What If? Sports Sponsorships, TikTok Shop’s Ceiling, and a Creator–Retail Media Network Match

On today’s podcast episode, we discuss our “very specific but highly unlikely” predictions for 2026: sports team sponsorships pushing the envelope, the ceiling for TikTok Shop, and a budding relationship between creators and retail media networks. Join Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes, Senior Forecasting Analyst Oscar Orozco, and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.

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TIMESTAMPS

00:00 AD READ
01:00 FACT OF THE DAY
02:17 TOPIC OF THE DAY
03:02 Prediction 1: Major brands will sponsor end zones and backboards.
10:23 Prediction 2: TikTok shop is on track to crash the US e-commerce top 10.
17:44 Prediction 3: In 2026, Creators and retail media networks will begin to work together more visibly.
26:29 OUTRO