Alyssa Meyers
Verified
currently: covering sports for @morningbrew's @marketingbrew ◦︎ formerly: brands reporter @morningconsult ◦︎ shockingly: not a morning person ◦︎ she/her
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Articles by Alyssa Meyers
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 Original
It’s never a bad time to join the sports fandom bandwagon, but the men’s World Cup this summer has created a particularly big entry point for many newly minted fans.
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
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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
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Marketing Brew
Verified
The highs and lows from this year’s upfronts
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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
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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.
For its World Cup campaign, Lowe’s is betting big on Messi—literally
Leo Messi is a giant—in the world of soccer, that is. But in Lowe’s World Cup campaign, it’s literal. The home improvement retailer, which first announced a partnership with Messi in 2024, is bringing 10-foot-tall inflatables of the Inter Miami FC and Argentina national team star to four US host cities as part of its World Cup marketing efforts. “This is not going to be just a TV commercial,” Gerardo Soto, VP of media and sports marketing, told Marketing Brew.
Inside the White Sox's immaculate theme night strategy
No ballgame experience is complete without peanuts and Cracker Jacks. Or, in Chicago, a pope hat. At its game in August against the Cincinnati Reds, the Chicago White Sox are giving away team-branded hats shaped like mitres, the ceremonial headdresses worn by religious leaders including Pope Leo XIV, who is perhaps the most famous White Sox fan alive. The hats were originally only offered to fans who bought tickets in certain sections at the Aug.
Sports, stars, singing: With new CEO, Disney maintains splashy upfront strategy
Upfronts week can be something of a slog. On Tuesday evening at the Javits Center, the Walt Disney Company did its best to get advertisers singing instead of slumping in their seats. Sports was a hyper-present topic throughout the presentation—not unexpected for the company that owns ESPN and the rights to the 2027 Super Bowl—and Disney execs leaned into other live entertainment properties like Dancing with the Stars, the Grammys, and the Oscars.
Fox sticks to its upfronts script, focusing on streaming and sports
Fox’s 2026 upfront had some familiar faces, like Tom Brady and Derek Jeter. It had some unexpected surprises, too, like an appearance from CEO Lachlan Murdoch and a musical performance by Jane Krakowski and Jane Lynch. But all in all, the media company’s upfront presentation was a similar song and dance to previous years.
How the WNBA brought on new blue-chip sponsors amid CBA negotiation uncertainty
The WNBA’s 28th season in 2024 was a break-out one, marking the pro debut of several bona fide superstars as fans and sponsors rushed the league. The 29th season in 2025, though, was even bigger. There was more record-breaking viewership and further sponsorship changes, with brands signing bigger deals with longer timelines. All in, there was about a 40% YoY increase in sponsorship revenue, according to WNBA Chief Growth Officer Colie Edison.
How the Portland Fire marketed a basketball team with no players
How do you market a sports team without any players? It’s an age-old question for expansion teams, and one that Kimberly Veale, SVP of marketing and communications for the WNBA’s Portland Fire, has had to answer twice in the past couple of years—she joined the Fire from 2025 expansion team the Golden State Valkyries. This year’s expansion teams, the Fire and Toronto Tempo, had to wait even longer than usual to fill out their rosters.
How jewelry brand Gorjana found its place in sports
It’s a big weekend for jewelry brand Gorjana. Mothers and daughters are a major part of its audience, and with Mother’s Day coming up Sunday, the company is in the midst of a marketing push. The campaign highlights Gorjana’s recent move into athlete partnerships, with Portland Thorns FC forward Reilyn Turner and her family making an appearance.
A’ja Wilson and Jalen Brunson are starring in Lowe’s debut basketball campaign
Lowe’s has a long history in sports sponsorships, including almost two decades of prior involvement with Nascar and an active relationship with the NFL. But the home improvement retailer has never taken a shot at basketball. That changed today when Lowe’s announced its first-ever basketball campaign, which includes partnerships with Las Vegas Aces center A’ja Wilson and New York Knicks guard Jalen Brunson.
How Dallas’ WNBA team is spreading its sponsorship wings this season
In many pro sports leagues, missing out on the postseason comes with at least one perk: a high draft pick for the next season. The WNBA’s Dallas Wings have capitalized on that opportunity. Although the team finished last in the standings in 2025 and was second-to-last the year before, it turned back-to-back No. 1 draft picks into an increasingly impressive roster on the court—as well as a growing roster of sponsors. “Having star players helps your business,” CEO Greg Bibb told Marketing Brew.
You don’t need that trending piece of fast fashion
By Alyssa Meyers | Photographer One thing that plagues this society is the belief that we need everything. Whether it’s a piece of clothing, a new phone or a unique experience, we have been conditioned to believe that we have to have it. However, oftentimes when we get the thing we “need,” our satisfaction is not met. The idea of instant gratification is truly at play here, and we need to reflect inwardly on why we need it. What are the intrinsic motivators? Are we looking to fit in?
