How social media changed the sports marketing game

Sports marketing isn’t new, but it does look different. The use of social media in sports marketing has transformed the way fans interact with their favorite athletes, teams and sporting events.

Sports figures—once separated from their fans by traditional media—have become our favorite influencers and mainstays in our feeds. Events and recaps previously reserved for stadiums and live TV are now available to watch 24/7, and fans—not commentators—get to have the last word in the comment section.

No longer just spectators, consumers play an active role in the sports industry and sports marketing campaigns. It’s consumers who have changed what sports marketing looks like by putting their engagement and dollars behind female, para, BIPOC and LGBTQIA+ athletes, and athletes from a wide range of sport backgrounds. This diverse range of athletes has sparked a global sports marketing renaissance, and is giving brands a way to expand their reach (especially to new audiences).

Brands who have capitalized on this new golden age of sports marketing are increasing their awareness and positive sentiment—even if they aren’t directly related to the sports industry. As you plan for 2025, consider how the changing face of sports marketing could align with your strategy and goals.

Social media sports marketing catapults into mainstream culture

In the past, sports marketing campaigns targeted a smaller subset of sports fans. They largely failed to see the potential of incorporating a diverse range of athletes (with a few exceptions, like tennis superstar Serena Williams). Today’s sports marketing campaigns capture the attention of all kinds of audiences, and bring sports figures into the cultural zeitgeist. Which expands the opportunities for brands and athletes alike.

Interest in women’s sports sets new records

Recent media moments like WNBA rookie Angel Reese and rugby player Ilona Maher on the cover of Sports Illustrated demonstrate how far sports equity has come. More fans are tuning into women’s sporting events around the world than ever, there’s increased pressure to close the pay gap and female athletes’ bodies are celebrated for strength rather than aesthetics.

Yet, there are still naysayers and trolls who cast doubt on the ability of female athletes to compete at the highest level and draw profitable audiences—despite all evidence to the contrary. For example, Google launched a deal to double The Athletic’s coverage of women’s sports, and Ally Financial’s recent one-year, multimillion dollar sponsorship deal with ESPN will funnel 90% of its overall investment into women’s sports. Many brands who have successfully reached Gen Z audiences cite increased interest in women’s sports as the primary way they’ve been able to reach that demographic.

Interest in women’s sports mirrors newfound interest in other underappreciated events and athletes. Some of the most celebrated campaigns of 2024 feature athletes from women’s leagues, para athletes and up-and-coming players. In Ad Age’s lineup of the best sports marketing campaigns of 2024, they feature campaigns like Adidas’ Runner 321, which spotlights triathlete and marathon runner Chris Nikic, Adidas’ first sponsored athlete with Down Syndrome. Another standout is Gatorade’s Caitlin Clark is just getting started campaign, a simple yet inspiring homage to the rookie WNBA star.

New rules expand opportunities to partner with athletes

The Name, Image, Likeness (NIL) ruling in 2021 also greatly expanded the pool of athletes brands could work with by making it possible for college athletes to profit from partnerships—including those who had already built an online following. Like Olivia “Livvy” Dunne, the Louisiana State University gymnast who collected $3.6 million in 2023 from brand endorsement deals, including her partnership with Accelerator Active Energy. A recent video she posted about the brand received more than 60,000 likes and 1.5 million views on TikTok.

Renee Samms, Principal Strategic Services Consultant at Sprout, cautions brands to act ethically when signing deals with young athletes. “After the introduction of NIL and sponsorship deals, college athletes were thrown into the world of influencer marketing. They are athletes and students first, not influencers. This is a new, very nuanced world for them, and the decisions they make and contracts they sign could massively impact their career beyond their collegiate years. They don’t have the experience of working in this world or have teams behind them. It’s up to brands to act responsibly, and provide the best possible guidance for rights usage and fair pay.”

This advice applies to brands forging partnerships with all athletes—especially young, female, queer or para athletes—who are new to paid collaborations. Brands should always assume deals with athlete influencers could go public and act accordingly.

Brands of all types are taking a cue from the sports marketing playbook

A record-setting 5 billion people engaged with the 2022 World Cup on social, while there were 12 billion engagements about the 2024 summer games. The sheer volume of sports fans worldwide means even unlikely brands can use the sports industry for co-marketing opportunities and brand partnerships that extend reach and grow their audience.

Samms puts it like this: “Sports have always brought people together. Most people—including celebrities—are sports fans. After going through a global pandemic and other dark cultural moments, the positivity and inspiration of sports have mass appeal. People are seeking a sense of community—from pickleball courts to social media. This is the perfect time for brands (from all industries) to seize the moment.”

