- Experiences are a portal to participation for brands wanting to tie-in with major sporting events
- For brands that don’t have automatic legitimacy in the sporting space, storytelling and narrative themes need to be created to build an authentic relationship with fans
- Mass participation sporting events can be crowded advertising spaces but they also offer access to audiences on a scale not easily found
- New formats are being designed across sport that is building engagement with established fans as well as bringing in new ones – these are offering brands new partnership opportunities
1. Foster mass participation
2. Find a credible story that links the brand to the sport
3. Experiment with new formats
4. Serve fans with something unexpected
5. Think broadcast-first
How can brands score with sports fans?
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