2024 has been a transformative year in sports marketing. International events including the Euros and the Olympic Games brought key marketing opportunities and resulted in substantial financial commitment from brands in their advertising strategies.
As we head towards 2025, we’re highlighting some of the digital sports trends likely to take off in the new year. From the inevitable progression of AI tools and social commerce to the benefit of telling athlete stories and utilising brand collaborations, 2025 is set to be a year of unique marketing opportunities across the board.
The AI Revolution
AI technology is establishing itself as a key player in sports marketing and it’s likely that 2025 will be the year that brands begin to take it to a whole new level. Sports marketers see the transition towards AI as a necessity to staying relevant in a competitive industry.
The most significant area in which AI can contribute to sports marketing is through data analysis. Brands who choose to implement this technology will be able to collect real-time data concerning players, results and fans’ reactions on social media. This will ultimately result in the hyper-personalisation of marketing campaigns. AI tools allow marketers to target their audience based on specific details such as gender, location, sport preference and even which team they support. For example, a sportswear brand will instantaneously be able to target their ads towards fans of a certain club with imagery that associates to that team thanks to the power of AI.
AI automation is one of the most exciting prospects for a marketing revolution in 2025. During sporting events, fans like to have as much information as possible instantly available. Brands can use AI tools to save time when responding to events, such as creating match reports and personalised adverts. For example, if a team makes it through to a final of a tournament, AI tools can help brands to adapt their ad instantaneously to appeal to the fans of that team.
Although AI continues to be a game-changer in the sports marketing landscape, it’s vital for brands to recognise its limitations. AI use can detract from community-building, accuracy and detail within an ad. Therefore, rather than relying on AI, brands should use it as a helpful tool that can enhance the journey of potential customers.
Athletes Become Storytellers
TikTok accounts, live videos and documentaries. There are now more ways than ever before for athletes to give fans an insight into their lives, both professionally and personally. Athletes are using these platforms to humanise themselves and brands will be keen to make the most of this.
In 2024, Ilona Maher became the most followed rugby union player in the world on social media. Boasting 4.5 million followers on Instagram and another 3.2 million on TikTok, Maher has excelled her public profile past what would traditionally be appropriate for an American female rugby player. Following her hugely successful appearance on Dancing with the Stars, Maher signed with English team Bristol Bears therefore furthering her sporting career. The heightening of Maher’s public profile has resulted in her becoming a much more marketable athlete who is highly sought after by multiple brands. As of 2024 she has already signed deals with Secret Deodorant, L’Oreal Paris and Tinder. Her willingness to humanise her public profile has hugely benefited her career prospects both inside and outside of sport.
Athletes who look to gain brand deals can no longer just rely on talent and success in their field. Instead, those who choose to tell their stories are more likely to gain attention online and therefore attract big brands looking to work alongside them.
Streaming services are competing to tell the stories of athletes on a grand scale. Netflix have produced six seasons of their documentary ‘Formula 1: Drive to Survive’ so far, giving fans a behind-the-scenes look at drivers and races throughout the season. Similar shows have already been produced for golf, tennis and athletics stars. The demand to see everything that goes on behind-the-scenes of an athlete’s life is greater than ever before, and through documentaries and social media, athletes can connect with fans on a bigger scale.
Social Commerce
In recent years social shopping has become increasingly popular, particularly with younger generations. The ability to shop directly on social media platforms has made TikTok, Instagram and other platforms incredibly popular amongst retailers.
The sports industry finds itself uniquely positioned to benefit from the rise of social commerce. With sports fans being some of the most highly engaged on social media, it makes it the ideal platform for brands to connect with their audience. Fans who are interested in interacting with teams, athletes and sports content, are the perfect audience for brands’ targeted marketing and direct sales.
Brands can combine social commerce with influencer collaborations. Endorsement from credible influencers can significantly impact consumer behaviour and purchasing decisions. By leveraging this sports brands can enhance their credibility and drive sales. Brands can also benefit from real-time interactions on social media. Encouraging influencers to promote live shopping events and limited time offers will help brands to drive purchases and create a sense of urgency.
The benefit of social commerce compared with online shopping is that it allows consumers to make purchases directly through social platforms. This seamless approach allows consumers to stay engaged and capitalises on convenience.
Under Armour as a brand has used TikTok as a way to engage with younger audiences. By partnering with influencers and creating engaging content, the brand has successfully tapped into the TikTok's high engagement rates.
Live shopping is another feature that is transforming social commerce. By creating a fun, interactive and immersive way for customers to try out and buy products, brands can engage directly with consumers in real time. In 2025 live shopping events will continue to grow in popularity, offering real-time engagement and immediate purchasing opportunities.
Collaboration is a Key Player
In the past, collaboration with well-known athletes would have made a brand stand out. Nowadays it’s a necessity. The audience requires products to be promoted by figures they believe to be reliable sources. Use of collaboration on marketing campaigns can help them to feel more relatable and aspirational to your audience.
Smaller brands may choose to collaborate with less well-known athletes, but those that have a following on social media. Wakeboarder, Nikolas Plytas, is one of the most high-profile extreme sports creators on TikTok. Although he may not be well-known in the traditional sense, his content has earned him 2.5 million followers. Plytas is sponsored by Red Bull, and they regularly feature him in their campaigns as his extreme stunts align with their brand values. Alongside Red Bull, Plytas has partnered with Prada for a series of challenges.
While collaborating with athletes is a great way for sports brands to excel, brand remixing is also coming into play. By collaborating with other brands, it can help both parties to capture attention and build cultural relevance. In 2024 Nike launched a collaboration with Fortnite to energise youth fandom. The campaign’s aim was to meet a new generation of athletes and fans where they already are. As games like Fortnite are hugely popular amongst younger generations, Nike used the collaboration to appeal to potential customers in a space where they feel comfortable.
When choosing which brands and athletes to collaborate with, remember authenticity is key. Always choose those that align with your values. Remember if you embrace multifaceted personalities, your brand is more likely to appeal to diverse audiences. You should also find unique ways to showcase your product in the athlete’s world without coming across unauthentic and forced. Partake in current trends – tapping into viral moments or trending topics in the sports world will help to keep your brand relevant and at the centre of the discussion.
Social Media Marketing Opportunities for 2025
Stay ahead of the game… Take note of some of the key sporting occasions coming our way in the new year. These could present big opportunities for your brand:
31 January - 15 March: Six Nations
9 February: Super Bowl LIX
17 May: FA Cup Final
31 May: Champions League Final
30 June - 13 July: Wimbledon
2 July - 27 July: UEFA Women's Euro
3 July - 6 July: British Grand Prix
5 July - 27 July: Tour de France
We look forward to seeing what 2025 will bring in the world of sports marketing and we can’t wait to see which brands will take home the gold with their match-winning campaigns!
If you want to make 2025 a brilliant year for your business, contact us for a complimentary consultation.
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