The Masters Tournament — a name synonymous with prestige, history, and timeless tradition. From the iconic green jacket to the immaculately manicured fairways of Augusta National, The Masters is more than just a golf tournament; it’s a symbol of exclusivity and excellence. For brands, aligning with The Masters is a golden opportunity — but one that comes with a unique challenge: how do you innovate and engage modern audiences without disrupting the event’s classic, traditional feel?
As the sports marketing landscape evolves, so too must sponsorship strategies, even at an event as rooted in tradition as The Masters. The future lies in a delicate balance — blending innovation with the time-honoured principles that make The Masters, quite simply, “a tradition unlike any other.”
The Masters’ Unique Approach to Sponsorship
Unlike many sporting events, The Masters limits its sponsors to a select few with minimal on-course branding and a strict focus on subtlety. There are no large banners, flashy commercials, or over-the-top activations. Instead, The Masters allows brands to benefit from association rather than saturation.
This minimalist approach works because it mirrors The Masters’ values: exclusivity, sophistication, and class. For sponsors, the reward isn’t mass visibility — it’s credibility by proximity.
However, the challenge for the future is clear: how do these brands continue to engage an evolving audience, particularly a younger audience, without compromising The Masters’ essence?
Where Innovation Meets Tradition
1. Enhanced Digital Experiences
Despite significant developments in recent years in television viewing, The Masters live television broadcast is still very limited in comparison with other major championships with only 5 hours of live coverage shown per day with limited featured groups shown. In light of Augusta National historically showing caution about technology, recent years have shown a willingness to embrace digital platforms in carefully controlled ways. The Masters app and website both offer immersive features like real-time player tracking and personalised highlight reels which have become increasingly popular and something I look forward to each year.
Future digital opportunities for sponsors at The Masters:
o AI-Powered Content: AI has the potential to redefine the way fans experience The Masters, delivering hyper-personalised updates and predictive insights in real time. Imagine an AI-powered personal caddie embedded within The Masters app, offering real-time shot recommendations, historical data comparisons, and tailored viewing experiences. Users could engage with AI-driven features by asking:
• “What are the chances Scottie Scheffler makes this putt?”
• “How did Tiger Woods play this hole in 2019?”
By leveraging historical tournament data, course conditions, and player tendencies, AI could create a smarter, more interactive way for fans to follow the action—both on-site and remotely.
o Augmented Reality (AR): Given the exclusivity of attending The Masters, AR presents an opportunity to bring Augusta to the fans, no matter where they are. Virtual course walk-throughs could allow users to experience Augusta’s iconic holes in 3D, providing an immersive perspective from their own living rooms.
The 2024 introduction of the Masters VR App for the Apple Vision Pro headset marked a significant step forward, but there’s potential to expand this even further. Future enhancements could include:
• “Then vs. Now” Shot Comparisons: AI-powered AR overlays could place current players’ shots alongside Masters legends, comparing power, trajectory, and decision-making.
• Live AR Shot Tracking: Viewers could use their phones or headsets to track ball flights, green slopes, and wind conditions in real time.
By expanding on these digital innovations, sponsors can elevate the Masters experience for both in-person attendees and remote viewers, ensuring the tournament’s legacy remains as forward-thinking as it is steeped in tradition.
2. Subtle Social Media Integration
The Masters’ social media presence has grown, but it remains refined and measured. Sponsors could lean into this by creating content that complements The Masters’ brand — think behind-the-scenes storytelling, spotlighting the craftsmanship behind the green jacket, or showcasing the quiet luxury of Augusta’s hospitality suites.
Influencer collaborations, though understated, could also play a role — focusing on thought leaders in golf, sports fashion, or luxury lifestyles who embody The Masters’ elegance, especially in an era where influencer golf is becoming ever presence in the industry and making its way into traditional golfing media platforms.
3. Sustainability Partnerships
With growing global emphasis on sustainability, future sponsors may align with The Masters’ eco-conscious efforts. Augusta National already takes environmental stewardship seriously, and brands could deepen this by promoting green initiatives — from Mercedes-Benz showcasing electric vehicles to partnerships aimed at reducing the tournament’s carbon footprint.
4. VIP Virtual Access & Hospitality: The Untapped Digital Opportunity The Masters is synonymous with exclusivity and tradition, making on-site hospitality a premium asset for sponsors. However, in 2020, brands were forced to pivot, leveraging virtual experiences to engage VIP clients in the absence of patrons. Initiatives ranged from exclusive online watch parties to bespoke brand experiences, but despite the return of full crowds, digital hospitality has remained largely underdeveloped.
Looking ahead, sponsors have a significant opportunity to build on the digital innovations introduced in 2020 and 2021 by developing hybrid hospitality models. Imagine a virtual “members-only” suite, where top clients and partners gain exclusive access to:
• Live Q&As with past Masters champions.
• Virtual cocktail hours hosted by brand ambassadors.
• Digital networking events tied to the tournament.
Additionally, brands could extend engagement beyond Augusta with interactive experiences such as virtual golf challenges, where fans compete in online simulators replicating the Masters Pro-Am. These activations could include celebrity or player-hosted coaching sessions, capitalising on the growing popularity of tech-driven golf experiences like TGL, where players are becoming increasingly comfortable with virtual competition. By integrating digital-first hospitality, brands can enhance the Masters experience for VIPs, ensuring year-round engagement rather than limiting it to tournament week.
5. Data-Driven Engagement
With a younger, tech-savvy audience tuning in, brands may leverage data analytics to create more personalised sponsorship activations. Targeted digital campaigns, using insights from app usage and social engagement, could help sponsors tailor their messaging without ever detracting from The Masters’ classic atmosphere.
The Challenge: Preserving The Masters’ Essence
Ultimately, The Masters will always be about golf first — not corporate noise. The tournament’s leadership has a proven track record of protecting its brand integrity, and future sponsors will need to operate within those same guardrails.
The key for brands will be to embrace innovation that feels seamless — technology that enhances the fan experience, not distracts from it. It’s not about making The Masters louder or flashier; it’s about making it more immersive, more personal, and more connected for the fans, all while maintaining the quiet grace that has defined Augusta for nearly a century.
Conclusion: Walking the Tightrope of Tradition and Innovation
As the sports marketing world races forward, The Masters will remain a masterclass in subtlety — an event where tradition reigns and branding whispers rather than shouts. Yet, there’s room for evolution.
The future of sponsorship at The Masters lies in thoughtful innovation — in using technology to deepen engagement, embracing sustainability, and leveraging digital platforms in a way that feels organic to Augusta’s timeless charm.
