Jason Notte, Sports Marketing reporter at ADWEEK, recently sat down with sports marketing leaders Ian Trombetta (SVP Marketing, NFL), Shana R. Stephenson (Chief Brand Officer, NY Liberty), and Shruti Tiwari (MD & Head of Content & Media, Ogilvy North America) to discuss the future of fan engagement and the role of sports in building community and brand loyalty.  Sponsored by Chief and Sponsor United, the leading global sports and entertainment sponsorship intelligence platform, the panel highlighted the evolving $600 billion sports industry and how it is reshaping fan, consumer, and brand interactions through cultural relevance, data insights, and authentic storytelling. Short video from panel.

Here are several key takeaways from that conversation:

• Player-Centric Storytelling with Respect for Privacy: Sports organizations are adopting a player-first approach to storytelling as fans increasingly value authenticity. The NFL’s “Helmets Off” series, for instance, shares players’ personal stories, allowing fans to connect with athletes beyond the game by showcasing their personalities and lives outside the field. Similarly, teams empower players to share their narratives on their own terms, respecting their privacy and giving them control over their public image. This approach builds trust and relatability, which are crucial for fostering long-term fan loyalty.
• Empowering Women in Sports: Highlighting the expanding role of women as both athletes and fans, the panel emphasized how the industry is embracing inclusivity and diversity through increased investments and media coverage in women’s sports. Ian states that “The trends I see continuing, and just really continuing to grow exponentially, women’s sports across all sports”. With efforts from leagues and brands to celebrate female athletes and engage a broader audience, initiatives like the New York Liberty’s community outreach and the NFL’s rising female viewership reflect a cultural shift.  Shana states that, “This season we’ve seen the growth of the WNBA, the growth of women’s sports, even beyond the WNBA, when you look at the Olympics and I really feel that the women athletes were the stars of the Olympics.” Female athletes achieve a 14.3% engagement rate on social media, surpassing their male counterparts, which underscores the highly engaged fan base of women’s sports – a compelling draw for brands. Additionally, 43% of women’s sports fans are male, highlighting its broad appeal and economic impact. These actions position sports as a dynamic platform for celebrating diversity and fostering an inclusive fan community. *
• Integrating Culture into Sports Marketing: The panel highlighted the power of cultural integration in sports marketing to connect with diverse audiences. Leveraging moments like the “Taylor Swift effect” at NFL games and hosting community-focused theme nights, such as LGBTQ+ or youth events, allows brands to resonate more personally with fans. Today’s sports marketing goes beyond traditional promotions, aligning with cultural trends to create inclusive, engaging experiences.
• Harnessing Data for Hyper-Personalization: Data and AI are reshaping how sports leagues understand and engage fans. By enabling tailored audience segmentation and real-time insights, data-driven strategies ensure that promotions and experiences resonate with specific fan demographics. Leagues are increasingly using these insights to customize content and experiences, with targeted messaging that aligns with fans’ preferences, ultimately maximizing engagement and creating more personalized connections.
• Engaging Younger Audiences through Gaming Partnerships: The panel highlighted how leagues are using gaming partnerships to connect with younger audiences. Collaborations with platforms like Roblox, Fortnite, Madden, and Xbox are creating in-game experiences that bring sports into the digital spaces where younger fans spend their time. These initiatives not only introduce sports to new generations but also provide immersive experiences that foster lasting connections with teams and players.

With record-breaking viewership, a 35% rise in Earned Media Value (EMV), and $5.02 billion generated from posts tagging teams and athletes, sports marketing is a powerful tool for brands. To resonate, marketers should prioritize authentic, meaningful connections. As sports merge with lifestyle and entertainment, they’re creating a dynamic community where fans become active participants in a culturally rich experience.

• SOURCE: Nielsen