How Brands Can Use Sport as a Common Language in a World Lost for Words
We’re coming towards the end of a summer of sport that’s delivered the kinds of unifying and inspiring moments we all hoped for. And as the Paralympics continues to rumble on in Paris, the English Premier League is getting back into full swing and the US Open continues to deliver shock and awe. There’s an endless supply of drama and passion in sport, for as long as humans value the competitive spirit.
That’s the topic of a new report from Ogilvy called ‘Sport: Our Common Language in a World Lost for Words’, which looks at the power of sport as the common language in a fractured world, and what it means for fans, brands, and sport itself.
As we come down from the high of 2024’s summer of sport, LBB’s Alex Reeves speaks to one of the report’s authors, Sarah O'Connor, deputy CEO and head of sports marketing and sponsorship, Ogilvy Ireland.
LBB> What do you believe makes sport such a powerful universal language, especially in today's fragmented media landscape?
Sarah> In a world drowning in noise, sport cuts through. Why? Because sport speaks to something deeper than words. It's about raw emotion, shared passion, and those electrifying moments that transcend borders and languages.
Think about it: the roar of the crowd, the agony of defeat, the ecstasy of victory – these are universal experiences that connect us on a primal level. We don't need subtitles to understand the language of a goal scored in the final seconds or a buzzer-beater that defies all odds.
Sport is the ultimate conversation starter, a cultural touchstone that unites us whether we're huddled around a TV screen, packed into a stadium, or debating the latest play online.
And in today's fragmented media landscape, that shared connection is more valuable than ever. From the Super Bowl to the Olympics, from El Clásico to the Cricket World Cup, these massive sporting events aren't just entertainment – they're cultural moments that dominate the global conversation.
Look at the numbers: A single Premier League match sparks millions of tweets, reaching an audience four times larger than the game itself. Podcasts and online forums keep the conversation going long after the final whistle.
Sport isn't just a game – it's a global phenomenon that commands our attention, fuels our passions, and gives us a reason to come together. And that's a powerful story for brands to tap into.
LBB> How can brands leverage this to create meaningful connections?
Sarah> Getting people's attention these days is like trying to catch lightning in a bottle. We're bombarded with messages from every direction, and our attention spans are shorter than ever.
But here's the thing about sport: it's one of the few things that can still captivate a global audience, attract large live audiences and ignite genuine passion. A game-winning shot, a record-breaking performance, the thrill of victory – these moments transcend language, cultural barriers and ignite lots of conversation.
That's why sport is a goldmine for brands looking to connect with people on a deeper level. It's not just about slapping a logo on a jersey and calling it a day – it's about understanding the soul of the game and the people who love it.
Here's the playbook for success:
- Speak the language of the fans: Don't just talk at them, talk with them. Use their language, tap into their passions, and become part of the conversation.
- Think beyond the game: The real magic happens before, after, and around the big events. Engage with fan communities, support grassroots initiatives, and create experiences that bring people together.
- Be authentic and purpose-driven: Fans can spot a phony a mile away. Align your brand with causes that matter to them and show that you're more than just a sponsor – you're a fan too.
When brands get it right, the results can be astonishing. They can build lasting relationships with fans, boost brand loyalty, drive brand equity and even spark positive change in the world.
A great example of this was an initiative ‘Live Descriptive Audio Commentary’ by Guinness as part of their sponsorship of the Guinness Six Nations Championship.
- They tapped into a real need: 71% of visually impaired people engage with sport through TV and radio, but traditional commentary often leaves them in the dark. Guinness recognized this and saw an opportunity to make a real difference.
- They went beyond traditional sponsorship: They partnered with ITV to enhance the viewing experience for an often-overlooked segment of fans.
- They focused on genuine connection: By providing live descriptive audio commentary, Guinness allowed visually impaired fans to fully experience the thrill of the game alongside their friends and family.
This activity as part of their overall campaign was about using the power of sport to foster inclusivity and create a more welcoming experience for everyone. And that's the kind of authentic, purpose-driven marketing that resonates with today's consumers.
LBB> The report mentions that sport connects various aspects of culture, such as fashion, music, and technology. What's an interesting example of that in action?