For brands, the challenge isn’t just gaining visibility at The Masters — it’s earning the right to stand alongside one of the most revered tournaments in sports history.
Formula 1 has always been a sport that combines both heritage and innovation. Historically dominated by luxury brands, oil giants and watchmakers, it is now undergoing a significant commercial transformation. Sponsors such as Rolex, Petronas and Shell, who have been pillars of F1 for decades, now face competition from disruptive new players. Crypto companies, fashion brands and tech giants are seizing F1’s global growth, changing the way sponsorships function across teams, drivers and fan engagement.
With a younger, digitally engaged fanbase emerging, largely driven by the success of Drive to Survive and F1’s expansion into new markets, Brands now recognise the need to connect with audiences through deeper storytelling, engagement, and alignment with modern values such as sustainability and innovation to build meaningful relationships with this new generation of fans.
Teams: The Shift from Traditional Partners to Modern Investment
For many years, F1 teams have relied on established sponsors, ranging from oil companies to high-end consumer brands, to fund their operations. These partnerships not only provided financial stability but also reinforced F1’s image of luxury. However, newer brands are now challenging this traditional model.
Tech giants like Google and AWS have gone beyond typical sponsorship, embedding their technology into team operations. Fashion houses such as Boss and Tommy Hilfiger are transforming partnerships into lifestyle collaborations. On the other hand, the rise and fall of crypto sponsorships has revealed the risks associated with chasing short-term financial gains. The 2022 fallout of FTX from Mercedes, for example, exposed the volatility of these new players and forced teams to rethink their commercial partnerships. (1) This year, we saw the first ever F1 deal that was paid completely in cryptocurrency, with the partnership between Aston Martin and Coinbase. (2)
As the sponsorship landscape evolves, teams are increasingly having to strike a balance between the legacy stability of long-term sponsors and the fresh investment and innovation offered by new players. The most successful teams will be those that align with brands capable of evolving with the sport.
Drivers: From Team Ambassadors to Global Influencers
F1 drivers are no longer just athletes. They have become global influencers, shaping consumer trends and brand perceptions beyond the track. While sponsorships were traditionally handled at a team level, today’s drivers are creating their own high-profile partnerships, redefining how brands interact with the sport.
Lewis Hamilton’s collaboration with Lululemon (3), Charles Leclerc’s association with APM Monaco and Carlos Sainz’s partnership with L’Oréal Paris (4) highlight how drivers have become powerful marketing assets. Their influence stretches beyond motorsport, allowing brands to tap into new audiences and form stronger connections with fans. However, this shift also brings challenges. As drivers form personal sponsor relationships, potential conflicts with team-wide partnerships must be managed carefully to ensure a cohesive commercial strategy. An example of this is Charles Leclerc being a brand ambassador for luxury jewellery brand APM Monaco. (5) While this makes sense due to the driver being from Monaco, it could be seen as ironic due to the FIA’s strict new safety regulations restricting jewellery for drivers, which became a lot stricter in 2022, which was the year Lewis Hamilton clashed with the FIA over his jewellery, particularly a permanent nose stud. (6)
As F1 embraces a digital-first approach to fan engagement and lifestyle branding, drivers play a central role in shaping the sport’s sponsorship landscape. Their ability to connect heritage brands with modern consumer trends makes them invaluable assets in F1’s evolving commercial ecosystem.
Fans: The Changing Expectations of Engagement
F1’s fanbase has undergone a significant shift in recent years, with a growing proportion of younger, digitally savvy fans driven by the rise of Drive to Survive. This new fanbase means that an increasing number of fans are craving more interactive experiences, exclusive content and meaningful engagement.
While legacy brands like Rolex maintain their prestige, newer sponsors are focusing on digital activations, social media campaigns and immersive fan experiences. Red Bull, for example, has revolutionised sponsorship by integrating extreme sports, digital storytelling and fan engagement into its F1 strategy.
Fashion and tech brands have emerged as more stable partners that understand the long-term value of fan engagement. These brands, such as Boss and Google, offer collaborations that go beyond visibility and extend into the lifestyle of fans. For example, fashion brands use drivers as ambassadors, bringing F1 into fans’ daily lives and creating content that resonates on social media platforms. (7) Similarly, tech brands enhance the fan experience through digital innovations, giving fans more access to data and insights while enhancing their connection to the sport.
These long-term, fan-focused partnerships demonstrate the shift in sponsorship strategy. The most successful brands are those that understand the evolving expectations of F1’s global fanbase, aligning their values with the sport’s digital transformation and delivering more than just traditional branding.
The Risk of Chasing the Highest Bidder
If F1 focuses solely on securing the highest bidder, it risks compromising the very prestige that has made the sport iconic. Legacy sponsors like Shell and Petronas have built F1’s financial foundation and bolstered its luxurious image, attracting a dedicated fanbase that values the sport’s tradition and exclusivity. These fans connect with F1 not just for the spectacle but for the heritage it represents, a world of high performance, craftsmanship and elite brands.
Prioritising short-term financial gains from brands that may not share these values could dilute F1’s essence. The influx of new brands, particularly in the crypto and tech sectors, may bring in immediate revenue but could feel transactional rather than rooted in the sport’s culture. If F1 focuses too much on securing the biggest pay checks from passing trends, it risks alienating its loyal fans who are drawn to its history and prestige. These fans seek authenticity and brand alignment that reflects the high standards and legacy of F1.
The shift towards mass-market could create a divide between F1’s loyal, core audience and the new wave of followers who are attracted by more superficial sponsorships. It could lead to a loss of connection between F1’s brand identity and its most dedicated supporters, who may feel the sport has lost its exclusivity and cultural value. For F1 to succeed in the long term, it must balance embracing new, innovative sponsors with maintaining the authenticity and prestige that has made it a global phenomenon. The future of F1’s sponsorship ecosystem should focus on partnerships that reflect its legacy, ensuring growth while preserving its identity.
The Future of F1 Sponsorship
F1’s commercial ecosystem is at a crossroads. Legacy sponsors must evolve to stay relevant while newer brands must demonstrate their ability to offer long-term value instead of short-lived financial gains.
The most successful partnerships will be those that strike a balance between heritage and innovation, combining prestige with modern engagement strategies. In a time where passive sponsorship is no longer enough, F1’s future belongs to brands willing to evolve, connect with fans, new and old, and drive commercial success in new and dynamic ways.
