Back-to-school season is shaping up to be a high-stakes moment for brands doubling down on digital spend, experiential activations, and fresh creative strategies. Budgets are climbing, campaigns are getting bolder, and partnership opportunities are expanding across multiple channels.
For agencies, sponsors, and adtech leaders, this means significant openings to align with brands as they prepare to capture consumer attention during one of the busiest shopping periods of the year.
Here’s a closer look at the six brands making the biggest moves and what their strategies mean for your next pitch:
1. Marine Layer: Digital spend surges for Millennial and Gen-X shoppers
Marine Layer’s year-to-date digital ad spend has jumped 240% to $10.2 million, with all 1.8 billion impressions delivered programmatically. Ads are running across Instagram, Facebook, Pinterest, and HGTV.com, connecting with Millennial and Gen-X consumers through sustainable storytelling and California-cool branding.
Back-to-school implications:
Expect a wave of cohort-based personalization and messaging that emphasizes sustainability, making the brand a strong fit for campaigns tied to fall wardrobe updates.
Key takeaways:
- Martech partners can bring advanced personalization tools to the table.
- Agencies should pitch creative that aligns with Marine Layer’s laid-back yet eco-conscious tone.
- The brand’s rapid spend growth signals potential expansion into additional digital formats.
Read the WinmoEdge article here.
2. Havaianas: Global AOR win signals lifestyle push
With GUT now leading as its global AOR, Havaianas is preparing to elevate its brand from flip-flops to a full-fledged lifestyle label. Global campaigns will focus on Europe, the US, and Asia, while local agencies continue to manage Brazil.
Back-to-school implications:
Havaianas will likely integrate its playful, summer vibe into campaigns that resonate with youth culture, tapping into experiential activations around campus and urban settings.
Key takeaways:
- Sponsorship opportunities tied to student and youth events could emerge quickly.
- Creative partners should position fresh concepts that match Havaianas’ global ambitions.
- Digital and experiential campaigns will dominate this next phase of growth.
Read the WinmoEdge article here.
3. Hellmann’s: Leveraging food holidays to drive buzz
Hellmann’s is primed to dominate snack time with the launch of three new dips, Buttermilk Ranch, Garlic Parmesan, and Spicy Ranch, timed with National Chicken Tender Day (July 27). National TV and digital ad spend is surging, with influencer and retail activations expected to follow.
Back-to-school implications:
These dips are well-positioned to become pantry staples as families stock up for school lunches, with social and retail promotions driving trial.
Key takeaways:
- Agencies can tap into the built-in buzz of food holidays to extend campaign impact.
- CTV and influencer activations will be crucial in sustaining visibility post-launch.
- Hellmann’s strong media presence opens the door for integrated campaign partnerships.
Read the WinmoEdge article here.
4. Hostess: Massive digital rebound
Hostess is back in a big way, increasing digital ad spend by more than 6,000% to $4.3 million YTD. The brand is running all impressions programmatically across Pinterest, Instagram, Facebook, YouTube, and niche sites like Flightrising, signaling a full-throttle digital push.
Back-to-school implications:
Expect snack-focused creative to dominate as Hostess positions itself as a go-to treat for kids and adults alike during the school year.
Key takeaways:
- Influencer-driven campaigns can amplify Hostess’ nostalgic appeal.
- Programmatic expertise will be in high demand to maximize ROI.
- The brand’s aggressive spend rebound signals a willingness to test new partners and tactics.
Read the WinmoEdge article here.
5. Michaels: New product lines to court JOANN’s loyalists
After acquiring JOANN’s IP, Michaels is expanding with 600+ new SKUs across fabric, sewing, and yarn categories. This rollout comes with a 163% increase in digital ad spend and a heavy focus on influencer collaborations and seasonal marketing.
Back-to-school implications:
Michaels is ready to own the DIY space during school project season, driving traffic both in-store and online through product expansion and targeted promotions.
Key takeaways:
- Agencies can propose creative strategies that unite JOANN’s loyalists with Michaels’ audience.
