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From this year’s Winter Olympics in Pyeongchang, South Korea, to the World Cup in Russia and beyond, these 30 leading sports innovators are upping their game, employing new marketing data tools and strategies to enhance the fan experience. For Adweek’s third annual list of the Most Powerful Women in Sports, we welcomed top executives from fitness phenom Peloton, Super Bowl darling Michelob Ultra and perennial FIFA, NFL sponsor Visa. And of course, what’s a sports issue without spotlighting an athlete with a huge following? Here, we also speak to skiing wunderkind Mikaela Shiffrin on being the best female racer in the world and how that plays into her brand.
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