In MotoGP, Sport Sponsorship, Sports Marketing

Brands need to create content that resonates with their target audience. As a sports marketing professional, I realize that sports fans are exposed to an enormous amount of promotional material; to have a lingering effect, you have to differentiate yourself from competitors.

In this post we will explore how to effectively use sports advertising to reach your audience and create a lasting memory. We will delve into some strategies used in the past by major brands during events such as the Super Bowl or the Big Gameand analyze the elements that determine their success.

We will discuss the types of “branded content” that work best for sports marketing campaigns and how to tailor them to suit your specific goals. We will explore the mistakes made by promoters in this field and give advice on how to avoid them.

Whether you are new to sports advertising or looking for tips to improve your existing campaigns, this post has something for everyone. Let’s get ready to explore the world of sports advertising.

Importance of sports-related content

Companies that sponsor sports seek to engage their target audience in a profound way. Content produced using the sponsored discipline is an essential component of their marketing and communication efforts. By creating interactive and emotionally charged experiences, brands are able to create stronger connections with consumers and increase their loyalty.

Storytelling is a powerful tool when it comes to communicating with your target audience. For example, the campaign “All Our Thanks” by Verizon during the Super Bowl LI featured military families who had been reunited after long periods of separation due to deployment to conflict areas or other circumstances-a story that resonated strongly with viewers and created an emotional bond between them and the brand.

Engagement is critical, and not just for sports brands, to stay on top of the list of preferred brands. Brands need to come up with something that resonates emotionally, as a compilation of special moments – see the campaign Rule Yourself by Under Armour with Michael Phelps, or personalized profiles of teams or athletes, such as Sleep Number’s partnership with NFL teams across the United States, which have helped create a strong bond between fans and their respective brands. Sleep Number has allowed fans to customize their beds to match the colors and logos of each team, creating unique experiences for football fans around the world.

This creative strategy has helped Sleep Number gain significant visibility in the sports industry, further increasing brand loyalty among consumers nationwide.

Reaching a wider audience is important when considering sponsorship in sports; communication activities (campaigns) should be tailored to different demographics so that more people can relate to and effectively enjoy your message. One of the most successful operations I can remember, the campaign P&G’s “Thank You Mom” linked to Olympics, was very effective in this regard, celebrating mothers around the world for their role in helping athletes achieve their dreams-a concept that resonated widely with viewers, regardless of age or location…or their passion for sports. This campaign generated over 1 billion impressions globally and greatly increased P&G brand awareness.

Sports-related advertising messages are a great way to create an emotional connection with viewers and are a powerful tool for increasing engagement and strengthening brand commitment. Ultimately by exploring different types of sports branded content, such as influencer-driven videos, compilations of unique moments, or personalized profiles of teams and/or athletes, brands can harness the power of storytelling to reach a wider audience.

Sports content, testimonials and influencers

To reach a wider audience and amplify the message, companies can produce videos and social media materials based on sports influencers or testimonials. This takes the opportunity to target existing fan bases interested in these characters. This type of sports content can be used for product promotion, brand awareness campaigns and more.

Nike has long collaborated with famous athletes such as LeBron James and Serena Williams to create videos showing their products in use. It is important when designing a partnership with a testimonial to check his popularity and the public’s perception of him; results are not everything. Think of Federer ‘s partnership with Uniqlo, the most important of his entire career, which came at a time when King Roger rarely attended tennis courts due to aches and pains.

Compilations of unique moments are another great way to engage your customers. By capturing the highlights of events such as soccer games or car races and creating short clips about them, marketers can evoke strong emotions among viewers while giving visibility to their brand’s logo or message.

Sleep Number leveraged this tactic during the 2018 NFL season, presenting game highlights along with its branding elements in stadiums across the United States-a move that greatly increased fan engagement.

