Observed Signal · Sep 1, 2026 · Partnership · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Brand Marketing Market: B2B Brands Like SAS, Salesforce Push Into Sports and Culture Marketing
Enterprise B2B brands such as SAS and Salesforce are increasingly adopting consumer-style marketing tactics, using sports, culture, and creator partnerships to reach business decision-makers. SAS, a data analytics provider, signed as Liverpool FC's official AI marketing automation partner in late 2025, and this summer staged an experiential activation on a Brooklyn rooftop where fans mimicked a player's footwork while SAS technology analyzed and scored their performance. SAS CMO Jennifer Chase says the partnership makes the company's offerings more relatable and emotionally connective. The article suggests this marks a broader shift among B2B brands to break out of traditional office-based marketing and engage audiences through cultural moments typically reserved for consumer brands.
Highlights a growing trend of B2B brands adopting consumer-style sports and experiential marketing, but the specific activation is a minor industry event.
Key Takeaways & Evidence Grounding
- SAS signed as Liverpool FC's official AI marketing automation partner in December 2025.
- SAS and Liverpool FC collaborated on a Brooklyn rooftop activation featuring fan performance analysis.
- SAS CMO Jennifer Chase described the partnership as an opportunity to make the brand more relatable.
- The article highlights a trend of enterprise B2B brands like SAS and Salesforce using sports and culture to reach decision-makers.
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