Major League Soccer is looking to expand soccer’s popularity and cultural relevance ahead of the FIFA World Cup with a yearlong marketing plan that launched Feb. 12, according to information shared ...

Chief Brand, Experience and Marketing Officer Hema Widhani discusses the firm’s recent ad campaign and college football partnership.

For much of the last decade, sports marketing followed a familiar script: globalisation, digital scale and steadily inflating rights fees. In 2025, that script broke. This year forced brands, ...