NBA FinalsChipotle announced a new campaign centered around the NBA Finals matchup between the New York Knicks and the San Antonio Spurs — whose last championship matchup was in 1999 when the latter clinched the title. The brand is notably celebrating another milestone year for both teams, 1973, when the Knicks last won the championship and San Antonio became home to the franchise, by spotlighting its 53 ingredients and rewarding fans nationwide with 53,000 free burritos once the series wraps. The campaign’s hero spot, Time for Real, featuring the Knicks’ Josh Hart and Mikal Bridges alongside creators and superfan athletes, married Olympic and Paralympic track stars Tara Davis-Woodhall and Hunter Woodhall and tennis star Taylor Fritz, will run during Game 2 on June 5. Hart also appears in a campaign for Beyond Immerse, a newly launched functional beverage created by plant-based food brand Beyond Meat/Beyond The Plant Protein Co. The brand says the partnership will “underscore its focus on fueling lifestyles with clean, functional plant-based nutrition designed for everyday performance.” (Photo credit: Beyond Meat, used with permission)The busy Hart also stars in air wellness brand Blueair’s new campaign alongside his wife, Shannon Hart, as part of a partnership prior to the release of the brand’s limited-edition Knicks x Blueair air purifier, which will be unveiled in July. The campaign will also include social video and OOH placements.Michelob Ultra launched a new OOH campaign outside Madison Square Garden celebrating the Knicks and their playoff run of sweeping their opponent in four games and cleverly playing on the history-making precedent by using four beers as a visual play on the “Knicks in Four” mantra ringing throughout the city.(Photo credit: AB InBev, used with permission)Stanley Cup FinalsAhead of Game 1 of the championship matchup between the Carolina Hurricanes and Vegas Golden Knights, the league released In The Building, the NHL’s national campaign created by NHL Productions with creative input from agency Highdive. The spot features a montage of footage capturing childhood moments along with team and fan celebrations and the overall energy during a final championship game.FIFA World Cup 2026MLS announced that it has set a record with 44 active players named to the World Cup teams, reportedly the most players from any league in the Western Hemisphere and a significant milestone in the league’s history, with 21 clubs represented, led by LAFC with a record-high four players competing in the tournament. The league also announced its viewership has increased 62% in 2026, as fan growth continues across platforms.Nike released an epic six-minute film with way too many celebs to list, so you’ll just have to read about it here and watch below:Unilever, the official personal care sponsor of the tournament, announced its largest sports partnership activation with over 35 of its brands including Dove, Dove Men+Care, Rexona/Degree and Axe/Lynx being made available for players, fans and casual spectators looking to win with their personal hygiene. In addition to partnering with the tournament’s players as well as influencers and content creators across sports, fashion, lifestyle and beauty in North America’s largest markets, the brand is opening House of Fresh creator hubs and experiential spaces in Mexico City, Miami and New York. It has also built The Locker Room, a 24/7 social media hub that will deliver real-time responsive content across platforms including TikTok and YouTube.(Photo credit: Unilever, used with permission)Meanwhile, Dove also released its World Cup campaign, The Game is Ours, taking a page from its Big Game playbook to use the world’s biggest stage to spotlight the challenge of girls quitting sports due to lack of body confidence and the importance of keeping them engaged in sports. Soccer star Mia Hamm and U.S. Women’s National Team standout Alyssa Thompson will support the campaign throughout the tournament as part of Dove’s Body Confident Collective.Marriott Bonvoy released its fun World Cup campaign featuring soccer stars Erling Haaland and Vinícius “Vini Jr.” Júnior enjoying the hospitality of the brand’s properties while collectively sharing the inhospitable rivalry mindset with other soccer fans. The work was created by Anomaly Stagwell and directed by Hernan Correra. In addition to hosting watch parties at several of its properties, the brand is also hosting a “Sleepover Suite” sweepstakes for Visa cardholders in select countries with a chance to win an overnight stay in a luxury suite-turned-room inside MetLife stadium the night before the World Cup Finals. Lysol tapped former three-time World Cup player and legendary goalkeeper Tim “Secretary of Defense” Howard for Stink Behind the Win, a new spot and campaign for its detergent. The brand has also partnered with collectible match-worn football jersey reseller MatchWornShirt to give fans, parents and players an opportunity to bid on a pair of Howard’s signed goalkeeper gloves worn in the lead up to the 2010 World Cup, alongside his jersey kit featured in the spot video and other exclusive signed memorabilia.Coca-Cola launched No Better Feeling, the third and final film in its World Cup campaign dedicated to the agony and ecstasy of the fan experience watching a game. Developed byWPP Open X, led by Ogilvy and supported by WPP Media and WPP Production, the spot