POV in the Press: Agencies watching tariff danger zones, but don't see another COVID-level calamity

In a October 1, 2025 SBJ Marketing article, columnist Terry Lefton interviews sports marketing agency experts, including POV’s Founder & CEO Molly Arbogast, about the current state and forecasted trajectory of the sports marketing economy given the uncertainty many categories and brands face regarding tariffs.

Agencies watching tariff danger zones, but don’t see another COVID-level calamity

Trying to read, much less forecast, the sports-marketing economy this year has been a bit like descending a precipitous trail without a rope: There are some hazards; even if no one knows exactly where they are. Still, across the agency landscape many seem to like the direction, which is one of acceleration fueled by imminent global events such as the 2026 FIFA World Cup and the 2028 Summer Olympics being hosted in America for the first time in decades.

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While there’s no more economic clarity now then there was in January, pragmatism is becoming one of the leading forces when it comes to marketing budgets.

“A lot of brands started the year very cautious, based on uncertainty,” said Molly Arbogast, whose POV Sports Marketing in Wayne, Pa., has sports-spending clients including Wawa and Janney Montgomery Scott. “Now, more are saying, ‘we need to spend our budget before the year ends.’ There’s an understanding now that this environment without significant clarity is going to continue, and brands need to reach customers nonetheless.”

Read the full story on SBJ.com. Subscription required.