Sports marketing is changing--here's what it means for us

For decades, football has been America’s dominant sport.

A Sunday ritual of Bud Light, Doritos and foam hats is deeply woven into the nation’s cultural fabric.

But in recent years, the NFL has started feeling the heat from unexpected competitors.

Racing and motorsports like Formula 1, NASCAR, and SailGP are gaining ground. Soccer—both men’s and women’s—is finally enjoying the attention it deserves.

And there’s no arguing that in 2024, no U.S. league had a bigger season than the WNBA.

These shifts signal massive opportunities for marketers. But they also come with unique challenges that demand a rethinking of the playbooks.

So, why are audiences turning to sports once considered niche in the U.S.?

The answers lie in culture.

Younger fans are seeking connection beyond the scoreboard. They're looking to athletes’ personal stories, social activism, and the sense of community these leagues foster.

The WNBA’s record-breaking 2024 season was about far more than buzzer-beaters.

It was, instead, about the league’s unapologetic stance on social justice, the rise of superstar players like Caitlin Clark and A’ja Wilson, and a dedicated fanbase that’s as vocal as it is passionate.

Throw in a little SKIMS campaign to top it all off and enthusiasum around the sport reached fever pitch.

Soccer has also surged in popularity as Gen Z and Millennials embrace the global game.

International matches and fandoms that thrive online are largely to thank for its growing fanbase.

Formula 1 owes much of its U.S. rise to Netflix’s Drive to Survive, which turned a technical sport into a must-watch drama. Even SailGP has captured attention with its sustainability messaging, drawing eco-conscious fans to its high-speed.

The way we consume sports has fundamentally shifted.

Streaming platforms, social media, and YouTube have dismantled the NFL’s old monopoly on airtime (and thank God for that.) F1’s savvy use of Netflix and TikTok has created a legion of U.S. fans who might never have watched a race otherwise.

The WNBA’s partnerships with streaming platforms and social-first strategies have made games, and players, more accessible than ever.

Let’s not forget the players themselves. Because you know I’m not watching the Bucks game for anything other than Giannis Antetokounmpo – be so for real.

Athletes in these leagues are savvy marketers.

From Alex Morgan’s sharp personal brand to Bubba Wallace’s activism within NASCAR, athletes are connecting directly with fans in ways the NFL’s stoic superstars never really have.

For brands, this diversification of sports fandom is an absolute goldmine.

But success depends on more than slapping a logo on a jersey. C’mon, y’all, we’re better than that.

So how can we, as marketers, tap into this trend?

1. Lean into storytelling. Partner with athletes and leagues to tell stories that resonate. Consider how Drive to Survive transformed F1. So, what narrative arcs can your brand align with?

2. Champion diversity and inclusivity. Younger audiences demand authenticity. We’ve heard it time and time again. Support leagues and athletes who represent marginalised communities and do so with sincerity.

3. Think beyond the game. From pre-game social media trends to post-game fan meetups, the action isn’t confined to the field. Brands should create experiences that deepen fan engagement. (See: Grimace at the New York Mets game.)

4. Build long-term partnerships. Instead of fleeting sponsorships, brands should commit to meaningful relationships with athletes and leagues. Authenticity takes time to cultivate.

But hold on, it’s not all smooth sailing.

Of course, there are risks.

Over-commercialisation could alienate fans who value the authenticity of these leagues.

As it does with most things, sports related or not.

SailGP’s sustainability messaging, for instance, has drawn both applause and scepticism. Brands must ensure their campaigns align with the values of the fans they’re targeting—or risk being called out for pandering.

The fragmentation of fandom also poses logistical challenges. Marketers need to navigate multiple platforms, formats, and audiences to make an impact.

As football faces increasing competition, the sports landscape is becoming more diverse, more inclusive, and more reflective of societal values.

This evolution demands that marketers rethink their approach. Success lies in understanding what draws audiences to these rising leagues and building campaigns that feel authentic, dynamic, and deeply connected to the culture of the moment.

The rise of sports like the WNBA, Formula 1, and soccer is a cultural phenomenon. And it's one that we certainly need to ride the coattails of.

And just like in sports, marketers who want to win need to bring their A-game.

-Sophie, Writer