How sports became the MVP of brand building

With its emotional resonance, evolving digital capabilities and unmatched reach, sports offers brands an opportunity to create lasting legacies

- Gaurav Laghate

In a world where attention spans are fleeting, sports stands tall as a game-changer for brand building. Whether it's the glamour of the Super Bowl in the US or the pulsating energy of the Indian Premier League (IPL) in India, sports not only captures eyeballs but also creates enduring connections. For marketers, it's a playground where emotions, visibility, and brand loyalty intersect, offering a high-impact platform to stand out.

"Sports, in my view, is an excellent vehicle for brand building," says Vinit Karnik, managing director, content, entertainment, and sports, GroupM India. "It provides a powerful platform for brands to connect with audiences in an emotional and engaging way."

Crafting partnerships

For brands, the key to unlocking the potential of sports lies in well-crafted partnerships. "Brands need to build a partnership that delivers to their business objectives, towards the stakeholders they are looking to engage and communicate with, and demonstrate the value they will add to the journey," says Nikhil Bardia, head of sports marketing firm RISE Worldwide.

Bardia highlights the importance of thinking beyond visibility and creating meaningful connections. "Fans have proven that when they are taken on the journey together, there is a lot that brands stand to gain from goodwill and legacy building," he adds.