This week, brands are ready to play ball. Check out all the latest news on sports-related marketing and advertising in our Weekly Must Reads.

Brands Pay Tribute to Serena Williams

Last week, tennis superstar Serena Williams competed in what is likely her last major competition at the US Open. To honor her legacy, brands have created tributes to Williams in new campaigns and social media posts. The star’s longtime sponsor, Gatorade, recently launched a new spot titled “Love Means Everything” to showcase Williams’ most inspiring moments on and off the court. The ad is narrated by Williams’ close friend Beyoncé.

Gatorade first teamed up with Williams in 2009, and she was most recently featured in a campaign earlier this year designed to support inclusive sports programs. She plans to use her time in retirement to expand her family and continue running her new businesses. Check out Gatorade’s tribute here: https://www.thedrum.com/news/2022/08/29/ad-the-day-gatorade-and-beyonc-honor-serena-williams-love-means-everything

Nissan Takes on NFT & NIL

This year, Nissan’s annual “Heisman House,” campaign, which highlights the college football Heisman trophy and past winners, will finally feature a current college athlete. Last year’s trophy winner and current Alabama quarterback, Bryce Young, joins past recipients in a series of television ads, TikTok videos, social media polls, and other content. The television spots also feature the new 2023 Nissan Ariya along with other vehicles from the brand. The campaign marks the first time Nissan can engage a college athlete in their advertisements, thanks to new NIL rules from the NCAA.

In addition to the series of ads, Nissan created exclusive NFTs that depict notable career moments from past Heisman winners. The NFTs are available first come, first serve for fans at no charge. Find out more details on the campaign here: https://www.businesswire.com/news/home/20220901005316/en/Nissan%E2%80%99s-2022-Heisman-House-campaign-thrills-fans-with-fresh-storylines-and-a-virtual-world

Coca-Cola Kicks Off World Cup Campaign

The 2022 World Cup may not start until November, but tournament sponsor Coca-Cola already has soccer on the brain. Their newest campaign, titled “Believing in Magic,” depicts how a sip of Coke can transport a young fan into a world of celebration, tradition, and connection around their country’s team. Other ads in the campaign play with the promises superfans pledge if their team wins.

In the leadup to the World Cup, Coca-Cola is also sponsoring the FIFA World Cup Trophy Tour, which will bring the famous trophy to each country that qualified for the tournament. Once the games kick off, the brand will operate a digital hub that connects fans across the world as they discuss and predict the tournament’s outcome. Watch “Believing in Magic” and read more about Coca-Cola’s sponsorship here: https://www.marketingdive.com/news/coca-cola-fifa-world-cup-campaign/630972/

Bud Light Celebrates Kickoff Beers

In Bud Light’s latest football campaign, the brand celebrates cracking open the first beer of the new NFL season. Bud Light partnered with stars Travis Kelce and George Kittle in a new ad, called “Kickoff Beers,” that remixes the NFL’s classic theme music with the sound of popping open a series of Bud Light cans. During opening weekend, the brand will also select one fan during the Dolphins vs. Patriots game to “crack open the season” with a Bud Light toast.

The “Kickoff Beers” campaign also includes limited edition packaging. Fans can select a can of Bud Light that features their favorite NFL team’s logo and signature cheers to enjoy as the season begins. Learn more about Bud Light’s football activations here: https://www.prnewswire.com/news-releases/bud-light-cracks-open-nfl-season-by-celebrating-fans-first-beer-301614241.html