Sports marketing news update greenscreenfrom @jordanrogers

Transcript

We got breaking news. The most marketable star in the league is signing a new deal with Adidas and expanding into good. That's right. In one of the best partnerships in sports marketing, Adidas and Mahomes continued this legendary run with eyes on the hottest sport right now, golf. I'll tell you why in review of some of the best moments they've had. Mahomes is so dedicated to his partnership with Adidas that he will actually put tape over the logo of a competing sponsor. He did this back in the final four years ago, and having worked on the brand side, this is incredible dedication from an athlete. This is going above and beyond to show your loyalty. For years, Mahomes have been advocating for Adidas to sign Texas Tech. And when that finally came possible, they made the announcement in a tunnel walk through replicating that old moment. Not only did they sign tech, but they did Patrick Mahomes Gladiator branded uniforms for the team. This is incredible commitment from both the athlete, the school, and the brand. Then they took it to another level by signing athletes from across multiple sports at Texas Tech to be Patrick Mahomes' Adidas athletes. This is like NIL marketing three zero one, while so many brands are struggling to grasp even NIL one zero one. But, of course, we can't forget about the Super Bowl moment. One of the first and perhaps only sports ads that have stood out on the sphere was Adidas and Mahomes for the Super Bowl. This campaign takes up, inordinate amount of space in my brain. And last better certainly not least is their expansion into high school teams. The real target consumer in American football is high school athletes. The vast majority of football players will never play past the age of tier. So Adidas and Mahomes have the gladiator logo on 15 high school teams, which is yet another great move. And for the future, it seems like they're not done. This is such a fun era for both and athletes. Previously, we only had space in our brain for an athlete to be associated with the sport that they play. But now as algorithms have gotten smarter and athletes presence has grown through social media, we have other ways to experience and consume them. And so people will associate Patrick Mahomes with golf as well. No details on what they're planning yet, but these types of crossovers are what we love to see. Hit that follow button if you like stuff like this, and stay tuned to Boardroom so that you'll know when.