World CupGlobal Italian marketplace Eataly released The Piazza, a seven-minute film featuring disheartened soccer legend Alessandro Del Piero’s spirits being lifted by children who remind him that Italy’s spirit and culture extend beyond the game through its food, wine and culture — all of which are accessible at the retail concept. The campaign, created by Johannes Leonardo, will be split into six films that look to inspire hope for a future generation of soccer players through Del Piero’s journey. Additionally, Eataly locations across North America will present a lineup of Italian bites to pair with live match viewings and offer limited-time combination offers at “exclusive prices.”View this post on InstagramA post shared by Eataly NYC (@eatalynewyorkcity)Chelsea FC and England National Team star Cole Palmer launched Cole’d, a new line of premium ice products sold exclusively through GoPuff in the U.S. and the U.K. The brand of electrolyte ice cut to look like soccer balls released a hero spot featuring Palmer embracing his “Cold Palmer” persona beloved by fans.America250MLB tapped actor and Philadelphia Phillies fan Miles Teller to narrate For The People, the league’s rousing new campaign celebrating America’s 250th anniversary and touting how the patriotic theme will be incorporated into its slate of 30 games being held over Fourth of July weekend. The spot features “The Spins,” the high-energy track by another Phillies fan, the late Mac Miller. Jim Beam, the official spirits partner of the Cadillac Formula One Team, launched its new and largest global brand campaign with Better View, an anthem spot celebrating America’s 250th anniversary and marking the country’s return to the British Grand Prix with the team’s first Silverstone race week. To celebrate the milestone, the brand partners will activate a Fourth of July-themed pit-stop BBQ, featuring live music, “Southern-inspired hospitality” and fan-focused programming. The bourbon brand continues to leverage the motorsport’s growing popularity by taking its partnership off the track through broadcast, live events, influencer moments and limited-edition collectible bottle launches. NBA DraftTo celebrate Brigham Young University’s AJ Dybantsa and Kansas University’s Darryn Peterson being selected as the first and second picks of the 2026 NBA Draft, the Big 12 Conference tapped agency Translation for an out-of-home campaign marking the conference’s milestone of having the top two selections for the first time in its history. Digital and mobile billboards reading “1 & 2? That’s 12,” featuring the latter number written in the conference’s “XII” roman numeral logo, were placed around the Barclays Center in New York, where the draft is being held, to tout the players, who were draftedby the Washington Wizards and Utah Jazz, respectively. The league, which boasted a conference-record nine first-round picks overall, also placed billboards in advance of the draft featuring photography of its hardwood courts included with the caption “The Court That Makes Kings.” (Photo credit: Translation, used with permission)And in other news…Golden State and Rakuten Group announced the extension of their founding partnership in a multiyear deal that now includes fan-facing and community-focused initiatives with the Golden State Warriors, Golden State Valkyries and Santa Cruz Warriors sports teams. As part of the deal, Rakuten will transition from its current placement as the Warriors’ jersey badge partner to focus on fan engagement and community impact, including contributions of more than $12 million through the Golden State Community Foundation’s educational equity and local community initiatives. The cash-back platform has also collaborated with local designer and Warriors fan Gustavo Servin on a limited-edition collection of one-of-a-kind upcycled pieces made from past team jerseys featuring the Rakuten badge, which fans can enter to win on the their site.(Photo credit: Rakuten, used with permission)Hydration beverage brand Electrolit announced a multiyear partnership with Tennis Canada to become the official hydration partner of Tennis Canada and the National Bank Open presented by Rogers, the combined WTA 1000 and ATP Masters 1000 event on the global tennis calendar taking place August 1-13 across Toronto and Montréal, which brings together both men’s and women’s professional competition. As part of the deal, the brand will have a prominent presence at the event’s venues, Sobeyes Stadium in Toronto and IGA Stadium in Montréal, including court-side branding, activations spaces, fan engagement zones and on-site sampling. The partnership expands the brand’s North American footprint on the professional tennis circuit.(Photo credit: Electrolit, used with permission)Timed to coincide with the U.S. Open golf tournament, golf equipment brand Callaway released its Father’s Day campaign, Nothing Beats This, which focuses on the connection dads and their children foster through the sport. The spot aired during the tournament’s broadcast on NBC on Father’s Day. Hair restoration brand HairClub announced a multiyear extension of its partnership with actor, NASCAR Craftsman Truck Series driver and client, Frankie Muniz. As part of the renewed partnership, Muniz will continue serving as a key brand ambassador, appearing in a new series of integrated marketing campaigns spanning national advertising, digital video, long-form testimonials and social media storytelling. The creative platform will spotlight his personal journey with hair loss and restoration, along with his continued evolution in entertainment and motorsports and will extend across broadcast, streaming and social platforms.Pictured: Frankie Muniz. (Photo credit: HairClub, usedw ith permission)Official travel partner of MLB, Booking.com announced the release of a booking for “The Phanatic’s Phantastic Pad,” a furnished two-bedroom apartment in the heart of Philadelphia furnished with “Phanatics,” the Phillies’ believed mascot. The lucky booker who locks it in will also secure two tickets to the MLB All-Star Game on July 14, two-tickets to the T-Mobile Home Run Derby on July 13, two VIP on-filed passes for batting practice before the Derby and All-Star game, access to Capital One All-Star Village from July 11-14 and a “Philly Feast” for two, including Philly cheesesteaks and cheesecake, warm soft pretzels and other local favorites and a vintage car tour of historic Philadelphia. The stay will go live on Monday, July 6, at 12 p.m. ET, and will be available on a first-come, first-served basis for the commemorative price of $19.79, nodding to the year the mascot first waddled onto the field at Veterans Stadium.(Photo credit: Booking.com, used with permission)Gotham FC announced a new partnership with Nature’s Garden and its emerging brand, Yoggies, becoming the official better-for-you snack partner of the team. As part of the deal, the fruit snack brand will now be featured on the right sleeve of all official team match kits beginning with the 2026 NWSL Challenge Cup presented by E.l.f. The brand will also support a series of Gotham FC youth soccer clinics(Photo credit: Nature’s Garden, used with permission)Tom Brady cheekilyoffers to “clear the air” in a semi-serious, documentary-style personal announcement before revealing he’s just talking about the Shark BreatheClear air purifier. The campaign, the latest in Brady’s partnership with the brand, launched on social.