Sport marketing’s ‘full-circle’ moment: creator and licensing deals changing the game

Beyond those two bright spots, the whole discipline of sports marketing is in an optimistic mode, with growth in licensing, sponsorship and sporting influencer deals all in growth mode. But what are the sports, media formats, and marketing strategies that are still good investments? We asked top marketers where the smart money’s flowing.

Tim Smith, founder, Fluoro: “The sports world has come full circle. After years of brands drifting too far from performance and too into ‘wellness,’ brands are rediscovering the power of professional athletes while also embracing a broader truth: sport is about winning and it’s about how it makes us feel. The industry’s evolution toward ‘sport for all’ has surfaced the profound connection between movement, euphoria, and mental wellbeing. Today, the formula is clear: high performance plus euphoria equals true inspiration.”

Luke Whitehouse, digital account manager, Be A Bear: “There’s power in athletes going ‘all-in’ on a social platform. By running it like a full-time creator, not a pro-sports person and leaning into platform-native content, they become media businesses, not just endorsers. Consistent series, behind-the-scenes access, creator collaborations and an authentic editorial tone give fans a reason to subscribe and return. Bryson DeChambeau’s YouTube channel is a prime example: a top-50 golfer building millions of direct subscribers and regularly publishing content with the same cadence and production values as established creators. For brands, this opens a different playbook. Instead of bolting on a logo or buying pre-roll, marketers can co-create owned series, share editorial influence and even prototype new commerce formats directly with the athlete. Sponsorship becomes investment in IP, not just ad space. This 100% buy-in approach turns athletes into authentic distribution partners, delivering loyal, engaged audiences and durable brand platforms that extend far beyond tournament weeks.”

Lee Climpson, production director, Transmission: “One of the biggest untapped opportunities is backing new talent in sports that sit just outside the mainstream. We’ve seen it first-hand with Target Darts and the rise of Luke Littler, a 17-year-old who has transformed darts from pub pastime to prime-time entertainment almost overnight. When new personalities burst on to the scene, they don’t just raise their own profile; they expand the visibility and cultural relevance of the sport itself. Brands that spot and support this early can ride the wave of momentum, embedding themselves with both the athlete and the growing fanbase. With the World Cup looming, the temptation is to pile into the obvious properties – but the smarter play is investing in the next Luke Littler, in whichever ‘fringe’ sport captures the imagination next.”

James Kirkham, founder, Iconic: “Marketers usually obsess over the spectacle, the build-up to it and the hype to get there, yet rarely the aftermath. But this is where the beautiful space is and (ironically) also where most time is spent. Budgets peak with the launch film, the anthem ad, the set-piece activation. But the real cultural value often comes later, in the quieter moments, the days and even weeks when fans replay, share, and reframe. The journey from stadium, in WhatsApp groups, sharing playlists, video from crowds. This ‘aftermath economy’ is an overlooked frontier. It rewards those who build infrastructure for return: the archives, replays, physical tokens and little community rituals. The half-life of a campaign is where loyalty compounds and where most brands are absent.”

Stephen Larkin, CMO, Erich & Kallman: “Streaming platforms are quickly becoming the center of gravity in sports marketing. Live sports programming is still the anchor, but what’s changed is the explosion of surrounding content: docuseries, behind-the-scenes stories and athlete-driven originals, which keep fans engaged year-round. With linear TV in decline, the streaming platforms are building ecosystems around sports, which creates fresh opportunities for brands. Instead of just buying spots around games, marketers have an opportunity to underwrite sports content, partner on original programming and even explore and create out-of-the-box sponsorships directly with the platforms. These formats are often more integrated and more relevant to how younger audiences consume sports. I believe the real opportunity is to treat sports programming and content less like media inventory and more like cultural programming, where context and storytelling drive connection just as much as reach.”

Tori Stein, marketing director, True Media: “While traditional partnerships like in-game spots and in-venue signage continue to hold value, we are in an era of athletes themselves turning into media powerhouses. As we see athletes continue to own their own narratives through the power of social media, hosting podcasts and the like, brands have an opportunity to reach a core group of engaged fans whose confidence in a brand is increased by their favorite athlete’s endorsement. Through authentic alignment and robust storytelling, athlete-first partnerships continue to be a space where brands can win.”

