Those comments aren’t being made in a vacuum. Multiple reports have indicated that a forced return to office is hampering companies ability to both recruit and retain talent. And while a majority of workers are back in the office—not all of them are happy to be there. So while Hyundai envisioned these spots as an opportunity to discuss navigation features, digital keys and parking assistance in front of a large audience—with Hyundai CMO Angela Zepeda citing Sunday Night Football’s average 19.9 million viewers in 2022—it received fiery feedback about a still-touchy workplace topic during a time when most viewers are escaping said job.
Hugo Boss x Roblox
For Super Bowl 57 in February, metaverse game developer Gamefam teamed with the NFL to launch Super NFL Tycoon on Roblox, which allows fans to live out their fantasy of being NFL team owners. They even kicked it off with an Intuit-sponsored Super Bowl concert featuring Saweetie.
For the NFL Draft, Hugo Boss also partnered with the NFL on a collection of sweatshirts, vests, jackets, sweatpants and other apparel. That five-team deal eventually expanded to 22 teams and real estate in the NFL Shop.
To kick off the 2023 season, Hugo Boss, Gamefam and the NFL came together to put Boss apparel into Super NFL Tycoon. Players can unlock a hoodie within the game by completing a series of challenges including kicking and defense mini games.
Hyatt
Some brands really latch on to the name portion of an athlete’s name, image and likeness (NIL) rights.
