Roblox is expanding its advertising platform in 2026 with new immersive ad formats like the Homepage Feature and Rewarded Video, along with expanded programmatic partnerships with platforms like Amazon DSP and Magnite, aiming to connect brands with Gen Z and Gen Alpha audiences through authentic, engaging experiences. Major brands and entertainment companies are leveraging these new formats to reach millions of active users, making Roblox a key channel for immersive marketing.
Arch Manning, Texas quarterback, has the highest NIL valuation in college football at $6.8 million, with extensive brand partnerships and a prominent role in upcoming games, positioning him as potentially the richest college athlete ever.
The promotional campaign for Disney/Marvel's 'Fantastic Four: First Steps' has reached $170 million in media value, making it one of the biggest in recent MCU history, with extensive partnerships including Little Caesars, Zillow, and Pop-Tarts, contributing to the film's strong box office performance, projected to reach $200 million in the U.S. during its second weekend.
Sydney Sweeney leverages her Hollywood fame and social media presence to build her brand, including a controversial bathwater soap line, while navigating the pressures of public scrutiny on her looks, love life, and career ambitions.
Chase has launched Chase Media Solutions, a new digital media business that connects brands with its 80 million customers, offering personalized offers and cash back opportunities. The platform leverages Chase's first-party financial data and precise targeting capabilities to provide better ROI and attribution for brands. Initial pilot partners, including Air Canada and Solo Stove, have seen significant traction in driving incremental sales and new customer growth. Chase Media Solutions aims to bring win-win value to both business clients and banking customers, utilizing the bank's large consumer base and insights across consumer categories.
Iowa guard Caitlin Clark has signed a multi-year partnership with Gatorade, adding to her impressive portfolio of name, image, and likeness (NIL) deals. While the financial terms were not disclosed, Gatorade will donate $22,000 to the Caitlin Clark Foundation as part of its Equity in Sport initiative. Clark joins an elite group of college athletes who have signed with Gatorade, including UConn's Paige Bueckers, Penn State's Nick Singleton, and Colorado's Shedeur Sanders. Clark's existing brand partnerships include State Farm, Nike, Buick, Topps, and H&R Block.
Eighteen brands have cut ties with Sean Combs' e-commerce platform, Empower Global, following allegations of sexual assault and physical violence made by R&B singer Cassie Ventura and three other women. The brands cited their commitment to victims' rights and their belief in the importance of respect for all individuals as reasons for ending their relationships with Combs. Some brands also mentioned the platform's lackluster performance as a factor in their decision. Despite the exodus, some brands are monitoring the situation before making a final decision, while others have defended Combs and plan to continue their partnerships.
Khaby Lame, the most popular TikToker in the world with over 160 million followers, has achieved fame and fortune without speaking a single word. Through his relatable and comedic videos, Lame has attracted billions of likes and amassed a massive fan base across multiple platforms. Brands are now eager to collaborate with him, with Lame earning an estimated $16.5 million through partnerships with companies like State Farm and Hugo Boss. Despite the lucrative opportunities, Lame remains selective, prioritizing family-friendly brands and turning down requests from alcohol and tobacco companies. The rise of influencers like Lame highlights the power and profitability of the influencer economy, with brands projected to spend $21 billion on creator marketing this year.
Ariana Madix, a cast member of the reality show Vanderpump Rules, has landed over 10 brand partnerships and sponsorships since the cheating scandal involving her ex-boyfriend Tom Sandoval and fellow co-star Raquel Leviss. Madix has said yes to nearly every sponsorship opportunity that’s come her way in the hopes of achieving financial independence and to support her family. Her brand deals include a merch line, sex toys, razors, fashion, Uber One, Boys Lie, Joy Burst Flavored Seltzer, and Lay’s Chips.
Ariana Madix, a cast member of Vanderpump Rules, has landed over 10 brand partnerships and sponsorships since the Scandoval cheating scandal involving her ex-boyfriend Tom Sandoval. She has said yes to nearly every sponsorship opportunity to achieve financial independence and support her family. Her partnerships include a merch line, sex toys, razors, Bloomingdale's, Uber, Boys Lie, Joy Burst, and Lay's chips.
Dylan Mulvaney, a trans advocate who gained fame on TikTok, has faced a wave of anti-trans hate after partnering with major brands like Bud Light, Nike, and Olay. Despite the backlash, Mulvaney remains positive and continues to advocate for gender-affirming healthcare. The vitriol aimed at Mulvaney is part of a growing trend of hatred aimed at queer and trans people in the US, with a record number of anti-LGBTQ bills introduced this year. Mulvaney has spoken about how gender-affirming care has brought her peace and should be more widely available to trans people who seek it.
Foot Locker plans to close approximately 400 stores by 2026, including 200 locations in C and D malls and 200 underperforming stores in A and B malls, as part of its new "Lace Up" strategy to simplify the business and invest in other areas. The retailer is also revitalizing its relationship with key supplier Nike and broadening the number of brands customers have access to, while emphasizing the running category. Nike will remain Foot Locker's largest brand partner, and the two retailers have worked to revitalize their partnership.
