In recent weeks, we’ve heard from top sports marketers what they’re doing to tap into the phenomenal growth in popularity of women’s sport and how they’re already planning activity for what’s set to be 2026’s biggest global event: the men’s football Fifa World Cup.
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.”
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