The Brands Calling On Creative Content to Engage Fans
Published on
by Izzy Fawcett
Creative content is used not to sell products outright, but to build emotional connection and cultural relevance. Brands place storytelling at the centre, tapping into shared feelings such as belonging, ambition, and inspiration, and positioning themselves as part of everyday moments or long-term journeys rather than one-off transactions.
By prioritising authenticity, platform-native creativity, and values-led narratives, brands show how meaningful content can turn audiences into engaged fans and elevate brand perception beyond traditional advertising.
In this article, we take a closer look at a few brands that are using storytelling and creative content in sport to build stronger relationships with fans.
In this Insight:
The Importance of Storytelling in Sport
In today’s media landscape, sport is no longer constrained to the in-play action - it lives continuously across social feeds, streaming platforms, and digital communities. For brands, that shift has fundamentally changed how fans connect with teams, athletes, and partners. Visibility alone is no longer enough.
What drives real engagement is storytelling: creative content that brings audiences closer to the people, passions, and moments behind the game. When done well, it transforms sponsorship from a logo into a relationship, giving brands a meaningful role within the narratives fans already care about. In a world where every brand is fighting for attention, those that invest in powerful, authentic storytelling are the ones that build long-term loyalty and commercial impact.
Lovely Day for a Guinness
Guinness’s “Lovely Day for a Guinness” campaign is a classic example of how a brand uses creative content to build emotional connection rather than push product features. Instead of focusing on taste, price, or promotions, Guinness centered the campaign on a feeling - the small, everyday moments that feel better when shared with others.
The creative idea works because it reframes what “a good day” means. Rainy weather, grey skies, or uneventful afternoons are traditionally seen as negatives, but Guinness flips that logic. A gloomy day becomes “lovely” when it’s paired with warmth, camaraderie, and conversation. This subtle optimism aligns naturally with pub culture, where people gather not just to drink, but to connect. The campaign doesn’t tell fans to buy Guinness - it reminds them why Guinness already fits into their lives.
Guinness also leans heavily into storytelling over selling. The visuals and copy are restrained, cinematic, and emotionally grounded. Whether it’s friends chatting in a pub or people sheltering from the rain together, the scenes feel relatable and human. By keeping the product presence understated, the brand allows audiences to project their own experiences onto the campaign, which deepens engagement and memorability.
Ultimately, “Lovely Day for a Guinness” shows how creative content can engage fans by tapping into shared emotions and lived experiences.
Arsenal & TCL
Arsenal and TCL’s “Inspire Greatness” campaign uses creative content to connect the club, the brand, and fans through a shared idea of ambition and progress. Rather than positioning TCL as a traditional sponsor, the campaign frames the partnership as a platform for inspiration, and the focus is less on sponsorship visibility and more on shared values.
At the centre of the campaign is storytelling that blends on-pitch excellence with off-pitch creativity and innovation. Arsenal players are shown not just as athletes, but as symbols of discipline, resilience, and continual improvement - qualities that mirror TCL’s positioning around technology that enhances everyday experiences. This alignment allows the brand message to feel integrated rather than imposed, making the partnership feel natural to supporters.
The creative content is designed to be fan-centric and emotionally driven. By highlighting moments of training, preparation, and personal growth, the campaign taps into what fans admire most about the club: the pursuit of excellence. TCL uses this emotional connection to place its products within aspirational contexts, subtly reinforcing how technology supports people in achieving more, without overshadowing the football narrative.
Legacy Starts Here
Sports Direct’s “Legacy Starts Here” campaign uses creative content to reposition the brand from a sporting goods retailer to a gateway brand for sporting ambition.
The content highlights early moments in sporting lives: first training sessions, local pitches, worn boots, and raw determination. By spotlighting where legends start rather than where they end up, Sports Direct connects emotionally with everyday consumers who see themselves, or their kids, at the start of that path.
The campaign’s creative tone is bold, gritty, and motivational, borrowing visual cues from elite sports storytelling while applying them to grassroots contexts. This blend allows Sports Direct to sit credibly between professional sport and everyday participation. The content feels cinematic, but the environments are familiar, reinforcing the message that greatness doesn’t begin in stadiums - it begins locally.
Sports Direct also strengthens engagement by aligning the campaign with real sporting culture and partnerships. By featuring recognisable athletes alongside emerging or anonymous players, the brand creates a clear narrative: today’s beginners could be tomorrow’s icons. This approach gives fans something to believe in, while subtly reinforcing Sports Direct’s role as a long-term supporter of sport at every level.
