Expect financial services brands to embrace new tech while also focusing on personalized consumer experiences.

“In 2024, marketers across industries—including financial services—will turn to more focused, personalized experiences to drive consumer engagement,” says Raja Rajamannar, chief marketing officer at Mastercard. “Today, marketers are equipped with extensive data and advanced technologies like AI that offer deeper customer insights than ever before. When we use these tools ethically and transparently, it benefits both business and customers. The era of hyper personalized experiences is here to stay.”

Natalie Sunderland, global head of marketing and communications at BNY Mellon sees a real opportunity in connecting people more closely together to power culture and take it forward.

“Contributing to the client community and helping play our part in strengthening that is really valuable right now, particularly as we think about the value that can come from us all banding together to create solutions, as we look forward to recognizing that the world is changing around us,” she says. “And then, just like everyone else, we’re taking a look at A.I. and the work that we can do to create greater efficiency.”

Buy Now Pay Later platform Klarna is also looking at new technologies to improve the consumer experience.

“AI-powered services are gaining momentum in the financial services and ecommerce space, but only the most effective will prevail. At Klarna, we’re just beginning to tap into AI’s vast potential,” says David Sandstrom, CMO, Klarna. “Our applications range from streamlining organizational tasks – like saving countless hours in customer service disputes – to integrating advanced AI translation services, and revolutionizing consumer shopping with highly personalized experiences. Looking ahead to 2024, I anticipate a worldwide surge in AI innovations within financial services, and through extensive experimentation we’ll discover where AI can make the most significant impact.” 

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“Entering 2024, brands get it—they’re not just showing up at events but stepping up to curate moments that enhance the experience. In a world where people increasingly prioritize experiences, it’s about becoming part of the memories your customers are creating, getting them closer to their greatest passions, favorite artists, and unmissable events,” says Russell Wallach, global president at Live Nation.

“I expect we’ll see live continue to be the cultural bridge for brands to reach diverse and more global audiences in the year ahead, with brands cleverly integrating tech to deepen engagement and extend live events worldwide,” he continues. “Next year, I anticipate we’ll see brands making live music extra special—connecting people, crafting experiences, and making fans for life.”

When it comes to home entertainment and streaming, competition will likely continue in 2024. As more players enter the space and subscription prices go up, Magid predicts that churn will go up. The streamers will need to attract customers with great content and ad-supported options, giving brands new opportunities to reach consumers through entertainment.

“As we come out of dual actors and writers strikes, there will still be limited new content and reliance on reality programming in early 2024,” says Jonelle Brown, global brand marketing strategist at Paramount Pictures. “Fortunately, the return of our favorite shows and new content will come soon. We probably won’t be the full peak of content we’ve enjoyed for the last few years, as we’ve seen several series not be renewed after the strikes. I think that’s a good thing because there are only so many hours to spread across multiple streaming services and linear TV. It makes it challenging for some new shows or movies to float to the top, as some cool or interesting programs get lost in the sea of content. That affects the ‘watercooler’ nature of a show because the audience is so fragmented that you, as a viewer, may be watching an incredible show all by yourself without anyone to connect with on it.”  

Pop culture partnerships

Expect to see more brands to partner with pop culture talent to deliver new and exciting experiences. 

“In the year ahead, we are going to see audiences continue to interact with the content and talent they are most passionate about. And, they will continue to pay attention to and support brands that authentically lean into those spaces,” said Jamie Cutburth, EVP, marketing & content partnerships at NBCUniversal Advertising & Partnerships. “For marketers to successfully grow their businesses, they will need to leverage tentpole events that audiences are showing up for and infuse sophisticated data into their creative process to develop personalized, engaging stories that stand out from the crowd. We will see more of those strategies increase in 2024.”

Expect more fandom events in 2024.  “In 2024, the entertainment landscape will witness a powerful shift as audiences crave more than just content—they’ll seek community,” says Stephane Smith, VP of talent strategy at UTA IQ. “In a sea of endless options, the yearning for connection and shared interests will drive a surge in fan-centric spaces. Communities led by celebrities will thrive, becoming hubs where audiences converge to celebrate passions, fostering a deeper bond than formed through entertainment consumption. This is supported by a UTA commissioned poll among US Gen Zs and Millennials ages 15-42 in which more than half (55%) said they would be interested in joining a fan community offered by their favorite celebrities/influencers.”

Olympic partnerships

Finally, next year brands will likely be looking to partner with participating Olympic athletes whose talents will be on display at the Paris summer games. 

