Sport as a Storytelling Platform - Why It’s Unmatched and Won’t Go Away
Published on
by Dominic Mills
Storytelling is one of the most popular buzzwords in marketing at the moment.
In this article, we sit down with our very own storytelling experts from SPORTFIVE's Production Studios department, to find out why sport works as the best platform to tell stories that build long lasting connections, and why we’re only in the first few chapters of sport as a storytelling platform.
In this Insight:
Why storytelling? Why sport?
Marketeers love jargon. Terms like ‘Brand Voice’, ‘Authentic Messaging’ ‘Mission-Driven Marketing’ and ‘User-Generated Content’ can all be regularly heard in break-out rooms and on video calls around the world.
One of the most popular marketing terms at the moment is ‘storytelling’. Storytelling in marketing is about crafting narratives that emotionally engage an audience. Here, products or services take a backseat as the main purpose is to build meaningful connections that inspire trust and to resonate with customers on a deeper level.
As one of the world’s leading sports marketing agencies, we, at SPORTFIVE, are no different. We also love jargon - and we really love storytelling.
In fact, the only thing we love more than a good story, is sport. For decades, we’ve intertwined storytelling and sport by bringing leading marketing tools, such as perimeter advertising, sponsorships and activation to brands, but we wanted to take this one step further and create a team dedicated to storytelling in sport.
In this article, we sit down with our band of experts from our Production Studios department, to find out why sport works as the best platform to tell stories that build long lasting connections, and why we’re only in the first few chapters of sport as a storytelling platform.
Authentic Plug-In Storytelling
Once a brand has decided on storytelling as a key approach to their marketing strategy, teams will often come together to discuss what message, angle, platform(s), narrative, and elements the approach will require.
This process can be long, tedious and divide opinions, as brands have to create a concept, often from scratch, that evokes authentic and lasting emotion in customers. It’s not the easiest ask, particularly when faced with budget constraints, KPIs and blank canvas platforms such as a 30 second TVC-slot, empty billboards or paid ads on social media.
For brands who opt to use sport as their primary storytelling platform, these discussions become a lot more straightforward. Sport has mastered the art of storytelling over millennia and has an authentic, real-time narrative that only the jeopardy and unpredictability of live sport can offer.
To tap into this, a brand needs only to create an authentic connection to this narrative, for instance by partnering with a team, league or athlete, and tell their story through these partnerships.
Once brands create an authentic connection to this narrative, they can benefit from the preexisting emotional attachment that consumers have with rightsholders.
LEGO’s partnership with women’s football clubs Arsenal, Aston Villa and Chelsea - as well as star players Beth Mead, Lauren Hemp, Sam Kerr and Rachel Daly shows just how effectively this plug-in style of storytelling can work.
Non-Stop Action
The term “Non-stop Action” is somewhat of a cliché in sports broadcasting. It brings about memories of the classic Mitchell & Webb skit from 2008 (see video), referencing the seemingly never ending supply of sport on television.
A lot has changed since 2008 and whilst there is somehow even more live sport available to fans, perhaps the biggest change is that sport has moved beyond the match-day and managed to become a 24/7, always-on storytelling machine that really does deliver non-stop action.
For brands, this opens up more possibilities than ever before to engage with their target audiences. On game days, brands can still tell their stories through TV adverts during the anticipation-filled build ups and analytical post-game breakdowns, and of course through shirt sponsorships and perimeter advertising during the unscripted drama of the live game.
But it’s beyond the game days that the impact can really be felt. Sport has transformed social media into its very own storytelling platform, where rightsholders, influencers, athletes and media all produce content that is centred around sport.
This seemingly unstoppable wheel of content allows brands to purposefully share their messaging and authentically engage with their audience at a frequency that very few, if any, platforms can match.
Athletes - The Main Character Every Story Deserves
One of the biggest challenges with storytelling in marketing is incorporating elements that appeal to the target audience’s emotions. Few things in life evoke emotions in people quite like other people.
You need only look at books (the original story telling platform) and the most sold books of all time, where the top 10 list are all centred around one (or in some cases more) main character, to see that people are more emotionally drawn to stories about people than any other form.
In sport, the main characters have always been athletes. Athletes have had an elevated importance in society since Ancient Greek times, but their importance and influence has grown even greater since social media has provided them with their own platform.
