Competitive Edge is a weekly sports and entertainment marketing news service that highlights unique and relevant news throughout the school year. The questions provided for student discussion will help to create a bridge between industry strategies/trends and the topics you are covering in class.
When then-21-year-old alpine ski racer Lindsey Vonn first joined Under Armour in 2006, the decade-old apparel and performance brand out of Baltimore didn’t offer much in terms of women’s-specific apparel or gear. Like many companies before it and at that time, Under Armour fell victim to the “shrink it and Read more…
Since boxing has returned from the sports hiatus, the sport’s linear television ratings have been in decline. Top Rank cards on ESPN have drawn just 332,000 viewers since June 9th (down -51% from the 680,000 viewers averaged between Aug.’19 and Apr.’20), while Premier Boxing Champions has seen -36% of its Read more…
Japan’s Olympic Minister insists the rearranged Tokyo2020 Games must be held “at any cost”, while the International Olympic Committee says only that it is committed to delivering a safe event. But with less than a year before the July 23-Aug. 8 Games are due to start, the hugest of question Read more…
Hyundai is partnering with World Wrestllng Entertainment and the United Nations for two separate activations. The WWE project is a 10-episode content series called “Drive For Better.” It features WWE Superstars telling stories and taking part in appearances across the country that demonstrate WWE and Hyundai’s mutual dedication to enriching Read more…
Right about now, more than 150 of the world’s most elite cyclists are charging up Col de la Hourcère in the French Pyrenees. Over a 3-week period from August 29th to September 20, these aerobic beasts will traverse some 2,165 miles up and over 8 mountain passes. They’ll spend more Read more…
Just eight days after McDonald’s kicked off its collaboration with rapper Travis Scott, the fast-food giant is reporting some ingredient shortages tied to the promotion. The meal comes with a Quarter Pounder burger with cheese, bacon and shredded lettuce, Sprite soda and fries dipped in BBQ sauce, for just $6. Click here to Read more…
Ahead of his world title defense at UFC 253, Israel Adesanya has lined up a sponsorship deal with Puma. Puma made the announcement with a special video showing the Nigerian-born New Zealand mixed martial arts fighter standing ontop of Auckland’s Sky Tower. The undefeated UFC Middleweight Champion now stands as Read more…
Subway restaurants, the Official Sandwich Sponsor of the National Football League ,?is bringing players and fans together through a friendly competition to get them dancing on-the-field and on social to raise money for a worthy cause. With choreography led by NFL legend and notorious high-stepper, Deion “Primetime” Sanders, Subway dubbed Read more…
Kia Motors America is partnering with the Television Academy for what the automaker is calling a first-of-its-kind integration. The K5 will be prominently featured in high-profile moments during the telecast. Each K5 appearance will highlight the midsize sedan’s style, performance and driving dynamics. Click here to read the story from mediapost.com. Questions Read more…
In a litmus test for American moviegoing during the pandemic, Christopher Nolan’s “Tenet” brought in an estimated $20.2 million through the holiday weekend in U.S. and Canadian theaters. The result could be greeted as either the rejuvenation of U.S. cinemas – more Americans went to the movies this weekend than they Read more…