“All eyes will be on the Olympics in the first half of 2024,” says Lauren Nogy, Agent, UTA endorsements & voiceover. “This will likely drive more athlete-led campaigns with brands, both current and retired. Traditionally there are always a select few legacy athletes that always come back in the spotlight around the games in a nostalgic way to re-create an ad from the past which audiences always love.  I could also see Brands and media outlets around the games leaning into Talent that hits the Gen Z and millennials audiences in order to drive awareness and viewership to the games.”

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The global automotive market will grow 2-3% in 2024, with more balance between production and sales than in previous years, indicating more equilibrium between supply and demand, according to ING.

“Electric vehicles, which cooled in 2023, will continue to increase in adoption in 2024,” says  Angela Zepeda, chief marketing officer at Hyundai. “Autonomous vehicles, while still in their infancy, will begin to exponentially increase over the next couple of years. Cars will continue to become more connected, communicating with other software systems and collecting data from its surroundings. More vehicle purchases will shift to online – beyond just shopping – to full end-to-end transactions.”

Charlotte Blank, chief marketing officer at Jaguar Land Rover (JLR) also expects to see a more seamless digital car shopping experience. “In 2024, we will continue to see automakers and retailers joining digital marketing systems to create more seamless, omnichannel experiences for the customer shopping and purchase experience,” she says. 

Allyson Witherspoon, global chief marketing officer of Nissan Motors says “the automotive landscape is incredibly dynamic right now with many new brands and models being introduced globally.”

“This will have a fundamental impact on the industry. In 2024, Nissan will begin our next phase of product transformation and continue to focus on building brand equity and relevant, personalized customer experiences to excite people,” she adds. “AI will continue to develop in how it’s applied and used to supercharge our marketing and I’m excited to see how we can continue to push the boundaries of immersive digital experiences.” 

For Nissan, 2023 has been about growth of  emotional connections between consumers and the company’s products and technologies. One example is the brand’s Heisman House partnership. 

“College football is intensely personal, and emotions run deep,” says Marisstella Marinkovic, Vice President and Chief Marketing Officer, Nissan US. “The Nissan Heisman House is college football culture and we are constantly looking for ways to bring fans closer to their favorite players and teams. Leveraging more partnerships like this is something we will continue to explore in the coming year. I am deeply passionate about engaging with consumers through cultural connections. Incorporating cultural elements into our marketing is something we plan to continue building on in the coming year.”

Additionally, Marinkovic noted the growing importance of collecting with the next generation of drivers. “I regularly leverage my children and their friends as a miniature focus group to stay current on what their generation finds important, especially in the world of automotive and technology,” she adds.

Many younger consumers are looking to lower their carbon footprints driving the shift in demand for more sustainable car options. By 2025, 25% of cars sold will have electric engines –most being hybrids– according to Goldman Sachs. Expect more EVs on the road in 2024, along with more infrastructure to support these models.

“The shift to zero-emission mobility is a marathon not a sprint, and we are excited to see the automotive industry evolve as the move toward electrification continues,” says Melody Lee, chief marketing officer at Mercedes-Benz USA. “Dedicated charging networks will play a pivotal role in accelerating the widespread adoption of electric vehicles as we embrace a new era of mobility. We can also expect to see a growing emphasis on sustainability, both in terms of vehicle manufacturing processes and the use of eco-friendly materials to align with a growing number of environmentally conscious consumers.” 

As brands look to connect with consumers in the new year, it will be important to tell stories that they can connect with.

“Messaging that tells your brand story and finds a way to separate your company from the crowd has always been the essence of the magic of our business, and I don’t foresee that changing in 2024. The challenge to cut through the clutter is as strong as ever,” says Kimberly Ito, vice president of marketing at Mitsubishi Motors North America. 

“I predict 2024 will see a mix of the scatter approach where some brands will try to reach every possible consumer, and the laser approach where brands will work harder to speak only to the customers who they think will purchase their product,” she continues. “For a smaller brand like Mitsubishi Motors, the challenge is to squeeze two dollars return from every dollar spent, and we’re doing it through a combination of broadcast, connected TV and digital video, as well as working hand-in-glove with our dealer partners to amplify our one-voice campaigns, including our first-ever brand-level spokesperson partnership with Rashida Jones.”

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Expect QSR and restaurant brands to compete by delivering seamless experiences enabled by digital innovation–whether that is with quick food delivery or pick up, integration with loyalty programs or even immersive experiences. AI, as in other industries, will likely play a role.