Research from YouGov shows that Millennials and Generation Z are more likely to follow individual athletes on social media than they are to watch live sport, with Deloitte finding that 80% of Gen Z follow a professional athlete on social media.
These generational behavioural shifts have turned professional athletes into marketing platforms in their own right, who can not only inspire and influence on the field of play, but can resonate with customers beyond sporting moments and connect wherever they go.
The Future of Sports Storytelling
In an era where audiences are inundated and overwhelmed with constant messaging, storytelling is brands’ attempt to cut through the noise and provide a channel that truly connects.
At its core, it's about sharing a narrative that evokes emotion, builds trust, and forms lasting relationships between organisations and people.
Sport has been doing this for millennia. Its ability to not only survive, but thrive in a world overflowing with content, shows that we’re not approaching the end of sport as a storytelling platform.
In fact, we might only just be at the beginning of an epic saga.
If you want to find out more about how SPORTFIVE uses storytelling in sport, visit our Production Studios page and explore how we’ve helped brands like JD, LEGO, Marriott Bonvoy, Pandora and Fiverr to help resonate with their audiences.
Frequently Asked Questions
Several trends are shaping the landscape of sports marketing, reflecting the evolving preferences of fans, advancements in technology, and a growing emphasis on sustainability and social responsibility. Here are some current trends in sports marketing:
Digital Engagement and NFTs
The rise of digital engagement through social media, mobile apps, and interactive content. Non-fungible tokens (NFTs) are gaining popularity for unique digital collectibles, allowing fans to own exclusive items tied to sports events.
Augmented and Virtual Reality
Integration of augmented reality (AR) and virtual reality (VR) technologies to enhance fan experiences. Virtual stadium tours, immersive AR experiences, and VR content are becoming prevalent.
E-commerce and Direct-to-Consumer Sales
Sports entities are increasingly focusing on e-commerce, enabling direct-to-consumer sales of merchandise and tickets. This trend enhances fan engagement and allows for personalised interactions.
Personalised Fan Experiences
Customization of fan experiences through data analytics. Personalised content, offers, and interactions tailored to individual preferences contribute to a more engaging and relevant fan experience.
Sustainability Initiatives
Growing emphasis on sustainability and eco-friendly practices in sports marketing. Sports organisations are adopting green initiatives, promoting sustainable events, and engaging in environmental conservation efforts.
Social Responsibility and Inclusivity
A commitment to social responsibility and inclusivity. Sports entities are leveraging their platforms to address social issues, promote diversity and inclusion, and engage in community outreach programs.
Esports Integration
The integration of esports into traditional sports marketing strategies. Esports partnerships, sponsorships, and events are on the rise, attracting a younger and tech-savvy demographic.
Athlete Empowerment and Personal Branding
Athletes are increasingly empowered to build and promote their personal brands through social media, content creation, and endorsements. Authenticity and storytelling play a crucial role in athlete marketing.
Live Streaming and OTT Platforms
The growing importance of live streaming and over-the-top (OTT) platforms for sports content consumption. Sports organisations are exploring direct-to-consumer streaming services to reach global audiences.
Blockchain and Fan Tokenization
The use of blockchain technology for fan tokenization. Sports teams and leagues are launching fan tokens, providing fans with exclusive benefits, voting rights, and a stake in the team's decision-making process.
Health and Wellness Partnerships
Collaborations with health and wellness brands. Sports entities are aligning with brands focused on fitness, nutrition, and overall well-being to promote a healthy lifestyle.
Interactive Content and Gamification
Interactive content and gamification strategies to engage fans. From interactive polls to gamified experiences, sports marketing is leveraging elements of play and competition.
Dynamic Ticket Pricing
Implementation of dynamic ticket pricing models, adjusting ticket prices based on factors such as demand, team performance, and event significance.
Innovative Sponsorship Activations
Creative and innovative sponsorship activations. Brands are exploring unique ways to activate sponsorships, including virtual activations, interactive campaigns, and experiential marketing.
Staying abreast of these trends allows sports marketers to adapt their strategies, engage with their target audience effectively, and create memorable and impactful experiences in the ever-evolving landscape of sports marketing.
Partnership marketing, also known as strategic collaboration, is a mutually beneficial arrangement where two or more businesses or entities join forces to achieve shared marketing objectives.