While it was well reported throughout 2024 that Rugby Union found itself facing tough challenges, 2025 has the capacity to be a landmark year for the sport. There is a lot to look forward to over the next twelve months, such as the first British & Irish Lions tour with fan attendance since 2017, as the famous red jersey travels to Australia to tackle a resurgent Wallabies side. Then in late August, England plays host to the Women’s Rugby World Cup, inviting eyes from all around the globe as players and fans anticipate record-breaking crowds across the tournament. Back to the present however, and as it does every year, the Guinness Six Nations has kicked off the 2025 rugby calendar, bringing fresh optimism for the sport. So, what could a successful 2025 mean for the future of rugby as an attractive sponsorship proposition for brands?
The UK’s second most popular sport has recently been described in fairly negative terms: dying a death due to lack of investment, a dwindling grassroots system, and resistant to change. Of the teams competing for the Guinness Six Nations each year, all are operating at a financial loss, and most notably in England, some prominent club sides have ceased to exist due to financial pressures exacerbated by the COVID-19 pandemic. ‘This financial instability isn’t unique to any single team; it’s a widespread concern with far-reaching implications for the future of rugby in these nations.’[1] These financial concerns are extensive, from broadcasting rights and the debate around the commercial benefits of subscription-based viewing vs open access to the sport, to an exodus of playing talent due to the allure of higher-paying salaries in leagues abroad. The English Premiership has a hill to climb to return the elite domestic competition to a position of strength, owing its very existence to a £200m investment from equity partner CVC capital.[2]
Despite this, there may well be some positive signs on the horizon. While the outside perspective offers a bleak view of rugby, one cause for optimism is that brands still see Rugby Union as a worthwhile investment. This has been exemplified by the recent commitment by Qatar Airways to sponsor World Rugby’s new Nations Championship, a men’s international tournament due to start in 2026 and take place every two years. To cement their commitment to rugby even further, the airline has also agreed to become Official Title Partner and Official Airline Partner for the British and Irish Lions tour to Australia later this year. The Gulf State’s national carrier is just one of several Middle Eastern revenue sources keen on the opportunities available in rugby. Elsewhere, Indian brand BKT Tires has become an Official Partner of Six Nations rugby from 2025, adding the men’s and women’s northern hemisphere showpiece events to its already sizeable portfolio of tournament sponsorships, whilst John Lewis Money has just signed a new sponsorship with the RFU, the brand’s first foray into sponsorship.
Delving deeper into the type of brands that value partnerships within rugby, there is an increased presence of reputable ‘high-street’ consumer brands such as Vodafone, O2, and British Gas, whose combined commercial involvement covers more than half of the Guinness Six Nations teams. The attraction for these brands is the opportunity that tournaments like the Guinness Six Nations provide for them to engage with, and gain exposure to, a captive audience. In 2024, 185 million fans tuned in across 64 countries to watch the action, whilst 4 million social media followers drove 615 million video views, highlighting the vast reach brands can expect from an association with international rugby unions, and by showing faith in a sport that carries global appeal and continues to grow in developing nations and non-traditional rugby regions.
As with sports like tennis, football, motorsport, golf and cricket, both brands and equity investors are keen to take advantage of the opportunities that rugby can generate through broadcasting rights and sponsorships, and other commercial aspects. It was recently reported that the Guinness Six Nations were investigating the possibility of taking the tournament behind a paywall, such as TNT. Whilst the pay-tv provider has since come out and said making any bid for these rights would be ‘very challenging’, the story has sparked a debate over the importance of investment versus exposure to a tournament that saw it reach 25.9m UK individuals in 2024[3]. Any revenue that does come in from broadcast (and sponsorships) will be shared on with clubs, thanks to a Professional Game Partnership signed between the Union and the League, guaranteeing Premiership clubs increased funds each year.[4]
But what is particularly attractive for those pursuing opportunities in rugby is the global spectator and participant growth the sport is currently seeing: The 2023 men’s Rugby World Cup in France recorded a viewing hours total of 1.33 billion, the highest total ever recorded for a rugby event. The tournament was also the most talked-about rugby event ever, with 3.1 billion impressions across digital and social media, and drew in a global broadcast of more than 800 million[5]. Thanks to results like this, the competition is now regarded as the third largest four-year sporting event in the world, behind the men’s FIFA World Cup and the Olympic Games. Rugby is also the fastest growing college sport in the US, and one of the fastest growing sports in a nation due to host the 2031 Men’s Rugby World Cup and 2033 Women’s Rugby World Cup. France captain Antoine Dupont was front and centre as the poster-boy for the 2024 Olympic Games in Paris thanks to his participation (and victory) in the ever-popular Rugby 7s format, and Ilona Maher continued her rise to A-list stardom as a member of the Team USA women’s squad. As participation and audiences grow, so will the appetite for investment into a sport that provides a truly global offering with a loyal and passionate fanbase.
In addition to the traditional commercial opportunities that these sports offer, investors are also looking to capitalise on future revenue growth areas, such as streaming services, gaming/esports and the increased popularity of the women’s game. These are areas that rugby will need to continue to explore and support, as an ability to modernise will attract an even broader array of commercial partners and fans. With the news breaking that Netflix would not be renewing their rugby documentary ‘Full Contact’ for a third season, there is a feeling of missed opportunity given the success seen elsewhere when providing fans and flirts with behind-the-scenes access to the teams and the biggest superstars in the sport. Recent comments made by Ilona Maher ring true to this fact; ‘there is a culture in rugby we need to shift…we keep talking about how do we get young people into the game. Those people are online. We have to shift our mindset if the sport is going to evolve.’[6] While we saw some positive steps in 2024, this willingness to adapt to the times is one of the most important challenges facing rugby in 2025.
In summary, rugby union’s combination of global appeal, dedicated fanbase, valuable broadcast rights, and commercial opportunities makes it highly attractive to sponsors, and investors. While the sport still has a way to go to re-establish complete confidence amongst traditional fans regarding plans for sustainable future growth, the reports that rugby finds itself in a slide toward an inevitable demise are exaggerated in our opinion, and with all there is to come in 2025, starting with the Guinness Six Nations, we expect this will be proven as such over the next 12 months.
[1] Gauna, ‘The Financial Side of the 2024 Six Nations Rugby’
[2] Schofield, “They saved the Premiership’: Behind CVC’s five years in rugby’
[3] TechEdge
[4] RFU and Premiership Rugby reach ‘UK£264m’ revenue distribution agreement
[5] Gibbon, ‘LIV Golf chief says rugby next in line for Gulf funds’
[6] Maher, ‘Rugby union needs culture shift to create stars and grow’
Over the past few years, women’s sports have seen significant progress in media coverage. As highlighted by UN Women, women’s sports media coverage worldwide has surged from a stagnant 5 to around 16% in 2022, with projections to reach 20% by 2025 if trends continue. In the UK, the success of the Lionesses during Euro 2021 played a pivotal role in this rise in attention to women’s sports. However, while women’s sports are gaining recognition, disability sports still face significant barriers to consistent media visibility, despite the increasing general focus on inclusivity in mainstream sports.
