Source Communications

??????... ????????’?? ????????? ????: David Rothstein, ???? ?????????????? ???????????????? One of my personal favorite times of year, March Madness, is just about here and with that we will all start to see more and more college athletes repping their partner brands across all media types.?This is still a new space and one that will continue to evolve over the coming years but we are already seeing the next frontier… the emergence of NIL deals with high school athletes.?40 U.S. states are allowing these agreements and brands are partnering with these rising stars earlier than ever. ?? ?????? ???????????? ????????????????:? ? In February Adidas partnered with high school baseball phenom Ethan Holliday- brother of Orioles standout Jackson Holliday and the #1 overall prospect in the 2025 draft class. Holliday will be debuting the latest version of the ADIZERO Edge+ cleat? ? This past summer, UCLA basketball commit Jada Williams struck a deal with Spalding where she will be the face of a Spalding campaign and has collaborated with the brand on a limited edition basketball that is currently for sale. ? Brooks Running recently announced the signing of five high school track and field athletes to add to their large roster of college athletes. ?????? ???????? ???? ?? ???????? ???????? ?????? ????????????: ? Authenticity & Relatability: Young athletes connect with younger consumers, making them ideal ambassadors. ? Early Relationship Building: Partnering early fosters long-term loyalty as athletes progress to higher levels. ? Local & National Reach: High school athletes have strong community ties while commanding national attention through social media and elite competitions. There are a lot of benefits to these types of partnerships however any brand considering the space should be aware that there are risks associated with working with such young athletes- i.e. unpredictable future performance, potential immaturity, and constantly changing regulatory complexities to name a few. What do you think is the next big thing in the NIL space? #SportsMarketing #NIL #HighSchoolAthletes #BrandPartnerships #MarchMadness

???????????? ???????????? ???????????? ?????????? ???????? ? For years sports advertising has been dominated by ads from beer companies, tech giants, and fast-food brands. One big shift I’ve noticed this last year however is the emergency of more and more beauty brands entering the space. While the incredible presence around the Super Bowl certainly made a mark- that is just the tip of the iceberg for the beauty industry in the sports advertising and sponsorship world. ? ?????? ?????? ???????????? ???????????? ?????????????????? ???? ??????????????Sports attracts a diverse viewership, including an audience that is 45% female. Beauty brands are recognizing this as an opportunity to engage a broader audience. ? ?????????????? ???????????? ???????????????? ??????????????: ? Maybelline recently announced as the inaugural title partner of the Women’s Lacrosse League ? Dove’s recently announced partnership with Gotham FC as well as its Super Bowl spot encouraging people to change the way we talk about our girls and using #KeepHerConfident ? NYX Professional Makeup teaming up with DraftKings on a free-to-play prediction game in advance of the Super Bowl ? I don’t believe the presence of beauty brands in sports is just a trend—it’s a statement showing that the definition of a sports audience is evolving.?Brands across all industries should be paying attention. As more advertisers recognize the value of speaking to diverse demographics, we can expect to see even more beauty brands, as well as new categories, jumping into the sports world in the coming years. ? ???????? ???????????????? ???? ?????? ?????????? ???? ???????? ???? ???????? ?? ???????????? ???? ?????? ???????????? ??????????? ? #SuperBowlAds #BeautyIndustry #MarketingTrends #SportsAdvertising #SportsMarketing

?????? ?? ?????????????? ???????????? ????????????????????: ?? ????????-?????????????? ?????? ?????? ?????????? ?????? ?????? ???????????????? ???????? Gregg Spiegel - ?????? ?????????????????? ???????????????? & ?????????????????? As a lifelong hockey fan, I’ve always known the passion, intensity, and appeal this sport brings. But let’s be honest: hockey hasn’t always been the first choice for marketers looking to invest in sports sponsorships. Traditionally, the spotlight has been dominated by football, basketball, baseball, and even soccer. The 4 Nations Tournament has been such a massive win, not just for hockey itself but for the brands that had the foresight to get involved. The tournament delivered intense competition, record-breaking viewership, and an undeniable energy that captured both die-hard fans and new audiences alike. We're always looking for untapped opportunities that drive real impact for our clients. The 4 Nations Tournament proved just how powerful these opportunities can be as viewership and fan engagement reached new heights. Brands that invest early in these emerging moments gain incredible visibility, deep audience connection, and a lasting impact. Whether it’s the next major hockey event or the continued rise of women’s sports, the potential is there, it's just about knowing where to look. At Source, we’re always asking, what’s next? #Hockey #Sponsorship #Marketing #4Nations #SportsBusiness #GameChanger #IdeasInspiringAction #SportsMarketing