In this approach, each partner contributes resources, such as customer base, expertise, or promotional channels, to create a synergy that enhances the overall effectiveness of the marketing efforts.
The collaboration can take various forms, including joint promotions, co-branded products, shared events, or cross-promotional campaigns.
Partnership marketing enables companies to reach new audiences, increase brand visibility, and capitalise on the strengths of their partners. It fosters a win-win scenario, where both parties leverage the relationship to achieve strategic goals and often results in a more cost-effective and impactful marketing strategy for all involved.
A good sponsorship fit is characterised by the alignment of the sponsoring brand with the sponsored entity in a way that creates mutual value and resonates with the target audience. Several factors contribute to a strong sponsorship fit:
Relevance: The sponsorship should align with the values, image, and interests of both the sponsoring brand and the sponsored entity, creating a natural and authentic connection.
Target Audience Alignment: The audience of the sponsored entity should closely match the target demographic of the sponsoring brand, ensuring that the partnership reaches the right consumers.
Brand Image Consistency: The sponsorship should enhance, not contradict, the overall image and messaging of the sponsoring brand, contributing positively to its perception.
Engagement Opportunities: A good fit provides meaningful opportunities for engagement, whether through events, activations, or collaborative campaigns, ensuring that the partnership goes beyond mere visibility.
Mutual Goals: Both the sponsor and the sponsored entity should share common objectives and goals, fostering a collaborative approach to the partnership.
Long-Term Viability: Ideally, a good sponsorship fit has the potential for a long-term relationship, allowing both parties to grow and evolve together.
Ultimately, a successful sponsorship fit is one where the collaboration is strategic, authentic, and creates a win-win scenario for both the sponsor and the sponsored entity.
A sports sponsorship campaign is a strategic marketing initiative where a brand aligns itself with a sports property, team, event, or athlete to achieve specific marketing objectives. Here's an overview of what a sports sponsorship campaign typically involves:
Objective Definition: Clearly define the goals and objectives of the sponsorship campaign. This could include increasing brand awareness, reaching a specific target audience, driving sales, or enhancing brand image.
Target Audience Identification: Identify and understand the target audience for the campaign. Tailor messaging and activations to resonate with this demographic
Selection of Sports Property: Choose a sports property or entity that aligns with the brand's values, target audience, and marketing objectives. This could be a sports team, league, event, venue, or individual athlete.
Negotiation and Agreement: Negotiate sponsorship terms and conditions, including financial arrangements, duration, rights, and specific activations. Reach a formal agreement with the sports property.
Activation Planning: Develop a comprehensive activation plan outlining how the brand will leverage the sponsorship to achieve its objectives. This may include on-site activations, social media campaigns, advertising, and other promotional activities.
Branding and Visibility: Incorporate the brand into various elements of the sports property, such as signage, uniforms, merchandise, and digital platforms, to maximise visibility and exposure.
Advertising and Promotion: Implement advertising campaigns and promotional activities that leverage the sports sponsorship. This may involve TV commercials, radio spots, online ads, and social media promotions.
Social Media Engagement: Create engaging content for social media platforms to connect with fans and followers. Utilise the sports property's social media channels and leverage relevant hashtags.
Event Participation: Participate in or host events associated with the sports property. This could include fan meet-and-greets, product launches, or sponsorship-specific activities during games or events.
Measurement and Analytics: Establish key performance indicators (KPIs) and metrics to measure the success of the campaign. This may include brand exposure, social media engagement, website traffic, lead generation, and sales.
Post-Campaign Evaluation: Conduct a thorough evaluation of the campaign's performance, analysing the achieved results against the set objectives. Identify areas of success and areas for improvement.
Relationship Building: Cultivate relationships with the sports property, athletes, and the fan community. Explore opportunities for ongoing collaboration and brand integration.
Sports sponsorship campaigns are dynamic and multifaceted, requiring careful planning, execution, and evaluation. Successful campaigns integrate the brand seamlessly into the sports environment, fostering positive associations and engagement with the target audience.
Social media plays a pivotal role in sports marketing, providing a dynamic and interactive platform to engage with fans, build brand presence, and amplify the reach of sports entities. The significance of various platforms, including Facebook, X (formerly Twitter), Instagram, TikTok, and emerging Web 3 formats, is immense:
Fan Engagement and Community Building
Social media platforms facilitate direct interactions between sports entities and fans, fostering a sense of community and engagement. Fans can share experiences, express opinions, and connect with their favourite teams, athletes, and events.
