The Next Move — October 20 2025

Strategic insights for brands, properties & partners driving the business of sport.

Today’s Spotlight: Measurement, Purpose & Experiential Proof

1/ Heineken activates AI fan data with Formula E

During the Formula E season finale, Heineken introduced an AI-driven fan engagement initiative that uses live race telemetry and social media sentiment data to activate real-time advertisements.

→ Why it’s important: Sponsorship measurement is evolving to be more interactive — data drives content, and content drives commerce.

2/ New Balance invests in media ownership for marathon coverage

New Balance will hold and distribute the digital broadcast rights for its 2025 Global Marathon Series via a proprietary OTT platform.

→ Why it matters: Brands seek control over storytelling channels. Owning distribution generates a positive feedback loop of data, content, and sales.

3/ Visa commits to carbon-neutral activations ahead of LA28

Visa has announced its intention to achieve carbon neutrality for all Olympic-related activities by 2027, and has introduced a “green ROI” dashboard for partners.

→ Why it matters: ESG is increasingly recognized as a key measurable marketing pillar. Sustainability now features on the sponsorship scorecard.

SponsorshipNext Take

1. Data is the new deliverable. If you are unable to measure the impact of fans in real time, it becomes difficult to justify your budget.

2. Own your channels. New Balance demonstrates the importance of brands managing their entire content process from start to finish.

3. Purpose needs proof. Visa’s green ROI metric quantifies ethics, indicating the market's future direction.