The Spectacle of Sports: How Brands Create Big Moments Beyond the Game | In the Game

Behind the Numbers: an EMARKETER Podcast · with Marisa Jones · July 30, 2026 · 27 min

Summary

This episode dissects how brands can convert high-attention "spectacle events" like the UFC 250 or the NFL Draft into prime marketing opportunities. It offers actionable strategies for engaging diverse fan bases and maximizing brand visibility during these culturally significant moments beyond the game itself for ecommerce operators.

Key takeaways

• Differentiate marketing tactics for one-off marquee events versus sports-adjacent occasions to align with distinct audience behaviors.
• Leverage digital platforms and social media to amplify brand messaging and foster fan engagement during live sporting spectacles.
• Develop branded content and campaigns that resonate with the emotional investment fans have in these events, moving beyond traditional advertising.
• Analyze specific case studies of successful brand engagement to glean practical insights for your own sports marketing initiatives.
• Measure ROI effectively by tracking brand lift, engagement metrics, and conversion rates tied to spectacle event campaigns.

Themes

Topics covered

Episode description

On today's podcast episode, we discuss the audiences for "spectacle events," including one-off marquee sporting events like UFC 250 and sporting occasion-adjacent events like the NFL Draft. We also explore the best ways to market around these moments and share some interesting examples of how companies are engaging with fans. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Marisa Jones, and Principal Analyst Max Willens. Listen wherever you get your podcasts, or watch on YouTube or Spotify. Get more insights like these with our free, industry-leading newsletters covering advertising, marketing, and commerce. Sign up at emarketer.com/newslettersPurchase tickets and register for EMARKETER's The Future of Digital 2026 Summit here: https://www.emarketer.com/events/summit/2026-future-of-digital/?utm_source=events_pageFollow us on Instagram at: https://www.instagram.com/emarketer/For sponsorship opportunities contact us: advertising@emarketer.comFor more information visit: https://www.emarketer.com/advertise/Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here:https://www.emarketer.com/content/spectacle-of-sports-how-brands-create-big-moments-beyond-game© 2026 EMARKETER

Related episodes

• The end of the human internet— Decoder with Nilay Patel
• Ecommerce: Using Our Own Bedding Site As A Case Study— Ecommerce: The Hammersley Brothers
• E654: What are the biggest profitability differences between 6 and 8 figure sellers?— The EcomCrew Ecommerce Podcast
• How to Build a $100M Brand: 8 Rules from Leaders Who Did— OPERATORS
• Nike Rips The Script, Play-Doh Bloom Kits for Adults, and More | Reimagining Retail— Behind the Numbers: an EMARKETER Podcast
• D2C Brands Grew 15% in H1 (But At What Cost)— Ecommerce Playbook

Frequently asked about this episode

What does this episode say about brand & content?

Differentiate marketing tactics for one-off marquee events versus sports-adjacent occasions to align with distinct audience behaviors.

What does this episode say about paid acquisition?

Leverage digital platforms and social media to amplify brand messaging and foster fan engagement during live sporting spectacles.

What does this episode say about organic & seo?

Develop branded content and campaigns that resonate with the emotional investment fans have in these events, moving beyond traditional advertising.

What does this episode say about brand & content?

Analyze specific case studies of successful brand engagement to glean practical insights for your own sports marketing initiatives.

What does this episode say about brand & content?

Measure ROI effectively by tracking brand lift, engagement metrics, and conversion rates tied to spectacle event campaigns.

Listen

Listen on Apple PodcastsShow website