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Brittaney Kiefer

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London
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Articles

After World Cup, Brands Look to LA28 With a New Sports Marketing Game Plan

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By Brittaney Kiefer Verified
| Adweek Verified
After the success of the 2026 World Cup—which brought in more than $15 billion in revenue for FIFA and a record 38.9 million average viewers for the final match on Fox—the Los Angeles 2028 Olympics is already seeing increased interest from brands that want in on the U.S.’ next global sporting event. “The World Cup having gone so well has been a huge boost for our business while providing learnings for our partners,” said John Slusher, CEO of U.S. Olympic & Paralympic Properties (USOPP).
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American Eagle Shook Up Its Back-to-School Playbook to Reach a Fragmented Gen Z

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By Brittaney Kiefer Verified
| Adweek Verified
Within a day of Spain winning the FIFA 2026 World Cup, American Eagle made a bold move. The retailer temporarily rebranded as “Lamine’s Eagles,” honoring Lamine Yamal, Spain’s star player and an American Eagle brand ambassador since January. It also renamed one of its classic jeans The AE 19, after Yamal’s jersey number and age. Now, the brand is applying the same kind of speed and fluidity to win the back-to-school season.
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Michelob Ultra tallies Lionel Messi's 20-year World Cup legacy

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By Brittaney Kiefer Verified
| MSN Verified
Brittaney Kiefer Argentina may have lost to Spain at the FIFA World Cup 2026 final, but one of its players still stole the spotlight throughout the tournament: Lionel Messi. Michelob Ultra, the official beer sponsor of the tournament, celebrated the G.O.A.T.'s legendary 20-year World Cup career in an ad released soon after the final match on July 19. Created by Wieden+Kennedy New York and directed by W+K's Zak DeLange, "Tab Closed" is a playful take on a bar tab.
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