“I see digital continuing to become a larger portion of the QSR business, ranging from improved personalization, seamless loyalty integration, optimizing the delivery and pick-up experience, and increasing marketing spend across streaming and digital channels,” Ryan Ostrom, chief marketing officer at Jack in the Box. “However,  the major key theme of 2024 will focus on improving labor costs that includes more integration of AI solutions and optimizing as many activities as possible to provide more profitability for our franchisees.”

Digital innovation will be key to consumers in 2024 who will seek out dining ideas from social media channels and expect more seamless customer experiences when they go out to restaurants or fast food chains.

“I anticipate we’ll see drive thru as a sustained trend led by Gen Z, and more brands investing in platforms that prioritize seamless mobile ordering and delivery to cut down time from discovery to decision,” says Scott Finlow, chief marketing officer of PepsiCo Global Foodservice. “The way foodies discover restaurants and products has shifted drastically, and social media platforms like TikTok have played a big part in that. It is going to be pivotal to reach Gen Z on social media and become a part of culture with real-time responses to events.” 

Brand marketers across industries have noted the growing importance of seeking positive experiences in 2024, and this will be especially important for restaurants next year.

“Looking ahead to 2024, consumer expectations will focus on experiential dining. Specifically, social first experiences fueled by product innovation that delivers an emotional connection, sparking moments that matter,” says Heidi Rogers, senior vice president of marketing at BJ’s Restaurants. “We are seeing the culmination of recent changes in consumer behavior coupled with the rise of user generated content shifting how brands are engaging with their consumers and, the name of the game is personalization and with the help of conversational AI, technology will continue to play a pivotal role in this transformation for the restaurant industry.  Consumers expect now more than ever a tailor-made experience and augmented/virtual reality will allow brands to create immersive experiences.” 

Restaurant brands will be able to compete by offering these types of immersive experiences and ensuring that the offerings – food, service and space – is what the customer is looking for.

“Where we eat, what we eat, and what we expect from restaurants continues to evolve and is also influenced by media and pop culture. All of those things together equal brand relevancy,” says Kieran Donahue, chief marketing officer at IHOP. “For IHOP, being relevant to the families and guests we serve is showing up where it matters most to our customers; experience, quality, and price equate to value and relevancy for our guests. Being relevant requires brands to be steadfast in their efforts to be customer centric; focus on delivering what is most important to your brand’s consumer to maintain relevancy. That is what brands that stand the test of time have always done.”

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As Gen Z and millennials continue to spend money on experiences over things, 2024 travel will be focused on trips to tell the grandkids about.

“More than ever, people want to experience life to its fullest and travel is at the heart of that,” says Liz Crisafi, global vice president of integrated marketing at IHG Hotels and Resorts. “Whether celebrating those special moments somewhere special instead of buying gifts to proudly achieve your status as a global trailblazer to experiencing a new culture that changes how you view the world.” 

Matthew Schlitz, general manager of Southwest Rapid Rewards credit cards from Chase, agrees that new experiences will inspire travel among people who look to “celebrate their passions and hobbies.”

“This can look like traveling to enjoy your favorite food in a new destination to exploring locations from binge-worthy TV shows,” says Schlitz. “This was the inspiration behind our Destination: Love Sweepstakes—which saw thousands of entries in just a week after launch—and is a testament to the popularity of this growing trend.”

Michaella Solar-March, chief marketing officer at Graduate Hotels, also noted the popularity of “set-jetting” travel, as consumers looked to visit places seen in their favorite shows like White Lotus, Emily in Paris and The Crown. Concerts and big events also fueled consumer travel in 2023 and will likely continue next year. “Taylor Swift and Beyonce were major economy and tourism drivers in 2023 – that will almost certainly continue into 2024 and traveling for concerts becomes a driver for booking a full-blown trip,” says Solar-March.

As consumers seek experiences, they are turning to travel brands to help curate navigate travel and avoid the pitfalls associated with bad trips. 

“We continue to see high demand for a trusted resource that can provide one place to plan every part of their journey amid today’s complex travel landscape,” said Andres Barry, president, JetBlue Travel Products. “We’ve noticed a growing confidence among travelers in entrusting us with their complete travel experience. By providing our customers with services beyond flights, the JetBlue brand reaches a broader audience, not just as a great airline but also, a trusted travel partner. In 2024, leading travel brands will need to find new ways to engage and connect with customers, whether it’s on the ground, in the air, or at the destination.”