Real-time Updates and News Distribution
Platforms like X (formerly Twitter) serve as real-time news feeds, allowing sports organisations to share updates, live scores, and breaking news instantly. This immediacy enhances the fan experience and keeps them informed.
Visual Storytelling on Instagram
Instagram's visual-centric nature is ideal for sports marketing. Teams and athletes use it to share behind-the-scenes content, highlight moments, and create visually appealing narratives that resonate with fans.
Short-form Content on TikTok
TikTok's popularity for short-form, engaging content is harnessed by sports entities to showcase highlights, challenges, and entertaining snippets, appealing to a younger and diverse audience.
Brand Visibility and Sponsorship Activation
Brands leverage social media to activate sponsorships, promoting partnerships with teams or athletes through branded content, challenges, and interactive campaigns. This enhances brand visibility and aligns with the interests of the sports community.
Emergence of Web 3 Platforms
Web 3 platforms, driven by blockchain and decentralised technologies, are gaining traction. These platforms offer new possibilities for fan engagement, tokenized assets, and ownership models, allowing fans to have a more direct and participatory role in the sports ecosystem.
Global Reach and Accessibility
Social media breaks down geographical barriers, enabling sports organisations to reach a global audience. Live streaming, highlights, and interactive features ensure accessibility for fans worldwide.
Influencer Marketing and Athlete Branding
Athletes and sports influencers utilise social media to build personal brands, connect with fans, and attract sponsorships. Brands leverage athlete influencers to reach specific demographics and enhance their marketing efforts.
Fan-generated Content
Social media encourages fan-generated content, turning fans into brand ambassadors. User-generated content, such as fan art, reactions, and challenges, contributes to a vibrant sports community.
Data-driven Insights
Platforms provide valuable analytics and data, allowing sports marketers to understand audience behaviour, tailor content strategies, and measure the impact of campaigns.
Overall, social media platforms play a multifaceted role in sports marketing, enabling real-time communication, fostering community, and creating innovative ways to connect with fans and consumers. The evolution of platforms, including the rise of Web 3 technologies, continues to shape the future of sports marketing in the digital age.
Key Performance Indicators (KPIs) for sports marketing help assess the success and effectiveness of marketing strategies in the sports industry. Here are several KPIs relevant to sports marketing:
Brand Awareness
This can be measured by brand mentions, logo visibility, and recall. It measures how well the audience recognizes and remembers the brand associated with sports events.
Social Media Engagement
Social Media Engagement can be measured by likes, shares, comments, and follower growth. It indicates the level of audience engagement and the virality of sports-related content on social media platforms.
Fan Attendance
The number of attendees at sponsored events.It reflects the popularity and success of sports marketing initiatives in drawing live audiences.
Lead Generation
The number of leads generated through sports marketing campaigns.It measures the effectiveness of marketing efforts in attracting potential customers or clients.
Conversion Rates
The percentage of leads converted into customers. It evaluates the ability of sports marketing activities to translate interest into actual business.
Return on Investment (ROI)
The financial return compared to the cost of marketing initiatives. It assesses the profitability and efficiency of sports marketing spend.
Ticket Sales
The number of tickets sold for sponsored events.It directly correlates with the impact of marketing efforts on event attendance and revenue generation.
Merchandise Sales
The sales of branded merchandise.It reflects the popularity of the brand and the effectiveness of marketing in driving consumer purchases.
Media Impressions
The number of media mentions and overall impressions. It quantifies the reach and exposure of the brand through media coverage.
Brand Perception
The results from brand perception surveys. This measures how the audience perceives the brand in association with sports marketing activities.
Sponsorship Impact
The effectiveness of partnerships formed through sports sponsorships.It assesses the success of collaborative efforts and the achievement of mutual goals.
Website Traffic
The number of visitors, page views, and time spent on the website.It indicates the impact of sports marketing on driving online engagement and interest in the brand.
Regularly monitoring and analysing these KPIs provides valuable insights into the performance of sports marketing initiatives, guiding adjustments and improvements for future campaigns.
Measuring the return on investment (ROI) in sports sponsorship involves evaluating the financial gains relative to the costs incurred.