Inside the making of Peloton’s viral Hudson Williams ad
Jumping on a Peloton for a workout is a great way to get the heart pumping. But you can get the same effect from watching its newest ad campaign. The brand’s latest ad, which dropped last Tuesday, a continuation of its “Let Yourself Go” marketing platform, stars Heated Rivalry actor Hudson Williams dancing, strutting, and working out to David Bowie’s “Fame” in an all-white short-shorts-and-tank-top getup.
It’s a bird, it’s a plane, it’s Sky Scraper: How New York City FC got its pigeon mascot
On a Sunday in late March, MLS fans packed into Yankee Stadium—the temporary home of New York City FC—to watch Thiago Martins, Aiden O’Neill, and the rest of the home team take on Inter Miami FC and Leo Messi. Before the players took the pitch, though, all eyes were on the giant pigeon dancing in a pair of Timberland-esque boots at center field. Sky Scraper, or Sky for short, is NYCFC’s pigeon mascot.
Mondelēz taps soccer superstars to get people snacking during World Cup
Sports and snacks go hand in hand, and Mondelēz International has a wealth of experience with both. For the World Cup this summer, the food and beverage giant is leveraging its portfolio of products and its athlete partners to get people snacking. Sports fans are no stranger to Mondelēz snacks: It has flexed brands like Oreo and Ritz Crackers during major American sporting events including the Super Bowl and March Madness, typically tapping high-profile athletes and celebrities as spokespeople.
Axe asks soccer fans to go out on a limb for World Cup tickets
What would you do for a pair of World Cup tickets? Put on a ridiculous outfit and ask someone out on a date, the marketing team at Axe is hoping. The men’s grooming brand, owned by FIFA sponsor Unilever, is activating against the tournament with a campaign encouraging soccer fans to don their wildest World Cup-themed outfits and record a video of themselves asking someone out, Dolores Assalini, head of Axe US, shared exclusively with Marketing Brew.
Meet the newest ‘Running Point’ character: Jake from State Farm
Like a good neighbor, State Farm is there—“there” being the Netflix show Running Point. Today, the insurance company announced a collaboration with the streamer, which includes a co-branded ad featuring characters from Running Point, the basketball-centric comedy starring Kate Hudson. As part of the deal, Jake from State Farm is set to appear as a character in Season 2 of the show.
How soccer orgs and sponsors are putting local spins on World Cup campaigns
With 16 host cities across three countries, it’s safe to say there’s no one-size-fits-all marketing plan for this summer’s FIFA Men’s World Cup. Given the scope of the tournament, the leagues, host committees, media rights partners, and sponsors seeking to contribute to the growth of soccer fandom in the US while also hitting their own marketing goals have approached the tournament differently than they might with smaller-scale sponsorships. That hasn’t always been easy.
How IBM’s Masters campaign marks a shift in its sports strategy
With the Masters Tournament starting today, many golf fans will have Georgia on their minds. Since not all of them will actually be able to experience Augusta National Golf Club in person, IBM is bringing some of the fun north. The tech giant, which is celebrating 30 years as a partner of the Masters, is transporting a bit of the tournament to its backyard in New York City with its Masters at Madison Square Park activation.
‘This famous butt’: How Verizon created that ad with Connor Storrie
Great glutes never killed anybody…Except, perhaps, in Verizon’s latest ad campaign. The spot, a four-and-a-half minute short film directed by filmmaker Nia DaCosta, has all the hallmarks of a horror story: low lighting, a house in the woods, jump scares, knives, and ominous phone calls to—gasp—a landline. The film, titled “Look Behind You,” also features Connor Storrie, whose performance—and glutes—in the HBO drama Heated Rivalry helped him rise to superstardom.
WNBA kicks off 30th season with a campaign for the GOATs
Three decades ago, you might have been kicking back with a bottle of Orbitz soda, playing games on your N64, and getting ready to watch the inaugural season of the WNBA. Fast-forward to today, and only one of those things is still around. This year, the WNBA is celebrating its 30th season—and naturally, the league’s marketing team set out to commemorate the occasion in a big way. “There’s an opportunity to celebrate,” WNBA CMO Phil Cook told Marketing Brew.
Welcome to the era of the college jersey patch
Think you’ve seen a logo on every inch of sports stadium and uniform imaginable? Think again. Earlier this year, the NCAA’s Division I Cabinet approved a proposal that will allow teams to have up to two additional logos on their uniforms and one additional logo on their gear during preseasons and regular seasons (uniform manufacturer logos already appear). The rule goes into effect on Aug.
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