🎯 Feeds Chasing

Hi, Marketers!

A market where distribution, not creation, is becoming the primary lever.

SPORTS

Sports Leagues Chase Feeds Instead

👀 What’s happening: Major sports leagues are confronting a hard shift. Gen Z and Gen Alpha are not becoming fans through TV, highlights, or team loyalty. They encounter sports through TikTok, YouTube, games, creators, and memes. Leagues are responding by using AI to identify creators, embedding players into internet culture, and distributing sports as ambient content rather than scheduled events.

📈 Growth impact: This breaks the old marketing stack. Reach no longer compounds through broadcast. Ads highlights no longer anchor demand. Attribution fragments across creators, platforms, and formats that were never designed for conversion. Budgets are moving from media buys to creator networks, youth programs, gaming integrations, and AI tooling just to stay visible in the top of funnel.

🎯 Key takeaway: Sports marketing is shifting from audience capture to attention insertion. The next growth advantage comes from owning cultural distribution paths, not controlling channels. Marketing teams that still optimize for moments will lose to those optimizing for feeds.

NEW PATH

AI Forces Marketing Leaders to Own Decisions

👀 What’s happening: AI has saturated marketing teams with forecasts, optimization paths, and automated recommendations. Leaders at companies like General Mills, HSBC, and Red Bull Racing describe the same shift. Their role is no longer to hunt for answers. It is to judge which machine generated options are credible, defensible, and aligned with long-term brand and business reality.

📈 Growth impact: This change puts pressure on growth systems built only for speed. Attribution, MMM, and testing stacks are now evaluated on whether they explain real commercial outcomes, not just a short term marketing activity result. When pricing moves, demand softens, or competition intensifies, weak models collapse. Budgets get questioned faster, and brand spend becomes the first target.

🎯 Key takeaway: AI doesn’t simplify marketing leadership. It concentrates accountability. As options multiply, judgment becomes the scarce asset. Teams that can prove incremental impact and protect trust will keep control of budgets. Those that cannot will move faster, learn less, and cut growth at the wrong moments.

AMAZON

Amazon is Moving to Control AI Data Flow

👀 What’s happening: Amazon is reportedly preparing a publisher content marketplace where publishers can license content directly to AI companies. The plan surfaced ahead of an AWS event for media executives. It follows Microsoft’s launch of its own marketplace and comes amid escalating lawsuits over copyrighted training data.

📈 Growth impact: AI models require massive volumes of defensible data. Cloud providers already control compute. If Amazon layers a licensed content exchange on top of AWS, it links storage, training, and data rights in one stack. That shifts bargaining power away from individual publishers and toward the platform coordinating access.

🎯 Key takeaway: Amazon is following Microsoft, moving to sit between content and models, not just host them. With AWS as backbone, a data marketplace tightens control over distribution rights and shapes who can legally scale next generation AI systems.

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