Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇
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Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇
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In this episode of Scrappy ABM, host Mason Cosby breaks down a newsletter subscriber’s challenge: designing an ABM campaign that links challenger consumer brands with Olympian and Para Olympian ambassadors in the run-up to Milan 2026.
Best Moments:
(00:32) Introduction to the specific ABM challenge from a newsletter subscriber
(01:21) Target: marketers at challenger consumer brands with sports sponsorships but no dedicated sports-marketing staff
(01:44) Strategy suggestion: start with manual desk research for a focused target-account list
(02:48) Recommendation to target the marketing department at director/manager level rather than C-suite executives
(03:24) Using social-media research to identify who posted about previous Olympics
(04:15) Importance of authentic alignment between athletes and brands, highlighting longevity of partnerships
(04:59) Suggestion for an Olympics-themed direct-mail program to spark internal conversations
(06:32) Approach of targeting key influencers before decision makers
(07:05) Using personalized athlete connections or Cameo videos for higher engagement
(08:18) Leveraging scarcity by emphasizing limited sponsorship availability