Sarah> Sport's cultural reach extends far beyond the field, seamlessly blending with fashion, music, and technology. We see this in Louis Vuitton's strategic embrace of sports, from outfitting trophy ceremonies cleverly, transforming the Olympic medal ceremony to their own personal runway, to collaborating with icons like Lewis Hamilton and Jude Bellingham. Meanwhile, Snoop Dogg's organic social media presence at the Paris Olympics electrified NBC's coverage, attracting a new generation of fans whilst, allowing him to add an average of 140,000 followers on Instagram each day. And at Wimbledon, IBM takes centre court, transforming complex data into engaging insights that enhance the fan experience whilst, translating their technological capability into a language easily understood by the Championship’s huge global following. These dynamic partnerships demonstrate how sport has become a global stage for cultural fusion and innovation.
LBB> The report highlights the importance of speaking the fans' language and understanding their unique sporting dialects. How can brands effectively gain these cultural insights, and what role does local knowledge play in global campaigns?
Sarah> Cracking the code of sports fandom is like mastering any language, it takes a keen ear for nuance, a respect for local dialects, and a genuine desire to connect. Brands need to get off the sidelines and into the heart of the action, immersing themselves in the unique rituals, passions, and even the heated debates that make sport come alive.
Global campaigns need that local flavour to truly resonate. It's about understanding the subtle differences in how fans in Paris experience a goal versus fans in Rio, and tailoring your message to hit home with each and every individual.
That's where a global network with deep local roots, like Ogilvy, comes in handy. We combine our borderless approach to creativity with boots-on-the-ground insights to craft campaigns that not only speak the fans' language but also ignite conversations and create a lasting impact. We're all about work that celebrates the power of sport to connect us all.
LBB> Can you elaborate on the concept of fan communities becoming co-creators in the sports economy? How can brands actively involve fans in the creative process to foster loyalty and advocacy?
Sarah> Sports content is no longer a one-way broadcast led street. Forget passive consumption – today the world’s billions of sports fans have their phones at the ready and are willing to roll up their sleeves and create. Savvy brands are seizing this opportunity to build deeper connections and authentic engagement. Here are some pointers for the game plan:
1. Be a team player
- Crowdsourced Content: Imagine campaigns fuelled by fan photography, videos, and stories. Think contests for the best fan chants or game-day rituals.
- Fan-Designed Merch: Let supporters vote on limited-edition jersey designs, create custom hashtags for apparel, or even contribute design ideas.
- Behind-the-Scenes Access: Offer exclusive peeks into training sessions, player Q&As, or even virtual locker room tours – all shaped by fan input.
2. Speak Fluent Fan:
- Embrace the Lingo: Ditch the corporate jargon and adopt the language of the fandom. Know your memes, your inside jokes, your iconic moments.
- Empower Fan Voices: Feature fan-created content across your channels, collaborate with micro-influencers within the community, and give shoutouts that show you're listening.
- Be Part of the Conversation: Don't just broadcast – engage in real-time dialogue during games, respond to comments, and participate in fan forums.
3. Think Beyond the Game:
- Support Fan-Led Initiatives: Sponsor local fan clubs, back charity events organized by supporters, or contribute to causes championed by the community.
- Create Shared Experiences: Host watch parties, esports tournaments, or fantasy leagues that bring fans together both online and offline.
- Fuel the Passion Points: Tap into the interests that extend beyond the sport itself – music, fashion, gaming – and create crossover experiences.
In this dynamic world, where the lines between real and digital are blurred, brands that embrace fans, adopting a fan-first mindset are primed for success. By speaking their language, fuelling their passions, meeting their needs, and becoming part of their world, brands can unlock a level of loyalty, advocacy, through demonstrating a real shared passion.
LBB> The report mentions hybrid sports entertainment, like Netflix's ‘Drive to Survive’, as a growing trend. How can advertising agencies create similar engaging content that blurs the lines between sport, entertainment, and branded content?
Sarah> It's about harnessing the most powerful force in sports: the fans themselves. Billions of passionate souls, united by a love for the game, and empowered by the digital age. They're creators, they're influencers, and they're rewriting the rules of engagement.
