Harnessing the power of sports marketing to rally a nation

2024 has been a true summer of Sport. With the England men’s team making it to the Euros finals for the second tournament running, and the country bringing home 65 Olympic medals, including 14 gold – the nation has a lot to be proud of this summer.

These sporting triumphs have not only filled the nation with pride but have also showcased the immense power of sports marketing in uniting and inspiring a country, and offering unparalleled opportunities for brands to connect with consumers on a deeply emotional level.

Marketing for sporting events can capitalise on and amplify this atmosphere because marketing techniques look to mirror the nature of sport itself, which brings people together, nurtures shared experiences, and creates a sense of belonging.

Creating shared experiences

Branding & building narratives

Creating a brand identity and core values that resonate with your target audience has become a crucial element of branding now that customers will browse and research brands online before making a purchase.

During sporting events brands can create a narrative that associates their identity and values with the spirit of sport, the team, and the culture of their country, to ignite passion & enthusiasm for both the event, and in-turn their brand too.

Samsung’s “Open Always Wins” campaign is a prime example of how branding and narrative building can create shared experiences. By aligning itself with the Paris 2024 Olympics’ focus on openness, inclusivity, and sustainability, Samsung has crafted a compelling brand narrative that resonates with a global audience.

The campaign’s emphasis on “openness” as the cornerstone of innovation and achievement creates a shared value system that unites consumers around a common goal. This shared narrative invites people to see themselves as part of a larger movement towards progress and possibility. Samsung’s role as a technology partner for the Olympics further reinforces this narrative, positioning the brand as a catalyst for shared experiences through innovation.

Community events

Centred around the unifying power of sport, these events provide platforms for people to come together, celebrate, and connect. Brands that invest in creating and supporting community sports events can significantly enhance their reputation and build lasting relationships with consumers.

BOX, a sports bar in Manchester ran a competition during the 2024 Euros, offering patrons fortunate enough to look like players in the 2024 Euros free pints throughout the tournament. The lookalike competition transformed BOX into more than just a sports bar; it became a meeting point where fans can connect, share stories, and revel in the collective excitement of the tournament. The shared experience of watching matches, cheering for their lookalikes, and participating in interactive activities strengthens the sense of community among patrons.

Building communities

Social media & UGC

For fans of the sports who are unable to attend the live event, social media has become somewhat of a virtual stadium which allows sports fans to connect and nurture an atmosphere that mimics the real thing. Platforms like Tiktok, Instagram, and Facebook have become virtual gathering places where fans can connect with like-minded individuals, share their passion, and create a digital culture around their favourite teams and athletes.

User-generated content, ranging from fan-made videos and memes to live-tweeting and matchday commentary, fuels engagement and conversation. This participatory environment empowers fans to feel a sense of ownership and belonging, strengthening their connection to both the sport and the brands associated with it.

@xelliemaex11 its coming home!#england #foryou #fyp #euros #euros2024 ♬ Originalton – Avaion

@yjmoonie dw i stuck the landing #olympics2024 ♬ original sound – Jon Moon

Influencer marketing

 

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Having already built up a significant following around their own personal brand and values, influencers have an established community to work with. Influencers can act as a bridge between a brand and its target audience, connecting them to the communities they have already built – that are likely to share the same interests and values as the brand.

 

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During big sporting events, many brands partner with athletes or sports personalities, or simply use the event as a hook to nurture this sense of community and advertise produce or services.

 

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Nurturing a sense of belonging

Campaigns that promote inclusivity & diversity

Marketing campaigns that champion inclusivity and diversity can profoundly nurture a sense of belonging. By showcasing a wide range of individuals and perspectives, brands can create a sense of representation and inclusivity that resonates with audiences. When people see themselves reflected in marketing materials, they are more likely to feel a connection to the brand and the values it represents.

Dove are champions at creating campaigns that provoke a strong emotional response, and promote important societal challenges facing young girls and women. Their 2024 Super Bowl campaign featured young girls facing knocks and falls in their early sports careers – and was accompanies with the message:

“The knocks don’t stop girls playing sports, low body confidence does.”

Highlighting the shocking statistic that 45% of girls quit sports before the age of 14.

By focusing on the challenges faced by young female athletes, the campaign not only highlights an important issue but also creates a sense of empathy and solidarity among viewers. Presenting the issue in a relatable and emotionally resonant way, the campaign challenges societal norms and encourages a broader conversation about body image and inclusivity.

Interactive campaigns

Whether it’s through online voting, polls, challenges, competitions or augmented reality experiences, interactive campaigns invite fans to contribute and shape the brand narrative. This level of involvement not only deepens engagement but also creates a feeling of community as fans connect with others who share their passion. By making fans feel heard and valued, brands can cultivate a strong sense of loyalty and belonging.

In the 2024 Super Bowl, Popeyes offered free wings with certain purchases if a football team had wings in its name, logo, or on its mascot. The promotion’s interactive nature encourages fans to root for specific teams, nurturing a sense of community among those supporting the same winged warriors. Social media engagement around the campaign further strengthened this sense of community, as fans shared their hopes, predictions, and ultimately, – when a wing-associated team failed to win this year’s tournament – their disappointment together.

 

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Summary & final remarks

The summer of 2024 has undeniably showcased the power of sport to unite a nation and inspire a sense of community. Through strategic marketing, brands have successfully harnessed this energy to forge deep connections with consumers.

As the world of sports inevitably continues to be a popular platform for uniting audiences and driving engagement, the opportunities for innovative and impactful marketing campaigns increases.

The future of sports marketing is bright, and its potential to inspire, unite, and entertain is unlimited.