Joe Smith, strategy partner, AMV BBDO: “Most of the marketing money around sport is funnelled into unimaginative badging exercises. Big sponsorship deals, stadium naming rights and brand logos on shirts, perimeter boards and interview backdrops. For such a popular and emotive category, there are too few brands marketing and activating sports properties in exciting or memorable ways. Fans aren’t interested in the corporations circling around their favourite clubs or athletes unless they add something of real value to the experience. And that takes creativity and craft. There are some brands getting this right. Ahead of May’s Miami Grand Prix, Lego persuaded all Formula 1 drivers to try out fully drivable, life-sized Lego F1 cars. You probably saw the footage of this stunt, even if you don’t follow F1, because it was fun. And it was the result of a year’s work by a team of 26 designers, engineers and master builders.”

Nick Valenti, CEO, Mādin: “The real unlock in sports marketing isn’t slapping logos on jerseys; it’s giving fans access to the moments they weren’t supposed to see. F1 documentary Drive to Survive showed us that the story behind the story is often more magnetic than the game itself. You don’t need Netflix budgets to play that card; training ground mics, tunnel fits or recovery rituals can turn sponsorship into belonging. Adidas’s ‘Play Until They Can’t Look Away’ proved that the grassroots can share a stage with the global. What’s next? Sport as style. Jerseys as limited drops, athletes as curators and collabs that treat the locker room like the runway. Add in VR walkouts or AI-personalized merch and suddenly a sponsorship isn’t an ad – it’s an experience. The smartest brands won’t just buy space; they’ll remix culture, giving fans the feeling they’re not just watching history but wearing it.”

Matt Farnworth, head of creative strategy, Multiple: “In sponsorship, fans are becoming blind to logos, yet deals are still built on visibility. Opportunities lie in building a clear sponsorship platform so that rights holders and brands can enhance experiences for participants and spectators, rather than interrupting. Marathons show the potential. Participation is surging, but the best brands add to the experience. Asics runs shakeout sessions, creates cheer zones and captures medal portraits. Adidas’s ‘Here to Create’ extends the story digitally, keeping runners engaged before and after the race. Licensing offers another interesting and under-explored opportunity. The Hundred’s Marvel and Minecraft tie-ins helped reach younger fans. Warner Bros and the NBA’s Space Jam collaboration blended movies, kits and digital content, letting fans connect across touch points. On a larger scale, PSG and Jordan showed the value this can deliver, too. Opportunities lie beyond exposure-driven rights. Focus on developing sponsorship platforms that brands can activate from to genuinely enhance experiences.”

Jeff Hastedt, co-founder, Brkthru: “Traditional in-game ads are costly and viewers’ attention spans are fragmented. Second-screen activations are a great opportunity, meeting viewers where they already are. These can include real-time stats, wagering odds or fan commentary. Another game-changer is streaming platform sponsorships. Services like Amazon and Apple increasingly invest in sports content, opening new ad channels beyond expensive, legacy slots. On the athlete front, name/image/likeness-style influencer partnerships in sports bypass traditional celebrity lanes, enabling brands to reach passionate audiences from the players’ own channels. For audio, programmatic sports-focused audio campaigns, including ad placements within podcasts, can be tailored by behavior or team affinity, boosting relevance. Lastly, there’s untapped potential in digital out-of-home: targeted digital signage around stadiums, sports bars, and retail sports zones is effective for on-the-go fan engagement.”

Beto Fernandez, chief creative officer, Translation: “The biggest opportunity in sports isn’t bigger logos, it’s smarter casting. Athletes and creators can no longer be treated as endorsers; they must be protagonists who embody a brand’s story. Reebok’s move with Angel Reese proved that confidence and cultural relevance can outweigh stats. Prime’s UFC partnership pulled creator culture into the octagon, bringing new communities to the sport. Messi’s move to Inter Miami showed the model at scale, fueling Apple’s MLS Season Pass and igniting global fandom. The King’s League reinforces the same truth: fans rally when athletes and streamers are cast as authentic cultural characters. With the World Cup and Super Bowl on the horizon, brands should already be aligning with talent who connect communities across stadiums and screens. When done right, these stories multiply through live moments, digital platforms, and fan rituals. The playbook for 2025 is clear: casting isn’t just part of the strategy, it is the strategy.”

