Podcast: Why Communications Is the Ultimate Advantage in Sports

When the world stops to watch the Super Bowl, the Olympics or the FIFA World Cup, it’s not just athletes who take the global stage. Brands do too and the best campaigns go far beyond visibility to connect with audiences and deliver real business impact.

FleishmanHillard President and CEO J.J. Carter joined Campaign’s Play by Play to unpack how global brands can unlock the full value of sports partnerships and why 2026 will be a once-in-a-generation opportunity. Carter knows the power of these partnerships, having spent decades helping brands navigate the global sports arena on the ground at Super Bowls and nine Olympic Games.

The episode follows the announcement that FleishmanHillard will serve as the official strategic communications consultancy for the Bay Area Host Committee, supporting both Super Bowl LX and FIFA World Cup matches next year.

WATCH THE FULL CONVERSATION HERE:

More on Sports ROI: Communications Is an ROI Multiplier for Global Sports Sponsorships