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Consumers鈥攅specially Gen Z鈥攁re eager to spend on live events: Summer concert ticket sales are at record levels thanks to high-profile stadium tours and the strong appeal of live experiences.

Square will roll out at Rogers Stadium when it opens June 29. Live Nation will use a range of Square solutions鈥攊ncluding Square Online, which will let Budweiser Stage attendees order from their seats. Major upcoming festivals that will feature Square payments include Veld Music Festival, Electric Island, and Badlands.

Platforms like X and Snapchat trail behind, suggesting that video-forward ecosystems with easy shareability are the new stadiums for younger fans. Conventional television networks are also losing ground. The broadcast and cable consumption of live sports decreased by 6 and 10 percentage points, respectively, between January 2024 and January 2025.

Expect Poppi to appear widely in Pepsi鈥檚 distribution network鈥攆rom stadiums to airlines. 5. Louis Vuitton. Luxury brand Louis Vuitton is launching its first major makeup line in partnership with celebrated artist Pat McGrath. While the brand had a small cosmetics line in the 1920s, this is its first big move into modern beauty.

In August, brands got physical, with Olipop entering a new stadium, Nordstrom inking a deal with Rihanna, and Walmart growing with nonendemic retail media opportunities. Others took a more digital approach, making shopping more seamless on social media sites and AI-powered search. Here are the moves that made our analysts name eight brands to our unofficial most interesting list in August.

But there are options beyond exclusive NFL team sponsorship, such as stadium rights, partnering with college teams, and sponsoring individual athletes, which could help banks align with high-engagement moments and increase brand visibility without committing to multimillion-dollar contracts.

The news: Disney+ Hotstar will exclusively stream Coldplay's largest-ever concert from India's 132,000-capacity Narendra Modi Stadium on January 26, marking a significant expansion of the platform's content beyond sports. Content expansion: Disney+ Hotstar aims to transform Indian streaming.

So Poppi, which is already a huge brand online, will keep getting bigger as you're able to get it in stadiums and maybe on airplanes. Sky Canaves:. And I already see it in stores everywhere and its other competitor Olipop, they just seem to have gotten everywhere in front of me, by the cash registers at the supermarket, right next to the cases with the traditional sodas.

So you know what I'm curious about now is what the biggest stadium is, right? Suzy Davidkhanian (03:21):. That's right. Jasmine Enberg (03:21):. Because the first one you mentioned in Italy that was in a park. Suzy Davidkhanian (03:25):. I'm with you. Paul Verna (03:25):. I guess the Maracan茫 Stadium. Marcus Johnson (03:28):. Yes.

The news: We鈥檝e covered sports sponsorships and stadium naming rights as a marketing strategy, but some financial institutions (FIs) are trying a new variation. Elevations Credit Union has launched a strategy aimed at deepening relationships with its sports-loving customer base.

Amazon has licensed its Just Walk Out tech for clients ranging from stadiums to mobile phone stores and apparel retailers. A tide of new entrants鈥攍ike Zippin, Grabango, AiFi, and Trigo鈥攐ffer similar technology. They have good timing: Over half of Gen Z and millennial shoppers prefer self-checkout over traditional registers, per a November 2023 NCR Voyix survey.

Amazon鈥檚 Just Walk Out has also been ramping up its partnership deals, launching in new NFL stadiums and more college campuses. Our take: Grabango鈥檚 closure isn鈥檛 a sign that the cashierless tech industry is suffering as a whole. It鈥檚 more likely that smaller tech companies like Grabango can鈥檛 compete financially with big names like Walmart and Amazon.

It has since shifted focus to licensing Just Walk Out to third-party retailers, such as NFL stadiums and college campuses. Our take: The closures are the latest sign of the ecommerce giant鈥檚 struggles to find the right formula for physical retail.

Hochberg offered a striking comparison: 鈥淚f you took every fan of the NBA who went to a live game at a stadium, MSG, all teams, all games, all season, 20,000 people, every time ... more time is spent in just one marketing experience on Roblox.鈥�. However, brands must approach these spaces thoughtfully to realize their full potential. Create tailored experiences for virtual environments.

Amazon landed Just Walk Out partnerships with more NFL stadiums and college campuses, writes our senior research analyst covering payments Grace Broadbent. She explains that the cashier-less technology will be used at a handful of new stores at the home stadiums of NFL teams, the Seattle Seahawks, Washington Commanders and Baltimore Ravens.

State Farm, for instance, filmed a video featuring its brand mascot Jake and TikTok superstar Khaby Lame together at State Farm Stadium, the venue for this year鈥檚 Super Bowl. For a deep dive into the creator economy鈥檚 growing power, see our September 2023 report 鈥淚nfluencer Marketing 2023.鈥�. Prioritize customer segmentation to align with pullback from growth at all costs.

State Farm, for example, posted a series of TikToks featuring brand mascot Jake and internet star Khaby Lame at State Farm Stadium ahead of the 2023 Super Bowl鈥攁nd then embedded the videos in TV ads. Banking鈥檚 digital realignment will reinforce growth. The banking sector suffered a sharp digital ad spend slowdown. Growth torpedoed in 2022 and 2023, falling to as low as 1.5%.

The feature will debut at Denver MLB stadium Coors Field. How it works: Age verification complements Amazon One鈥檚 existing infrastructure. Customers can go to the Amazon One website and upload the front and back of their government ID along with a selfie. Once signed up, customers won鈥檛 need to show an ID when purchasing alcohol at participating venues.

Amazon plans to open more Just Walk Out stores this year than ever before, adding to over 170 third-party locations at airports, stadiums, hospitals, and more in the US, UK, Australia, and Canada. In July, the company also announced updates to Just Walk Out that boosts accuracy even in the face of camera obstructions, poor lighting conditions, and unpredictable shopping behaviors.

So I think it's something that we'll see more frequently as we travel, as we're in airports and stadiums, it'll become a little bit more normalized in those types of environments. Sarah Lebow (13:31):.

New York City digital grocer FreshDirect鈥檚 new out-of-home (OOH) campaign, which expanded upon the brand鈥檚 partnership with the Yankees, included a wrapped subway train to the stadium, a co-branded delivery truck, a branded terrace to watch the games, and tote bags.

While Just Walk Out works well for convenience stores and stadiums, it鈥檚 ill-suited to handle the complexities of grocery shopping, especially when it comes to larger baskets involving produce and other loose items. The technology relies on an extensive network of cameras and sensors to track what people put in their carts.

The Red Sox a little smaller stadium, but they were good during that period. Marcus Johnson (02:46):. Red Sox yet hold the records for the largest number of consecutively sold out home games at a US sports stadium at Fenway Park and it was for 794 regular season games or 820 if you include playoffs.

Swift, who is no stranger to selling out football stadiums, has been a figure at most recent Chiefs games, cheering on boyfriend and tight end Travis Kelce. Apex Marketing Group estimates Swift has created a 鈥渂rand value鈥� of $331.5 million for the Chiefs and the NFL. It鈥檚 easy to see the singer's brand value in action.

Taft just stood up from his front row seat in the stadium and threw it from there. Rajiv Leventhal (03:13):. Amazing. Blake Droesch (03:13):. I respect that. Marcus Johnson (03:14):. Yeah. Anyway, today's real topic, is this the end of convenience? (03:28):. So this was a suggestion from Stuart who runs the team, this topic, and a good one of that.