At Locality’s latest Brand Innovators panel discussion during Super Week 2025, top industry leaders explored the evolving intersection of sports, media, and entertainment. From leveraging AI and data analytics to strengthening local connections, the conversation revealed game-changing strategies for brands looking to drive deeper engagement and impact.
Featuring:
- Raj Register, SVP and Chief Marketing Officer, North American, Stellantis
- Ricky Engelberg, Partner, Maximum Effort
- Jennifer Frommer, SVP, Partnerships, Sony Music
- Carlos Padilla II, Head of Global Sports Partnerships, Dow
- Ashleigh Christmann, Account Executive, Brand Partnerships, Locality (Moderator)
Localizing Sports and Entertainment to Boost Engagement
Consumers crave authenticity. The Local Lift report, Locality’s proprietary consumer study, found that sports viewers are 10 times more likely to trust and have a positive view of brands when ad messaging is localized than having a less trust or a negative view. Our panelists broke down how brands can tap into this power by:
- Blending sports and music collaborations to amplify cultural and community relevance.
- Applying innovations to enhance the fan experience, making live and digital engagements more immersive and impactful.
- Using storytelling to build deeper emotional connections with audiences.
AI and Data: Revolutionizing Fan Engagement
AI and data analytics are transforming how brands engage with sports fans, creating hyper-personalized experiences and optimizing performance strategies. Key insights included:
- Balancing global reach with local connections, using data analytics to enhance personalized experiences at scale.
- AI-powered creative solutions to strengthen brand messaging, while still protecting the human element.
- Analyzing real-time insights into consumer behavior, helping brands refine their strategies.
- Utilizing predictive to optimize fan engagement.
Streaming’s Role in Shaping the Future of Media
Streaming continues to redefine how audiences consume sports and entertainment. Our panelists explored:
- How Welcome to Wrexham built a global fan base through long-form storytelling, proving the power of streaming to engage local and international audiences.
- The growing influence of digital creators—as seen in younger generations trusting YouTubers and influencers to shape their purchasing decisions.
- The importance of authentic product placements, such as integrations in music videos, streaming series, and sports partnerships, to connect with younger, digital-first consumers.
Innovating Brand Partnerships for Maximum Impact
Brands are rethinking their approach to collaborations in sports and entertainment. Key examples included:
- Stellantis embedding the Jeep Wagoneer S into high-profile cultural moments, including the Super Bowl.
- Sony Music harnessing data to drive massive success with Lil Nas X’s Old Town Road and Maserati.
- Dow pioneering innovations in sports technology, from safer NFL helmets to cutting-edge stadium infrastructure.
Shaping the Future of Sports, Media, and Entertainment
The conversation reinforced one clear message: innovation is the key to staying ahead in an evolving media landscape. Brands that harness AI, data-driven strategies, and localized storytelling will be the ones that stand out.
At Locality, we are at the forefront of these conversations, helping brands navigate an ever-changing industry with cutting-edge solutions. Want to learn how to elevate your brand’s local strategy? Let’s talk.
