OUTFRONT Expands Experiential Marketing Focus Ahead of Major 2025-26 Sports Events and Other Cultural Tentpoles

Rhea-AI Summary

OUTFRONT (NYSE: OUT) expanded its experiential marketing focus ahead of major 2025–26 sports and cultural tentpoles by promoting Patrick Cresson to vice president, asset development & events and Chris Mallen to senior director, sports marketing & partnerships.

The company announced an exclusive partnership with Wasserman Live, was named an Official Media Partner of the Los Angeles Sports & Entertainment Commission, and cited branded opportunities at Super Bowl LX (Feb 6, 2026) and the 2026 World Cup (starting June 11, 2026), plus Formula 1, NBA All-Star, MLB Opening Day, Boston Marathon, and major festivals.

Positive

• Exclusive partnership with Wasserman Live to deliver experiential production
• Named Official Media Partner of Los Angeles Sports & Entertainment Commission
• Highlighted branded opportunities for Super Bowl LX (Feb 6, 2026) and World Cup (starts Jun 11, 2026)

Negative

• None.

Insights

Brand & Events Strategist

OUTFRONT expands experiential ops and inks an exclusive Wasserman Live partnership to scale IRL brand activations at major 2025–26 events.

OUTFRONT is positioning its experiential division to monetize high-attendance cultural moments by creating temporary, city-wide activations and high-impact signage tied to marquee events. The promotion of Patrick Cresson and Chris Mallen centralizes account leadership and sports-market expertise, while the exclusive relationship with Wasserman Live adds operational capacity for branding, custom fabrication, and live-event production around tentpoles such as February 6 (Super Bowl LX in Santa Clara) and June 11, 2026 (World Cup start).

The business model relies on converting event-driven foot traffic and sponsor budgets into measurable out-of-home campaign sales; success depends on timely permit access, seamless host-city coordination, and sponsor willingness to pay for premium, temporary inventory. Execution risk includes logistics complexity for multi-city events and the seasonal concentration of revenue around a handful of tentpoles rather than steady, recurring streams.

Watch for concrete, near-term indicators of commercial traction: announced sponsor deals and activation briefs tied to Super Bowl LX and World Cup markets, formal contracts with host committees, and published deployment schedules for major activations within the next 6–12 months. These items will clarify revenue convertibility and operational scalability ahead of the 2026 event calendar.

Strategy Centers on Live Sports as a Core Experiential Driver and Includes an Exclusive Partnership with Wasserman Live

NEW YORK, Nov. 21, 2025 /PRNewswire/ -- OUTFRONT Media Inc. (NYSE: OUT) today announced the expansion of its premium experiential division, elevating Patrick Cresson to vice president, asset development & events, and Chris Mallen to senior director, sports marketing & partnerships. These appointments underscore OUTFRONT's commitment to being the leader of in-real-life (IRL) media and driving client impact at major cultural events across the country.

OUTFRONT's upcoming lineup of tentpole events presents major opportunities for brands to deepen engagement with consumers. This includes a focus on live sports, where OUTFRONT connects clients with passionate audiences at scale through high-impact, contextual, IRL marketing experiences.

Among the major sporting events in 2025-26 where OUTFRONT is developing unique brand opportunities are Super Bowl LX on February 6 in Santa Clara, California; and the World Cup, hosted across multiple U.S. cities starting June 11, 2026. Last month, OUTFRONT announced a partnership with the Bay Area Host Committee to deliver immersive brand experiences surrounding these marquee events. This week, OUTFRONT was named an Official Media Partner of the Los Angeles Sports & Entertainment Commission and it will support major events coming to the market.

Building on this momentum and with an eye toward creating even greater value for clients in the year ahead, OUTFRONT today announced an exclusive partnership with Wasserman Live to bring its leading branding, signage, custom fabrication, live event production, and experiential operations capabilities to OUTFRONT clients, including the Super Bowl.

Gina Patel, Senior Vice President, Managing Director, Wasserman Live North America said, "With 2026 shaping up to be a landmark year for U.S. sports and entertainment, our new partnership with OUTFRONT couldn't come at a better time. At Wasserman Live, creating unforgettable experiences is what drives us, and this collaboration amplifies our ability to deliver world-class projects on an even greater scale. Together, we're poised to create lasting impact and unlock new opportunities for our clients and fans alike."

Other sporting events coming up in the next year include the Formula 1 events in Las Vegas (November) and Miami (May), NBA All-Star Weekend in Los Angeles (February), the Houston Livestock Show and Rodeo (March), MLB Opening Day (March), the Boston Marathon (April), the NCAA Men's and Women's Final Four in Indianapolis and Phoenix (April), the Kentucky Derby (May), to name a few.

