No half measures here, creative arm Leo captures the pace and pressure of the sport in the new work.
True
sports marketing
Hong Kong Sevens turns 50, Cathay doubles down on rugby obsession
cathay pacific
hsbc
sports marketing
Women’s sport has arrived, the brands haven’t
female representation
sport
sport advertising
sports marketing
Women’s sport in APAC has outgrown its untapped potential tag with explosive viewership and year-round fandom, yet brands haven't caught up, says We Are Social's Suzie Shaw.
Formula 1 names a corner after women for the first time in history
formula one
sports marketing
The corner is named after two of the sport's most prominent female engineers, Laura K. Müller and Hannah Schmitz.
How Hyrox built a $130 million brand by turning fitness into a marketing engine
sponsorship
sporting events
sports marketing
In eight years, Hyrox grew from a 700-person debut in Hamburg to a defining sports marketing story in Asia-Pacific. Campaign breaks down the brand strategy behind fitness's fastest-growing phenomenon.
Running against the giants: Can On outpace Nike and Adidas in Asia?
adidas
brand health check
nike
sports marketing
BRAND HEALTH CHECK: Swiss sportswear challenger On is sprinting ahead in Asia with 94% sales growth and flagship expansions, but can its CloudTec innovation and community-driven hype convert into lasting loyalty?
IMG retires Mailman sports digital marketing brand
img
mailman
sports
sports marketing
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
sport advertising
sports marketing
The stakes are exceptionally high. But as always with a high-stakes game, played right and played well, the payoff can be immense.
Why Asian brands can’t afford to sit out of sports sponsorship
sports marketing
Showing up through local heroes, overlooked sports and culturally fluent storytelling is the sharpest growth play for brands, writes Dentsu's Echo Li.
Why sports marketing should lean into intimate, culture-driven experiences
sports marketing
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.
How ASICS India is turning footprints into funnel metrics
asics india
saurabh sharma
sports marketing
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
creators
cricket
indian premier league
influencers
ipl
sports marketing
From creator collabs to AR chefs, IPL 2025 proves brands must chase relevance across memes, match breaks, and micro-moments—not just media buys.
Is brand sponsorship enough for Asian sports?
branding
milo
sports
sports marketing
As brands embrace grassroots support and local sports initiatives, the VP of Toyota Motor Asia explores how investments beyond ambassadorship are essential.
Will Olympic glory translate to more brand investment for women's sport?
gender
sponsorship
sports
sports marketing
A women-dominated Olympics is fuelling optimism in increased brand endorsements for women's sport. Campaign explores why marketers who have the foresight to invest in female athletes now will reap the biggest rewards.
‘Stories and uncompromising spirit’: Samsung CMO on its Olympics and Paralympics campaign
cmo
samsung
sports marketing
Samsung worked with Publicis Groupe’s Marcel and Bartle Bogle Hegarty London on the campaign.
Yeo's CMO on partnering with Olympic medallist Max Maeder
sponsorship
sports marketing
Ang Chong Lee talks exclusively to Campaign about why Yeo's decided to take a bet on Singaporean athlete Maeder, and the opportunities in sports marketing for brands.
How Chinese brands are leveraging sports marketing to go global
alibaba
chagee
sports
sports marketing
Chinese brands such as HeyTea, Chagee, and Tecno are joining Alibaba in targeted sponsorships and creative collaborations abroad.
Samsung encourages Gen Z and athletes to share past failures with ‘openness medal’
gen z
samsung
sports marketing
starcom
The medal allows Gen Z to learn more about the stories behind Team Samsung Galaxy (TSG) athletes, including Ugo Didier (para swimming, France), Heung-min Son (football, South Korea), and Yeri Kim (breaking, South Korea).
Toyota's compelling new campaign shines a spotlight on Asian athletes
Dentsu
sports advertising
sports marketing
Toyota and Dentsu Singapore champion Asian athletes aiming for global glory, embodying the spirit of making the impossible possible.
Inside the International Olympic Committee’s marketing playbook for Paris 2024
sports marketing
Digital engagement and marketing director Leandro Larrosa speaks with Campaign on how the organisation is preparing for the Paris Games.
‘We want to build some fomo’: Wimbledon’s CMO on creativity, traditions and innovation
cmo
creativity
mccann
sports marketing
wimbledon
Usama Al-Qassab, director of marketing and commercial at Wimbledon, discusses this year’s tournament and the impact of its creative output.