Spotify has signed a sponsorship deal with digital-first sportswear brand Nobull ahead of the 2021 Nobull CrossFit Games.
The deal will feature specialty audio and video ads for the games and Nobull, as well as a sponsorship of Spotify’s most popular workout playlist, Beast Mode, where CrossFit athlete Brooke Wells will grace the playlist’s cover photo.
Nobull and CrossFit will be playing the Beast Mode playlist on-site at the Nobull CrossFit Games, as well as mentioning it during the CBS broadcast of the competition, which will run from July 27 to August 1.
“From pump-up playlists to walkout songs, music and sports are inextricably linked and at the center of our cultural fabric. I am thrilled that Nobull is leveraging the power of digital audio to set the tone for this year’s CrossFit Games,” said Brad Grealy, head of client partnerships at Spotify.
Todd Meleney, chief marketing officer at Nobull, added: “With the incredible momentum toward health and wellness, the connection between music and fitness has never been stronger.
“As a marketer and consumer, I’m thrilled to be aligning Nobull with Spotify to use digital audio as another way to reach our audience. This partnership will help introduce Nobull to millions of athletes and fitness enthusiasts around the world by showcasing our products and celebrating our athletes.”
Why does this matter?
This is the first year the CrossFit Games will be held in front of fans after holding the 2020 competition without an audience due to the Covid-19 pandemic. Around 20,000 fans are expected to be in attendance, with millions more watching online.
Meleney previously told The Drum how the brand had launched in CrossFit, and that the sport was its exclusive focus for the first few years.
He also explained how Nobull became the title sponsor of the CrossFit Games and official supplier of CrossFit apparel in March 2021, taking over from sportswear giant Reebok when it decided not to renew its sponsorship deal after a decade.
From a strategic perspective, Nobull believes the most powerful form of marketing is word of mouth, as Meleney said the brand wants to give people something to talk about and to make sure there is a story to share about why they love the product they wear.