30+ NFL Sponsorship Spenders Planning in Q4
The article previews a downloadable list of over 30 NFL sponsorship spenders planning Q4 campaigns, highlighting key details about four brands—FanDuel, which is increasing advertising with new marketing leadership targeting Gen-Z and millennials across digital and traditional media; Lyft, which reduced marketing spend during Covid but is recovering with podcast ads; and noting the NFL's expanded 17-game season starting September 9 with the Tampa Bay vs. Dallas kickoff game.
And just like that, it’s football season again. The NFL expanded their regular-season schedule from 16 to 17 games this year and will begin on September 9 with defending Super Bowl LV champion Tampa Bay hosting Dallas in the NFL Kickoff Game. Some people are busy putting their fantasy teams together while Winmo puts our sponsorship teams together (okay, we do both). Keep reading to download our full list of 30+ NFL sponsorship spenders planning in Q4.
Here’s a sneak peek, and tons of additional spending details, on four NFL sponsorship brands included in the list:
1) FanDuel
The gambling company named Brian Borkowski as its new marketing SVP in June. Borkowski joined the company from Hulu and will handle FanDuel’s media, lifecycle marketing, and customer acquisition, reporting to CMO Mike Raffensperger. The company also named a new interim CEO, Amy Howe from Ticketmaster, the same month. She replaces incumbent Matt King. FanDuel hired Howe in February 2021 as president; before that, she was Ticketmaster’s president and COO.
- Sellers: FanDuel is advertising more heavily, so spending should continue to rise. Especially as the company targets Gen-Z via paid social and YouTube ads and millennials via other digital, including podcasts. Per Kantar data, the company also invests in print (newspapers), radio, OOH, and local broadcast.
- Agency and martech readers: These marketing hires could easily create opportunities for you. Get in touch soon to offer media, PR, and/or digital analytics services. BBH became FanDuel’s creative AOR in 2019.
2) Lyft
Vaccination rollout has helped the rideshare app recover from the ongoing Covid stall. Lyft lowered marketing spend in H1 mainly due to organic demand. Sales and marketing expenses fell 15%, marking the lowest percentage of revenue the company has ever spent on marketing. Magellan reports Lyft placed about 18 podcast ads over the last year. And, according to iSpot, Lyft hasn’t invested in national TV ads since 2019 when it advertised on “Meet the Press,” “Today 3,” “The Cosby Show,” “Last Call With Carson Daly” and “Late Night With Seth Meyers.”
- Sellers: Lyft mainly targets Gen-Z and millennials. The company decreased spend drastically in H1, but it has already reversed that trend as YTD spend is higher than it was during the same time period of 2020. It also invests in OHH, print, and local broadcast TV ads, per Kantar. Reach out now.
- Agency and martech readers: Lyft works with creative AOR Wieden + Kennedy and media buying and planning AOR Digitas.
3) Molson Coors
Within the past quarter, the brewing company increased ad spend for “core innovation brands” such as Coors Seltzer, Vizzy and Blue Moon LightSky. According to execs in its latest earnings call, Molson Coors also increased media investment behind “iconic core (coor?) brands” such as Coors Light and Miller Lite. This growth in ad spend was partially made possible by lower spend in pandemic-affected areas such as sports and live entertainment events.
- Sellers: An increase in digital spending, plus reliance on Facebook and Instagram advertising, show that Molson Coors is targeting Gen-Z. However, the company’s rising TV spend and notable investment in podcast ads show that it’s also targeting millennials and Gen-X. To narrow its target demographic down, though, remember that Molson Coors especially targets men. Per Kantar, the company additionally invests in OOH, print, radio, and local broadcast. However, overall spend in these channels dropped YOY in 2020.
- Agency and martech readers: There haven’t been any shifts since Molson Coors added Droga5 to its agency roster late last year, so additional agency reviews are still possible. Overall, it primarily works with media AOR Connect at Publicis Media, creative AOR DDB Chi, and creative AOR Energy BBDO.
4) Tim Hortons
The Canadian-founded coffee and doughnut chain named GUT its creative AOR in June 2021. Tim Hortons worked with GUT’s Miami office for several years, but the agency will now handle business from its new Toronto office. While it’s unclear when creative work will be released, there should be opportunities for sellers in the near future.
- Sellers: Tim Hortons primarily targets Gen-Z and millennials, considering it placed the majority of its digital ads directly onto Instagram. It has increased spending in this channel for a couple of years and, with a new creative AOR, should continue adding to the ad budget. It also invests in OOH, radio, and local broadcast TV ads, per Kantar. Contact this company offering relevant ad space.
- Agency and martech readers: Agency reviews commonly follow one another, so start reaching out soon to be top-of-mind. You’ll face competition from Horizon Media for buying and planning and might consider offering digital and social media assistance as well.
Want more? Download our full list of 30+ NFL sponsorship spenders planning in Q4 here.
Related
5 Brands with Expanding Budgets - Winmo
The article highlights five brands with expanding marketing budgets, focusing on Papa John’s $20 million upcoming campaign with new creative agency Camp + King targeting Gen-Z and millennials through outdoor, print, and radio, and AXA Group’s ongoing creative and media reviews with increased digital display spend, signaling significant opportunities for media sellers and agencies to engage during these budget spikes.
Top 10 Most Searched Company Profiles in Winmo: Q2 2021
The article highlights the top 10 most searched company profiles on Winmo in Q2 2021, detailing key brand activities such as Planet Fitness restarting advertising to boost membership with a focus on Gen-Z and millennials through digital and TV ads, and Arby’s increasing its digital ad spend while shifting away from national TV, reflecting broader marketing shifts amid post-pandemic recovery and changing consumer behaviors.
45 Digital Ad Spenders Planning in Q2 - Winmo
Winmo provides a list of 45 digital ad spenders increasing their Q2 marketing budgets, including detailed insights and key contacts for 10 brands like Ralph Lauren, which is consolidating agencies to boost marketing spend by $100 million targeting younger consumers, and Yeti Coolers, which is expanding its customer base and product offerings with increased marketing investment.
2023’s Back-to-School Advertising Trends
The 2023 back-to-school season is projected to be the most expensive ever with spending expected to exceed $135 billion, driven by high demand for clothing and shoes despite inflation pressures causing some parents to tighten budgets and postpone non-essential purchases, while brands like Instacart are increasing advertising efforts and exploring new marketing strategies to capture consumer attention.
5 Summer Campaign Launches Sellers Need to Know About - Winmo
Winmo highlights five summer campaign launches offering sales opportunities, including Duracell’s new Optimum battery campaign targeting broad and Spanish TV audiences, and Constellation Brands’ multi-channel “Make It Amazing” campaign for Kim Crawford wine aimed at millennial women with ongoing and upcoming campaigns for other brands, encouraging sellers to capitalize on predictable spending patterns and diverse media placements through Q4 2020.
53 NFL Advertisers Spending in Q4 2023
The NFL remains the dominant U.S. professional sport with rising viewership, especially among 18-34-year-olds, attracting 53 major advertisers in Q4 2023 who invest heavily through sponsorships and partnerships—including emerging sectors like sports betting and wine—and notable campaigns such as Domino’s new digital ordering strategy targeting Gen-Z and millennial men with IPG’s Elephant agency.