Overall, Sports Direct uses creative content to shift perception and deepen emotional connection. By focusing on origin stories and future potential, the brand becomes part of a larger narrative about growth and legacy - showing how purposeful storytelling can engage fans while quietly strengthening brand meaning.
Xylem & Manchester City
Manchester City and Xylem’s “All to Play For” campaign uses creative content to connect football culture with a broader social purpose, turning a sponsorship into a platform for impact. Rather than focusing on brand visibility, the campaign centres on access to clean water and sustainability, linking Xylem’s mission to one of the most emotionally resonant ideas in sport: everyone deserves a chance to play.
The campaign’s storytelling draws parallels between the importance of water in everyday life and its role in sport and communities. By highlighting how access to clean water enables participation, health, and opportunity, the content elevates Xylem’s expertise into a human story. Manchester City’s global reach and community presence help bring these stories to life, showing how football can be a catalyst for positive change beyond the pitch.
Another strength of “All to Play For” is its emphasis on action, not just awareness. The campaign highlights real-world initiatives, such as community programmes and infrastructure projects, reinforcing that the partnership delivers tangible outcomes. This helps build trust with fans, who are increasingly sceptical of purpose-led messaging that lacks substance.
Storytelling is the Future in Sports
At a time when fan attention is more competitive than ever, storytelling has become one of the most powerful tools in sport’s commercial ecosystem. The partnerships that stand out are those that move beyond traditional sponsorship and instead create culturally relevant, emotionally resonant content that fans actively choose to engage with.
Whether through purpose-driven campaigns, entertainment-led formats, or authentic fan-first narratives, brands that invest in creativity are unlocking deeper connections and greater long-term value. For the industry, the message is clear: the future of sports marketing belongs to those who can turn partnerships into stories - and stories into impact.
If you would like to find out more about creative content and storytelling, please reach out to our SPORTFIVE Production Studio team.
Frequently Asked Questions
Brand identity refers to the visual, verbal, and experiential elements that collectively distinguish and represent a brand to its audience. It encompasses the brand's unique characteristics, personality, and the way it presents itself across various touchpoints. Key components of brand identity include:
Visual Elements: The brand's logo, colours, typography, imagery, and overall design contribute to a recognizable and cohesive visual identity.
Verbal Elements: The brand's voice, tone, messaging, taglines, and communication style define its verbal identity, creating a consistent and authentic brand language.
Brand Values and Personality: The core values, mission, and personality traits associated with the brand contribute to shaping its identity and resonating with the target audience.
Brand Guidelines: A set of guidelines and standards ensure consistency in the application of the brand identity across different channels and platforms.
By establishing a strong and consistent brand identity, a brand can build recognition, differentiate itself in the market, and create a lasting impression on consumers.
An advertorial and an advertisement differ in their format and content. An advertisement is a traditional promotional message designed to showcase a product, service, or brand in a concise and persuasive manner. It typically employs eye-catching visuals, slogans, and concise text to capture attention and convey key messages.
An advertorial is a hybrid form of advertising and editorial content. It resembles a regular editorial piece in a publication but serves promotional purposes.
Advertorials provide information about a product or service in a more subtle and informative manner, often integrating the advertising message into a context that appears less overtly promotional. They aim to engage audiences by providing value through content while subtly promoting the featured product or service.
Advertisements are clear and direct, while advertorials blend promotional content with the appearance of objective editorial material.
Choosing the right target audience in sports marketing is crucial for creating effective and resonant campaigns. Here are tips and strategies to identify and engage the appropriate audience:
Define Marketing Objectives: Clearly outline your marketing goals. Whether it's brand awareness, fan engagement, or product sales, understanding your objectives guides audience selection.
Understand Your Brand: Identify the core values and identity of your brand. Understanding your brand's personality helps in aligning with an audience that shares similar values.
Analyse Demographics: Gather demographic data such as age, gender, location, income, and education. This information helps create a profile of your ideal audience.
Study ‘Psychographics’: Go beyond demographics to understand the psychographics of your audience - values, interests, lifestyles, and attitudes. This provides deeper insights into consumer behaviour.
Consider Fan Affiliation: If you are associated with a sports team or event, consider the existing fan base. Targeting fans of the specific sport or team ensures a built-in audience.