Savvy brands are taking note, adopting a fan-first mindset that's transforming the sports marketing landscape:
1. Creativity Meets Connectivity: Igniting Global Fandom
The universal language of sport, amplified by the boundless reach of social and digital, creates unprecedented opportunities for connection. Big ideas, fuelled by authentic fan engagement, can transcend borders and cultures, capturing the hearts and minds of audiences far beyond the initial target.
2. Case in Point: AIB's Gaelic Games Masterstroke
Back in 2015, AIB, Ireland's largest bank, was facing a brand trust crisis. Their solution? A stroke of genius that tapped into the heart of Irish sporting passion: Gaelic Games.
Their ‘Toughest Trade’ documentary series, centred around amateur Gaelic Games players switching places with global sports stars, became a viral sensation. By leveraging the power of TV, YouTube, and a savvy multi-channel strategy, AIB didn't just create compelling content, they sparked a national conversation. The result? Brand trust soared from a dismal 6% to an impressive 55% in just three years.
The Future is Fan-Powered: Think Big. Be Brave. Dominate the Game.
AIB's Gaelic Games masterstroke wasn't just clever marketing – it was a premonition. The explosion of sports docuseries across platforms like DAZN, Netflix, Amazon, and Apple proves it: fans crave authentic stories told from fresh perspectives.
As ever, the future belongs to the bold. Brands that cling to the status quo will fade into the background noise. But those who dare to think big, embrace creativity, and unleash the power of compelling storytelling?
This is about more than just reaching fans—it's about igniting their passion and becoming part of their world. So, ditch the tired playbooks, unleash your inner storyteller, and get ready to dominate the game.
LBB> Sport is described as a force for good that can inspire social change. What advice would you give to brands looking to authentically engage in purpose-driven marketing through sports, ensuring that their efforts go beyond superficial branding and have a genuine positive impact?
Sarah> Here's the truth: sponsorship without substance is just noise. In a world saturated with brands vying for attention, it's a missed opportunity to slap on a logo and call it a day.
Winning brands understand this. They approach sponsorship as an opportunity to make a real impact, aligning with causes that resonate deeply with fans and drive meaningful change.
Here's the playbook:
- Identify a Real Need: Tap into the issues that matter most to your target audience. What are their pain points? What do they care about beyond the game?
- Find the Brand Fit: Don't force it. The most powerful sponsorships are authentic extensions of the brand's values and mission.
- Step Up and Deliver: This is where the magic happens. Develop creative, impactful campaigns that address the need, spark conversation, and leave a lasting legacy.
There are plenty of great examples:
- Carling Black Label: Tackled the issue of gender based violence in South Africa head-on through their football sponsorships, raising awareness and driving social change.
- Orange: Confronted unconscious bias and showcased the skill of women’s football with their iconic FIFA Women's World Cup ad, championing gender equality and amplifying the voices of female athletes.
- Adidas: Proved there is and should be space in mainstream sport for neuro divergent people Celebrated with their "Runner 321" campaign, and went and made it happen.
These brands understand that impact transcends the arena. Their actions resonate with fans on a deeper level, building brand equity and forging lasting connections. In the ever-evolving world of sports, brands that embrace change and anticipate fan expectations have a unique opportunity to lead. By championing causes, driving social progress, and staying ahead of the curve, brands can capture the hearts and minds of today's discerning, purpose-driven consumers.
LBB> What else do you think is important to highlight about the report?
This isn't just another report. It's a call to action, fuelled by a deep-seated belief in the transformative power of sports. Here’s the key takeaway: sports sponsorship, when done right, is a force for good. It's a win-win for brands, fans, and the world at large.
Here's why we believe at Ogilvy this really matters:
- Explosive Growth, Untapped Potential: Sponsorship is booming, but many brands are still scratching the surface. There's a goldmine of opportunity waiting to be unearthed.
- Beyond the Logo: This isn't about superficial branding. It's about aligning with causes that resonate, engaging fans on a deeper level, and driving meaningful change.
- Building Brand Strength Through Purpose: Consumers, especially younger generations, demand more from brands. Sports sponsorship offers a powerful platform to showcase values, build loyalty, and create lasting impact.
This report is a roadmap for brands ready to:
- Unlock the true potential of their sports partnerships.
- Create authentic connections with passionate fan communities.
- Build stronger brands while making a positive difference in the world.
The type of work that here at Ogilvy we love to do!
