Dear Pulse Readers,
We’re getting ready for the most hyped up weekend across America – the Super Bowl. Whether you’re in it for the ads, the halftime show, or the on the field action there’s a little something for everyone this Sunday.
As an agency, BMF has a long history of activating at sporting events in unexpected ways. Brands come to us to inject a new perspective into what we produce – going far beyond the obvious to expand fandom by tapping into adjacent passion points.
Read on for our white paper about how you can approach sports marketing from a different point of view. And don’t forget to set your clocks so you don’t miss Rihanna's return to the stage – even Adele can’t wait.
Stay inspired.
Bruce, Brian, Ed + The BMF Team
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Sports Marketing From A Different POV: Art, Music, Food & Beyond
The cultural impact of sports is bigger than ever before. Brands have the opportunity to integrate art, music, food, and more to reach this growing audience. Score a touchdown with our list of best practices for leveraging culture in sports marketing. ➔
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The New + The Noteworthy
Everything Worth Doing/Seeing/Getting/Booking
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Scottsdale’s hottest hotel is bringing the heat this Super Bowl weekend. Tonight, the W Scottsdale will be hosting Cardi B at their infamous and always entertaining Cottontail Lounge. Find tickets and more deets here. ➔
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Let’s be honest, most of us marketers watch the Super Bowl for the ads. e.l.f. Cosmetics just dropped a sneak peek of theirs – and it’s can’t-miss! Working with the agency Shadow, e.l.f. Cosmetics tapped America’s Sweetheart, Jennifer Coolidge to hit prime time as the character she always dreamed of playing…a dolphin (a baby dolphin to be exact). Watch the ad here. ➔
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Sports Illustrated and Captain Morgan have created an immersive festival experience in Arizona to celebrate the big game! With activations throughout the 100,000+ square foot mega-structure and acts like The Chainsmokers and Machine Gun Kelly making an appearance the event is sure to sell out. Snag your tickets while you can here. ➔
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Tonight Rolling Stone LIVE is back for the fifth time! The immersive experiential event will take place at The Clayton House in downtown Scottsdale with an incredible array of team owners, superstar athletes and A-list celebrities all attending. Grab a ticket for a night of networking and – obviously – well-curated music here. ➔
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This is a big week for Arizona and sports. Beyond the Super Bowl, there’s the yearly favorite sporting event of residents and golf fans far and wide – The Waste Management Phoenix Open. Also known as #ThePeoplesOpen, the rowdiest pro golfing event in the US will be wrapping this weekend, running from February 6th until the 12th. Learn more and snag your tickets here. ➔
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Meet marquee chefs and mingle with celebrity guests at this delicious pre-Super Bowl LVII party! Hosted and curated by culinary superstars like Andrew Zimmern, Carla Hall, and Mark Bucher with appearances by NFL greats, Taste of the NFL will offer guests the best bite in Arizona – all in an effort to support GENYOUth’s commitment to end student hunger. Guests ages 21+ can get their tickets here. ➔
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It doesn’t matter if you’re a diehard NBA fan or have never watched a game in your life – you’ve probably heard of Shaquille O'Neal. Known for his impressive height and BIG sense of humor, Shaq is showing up with an oversized carnival of fun in Phoenix this weekend. Catch Diplo and Snoop Dog tonight by grabbing your tickets here. ➔
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Fresh off a high from the Super Bowl – and LeBron James becoming the top scoring basketball player of all time – brands and fans will be making their way to Utah for the 72nd All-Star Weekend on February 17th to the 19th. In addition to the eponymous All Star game, the weekend will highlight the Ruffles NBA All-Star Celebrity Game and the always beloved AT&T Slam Dunk contest. Plus, those in Salt Lake City will be treated to a Pre-Game concert by The Kid LAROI and BIA. Get your tickets and learn more here. ➔
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While the Australian Open just wrapped on the 29th of January in Melbourne, there's still a year of tennis matches to look forward to. Don’t miss the French Open May 28th to June 11th in Paris, The Championships Wimbledon the 3rd to 16th July in London, and of course the US Open August 28th through September 10th in NYC. BMF has popped up quite a few times at the latter – check out our IHG experience from 2022 here. ➔
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The Frequency
What We're Listening To Now.
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To many (ahem, us), “Royals Watching” is an extreme sport. The drama! The fashion! The jubilees! When BMF was asked to represent The Kingdom Choir (whom most will remember from their stunning version of “Stand By Me” at Harry & Meghan’s wedding) we were beyond thrilled. The group just released a new track “Not Giving Up” which offers a ray of hope amongst the darkness. Wayne Ellington’s rich, baritone exalts the power that comes with believing that better times are waiting ahead of us. While his voice alone would make for a captivating, emotional experience, the harmonies from the rest of The Kingdom Choir take it to a whole new level with their grace, majesty and sheer expressiveness able to move anyone. The group also announced a North American tour that kicks off on February 19th with tickets in all markets on sale now. ➔
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The Destination
Now Departing...
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Viva Las Vegas! 2024’s Super Bowl will be held in Sin City – and you can bet a pretty penny it’s going to be a can’t miss experience. It’s never too early to start scouting out where you’ll stay – or activate your brand – for the big game. Check out our updated travel guide to get you started. ➔
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The Sublime
Creators, Innovators, And Cool $#!+ You Should Know About.
