Author: Sam Bradley

Rather than sponsor sports leagues and clubs, advertisers like Nissan, Google and Ford are putting themselves in the role of ringmaster and producing their own branded content built around sports fandom.

Ford Bronco has been working with the Pro League Network (PLN), an extreme sports channel available to stream on Amazon Prime Video, to create sports programming featuring their vehicles in a starring role.

It’s set to air Bronco Off Course, a show in which golfers scramble between custom holes scattered across a remote valley in the Mojave desert using the latest Ford Bronco as their off-road caddy, later this month.

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As the Possible conference heads into year four when it opens for business on April 27, it will not only practically double its footprint but it’s expecting close to 20% more attendees than in 2025 — bumping up from 5,400 to 6,500 expected this year, according to its co-founder and leading man, Christian Muche.

According to Muche, the expansion will stretch from just the Fontainebleau Hotel to the neighboring Eden Roc Miami Beach. It means a much larger outdoors presence, which the marketing, media, creative and tech conference used to a much lesser extent in 2025 — particularly the beachfront and boardwalk connecting the two hotels.

Possible in 2025 — its first year under ownership by Hyve Group, a major events organizer that puts on shows like ShopTalk and FinTech Meetup — tried out a meetups addition to the show, which essentially pair brand marketers with vendors and “solution providers.” Both sides agree to the meetups (not dissimilar from Digiday’s 10-minute meetings, which are a hallmark of our events), and this year, Possible will host 3,000 of them, taking place on a pavilion that’s being built on the beach that the Fontainebleau and Eden Roc share. 

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