☕ Ring of fire
Inside Oura’s year of sports marketing.
Marketing Brew <[email protected]>
Morning Brew promotes Oura's expansion into sports marketing, highlighting the wearable tech company's partnerships with iconic properties like Team USA, US Soccer, and the Los Angeles Dodgers. The company's push into sports sponsorships aligns with increasing sports viewership and a societal pivot toward healthier living. Oura recently filed for its initial public offering, targeting a $2.2 billion fundraise.
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598 words · about 3 min to read
October 01, 2026
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Today is Thursday. And Liquid Death is outsourcing its creative talents. CEO Mike Cessario told Semafor that the brand’s in-house agency, Death Machine, has taken on a “few select brands” as clients.
In today’s edition:
Getting active 💍
The state of the CMO, part two 💻
F marks the spot ❌
—Alyssa Meyers, Kelsey Sutton, Tricia Crimmins
SPORTS MARKETING
Perfect pairs
Two hands reach toward each other, each wearing Oura Rings, one silver and one gold
Oura has been circling the sports marketing space for years, but this year, the wearable tech company formed ties with several iconic properties to further cement its presence with increasingly health-conscious fans.
Oura started the year with Olympic-sized partnerships with Team USA and Team Finland and then announced a long-term deal with US Soccer a couple of months later, just in time for the World Cup. By late summer, Oura was diving into its first year as the official wearable of the US Open, and before the tournament had concluded, it also formalized a multiyear sponsorship with reigning World Series champs the Los Angeles Dodgers.
Somewhere in the middle of all of that, the New York Knicks, one of Oura’s only formal, consumer-facing sports partnerships prior to this year, won the NBA championship.
While the company’s push into sports sponsorships has been more organic than predetermined, it’s a shift that lines up with increasing sports viewership, team valuations, and a general societal pivot toward healthier living. It also comes at a crucial time for the company: Oura filed for its initial public offering on Monday, targeting a $2.2 billion fundraise, and recently hired longtime sports marketer Julia Cheney from Google to help lead its sports and brand partnerships.
The strategy of teaming up with major teams, leagues, and athletes around the world will continue at Oura heading into the FIFA Women’s World Cup and LA28, according to CMO Doug Sweeny. By working with elite athletes and teams, Sweeny said he hopes to tell brand stories and engage with fans in a way that positions Oura as a leader in the health and wearable tech markets.
“Consumers are so engaged in sport, and I think we’re seeing that as a trend level, culturally, and we want to be a part of it,” Sweeny told Marketing Brew. “We’re not an airline or a credit card. We are on athlete bodies, or a spectator’s body, so…we felt like we should make some really big, strategic moves and cement the relationship with some of these iconic global brands.”
Continue reading here.—AM
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