- Programmatic and CTV channels will play a bigger role in the brand’s seasonal campaigns.
- Influencer collaborations will be central to driving awareness and engagement.
Read the WinmoEdge article here.
6. Kodiak: High-protein innovation fuels campaign momentum
Kodiak is promoting its new Trail Bars and Frozen Breakfast Sandwiches to meet consumers where they are, on the go and health-conscious. Digital spend is up 84% YTD, with omnichannel marketing supporting the launches.
Back-to-school implications:
Convenience-focused products will resonate with busy families, positioning Kodiak as a smart choice for fueling school mornings.
Key takeaways:
- Health-focused messaging offers room for innovative influencer and retail campaigns.
- Martech vendors should target Kodiak’s omnichannel approach with cross-platform solutions.
- Expect Kodiak to sustain its momentum with continued investment in digital reach.
Read the WinmoEdge article here.
These brands are investing heavily to own the back-to-school conversation through creative storytelling, digital-first strategies, and experiential activations. Act quickly to align with these campaigns to ensure your agencies and tech partners secure a place in one of the season’s most competitive marketing windows.
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Want more insight into the back-to-school season? Download our eBook today!
Emerging Ad Formats: Interactive Video and Beyond
in Ad Sales, Marketing, Marketing Techby Samantha StallardAre you sitting out the conversation on interactive video and other immersive formats? If so, you may be handing your opportunities to someone else. Budgets are shifting overnight, and clients still expect fresh thinking that sparks innovation while delivering measurable business results. Other agencies are already pitching “what’s next” with emerging ad formats. The question is: are you?
These formats are already delivering the kind of engagement, conversion, and brand recall CMOs want to highlight in their QBRs. Agencies that bring these opportunities forward first are locking budgets early and strengthening client relationships.
That’s where Winmo comes in. We help you spot opportunities before they’re public, connect with the right decision-makers, and back up your recommendations with data and examples that earn trust.
Interactive video makes audiences lean in.
Interactive features like clickable hotspots, shoppable moments, “add-to-cart” buttons, surveys, and 360° views are delivering:
These numbers consistently get attention in the pitch room and highlight why interactive video is now a preferred format for modern agencies and brands.
The best way to make a case for an emerging format is to show what it can do in the real world.
Successful interactive video campaigns prove their ability to drive measurable business results. Below are real-world examples of how marketers are leveraging interactive video and other emerging advertising formats to boost engagement, conversions, and brand recall:
1. Amazon
Layered interactivity into its Streaming TV offering with pause ads and shoppable moments, allowing viewers to shop or learn more with a single click of their remote. By removing friction between interest and action, the campaign delivered 10x higher engagement than standard video placements.
2. IKEA
ook a different approach, using an AR-powered video app to help customers preview products in their own homes before making a purchase. This mix of utility and immersion lifted sales by 15% and generated over one million downloads, setting a new benchmark for home goods marketing.
3. Deloitte
Demonstrated that interactive video isn’t limited to retail. Its recruiting campaign walked prospective candidates through real-world scenarios, letting them explore potential roles in an engaging, choose-your-own-adventure format. The result: deeper brand connection and a measurable boost in engagement with job seekers.
For agencies, these examples serve as concrete proof points that can validate a recommendation and add weight to a pitch.
Other rich media worth pitching:
How to put interactive video into practice with Winmo
Pro tip: Use Winmo’s filters to find brands with both rising digital video budgets and recent interactive activations; those are often the most open to new conversations.
Interactive video and other rich media formats aren’t the future of advertising; they’re delivering results now., Brands are already shifting budgets toward them, and the agencies that win are the ones who spot those moves early, get in front of the right decision-makers, and pitch ideas grounded in performance data. The difference between reacting to a brief and shaping it from the start isn’t just timing, but positioning yourself as the partner who defines what’s next.
Ready to start spotting new business moves before your competitors? Winmo has the context and the verified intel to keep you one step ahead. Try it today, no strings attached.
