News 07.11.2024

Need to Know

ESPN opens its own sports arena on Fortnite, Diageo offers AI-powered whisky-tasting experience and why UK consumers want leaders to set an example and act on the climate crisis first.

Disney’s ESPN joins Fortnite with football island activation

ESPN Football Island on Fortnite, US

Global – Following Disney’s £1.1bn ($1.5bn, €1.4bn) investment in Epic Games, ESPN and Fortnite are teaming up with a new in-game experience, ESPN Football Island. Launched in October 2024, the activation offers a football-themed world within the popular online game, designed to immerse sports fans in the ESPN brand and its ‘any time, anywhere’ approach to sports entertainment.

Players can engage in a range of interactive activities and challenges centred around Touchdown Rush, a multi-player game mode inspired by football’s competitive energy. The island also offers exclusive, unlockable cosmetics and persistent progression features that encourage players to return and participate frequently.

This partnership exemplifies Disney’s strategy of blending media, sports and gaming, using Epic’s powerful Fortnite platform to capture young, digitally savvy audiences in new, dynamic ways.

In our Game-Changers: The Future of Sports Fandom macrotrend report, we analysed how, to attract young audiences who are less interested in traditional sports broadcasts, sports leagues are increasingly partnering with popular gaming platforms like Roblox and Fortnite, offering interactive experiences that allow fans to engage with and create sports content in familiar digital spaces.

Strategic opportunity

Use immersive gaming platforms to strengthen brand engagement and reach younger audiences through interactive experiences that blend entertainment, sports and media

Sporty & Rich and The Carlyle unveil limited-edition collection

Sporty & Rich and The Carlyle, US Sporty & Rich and The Carlyle, US
Sporty & Rich and The Carlyle, US Sporty & Rich and The Carlyle, US

US – Sporty & Rich, the wellness-inspired lifestyle brand, has partnered with The Carlyle, a Rosewood hotel, to launch a limited-edition collection of apparel and accessories inspired by the iconic New York location. This collaboration captures The Carlyle’s storied elegance with Sporty & Rich’s modern aesthetic, featuring items like cashmere sets, varsity jackets and caps in classic shades such as forest green, merlot and heather grey. Prices range from £27 ($35, €32.60) to £540 ($695, €648).  

‘We’re thrilled to bring this unique collection to life with The Carlyle, a symbol of timeless style,’ said Sporty & Rich founder Emily Oberg. Selected pieces bear The Carlyle’s Madison Avenue address, adding an exclusive touch.

This release follows Sporty & Rich’s recent capsule for Rosewood’s wellness brand, Asaya, underlining the brand’s commitment to style and wellbeing. In our Why Hotels are the Next Frontier for Brands report, we previously analysed how fashion retailer Frame also turned to The Carlyle to design a collection of wardrobe basics inspired by New York. This hyped hospitality trend is now used by both brands and hotels to broaden their cultural relevance and establish new revenue streams.

Strategic opportunity

Explore how brand collaborations with local landmarks can enhance cultural relevance and brand identity in targeted markets

Diageo launches AI-powered FlavorPrintConnect whisky-tasting

UK – Diageo has introduced FlavorPrintConnect, an innovative platform powering the premium drinks manufacturer’s Single Malt Special Releases 2024 Tasting Experience.

Blending digital and physical engagement, the multi-sensory Scotch whisky-tasting experience includes whisky-tasting samples, customised glasses and tasting tools, paired with an AI-enhanced digital masterclass. Through the FlavorPrint AI platform, users can explore personal flavour profiles and compare tasting notes with friends and Diageo’s experts. 

Launched in tandem with the relaunch of Malts.com in November 2024, this interactive experience targets whisky enthusiasts craving a unique, multi-sensory approach to exploring rare and collectable single malt whiskies.

‘As consumer expectations evolve, we’re committed to delivering immersive experiences that allow whisky lovers to explore our portfolio in new and exciting ways. These new capabilities enable us to merge digital content with physical experiences, offering a new frontier in whisky-tasting,’ says Hala Saad, global head of media content and omnichannel strategy for single malts.

For more on the latest trends disrupting the alcoholic beverage industry, head to our Spirits Innovations 2024 report and Five Brands Rejuvenating Whisky listicle.

The Modern Face of Whisky Collection by OurWhisky Foundation. Photography by Jo Hanley, UK

Strategic opportunity

Consider how your brand can use AI-based personalisation tools to meet the demand for flavour innovation, enabling consumers to explore flavours uniquely suited to their preferences and expand the tasting experience

Stat: Britons more likely to act on climate crisis if leaders set an example

Gaia by Luke Jerram, UK Gaia by Luke Jerram, UK

UK – A new study has found that UK consumers are more likely to reduce their carbon footprint if they see politicians, celebrities and business leaders taking climate action themselves. The research, conducted by Cardiff University psychologists, reveals that 86% of Britons believe leaders should lead by example when it comes to adopting low-carbon lifestyles. 

‘Behaviour change is essential for reducing greenhouse gas emissions quickly,’ said Steve Westlake, the study’s lead author. ‘However, these choices are rarely modelled by high-status individuals.’ 

The study found that 53% of respondents would be more likely to make changes, such as flying less and using public transport more, if leaders made those shifts first. In addition, 78% of participants said everyone should make lifestyle changes simultaneously to tackle climate change. 

The research suggests that leaders who adopt visible, low-carbon behaviours could help break the governance trap by inspiring collective action. Importantly, example-setting leaders were rated more favourably on trust, effectiveness and credibility, highlighting the power of leading by example in motivating climate action. 

 In our Sustainability topic we highlight and analyse all of the pressing issues surrounding the climate crisis. 

Strategic opportunity

Business leaders can immediately start adopting and showcasing low-carbon behaviours by integrating sustainably into corporate culture. Publicly visible actions like these can set a powerful example for employees, customers and other stakeholders 

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