When it comes to opportunities for branding, few events rival the reach of global sports experiences, says Wendy Zajack, faculty director of the Master’s in Integrated Marketing Communications program. Live sports create rare moments of real-time attention, capturing massive audiences. Zajack and Bobby Goldwater, faculty director of the Executive Master's in Global Sports Operations & Strategy program, discuss strategies for brands to engage audiences before, during, and after events like the Super Bowl. Want the inside scoop on how brands like Rolex and Levi’s, as well as sports organizations like FIFA and the NFL, leverage the power of live must-see experiences? Watch the conversation above to learn more.
