Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇

This is a podcast episode titled, Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇. The summary for this episode is: <p>In this episode of <em>Scrappy ABM</em>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> breaks down a newsletter subscriber’s challenge: designing an ABM campaign that links challenger consumer brands with Olympian and Para Olympian ambassadors in the run-up to Milan 2026.</p><p><br></p><p><strong>Best Moments:</strong></p><p>(00:32) Introduction to the specific ABM challenge from a newsletter subscriber</p><p>(01:21) Target: marketers at challenger consumer brands with sports sponsorships but no dedicated sports-marketing staff</p><p>(01:44) Strategy suggestion: start with manual desk research for a focused target-account list</p><p>(02:48) Recommendation to target the marketing department at director/manager level rather than C-suite executives</p><p>(03:24) Using social-media research to identify who posted about previous Olympics</p><p>(04:15) Importance of authentic alignment between athletes and brands, highlighting longevity of partnerships</p><p>(04:59) Suggestion for an Olympics-themed direct-mail program to spark internal conversations</p><p>(06:32) Approach of targeting key influencers before decision makers</p><p>(07:05) Using personalized athlete connections or Cameo videos for higher engagement</p><p>(08:18) Leveraging scarcity by emphasizing limited sponsorship availability</p><p><br></p>