How Privacy Shapes Go to Market Success in 2025
in Ad Sales, Marketing, Marketing Techby Samantha StallardPrivacy laws are tightening, and expectations are rising across every channel. Sixteen U.S. states now enforce comprehensive consumer data laws, with more legislation focused on health data, profiling, and data broker disclosures. Enforcement actions are growing more frequent, and the cost of noncompliance is rising, both financially and reputationally.
Responsible data practices shape how a brand is perceived, how internal teams work together, and how deals are won or lost. Data governance is not a back-office compliance issue. It’s a core component of how companies go to market, build trust, and grow responsibly. For Winmo users and partners, the path forward is clear, and the opportunity is real.
1. Track and comply with state and federal privacy laws
State regulations are more specific and enforceable than ever. Minnesota’s Consumer Data Privacy Act takes effect on July 31, 2025, and includes restrictions on profiling and purpose-limitation requirements. Other states, including Oregon, Texas, and Florida, have implemented strict rules regarding notice, opt-outs, and data minimization.
As marketing and sales teams push campaigns across multiple regions, we have to align messaging, targeting, and data use with these legal frameworks from the start. Privacy compliance is now a planning input.
Key actions:
2. Strengthen transparency and consent
Privacy policies must be more than a legal formality. Under the CPRA, businesses are required to disclose retention timelines for each category of data collected. Colorado and Connecticut require clear consent protocols and accessible opt-out mechanisms, especially for sensitive data.
As someone responsible for how we communicate with our own customers, I know the value in making privacy language readable, visible, and honest. When brands lead with clarity, customers reward that transparency with engagement and loyalty.
Key actions:
3. Limit collection to what is necessary
The CPRA and other new state laws prohibit collecting and storing consumer data without a defined, necessary business use. Virginia, Colorado, and Oregon require privacy impact assessments for high-risk activities like behavioral profiling or location tracking.
As marketing programs become more data-intensive, we’re focusing our teams on data that is useful, intentional, and secure. Minimization improves performance and simplifies compliance. It also creates cleaner inputs for campaign planning and measurement.
Key actions:
4. Position data ethics as a business value
Responsible data use directly influences revenue outcomes. Cisco found that 92% of U.S. consumers consider data privacy important when choosing brands. Procurement teams and enterprise buyers are evaluating privacy practices as part of vendor due diligence.
At Winmo, we treat privacy as a core part of brand identity. It’s a reason for customers to choose us, trust us, and stay with us.
Key actions:
5. Use Winmo data within approved guidelines
Winmo data is licensed for internal business development. Redistribution or external sharing violates our terms and puts clients at legal and reputational risk. Clients are also expected to provide appropriate opt-outs, respond to subject access requests, and maintain clear data policies on their websites.
Our platform is designed to give sales and marketing teams a strategic edge. That edge depends on responsible use. When our data is handled properly, it becomes more powerful, not less.
Key actions:
Responsible Data Checklist for 2025
Clear data governance improves cross-functional alignment, sharpens go-to-market execution, and builds lasting customer relationships. When handled responsibly, data becomes a strategic asset that drives business forward. Winmo is committed to helping our clients lead with discipline, transparency, and long-term focus.
Top Advertising Trends for the 2025 Holiday Season
in Breaking News, Marketing, Salesby Samantha StallardThe 2025 holiday season is reshaping how marketers plan, spend, and execute. Inflation may be cooling, but consumers remain cautious and budget-focused, starting their shopping months earlier than before. That shift, combined with accelerated adoption of connected TV (CTV), omnichannel campaigns, and AI-driven personalization, is forcing brands to adapt quickly.
Marketers that move early, stay agile, and deliver authentic, value-driven experiences are best positioned to capture holiday spend.
Holiday shopping is starting earlier and lasting longer
Holiday calendars are stretching beyond the traditional “Cyber 5.” Shoppers are locking in deals as early as July and August, with September and October activity rising, while December’s share of spend is declining.
For agencies and sellers, prospecting must begin now, not in Q4.
