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☕ Toys'r'Sports, Thank Dad, Applebee's last commercials, 23 job offers, etc.

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Olivier Spaeth
September 04, 2024

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Top Story

Why toy brands such as Lego and Barbie are chasing more sports deals

As the toy industry seeks to regain its pandemic-fueled momentum, sports partnerships are emerging as a lucrative avenue. Iconic brands like Lego and Barbie are at the forefront of this trend, leveraging the enduring appeal of sports to drive sales and connect with a broader audience.

A Growing Market

Sports-related toys and licensing have experienced a significant surge in recent years. Revenue in the U.S. has skyrocketed 158% since 2020, reaching approximately $1.2 billion in the 12 months ending July 31. This growth is fueled in part by the enduring popularity of sports trading cards, which account for roughly 66% of the market.

Beyond Trading Cards

Beyond the trading card craze, toy brands are exploring new avenues within the sports market. Lego's collaboration with Nike, which will debut in 2025, is a prime example. This partnership aims to appeal to both children and adults, leveraging the collectible appeal of Lego sets and the iconic status of Nike.

Barbie's Commitment to Women's Sports

Barbie, too, is making significant strides in the sports arena. The brand has a long history of supporting women's sports, dating back to the introduction of its first sports doll in 1962. Recent initiatives include partnerships with the WNBA and MLB, as well as the launch of a new brand campaign focused on empowering young girls through sports.

The Appeal of Sports-Themed Toys

The growing popularity of sports-themed toys can be attributed to several factors. Parents are increasingly recognizing the importance of physical activity in childhood, making sports-related toys a desirable choice. Additionally, the multigenerational appeal of sports ensures that these products resonate with both children and adults.

A Strategic Move

For toy brands like Lego and Barbie, partnering with sports leagues and athletes allows them to tap into a passionate and engaged fanbase while also promoting healthy lifestyles and creativity. As the toy industry continues to evolve, sports-themed products are likely to remain a significant force in the market.

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Quick Takes

Football / US Football

How the new NFL app keeps you hooked on football all week - fast company

NFL Divides Fans With Promo Heavily Featuring Taylor Swift For 2024-2025 Football Season - deadline

Baseball

MLB’s virtual ballpark returns for four regular-season games in September - engadget

Soccer / Football

Owners may show same loyalty as fans if they faced 10-year commitment clause - the guardian

Court blocks Milei move to privatize football - dw

Motorsports

Ferrari: accelerating growth through strategic cross-marketing and sponsorship - info negocios

College Sports

What’s New at Beaver Stadium This Season - state college, wgal

Villanova refreshes athletics brand identity with new logo designs - sports biz journal 💰

Cricket

How SRL Premier League Cricket is redefining the fan experience - the nation

IPL valuation dips 10.6% due to demand-side constraints: D&P Advisory report - the hindu business line, exchange4media

Other Sports

Tata Communications on the crucial role of online experiences and how it will deliver for World Athletics - svg europe

International Weightlifting Federation joins the Global Esports Federation - esports insider

Sponsorship

The Browns’ home will be called Huntington Bank Field for the next 20 years - cleveland, the athletic 💰

Stetson, Insight Credit Union reach naming rights agreement for arena - spectrum news 13

Esportswashing': Inside the rise of high-carbon sponsorship in the gaming market - business green

Kaizen Gaming brand Stoiximan adds Cyprus League naming rights to CFA sponsorships - inside world football

Unusual fan experiences with SportyBet now “Official Betting Partner” of La Liga in Africa - ait

Bayer 04 Leverkusen, eToro announce two-year sponsorship pact - sports mint media

Stadium & Arena

Amazon opens 14 Just Walk Out stores in stadiums - sports biz journal 💰, omnitalk

How Michigan built the Big House, a symbol of college football controversy and lore - the athletic 💰

"A billionaire's toy': He says Lucas Oil roof cost $100M. Colts say it wasn't Irsay's idea" - indy star

Construction commences on Aramco Stadium - the stadium business

Cruz Azul is preparing to build new stadium - stadium db

Salford Council signs off on stadium acquisition - the stadium business

Utah football fans get a stadium upgrade they can like and finally share - the salt lake tribune

PWHL Toronto to play home games at Coca-Cola Coliseum in 2024-25 - daily face off

Putnam Stadium ready for big reveal - the daily independant

All the details of Espai Barça! FC Barcelona launches new website with project previews - fc barcelona noticias

Companies & Brands

US gambling sector’s ‘relentless’ social media posts breached own rules, study claims - the guardian

Vizrt makes sports analysis accessible to all with free version of Viz Libero - broadcast beat, advanced television

Abercrombie & Fitch continues partnership with NFL for Fall 2024 season - fashion united

Perfect match: summer of sport gives big boost to wine - the drinks business

How This Analytics Startup – A Spinoff Of GumGum – Tackles Sports Sponsorship Measurement - ad exchanger

Oddin.gg’s CEO Talks West Virginia Expansion and the Company’s Future Plans - esports bets

IMG to recruit football head in Americas - sportbusiness.com 💰

How Yonex Became A 55-Year Overnight Success In Tennis - forbes

Applebee’s CMO on how brand’s NFL sponsorship feeds its new campaign - marketing dive

Media

How NFL Streaming Will Work With Coverage Across Four Exclusive Platforms - front office sports

NBC Taps TikTok Influencers to Grab Younger Viewers for NFL Games - variety

Netflix Aims to Create Conversations with Live Events - boardroom

YouTube's Record-Breaking Olympics Coverage: Paris 2024 by the Numbers - tech times

Economy

Soaring sports team values create new pressure for owners on taxes, succession - cnbc

Men & Women

Tara McRae Is Returning to Puma as SVP of Marketing and Brand Strategy for North America - footwear news

Lorenzo Libutti is the new Director of Commercial Football Operations of Chelsea FC - lorenzo libutti

Rock Entertainment Group and the Cleveland Cavaliers Appoint Bill Fagan President of Business Operations - cleveland cavaliers

Long format

The Routledge Handbook of Esports offers the first fully comprehensive, interdisciplinary study of esports, one of the fastest growing sectors of the contemporary sports and entertainment industries. Global in coverage, the book emphasizes the multifaceted nature of esports and explores the most pressing issues defining the competitive video gaming landscape today.

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