Utilise Market Segmentation: Segment your target market based on shared characteristics or behaviours. This allows for more personalised and targeted marketing efforts.
Evaluate Media Consumption Habits: Understand where your target audience consumes sports content. Whether it's through TV, social media, or live events, tailor your strategy to their preferred channels.
Leverage Analytics and Data: Utilise data analytics to track consumer behaviour, engagement metrics, and market trends. This data-driven approach helps refine your targeting over time.
Engage in Market Research: Conduct surveys, interviews, or focus groups to gather direct feedback from your audience. This qualitative data can provide valuable insights.
Monitor Competitor Strategies: Analyse the sports marketing strategies of competitors targeting a similar audience. Identify gaps or opportunities to differentiate your approach.
Embrace Personalization: Tailor your messaging and campaigns to resonate with specific segments within your target audience. Personalization enhances engagement and connection.
Stay Flexible and Adaptive: Consumer behaviours evolve, and trends change. Stay flexible and adaptive, adjusting your strategies based on shifts in the market.
Utilise Social Listening: Monitor social media conversations to understand what your target audience is discussing, sharing, and engaging with. Social listening provides real-time insights.
Create Buyer Personas: Develop detailed buyer personas representing your ideal customers. This helps humanise your target audience and guides content creation.
Engage in Continuous Feedback: Encourage feedback from your audience through surveys, comments, or reviews. Continuous feedback helps refine your understanding of their preferences.
By combining these strategies, sports marketers can identify, understand, and engage their target audience more effectively, leading to successful campaigns and a stronger connection with consumers.
Several trends are shaping the landscape of sports marketing, reflecting the evolving preferences of fans, advancements in technology, and a growing emphasis on sustainability and social responsibility. Here are some current trends in sports marketing:
Digital Engagement and NFTs
The rise of digital engagement through social media, mobile apps, and interactive content. Non-fungible tokens (NFTs) are gaining popularity for unique digital collectibles, allowing fans to own exclusive items tied to sports events.
Augmented and Virtual Reality
Integration of augmented reality (AR) and virtual reality (VR) technologies to enhance fan experiences. Virtual stadium tours, immersive AR experiences, and VR content are becoming prevalent.
E-commerce and Direct-to-Consumer Sales
Sports entities are increasingly focusing on e-commerce, enabling direct-to-consumer sales of merchandise and tickets. This trend enhances fan engagement and allows for personalised interactions.
Personalised Fan Experiences
Customization of fan experiences through data analytics. Personalised content, offers, and interactions tailored to individual preferences contribute to a more engaging and relevant fan experience.
Sustainability Initiatives
Growing emphasis on sustainability and eco-friendly practices in sports marketing. Sports organisations are adopting green initiatives, promoting sustainable events, and engaging in environmental conservation efforts.
Social Responsibility and Inclusivity
A commitment to social responsibility and inclusivity. Sports entities are leveraging their platforms to address social issues, promote diversity and inclusion, and engage in community outreach programs.
Esports Integration
The integration of esports into traditional sports marketing strategies. Esports partnerships, sponsorships, and events are on the rise, attracting a younger and tech-savvy demographic.
Athlete Empowerment and Personal Branding
Athletes are increasingly empowered to build and promote their personal brands through social media, content creation, and endorsements. Authenticity and storytelling play a crucial role in athlete marketing.
Live Streaming and OTT Platforms
The growing importance of live streaming and over-the-top (OTT) platforms for sports content consumption. Sports organisations are exploring direct-to-consumer streaming services to reach global audiences.
Blockchain and Fan Tokenization
The use of blockchain technology for fan tokenization. Sports teams and leagues are launching fan tokens, providing fans with exclusive benefits, voting rights, and a stake in the team's decision-making process.
Health and Wellness Partnerships
Collaborations with health and wellness brands. Sports entities are aligning with brands focused on fitness, nutrition, and overall well-being to promote a healthy lifestyle.
Interactive Content and Gamification
Interactive content and gamification strategies to engage fans. From interactive polls to gamified experiences, sports marketing is leveraging elements of play and competition.
Dynamic Ticket Pricing
Implementation of dynamic ticket pricing models, adjusting ticket prices based on factors such as demand, team performance, and event significance.
Innovative Sponsorship Activations
Creative and innovative sponsorship activations. Brands are exploring unique ways to activate sponsorships, including virtual activations, interactive campaigns, and experiential marketing.