Connected TV and omnichannel campaigns are defining the holiday media mix
Over half of US advertisers are projected to increase CTV budgets. Retail leaders are using CTV’s cost-per-outcome models and attribution strength to anchor holiday mixes, often paired with omnichannel execution.
Consistency across online, offline, and in-app channels is now a baseline requirement.
Consumers are prioritizing authenticity, value, and trust
Shoppers prefer campaigns that feel seasonal and relatable, with value at the forefront. Discounts, bundles, and loyalty benefits remain central to conversion.
Micro-creators and purpose-driven stories are proving essential for building trust and driving early purchases.
Advanced tactics are rounding out holiday strategies
Privacy-aware targeting, retargeting, and AI-driven personalization are now standard. Brands are using themed bundles, loyalty programs, and experiential activations to convert seasonal browsers.
The key takeaways are clear for 2025
The 2025 holiday season is more competitive and more opportunity-rich than in years past. Brands that prioritize agility, authenticity, and omnichannel personalization will stand out. Agencies and sellers aligning with these spenders now will have the advantage.
Ready to lead the holiday ad race? Download the 2025 Holiday Spenders Industry Report for exclusive access to:
This report is your advantage for Q4 planning. Download it now and turn insight into revenue.
Sustainability Leaders to Watch in Fall 2025
in Agency New Business, Marketing, Sponsorshipby Samantha StallardSustainability is shaping where brands put their money this fall. From pro sports to luxury fashion, marketers are tying budgets to measurable environmental impact. For agencies, this is a clear signal: decision-makers are looking for partners who can turn sustainability goals into campaigns that drive reach, credibility, and loyalty.
This is the moment to lean in. The brands below are active, allocating budget, and building programs that require agency, media, and tech support. Winmo users should prospect into these accounts now, reference their current initiatives, and pitch solutions that show you understand the business value of sustainability.
San Francisco 49ers
What’s happening: The 49ers expanded their Faithful to the Planet coalition to 13 sponsors, adding Lexus, NetApp, and PG&E in 2025. The program drives retail promotions, volunteer activations, and sustainability summits.
Sales lead: Digital spend is up 775% YoY, hitting $355k YTD. Partners need agency support for storytelling, PR amplification, and experiential programming.
Your move: Pitch creative that ties environmental messaging to sports culture. Co-branded digital campaigns, influencer-led storytelling, and community-focused events will land.
Toad&Co
What’s happening: Toad&Co is rolling out eco-friendly packaging as part of its commitment to reducing plastic waste and aligning with outdoor lifestyle values.
Sales lead: The shift positions Toad&Co as a sustainability-first apparel brand, opening the door for partnerships that connect packaging innovation to storytelling and consumer engagement.
Your move: Pitch retail campaigns and digital content that showcase Toad&Co’s packaging as part of its broader sustainability journey, reinforcing brand loyalty among eco-conscious consumers.
prAna Living
What’s happening: prAna continues its leadership in sustainable fashion by introducing packaging alternatives to plastic, reinforcing its reputation as a pioneer in responsible apparel.
Sales lead: prAna’s consistent sustainability focus makes it an attractive partner for campaigns that highlight transparency, consumer education, and responsible adventure.
Your move: Pitch integrated campaigns that spotlight prAna’s packaging overhaul within the larger context of its environmental initiatives, connecting circular values to consumer purchase intent.
Budgets are shifting to measurable commitments
The money is following carbon offsets, waste reduction data, and traceable supply chains. Media planning favors carbon-neutral vendors and partners offering environmental certification. Creative executions increasingly use recycled materials, solar-powered signage, and transparent reporting to build credibility. Agencies that can connect sustainability to ROI and consumer loyalty will win the work.
How agencies should act now
Brands making sustainability a centerpiece of their fall 2025 campaigns are signaling where new budgets and opportunities are opening up. Agencies that align their outreach with these priorities will position themselves as indispensable partners. Here’s how to turn these insights into action:
Prioritize the right brands: These companies are moving money into sustainability and need partners immediately.