A Surge In Awareness of Underrepresented Sports, Yet Disability Sport Still Struggles For Visibility
Despite progress in women’s sports media coverage in the UK, disability sports remains a niche, gaining significant attention only during events like the Paralympic Games. Once the Games end, however, coverage of disabled athletes often fades back into obscurity. While there is some movement toward greater inclusivity in media, this sporadic coverage fails to reflect the year-round dedication and achievement of athletes with disabilities.
The potential for disability sports to become more mainstream lies in the media’s ability to portray these athletes for what they truly are—world-class athletes with remarkable skills, rather than merely “inspirational” figures overcoming adversity. As Channel 4’s coverage of the 2020 Tokyo Paralympics reached 18.5 million individuals, equating to 30.4% of the TV population, broadcasters have proven that there is a genuine appetite for more accessible and inclusive sports. This coverage included improvements such as British Sign Language and audio descriptions, further demonstrating the importance of accessibility in sports media.
The challenge lies not just in the athletes’ visibility, but in how disability is portrayed in the media. Journalists can often frame disabilities as obstacles that athletes must overcome, rather than recognizing the athletes for their skill, dedication, and athletic prowess. This narrative can undermine the perception of disabled athletes as equal competitors, contributing to a culture where their accomplishments are viewed as “extraordinary” simply because of their disability, rather than “normal” as with their able-bodied peers.
Channel 4 shifted its approach from the typical narrative of “Superhumans” and the idea of competitors “overcoming” their disabilities to a campaign for the Paralympics 2024 that challenges viewers to rethink their perceptions of these elite athletes.
The Reality of Professional Disability Sport: A Struggle for Recognition and Support
While major events like the Paralympics draw attention to elite disabled athletes, the lack of consistent media coverage and financial support remains a major issue. British para-cyclist and one of the most decorated Paralympic athletes of all time Dame Sarah Storey has spoken candidly since the Paralympics in 2024 about the financial difficulties para-athletes face, noting that very few, outside of sports like tennis, receive sufficient funding to pursue professional careers. Most para-athletes juggle their athletic careers with regular jobs, a reality that severely limits their training and performance potential. The lack of consistent, year-round coverage means that disability sports often lack the revenue to support athletes at the professional level.
Another example of recognition, Alfie Hewitt made history by becoming only the second male player in history to win all four tennis Grand Slams in both singles and doubles. Yet, while this achievement was celebrated in the disability sport community, it didn’t receive the same widespread attention as similar feats in able-bodied tennis. Alfie had been previously listed for BBC Sports Personality of the Year in 2023, yet as with many disabled athletes, didn’t make it into the final 3. Only Baroness Tanni Grey-Thompson in 2000 and Jonnie Peacock in 2017 have made the top 3 since it began in 1954.
Increased media coverage, similar to what women’s sports are currently experiencing, could help elevate the visibility of these athletes and attract much-needed sponsorships and endorsements. The challenge lies in breaking the cycle of sporadic coverage and shifting attitudes so that disabled athletes are seen and treated on par with their able-bodied counterparts.
Sponsorship and Brand Activation Supporting Change
In addition to media attention, brands are increasingly recognising the value of supporting disability athletes and strength in storytelling. Vodafone’s PLAYER.Connect platform, which extends to elite athletes like Alfie Hewitt and the Men’s British Wheelchair Basketball team, exemplifies how commercial partnerships can play a key role in increasing visibility and supporting athletes. By leveraging their sponsorships to promote disability sports, brands can help create a more inclusive sports culture, one that recognises the talent and achievements of athletes with disabilities as part of the mainstream conversation.
Some brands are also supporting their disabled athletes to speak out on the lack of representation across the disabled community, such as those with learning disabilities or hearing impairments, who still have minimal representation in major sporting events. The recent “Dare to Defy: Powered By Nissan” docu-series on Prime Video, featuring Nissan’s ambassadors Richard Whitehead MBE and Adele Roberts, explores disability representation and inclusivity in sport. However, as Richard Whitehead points out during the series: “(true inclusivity) isn’t just about empowering individuals with disabilities; it’s about how the public and stakeholders in sport perceive and elevate the achievements of disabled athletes”.
For instance, while the Paralympics offers a platform for athletes, it doesn’t fully incorporate all disabilities. The absence of events for the deaf community and limited opportunities for athletes with learning disabilities only reinforces the exclusion within the wider sporting world.
For change to be meaningful, we need to ensure that all forms of disability are represented in competitive sports. This includes creating more events in the Paralympics, but also expanding opportunities outside of these high-profile tournaments. Representation in non-paralympic sports, such as wheelchair tennis and basketball, must become just as normalised and supported as able-bodied sports.
Conclusion: The Road to True Inclusivity
Disability sports have made strides in recent years, but they still face significant challenges in terms of visibility, representation, and funding.
For disability sports to thrive and be seen as a central part of the sporting world, there must be a shift in how it is represented and supported. This includes not only more consistent media coverage but also greater inclusivity in sporting events and more financial investment. If these changes are made, we could see a future where disabled athletes are celebrated year-round, not just during the Paralympics, and where their achievements are celebrated as equal to those of able-bodied athletes.
Cited:
https://www.unwomen.org/en/paris-2024-olympics-new-era-for-women-in-sport/facts-and-figures-women-in-sport
https://www.vodafone.co.uk/newscentre/press-release/player-connect-now-supports-wheelchair-athletes-international-summer-competitions/#:~:text=Vodafone%20has%20expanded%20its%20landmark,been%20available%20for%20wheelchair%20athletes.
https://www.channel4.com/press/news/channel-4s-paris-2024-paralympic-games-marketing-campaign-challenges-patronising
https://www.amazon.co.uk/Dare-to-Defy/dp/B0DN25KCCNhttps://www.independent.co.uk/sport/london-rio-manchester-city-adele-roberts-lgbtq-b2654513.html
https://www.vodafone.co.uk/newscentre/press-release/player-connect-now-supports-wheelchair-athletes-international-summer-competitions/
This weekend the Super League makes its debut stateside, with a regular season fixture between Wigan Warriors and Warrington Wolves taking place at the Allegiant Stadium on Saturday. Like many sports before it, the move is designed to showcase the game on the global stage as part of its long-term growth into new markets.
