Why Live Sports Is Marketing’s Biggest Growth Engine ft. NBCU CMO, Jennifer Storms

What’s it going to take to build relevance in a brutal attention economy? In this episode of Marketing Vanguard, host Jennifer Rooney sits down with Jennifer Storms, Chief Marketing Officer of NBCUniversal Television and Streaming, to break it down.

Jennifer traces her path from Olympic dreams to sports marketing to PepsiCo to NBCUniversal, sharing how NBCUniversal thinks about brand salience across NBC, Peacock, Bravo and NBC Sports, why the Olympics needed to be rebuilt as a year-round franchise and how Legendary February turned three separate live events into one unified cultural moment.

Jennifer Storms is Chief Marketing Officer of NBCUniversal Television and Streaming, where she leads brand strategy, integrated marketing, media and consumer engagement across NBC, Peacock, Bravo and NBC Sports. Her career spans the United States Olympic and Paralympic Committee, Turner Broadcasting, PepsiCo and NBCUniversal, giving her a rare perspective across sports, media, entertainment and consumer brands. At NBCUniversal, Jennifer focuses on building distinct brands, driving audience growth across platforms and turning major cultural moments into year-round franchises.

What You'll Learn:

Why a strong career north star should allow for strategic zigzagsHow CPG experience shaped Jenny’s view of consumer behavior and brand buildingWhy brand salience matters when consumers have endless content choicesHow NBCUniversal turns campaigns into year-round franchisesWhy creators and athletes should be treated as storytellers, not just reach vehiclesHow AI makes human storytelling and live experiences more valuableWhy live sports should be planned before, during and after the moment

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