Dan Conti, head of sports marketing, PMG: “The growth of niche sports and sports programming outside of established and legacy leagues continues to grow and thrive. Advertisers are finding value in being part of a more diverse portfolio of sports properties and moments that are now generating sizable scale, but without the massive cost of entry. More than ever, it’s imperative to look at the macro and micro tentpoles that fill up the sports calendar throughout the year. With private equity investments continuing to pour into emerging sports and those business models built on the foundation of a modern digital and personalized ecosystem, fans are flocking to sports that are more accessible and connected to their everyday lives. That is unlocking substantial sponsorship interest and revenue, as brands look to capitalize on these deeply passionate cohorts of fans to drive deeper and meaningful connections, engagement and integrations.”

Paul Samuels, global partnerships, AEG International: “While partnerships are well-established in the sports industry, there are emerging opportunities for brands to engage with fans of events that are growing in popularity in the UK, such as e-sports or the Baller League. These sports offer access to new and niche audiences and typically come with a lower cost of entry here in the UK, at least for now: brands with lower spending power can get in on the action. Fan attention at sporting events, as with live music events, is higher than watching TV or browsing social media, allowing brands to increase consideration and purchase intent. With strong emotions at play, 21% are unwilling to cut their spending even if they are under financial pressure, so brands are guaranteed to reach captive, engaged audiences, regardless of wider economic issues. Those that can level-up experiences are sure to be remembered.”

Scott Mager, US CMO, Deloitte: “Sports sponsorships are more than logo placement; they’re powerful opportunities for brands to create cultural moments, tell impactful stories, and deliver once-in-a-lifetime hospitality that leaves a legacy. To make sponsorships truly resonate, start by inviting audiences in: leverage interactive apps, exclusive behind-the-scenes access, or live events to build excitement and align your brand with fan passion. Elevate impact by telling authentic stories—highlight relevant clients, communities, or athletes whose journeys align with your brand values, share these stories to inspire and connect on a deeper level. And lastly, create unforgettable experiences by designing bespoke hospitality, like VIP meet-and-greets or unique viewing spaces, that foster genuine relationships and make lasting memories. Don’t just focus on visibility; show audiences why you do what you do. Prioritize engagement, authenticity, and meaningful interactions at every touchpoint. By making each sponsorship an opportunity to connect and inspire, you’ll build loyalty and brand affinity.”

Bryce Adams, SVP, Partnerships, Open Influence: “Sports leagues have traditionally relied on celebrities to drive cultural relevance, but one of the biggest opportunities up for grabs is creator-led IP at scale. The MrBeast x NFL partnership shows where this is headed: over the next two decades, creators will expand interest and affinity for the league in the same way NFL docuseries Hard Knocks did over the past 20 years. We’ll continue to see creators team up with athletes to bridge the gap between influence and storytelling when not every athlete is a natural content creator. Looking ahead, the next horizon is turning fandom into commerce, whether that’s through co-branded merch drops, custom jerseys, or gamified affiliate links for streamers.”

Ted Kohnen, CEO, Park & Battery: “The smartest plays in sports marketing aren’t in the priciest sponsorships; they’re in the intersections. Women’s sports remain massively undervalued, delivering passion and loyalty at a fraction of the cost. Digital fandom is exploding too: fans aren’t just watching; they’re co-creating on TikTok, Twitch and Discord. Brands that activate around those micro-moments will outscore a 30-second spot. We’re also seeing IP collaborations – teams and athletes linking with fashion, gaming and collectibles – that extend far beyond the game and into culture. Add rising pressure around sustainability and personalization and the message is clear: fans expect brands to connect authentically, with purpose and relevance. With the men’s World Cup around the corner, the real opportunity isn’t just visibility, it’s cultural impact. The brands that treat sport as a platform for community, creativity and cause will win the season ahead.”

