The Super Bowl is one of the biggest TV moments of the year. If fans can choose from multiple productions, will it get even bigger?

CBS Sports certainly hopes so. When the biggest advertising (and, OK, football) event of the year airs on CBS in February, viewers looking for something a little different will be in luck with an alternative broadcast of the game on Nickelodeon airing at the same time as the network broadcast on CBS. The goal, CBS Sports chairman Sean McManus told reporters last month, is to create “a slime-filled festival that will bring a new and younger and even more diverse audience to the NFL.”

Running an alt cast or alt stream isn’t exactly a new idea in the sports world—since 2021, ESPN has aired Manningcast, an alternate broadcast of Monday Night Football with famous football brothers Peyton and Eli Manning serving as commentators, and CBS Sports has produced alt casts of several NFL games on Nickelodeon in the past.

But the move marks the first alternative telecast in Super Bowl history and one of the biggest examples yet of the growing trend—a trend that could end up paying off both for the sports leagues looking for fans and the advertisers looking to court them.

“More content is always a good thing,” Jeff Gagne, SVP of Havas Media, told Marketing Brew. “You’re adding new perspectives and booths and new guests and people that will appeal to a wider audience, which ultimately is what every sports league wants.”

Read the full story here.—KS

What if we told you that you could build fresh, distinct content experiences…without having to start from scratch?

Meet composable content. It’s the flexible, customizable secret to creating a content strategy that’s built for omnichannel experiences. Let this marketer-accessible guide from Contentful walk you through how it can work for your business.

Composable content lets you build and deploy content directly from one platform without submitting tickets to the dev team. Even better, you can create unique, personalized content experiences that align with your central campaign message.

It’s time to go omnichannel. Grab the guide and get started today.

CBS Sports is playing ball with the ever-growing influencer marketing industry.

The advertising division of its parent company, Paramount, debuted the CBS Sports Creator Studio, a branded content division. The studio will connect advertisers with sports influencers, helping the network drum up further buzz for the many sporting events it airs, such as NFL games and college basketball.

According to Paramount, advertisers will be able to choose from three partnership options: They can work with sports influencers on content that revolves around tentpole events, such as the Super Bowl, which will air on CBS Sports and Nickelodeon in February.

A second option gives brands the chance to work with an influencer on behind-the-scenes content involving CBS Sports talent, footage, or studios, while the third offering pairs brands with athletes or influencers to create custom content tied to something specific, like a “sport, season, or moment.” Participating advertisers will be able to use tools like Paramount’s proprietary influencer dashboard, The Match Report.

Ryan Briganti, SVP of sports sales at Paramount, told us the company created the offering to help it capitalize on the social growth it’s seen across its sports properties, amounting to more than 80 million followers. “We’ve seen significant growth with our social handles on the CBS Sports side,” he said.

The CBS Sports Creator Studio comes as live sports migrate to digital platforms more than ever. Last year, Amazon Prime Video started airing Thursday Night Football as part of an exclusive, 11-year deal with the NFL. Meanwhile, YouTubeTV secured the rights to Sunday Ticket—a subscription that gives NFL fans access to out-of-market games—last year as well.—JS

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Birk Cooper is CMO of rewards platform Fetch. Before joining Fetch, he was an account lead at McCann Worldgroup, where he worked on the General Mills account.

What’s your favorite ad campaign? I’ve always admired the Airbnb team and what they’ve accomplished. I look forward to their summer release campaign every year because it’s what app marketing should be about: the product. They do a really good job talking about their app, why they did certain things, why you should care, and coordinating a massive amount of work between product and marketing that generates a lot of buzz. Then they’ve wrapped that tentpole product feature-based campaign with their brand-building “Categories” campaign, which builds on the overall perception of Airbnb. They must be doing something right, as they were just included in the S&P 500.

What marketing trend are you most optimistic about? Least? I have the same answer for both. I think the most important marketing trend right now is the loss of signal that has occurred on the heels of the privacy changes and degradation of cookies for targeting and tracking. I’m optimistic because it forces two things: 1) innovation—companies need to find new ways to reach, speak to, and understand what their customers are doing. Limitations force innovation, and innovation is good. And 2) a culling of companies with no real competitive advantage. It may sound harsh, but it’s ultimately good for the economy and for people when weak companies are removed and new entrants are forced to create real differentiation to emerge.

What’s one marketing-related podcast, social account, or series you’d recommend? I’m a big fan of the weekly newsletter Grow.co. There’s so much great content out there to digest—having a curated list of articles and topics in my inbox once a week is a gift. They do a fantastic job pulling in technical and high-level content for the things that matter.

There are a lot of bad marketing tips out there. These aren’t those.

Word play: Peruse these “89 power words” that can help take your marketing copy to the next level.

Measure up: All you need to know about making sense of Instagram analytics.

Find your voice: A guide to crafting your company’s brand voice, including examples.

Omnichannel or bust: Composable content lets you build content that’s infinitely customizable. Grab your copy of Contentful’s Marketer’s Guide to Composable Content and start optimizing for omnichannel today. Get the guide.*

New and improved TV: We partnered up with MNTN to take a deep dive into how performance TV advertising is changing the game—and how it can kick-start your org’s growth. Check out the full white paper.*

^{*A message from our sponsor.}

Are you an exec looking to make your next career move or join a board of directors? We’ve partnered with ExecThread, where you can find thousands of confidential job opportunities and board roles that aren’t listed anywhere else. Check out positions like:

• Head of search engine optimization at an e-commerce fulfillment company
• Vice president of demand generation at a B2B software company
• Marketing art lead, creative studios at a video game development company
• and more exec-level marketing roles

Mergers and acquisitions, company partnerships, and more.

• Sony partnered with pop star Olivia Rodrigo on a special edition of LinkBuds S earbuds, which will be accompanied by a marketing campaign.
• Amazon plans to invest up to $4 billion in the AI startup Anthropic.
• Salesforce agreed to acquire Airkit.ai, a platform that helps e-commerce clients build AI-powered customer service chatbots.