Finally, custom profiles of teams or athletes offer another option when it comes to creating sports content. Companies can create stories about individual players and teams that focus on key elements such as their performance statistics and achievements while highlighting their sponsorships. Under Armour did just that when it launched its “Rule Yourself” campaign with Michael Phelps in 2015; not only did it generate an immense amount of buzz, but it also provided valuable insights into what made Phelps so successful both on land and off.

Three operations, how big brands use sports and testimonials in communications, promotions, licensing.


Click to find out how this brand is using motorsport to promote its image and products. This is a complete and total fusion of Rolex and motor sports, cannot go unnoticed and certainly creates an unbreakable link between lovers of these disciplines and the prestigious watch manufacturer. Read what they write to appreciate the excellent work they are doing.

rolex f1




Lewis Hamilton, Valentino Rossi, Pecco Bagnaia just to name a few of the prestigious testimonials that together with properties such as Team Mercedes F1 or Yamaha MotoGP are part of Monster’s roster of partners. I attach an example of promotion related to the purchase of the drink.

Hamilton MonsterUniqlo

“LifeWear of Roger Federer. Federer and Uniqlo continue their journey, in addition to sports products under the RF brand, the Swiss’s use of Uniqlo clothing is shown. Here again we can see how the partnership that began with the Swiss tennis player a few years ago is developing into a path made up of communication, image, and products with Roger taking on the role of Global Brand Ambassador of Uniqlo.

Roger Federer Australian OPen

Innovations in stadium advertising and fan experiences

We are always connected, the spread of WiFi and ubiquitous coverage have helped change the way we live, and sports advertising has experienced a remarkable surge, with arenas and stadiums offering companies multiple ways to reach their intended audiences. Co-branding in stadiums and events is one way companies can tap this potential. By collaborating with sports organizations, brands can create unique experiences for fans while gaining valuable exposure.

Innovative ideas to improve the fan experience are also key when it comes to stadium advertising. From interactive displays to augmented reality installations, there are many ways sponsors can make their presence felt in the stands or on the field. Take for example Nike ‘s recent campaign during Euro 2020. The sportswear giant created several AR installations across Europe, users could virtually try on boots before purchasing them online, creating an unprecedented immersive shopping experience. Sports brands can now create unique fan experiences by collaborating with sports organizations and using innovative ideas such as interactive displays and AR installations.

Let’s digress a bit: the influence of culture and events on the sportswear industry today

The sportswear industry has undergone a major change in recent years, thanks to the influence of sneaker culture. The rise of streetwear fashion has generated a situation in which athletes increasingly wear clothes that represent their personal aesthetic, whether in competitive sports arenas or leisure settings. This trend is evident across multiple platforms, from professional sports leagues to recreational settings.

Athleisure clothing is one of the most popular trends that has emerged as a result of this cultural shift. The pandemic helped to clear customs for a more relaxed and comfortable way of dressing. Brands such as Nike and Adidas have taken advantage of this trend, designing lines specifically designed for athletes that also appeal to the general public, however.

Overall, it is clear that sneaker culture has had a significant impact on the way today’s athletes dress, whether they compete professionally or just play with friends. As consumer awareness and preferences continue to evolve, the sportswear industry is poised for continued innovation.


By leveraging sports branding, brands can create unique experiences that align with their customers’ interests and allow them to tell stories in creative ways, thus differentiating themselves from their competitors. Sports branding provides a means for companies to create personalized interactions aligned with their customers’ interests and offers them the opportunity to tell stories about themselves in imaginative ways.

Using sports branding strategies, companies can distinguish themselves from competitors and build meaningful relationships with fans. Thanks to innovations in stadium advertising and fan experiences, as well as the influence of culture on the sportswear industry, sports branded content has become more powerful than ever before.

Find out how
RTR Sports Marketing
can help you secure the perfect partnership for your brand. With our expertise and experience, we will create a tailor-made package to meet all your needs.

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Riccardo Tafà
Riccardo Tafà
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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