And while an estimated 10,000 Super League fans have crossed the Atlantic to see the spectacle live, it’s really at home where people are taking notice. The fixture is getting significantly more press coverage than ever before and the sentiment is largely very good.
This is interesting in itself. Typically, sports leaving their home towns during the season causes consternation amongst fans and writers, and with good reason. In its simplest terms, it’s robbing fans of a major moment in their season calendar, unless you’re one of the few people with the means to book a last-minute flight to Las Vegas. Moreover, it creates uncertainty about where their beloved sport might end up in the future. How many more in-season fixtures will be taken away from the fans at home? Is this the end of Rugby League (a sport steeped in tradition) as we know it?
But this narrative doesn’t seem to be playing out at all. In fact, it’s quite the opposite. It has elevated the Super League into the spotlight and everyone seems genuinely excited. Every radio station I’ve tuned into this week has featured it, and the coverage is glowing. The story feels progressive. If the NFL can play in-season fixtures in England, why can’t the Super League do it Vegas? In the same stadium, no less, where Usher performed a half-time show at the Superbowl in 2024, and where Wrestlemania will take place in April this year. If nothing else, going stateside puts the Super League in the same conversation as the big boys, who are all full steam ahead with their own plans for global domination. This fixture (and the sport) feels bigger than ever before.
And as we edge closer to kick-off, the anticipation feels more like a boxing match than a Rugby League fixture (an ironic coincidence perhaps, in the wake of Chris Eubank Jr’s egging of Conor Benn on Tuesday). Sam Burgess has made a late arrival following last-minute Visa issues. A couple of Wigan fans who have been engaged for six years are using the occasion to finally tie the knot (when in Vegas…) It all adds to the narrative. And the coverage.
Warrington CEO Karl Fitzpatrick has said himself that this isn’t about cracking the American market. Recruiting more American fans is just a bi-product. This is about driving engagement back home. Today, he told the Independent, “When the NRL came out last year, they spoke about the ‘halo effect’ afterwards in Australia. Crowds were up, digital engagement is up and it’s been the same in Super League in our opening two rounds”.
Regardless of the result on Saturday, the American dream feels like more than a safe bet for the Super League. And at the very least, it’s been a home run for their PR team this week.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
My journey into sponsorship began in an extraordinary setting — the Sahara Desert — where I worked on the Festival au Désert near Timbuktu, a music festival centred around the Tuareg tribe. My role there was to secure sponsorship for the music production, and then heading onsite to film the festival. I then went onto work in big PR events, working on projects like Vodafone Lifesavers and HSBC Startup Stars, which further deepened my exposure to sponsorship.
At just 26, I joined Vodafone’s global sponsorship team, working on partnerships with Ferrari, Manchester United, and later McLaren F1 and UEFA Champions League. It was an incredible experience, activating across 100 markets and working with one of the world’s biggest brands.
From there, I moved to RBS, expecting a major sponsorship role — only to arrive during the financial crisis! It was a rollercoaster moment, but also the most informative 18 months of my career. In times of crisis, like the financial crash or COVID, you learn a lot on how to navigate through disruption. It was challenging but exciting.
Finally, in 2010, David Pinnington, the founder of Fuse, gave me a call and said that he had set up a sports division and asked if I fancied a challenge. I said yes — and here I am now!
Can you tell our readers what it is about the work you’re doing that’s disruptive?
Disruptive doesn’t always have to equal groundbreaking. A successful business leader is one that can authentically leverage untapped opportunities to do better and be better. For example, we always think global — how can we make a difference and disrupt the sports marketing industry in other regions? We are currently expanding our international remit to countries where there is huge potential for brands to capitalise on the growing sport sponsorship market. Having just launched in Spain, India and Brazil, we have our sights set on new offices across the globe.
As a business we are also developing more sophisticated measurement tools to help brands and rights holders understand the true effectiveness and value of sport sponsorship. Over the last couple of years, we have worked closely with creative effectiveness agency System1 to coin a new term that we call the ‘Sport Dividend.’ This is best described as a rigorous set of principles that can help brands unlock growth amongst both sport and broad audiences. If done properly, sport sponsorship can go toe-to-toe with the world’s best advertising.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Every single human being makes mistakes — they’re inevitable. But they really allow for opportunities for growth and learning. I believe that when you make a mistake, you have got to acknowledge it and own it and then move forward from it as quickly as possible. The quicker you can learn from it and adapt, the more resilient you become.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
It’s no secret that the most successful individuals have had support along the way — I strongly believe in the value of mentors and the guidance they provide.
One of my first mentors was David Pinnington, who was an incredible boss and friend. As a female within this industry, he instilled in me this steadfast belief that I could do anything I set my mind to. His total confidence in my abilities was so refreshing and his positive attitude and ability to see the best in any situation made you feel like you could conquer the world. When people tell me I can’t do something, I channel my inner ‘David Pinnington’ and the belief that you can achieve anything.
Philippa Brown was someone I also saw as a mentor and had a significant influence on my career. She helped shift my mindset from being a director of sponsorship to thinking like a true business woman and leader. Philippa taught me that it’s not just about sports; it’s about business. She encouraged me to develop the gravitas and strategic mindset that are essential for women in leadership roles.
Finally, my brother has been an incredibly important figure throughout my life. His entrepreneurial spirit and pragmatic approach have always helped me navigate challenges. He taught me how to approach complex issues by breaking them down and simplifying them which has changed the way I view and solve problems.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
The phrase often goes: “be disruptive or be disrupted.” But, despite this mantra, disruption can still carry a negative connotation, particularly it if evokes feelings of chaos and uncertainty, alienates people, or fails to address an essential industry challenge.
Innovation is often a word used alongside disruption. But while innovation makes mere improvements to a product or service, disruption fundamentally changes how an industry operates. And it isn’t just about a quirky piece of creative that is plastered loud and proud online to generate a short-lived buzz, disruption can be quiet. It sits at the heart of culture and makes a difference over the long-term.
The female sports landscape has seen some disruption already from brands, sports clubs and media. For example, the WNBA agreed a ground-breaking $2.2 billion broadcast deal over 11 years with NBC, Disney and Amazon which is worth more than three times its previous cycle. Barclays has recently made history in the UK with their record investment in women’s domestic football. The investment gives a greater platform to the sport with an inevitable knock-on effect on fandom.
But the female sports market is still ripe for disruption — in terms of how it’s marketed, sponsored, invested in and broadcast, but also in terms of its overarching narrative — moving beyond the parity story into creative storytelling.
