The Evolution Of Sports Marketing: Trends, Opportunities, And Growth
The sports marketing landscape is undergoing a significant transformation, driven by the growth in popularity of women's sports and the upcoming 2026 men's football FIFA World Cup. According to a recent article by The Drum, top sports marketers are optimistic about the industry's future, citing growth in licensing, sponsorship, and sporting influencer deals (The Drum, 2025). Tim Smith, founder of Fluoro, notes that the sports world has come full circle, with brands rediscovering the power of professional athletes and embracing the connection between movement, euphoria, and mental wellbeing (Smith, 2025). One of the biggest untapped opportunities in sports marketing is backing new talent in sports that sit just outside the mainstream.
Lee Climpson, production director at Transmission, cites the rise of Luke Littler, a 17-year-old darts player who has transformed the sport from a pub pastime to prime-time entertainment (Climpson, 2025). Climpson suggests that brands that spot and support new talent early can ride the wave of momentum, embedding themselves with both the athlete and the growing fanbase.
For example, Target Darts has seen significant success with Littler's rise to fame, demonstrating the potential for brands to capitalize on emerging talent.
The realm of sports marketing and advertising has become a complex and multifaceted industry, driven by the growing influence of social media, shifting consumer behaviors, and the increasing importance of brand authenticity. According to a report by Deloitte, the global sports industry is projected to reach $551 billion by 2025, with sponsorship and advertising revenues accounting for a significant proportion of this growth (Deloitte, 2020). As a result, brands are seeking innovative ways to connect with sports fans and athletes, leveraging platforms such as Instagram, TikTok, and YouTube to build meaningful relationships and drive engagement.
One of the key trends in sports marketing and advertising is the rise of influencer marketing, with athletes and sports personalities increasingly partnering with brands to promote products and services.
A study by Influencer Marketing Hub found that 71% of sports brands use influencer marketing as part of their marketing strategy, with 61% citing increased brand awareness as a key benefit (Influencer Marketing Hub, 2022). However, with the growing scrutiny of influencer marketing, brands must prioritize authenticity and transparency in their partnerships, ensuring that they align with the values and interests of their target audience.
The intersection of sports, marketing, and technology is also creating new opportunities for brands to engage with fans and drive business ← →
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