Lead with solutions: Show how your services directly advance goals like ESG compliance, waste reduction, or circular economy campaigns.
Sell innovation: Position green media buying, carbon-neutral events, and ESG-focused content strategies as must-have services.
Bring proof: Share case studies that link sustainability to measurable growth and consumer loyalty.
Show up: Be present at sustainability events where these brands are making announcements and looking for collaborators.
Fall 2025 sustainability budgets are live. Agencies that connect brand commitments to consumer engagement will secure new business and long-term growth.
Maximizing ROI from Experiential Marketing in 2025
in Agency New Business, Events, Marketingby Samantha StallardExperiential marketing in 2025 is a direct path to revenue growth, brand differentiation, and customer loyalty. The numbers prove its weight: 85% of consumers report being more likely to buy after an experience, over half of marketers expect in-person event budgets to rise this year, and customers are willing to pay more when a brand creates an emotional connection.
This channel now competes with digital and broadcast for top-line impact because the best activations integrate seamlessly into larger campaigns. They are timed to high-intent moments, targeted to the right audiences, and supported by clear measurement plans that link participation to sales. Brands that treat experiential as a strategic growth lever, not a standalone stunt, are seeing measurable returns.
Here are five examples of how leading brands are structuring experiential initiatives in ways that drive business results, and what you can take from their playbooks.
1) Adidas: Turning collegiate loyalty into sales
Adidas’ renewed partnership with the University of Tennessee is an opportunity to own high-visibility moments in NCAA sports and convert fan loyalty into merchandise sales. Expect this to roll out through coordinated campaigns, athlete endorsements, and on-campus experiences that drive both immediate purchases and lifetime value. With Latitude on experiential and production, Adidas is positioned to create gameday environments that move product on-site and online.
2) New England Aquarium: Building attendance through story-driven experiences
The New England Aquarium’s latest campaign uses the emotional pull between humans and marine life to attract families, tourists, and locals. This message is primed for in-person experiences that immerse guests in that connection, whether through interactive exhibits or traveling pop-ups in high-footfall locations. Every visitor interaction is an entry point to drive ticket sales, memberships, and retail purchases, supported by digital retargeting to extend the relationship beyond the visit.
3) Olipop: Turning customers into scaled media channels
Olipop’s latest nostalgia-themed campaign made customers the star. Between retro motel takeovers in Austin and 5,000 low-cost “influencer” boxes distributed via Amazon, the brand generated a flood of authentic social content. This approach extends awareness far beyond the event footprint while driving trial through a purchase-linked activation. The cost efficiency and reach are magnified when every participant becomes a content creator and brand advocate.
4) Urban Outfitters: Converting seasonal attention into revenue
Urban Outfitters’ “UO Haul” campaign tied a Manhattan scavenger hunt, a private concert, and upcoming campus pop-up shops to the back-to-school season. These events are not just about engagement—they create urgency to buy by pairing the experience with exclusive product access and purchase incentives. By hitting multiple touchpoints in a short window, the brand stays top-of-mind during one of Gen Z’s highest spending periods.
5) FlyQuest: Expanding audience through cultural crossovers
FlyQuest’s collaboration with K-beauty brand BRMUD shows how cross-industry partnerships can open entirely new customer channels. By merging gaming culture with skincare in both digital and physical activations, both brands tap into shared values like self-expression and identity. The overlap creates fresh reasons to engage and buy, pulling in consumers who might not have been reached through traditional category marketing.
For brands: Look beyond your own sector for partners who share your audience values. Create an experience that speaks authentically to both customer groups, splitting costs while multiplying reach.
Experiential marketing delivers ROI when it is targeted, timed, and tied to a measurable outcome.
These brands are using it to create emotional resonance, drive immediate sales, and build loyalty over time. For 2025, the most successful strategies will integrate live experiences into the full marketing funnel, connect attendance to transactions, and extend the impact through digital channels.