Additional tentpole events beyond sports include New York Fashion Week, the Coachella and Stagecoach festivals, San Diego Comic-Con, and dozens of other cultural moments spanning culture, music, sports, food, and entertainment.

During the upcoming tentpoles, OUTFRONT will collaborate with host cities, event sponsors, brands, and agencies to create temporary IRL activations made possible by the Company's creative vision, deep understanding of local communities, and strong relationships with strategic partners.

"These events present premium opportunities for brands to activate contextual campaigns that tap into the excitement in each given market, extending cultural moments beyond an event's venue and into the city itself," said Cresson. "During this summer's U.S. Open, for instance, brands reached fans above and below ground throughout the city — from subway cars wrapped with Morgan Stanley or IHG branding, to Danone's ads in several MTA transit stops and our giant Penn Digital location, engaging thousands traveling between Times Square, Grand Central, and the Citi Field station."

Additionally, during the recent New York City Marathon, among the many brands that took advantage of OUTFRONT's top-tier offerings included Citizens Financial Group, Ladder, New Balance, On Running, Strava, and Under Armour.

In his new role, Cresson leads the development of exclusive, immersive, large-scale activations nationwide, from large-format building wraps and branded environments, to innovative technologies that connect brands with audiences in powerful, real-world ways. For over 20 years, Cresson has combined a relentless focus on results with a passion for leading teams and launching innovative, high-impact sales initiatives across industries. Since joining OUTFRONT in 2018, he has overseen significant growth, increasing the New Orleans market size through consistent sales innovation and entrepreneurial leadership, including a major effort around Super Bowl LIX.

A 10-year OUTFRONT veteran, Mallen steps into the role of Senior Director, Sports Marketing & Partnerships after leading strategic initiatives that connect brands with audiences through impactful OOH campaigns. Prior to OUTFRONT, he built a strong foundation in sports brand marketing with NBA franchises, including the Philadelphia 76ers, as well as Division I collegiate athletics. Passionate about bridging the gap between media and sports, Mallen leverages his dual-industry experience to craft innovative marketing solutions for teams, leagues, conferences, and brands. His expertise in brand and performance marketing, business strategy, and development have enabled him to deliver results and lead high-performing teams in both sectors.

ABOUT OUTFRONT
OUTFRONT is one of the largest and most trusted out-of-home media companies in the U.S., helping brands connect with audiences in the moments and environments that matter most. As OUTFRONT evolves, it's defining a new era of in-real-life (IRL) marketing, turning public spaces into platforms for creativity, connection, and cultural relevance. With a nationwide footprint across billboards, digital displays, transit systems, and other out-of-home formats, OUTFRONT turns creative into powerful real-world experiences. Its in-house agency, OUTFRONT STUDIOS, and award-winning innovation team, XLabs, deliver standout storytelling, supported by advanced technology and data tools that can drive measurable impact.

Third-party website references and hyperlinks included in this press release have been provided as a convenience, and the information contained on such websites is not incorporated by reference into this press release.

Media Contacts

Matt Biscuiti
The Lippin Group for OUTFRONT Media
212-986-7080
outfront@lippingroup.com

Courtney Richards
OUTFRONT Media
646-876-9404
courtney.richards@outfront.com

Stephan Bisson
OUTFRONT Media
212-297-6573
stephan.bisson@outfront.com

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SOURCE OUTFRONT Media

FAQ

What did OUTFRONT (NYSE: OUT) announce on November 21, 2025 about experiential marketing?

OUTFRONT announced promotions for Patrick Cresson and Chris Mallen, an exclusive partnership with Wasserman Live, and expanded focus on 2025–26 tentpole events.

How will OUTFRONT support Super Bowl LX (Feb 6, 2026) and World Cup (starts Jun 11, 2026)?

OUTFRONT said it will develop immersive, large-scale brand activations, signage, and live-event production around those events via its experiential division and Wasserman Live.

What roles were promoted at OUTFRONT to lead event activations for 2026?

Patrick Cresson was promoted to vice president, asset development & events and Chris Mallen to senior director, sports marketing & partnerships.

Does OUTFRONT have formal city or event partnerships for 2026 tentpoles?

Yes; OUTFRONT is an Official Media Partner of the Los Angeles Sports & Entertainment Commission and has a partnership with the Bay Area Host Committee for Super Bowl-related activations.

Which other major 2025–26 events did OUTFRONT highlight for brand activations?

OUTFRONT cited Formula 1 in Las Vegas and Miami, NBA All-Star Weekend, MLB Opening Day, Boston Marathon, NCAA Final Four, Kentucky Derby, New York Fashion Week, Coachella, and Comic-Con.