How 3 Sports Leagues Leaned Into Brand Purpose More Than Ever This Year

Executives share why it was increasingly important in 2020

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Brand purpose has long been a focus of marketers who want their brands to stand for something bigger than the products or services they sell. It’s been such a buzzy topic that the Association of National Advertisers named “brand purpose” its 2018 marketing words of the year.

Speaking at today’s virtual Brandweek Sports Marketing Summit, executives from three sports leagues discussed the importance of establishing brand purpose and the challenges that come with it.

“Brands are spending a lot more time and resources trying to identify their purpose and develop strategies,” said Jill Gregory, Nascar

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