Five Effective Sports Marketing Examples (2023)

Five Effective Sports Marketing Examples (2023)

Sports marketing is all about promoting sports-related events, activities, individuals, services, and products. Athletes are often used as brand advocates and endorsers in these campaigns and can be incredibly effective.

Sports marketing help boost brand awareness and engage clients. You can build brand loyalty and lifetime customers by creating compelling campaigns that resonate with your target audience.

So let’s take a look at some examples of effective sports marketing campaigns:

“This girl can” by the UK 

“This Girl Can.” is a cool sports marketing campaign that hugely impacted women’s participation in sports.

The study found that men play more sports than women due to self-consciousness. This is where the “This Girl Can” campaign comes in. 

In 2015, the English Sports Council launched a campaign aimed at encouraging UK women to exercise, regardless of their body shape, size, or ability.

The “This Girl Can” campaign was unique because it didn’t include prominent athletes. Instead, it featured real women of all shapes, sizes, and abilities participating in sports and exercise. It stressed that there is no one way to exercise, and everyone can find a way to be active that works for them.

One of the most effective aspects of the campaign was the hashtag #thisgirlcan, which added a social element to the campaign. Women were able to share their own stories and experiences and encourage each other to get active.

The campaign was hugely successful, with over 1.6 million women in the UK starting to exercise. It was relatable, not selling anything, and showed women they could participate in sports and exercise.

The “This Girl Can” campaign also tapped into a trend that is becoming more and more evident – sports are no longer a “male affair.” Female viewership is rising, and all major brands have noticed this trend. Women’s sports are becoming more visible.

Nike’s – Dream Further

The Nike Women’s World Cup campaign is an interesting example of sports marketing.

Days before the Women’s World Cup, Nike released a Dream Further advertising campaign that praised female athletes and encouraged young girls to dream big. The campaign featured a young girl named Makena Cook, who is shown living her dream of being a professional soccer player.

In the campaign, Makena is led around the stadium by successful female and male players, who encourage her and help her prepare for the big game. The campaign shows Makena in on-field football action and activities like interviews, picture shoots, and locker-room celebrations.

The campaign is a fantastic method of motivating future male and female athletes. It shows that with hard work and dedication, anyone can achieve their dreams, regardless of gender. 

It also emphasizes the importance of role models and support systems, as Makena is shown being mentored and encouraged by successful athletes.

The Nike Women’s World Cup campaign is especially significant because it highlights the importance of women’s sports by featuring a young girl like Makena, Nike is sending a powerful message to young girls around the world that they, too, can achieve greatness in sports.


In this new age of marketing, it’s important to embrace new tech trends and let your fans interact with your brand. That’s exactly what Manchester City and Puma did when they partnered with Roblox to introduce their third club kit.

Fans were able to outfit their Roblox avatars in the new team strip and explore Puma’s new “Land of The Games” experience. This immersive experience allowed fans to connect and explore different aspects of the Manchester City brand.

By allowing supporters to wear the kit while connecting with other players, Manchester City maximized brand exposure and created a buzz on social media. 

The campaign was also successful in sparking user-generated content, as fans shared their experiences on social media and posted screenshots of their avatars in the new kit.

This campaign is a great example of how brands can use immersive experiences and new technology to engage with their fans and create a strong connection. 

Manchester City and Puma created a unique and memorable marketing campaign by embracing new trends and letting fans interact with the brand meaningfully.

Sports Marketing Examples

P&G’S Campaign “THANK YOU, MOM” 

Let’s talk about P&G’s “Thank You, Mom” campaign. P&G’s “Thank You, Mom” campaign is widely recognized as one of history’s most successful sports marketing campaigns. 

In the 2012 Summer Olympics campaign, P&G promoted their products as an easy way for mothers to support Olympians, and athletes thanked their mothers for helping them succeed in athletics.

The campaign was very personal and emotional, resonating with viewers around the world. It showcased the strong bond between a mother and her child and how that bond can help drive success in sports and other areas of life.

The campaign received over 74 million social media views and reactions, showing how impactful and successful it was. The campaign’s website also allowed viewers to thank their mothers, adding a personal touch and encouraging engagement with the brand.

This campaign is a great example of how brands can connect with their audience personally and create a strong emotional connection. 

By focusing on the universal theme of a mother’s love and support, P&G was able to reach a wide audience and create a lasting impression.

STATsports – The Power of Storytelling

STATsport uses storytelling in its sports marketing. STATsport is a company that provides elite athletes with deep dive stats. 

They know that numbers alone aren’t enough to engage their audience. That’s why they use the power of storytelling to inspire and engage fans.

This approach to sports marketing is all about creating a unique campaign concept and a story that uses your club or organization’s unique selling points (USPs) to stand out and engage. 

By focusing on the human side of sports and the people behind the numbers, STATsport is able to create a connection with fans that goes beyond just the data.

This type of storytelling is especially effective in sports, where fans are passionate about their teams and players. By tapping into that emotional connection, brands can create memorable and impactful campaigns.

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