Can you share 3 of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
Throughout my career, I was always told the cricket expression, ‘Play everything with a straight bat’. I’ve always found this to be so powerful and implement this within my personal and professional life. It means to approach things with honesty and decency. People always appreciate transparency and authenticity, and I’ve found it builds long-lasting trust with my clients and team.
Another piece of advice I’ve received is to always trust your intuition. Our gut instinct is an incredibly powerful tool. In my experience, 9 times out of 10, that inner voice is right. Listening to it has consistently guided me to make better, more confident decisions. It’s about trusting that you have the insight and capability to navigate challenges and seize opportunities with that true belief in yourself.
We are sure you aren’t done. How are you going to shake things up next?
Fuse is driving global expansion rapidly, with numerous new markets set to open in the coming years. This growth represents an incredible opportunity for us to and deepen our impact across the globe and really stay ahead of the curve within our industry. With the launch of our new global proposition, ‘Culturally Connected, Seriously Effective’, we’re committed to making it a driving force to ensure our clients feel more connected to culture than ever and further enhancing our capabilities to ensure we generate effective results for our clients. Alongside this, Fuse Ignite will be launched, which will be our future-facing, modern consultancy for rightsholders, with transparency at the heart of it — ensuring clarity and trust in every step of the process.
On a personal note, I’m also working on an exciting project focused on women’s health — a cause that is incredibly important to me. So, watch this space!
In your opinion, what are the biggest challenges faced by ‘women disruptors’ that aren’t typically faced by their male counterparts?
It’s no secret that female leaders still face bias in the workplace, among a myriad of other stereotypes — from leadership style to women’s health. Starting with a career in finance and then becoming one of few female CEOs in the sports marketing industry, tackling some of these has been a real challenge for me.
One of the oldest and most persistent gender stereotypes is that women are too emotional. They are perceived as less fit to make disruptive decisions because these are more likely to be irrational and emotion driven. When compared to men, female leaders are said to be less comfortable in asserting their authority, rebelling or inciting long-term change.
But he who shouts the loudest shouldn’t just be heard. Disruption isn’t about being bossy and bold, it’s about being smart. It’s about being collaborative with your team and the industry in which you sit in. And because women are socialised to put others’ needs before their own, they are more likely to be thinking strategically with emotional awareness — two key ingredients for successful disruption.
Do you have a book/podcast/talk that’s had a deep impact on your thinking? Can you share a story with us?
One book that resonated with me is Forged in Crisis: The Power of Courageous Leadership by Nancy Koehn.
I feel like as a leader, I’ve dealt with a period of turbulence — from Covid to the geopolitical issues in the Middle East and the ongoing war in Ukraine. In today’s world, leadership requires you to constantly adapt, not only within the business world but also on a broader, macro-geographical scale. While the leaders in the book may come from a different time, there’s learnings in there that are still so relevant today; how to show up for your people, manage crises, and communicate with clarity and integrity.
As we move forward, yes, we ourselves as leaders should be disruptive, but we will face disruption constantly, and so this book made me think about how we need to adapt our leadership approaches to stay agile and resilient in the face of constant change.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
As a female leader, one core thing for me is ensuring equal pay for women across all sectors. The gender pay gap is a systemic issue that continues to go on and I truly believe it’s essential that we tackle it comprehensively — not just at the senior leadership level, but across all roles. Women should feel values for their contributions and unfortunately, this is an issue that often gets de-prioritised, particularly by government bodies but this needs more focus and requires serious conversations about how to close the gender pay gap once and for all.
I also feel that women’s health often gets sidelined, and I would like to raise awareness about our health issues and its impact, not just later in life, but at every stage of it. By having these conversations and driving real change, we can empower women to take charge of their health, feel supported in their careers, and ensure equality across all areas of life.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Just one word — ‘Onwards.’
This was David Pinnington’s response to any news — whether good or bad. This approach is deep-rooted within our heritage and our ethos and has shaped our values. It taught me to always look forward and embrace what was ahead with positivity. Resilience in the face of adversity.
This is at the heart of our agency and is key to achieving continued growth and success.
Sports marketing continues to play a diverse and increasingly important role in the marketing mix for brands. And for many reasons. It serves as a launchpad for brands seeking to enter new markets by capitalising on major events across the globe that command mass audiences. It’s a signal of a brand’s stature and prominence re-enforcing trust and credibility and a way for brands across all industries to build loyalty because they are involved in the very events that drive passion and reunite and connect us.
From an advertising perspective, media fragmentation is causing more and more brands to look at sport as one of the last remaining platforms to connect with audiences en masse. People instinctively know sport is important but now it is indisputable – just look at the impact of the most recent Euros on the UK advertising market – a 9 per cent growth in TV ad spend in Q2 2024, the strongest quarter for TV in over two years.
Globally, investment will continue to grow as history shows the sector is extremely resilient to challenging economic headwinds. Beyond the overall growth story, we’ll see other trends emerging in sports marketing in 2025, some of which mirror wider advertising and business trajectories.
The retail media boom is reshaping how sports marketers connect with fans, offering dynamic opportunities for brand activation. By blending e-commerce and fan engagement, retail media provides a direct path to consumers, creating moments where shopping meets sports.
Brands that integrate commerce strategies into sponsorships or athlete partnerships will stay ahead, driving ROI while building deeper audience connections. As retail media scales globally, sports marketing professionals must explore creative ways to tie sales and storytelling together.
This trend isn’t just a buzzword—it’s the future of sports-related consumer engagement, providing brands with both measurable results and meaningful fan relationships.
In 2025, digital ad spend will shape the sports marketing landscape, demanding that brands adopt cutting-edge strategies to engage fans. With AI-driven insights, dynamic ad placements, and cross-channel personalisation, sports marketers can unlock new levels of engagement. Social platforms and programmatic advertising are no longer optional but critical, as fans increasingly consume sports content digitally.
Brands must pivot towards data-driven storytelling, aligning ad spend with fan behaviour and expectations. Staying relevant in this space requires innovation and speed, offering immersive ad experiences that resonate with evolving audiences. In sports marketing, digital is not just part of the strategy – it is the strategy.
One of the biggest advantages of digital is the ability to measure the ROI of campaigns with precision. Metrics like click-through rates, conversion rates, and time spent engaging with content provide clear insights into what works. This enables sports marketers to optimise campaigns in real time, ensuring maximum impact.
Brands can now track the journey from fan interaction to purchase, creating a seamless loop that drives both engagement and revenue.
Artificial intelligence is moving from test-and-learn pilots to real-world deployment, transforming how sports brands engage fans in 2025. AI-driven tools enable hyper-personalised fan experiences, from curated content to predictive merchandising, but with great power comes ethical responsibility.
Sports marketers must balance innovation with transparency, ensuring fan data is used responsibly. Whether through chatbots, real-time analytics, or automated ad targeting, AI’s potential is immense, but so are its risks. As this technology matures, ethical frameworks will determine success. Brands that embrace AI strategically while respecting consumer trust will redefine the future of fan and brand activation in sports marketing.
As India is set to become the third biggest global economy, growing faster than any other emerging market, we expect to see brands from the region taking key positions within global sports platforms.
China is already ahead of the game having become active in sports marketing for a number of years, but last year’s Euros demonstrated how they are providing strong competition for limited spaces across major sport platforms. For example, five out of 13 of Euro 2024’s official global sponsors were from China, including key sectors like electric vehicles (BYD), which took many established manufacturers by surprise, and e-commerce (Ali Express). Alibaba also joined the Olympic Partner programme in 2017 and recently extended its partnership through to 2028.
Women’s sport has seen unprecedented growth, yet brands must now go beyond words and significantly invest in this space. From grassroots initiatives to professional leagues, untapped potential for sponsorship, storytelling, and merchandise lies ahead.
As audiences grow and media coverage expands, the call for authentic support is louder than ever. Token gestures won’t cut it—brands must integrate women’s sport into broader strategies and commit to long-term partnerships. While women’s football has seen significant media attention and commitment from brands including record investment from Barclays in particular, other sports are yet to benefit. 2025 is the year to act, with early adopters set to benefit from heightened visibility, audience loyalty, and meaningful social impact. Women’s sport isn’t a side project; it’s a movement.
Artificial intelligence was the undisputed star of this year’s CES, the world’s most powerful tech event. It was the thread connecting thousands of innovative products on display with the insights shared during the five-day speaker sessions. From sport and fitness gadgets that adapt to your body to AI’s transformative role in sports broadcasting, the event showcased how AI is reshaping industries at an unprecedented pace.
From participating on stage, to networking among the experts, here are my key takeaways on the impact of tech and AI on the future of sport.
Personalization leads the way in sport and fitness tech
On the CES show floor, the standout theme was personalization. It is no longer sufficient for devices to merely track data; they must now transform that data into actionable insights. Whether it’s a smartwatch urging you to push harder or a golf club correcting your swing, sport and fitness technology is increasingly intelligent. So, the question looms: Are personal trainers and instructors becoming obsolete?
Two CES 2025 Innovation Award honoree winners encapsulated this shift toward personalization. Touted as the world’s first AI-powered intelligent golf club, G-Grip does more than track your swing — it analyses it in detail. By measuring speed, angle, and grip pressure, the club delivers instant feedback through an intuitive app. This includes video overlays and tips to refine your technique, making it ideal for golfers of all skill levels.
Meanwhile, combining a 3D body-scanning device with AI, Bodydot creates a digital musculoskeletal avatar of its user. This enables hyper-personalized workout routines and progress visualization, helping users achieve their fitness goals more effectively.
Other notable innovations included:
Additionally, the rise of at-home health testing solutions was evident, offering AI-powered insights into metrics like blood glucose, stress levels, and fertility.
The AI revolution in sports broadcasting and fan experience
While the exhibition floor offered glimpses into AI’s practical applications, the speaker sessions explored its transformative potential across the sports industry. AI is reshaping how games are produced, consumed, and monetized, with profound implications for fans, brands and broadcasters.
AI has become a cornerstone of sports broadcasting, from augmenting live coverage to personalizing viewer experiences. We saw this manifest in several ways. Prime Video and ESPN+ use AI for real-time player stats, prediction overlays and custom content libraries. It can also be used for reviving the broadcasting archives. AI tools upscale historic footage, breathing new life into old content and creating fresh monetization opportunities. And then there are the significant production efficiencies — by automating mundane tasks, AI frees creative teams to focus on crafting compelling narratives for fans.
And for the gambling companies — an adjacent sector to the sports business — AI-driven systems enable real-time, in-play bets, heightening engagement for gamblers as games unfold, introducing previously impossible levels of interaction.
AI is revolutionizing sports infrastructure. Stadiums now employ AI for crowd management, facial recognition at entry points, and queue monitoring. Dynamic ticket pricing optimizes attendance while improving fan satisfaction while on-site experiences are increasingly interactive, with AI offering personalized content and services to attendees.
For fans, AI promises a more immersive and personalized sports experience. As sports is an increasingly global industry, its role in breaking language barriers is critical. AI localization tools make content accessible in multiple languages, broadening global appeal. Meanwhile, customized content means fans can tailor their viewing preferences, whether it’s following a specific player or team. AI is democratizing sports consumption, allowing broadcasters to cater to diverse audiences and ensure reach and inclusion.
New horizons for brands and athletes
Digital personas are changing the landscape of fan interaction. Hyper-realistic avatars and deepfake technology allow athletes to engage with fans across traditional and digital platforms, including the metaverse.
However, the integration of AI raises ethical and legal questions around intellectual property. For instance, who owns the likeness or voice of an athlete when AI generates their digital persona? Brands must tread carefully to avoid misrepresentation or misalignment.
Looking ahead
Despite its transformative potential showcased at CES in Las Vegas, AI adoption in sports remains slow. According to the PWC Sports Survey 2024, 59% of global sports executives lack a formal AI strategy. This hesitation underscores the need for education and collaboration to harness AI responsibly.
Agencies should partner with sports lawyers to address concerns around IP rights and ethical use, empowering brands and athletes to innovate confidently and ensure that AI solutions enhance the fan experience without devolving into gimmicks.
CES is less a map and more a compass, pointing to trends that will define the future. This year, the signal was clear: AI is no longer an emerging technology — it is a fundamental force shaping the next generation of innovation in sports and gaming.
Advertising Week: Beyond the Buzz: What Needs to Change in the Industry by Next International Women’s Day
Conway states, ‘There are many areas the industry could improve between this IWD and the next, however, a change in work-life balance expectations is an area that would make the working week easier for women both in and out of the office.
Women often face societal expectations to prioritise family and caregiving duties, which can clash with the demanding nature of some roles in agencies, especially client-facing roles. The lack of flexible working hours or remote work options can make these industries seem less accessible to women.
By offering flexible work arrangements, such as shared maternity/paternity leave, return to work support and creating a culture where work-life balance is valued, handling the pressures of personal and professional life is in the hands of women. Ensuring that career progression is not hindered by caregiving responsibilities.’
Creativepool: Talking Heads: Overcoming the hurdles preventing creative women from making it into the boardroom #IWD2025
Conway states, ‘Balancing high-pressure roles with family responsibilities remains a challenge, particularly for women. This makes flexible working, shared parental leave and a genuine commitment to work-life balance essential.
