Cup match, FIFA has mandated “hydration breaks,” aka three-minute pauses midway between each 45-minute half, a first that essentially breaks the game up into four quarters. In addition to dividing the halves, they’ve also divided stakeholders, including fans, players, and networks. For soccer purists, the breaks change the nature and the flow of the game they hold dear.
How brands are embedding themselves in World Cup hype on Reddit Original
Not every brand can be an official FIFA sponsor this World Cup season, and not every fan has the opportunity to attend a match in person. But everyone can express their soccer fandom, opinions, and emotions—the good and the bad—on social. On Reddit, conversations about the World Cup have cropped up across subreddits, and not just sports-related ones; subreddits for host cities like r/KansasCity, r/Boston, and r/Dallas for example, have been flooded with love for the visiting players and fans.
Why Miller Lite sent a barge loaded with beer to Miami Original
When the Scotland men’s national soccer team started its first World Cup campaign in almost three decades just outside of Boston, the biggest story wasn’t taking place on the pitch. Instead, it was taking place at pubs around the city, where the Tartan Army—aka fans of the Scottish team—were drinking the kegs dry. So when the team headed to Miami for its third game of the group stage on June 24, Miller Lite was ready.
Inside Fox Sports’s World Cup marketing blitz Original
The World Cup is well underway, but Fox Sports, which holds the English-language broadcast rights to the tournament in the US, isn’t done promoting it. Does the biggest sporting event in the world even require a marketing campaign? Yes it does, according to Keri Gajewski, VP of brand marketing for Fox Sports. “We’re not just targeting the soccer fans or the die-hards,” Gajewski told Marketing Brew. “We want all the sports fans to know, and now we want the entire country to know.
How air-care company Blueair upped Instagram views by more than 1,000% Original
There was something in the air at Madison Square Garden during the NBA Finals this year…Or should we say, a lack of something. Blueair, an air-care company that sells products like air purifiers and humidifiers, announced a partnership with the New York Knicks in mid-March, about a month before the end of the NBA regular season.
The unexpected brands running creators want to work with Original
There’s nothing better than an ice cream cone or an ice-cold beer after a long run. But at the finish line, many runners are rewarded with snacks of the healthier variety: granola bars, fruit, and water bottles. Given the physical demands of distance running, healthy snacks may make sense—but sometimes, runners just want a little treat. And they want the brands to know it.
Why the National Basketball Players Association is debuting a B2C brand Original
NBA players have long held massive cultural sway in the US. In the case of the 2025-26 New York Knicks, they’ll probably never pay for a drink in the city again. As a result, brands flock to the league to develop marketing campaigns featuring athletes—but oftentimes, players find themselves in the passenger seat of those agreements. The National Basketball Players Association (NBPA) wants to change that.
Inside Unilever’s World Cup sponsorship strategy Original
There’s no product in higher demand than an ice-cold beverage at a World Cup stadium in the middle of June—expect, perhaps, a stick of deodorant. Enter CPG giant Unilever, which owns brands including Axe, Dove, and Degree, and is activating its World Cup sponsorship in several host cities across North America. And while the 360-degree marketing effort includes pro athlete endorsements, influencer partnerships sit at the center.
How the Kansas City Chiefs’ plan to hook the youngest sports fans Original
Sports fandom used to be a no-brainer for young kids—you rooted for the team your parents did. Now, with children growing up on social media, where they can easily come across athlete and team content from anywhere in the world, friendly family feuds over fandom could become commonplace. The Kansas City Chiefs marketers sure hope so.
Dawn is the most trusted brand in America for the second year in a row: report
Justin Sullivan/Getty Images Trust is sticky, like an adhesive bandage. But that gooey residue rubs right off with some soap. Dawn Dish Soap held onto its place as the most trusted brand in America for the second year in a row after dethroning Band-Aid, which held the title from 2022 to 2024 but is now No. 2 in the rankings, according to Morning Consult's annual Most Trusted Brands report.
Dawn is the most trusted brand in America for the second year in a row: report
Trust is sticky, like an adhesive bandage. But that gooey residue rubs right off with some soap. Dawn Dish Soap held onto its place as the most trusted brand in America for the second year in a row after dethroning Band-Aid, which held the title from 2022 to 2024 but is now No. 2 in the rankings, according to Morning Consult’s annual Most Trusted Brands report.
