Why Should We Focus On Sports Marketing In 2025?
In the fast-paced world of sports, marketing is no longer just about focusing on the big games like the Super Bowl, World Series, or World Cup—it’s a dynamic arena where brands connect with audiences through creativity, technology, and cultural relevance. As we gear up for 2025, staying ahead of the latest sports marketing trends is crucial for brands looking to make a lasting impact.
Why? Sports provide a unique opportunity to tap into a loyal, passionate audience that thrives on shared experiences and emotional connections. By understanding emerging trends, businesses can craft campaigns and endorsements that resonate, build trust, and drive results. 2025 offers unparalleled opportunities for brands to stand out.
So, what’s on the horizon? Let’s dive into the top three sports marketing trends for 2025 that will shape the way that brands engage with fans and maximize their impact in the ever-evolving world of sports.
Athlete Marketing
Athlete marketing has been a growing trend for a few years. Still, with the expansion of NIL (Name, Image, and Likeness) opportunities and athletes sharing more of their daily lives on social media, it’s set to become even more prominent in 2025.
Take Anthony Hamilton Jr., for example. Known for his success in basketball and track and field, Hamilton turned his story of resilience into a brand. After enduring two major knee surgeries and overcoming the challenges that followed, he began sharing motivational content on social media, inspiring countless fans. He also founded The Dunk Collective, a company highlighting professional athletes known for their dunking skills and producing viral video content.
On a larger scale, Caitlin Clark is a prime example of the power of athlete marketing. During the 2023-24 basketball season, Clark became Iowa’s all-time leading scorer, finishing her collegiate career with an astounding 3,951 points. Following her historic run, she was selected as the #1 overall draft pick by the Indiana Fever in 2024 and signed a groundbreaking $28 million endorsement deal with Nike. In addition to Nike, Clark secured partnerships with brands like Wilson, Panini, Gatorade, and State Farm, solidifying her status as a marketing powerhouse. Clark now makes more off of her brand endorsements than her actual WNBA salary from the Indiana Fever.
As social media platforms evolve, more athletes will explore endorsement opportunities with local and national companies. This trend amplifies brand visibility and helps athletes build long-term careers beyond the game.
Retail Media
Retail media is rapidly becoming a cornerstone for sports marketing, offering innovative ways for brands to engage with fans and drive sales. With the rise of digital convenience and the growing expectation for seamless purchasing experiences, sports marketers have an incredible opportunity to leverage retail media for brand activations.
Imagine being at a sporting event, immersed in the excitement, and not wanting to miss a moment, leaving your seat to grab your favorite team’s gear. Retail media bridges this gap by allowing fans to shop right from their phones, whether in the stadium, at home watching the game, or even engaging with sports-related content online.
For sports marketers, retail media presents a dual advantage: increased fan engagement and tangible sales opportunities. By integrating retail media into their strategies, brands can use targeted advertising on platforms like Amazon, social media platforms, or even team-specific mobile apps to showcase exclusive merchandise, limited-edition drops, and tailored offers.
Expansion of Women’s Sports
Female athletes continue to break barriers and redefine norms in sports every day. Icons like Serena Williams, Breanna Stewart, Coco Gauff, Simone Biles, and Ilona Maher are changing the game, pushing the boundaries of what female athletes are “supposed” to do. These trailblazers prove that you can achieve greatness while staying true to yourself and standing up for what you believe in.
For decades, women in sports were often unfairly criticized and labeled as not being feminine enough. Today, however, female athletes stand shoulder to shoulder with male superstars like LeBron James, Steph Curry, and Patrick Mahomes, earning respect and recognition on the global stage.
This fall marked a significant milestone with the Premier Lacrosse League (PLL) unveiling the Women’s Lacrosse League (WLL), consisting of four teams set to compete in the 2025 Lexus Championship Series using the Olympics Sixes format. The league’s launch was celebrated with a striking banner on their website, showcasing four top women’s lacrosse players alongside the powerful tagline: “It’s Our Time,” prominently displayed above the WLL logo.
As women’s sports continue to capture attention and ignite excitement, leagues like the WLL represent a new era of opportunities. Looking ahead to 2025, these developments will undoubtedly further amplify the influence of female athletes and inspire the next generation to keep pushing boundaries.
Why Staying Ahead in Sports Marketing Trends Matters
Sports marketing presents a vast array of opportunities for brands to showcase their products and services to a massive, engaged audience. By staying on top of emerging trends and identifying what’s gaining traction, brands can position themselves to seize new and exciting opportunities in 2025.
Written by: Gabby Bordonaro, Client Relations Coordinator