Happy Wednesday, and welcome back to the 32nd weekly edition of Broken Marketing by Anvara, where we discuss marketing that breaks.

For those of you who are new here, we’re Nick and Andrei, the co-founders of Anvara. We’ve included you here because one way or another, we’re connected. We’re happy to have you as a part of the Anvara family.

First it was Arsenal. Then the LA Rams. Then AC Monaco, AC Milan, Barcelona, and now Lyon. In just a few months, the Democratic Republic of Congo has quietly become one of the most active sponsors in global sports.

The deals are massive - the Barcelona partnership alone is reportedly worth $51 million - and they’re coming from an unlikely source: a national tourism ministry.

That’s the story here. This isn’t a brand trying to sell sneakers or crypto. It’s a country, effectively buying visibility on the world’s biggest stages under its “Visit Congo” tourism initiative.

But the math isn’t mathing. The DRC ranks among the poorest nations on earth, with little tourism infrastructure to match the ambition. So why pour tens of millions into promoting a destination most travelers can’t easily visit - or might not even consider? Maybe the Congolese just love sports.

Across Africa and the Middle East, governments are using sports as a shortcut to global legitimacy - less about tourism, more about perception and power. But whether Congo can keep up the spending is the real question. 

Perhaps basic infrastructure like paved roads, electricity, telecommunications, and healthcare are more important priorities? Or maybe not. Everyone loves a good jersey patch.

Right now, it feels more like a sponsorship spree than a long-term strategy. And everyone in sports marketing is watching to see how long the money lasts.

Golf used to be about polos, etiquette, and exclusivity. Now it’s about content, community, and the next generation.

That’s the logic behind GMC’s new partnership with Good Good Golf, the YouTube-driven collective that has turned casual rounds into a lifestyle brand for millions of young fans. Their new campaign, “The Great American Golf Adventure,” blends travel, storytelling, and competition into a cross-country road trip filmed entirely for digital audiences.

It’s the perfect crossover. GMC gets access to golf’s fastest-growing media property (and the sport’s newest PGA title sponsor) and a fan base that actually buys trucks. Good Good gets a powerhouse partner with outdoor credibility and the resources to scale its content into culture.

But the deeper story is what it says about where the game of golf is heading. The next generation doesn’t just want to watch; they want to play, share, and live it. GMC isn’t sponsoring a tournament or youtube group. They’re sponsoring a MOVEMENT that is younger, more connected, and unapologetically obsessed.

This is golf’s new mainstream: part YouTube, part road trip, part brand collaboration. The sport’s next boom won’t be built by the PGA Tour or new TV deals, but by creators who know how to make golf culturally relevant. 

This is a great lesson for everyone in sports marketing. The next wave is content. Leverage everything for content to engage the younger generation. Sports are the best platform for this - but it takes more than a logo slap.

🏈 Edward Jones x Big 12 Football Championship — The wealth management firm becomes title sponsor of the Big 12 Football Championship, marking a bold move for a regional financial brand chasing national visibility. As major banks pull back on sports spend, smaller players are stepping up for prime-time exposure.

🏂 Monster Energy x X Games — Monster doubles down on action sports as X Games enters a new ownership era. The brand’s move reignites its fight with Red Bull for control of the same space — action, youth, and cultural relevance.

✈️ Engine x Myrtle Beach Bowl — Engine, the business and group travel platform, takes presenting rights for the 2025 Myrtle Beach Bowl. The game, now titled Myrtle Beach Bowl presented by Engine, kicks off December 19 at Brooks Stadium and airs on ESPN — a smart move linking travel, sports, and visibility on national TV.

Clixmas - Clixmas is a 12-day holiday livestream series hosted by famous streamer, Clix, that blends entertainment, community, and brand storytelling.

Club Almirante Brown - Brown is offering 2026 season sponsorships across its jersey, shorts, and stadium signage, providing brands with premium visibility on broadcasts and in-stadium. 

Faces of Fitness Chicago - Faces of Fitness Chicago brings together the city’s leading wellness brands, instructors, and creators for a full day of workouts, panels, and community experiences.

Quote of the Week

“No gains without pains.” - Benjamin Franklin