Here are a few examples of brands across industries taking the plunge into sports marketing.

Food and beverage

The Hershey Company took notice of the online buzz surrounding their Reese’s brand and WNBA star Angel Reese. The confectionary company turned that social insight into surprise-and-delight marketing activations followed by a viral collaboration.

As Paige Walker, Social Media Intelligence Supervisor at The Hershey Company told us, “The campaign was so successful because we listened to our consumers and Angel Reese’s fans. Audiences really appreciate when brands take their ideas and feedback into consideration. It creates a genuine relationship. Fans had repeatedly asked Reese’s to partner with Angel, and we made it a reality. My favorite part of the campaign was seeing the fan reactions—it made the hard work worth it!” The campaign resulted in millions of views, major media pickups and very happy fans.

Other food and beverage brands such as McDonald’s and Hellman’s are partnering with teams and athletes to create unexpected moments. Like when internet darling Grimace threw the first pitch at a New York Mets game (and went on to become their good luck charm). Or when Titans’ quarterback Will Levis starred in a mayo fragrance campaign.

But as unexpected brands dabble in sports marketing, how can you create a meaningful campaign? Here’s advice from Walker: “Use social listening to look where you’d least expect to find a brand connection or opportunity. You never know who is talking about your brand or products and how they’re using them in their daily lives. It may be a partnership your brand has never considered before, but it could help create more awareness within new communities.”

Fashion

SKIMS became the official underwear partner of the WNBA this year. While a fashion and shapewear brand may not seem like the most obvious choice for a partnership, the empowering campaign message landed with basketball and fashion fans alike.

Other fashion brands like David Yurman and Savage x Fenty are partnering with athletes who share a passion for both style and their sport.

Insurance and finance

Gainbridge partnered with athletes Caitlin Clarke, Billie Jean King and Annika Sörenstam to promote their product ParityFlex, an annuity designed to address women’s unique retirement needs.

Other insurance companies like GEICO and State Farm sponsor athletes, events and athletic associations year-round.

Legal concerns to remember when racing to execute sports marketing campaigns on social media

Even with the massive opportunity sports marketing presents, brands need to proceed with care. The industry can be particularly litigious when it comes to intellectual property (IP).

As Samms explains, “IP rights—like rights to usage of content, logos of various teams or various leagues, and athlete names, images and likenesses—are particularly challenging to navigate. I highly recommend working with a skilled and experienced legal team in these instances.”

While the risks of mismanaged sports marketing campaigns are similar to influencer marketing, there are added layers of complexity that usually come from teams, leagues and events. The ANA describes two primary legal infractions:

• Trademark infringement: This refers to unauthorized use of a mark that is likely to cause “confusion, deception or a mistake about the source of the goods or services.” For example, using a name similar to a league, team or athlete, or misusing a logo, could be considered trademark infringement. Other actions, like cybersquatting, trademark counterfeiting or using a trademarked visual could all be seen as deliberate trademark infringement. Unless you have a specific partnership in place (which is notoriously hard to obtain), it’s typically best practice to avoid using sports industry IP in your content.
• Ambush marketing: This occurs when a company that’s not an official sponsor takes advantage of an event’s high profile attention by “launching marketing activities that create an association with the event.” Ambush marketing isn’t always unlawful, but it can still result in legal repercussions from event owners, official sponsors and legislative bodies. For example, if a company tries to run a promo or campaign tied to a particular event, athlete or organizer, that could be seen as ambush marketing. Also, attempting to market yourself in the physical space where an event is taking place could be frowned upon.

Both of these areas can be murky. Where does commenting or participating on a cultural event end and IP infringement or ambush marketing begin? Those most qualified to answer those questions will be your legal team. Just because they may caution you to avoid specific names, likenesses, images or events, doesn’t mean you can’t find creative ways to join the conversation on social or work with athletes.

Create your own sports marketing wins

Sports marketing has become a much more inclusive, highly engaging space, largely driven by social media and the diversity of athletes now in the spotlight. Brands that tap into this transformation can reach new audiences and build deeper connections, leveraging the passion and loyalty of sports fans across the globe.

As you plan your 2025 social media strategy, consider how the growing influence of women’s sports and diverse athletes could complement your brand (even in the most unexpected ways). The clock is running and it’s time for brands across industries to explore sports marketing as a key part of their growth strategy (in partnership with their legal team).

Looking for more content strategy insights for marketing leaders as you head into 2025? Download our CMO 2025 social content strategy pre-mortem to facilitate more productive planning for you and your team.