Scoring Big: How to Market Sports in the UK
Sports Marketing That Captures Attention
Sports advertising is more than promoting a game. It is about tapping into passion, national pride, and the narratives that fans care about. In the UK, football, rugby, and cricket dominate attention, while major tournaments such as the Women’s Euros provide a global stage for brands to connect with audiences.
The Lionesses’ 2025 campaign is a prime example. Sponsors and brands that aligned with the team leveraged national pride, female empowerment, and a narrative of resilience. From social media storytelling to out-of-home advertising such as digital screens in city centres, bus wraps, tv coverage, and stadium banners, the campaign turned the tournament into a cultural moment, not just a series of matches.
What Works
Lionesses - Women’s Euros 2025:
The England women’s team captured the nation’s imagination, and brands that partnered with them saw unprecedented engagement. Pepsi MAX, an official sponsor of the tournament, launched a celebratory out-of-home campaign featuring empowering messages like 'Thirsty For The Final Roar' and 'Thirsty To Bring It Home', alongside Lioness superstars and Pepsi MAX ambassadors Lauren James and Leah Williamson. The campaign included transformed 'Thirsty For More' billboards across the UK, featuring the players and messages that rallied support for the Lionesses during the final.
Premier League Partnerships:
Brands such as Adidas and Carlsberg have long leveraged the Premier League’s global audience. Adidas created interactive fan zones outside stadiums during key fixtures, while Carlsberg used outdoor digital displays to showcase live match updates and branded content. Stadium banners, sponsorship boards, and transit campaigns combined with social storytelling created an integrated experience, reinforcing both visibility and engagement.
Wimbledon - Tradition Meets Interaction:
Wimbledon offers a lesson in combining heritage with engagement. Brands like Evian and Rolex integrate packaging, in-stadium branding, and public transport advertising to reach fans. Evian, for instance, used limited-edition bottles featuring Wimbledon’s iconic imagery while running experiential activations at London train stations, giving commuters the chance to interact with the brand before even reaching the courts.
Rugby Six Nations - Emotional Connection:
During the Six Nations, Guinness and Land Rover have executed campaigns that emphasise community, passion, and teamwork. Guinness’ billboard campaigns used match-day heroes and real fan stories to evoke emotion, while Land Rover showcased rugged, “ready-for-any-challenge” messaging across out-of-home and experiential campaigns. These examples show that effective sports advertising blends emotion, visibility, and relevance.
Why Out-of-Home Works for Sports
Sports advertising thrives in real-world spaces. Stadiums, billboards, public transport, and city high streets give brands high visibility where fans are already emotionally engaged. Unlike fleeting online ads, these placements are tangible and memorable.
Bus wraps celebrating a local team, airport displays during international tournaments, or wild posting in city centres create excitement and anticipation. Fans are more likely to share experiences organically, extending the reach of campaigns far beyond the initial placement.
Balancing Creativity and Authenticity
The best sports campaigns feel authentic. They align with the team, the sport, and the fans’ values. Misaligned campaigns risk feeling opportunistic. Successful campaigns often:
Tell a story that resonates with fans
Use the sport’s culture and language effectively
Integrate seamlessly across physical and digital channels
Celebrate achievements and moments that matter to the community of fans, not just the brand itself
The Lionesses’ campaigns exemplify this approach. By highlighting the players’ journey, embracing empowerment, and creating shareable moments, sponsors built trust and engagement while enhancing visibility.
The Future of Sports Advertising
Sports advertising in the UK will continue to evolve as fans engage across multiple platforms. Combining out-of-home media with digital campaigns, experiential activations, and storytelling ensures campaigns reach audiences effectively. High-profile tournaments, league matches, and cultural sporting events remain prime opportunities for brands to connect with passionate audiences.
At Media Agency Group, we help brands maximise sports marketing impact in the UK and globally. From stadium campaigns to high-traffic out-of-home placements, we create memorable engagement that resonates with fans. Explore our work here for more details.