To support consumers in high quality journeys, expect to see travel brands offer a human touch, while embracing the support of technology. “The ability to deliver on those authentic experiences and how AI can revolutionize personalization and planning, will further define not only how we travel, but how we fulfill those traveler expectations in 2024,” adds Crisafi.

While consumers will continue to visit iconic places such as Paris and London, they will also likely be looking for less path-beaten destinations both close to home and afar in 2024.

“In 2024, we anticipate travelers will continue their quest for new, authentic destinations, seeking off-the-beaten-path locations that offer unique experiences and a deeper connection with local culture,” says Diana Plazas-Trowbridge, senior vice president & global brand leader at Marriott Select Brands. “While the desire for genuine exploration grows, for some, 2024 personal travel budgets may not, so our focus remains on offering a range of options for travelers of all types, allowing them to tap into their passion for new experiences without having to compromise on the quality of their journey.”

Consumers will continue to watch their wallets in 2023 and look for travel brands to offer value at good prices. 

“2023 brought back a strong consumer appetite for leisure travel, JetBlue’s routes to London, Paris and Amsterdam continue to see high demand from customers looking for new ways to access transatlantic travel at low fares without giving up great service,” says Jayne O’Brien, head of marketing and loyalty, JetBlue. “While we expect this momentum to continue throughout 2024, travel companies will need to continue delivering high-quality, affordable service and products to ensure customers receive the best possible value and experience in our economic environment.”

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Inflation is driving consumers to stay home and cook more and CPG advertisers will be vying for their attention. Retail media ad spend is predicted to grow 28.6% in 2024, reaching under $60 billion, per Business Insider.

Expect marketing messages that focus on affordability and healthy options in the new year. “The consumer search for value will continue next year,” says Bibie Wu, chief marketing officer at Del Monte Foods. “And health and wellness will never go away. Consumers want to find things that are good tasting, but also good for them. This idea of sustainability and brands with a purpose will continue to be strong. Gen Z are getting more purchasing power. This idea of choosing brands that stand for something more and bigger than just the product will be really important.”

Generative AI made a splash in 2023 and more marketers expect to put these tools into action in 2024. “As we look ahead to 2024, Generative AI will become an even more important tool in the marketing toolbox, shaping how we create content and connect with our audiences,” says Linda Bethea, head of marketing at Danone. “From enabling marketers to more accurately predict trends and changes in consumer behavior to improving the speed and cost by which we generate creative assets to driving media optimization, AI can be a real game changer. However, I also think that with increased usage comes increased risk. So I also expect to see the development of stronger infrastructure and guardrails to mitigate risks and enable ethical adoption of these tools.”

CPG brands are increasingly interested in Gen Z, as these consumers are moving into their own homes and cooking for themselves. CPG marketers will be looking to reach these audiences next year. “Over 40% of Gen Z are now cooking at home more regularly, rather than dining out,” Wu says. “They’re feeling proud that they’re heading up their own household. They’re not reading big cookbooks, they are going to places like TikTok for recipes.”

“A marketing trend I’ve been enjoying and expecting to grow further in 2024 is ‘stripped down’ content,” says Liz Caselli-Mechael, global head of digital content at Nestle. “The continued strength of TikTok as a culture driver is leading more and more brands to embrace a de-filtered touch and, accordingly, experiment with a higher volume of light-lift content to best understand what works. Production time is counted in days or hours, not weeks. While the rise of AI may, in some cases, drive a less human voice, brands’ social footprints will need a more human touch.”

PepsiCo is always looking at innovative ways to reach younger audiences. “To tap into Gen Z spending power, brands are going to lean heavily into digital-first executions that drive convenience and simplicity, but not at the expense of choice,” says Scott Finlow, chief marketing officer of PepsiCo Global Foodservice. “Addressing the growing needs for value with unique propositions and services will be key.” 

Expect to see CPG brands work with influencers to help introduce products to the market. “At PepsiCo, we’ve seen that partnering with authentic influencers creates new opportunities to meet consumers where they are, elevating our brands and our customers by creating unique content and experiences,” Finlow continues. “I also expect to see an uptick in products containing fewer added sugars and more sustainable packaging, two areas that PepsiCo is investing in as well.”

Diversity will remain an important factor in 2024, as CPG brands look to cultivate connections with a wide range of consumers.

