Sports marketing in the 2024 mega sporting year

From the European soccer championships to the Olympics and NFL – 2024 is the ultimate year for sports fans and sports marketers alike. So, what marketing strategies are sports organizations implementing? We reveal all in our whitepaper!

Sports marketing: athletes in action
Image: © master1305 / AdobeStock

Record spending on digital sports marketing in 2024

Companies are increasingly investing in digital advertising formats to showcase their brands during major sports events. These mega-events offer a great springboard for generating global attention and reaching target groups effectively. The growing interest in streaming services and social media as advertising platforms is especially bumping up overall spending.

According to a report published by an international platform for marketing intelligence – WARC Media’s Global Advertising Trends report – global spending on advertising in the sports sector is expected to reach a new high of 61 billion U.S. dollars this year.

This rise is mainly due to increased investments in digital platforms and the attraction of big sports events like the European soccer championships and the Olympics.

Sports marketing on social media: a chance for fans to get in on the action

In 2024, traditional marketing approaches are being replaced by interactive content, influencer marketing, and real-time interactions on social media. Whether during training sessions, in the locker room, or at the stadium, fans can get a glimpse behind the scenes of their favorite sportspeople and teams and can share their excitement with other users. This year, digital sports marketing offers huge potential for sports organizations to boost their reach and tap into new, younger target groups that are usually hard to reach using traditional media channels such as linear TV.

Sports marketing trends of 2024

Social media is shaking up the world of sports marketing this year. In our whitepaper “Digital sports marketing in 2024: putting fans at the heart of it”, we show you how sports marketers are using cross-media campaigns to reach fans globally and draw in new target groups. We also take a look at some of the latest sports campaigns and explore the new role that streaming platforms like Netflix are playing in the sports business. It’s a must-read!