From streets to stadiums: Sports marketing scores big for brands

Walk through any public place in India, and you will see one thing in common—children of varying ages, backgrounds, economic strata, religions—playing together. They could be playing on the street, under buildings, at recreational clubs, or on the beachfront. The sport could be cricket, football, hockey, badminton, … the list is endless. The triumphant cheers following a goal, the collective gasp when a missed sixer is caught, the tactical huddles to outsmart the opposition, and the inventive slogans chanted in camaraderie—the atmosphere is electric.

This may be a casual game, a diversion from homework for these kids, but imagine how amplified this camaraderie and energy can be on a global stage. The Cricket World Cup, the Indian Premier League (IPL), Europa League, FIFA, Formula 1 (F1)—all share a palpable and infectious dynamism, transcending boundaries and uniting the world in a common love for sports.

Very few events can evoke the high level of shared, unfiltered joy that an engaging sports tournament can. Whether on the field or watching it live as a spectator, it is an incredible bonding experience. In fact, it does not matter whether you get to watch your favourite team in the stadium, or on your mobile phone, or via an OTT platform—a true sports fan’s joy remains undiminished. Sports is all about passion, fun, drama, and most importantly, emotion—a perfect ground for marketing!

An experience to remember

As a marketer, one of my main goals is audience retention. How can I guarantee my brand will be visible to my target audience? The answer lies in tying marketing to the emotions of the audience. This is where sports or event marketing can make its impact. Collaborating with teams like the Mumbai Indians, partnerships with Formula 1 and Formula E, or sponsoring even the global music events such as the Coldplay concerts, may give a significant mileage for a brand.

Conventional advertising methods such as television commercials and billboards may not effectively create such an emotional connection with your audience. This is because we are not merely advertising a brand through sports or event marketing. We are providing a vast cross-section of people with an unforgettable experience. A good sports marketer knows how to take advantage of this. Sports and events present a massive captive audience for brands and athletes alike.

Leveraging sports sponsorships allows a brand owner to connect the sponsorship with its brand’s values. Speed, passion, team spirit, and a can-do attitude are key attributes that motivate customers to trust a brand and its commitment to excellence.

One example is when Coldplay aimed to turn their world tour as low-carbon as possible, it roped in a partner with expertise in sustainable logistics solutions. Sports sponsorships can be an excellent marketing strategy. But its success depends on the campaign’s effective execution. That is where we leverage digital.

Maximising impact with digital

Living in a highly digital world brings significant opportunities. Sports fans have been enjoying the sports events as spectators in the stadiums, through the live broadcasts on their TV screens, and nowadays, via on-demand OTT platforms on their mobile phones.

In 2024 alone, the IPL was watched by 620 million viewers on a single streaming platform, whereas on television, it was viewed by over 546 million people worldwide. The shows on OTT platforms highlighting behind-the-scenes footage from some major sporting events also play a significant role in increasing viewership for the sport and, in turn, raising brand visibility.

Before companies started investing in digital, sports marketing was limited to brand endorsements or product placements. However, with the arrival of newer media options, especially social media, sporting events offer more authenticity to the brand conversations with the target audiences.

Social media facilitates authentic, organic (sometimes inorganic), and deep interactions between brands and their target audiences. For instance, on the days of sports events, brands can engage with fans by providing real-time updates or by asking fans to predict the match outcomes.

Such activities can further increase brand visibility and loyalty. Facilitating programs like ‘Know your favourite players’ through rapid-fire Q&A sessions can provide a personal connection between fans and the team, further strengthening a sponsoring brand’s relationship with the target audience. Being present during the event and facilitating such interactions can help brands foster deep and lasting connections with their target consumers, augmenting their conventional marketing strategies.

AI is fine, with caveats

The advent and adoption of technological interventions such as generative AI will further add nuances and depth to these efforts. Marketers are experimenting with these new technologies and the field is still evolving.

However, some of the potential applications have been exciting enough to examine. A recent brand campaign that used generative AI to allow users to create personalised melodies with birthday wishes for their loved ones received a strong response.

Brands sponsoring big sports events can innovatively employ AI to share experiences of fans in a personalised and interactive manner. This may be in the form of tailored game recaps or team slogans, etc, to increase fan engagement and strengthen brand loyalty.

With its innate ability to unite diverse groups and ignite shared passions, sports marketing offers a goldmine of opportunities. From the buzzing streets of India to the grand scale of international championships, the emotional power of sports transcends traditional advertising methods, creating a profound connection between brands and their audiences.

Through sports sponsorships and event marketing, brands can raise their visibility and show the values they embody including trust and loyalty. With the advent of digital platforms and innovative technologies like generative AI, the scope for engaging, authentic, and personalised interactions have expanded immensely. The future of sports marketing is a thrilling arena, ripe with potential, ready for brands to seize the opportunity and score their marketing goals.

- Sandeep Juneja, vice president-sales and marketing, DHL Express India.