Broken Marketing by Anvara - Week 7

Welcome to Broken Marketing

Welcome to the 7th weekly edition of Broken Marketing by Anvara, where we discuss marketing that breaks.

For those of you that 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 a part of the Anvara family. 

‘The White Lotus’ is Winning With Brand Partnerships

HBO’s The White Lotus is no longer just a hit show—it’s becoming a marketing powerhouse. For its third season set in Thailand, HBO has leaned into brand partnerships to expand its reach beyond its core fanbase, creating immersive experiences and product collaborations that let fans “touch and feel” the luxury, intrigue, and drama of the show. 

One example is the Four Seasons who is hosting a show-themed wellness retreat in Westlake Village, California. American Express is sponsoring behind the scenes content and offering travel guides and packages inspired by The White Lotus. Diageo is creating cobranded Tanqueray Gin and Ketel One Vodka inspired by the show, producing a short film, and doing in-show placements. Other brands joining include Google, BMW with integrated show marketing, Abercrombie & Fitch, Bloomingdales and Away releasing show-themed collections, and many more just like this.

These partnerships aren’t just about reach—they’re about deepening fan engagement. By integrating the show’s themes into real-world experiences and products, HBO and its partners are creating a sense of loyalty and positive association that goes beyond the screen. Fans aren’t just watching the show; they’re living it. This kind of marketing is a masterclass in how to turn a cultural moment into a lasting brand connection. 

The brands involved are setting themselves up to take advantage of a cultural moment and bring the associations of luxury from the show to the products they sell.

Partnerships and real-world experiences aren’t just add-ons—they’re essential for building engagement and loyalty in today’s fragmented media landscape. Partnerships and experiences are how you differentiate.

WNBA’s Sparks and Albert Sign $8 Million Jersey Patch Deal

The Los Angeles Sparks have scored a major win with a multi-year, eight-figure jersey patch sponsorship deal with financial services company Albert (a budgeting app/software). The partnership, the largest in the team’s history, will feature Albert’s logo on the Sparks’ home, away, and practice jerseys, along with on-court and in-arena branding at home games. Albert is also launching financial literacy camps and a court refurbishment program, aligning with the Sparks’ mission to empower communities.

The timing couldn’t be better for Albert. Women’s sports are taking off - last week, we talked about how Nike’s “Just Win” commercial was among the best performing at the Super Bowl. The WNBA is experiencing explosive growth, with the 2024 season shattering records: regular-season games averaged 657,000 viewers (the highest in 24 years), ESPN platforms saw a 170% viewership increase, and total attendance hit 2.3 million—the highest in 22 years. Social media engagement skyrocketed by 413%, and merchandise sales hit all-time highs. With the league’s popularity surging and new teams joining in 2025, Albert’s partnership positions the brand to connect with a rapidly growing, highly engaged audience.

This deal isn’t just a win for Albert and the Sparks—it’s a testament to the rising power of women’s sports. As the WNBA continues to break barriers and attract fans, brands like Albert are seizing the opportunity to align with a movement that’s reshaping the sports landscape. Brands that invest in women’s sports now will be a part of a cultural shift that’s only just beginning.

This week’s news

Here’s a brief update on marketing news from this week:

• Valentine’s Day spending hit a record high $27.5 billion this year, fueled by Gen Z and creative campaigns. Gen Z and younger millennials are embracing the holiday more than the past for both romantic and platonic celebrations like Galentine’s Day. Brands like Anthropologie, Sol de Janeiro, and Reformation capitalized on the trend with early launches, expanded product lines, and creative campaigns, from pickle bouquets to chocolate lockets. 

• Poppi’s Super Bowl influencer campaign sparked backlash. They sent hot pink vending machines to wealthy influencers and were viewed as wasteful and exclusionary. This highlights growing consumer fatigue with extravagant gifting. The brand clarified the machines were reusable and pledged to involve its community in future activations, underscoring the need for authentic, community-focused influencer partnerships over flashy, insincere campaigns.

• U.S. senators are investigating Amazon, Google, ad verification vendors, and industry watchdogs over ads appearing on websites reported to host child pornography, raising concerns about brand safety and ad placement failures. The probe has led to advertiser outrage, with platforms scrambling to block the sites, while the Trustworthy Accountability Group (TAG) dismisses the investigation as a “publicity stunt.”

That’s all for this week. Happy Wednesday and remember, fortune favors the brave.

What’s Anvara?

Anvara is a first-of-its-kind platform that connects brands with premium real-world advertising opportunities like live event sponsorship, sports marketing, and guerilla marketing. With a focus on innovation, AI, and advanced measurement, Anvara makes it easier for brands to create memorable real-world experiences and measure their ROI. For more information, visit https://www.anvara.com/.

Quote of the week

“I'd rather be optimistic and wrong than pessimistic and right.” - Elon Musk