The Commonwealth Games and the victorious Women’s Euros Final is a great reminder of the power of sport to convene a variety of audiences around a communal campfire. At its best sport provides the ultimate form of human drama. Four years ago, on the Gold Coast England’s netball players took Commonwealth gold with a last-minute goal. Almost exactly a year ago England’s Men’s football team broke the nations hearts with a penalty shootout loss to Italy while still managing to instil a strong sense of national pride through the values they demonstrated through the tournament. On 31st July this year, England’s women wrote their own piece of history in the Euros Final and a team in white finally brought it home. This drama draws an audience and with them come brands looking for their slice of the energising on-field action.
Navigating the complex world of sport and the opportunities it brings to deepen relationships with consumers have never been more abundant nor as tricky to navigate. Finding a way through that enhances brands and the sporting environment means understanding the unique qualities of the industry - it’s traditions and quirks. It means recognising sports brands as entertainment brands that have a religious-like pull among fans who bring with them a disproportionate ability to upset the apple cart. It means understanding that sport transcends consumer segmentations allowing us to engage chief executives and manual labourers with one extra-time toe poke. It means understanding player power and the strength of athletes' brands versus the clubs that employ them. It means navigating a culture that operates top down and bottom up. All the while, understanding that when these worlds collide, as they did with the attempted birth of footballs European Super League, there tends to be fireworks.
We also must acknowledge that sport brings with it a level of controversy that brands must decide whether to shoulder as a cost of entry. The Commonwealth Games has already shown that while the governing federation aren’t hiding from the difficult history of the British Empire, this appears to do little to appease the Games’ detractors who are able to question claims of shared values for an event where anti-gay laws remain in place for over half of the participating nations.
So, where does this leave the world of sport and its enduring magnetism for millions? What is clear is that those who control sports, control access to the audiences it pulls. Access to these audiences is a lifeblood for brands. The result is a nervous journey for partner brands who walk a constant tightrope holding with them both a magnet for fans and a lightning rod for major cultural issues. Navigating this while reaping the rewards sporting association offers requires a deep knowledge of the sporting world and its participating fandoms. Knowing that cultural understanding and sensitivities work both ways and that values are ultimately personal helps Edelman manage these cultural challenges in a less combustible environment.
We’ve worked with some of the world’s leading sports brands as a trusted advisor on critical issues within sport. We know what it takes to build and maintain trust while also helping brands grow their share of attention in a crowded and competitive space. Our team is able to blend corporate, brand, DE&I, regulator, media, experiential and digital perspectives when navigating the sporting landscape. If you’d like to hear more about how it can work for you, then please get in touch.