OUTFRONT Media Broadens Its Experiential Marketing Strategy for Major Sporting Events

In a significant move aimed at enhancing brand engagement, OUTFRONT Media Inc. has announced the expansion of its experiential marketing division. This expansion is particularly focused on harnessing the excitement of major sports events for the years 2025-26, positioning OUTFRONT at the forefront of in-real-life (IRL) marketing strategies.

The company has elevated two key leaders: Patrick Cresson has been appointed as vice president for asset development and events, while Chris Mallen steps up as the senior director of sports marketing partnerships. These strategic appointments reflect OUTFRONT's commitment to driving impactful client experiences at significant cultural and sporting events across the nation.

A New Era of Engagement

OUTFRONT's forward-looking strategy is set against the backdrop of several upcoming tentpole events, offering brands unique opportunities to engage with consumers. Central to this effort is a focus on live sports, where OUTFRONT aims to connect clients to passionate audiences via high-impact, contextual marketing experiences. Major events on the horizon include Super Bowl LX on February 6 in Santa Clara, California, and the 2026 World Cup, which will take place across multiple U.S. cities starting June 11, 2026.

To further leverage these opportunities, OUTFRONT recently entered into a partnership with the Bay Area Host Committee, aimed at delivering immersive brand experiences for these premier events. Additionally, the company has been designated as an Official Media Partner of the Los Angeles Sports & Entertainment Commission, supporting various upcoming significant events.

Collaborations for Greater Impact

Recognizing the importance of collaboration, OUTFRONT has also established an exclusive partnership with Wasserman Live. This collaboration allows OUTFRONT to enhance its branding, signage, custom fabrication, and live event production capabilities. “With 2026 shaping up to be a landmark year for U.S. sports and entertainment, our new partnership could not come at a better time” stated Gina Patel, Senior Vice President at Wasserman Live North America. The aim is to create unforgettable experiences that leave a lasting impression.

Beyond sports, OUTFRONT plans to activate new opportunities across various cultural events throughout the year. These include New York Fashion Week, the Coachella and Stagecoach festivals, and San Diego Comic-Con, among others, all contributing to a diverse lineup of experiential marketing opportunities.

Local Activation and Community Engagement

During these events, OUTFRONT will collaborate with local host cities, event sponsors, brands, and agencies to develop temporary IRL activations, leveraging the company's extensive knowledge of local communities.