Disney is mostly sold out of ad inventory through Game 5 of NBA Finals
Buying ad inventory in the NBA Finals is almost as hard as securing a seat on Madison Square Garden’s Celebrity Row.
How soccer creators are helping to make the World Cup more than a moment
Raheem Taylor-Parkes stepped away from pro soccer in 2021 after missing out on the MLS draft two years in a row. The decision ultimately launched his career in soccer—in front of the camera, that is.
How US soccer clubs and leagues are scoring more fan data
For sports teams, more fans is rarely bad news. It usually means more energy at stadiums, more eyeballs on streams and broadcasts, and more revenue. And it also means more data. It’s not always easy for marketers to collect highly coveted first-party data about consumers, no matter how beloved brands may be. For their favorite sports teams, however, fans will hand over just about anything (even, in some cases, their DNA).
How Liquid I.V. got written into the plot of ‘Off Campus’
There are a few things that are hard to miss in Prime Video’s hockey romance series Off Campus: shirtless workout montages, nostalgic musical moments, and Liquid I.V. The hydration brand has a sweeping sponsorship deal with the show spanning ads, events, a landing page, and a four-episode integration into the plot.
How the National Women’s Soccer League is building momentum for brands
The National Women’s Soccer League (NWSL) finds itself at something of a pivotal moment. Season 14 is well underway, which is nothing to scoff at in women’s sports years; the Professional Women’s Hockey League and Major League Volleyball started in 2024, while the 3-on-3 basketball league Unrivaled and League One Volleyball debuted only last year.
Motorsport icon Susie Wolff on building a fandom for F1 Academy
Susie Wolff knows a thing or two about legacy. Wolff, the managing director of F1 Academy, Formula 1’s women-only racing championship, had a long career behind the wheel of race cars herself. Like many F1 drivers, she started in karting, and eventually competed in motorsports including Formula 3, the Race of Champions, and F1, where she served as a development driver for Williams and became the first woman to participate on track during an F1 race weekend in more than two decades.
How TGL’s game stays on par with golf’s changing demographics
What do you get when you combine PGA Tour golfers with screens, mics, a rotating green, and a handful of other twists? TGL, aka TMRW Golf League, the new-age golf competition founded by Tiger Woods, Rory McIlroy, and sports exec Mike McCarley in tandem with the Tour. Golf has long been associated with an older audience.
Visa taps Jason Sudeikis, soccer stars for ‘Tap In’ World Cup campaign
The tap-in goal—a close-range, light-touch shot—isn’t exactly the most celebrated move in soccer. But it’s the star of “Tap In,” Visa’s latest World Cup campaign. A FIFA sponsor for 19 years, Visa equates the tap-in goal to the act of tapping a credit card to pay for a purchase. It’s meant to convey the message that Visa strives to make life easier for its customers.
The best jokes from this year’s upfronts
|
Ah, the upfronts. The best week of the year to miss your family’s Mother’s Day celebrations, have a cocktail or thirty, and hear some of the most iconic comedians on television pretend to understand what you do for a living.
By Alyssa Meyers Verified, Kelsey Sutton Verified, Jasmine Sheena Verified, Kristina Monllos Verified
|
Marketing Brew
Verified
The highs and lows from this year’s upfronts
|
Upfronts week only comes once a year, but the memories will last forever. Our team once again had the pleasure of covering media companies’ biggest pitches to the advertising world, and there were plenty of highlights—and lowlights. Across the star-studded performances, stand-up routines, and celebrity appearances, there were plenty of memorable moments. We rounded up some of our favorite (and least-favorite) moments from the week below. The highs Getting Heated: Warner Bros.
By Alyssa Meyers Verified, Kelsey Sutton Verified, Jasmine Sheena Verified, Kristina Monllos Verified, Jennimai Nguyen Verified
|
Marketing Brew
Verified
Cup runneth over: Inside the alcohol brands pouring marketing into soccer this year
If anyone needed an extra reason to have a drink over the summer, there’s about to be 39 days worth of World Cup matches played in North America for the first time in more than 30 years. For advertisers, the tournament is shaping up to be essentially the Super Bowl of soccer, but even bigger. And while beverage brands have been duking it out on the Super Bowl ad stage for decades, with increasing competition in recent years, this summer, they’re taking the battle to the international stage.
Show More
loading
Actions
Get in touch with Alyssa
Contact Alyssa, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack