Sports marketing done well

Ahead of a summer full of sport, we wanted to take some time to reflect on a few sports marketing campaigns we’ve seen recently in the sporting world. Here’s a few things at the Studio that we’ve looked at and thought well, that was a sports marketing campaign done well. And yes, 50% of our favourite things involve Jude Bellingham…

Hey Jude campaign – The latest ad from Adidas hero-ing Jude Bellingham featuring an all star line-up including Frank Lampard, David Beckham, Ian Wright, Stormzy and Laura Woods. This ad is emotive. It takes you through the feelings of England never quite being good enough and positions Jude Bellingham as the answer to this. A great example of the power of storytelling, a clever song, and bringing your audience on a journey from despair to hope.

Jubellingham – This is the kind of marketing we absolutely love. It feels authentic, reactive and playful. Riffing off the beer Jubel’s likeness in beer to Jude Bellingham, as part of their Euro’s offering, for any game where you’ve bought a Jubel and Bellingham scores, you’ll receive another free pint. A tasty win for everyone!

An example from Yonder last year that we loved

Last year, new comer credit brand, Yonder, leaned into Guerilla marketing and became the first (un)official sponsor of the queue at Wimbledon. They were denied official sponsorship opportunities so instead they handed out free breakfast to people queuing to get into the tournament, and entertained them with games to win a free stay at Andy Murray’s hotel. Wimbledon was already being sponsored by a big name brand credit card company, and Yonder jumped on this opportunity to do something completely different from their competitors. We thought this was a fun reminder in not always doing everything by the book.

Paris 2024 and Megan Thee Stallion

Bringing in the younger generation is something that all marketers are perpetually trying to do. And the 2024 Paris Olympic games are no exception. Here the marketing team behind the games looked to bring in the Gen-Z and Gen-Alpha lot by bringing in Megan Thee Stallion. Here she shakes things up and approaches the 2024 games ‘Hot Girl Style.’ Named after her 2024 tour, there is clear benefits for both parties. The power of a celeb partnership, when it’s done well, is here to stay.