“Next year, we predict that brands will continue to lean into fostering deep connections created by partners that represent a diverse variety of backgrounds and cultures. Younger audiences increasingly want to see themselves mirrored in these brand partnerships,” says Danielle Chandler, vice president, marketing at Reynolds. “With an eye on brand longevity, Reynolds understands that these generations are the future of today’s brands. The content that resonates most with young audiences places a priority on creativity and authenticity. We’ll continue to do this at Reynolds by partnering with influencers who show audiences how to use Reynolds in their own way, trusting our partners to let their personalities and cultures shine through.”

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Since Covid, the whiskey category has seen growth in premiumization, in which consumers are looking for higher quality products. This desire for luxury will stick around for consumers that can afford it next year and will help drive revenues for the category.

“The Single Malt Scotch category as a whole saw growth through COVID with consumers opting for more premium, high quality brands,” says Greg Levine, vice president of marketing, single malts at William Grant & Sons. “Last year, growth began to stabilize with off trade consumption slowing and a consumer shift back to the on trade. That shift was further challenged by industry-wide supply chain and stock challenges. Through this year, we’re seeing premiumization trends continue as consumers invest in luxury spirits. Glenfiddich and The Balvenie, specifically, remain in high demand around the world. The whiskey market is growing fastest at the luxury end, which is where our Scotches are well suited with range and stock.”

“Consumers will continue to seek high-quality and authentic cocktail experiences,” says Craig Sherman, vice president, marketing at Rémy Cointreau Americas. “We will continue to try and find ways to tell unique stories that entertain and educate about the quality, craftsmanship, and authenticity behind Cointreau.”

The wine category is predicted to grow 2.1% in 2024. The category has seen innovations in recent years with higher quality boxed wine, non-alcoholic options and ready-to-drink beverages on the rise. “While trends, of course, are constantly evolving, we do expect to see wine-based beverages continuing to rise in popularity, as well as ready-to-drink options similar to our Chandon Garden Spritz bringing naturality and craft expertise to the world of fine drinks,” says Cécile Artigalas, chief marketing officer at Chandon (LVMH).

The alcohol category will likely see revenues coming from non-alcoholic drinks in 2024. In recent years, the sober curious movements among Gen Z and millennials have driven the non-alcoholic beer category. Expect continued growth in this area of the alcohol business next year. 

“The popularity of non-alcoholic beers continues to surge, and it’s a safe bet that trend will only accelerate in 2024,” says Joyce He, Guinness brand director. “More people than ever are searching for alternatives that still deliver the distinct flavor profile and taste of their favorite beer. Brewers – ourselves included – will continue exploring innovations that meet the needs of these consumers, without sacrificing quality. Another prediction: Guinness 0 – our NA brew with the same look and taste as Guinness Draught, just non-alcoholic – will continue to gain share as more and more adult drinkers try it.”

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“We are seeing a lot of consumers feeling the pinch in their wallets. Whether that is because of the continued drumbeat of inflation or because of the return of student loan payments,” says Katie Mullen, chief customer officer at JCPenney. “We expect consumers to feel that pinch into holiday and next year, so we are looking to do everything we can to make that easier for families who need to stretch their dollars.”

“People who bought a house three plus years ago are in a pretty good spot with regards to their mortgage (assuming they got a good fixed rate), but if you bought recently you might have a different level of disposable income that you may have had years ago,” says Elizabeth Preis, chief marketing officer at Anthropologie.  

Offering value will help retailers establish trust with consumers. “2024 is the year of mattering more to consumers. In an ever-evolving economy, delivering on consumer expectations, especially when it comes to value and quality, will be key to establishing trust and fostering loyalty,” says Jeanniey Walden, chief marketing officer at Rite Aid. “Brands that deliver on their promises and find ways to meet the consumer where they are, while doing so in a way that is differentiated and adds value, will result in the most authentic connections and in turn strengthen brand love.”

2024 is an election year and that is certain to impact the culture and impact consumer attention. 

“​​Any election year is painful for a marketer,” says Doug Zarkin, chief brand officer at The Good Feet Store. “From a platform perspective, you will have 10s of millions of dollars in any given time flowing into any given channel that you have to compete with. Any of that mixed media modeling stuff that you did this year, next year, you might as well toss it out the window when you have a primary challenge or a swing state.”

“The election year also creates unsettledness in the economic climate, which impacts discretionary income,” he continues. “Consumer confidence depending on how the Republican primary goes, depending on what happens overseas, depending on what happens with Biden, those things can all impact the way in which consumers think about their income, and frankly, how the economy rebounds. I look at it as an opportunity to bring your best thinking to bear. Brands that can bring their best thinking will have a really good opportunity to win.”

