sports marketing
IMG retires Mailman sports digital marketing brand
The Asian-based team will continue operations as the backbone of IMG’s global digital business, just as the NBA and other top sports billings return to China.
Making sports ads interesting again
The stakes are exceptionally high. But as always with a high-stakes game, played right and played well, the payoff can be immense.
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Why Asian brands can’t afford to sit out of sports sponsorship
Showing up through local heroes, overlooked sports and culturally fluent storytelling is the sharpest growth play for brands, writes Dentsu's Echo Li.
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Why sports marketing should lean into intimate, culture-driven experiences
In a world shaped by Gen Z and hyper-local engagement, the winning brands aren’t the loudest—they’re the ones that create authentic experiences that foster belonging and build trust.
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How ASICS India is turning footprints into funnel metrics
From gait scans to geo-targeted ads, the sporting goods group laces together tech, retail, and events to chase India’s growing base of runners.
Bats, reels, and buys: The new IPL media mix
From creator collabs to AR chefs, IPL 2025 proves brands must chase relevance across memes, match breaks, and micro-moments—not just media buys.
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