The chat is through WhatsApp Channels, which are one-way broadcasts rather than a traditional conversation. The WhatsApp channel is open to anyone, but users are limited to likes and shares. Other engagement opportunities include guide<\/a>s and quizzes.\u00a0<\/p>\n In part, it\u2019s a push for more market share in sports, and to reach global audiences outside of the four walls of traditional social media. It\u2019s also a move to get into the so-called second screen, where users are reacting to sports moments in real time.\u00a0<\/p>\n \u201cBrands will keep investing heavily there [in sports], but the marketing increasingly has to extend beyond the broadcast \u2014 into bars, phones, group chats and real-world fan experiences,\u201d Mick Sutter, chief creative officer at WHITE64, an independent agency, said in an email to Digiday.\u00a0<\/p>\n But perhaps most importantly, it\u2019s first-party data play.\u00a0<\/p>\n \u201cThe reason you do this is for first party data acquisition \u2014 full stop,\u201d Porter said. The goal is to glean insights around flavor preferences, player picks, sports team affinity and other data points to better learn how Lay\u2019s can embed itself in the sports marketing arena. She also added, \u201cUltimately, it does help us with conversion and a broader relationship with the brand, but you can\u2019t have that unless you put something out there that is worthy of coming back.\u201d\u00a0<\/p>\n Marketers have ramped up sports marketing efforts thanks to sports being one of the last bastions of live cultural moments. Unilever, one of the planet\u2019s largest advertisers, has had its World Cup plans laid out since at least last fall. Disney reported its operating income from sports ads grew 10% in the first quarter of 2026<\/p>\n Despite a saturated marketplace, live sports is expected to push overall global ad spend to $1.04 trillion this year, per Dentsu\u2019s 2026 forecast report. As marketers continue to clamber over one another for a sports marketing spot, the next phase of maturation is less about sponsorship and more about participation, said Sutter<\/p>\n \u201cIt\u2019s no longer just about a logo on a jersey or a TV spot during the match,\u201d he said. \u201cBrands want to behave like fans inside the culture of the sport.\u201d<\/p>\n View More July 23, 2026<\/p>\n Not every brand is racing to let AI anywhere near its ads. Stanley draws the line there on purpose<\/p>\n July 23, 2026<\/p>\n TikTok\u2019s latest move to secure its share of the leagues\u2019 growing audiences sees it play gatekeeper between creators and rights holders<\/p>\n July 23, 2026<\/p>\n The NBA player\u2019s union is pushing for stars to have a bigger say in brand deals. It highlights a larger shift in sports and creator marketing<\/p>\n \n Related:<\/strong> \n Join Justfine Infotech<\/strong> and build real digital skills in AI, automation, web development, digital marketing, office productivity, e-commerce, freelancing<\/a> and cybersecurity.<\/p>\n Available Programmes:<\/strong> WhatsApp:<\/strong>More in Marketing<\/h3>\n
\nMarketing on Platforms<\/p>\nLifestyle brand Stanley uses AI behind the scenes \u2014 but execs claim it won\u2019t touch ad creative<\/h4>\n
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\nThe Creator Economy<\/p>\nTikTok\u2019s Kat Marquez unpacks NBA and WNBA creator deal<\/h4>\n
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\nThe Sports Marketing Playbook<\/p>\nAs athletes embrace owned media properties, they\u2019re pushing for more involved brand deals<\/h4>\n
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