By Mark Harrison

If you didn’t heed my advice to check out CES last week, you must add it to your 2026 plan. You want networking, friend? It feels like every business in the world is at CES. Marketers from around the globe are hurriedly moving from venue to venue in large groups. This makes me wonder if there is a technical term for a group of marketers walking in a pack to protect themselves from an onslaught of media salespeople.

CES draws in droves because it delivers ROI. My rowmate on the flight home stated he had attended CES several times and had never gone to a session or walked the trade show floor. Yet this event is his number one business driver annually, and he was flying home with a new deal from an Australian conglomerate to prove it.

Since I didn’t have a fancy hosting lounge like my new name-unknown travel buddy, I attended several informative sessions, networked to the best of my ability to infiltrate those multi-legged marketer swarms, and also traversed the trade show in search of inspiration. Despite it being a more subdued show than in the past (there was a general lack of over-the-top proclamations), I came away with a playbook of insights for the daily grind.

Insights? Mini stories may be a better way to describe my thoughts. Let’s begin with a soccer Dad.

Suzhou Deep Foresight Technology Turns Phones into Broadcast Cameras

I have to credit Dr. Davd Tan, a soccer dad and computer vision expert who invented the XBOTGO2, for inspiring me, perhaps the most of anyone I encountered or heard at CES.

His product is an innovative AI mobile phone bracket that transforms you and your smartphone into a talented sports camera operator. This tool is a super convenient video recording solution for sports and intuitive enough for non-professionals; it provides professional-level sports recording tools for enthusiasts, powerful training analysis tools for coaches, and a way for families to capture life’s special moments effortlessly. One of its key features is instructing the camera arm to follow the ball or a player, automatically tracking them until told otherwise. Dr. Tan is now working on a multi-camera setup with a phone app to perform view switching, zooming, tracking, and replays that will allow every small event organizer to turn their games into an event worth streaming. His enthusiasm for democratizing the ability to broadcast events will soon translate into a game-changing tech for properties clamouring for more exposure and for brands who want local highlights at scale.

Hisense Fan View Makes NBA Partnership a Slam Dunk

I love it when I see a brand activate its major partnerships at a property with no affiliation to the core partnership.

Witness Hisense showcasing its NBA affiliation at CES. What a perfect venue to showcase its “Vision Beyond the Court” campaign, featuring cutting-edge TVs tailored for basketball fans. One of the key aspects is using AI-powered features, which enable fans to access real-time stats, dynamic replays, and even “Fan View,” which customizes game angles to suit individual preferences.

Abbott Saves Lives Through Sports

Abbott’s “We Give Blood” campaign was a significant activation. Year-round, Abbott sets up mobile blood donation stations at major events, including CES, where it showcases its many partners. Fans were invited to “Be the MVP” by donating blood, and in doing so, Abbott showed how a health-focused brand could tie itself to the emotional power of sports, creating a purpose-driven sponsorship that leaves a lasting impact. The purpose is power.

For more than 30 years, IBM has partnered with some of the most iconic sporting organizations—including Wimbledon, the US Open, the Masters Tournament and ESPN Fantasy Football. Credit: ibm.com

IBM Brings Data to the Octagon

Speaking of blood, IBM took its AI partnership with the UFC to another level with an immersive demonstration at the UFC Performance Institute.

Media and fans were shown how IBM Watson uses real-time data to analyze fighter performance, predict match outcomes, and even recommend training adjustments. They also introduced “Fight IQ,” an interactive tool that lets fans explore match strategies during live events. This activation brought fans closer to the sport and showcased how data can transform the fan experience. Data isn’t dull, my friends —it’s the secret weapon for creating next-level fan engagement.

Mars Brings Humor and Humanity to AI

If you are hungry, you're not yourself. Snickers has told me that with some great advertising. On a panel about AI and Sports, Mars told me again through their José Mourinho collaboration on an AI-powered “Roast Bot” Snickers Campaign. It allowed fans to get personally roasted by Mourinho, blending humour with human connection. Gulen Bengi, Mars Lead Global Chief Marketing Officer, said, “We’re not just selling Snickers. We’re creating moments.” The brand stayed true to one of its core values,humour, while pushing the boundaries of AI in marketing.

Stay Weird with Oatly

I don’t love the word authenticity. Check that I really object to the number of speakers tossing it around, like Canadians saying sorry for not wanting to be the 51st state of the USA. However, if everyone from Oatly is as authentic as Sarah Sutton, I will grant them a free lifetime usage licence for the word. Oatly doubled down on their quirky ethos, reminding us that brands that embrace their individuality will thrive in a sea of sameness.

From its potato-stamped logo to its proactive stance on misinformation, Oatly continues to chart its course. This company has a Department of Mind Control to create their stunts and activations. “Stay weird,” Sutton said. “It’s how you survive.” Authenticity isn’t a buzzword. It’s the foundation of trust and loyalty in sponsorship.

Diversity Nets Diversity

iHeart’s Women’s Sports Audio Network leveraged a powerful data point to validate their decision to launch. The WNBA fan is a fabulous brand cohort as 80% of its audience identifies as diverse. This is why the involvement of founding partners like Capital One, e.l.f. Cosmetics, and e.l.f. SKIN, underscores the growing recognition of the value and potential of women’s sports in the media landscape. According to their metrics, the advertising market for women’s sports has grown by 300% in three years.

The True Definition of a Charity

I have worked with impact driven organisations for decades. Yet it was only when I attend a fantastic panel featuring the American Cancer Society, Smile Train, American Heart Association and the Alzheimer’s Association showing how purpose-driven initiatives can create lasting change did I learn what a charity’s true prupose is. The mic drop for me was this gem: that definition of a charity is To Amplify Other People’s Humanity.

Content + Technology = The Future of Sponsorship at NBC

I was going to write up something insightful about the panel featuring Mark Marshall and Maria Taylor and how the future of sponsorship lies at the intersection of premium content and advanced technology.

Rather I am going to switch gears and throw some bouquets Marshall’s way. How many times have we seen senior leaders who are stiff as a board on panels? Mr. Marshall may be an advertising and partnership guru, but he could also be a public speaking guru. He was humble, self-deprecating, insightful, funny, and complimentary to his cohost, yet still able to toss her some good natured barbs. Most of all, he worked the room. With his eyes. His body language. His timing. Lesson for you sponsorship pros out there: work on your presentation skills.

TCL Tackles in the NFL

Surprised I didn’t share the NFL example first? Well, perhaps my FOMO of the excellent TCL screens got the best of me, so I went NBA first. There is no question, though, that TCL's footprint on the eve of the NFL playoffs still ranked very high in my book. Oh, and I also missed Charles Woodson’s appearance. TCL has declared 2025 as the year of the consumer and plans to unveil more tech that enhances the fan experience to encourage consumers that upgrading their TV should not be solely based on screen size. Bigger isn’t always better.

Did you notice the NFL lesson was # 11? See what I did there?

Ready to book your ticket for 2025? Your tour guide is ready!

Mark Harrison, Founder, SponsorshipX

Updates to the Sponsorship Marketer’s Playbook from CES 2025