Staying abreast of these trends allows sports marketers to adapt their strategies, engage with their target audience effectively, and create memorable and impactful experiences in the ever-evolving landscape of sports marketing.
The future of sports marketing is expected to be shaped by a combination of technological advancements, shifting consumer behaviours, and a continued focus on sustainability and social responsibility. Here are some potential directions for the future of sports marketing:
Immersive Technologies
Continued integration of immersive technologies such as augmented reality (AR), virtual reality (VR), and extended reality (XR) to create more engaging and interactive fan experiences. Virtual stadium tours, AR-enhanced game broadcasts, and VR fan zones may become commonplace.
Fan Tokenization and Blockchain
Greater adoption of blockchain technology for fan tokenization, enabling fans to have ownership stakes, voting rights, and access to exclusive content. Blockchain can enhance transparency in ticketing, merchandise authentication, and secure transactions.
Personalization and Data Analytics
Further emphasis on personalised fan experiences through advanced data analytics. Sports marketers will leverage data to tailor content, offers, and interactions, fostering deeper connections with individual fans.
Sustainable Practices
Increased commitment to sustainability in sports marketing, with sports organisations implementing eco-friendly initiatives, promoting green events, and incorporating sustainable practices into their operations.
Social Responsibility and Inclusivity
Continued focus on social responsibility and inclusivity. Sports entities will use their platforms to advocate for social causes, promote diversity and inclusion, and engage in community-driven initiatives.
Direct-to-Consumer Strategies
Greater reliance on direct-to-consumer strategies, with sports organisations leveraging e-commerce, streaming services, and personalised digital platforms to connect directly with fans, reducing dependence on traditional distribution channels.
Artificial Intelligence (AI) Integration
Integration of artificial intelligence (AI) for more efficient fan engagement, customer service, and data analysis. AI-driven chatbots, predictive analytics, and automated marketing campaigns will enhance overall efficiency.
Health and Wellness Partnerships
Increased collaborations with health and wellness brands as sports organisations align with companies promoting fitness, nutrition, mental well-being, and overall healthy lifestyles.
Global Expansion and Emerging Markets
A focus on global expansion and tapping into emerging markets, reaching diverse audiences worldwide through strategic partnerships, international events, and region-specific marketing strategies.
Esports Growth
Continued growth of esports and its integration into traditional sports marketing strategies. Esports sponsorships, events, and collaborations will become more prevalent, appealing to a younger and digitally connected audience.
Smart Stadiums and Fan Engagement
Smart stadium initiatives to enhance the in-person fan experience, incorporating technology for personalised services, seamless connectivity, and interactive features that complement live events.
Dynamic Content and Storytelling
Dynamic content creation and storytelling strategies that capture the attention of diverse audiences. Brands will focus on creating compelling narratives and shareable content to resonate with fans emotionally.
Partnerships with Influencers and Creators
Increased partnerships with influencers, content creators, and social media personalities to amplify sports marketing messages and reach broader demographics.
Continuous Innovation
A culture of continuous innovation, with sports marketers embracing emerging technologies, experimenting with new formats, and staying agile to adapt to changing consumer preferences.
The future of sports marketing is dynamic, with technology playing a central role in enhancing fan experiences and engagement. Sports marketers who embrace innovation, prioritise fan relationships, and align with societal values are likely to thrive in this evolving landscape.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space.
SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
SPORTFIVE is a global sports marketing agency that operates in the sports and entertainment industry. The agency specialises in various aspects of sports marketing, including the sale of sports media rights, sponsorship and partnership management, and the creation of marketing strategies for sports organisations, teams, and events. They work with a wide range of clients, including sports leagues, clubs, and brands, helping them maximise their commercial potential in the sports market.
SPORTFIVE is known for its expertise in negotiating and managing broadcasting rights, which involves securing deals for the distribution of sports content through various media channels. Additionally, they are involved in the management of sponsorship agreements, helping sports entities form partnerships with brands for mutual benefit.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
SPORTFIVE offers a comprehensive range of services that go beyond standard sponsorship deals. The agency provides full sponsorship consulting, activation, and sales, ensuring that brands receive strategic, tailored advice at every stage of the sponsorship process. The global presence and data-driven approach makes SPORTFIVE the preferred partner for brands looking to make impactful investments in sports.
Learn more about the service offering here
SPORTFIVE combines global reach, data-driven insights and a deep understanding of sports markets to deliver tailored sponsorship solutions that drive commercial success for rightsholders.
