Sports is levelling up and talent is at the centre of it.

Sports marketing has never been (arguably) more exciting. This new era has seen more integrated campaigns and projects than ever before, and most featuring the rising stars and iconic figures from the world of music, fashion and sports. But why?

One word, culture. More than ever, these three things, though hosts to their own world of subcultures, are being  utilised as cultural currency, tapping into audiences by way of creating culturally resonant moments. This is also historically known to be way more memorable. 

This evolution is such an exciting time for brands, agencies and talent for many reasons, one being its richness in audience resonance. Take the Super Bowl, the world is still recovering from Taylor Swift attending with  Apex Marketing Group estimates Swift created a “brand value” of $331.5 million for the Chiefs and the NFL respectively. Talk about payoff.

But this isn’t all, United, American, and Southwest Airlines created Swift-Kelce-themed flights to the big game, with flight numbers like 1989 (a reference to a Swift album name) and 87 (Kelce’s jersey number). Even as a microcosm of the Swift effect, you can already start to imagine why these intersections create huge opportunities for brands and sports agencies everywhere. 

On UK soil, similar spikes can be seen across sports marketing. Famously, Foot Asylum, major sports retailer has been the first to popularise long form content featuring culturally resonant voices of the internet youth culture to significant success. Most recently, Homeground dropped their campaign for Adidas and Aston Villa home kit unveiling featuring none other than the Prince of Darkness himself, Ozzy Osbourne. 

So how does it all come together? Well, talent. Dissecting these innovative marketing activations more closely, we can identify three or four core elements: Influencer marketing, production (both events and video) and social first content strategy alongside some more technical support with video producers, editors and creative directors. This arsenal of creative talent is the backbone of these carefully crafted cultural campaigns. 

As the sports marketing space continues to evolve, integrating with the big hitters of culture, the time is now to pull the trigger. As an experienced agency with an abundant network of highly skilled sports marketing professionals and dedicated relationships with the biggest brands and businesses in sports, we are well positioned to support in this capacity. 

Reach out to build your squad with us here.