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While the upcoming Tiffany & Co. x Nike drop has been getting a lot of press, the sneaker collab isn’t that surprising. Nike may be synonymous with sports, but Tiffany has a far longer history in the world of athletics – its artisans have been crafting trophies for professional leagues in basketball, tennis, and beyond for years. Learn more about Tiffany's connection to sports here and get updates on the hyped Nike release here. ➔
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Varsity jackets are in. From the October’s Very Own (Drake’s OVO) NFL collab to WIND AND SEA‘s latest “The Road to Victory” drop in honor of the NBA All Star Games, and even Off-White’s nod to the Chicago Bulls you can count on these jackets showing up everywhere this spring. Check out the collections here, here, and here. ➔
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North America's interest in hockey is growing – and so are the National Hockey League offices. As the league and company expand their reach externally, they tapped TPG Architecture to design a bold and sleek home office for them in NYC. Take a peek at the impressive headquarters here. ➔
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Off-White’s commitment to pushing the boundaries of fashion and continuing a conversation with culture beyond the expected can be seen in their recent forays into the world of sports. In addition to the brand’s aforementioned varsity jackets that play to ‘90s nostalgia, Off-White recently designed a custom kit for the Somali-born boxer Ramla Ali’s first professional title fight. Check it out here. ➔
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Meta expanded their partnership with the NBA and WNBA as the league’s official VR headset. Through XTADIUM and Meta Horizon Worlds on Meta Quest fans can watch games up close and personal. Check out the upcoming schedule, and the next game on February 13 – as the Minnesota Timberwolves take on the Dallas Mavericks – here. ➔
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Don’t consider skateboarding a sport? Take it up with the Olympics. Boards will be making their way to the games in Paris, and what better way to celebrate than to pack up your Palace Rimowa suitcase and head there in 2024. Check out the latest of the cult favorite skate brand’s collaborations here. ➔
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Tech meets yoga on the slopes! Items from Alo Yoga’s Après Ski collection — the last of three capsules from Alo’s NYFW presentation – each come with NFTs that verify rarity, authenticity and ownership. Each NFT unlocks real-life experiences such as access to Alo Houses (during tentpole cultural events), a personal training session at an Alo Wellness Club and access to styling advice. Check out Alo’s dive into Web3 & ski here. ➔
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From hitting threes to walking the runway, the NBA’s Kyle Kuzma is always getting people talking. The 6'9" Washington Wizards forward is known for his forays into fashion – including his relationship with model Winnie Harlow – and recently rocked a full Rick Owens look before a game. While not everyone who saw the ‘fit loved it, all of them had something to say. For a masterclass in hooper haute couture follow him here. ➔
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The Week In Review
ICYMI...
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Travel
- This Super Bowl, Place Your Bets Poolside At Las Vegas’s Splashiest Sports Resort ➔
- Shay Mitchell's BÉIS Travel Launches A Sports Collection: Shop The Latest Styles ➔
- How To Make Fast Friends While Traveling? Try Playing Pickleball ➔
- What Travel Brands’s Super Bowl Plans Reveal About Future Marketing Strategies As Demand Softens ➔
- Going To The Super Bowl 2023? Here’s Everything You Need To Bring With You ➔
Fashion & Beauty
- 21 Sporty-Chic Pieces You’ll Love To Wear Outside Of The Gym ➔
- Athleisure Is Still Dominating The Runways—Here Are 8 New Ways To Style It ➔
- Mom Of 2 Sons Playing In Super Bowl Shows Us Her Special, Extremely Fair Jacket ➔
- NFL Jerseys Are Cool, But Satin Jackets Are Better. Here's Where To Get Yours ➔
- Rihanna Is Bringing Her Savage X Fenty Style To The Super Bowl 2023 ➔
Entertainment
- 2023 Super Bowl Commercials: Which Movie Trailers And TV Spots Will You See During Chiefs Vs. Eagles? ➔
- Why Moneyball Is One Of The Greatest Sports Movies ➔
- 10 Sports Movies Where The Main Characters Actually Lose ➔
- LeBron James Feels He Is The ‘Best Basketball Player That Ever Played The Game’ ➔
Technology
- There’s An Innovation Revolution Going On In Sports, And VC Firm Sapphire Is Helping Pay For It ➔
- New Red Bulls Training Facility Designed By Gensler To Feature Technology, Communication, Connection ➔
- Hologram Technology Allows People To Try Olympic Sports ➔
- Sports Illustrated Publisher Taps AI To Generate Articles, Story Ideas ➔
- Derek Jeter’s Sports Trading Cards Venture Brings Digital Innovation To A Favorite National Pastime ➔
Media
- 11 Super Bowl Instagram Captions To Use On Game Day — Even If You Don’t Like Sports ➔
- Tom Brady Is The GOAT To Many Americans. Elsewhere He's Just Some Guy ➔
- The Inside Scoop On How Sports Have Been Affected By The Latest Social Media Trends ➔
- Who Is Olivia Dunne? The College Gymnast Has 6.7 Million TikTok Followers ➔
Events
- The Kid LAROI And BIA To Perform At NBA All-Star Weekend Pre-Game Concert ➔
- The 2023 NASCAR Clash At The LA Coliseum Was Another Hit ➔
- South American Countries Pitch Joint Hosting Of 2030 World Cup ➔
- Meet Medium Rare: The Brains Behind Some Of The Biggest Super Bowl Events ➔
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