Maggie Dietz, group client director, McKinney: “The most effective moves in sports marketing right now aren’t the biggest logos on the field. They’re the ones borrowing from influencer culture to tap into niches. Take Tight End University: what started as a player-driven, authentic love for an undervalued position has become a marketing goldmine, with brands fueling content fans actually want to share. Or the rise of NFL Wags as lifestyle influencers authentically sharing their favorite brands, and extending fandom into culture beyond the stadium. Ahem, Claire Kittle, feel free to invite me to the 49ers’ Favorite Things party next season. This isn’t about slapping a logo on the 50-yard line. It’s about strategic adjacency – aligning with moments and personalities that fans already trust and follow.”

Taylor Miles, vice-president, consumer engagement, Two Tango Collaborative: “The unsung opportunity in sports streaming isn’t in the live broadcast, it’s in everything that happens around it. Fans don’t just watch the game; they binge highlights, devour behind-the-scenes clips, and share interviews in the hours and days after. That’s where brands can win. These formats carry lower CPMs, deliver more impressions and create space for richer storytelling than a fleeting in-game spot. In a fragmented market, investing in this shoulder content isn’t just efficient, it’s smart. It’s how brands build lasting connections while competitors burn budgets chasing the kickoff.”

Danielle Moss, strategist, Barbarian: “In an arena full of hype, virality fades and impact endures. Don’t get me wrong: sponsoring superstar athletes, splashing logos across stadiums and running celebrity-packed commercials all look cool. But without real-world impact, their effects quickly dwindle. To truly matter, brands must contribute to a movement, not just chase a viral moment. What really moves the needle are campaigns that create lasting change by promoting inclusivity, improving accessibility and providing representation where it’s lacking. Dove’s ‘Keep Her in the Game’ equips coaches and parents with tools to keep girls in sports; Michelob Ultra’s ‘Dreamcaster’ gave visually impaired fans a groundbreaking way to experience live games; Elf champions representation by backing women’s leagues, Paralympians and overlooked athletes. Winning in this competitive space means acting like an athlete: practice how you play, show up for the love of the game and make the right play, not just the flashy one.”

Tom Henderson, co-founder, Digital Sports Mgmt: “With the next 12 months set to be huge for world sport, brands should start planning now to maximize fan engagement and marketing opportunities. Done right, leveraging sports IP through organisations, athletes, legends or influencers can authentically elevate campaigns. Strong partnerships with rights holders and talent enable meaningful content that shows how your brand adds value to fans and the sport.”

Elizabeth Hall, group managing director, Iris Worldwide: “Invest in the kids. I was recently at the ANA Sponsorship Activation Conference and experienced palpable energy and rising investment in youth sports. The data backs this up. The US youth-sports economy now exceeds $40bn annually, with families spending on average $1,016 per child for a primary sport in 2024 (a 46% increase since 2019) and nearly $1,500 total when including additional activities. Many families are treating tournaments like mini vacations, burning through PTO and weekend time. For brands, especially in apparel, CPG, retail, travel and hospitality, this is a prime moment to build love, loyalty and brand recognition with parents today and the next generation of consumers by authentically engaging with their audience through youth sports.”

Georgina Bojarski, director of media, Buddy Media: “One of the most compelling opportunities in sport right now are ‘sportfluencers,’ already-loved athletes who are influencing past fitness and into fashion, lifestyle and beauty. They already have the fan base, so platforms like TikTok, Instagram and YouTube allow audiences to step into their lives. We get to see their everyday routines, from pre-match skincare to post-game get-ready-with-me, creating authentic connections with fans. For brands, these personal moments go beyond traditional sponsorships and drive engagement in a more genuine and human way.”

Adam Biddle, co-founder of Gho5t: “The future of sports marketing rests on three shifts, each a chance for brands to build a stronger fan connection. First, data becomes drama. Triathlon’s T100 has shown the potential with live heart rate zones on screen. Now imagine football with sprint speeds or cycling with wattage on brutal climbs. Brands can sponsor this broadcast layer with branded metrics or ‘Win Probability powered by [Brand].’ Second, access beats highlights. Fans crave the unseen: tunnel cams, locker rooms, buses. Brands can back social-first behind-the-scenes content, sponsor mic’d-up moments, or create episodic digital series. Third, sports execs as brands. Leaders now shape culture as much as athletes. Brands can partner with them on thought-leadership content, co-create podcasts, or build recurring LinkedIn series to connect strategy and personality with fans.”