Networking is another barrier. While men have long leveraged their networks, women don’t always do the same. Mentorship programs like WACL, Bloom, and Omniwomen and Allies help bridge this gap, connecting women with invaluable support and opportunities.
Unconscious bias still holds women back, particularly in male-dominated industries like sports marketing and finance. Even AI adoption reflects this, with men leading the charge – embedding gender bias into its very fabric. To break these cycles, we need more representation, more voices at the table, allyship from male colleagues to support change, and a relentless push to challenge outdated norms.’
Creative Brief: Supporting women through the messy middle of their careers
‘The industry has made strides in recent years in terms of career opportunities and progression for women. However, the “messy middle” of a woman’s career is an area often overlooked. It’s at this point where work pressures and personal responsibilities collide and where too many women step back or drop out altogether. Which not only hinders career progression but the industry as a whole suffers from a loss of talent.
As women often face societal expectations to prioritise family and caregiving duties, businesses need to be transparent and vocal on simple solutions that will support and encourage women to stay in the industry and not feel that personal and professional responsibilities have to be at odds with each other. These include flexible working, shared maternity/paternity leave and clear return to work support. Mentorship and sponsorship are just as important. Women need both other women and men in their corner—not just to offer advice, but to actively champion them for future opportunities. Networks like Omniwomen and Allies help women connect, share experiences, and push each other forward.
Continuing to demonstrate pathways to the boardroom by offering women to take on commercial, revenue-driving roles is also key. Ambition is fueled by achievable targets and demonstrating the potential to thrive, lean and progress will be crucial to retaining women in the industry.’
Sport & Entertainment partnerships that are changing the game in advertising.
The world of advertising is constantly shifting, and right now, the most exciting campaigns are coming from the most unexpected places — particularly from the world of sport, culture and entertainment. It’s no longer just about placing a logo here or there; it’s about genuine, purpose-driven collaborations that tap into something deeper, something more aligned with both a brand’s values and the energy of the sport or cultural phenomenon they’re partnering with.
In the last 18 months, we’ve seen some truly game-changing partnerships that have reshaped how brands are engaging with audiences on a global scale through sport and entertainment. Here are a few standout campaigns that prove how much more is possible when brands get it right.
PepsiCo & The NFL – ‘This Is the Pepsi’
For my first ad, I had to pick Pepsi’s ‘This Is the Pepsi’ campaign. Why? It showcases Pepsi’s long-standing relationship with the NFL hitting a new level – bringing together the electric worlds of Beyoncé and NFL stars. The ad wasn’t just about football — it was about culture.
The Super Bowl isn’t just a sporting event, it’s a global spectacle. And Pepsi used that moment not just to market a product, but to create a conversation. By blending sports and entertainment, Pepsi didn’t just capture an audience, they engaged a culture. It’s proof that sponsorship can be so much more when it aligns with both sport and the broader cultural zeitgeist.
Puma & Usain Bolt – ‘Faster Than Sound’
Puma’s partnership with Usain Bolt has been a match made in advertising heaven. The ‘Faster Than Sound’ campaign wasn’t just about speed; it was a statement.
Usain Bolt, the fastest man in the world, perfectly embodied Puma’s brand message of performance and precision. Bolt’s global legacy helped Puma speak to an audience far beyond the world of athletics, tapping into the wider cultural conversation around speed, excellence, and determination. This collaboration is a brilliant example of how aligning with the right cultural icon can elevate a brand to truly global impact.
Adidas & FC Barcelona – ‘Impossible Is Nothing’
It’s not just about individual icons. Adidas and FC Barcelona’s partnership shows the value of powerful messaging. Limits are meant to be broken. That’s the keystone of this campaign, and by partnering with one of the world’s most iconic football clubs, Adidas could tap into a global fanbase and shout from the rooftops about ambition, unity, and overcoming obstacles.
It’s great because it’s more than just aligning with a team. For Adidas, it was about creating a movement that spoke to anyone who believes that nothing is impossible.
Visa & The Women’s World Cup – ‘One of Us’ World Cup 2023
The growth in women’s sports has also championed in an era of powerful advertising. Visa’s campaign for the 2023 FIFA Women’s World Cup wasn’t just an advertisement — it was a statement. With ‘One of Us,’ Visa celebrated female athletes who have fought for equality in sport, putting their strength, resilience, and dedication centre stage.
It’s made my list because it’s meant to inspire, and in my eyes it does. It gives a platform to discuss issues in global sport, empowering women and helping them take their rightful place on the global stage. Visa’s support of the Women’s World Cup wasn’t just about visibility; it was about driving change, pushing for more recognition and more opportunities for women..
Adidas & The FIFA World Cup – ‘The World Is Ours’ 2023
And finally, a campaign that brings it all together! Adidas has once again shown how to perfectly marry global sport with meaningful brand messaging. The ‘The World Is Ours’ campaign for the 2024 FIFA Women’s World Cup not only tapped into the energy and global reach of football but reinforced Adidas’ commitment to gender equality.
The campaign was as much about football as it was about the world-changing power of sport — showcasing women’s football as more than just a growing trend but as a force to be reckoned with. Adidas took a bold step in making sure the tournament didn’t just feel global — it felt inclusive and empowering.
These partnerships are more than just ad campaigns — they’re cultural touchstones. They represent the power of aligning a brand with not just sport, but the culture that surrounds it. When brands collaborate with the right cultural figures, sports teams or global events, they don’t just amplify their message — they create movements that shift the way we think about advertising. It’s not just about products any more; it’s about values, impact and connection.
Danielle Barwick, Group Director of Fuse, states, ‘WRWC 2025 is well-positioned for success. The increasing competitiveness of teams, growth in audiences and rising performance standards have made women’s rugby more commercially attractive. With record-breaking attendance in 2022 and an expanded 16-team format, the tournament has a strong foundation.
Major brands like Mastercard, DHL, and Capgemini already support World Rugby, and further investment from industries beyond sport – such as finance, tech and FMCG – could boost the tournament’s commercial impact. However, for sponsorship to be truly effective, brands must allocate significant activation budgets to create high-impact, bespoke campaigns. While rugby’s venue distribution across the UK may present challenges for large-scale activations, creative approaches can overcome this.
Broadcast deals and media rights will also be crucial. Prime-time coverage, consistent programming and high production values will enhance sponsor visibility and ensure strong ROI. Additionally, the rise in player and team endorsements will drive personal brand equity, further elevating the sport. The ultimate test will be whether investment remains strong post-tournament.’
