Optimum Sports is the in-house sports marketing agency within Omnicom Media Group, with nearly two decades of experience working with some of the biggest brands in sports. By merging the worlds of sports media, sponsorship and creative, we create omnichannel platforms that effectively drive brand and business impact. We take a fully integrated approach to sports marketing by injecting specialists into clients’ traditional media practices, connecting sponsorship to the wider media mix and marketing platform. We have five specialized teams, delivering excellence across the spectrum of sports marketing: Strategic Consulting, Media Investment, Property Marketing Group, Zero Code (gaming & esports), Research & Analytics.
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“It’s not just about buying a couple units here or there in the women’s NCAA Final Four” - Kristen Gray, Managing Director at Omnicom Media Group’s Optimum Sports, defines the broader activation opportunities for Sports Business Journal’s look at what’s next for women’s sports investment following at a watershed moment, https://bit.ly/3VcSqFg #BeOMG
Our own Kristen Gray and Amy Adelbush spoke with the Sports Business Journal last week about the growth of women's sports and how we consult clients to build impactful brand platforms in the space. They discussed how the rise in attention to women's sports will impact this year's upfronts, and how OS consults clients to develop a strategy that unifies partnerships, talent and media. Check it out: https://lnkd.in/gVyGHJa9
We are incredibly excited for the launch of our latest partnership with Prime Video & Amazon Studios, as AT&T will serve as the lead sponsor for the WNBA (Women's National Basketball Association) on Prime Video, and the presenting sponsor of the National Women's Soccer League (NWSL) halftime show on Prime Video. Tune in on Thursday as Prime Video's WNBA coverage tips off, where AT&T will surround Caitlin Clark’s debut home game in Indianapolis. Thank you to our clients and partners at Amazon for this collaborative effort to ‘walk the walk’ in supporting the growth of women’s sports! https://lnkd.in/ed_kRYmd
Our Jeremy Carey spoke to Ad Age ahead of the Upfronts about the financial impact of the Women's NCAA Tournament, the opportunity with digital-only live sports distribution partners, and how OS consults clients to maximize corporate partnerships inside and outside of the commercial pod. Take a look: https://lnkd.in/g53uq5Hs
Earlier this week, we helped Delta Air Lines celebrate 100 Days Out to the #Paris2024 Olympics in partnership with NBCUniversal! On Wednesday morning, Delta's celebration of Team USA and The Olympic & Paralympic Movement took center stage on The TODAY Show, featuring Delta CEO Ed Bastian and Delta Athlete Ambassador Brooke Raboutou to deliver one lucky winner a trip to the Paris Games. The moment encapsulated how the Olympics brings out the best in us all. Together, we fly. #KeepClimbing https://lnkd.in/gae5Akt7
Congratulations to Muscle Milk on winning a Cynopsis Sports Media Award for “Best Use of Name, Image, and Likeness by a Brand, Athlete or School” for their “Own Your Strength” content series with Sinclair Inc.! We're thrilled to see hard work earn recognition after working fast and furious to identify the opportunity and bring this content to life in close partnership with our clients at PepsiCo and the team at Sinclair. What we’re most proud of: - Leveraging talent to create contextually relevant storylines that support existing campaign creative, pairing Candace Parker with custom content featuring Charli Collier, Lexie Hull, and Danielle Robinson - This series told the impressive stories of WNBA (Women's National Basketball Association) players while delivering product-forward content that reinforced the idea that Muscle Milk helps athletes own their strength - The media plan had a strong balance of custom content and high impact media to create a balanced approach in driving engagement and reach Thank you to our Muscle Milk clients and Sinclair partners for this award-winning collaboration! https://lnkd.in/gypt45Y6
The State Farm x Caitlin Clark saga continues! Tune in to the WNBA (Women's National Basketball Association) Draft on Monday night!
That's top tier marketing! During WNBA Draft night, State Farm will celebrate the WNBA's projected No. 1 overall pick, Caitlin Clark in two special ways: 🤩 They will highlight her basketball accomplishments on a 3D billboard in Times Square. 🤝 Having Jake from State Farm attend the Draft to congratulate Caitlin personally. (via Khristina Williams)
The results are in – the Women’s NCAA Basketball Tournament was the biggest ever and will go down as one of the most significant moments in modern sports history! Viewership and social engagement surrounding the tournament set records, highlighted by the Championship Game that drew 18.9 million viewers, representing the most watched basketball game since 2019 (men's or women's, college or pro). As brands begin recapping their campaigns, here are the five top takeaways we've uncovered: 1. Women’s College Basketball is ascending at a record pace, proving women's sports can compete with ANY male sports property 2. March Madness has likely changed in perpetuity, evolving into a dual-tentpole event 3. Caitlin Clark was a catalyst in the Tournament's growth, but she was not the sole attraction 4. Women players dominated their male counterparts on social, a trend that could extend across other NCAA sports according to Creo, Omnicom Media Group's influencer practice 5. 360 brand and sponsorship activation continues to drive better results, higher ROI
Our own Jeremy Carey and Kristen Gray spoke with Variety this morning about the massive success of this year's Women's NCAA Tournament, and how OS's long-term vision put our clients in premiere positions within Monday's record-breaking broadcast of Iowa vs. LSU. “We placed a huge bet, and it came up for our clients" - we're proud of our outstanding brand partners who have supported the growth of women's basketball. More to come from the Final Four this weekend! Check it out: https://lnkd.in/gk592QQX
Go Amy Adelbush!
As part of OMD's Women's History Month programming, Wunderkind joined OMD Chicago for a thought leadership session. The conversation addressed present stigmas in the advertising and media industry and highlighted women’s progress in breaking the glass ceiling by achieving leadership positions. Britt Cushing, OMD U.S. Managing Director and Head of Communications Planning, and panelists Vickie DeSantis, Director of Global Media at McDonald's, and Amy Adelbush, Managing Director at Optimum Sports, shared insights and anecdotes on career advancement and the benefits of diversity in leadership. Britt shared, "While we have made such progress as women in our industry, it's clear there is still work to do to overcome stereotypes and things like imposter syndrome (or I should say imposter SYSTEM). I'm confident that with more people like these women leading, change is at our fingertips." Thank you to Umeshwari Nadkarni, Associate Director of Marketing Science, and our partners at Wunderkind for organizing a meaningful and empowering session. #OMD #Wunderkind #WomensHistoryMonth