?????? ??, ?????? ??, ?????? ??. It feels like every day there's a new report or article breaking down how this generation consumes and interacts with life. I understand the strong interest - this is a generation that has mostly never known life without the internet at their fingertips, and yet, the issue of how to effectively reach them has never been more at the forefront. As we stand today, the oldest Gen Zers are 28! They're no longer just the TikTok-savvy kids introducing us to new music and viral trends. They are a dominant force in the economy who shape culture and make billions of dollars worth of purchasing decisions. Understanding the shifts in how they consume sports, media and advertising is crucial to staying relevant. So, what's driving their behavior? After combing through recent research reports, articles and learnings from our client work, here are my takeaways: ?? ???????????? ???? ?????????? ????????????. In a world where Gen Z reports feeling more disconnected and anxious, fandom is a bright spot. Gen Z adults now boast the highest rate of regular game attendance, as roughly 1 in 5 go to live sporting events 2-4 times per year. ?? ???????????????? ?????? ?????????? ???????? ?????????????? ??????????????????????. Traditional advertising and even social media influencers don’t carry the same weight with Gen Z as they did with millennials. Athletes, however, hold real credibility. They shape culture, influence fashion and lifestyle trends, and drive purchasing decisions in ways that feel organic and aspirational. The brands tapping into this are winning big - roughly 1 in 5 Gen Z adults have made an athlete-induced F&B, apparel and/or beauty purchase in the last year. ?? ?????????????????? ???????????????? ??????????'?? ???????????? ???? ?? ???????????????? ??????????????. Gen Z is much more financially savvy than previous generations at the same age, but they also feel bleak about their financial futures. This contradiction means brands need to be hyper-intentional about value, messaging, and authenticity. ?? ???????? ???????????? ?????????? ????????????, but digital is the glue. Gen Z may not always sit through an entire game at home, but they’re still tuning in, engaging on second screens, and consuming sports through short-form content and interactive experiences. The key for brands? Creating campaigns that extend beyond the live event and into the digital spaces where Gen Z is actively participating. Gen Z wants to feel something. They crave connection, identity, and cultural relevance. For brands and marketers, success won’t come from simply advertising to them - it will come from integrating into their world, understanding their motivations, and creating experiences that truly resonate. What’s your brand doing to evolve with Gen Z? Let’s discuss. ?? #GenZ #SportsMarketing #Advertising #BrandEngagement #Fandom

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???????????? ???????????? ???????????? ?????????? ???????? ? For years sports advertising has been dominated by ads from beer companies, tech giants, and fast-food brands. One big shift I’ve noticed this last year however is the emergency of more and more beauty brands entering the space. While the incredible presence around the Super Bowl certainly made a mark- that is just the tip of the iceberg for the beauty industry in the sports advertising and sponsorship world. ? ?????? ?????? ???????????? ???????????? ?????????????????? ???? ??????????????Sports attracts a diverse viewership, including an audience that is 45% female. Beauty brands are recognizing this as an opportunity to engage a broader audience. ? ?????????????? ???????????? ???????????????? ??????????????: ? Maybelline recently announced as the inaugural title partner of the Women’s Lacrosse League ? Dove’s recently announced partnership with Gotham FC as well as its Super Bowl spot encouraging people to change the way we talk about our girls and using #KeepHerConfident ? NYX Professional Makeup teaming up with DraftKings on a free-to-play prediction game in advance of the Super Bowl ? I don’t believe the presence of beauty brands in sports is just a trend—it’s a statement showing that the definition of a sports audience is evolving.?Brands across all industries should be paying attention. As more advertisers recognize the value of speaking to diverse demographics, we can expect to see even more beauty brands, as well as new categories, jumping into the sports world in the coming years. ? ???????? ???????????????? ???? ?????? ?????????? ???? ???????? ???? ???????? ?? ???????????? ???? ?????? ???????????? ??????????? ? #SuperBowlAds #BeautyIndustry #MarketingTrends #SportsAdvertising #SportsMarketing

Super Bowl Ad Evolution? While I'm primarily watching for the game, like many marketers, I am definitely paying extra attention to the Super Bowl for the commercials- both those released early (certainly a trend itself) and those debuting in the game itself. Over the past few years, I've seen a shift in how brands are engaging audiences: ?? ????????????-???????? ?????????????????????? ?????????????? ???????? ????????-??????????: Instead of splurging on one giant ad, innovative brands are investing in campaigns and/or social moments that spark conversations both in the lead up to and during the game- i.e. Matthew McConaughey and Christian McCaffrey discussing a food and football conspiracy theory all building to UberEat’s Super Bowl commercial released earlier today. ?? ???????????????????? ????????????????????????????: We're witnessing brands stepping outside traditional partnerships. Who would have thought that Heinz would be collaborating with music producer Mustard for their recently debuted campaign. Not only is Mustard being used in the campaign but he will also become Heinz’s first “Chief Mustard Officer” taking an integral role in all facets of the collab. ?? ??????????????-???????????? ????????????????????????: Authentic narratives are starting to take center stage alongside celebrity-driven campaigns. Last year- Dove, for example, ran a spot discussing the impact of negative body talk on young female athletes and encouraging viewers to join the Body Confident Sport program. Besides the outcome of the game, what do you think everyone will be talking about come Monday? #SuperBowl #InnovativeAdvertising #BrandMarketing #SportsAdvertising #SportsMarketing

?? Super Bowl LIX: The AI Bowl? I just asked ChatGPT who's going to win in New Orleans this Sunday. It gave me a mix of game analysis, Super Bowl history and betting trends, but let's be real - like many of us deciding who to bet on, the short answer is this: it has no freaking clue. Despite its inability to predict the future (yet), I think the real winner of the game will be AI itself. It's clear that AI is set to dominate the Super Bowl ad game. Major players like Microsoft and Google are likely to be heavily involved, with Google reportedly buying 50 local in-game spots. Their "50 States, 50 Stories" campaign will showcase how real small business owners across the country are using AI through Google Workforce to impact their businesses. At $7-8M+ per national spot, it'll be fascinating to see if other, smaller brands and startups like Frame or Anthropic make a splash. Regardless, one thing is clear: AI isn't just a backend tool anymore. It's a storytelling force. We will no doubt see brands use their AI capabilities as their hook, message and differentiator. Notably, GoDaddy is returning to the Super Bowl after a long hiatus, promoting their new AI-powered tool, Airo. The real challenge? Making AI feel personal, accessible, and indispensable to the everyday consumer. This Super Bowl could be a turning point for how AI is marketed - and how the public embraces it. ?? What do you think? Will AI win the night, or will consumers tune it out? #SuperBowl #AI #SportsMarketing #Advertising

Working with the ConnectOne Bank on this campaign has been a great collaboration.

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