Off the Bench, Into the Buzz: Unique Ways to Score Big

The Super Bowl is still the most-watched television broadcast, reaching over 127 million viewers in 2025. While not every brand can create a Super Bowl ad—but there are plenty of ways for brands harness and create unconventional partnerships to stand out in the red-hot sports market. In this fireside conversation between MWW’s Bret Werner and FanDuel, you’ll real-world stories of how unexpected alliances have elevated brand visibility, from podcast sponsorships to partnering with niche sporting events. We’ll also explore the growing realm of athlete-influencers and the importance of authenticity: aligning with a sports organization or athlete whose values genuinely match your brand’s mission. Attendees will come away with fresh ideas to develop multi-faceted campaigns—combining on-ground activations, exclusive behind-the-scenes access, and digital storytelling to create maximum buzz. You’ll leave with a playbook for forging partnerships that go beyond the scoreboard, breaking into new editorial spaces and leaving a lasting impression on fans and media alike.