Fans attending the US Open won’t need to fret if they forgot to pack their own sunscreen—La Roche-Posay will once again have them covered.

For the third year in a row, the skin-care brand is the official sunscreen of the US Open, and this year, La Roche-Posay’s presence will be more pronounced than ever, with free sunscreen and dermatologists abound.

Guillaume Monsel, VP and head of marketing and digital at La Roche-Posay, told us he’s looking forward to having the brand continue holding the title as the tournament’s official sunscreen for “years and years,” particularly amid the brand’s increased focus on tennis.

“Tennis is one of those sports where you spend the most amount of time outdoors…and we wanted to make sure we were also reaching a premium, affluent, and approachable consumer, as well,” Monsel told Marketing Brew. “Our goal as a brand is to make sure we’re getting mass awareness and reach through these events as well.”

With this year’s US Open now in full swing, Monsel told us he’s thinking about ways to expand the brand’s roster of tennis partnerships, both athletes and tournaments, and continue to use the sport as a vehicle for sunscreen-related PSAs.

Continue reading here.—KH

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Whether it was the back-to-back Super Bowl wins or the fact that half of one of the most beloved celebrity couples in the world was literally on their team, the Kansas City Chiefs seemed to count just about everyone and their mother as a fan by the end of last season.

But that’s not enough for the NFL champs, and this fall, the team has ambitions to cultivate an even larger, international fanbase, with points of engagement for everyone, regardless of age, location, or any other factor, Chiefs CMO and EVP of Marketing Lara Krug told Marketing Brew.

“We have ambitions and dreams of becoming the world’s team,” Krug said. “That’s what our North Star is. How do we make everyone around the world a Chiefs fan?”

Ahead of the team’s kickoff game tonight against the Baltimore Ravens, we spoke to Krug about how the Chiefs are engaging new fans as they come while maintaining the vibes and values that longtime Chiefs supporters have come to know and love.

Tailgate time: There’s nothing quite like seeing your favorite team play on their home turf, but for some Chiefs fans, that’s not always feasible. Last year, the Chiefs set out to connect virtually by hosting the “World’s Largest Tailgate” at the start of the season.

• Tailgates are “very iconic to a Chiefs game and our stadium,” Krug said, so by making the experience virtual, she hoped it would give new fans a glimpse at the team’s values—family, community, and fun—and potentially convert more supporters along the way.

More than a million people tuned into last year’s livestreamed event, and this year, the Chiefs are running it back for their game against the Ravens.

Keep reading here.—AM

It’s the most wonderful time of the year—football season.

While brands and fans go crazy for the Super Bowl each year, there’s no shortage of excitement around kickoff time. As this year’s NFL season starts tonight with the Baltimore Ravens taking on back-to-back champs the Kansas City Chiefs, advertisers will have already flooded the red zone with football-themed campaigns.

Here’s a primer on a handful of them as the season begins.

Beer battle: It’s not football without beer ads, and there’s been a bit of a shift in dynamic between two of the biggest brewers in recent years. After 33 years of exclusivity, Bud Light and Michelob Ultra parent AB InBev relinquished its title as the exclusive alcohol advertiser of the Super Bowl in 2022, opening the door to that event for competitors like Molson Coors.

• Molson Coors is back in the game, with Miller Lite’s 18 NFL partnerships, a deal with ESPN Fantasy Football, a sweepstakes, and a new TV and digital ad coming this month. Coors Light is more focused on college football, with 40 team deals, a partnership with ESPN College GameDay, a sponsorship of the Pardon My Take podcast, and a TV and social ad campaign set to start running this month.
• Bud Light, the NFL’s official beer sponsor, is targeting both pro and college football, returning with its “Easy to Sunday” campaign from last season. It rolled out its 2024 NFL team packaging, and is offering a giveaway of NFL Sunday Ticket access for this season in partnership with YouTube.

Feeling bubbly: Big Soda is also a football mainstay, and this season is shaping up to be no different:

• Pepsi, which sat out the Super Bowl this year, is partnering with the Los Angeles Chargers for a giveaway of a line of limited-edition, co-branded merch, and tickets to a Chargers home game.
• ​​Coke Zero Sugar is going the college route as the exclusive CPG sponsor of the new EA Sports College Football 25 game. Its fall football campaign spans platforms including linear, digital, social, experiential, and OOH.
• Dr Pepper is bringing back its satirical college football drama Fansville for a seventh season.

Continue reading here.—AM

The final countdown. The Marketing Brew Summit is just one week away! On September 12, top marketing leaders will gather in NYC to share actionable insights and strategies to help you stay ahead in the fast-paced marketing world. With the event approaching, now’s the time to secure your livestream pass and prepare to gain the knowledge and connections to drive your success. Don’t miss out—register today and get ready for a day of learning, networking, and growth!

Stories we’re jealous of.

• The New York Times wrote about how the Harris-Walz campaign is working with more niche TikTok accounts, like @SubwayTakes, as part of its social strategy.
• The New Yorker ran an essay arguing that AI will never be able to replace artists—or art.
• The Wall Street Journal created an interactive story about the association between consumers’ political leanings and brand preferences.