features global music star J Balvin and legendary football manager and new coach for Real Madrid, José Mourinho. Mourinho, a brand partner, will also be featured in José vs. Mourinho,a real-time AI-powered content series led by the brand’s partners at FootballCo, Google and GRAiL that will debut during the tournament. The brand also announced the launch of a capsule collection collaboration with Adidas droppingon June 6 that will feature Spanish National Team and Barcelona star, Lamine Yamal in its creative campaign. EA Sports released the trailer for The World’s Game, its FC26 game featuring English National Team player and game cover star Jude Bellingham alongside soccer stars Endrick, Pedri, Weston McKennie, Zlatan Ibrahimović and David Beckham.WhatsApp announced the release of a new documentary film produced in partnership with Arsenal and England National Team star Bukayo Saka based on his life. Directed by Emmy-winner Robert Alexander, Bukayo Saka: The Time is Now, follows Saka’s private moments, and includes messages from the Meta-owned app from mentor and Arsenal legend Thierry Henry. The film arrives shortly after Arsenal’s history-making first Premier League title win in 20 years. The film will stream on Disney+ in select international markets and on the ESPN app beginning on June 5, and will air in the U.S. on Fox on June 7.Healthcare company and official team physicians of Los Angeles FC,Kaiser Permanente, released a new spot starring LAFC player and South Korea National Team captain Son Heung-min as part of the brand’s A Better Idea for Health care platform, its first new platform in 25 years. The campaign, featuring Heung-min as an animated character, was created by Droga5.Private sector marketing and visitor services organization Meet Boston launched its new campaign,Boston Welcomes the World, featuring the city’s hospitality workers, restaurateurs, tour guides, small-business owners and communities preparing to welcome World Cup fans to Boston. The spot, created by agency Allen & Gerritsen (A&G), reimagines the spiritual classic “He’s Got the Whole World In His Hands” as a welcoming hymn for visitors (who ostensibly aren’t Yankees fans).Pizza Hut released a sentimental spot for its global campaign featuring a football-loving father and son sharing the tradition of celebrating the tournament with the pizza brand. Co-directed by the brand’s global creative director, Roy Torres, Every Four Years unfolds across decades, from 1994 to present day, and reflects how global sporting moments can be weaved into meaningful memories with family, friends and communities.Dude Wipes has staged a takeover of Chicago transit’s Brown Line with cheeky train wraps and station posters celebrating soccer fandom and bathroom humor, creatively playing off of the sports “yellow card” and “red card” system with messaging floating an “Automatic Brown Card” and tag lines such as “Hate the flops. Love the plops.” The campaign will run through July 19.(Photo credit: Dude Wipes, used with permission)And in other news…Pixar and ESPN teamed up to release Toy Story 5.5, the latest spot in its We’re Going campaign. Created by the Disney-owned animation studio celebrating the upcoming release of Toy Story 5 and the network’s yearlong Super Bowl LXI campaign, the fun, cross-branded ad features animated versions of ESPN Super Bowl commentators Joe Buck, Troy Aikman and Lisa Salters along with action figure versions of ESPN personalities Pat McAfee, Adam Schefter, Peyton and Eli Manning, Randy Moss and Jason Kelce alongside the network’s mascot, App-E. Toyota released a new creator-led talkshow on YouTube hosted by Subway Takes creator Kareem Rahma called Pit Stop Tonight. The four-episode series pairs Rahma with the automaker’s Team Toyota drivers Bubba Wallace, Christopher Bell, Jade Avedisian and Chase Briscoe with chaotic late-night-style interviews and comedy segments that reveal the drivers beyond their usual media personas. The episodes will feature a live pit crew racing to construct the set in real time to create a format inspired directly by the speed and unpredictability of racing culture. The series was created and produced by Portal A in partnership with Toyota Racing, Saatchi & Saatchi and YouTube Creative Works.Heavyweightfighter and former undefeated K-1 kickboxer and MMA athlete James “The Beast” Wilson stars alongside fellow fearlessly funny fighters in Liquid Death’s latest unhinged spot touting its Sparkling Energy drink, which it’s positioned to lend an assist to pooped parents. The brand is also searching for “the world’s most extremeparent,” to reward them with a year’s supply of the beverage and a $250 credit to redeem on braned merch. Cincinnati Bengals QB Joe Burrow stars in Fitness Never Rests, the new digital campaign for BodyArmour’s new BodyArmour Fit sports drink, positioning the Coca-Cola-owned brand’s product as the go-to choice for consumers who “see fitness as a lifestyle.“Planet Fitness has recruited newly un-retired Olympic track star Allyson Felix and newly drafted Seattle Storm WNBA player Flau’jae Johnson to spotlight its annual Highschool Summer Pass program, inviting teens between the ages of 14-19 to work out at its more than 2,800 locations across the U.S. and Canada from June 1 through August 31 free of charge. The program, powered in partnership with Gymshark, seeks to promote youth physical and mental health and wellness.