Top Influencer Marketing Platforms to Watch
in Agency New Business, Marketing, Marketing Techby Samantha StallardInfluencer marketing is a $10 billion industry in the U.S. this year, driving how brands connect with audiences across every channel. What began as a handful of product placements has grown into a sophisticated, measurable tactic that sits alongside paid media in the marketing mix.
And the creator economy is shifting just as fast. TikTok is still the platform to beat, but Instagram and YouTube are making aggressive plays to capture short-form attention. Newer players are popping up with fresh ways to link content to commerce. Brands are leaning into longer-term creator relationships, co-branded products, and full-funnel campaigns that turn influence into revenue. Agencies and media sellers who can see these moves before the competition are the ones winning the business.
That is why Winmo added Influencer Insights to our Sponsorship Hub. We are now tracking over 265 brands and 239 creators active in the space, with verified data on who is spending, where they are active, and when deals are happening. This is prospecting fuel and early signals that let you connect with brands while budgets are still in play.
But managing campaigns is only half the game.
When you layer Influencer Insights on top of leading influencer marketing platforms, you have the full pipeline covered. These platforms take it from there with activation, management, and reporting.
Influencer Marketing Platforms Moving the Needle in 2025
1. Winmo’s Sponsorship Hub
2. Sprout Social
3. Upfluence
4. GRIN
5. LTK
6. Pearpop
Other tools like Brandwatch, NeoReach, Afluencer, and Influencity are worth watching, and emerging players like ShopMy and Captiv8 (now backed by Publicis) are pushing the category forward. But the platforms here deliver the strongest mix of prospecting power and execution capabilities today.
Brands are spending more. Campaigns are more strategic. The competition to win those budgets is intense. With Winmo’s Influencer Insights, you have the data to get in early. Pair it with the right platform, and you have everything you need to close. 2025 belongs to the teams who prospect with precision and execute at scale.
6 Back to School Brands Planning Major Campaigns
in Agency New Business, Breaking News, Marketingby Samantha StallardBack-to-school season is shaping up to be a high-stakes moment for brands doubling down on digital spend, experiential activations, and fresh creative strategies. Budgets are climbing, campaigns are getting bolder, and partnership opportunities are expanding across multiple channels.
For agencies, sponsors, and adtech leaders, this means significant openings to align with brands as they prepare to capture consumer attention during one of the busiest shopping periods of the year.
Here’s a closer look at the six brands making the biggest moves and what their strategies mean for your next pitch:
1. Marine Layer: Digital spend surges for Millennial and Gen-X shoppers
Marine Layer’s year-to-date digital ad spend has jumped 240% to $10.2 million, with all 1.8 billion impressions delivered programmatically. Ads are running across Instagram, Facebook, Pinterest, and HGTV.com, connecting with Millennial and Gen-X consumers through sustainable storytelling and California-cool branding.
Back-to-school implications:
Expect a wave of cohort-based personalization and messaging that emphasizes sustainability, making the brand a strong fit for campaigns tied to fall wardrobe updates.
Key takeaways:
Read the WinmoEdge article here.
2. Havaianas: Global AOR win signals lifestyle push
With GUT now leading as its global AOR, Havaianas is preparing to elevate its brand from flip-flops to a full-fledged lifestyle label. Global campaigns will focus on Europe, the US, and Asia, while local agencies continue to manage Brazil.
Back-to-school implications:
Havaianas will likely integrate its playful, summer vibe into campaigns that resonate with youth culture, tapping into experiential activations around campus and urban settings.
Key takeaways:
Read the WinmoEdge article here.
3. Hellmann’s: Leveraging food holidays to drive buzz
Hellmann’s is primed to dominate snack time with the launch of three new dips, Buttermilk Ranch, Garlic Parmesan, and Spicy Ranch, timed with National Chicken Tender Day (July 27). National TV and digital ad spend is surging, with influencer and retail activations expected to follow.
Back-to-school implications:
These dips are well-positioned to become pantry staples as families stock up for school lunches, with social and retail promotions driving trial.
Key takeaways:
Read the WinmoEdge article here.
