[Marketing Week] Bob Koigi: The rise of sports marketing

In recent years, sports have emerged as one of the most powerful vehicles for brands to engage with consumers. The rise of global sports media, evolving fan behaviors, and the unprecedented reach of live events have driven brands to tap into the potential of sports in ways never before seen.

This has led to a surge in investments by brands and agencies in the sports sector, with many seeking to acquire or launch specialist sports agencies, as well as explore new avenues in sports streaming. These developments highlight a key shift in how marketing and advertising are approached, as sports become a crucial part of the broader marketing landscape.

Havas has announced the acquisition of CA Sports, a Spanish company specializing in sponsorship strategies and business development through sport. CA Sports joins the organization under Havas Play, Havas’ sports and entertainment agency dedicated to connecting brands to fans through their passions.

TCL, a global television brand and PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, has announced a new partnership designed to enhance programmatic advertising for live sports. This new partnership will connect TCL’s premium programmatic streaming inventory, including NFL Channel and CBS Sports, with PubMatic’s integrated platform to drive demand and efficiency.

Just recently, Gracenote, the content data business unit of Nielsen, recently announced the launch of Gracenote On Sports, a new solution developed to transform how viewers discover and engage with sports content across platforms.

At the same time, Creative agency Brothers & Sisters also launched a specialist sports agency, Brothers & Sisters Sports Club, in response to a number of new business wins that reflect the agency’s extensive background and expertise in creating cultural fame for brands investing in sport.

Brave Bison, the media, marketing and technology company said that it had agreed to acquire the entire issued share capital of global sports marketing business Engage Digital Partners in a deal totalling £11 million.

This comes as studies indicate that the global eSports market is anticipated to reach $9.1 billion by 2031. The eSports industry generates revenue through various channels, including sponsorships, advertising, media rights, ticket sales, and merchandise.

Campaigns of the week

FCB Health New York, an IPG Health company, and SafeProject have joined forces to create "The Snowball," a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.

Optimum Nutrition, the sports nutrition brand, and part of Glanbia Performance Nutrition, is kicking off the New Year with "Pretty Damn Good," a bold new campaign celebrating women athletes. While female athletes put in extraordinary work, they receive only 15% of sports media coverage, hold fewer leadership roles and often face language that diminishes their hard work and accomplishments.

Standard Chartered has unveiled its latest global wealth campaign aimed at the affluent segment. As an international wealth manager, this marketing investment underscores the Bank’s commitment to grow its affluent business – targeting $200 billion in affluent Net New Money by 2029 and double-digit CAGR Wealth Solutions income.

Agencies and accounts

Global media agency Assembly has been appointed with immediate effect as the strategic media partner for SXSW London, supporting Austin-based festival making its European debut. Assembly will spearhead SXSW London’s brand and performance media across Europe, in multiple markets including the UK.

Following a competitive review, global communications agency Citizen Relations has been appointed as Nespresso Canada's new PR agency. This strategic partnership combines Citizen's creative firepower with Nespresso's premium legacy, launching a new era of innovative storytelling and brand building in the Canadian market.

Global lottery operator Allwyn Group has selected M&C Saatchi UK as its international integrated communications agency, following a competitive process involving seven agencies. Led out of London, the global partnership will harness a broad range of M&C Saatchi's integrated capabilities, including strategy, PR, social media, social responsibility and sponsorship.

Startups weekly update

Lyteflo, a Canadian electric vehicle (EV) merchandising solution, announced $3 million in seed funding. Founded by Ryan Osten (CEO) and Dominick Rivard (CTO), Lyteflo seamlessly integrates into dealership websites to help auto dealers move their EV inventory faster and appraise EV batteries with precision: a one-stop shop to help dealerships win the electric future.

Taiwan has marked an important step forward in the global startup landscape by opening an overseas Startup Hub in Silicon Valley. This move shows the Taiwanese government's continued commitment to leading Taiwan's innovation ecosystem to the world.

Chilean startup Videsk, a cloud-based video contact center enabling face-to-face communication via video calls on websites, mobile apps, kiosks, and IoT devices, has established a strong presence across Latin America in industries spanning Mexico, Argentina, Peru, El Salvador, Honduras, and Colombia. Now, the company has set its sights on expanding into the U.S. market.

Other major news of the week

Kantar Group, the global marketing data and analytics company based in London and the proposed sale of Kantar Media to H.I.G. Capital,portfolio company of Bain Capital, has announced a global alternative investment firm with $67 billion of capital under management.

Apple is once again the world’s most valuable brand. Brand Finance, the world’s brand valuation consultancy, values Apple’s brand at $574.5 billion for 2025, keeping it ahead of its closest rival, Microsoft, valued at $461 billion.

Bob Koigi is the editor-in-chief of Marketing Report.One.

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