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Mondelēz is scaling up its sports marketing by going regional.
Marketing Brew <[email protected]>
Morning Brew promotes its Marketing Brew Summit, featuring leaders from Reddit, Netflix, and Liberty Mutual, with two weeks left for ticket sales. The newsletter also highlights Mondelēz International's new sports marketing deals and strategy. Additionally, it mentions a sponsored segment on the limitations of reactive AI in marketing.
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The copy
578 words · about 2 min to read
September 16, 2026
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Sponsor Logo: ActiveCampaign
It’s Wednesday. You’ve got two weeks left to pretend you don’t need Marketing Brew Summit tickets yet. You do. Join leaders from Reddit, Netflix, Liberty Mutual, and many others as they walk you through what’s actually working in marketing. Grab yours before the “I’ll do it later” plan backfires.
In today’s edition:
Go small or go home 📍
Sphere of influence 🤖
—Alyssa Meyers, Jasmine Sheena, Jeena Sharma
SPORTS MARKETING
On the ground
purple graphic reading
Athletes move quickly, but Mondelēz International moves quicker—at least when it comes to sports marketing.
About a month after the conclusion of the World Cup, the food and beverage giant, which owns brands including Oreo, Ritz, and Clif Bar, announced a pair of new sports deals: one with the Kansas City Chiefs, the company’s first pro football team sponsorship, and another spanning five NCAA programs.
The deals signify something of a new era for Mondelēz’s broader sports strategy as the company pushes further into regional partnerships to beef up its already massive national and global presence in sports.
“Now, it’s about…making sure we’re meeting those expectations in how people are communicated to [based on] what kind of mood state they’re in when their teams are playing,” Nick Rogers, director of portfolio marketing and sponsorships at Mondelēz, told Marketing Brew. “We’re having that bespoke, at-scale approach, driving frequency with our national campaigns, but then really cutting through on a comms level from a regional perspective. That’s what retailers expect. That’s what fans expect.”
Continue reading here.—AM
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Sponsored By ActiveCampaign
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AD TECH & PROGRAMMATIC
Speaking my language
It’s no secret that agents are slowly taking over the internet. Automated traffic across the internet increased almost eight times faster than human activity last year, according to a March report from cybersecurity company Human Security.
But how is a brand to influence them?
As agentic infrastructure continues to develop and as some consumers begin deploying agents to shop or perform other tasks, companies across industries are not only grappling with optimizing their websites for agents but are trying to figure out how to advertise to them.
Many brands are thinking beyond just answer engine optimization (AEO) and are working on how to engage directly with agents to drive sales or impact how the agents perceive them, according to executives we spoke to.
“[Agents are] still emerging as a channel,” Fiona Tan, Wayfair’s chief technology officer, told Marketing Brew. “We want to just make sure we’re keeping very close to how consumers are changing their behavior and then reacting as quickly as possible, and in some cases, proactively providing that information.”
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