Define Objectives: Clearly articulate the goals and objectives of the sports sponsorship. Whether it's brand awareness, lead generation, or sales, having clear objectives will guide your measurement efforts.
Establish Key Performance Indicators (KPIs): Identify the specific metrics that align with your objectives. These may include brand exposure, social media engagement, website traffic, lead generation, and sales.
Quantify Sponsorship Costs: Calculate the total costs associated with the sponsorship, including sponsorship fees, activation costs, marketing materials, and any other related expenses.
Measure Brand Exposure: Evaluate the visibility of your brand during sponsored events. Track logo placements, mentions, and any promotional materials to quantify brand exposure.
Social Media Analytics: Monitor social media metrics related to the sponsorship, such as likes, shares, comments, and follower growth. Assess the impact of sponsored content on social media platforms.
Website Analytics: Analyse website traffic during and after the sponsorship period. Look for increases in visits, page views, and user engagement attributed to the sponsorship.
Lead Generation and Conversion Rates: Track leads generated through the sponsorship and assess the conversion rates. Connect leads to specific sponsorship activities to understand their origin.
Sales Attribution: Attribute sales to the sports sponsorship by tracking customer purchases during or after the sponsorship period. Use unique identifiers like promo codes or dedicated landing pages.
Customer Lifetime Value (CLV): Assess the impact of the sponsorship on customer retention and CLV. Determine if the sponsorship contributes to long-term customer loyalty.
Calculate ROI: Use the formula ROI = (Net Profit ÷ Total Cost) x 100. Net Profit includes revenue generated directly from the sponsorship, such as increased sales or customer value.
Consider Intangible Benefits: While ROI is often associated with financial metrics, consider intangible benefits such as improved brand perception, strengthened partnerships, and long-term relationship building.
Benchmark and Compare: Compare the calculated ROI against industry benchmarks or previous sponsorship initiatives to provide context and evaluate the success of the current sponsorship.
By systematically assessing these factors, businesses can gain a comprehensive understanding of the ROI of their sports sponsorship and make informed decisions for future sponsorships and marketing strategies.
To become the sponsor of an athlete, follow these steps:
Research Athletes: Identify athletes whose image, values, and audience align with your brand. Consider factors like sports, achievements, and public persona.
Contact Management: Reach out to the athlete's management or agent. Contact information is often available on their official website or through professional representation agencies.
Proposal Development: Craft a compelling sponsorship proposal outlining the benefits, objectives, and terms of the partnership. Highlight how the collaboration will be mutually beneficial.
Negotiation: Initiate discussions with the athlete's representatives to negotiate terms, including financial arrangements, contractual obligations, and activation plans.
Legal Documentation: Once terms are agreed upon, work with legal professionals to draft a formal sponsorship agreement that outlines the rights and responsibilities of both parties.
Activation and Collaboration: Implement sponsorship activation strategies, collaborate on marketing campaigns, and engage with the athlete to maximise the impact of the partnership.
Building a successful sponsorship relationship with an athlete requires careful consideration, effective communication, and a shared vision for the collaboration.
SPORTFIVE works across a wide spectrum of sports, including football (soccer), basketball, esports, motorsports, tennis, and more. The global presence allows SPORTFIVE to connect brands with top-tier sponsorship opportunities in almost any sport.
SPORTFIVE works for a diverse range of brands, from global consumer brands to niche players looking to enter the sports market. The clients come from a variety of industries, including automotive, consumer goods, tech, and more. No matter your size or industry, SPORTFIVE can tailor a sponsorship solution to meet your specific needs.
SPORTFIVE implements a creative and results-oriented approach to sponsorship activation, focusing on delivering meaningful experiences that connect brands with their audience. By leveraging digital platforms, live events, and fan engagement tactics, the agency ensures that sponsorships go beyond visibility to deliver true value and engagement.
SPORTFIVE offers a comprehensive range of services that go beyond standard sponsorship deals. The agency provides full sponsorship consulting, activation, and sales, ensuring that brands receive strategic, tailored advice at every stage of the sponsorship process. The global presence and data-driven approach makes SPORTFIVE the preferred partner for brands looking to make impactful investments in sports.
Learn more about the service offering here
If you are interested in a career at SPORTFIVE and help brands to grow through sport sponsorship and marketing, simply check out the careers page. The SPORTFIVE team will be happy to discuss opportunities that match your experience and vision.