4. Hostess: Massive digital rebound
Hostess is back in a big way, increasing digital ad spend by more than 6,000% to $4.3 million YTD. The brand is running all impressions programmatically across Pinterest, Instagram, Facebook, YouTube, and niche sites like Flightrising, signaling a full-throttle digital push.
Back-to-school implications:
Expect snack-focused creative to dominate as Hostess positions itself as a go-to treat for kids and adults alike during the school year.
Key takeaways:
Read the WinmoEdge article here.
5. Michaels: New product lines to court JOANN’s loyalists
After acquiring JOANN’s IP, Michaels is expanding with 600+ new SKUs across fabric, sewing, and yarn categories. This rollout comes with a 163% increase in digital ad spend and a heavy focus on influencer collaborations and seasonal marketing.
Back-to-school implications:
Michaels is ready to own the DIY space during school project season, driving traffic both in-store and online through product expansion and targeted promotions.
Key takeaways:
Read the WinmoEdge article here.
6. Kodiak: High-protein innovation fuels campaign momentum
Kodiak is promoting its new Trail Bars and Frozen Breakfast Sandwiches to meet consumers where they are, on the go and health-conscious. Digital spend is up 84% YTD, with omnichannel marketing supporting the launches.
Back-to-school implications:
Convenience-focused products will resonate with busy families, positioning Kodiak as a smart choice for fueling school mornings.
Key takeaways:
Read the WinmoEdge article here.
These brands are investing heavily to own the back-to-school conversation through creative storytelling, digital-first strategies, and experiential activations. Act quickly to align with these campaigns to ensure your agencies and tech partners secure a place in one of the season’s most competitive marketing windows.
—
Want more insight into the back-to-school season? Download our eBook today!
[eBook] 12 Brands Activating Sports Sponsorship in Q3 2025
in Marketing, Sponsorshipby Samantha StallardThe sports sponsorship market is surging, with a projected value of $70.34B in 2025, up from $66.67B in 2024, reflecting a 5.5% year-over-year increase. And no quarter is more action-packed than Q3. While some brands are still mapping out Q4 campaigns, the savviest advertisers are already on the field investing in live sports, digital activations, and fan-first content strategies.
Introducing the Latest Winmo eBook: 12 Brands Activating Sports Sponsorship in Q3 2025
This new Winmo eBook is your fast track to the sponsorship intel powering this summer’s most valuable brand partnerships, including creative trends, media spend insights, and direct contact info for top decision-makers.
These brand moves align with broader market trends. The global sponsorship market, which includes both sports and non-sports activations, is expected to hit $115B in 2025 and climb to $160B by 2030, fueled by league expansion, streaming integration, and digital-first campaigns.
Here’s a preview of the brands making bold sponsorship moves in Q3 2025:
Why this matters for sellers and agencies
Brands are spending smarter. Rights fees are under more scrutiny, and marketers are consolidating portfolios, prioritizing fewer, better-measured sponsorships. They also seek more than visibility– they want personalized engagement, cultural alignment, and measurable impact.
While the top four North American leagues still account for over 80% of sponsorship value, there’s rapid growth in segments like women’s sports, esports, and purpose-led partnerships, especially among Gen Z and Millennial fans who value social impact and digital-first content.
Add to that the rise in AR/VR activations, shoppable video formats, and AI-powered sponsorship optimization, and you’ve got a new playbook for what impactful sponsorship looks like in 2025.
In this eBook, you’ll access the insights Winmo customers implement on a daily basis, including:
Whether you’re selling media, creative, or experiential services, this playbook breaks down where the money’s going and how to get in front of it.
> Download the eBook Now <
Summer 2025 Campaigns Go All In on Targeted Storytelling
in Agency New Business, Breaking News, Marketingby Samantha StallardThis summer, major brands are reshaping their marketing strategies with targeted, culturally informed campaigns that meet each audience segment with precision. From Gen-Z-focused lifestyle pivots to Millennial and Gen-X loyalty plays, brands are investing in creative agency shifts, digital-first activations, and influencer-led moments designed to deepen brand relevance.
