Do brands always make the most of large sporting events?

How can brands ensure their advertising during sports events will command the crowds’ attention – and predispose more people?

Large sports events are precious: they unite people, with fans gathering to watch and cheer for their favourite team or athlete. They also serve as powerful platforms for advertisers, with their ability to capture global attention. Sports events serve as a unique brand building opportunity, with a chance to take advantage of the elevated mood to build meaningful consumer connections and predispose more people, through creativity.

With the 2024 Olympic games and the UEFA European Football Championship on the horizon, we looked through the learnings Kantar has gathered on sports event advertising and compiled them into five tips to help brands make the most of their advertising geared towards sports events and fandom.

This article was published exclusively on on May 23, 2024.