HomeSports 2.0Driving Success: Discover the 7 Cutting-Edge Sports Marketing Trends
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Driving Success: Discover the 7 Cutting-Edge Sports Marketing Trends

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Sports marketing is a type of marketing that uses an athlete or team to promote sporting events, products, or services. Using an athlete or a team serves a single purpose. An athlete or a team act as an influencer that directly and effectively affects the crowd. Any sport can be used in sports marketing to promote products and services. This particular approach to marketing focuses less on employing a single strategy and more on utilizing sports content to support marketing efforts. This applies to college athletics, minor league sports, and alternative sports as well as professional sports. By staying updated on the latest trends in sports marketing, we can unveil the transformative powers that are shaping the future of sports promotion. Join us on this journey of discovery and exploration.

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Since sports can be watched on various stages, sports promotion can take a wide range of structures. Telecom companies sell airtime during sports tournaments, and groups sell advertising space inside their stadiums to sponsors willing to buy billboards and other advertisements. Athletes also sign contracts to lend their images to marketers and work as celebrity endorsers.

Advantages & Disadvantages of Sports Marketing

6 Latest sports marketing trends | KreedOn
Image Source- Factoreal

The ability of sports marketers to capitalize on the fervour and popularity of many fans for their favourite teams and athletes is the most significant advantage of sports marketing. In the event that a baseball fan has cherished a particular group since youth, any advertiser who partners themselves with that group acquires moment validity in that fan’s brain. The marketer is regarded as a sponsor and is invested in the team’s success because the revenue ultimately supports the team.

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The only significant drawback is that the sports marketing industry is so extensive that it can be challenging to stand out from the crowd. A fan who watches a three-hour football match-up will be presented with many different promoting messages. Marketers need to reach a wide range of customers, but they don’t want to run the risk of losing out on fans who are more interested in the game. 

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7 Latest Sports Marketing Trends You Should Know

Digitization is stirring up the sports industry- and sports marketing with it. A few years ago, no one could have predicted these new trends. The chief executive officer and founder of Brandwave, a full-service marketing agency, discusses the most recent sports industry trends. Here is a list of the 7 most trending sports marketing trends. 

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Artificial Intelligence (AI)

Artificial Intelligence in marketing | KreedOn
Image Source – DataQuest

In Germany, the term “artificial intelligence” is more commonly used, while “AI” stands for “artificial intelligence.” There is no denying that AI is altering the world. However, in order for it to occur, data and information are necessary as well as a quick Internet connection. According to Macaulay, chatbots are one type of AI that sports marketing is excited about A chatbot called Robot Pires, developed by Arsenal FC and GameOn specialists, communicates with fans through Facebook Messenger, Skype, Slack, Kik, and Telegram.

Furthermore, it’s very entertaining. Users are provided with results, statistics, news, and occasionally exclusive videos about the Premier League club in a humorous and straightforward manner by Robot Pires, whose name is derived from the legendary Arsenal player Robert Pires. ChatGPT, which was launched in November 2022 by the US company Open AI, is probably the most recent free AI chatbot. Everyone can get their hands on the name, which means “Generative Pre-trained Transformer,” for no cost.

The world of Virtual, Augmented, and Mixed Reality (VR, AR, MR)

Use of Virtual, Augmented and Mixed reality | KreedOn
Image Source – SphereGen

According to Daniel Macauly, advances in mixed reality (MR), augmented reality (AR), and virtual reality (VR) are impressive. The benefits of virtual reality and augmented reality are now the primary focus, according to the sports marketing specialist. For instance, he claims that free delivery terms have created an unfavourable behaviour pattern, which is why online retailers are experiencing high CPAs (cost per acquisition). Customers place orders for each item in three distinct sizes and colours, try them on at home, and only keep one or two of them. The rest return.

Sports shoes, for instance, can be virtually tried on in advance with the aid of augmented reality. Customers can see how the shoe fits on their own feet by using glasses or a smartphone, which should help them make a more informed decision. VR glasses are also used by tennis star Alexander Zverev to train. He says he can utilize them to altogether improve his exhibition and in this way generally has the glasses in his pocket.

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Influencer Marketing

sports marketing trends | KreedOn
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Sports brands and teams are increasingly partnering with influential athletes, sports personalities, and social media influencers to promote their products, events, and campaigns. This trend leverages the reach and influence of these individuals to connect with a broader audience.


Image Source – BuiltIn

The wearables market has grown out of its niche and is now one of the most important areas in the sports industry as a whole. Or, to use the words of Daniel Macaulay, “Wearables are mainstream.” By 2021, worldwide wearables deals are supposed to surpass $95 billion, as per one review. Wearable devices, such as smartwatches, fitness trackers, and biometric sensors, have gained popularity among athletes, sports teams, and fans. With its self-binding “Hyperadapt” shoes, Nike has made an interesting illustration of an item from the future, Macaulay says. VR glasses are also used by tennis star Alexander Zverev to train. He says he can utilize them to altogether improve his exhibition and in this way generally has the glasses in his pocket.

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Sports marketers no longer have the financial resources to ignore eSports. The popularity of video games is growing, and an increasing number of gamers are entering eSports. By 2024, it is anticipated that there will be over 500 million people who are avid sports fans worldwide. For sports marketers, Daniel Macaulay sees a lot of potential in this. However, the CEO of Brandwave has observed an additional development. In contrast, there are now sports sections at tech conferences, which is exciting,


3 Sustainable Marketing Examples and Why They Work | KreedOn
Image Source – KunoCreative

Sustainability and sports are presently solidly connected. According to Daniel Macaulay, “80% of people buy products for emotional reasons, and 20% for functional reasons.” He adds that as a result, sports marketing is increasingly about giving customers the impression that they are contributing positively. Outdoor jackets and sports shoes made from recycled plastic are excellent examples of sustainable sports products. The practice of collecting waste while jogging, known as plogging, has developed into a serious movement as a result of the growing push for environmental protection.

Upcycling and the circular economy are now commonplace terms. Sadly, however, the sustainability movement is also accompanied by greenwashing, or self-promotion that is negative. Here, it’s especially important to pay attention to which products have sustainability seals and whether businesses actually act sustainably.

Sports Diversity

Diversity inclusion | KreedOn

Sport is open to all. Regardless of what the physical and psychological circumstances. That is the reason there are presently various uncommonly custom-made items for competitors with exceptional requirements. Athletes’ geographical and social backgrounds, as well as their sexual orientation, must not influence sports. This is exhibited by the activities of People like Black Lives Matter or the LGBTQ development, for instance.

With campaigns like “Always Original” and “#supportiseverything,” brands like Adidas provide examples of positive behaviour. The Herzogenaurach-based manufacturer of sporting goods presents women here who are not only distinctive in their own right but also intended to represent diversity. Transgender athletes are also increasingly included in the spirit of inclusion. In Tokyo, Laurel Hubbard turned into the main transgender competitor to contend in the Olympics. The New Zealander is making history at 43 and clearly advocating for greater diversity.

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Ayushi Bhatti
Ayushi Bhatti
I am Ayushi Bhatti, a graduate of B.A. English Honours from St. Stephens College, University of Delhi. Currently, I am pursuing M.A. in Journalism and Mass Communication from Sharda University. Over the years, I have attained proficiency in the English language through my consistent hard work and efficient writing skills. I have formerly written content for several prestigious platforms and some of them are NDTV Lifestyle Swirlster, LernEzy, Yhills, Kreedon, Zee Media. I have also been doing freelance writing besides writing articles, blogs, advertisements for campaigns, and website content. I possess the capability to write insightful and lucid content to bewitch my readers.


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