Retailers will continue to look to younger generations to establish long term brand love in the new year. As brands look to connect with Gen Z, expect a focus on both digital and in-person retail experiences. “Gen Z are social creatures. Of course, they live their lives on social media, but they also crave IRL social connections,” says Craig Brommers, chief marketing officer at American Eagle Outfitters. “My 2024 retail prediction: increasing focus on unique physical shopping experiences, whether in existing stores or temporary spaces.”

“As we look forward to retail, we think the trends that accelerated during the pandemic will continue to stay,” says Michelle Peterson, chief marketing officer at Kendra Scott. “This idea that consumers are looking for an experience from both retail and digital. They’re looking for an amazing one-to-one experience and luckily been in the experiences from the start. They’re demanding more innovation, more technology for their online experiences and demanding that those be personalized to them. The experience demand in both of those channels will continue in 2024.”

David Yurman’s chief marketing officer Carolyn Dawkins also expects to see immersive experiences and more growth across the omnichannel next year. “We are seeing more of that blend across multiple platforms,” she says. “As we are starting to expand our retail footprint, creating that full 360 journey for the consumer throughout the brand is really important. Consumers are looking for a more elevated experience when they are touching the brand. They want to be able to be recognized. They want various touch points, and they want the brands to reflect that. So that’s something that we have invested in and will be big for us in 2024.” 

Purpose has been a hot topic among brands in recent years and this will likely continue in 2024. “There’s still a lot of uncertainty with where things are going in the world in general, but one thing that has remained certain is that people place their dollars and loyalty with brands that they believe in, that are doing good,” says Brad Hiranaga, chief brand officer at Cotopaxi. “There’s been some backlash to the idea of ESG, and brands that are greenwashing. But brands that fundamentally believe in doing good is a super powerful idea.”

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Expect to see more innovation in the sports experience, whether that be in-stadium or online, as well as innovations in digital, personalization and immersive fandom experiences in 2024. 

The National Basketball Association, for example, will be focusing on the fan experience in each city. “Scaling marketing creative and messaging in a hyper-personalized, local and targeted way will become exponentially easier with generative AI and we’ll see more team and city-specific marketing tapping into personal fandom,” says Tammy Henault, chief marketing officer of the National Basketball Association.

Teams will continue to look for new ways to reach consumers. “You’ll see an evolution around our sport and around our experience,” says Seth J. Bennett, chief marketing officer of the Charlotte Hornets. “We introduced our in season tournament this year, which is yet another way that we look to innovate and create excitement and energy around our brand and around our team. We’ll continue to be curious about how we can expand that.” 

In 2023, the Charlotte Hornets debuted a virtual store and they will continue to look for ways to engage consumers in new ways. “We’ll also want to understand how we might be able to partner with other areas of our business to help us reach new and existing customers,” he says. “Is there something that can make the experience have less friction? That is absolutely a part of our mission for live sporting experience.”

This year, we saw streamers including Netflix and Apple lean into sports offerings with strategies that are aimed at reaching younger fans. This shift not only brings sports to consumers in new channels, it also expands the range of sports that consumers are tuning into, increasing the popularity of sports including soccer and F1.

Nationwide has leaned into soccer over the last few years and continues to see growth in interest in both the men’s and women’s game in the U.S. 

“As an official partner of both the National Women’s Soccer League and our hometown Major League Soccer team, the Columbus Crew, we’ve seen first-hand how both leagues are capitalizing on the groundswell of interest in the sport,” says Ramon Jones, EVP and chief marketing officer for Nationwide. “Over the last few years, MLS has disrupted the traditional broadcast distribution model with their Apple TV deal, launched MLS NEXT Pro as a pathway for player development, and announced expansion franchises. When you factor that in with the exponential impact of “the Messi effect,” we expect the surging interest in MLS to continue,”  he adds.

“The NWSL has seen incredible momentum across all areas of the business during the 2023 season with record attendance and record viewership, continued expansion, and an innovative new media rights deal on the horizon. There continues to be great opportunity and potential with this league and in women’s sports overall,” he continues.

“With the U.S. Men’s and Women’s National Soccer teams competing on a global stage during the 2024 Olympics in Paris, several FIFA events being hosted in the U.S. over the next few years, and the World Cup in 2026, we expect that international spotlight will continue to drive the impressive domestic growth we’ve seen so far.”          

Be it new international expansion, innovation through virtual channels and interest in new sports, expect 2024 to be a year of evolution in sports marketing.

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