Audience Alignment Leads Creative Strategy
OtterBox: OtterBox’s partnership with Digitas as global creative AOR signals a significant brand repositioning. The new “Made for Yes” campaign highlights Gen Z values like individuality, spontaneity, and inclusivity. The brand is prioritizing:
Bumble: Bumble appointed Special US to lead its first global brand campaign, moving creative work out-of-house for the first time. Key priorities include:
Dunkin’: Dunkin’ continues to connect with Gen Z through its second campaign with Sabrina Carpenter. The hotline-themed summer ad is:
Culture-Driven Storytelling Remains Central
BIC: BIC is seeing long-term returns on its celebrity-driven strategy. The latest Snoop Dogg and Martha Stewart ad promotes:
Subway: Subway is embracing entertainment partnerships with a digital-first campaign tied to “Happy Gilmore 2.” Key features:
Millennial-Focused Brands Emphasize Value and Wellness
Blue Buffalo: General Mills is taking its Blue Buffalo brand national with the launch of “Love Made Fresh,” targeting Millennial and Gen-X pet owners. Strategic priorities:
Target: Target’s back-to-school campaigns split messaging by demo, with new creative led by Anomaly and Crispin. Campaign elements include:
Key takeaways for brand and agency leaders
This summer’s campaigns reflect a broader movement toward precision marketing. Brands are aligning creative, media, and partnerships with specific generational segments to drive deeper relevance and engagement. Gen Z strategies are centered on individuality, spontaneity, and creator-led content across platforms like TikTok, Instagram, and YouTube. For Millennial and Gen-X audiences, campaigns lean into themes of wellness, value, and cultural touchpoints that foster long-term loyalty.
Agency reviews and AOR transitions are picking up as brands seek faster creative execution and sharper market positioning. Many are expanding into cross-channel strategies that integrate CTV, OOH, and social placements with strong return potential. These moves signal a shift toward integrated storytelling that balances reach with resonance.
Looking to track agency shifts and campaign investments in real time? Reach out to the Winmo team for custom lead insights.
Track Festival Sponsorship Deals Faster with Winmo’s New Filters
in Breaking News, Events, Festivals & Events, Marketing, Sponsorshipby Samantha StallardWinmo just made it that much easier to find brands investing in culture. You can now filter sponsorship data by music festival, film festival, and entertainment categories, as well as technology and innovation conferences. This new feature helps users zero in on brands backing live experiences. And gives a clear path to the teams behind the spend.
If you work in sponsorship sales, timing matters. This update helps you act early, target precisely, and pitch with the right context.
Available as part of Winmo’s Sponsorship Hub, which maps brands to sports sponsors, influencers, and now event sponsors, Winmo’s festival and event sponsor data paves a clearer path to engaging marketers with an appetite for in-person marketing activations.
To give you a behind-the-scenes pass to brands sponsoring events and festivals, Winmo has created a downloadable report of 5 Brand Sponsorships Defining the Festivals & Events Scene.
Here’s a sneak peek at some brands showing up across events and activations in 2025 and how you can use their strategies to build new business:
Pinterest at Coachella 2025
Event type: Music festival
Placement: Festival-wide creativity and discovery partner
Activation description: Pinterest focused on inspiring personal expression with
Why it matters: Pinterest positioned itself as a key player in cultural discovery by meeting Gen Z where they are and delivering curated, creative experiences. The activation gave agencies and brand marketers a clear example of how to translate digital behavior into real-world engagement.
Intel at Austin City Limits Music Festival 2025
Event type: Music festival
Placement: Official technology sponsor with immersive, on-site brand integrations
Activation description: Intel brought its innovation story to life through interactive, future-focused experiences:
Why it matters: Intel turned ACL into a platform for experiential storytelling, using technology to drive connection and creativity. This activation shows how innovation-led brands can deepen relevance by designing experiences that feel both useful and culturally in sync.
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