Sport as entertainment is growing fast, and brands are taking advantage. With viewership and participation both on the rise, the $2.3tn global industry is projected to reach more than three times that by 2050.
Sport today is first and foremost a cultural ecosystem, made of highly engaged communities, rituals, niche fandoms and shared moments. All intertwining over moments of global fascination that define emotions and even impact politics.
Advertisers rightly want a piece of this engaged audience. Yet no matter how clever the creative, perimeter ads and billboards are restrictive mediums. To truly and authentically impact the audience, brands must move away from simply buying visibility and create meaningful roles for themselves in culture and fan communities. They must become cultural players.
