Sports advertising has always been a dynamic and evolving field, constantly adapting to changes in technology, consumer behavior, and societal trends.

As 2024 is progressing, the landscape of sports advertising continues to transform at a rapid pace, presenting both new opportunities and challenges for advertisers.

In this article, we will explore the latest trends shaping the world of sports advertising, from the rise of connected TV to the utilization of AI and synthetic data. Additionally, we will examine the increasing importance of partnership and sports sponsorship with real-world purposes and the timeless art of storytelling in captivating audiences.

1. Use of AI and Synthetic Data

Synthetic data has become a powerful tool for data-driven decision-making, offering marketers a unique way to generate data for various applications.

Understanding Synthetic Data in Sports Advertising

Synthetic data is artificially created through algorithms. This synthetic data serves as a substitute for real data sets, allowing marketers to validate mathematical models, train machine learning algorithms, and conduct testing in a controlled environment.

In the context of sports advertising, synthetic data can help enhance targeting, personalize content, and optimize marketing strategies. Brands can gain insights into audience behavior, preferences, and trends without compromising the privacy and security of individual consumers.

One of the key applications when advertising in sports is fan segmentation and targeting. By generating synthetic data that mimics real-world fan demographics and behaviors, brands can identify distinct audience segments and tailor their marketing messages accordingly.

Privacy and Security through Anonymized Personal Information

Synthetic data offers a solution to ML-related privacy concerns by enabling brands to anonymize personal information from real individuals.

Generative AI algorithms can create synthetic data sets that closely resemble real data while obscuring sensitive information such as names, addresses, and contact details. This anonymized data can be used for audience profiling, trend analysis, and campaign optimization.

Hence, brands can mitigate privacy and bias issues associated with traditional data collection methods.

2. Partnerships with Real-World Purposes

In the dynamic landscape of sports marketing, brands are increasingly seeking sports sponsorships with real-world purposes, reflecting a shift towards purpose-driven initiatives over immediate brand visibility.

Investing in Movements Over Views

Sports brands are recognizing the value of aligning with movements that resonate with their audience’s values and aspirations. Rather than prioritizing short-term visibility, brands are investing in partnerships that contribute to broader social causes and reflect their commitment to making a difference.

For example, Adidas’ recent collaboration with soccer’s social impact movement, Common Goal illustrates this. Through this partnership, Adidas pledges 1% of its global net sales from soccer balls to support Common Goal’s initiatives aimed at combating racism, promoting gender equality, fostering mental well-being, and advocating LGBTQ+ inclusion.

Driving Positive Change Through Purpose-Led Partnerships

Partnerships like the one between DAZN, YouTube, and UEFA for the UEFA Women’s Champions League reflect a broader commitment to advancing women’s sports and promoting gender equality. By offering live and free access to women’s soccer matches globally, these organizations aim to elevate the visibility and popularity of women’s sports.

Embracing Purpose as a Strategic Imperative

In an era marked by increasing consumer demand for purpose-driven brands, organizations across industries are embracing purpose as a strategic imperative. Brands that prioritize social impact alongside profitability stand to not only enhance their brand reputation and customer loyalty but also drive long-term business success.

3. Storytelling

Whether through iconic campaigns, immersive documentaries, or captivating narratives, storytelling has the ability to transcend traditional marketing boundaries and shape the future of sports advertising in 2024 and beyond.

Nike’s storytelling

Nike’s journey towards storytelling mastery has been a cornerstone of its global brand success. By crafting a narrative centered around the pursuit of excellence and empowerment through sports, Nike has resonated with audiences on a profound level. Iconic campaigns such as “Just Do It” and “Find Your Greatness” have elevated everyday athletes as protagonists in their own hero’s journey, inspiring millions.

ESPN and The Last Dance documentary

Perhaps, the most memorable storytelling exercise in sports marketing is “The Last Dance” released by ESPN during the pandemic. The emotional story of Michael Jordon and the Chicago Bulls has not only managed to attract old and new fans alike but revived interest in both Jordan’s legacy and basketball at the height of the COVID-19 pandemic. For ESPN, this was a perfectly timed marketing exercise at the most opportune moment.

Formula 1’s storytelling

Through cinematic storytelling and compelling narratives, “Drive to Survive” has played a pivotal role in popularizing Formula 1 in the United States, drawing in millions of viewers who were previously disengaged from the sport.

The show’s focus on personal narratives, rivalries, and the inner workings of the sport has reshaped perceptions of Formula 1.

Football clubs storytelling

In the realm of sports clubs, entities like Arsenal and Manchester City have embraced storytelling through documentaries chronicling their seasons. Liverpool Manager, Jurgen Klopp famously said that he would leave the club if any sort of documentary was ever forced upon him. But this season, in his final season with the club, he has allowed a camera crew to follow his team. These immersive narratives provide fans with unprecedented access to their favorite teams and players, fostering deeper emotional connections and driving fan engagement.

4. CTV in Sports Advertising

Reaching sports audiences at an affordable price is becoming increasingly challenging for brands. Advertising on traditional channels such as linear TV and having sponsorship deals with a 5-year contract can be very expensive and require a significant commitment from brands. However, CTV is an option where brands can make informed decisions quickly to avoid wasting advertising dollars. Sports fans are a valuable audience for advertisers due to their scale and emotional engagement. With 76% of households owning smart TVs and sports audiences spread across multiple platforms, CTV offers a cost-effective way for brands to reach their target audience.

The Impact of CTV Ads on Traditional Sports Sponsorships

According to AppsFlyer, 98% of businesses believe CTV advertising will outpace mobile advertising. It’s no surprise that CTV spending has increased since Netflix and Disney+ introduced ad-supported tiers to their streaming platforms at the end of last year. 74% of advertisers believe that buying CTV ads that will be served during live sporting events is more effective than classic sports sponsorships, according to The Trade Desk and YouGov.

Planning Ahead

As traditional advertising channels become more expensive and less effective, CTV emerges as a crucial means of reaching sports enthusiasts on a large scale. Through contextual targeting brands can deliver highly targeted ads to sports fans that minimize budget wastage. Cost-effective, hyper-relevant, and independent of cookies, CTV serves as an invaluable tool for engaging sports fans and driving brand recognition and conversions. Advertisers should research what sporting events their target audience is interested in and book advertising space during these events.

5. Addressable TV Advertising

What is Addressable TV Advertising?

Addressable TV advertising is another trend that will impact sports advertising in 2024. This is a more targeted version of traditional TV Advertising. For brands hoping to target sports fans, it provides advertisers with the ability to show different ads to different viewers while watching the same sports program. This enables advertisers to focus on relevance and impact instead of large-scale traditional TV ad buys.

The Benefits of Addressable TV Advertising

  1. Personalized Targeting: Addressable TV Advertising allows advertisers to target individuals based on demographics and viewing behaviors ensuring increased relevance and viewer engagement.
  2. Return on Investment and Reduced Wasted Ad Spend: As a result of personalized targeting, addressable TV advertising optimizes return on investment and reduces wasted impressions.
  3. Measurable Results: Addressable TV Advertising allows for accurate tracking of ad performance and enables adjustments and informed decision-making.

Why are Brands Turning to Addressable TV Ads?

Brands are turning to Addressable TV to make ad dollars go further, faster. They are looking to take advantage of the advancements in technology of recent years. With the digital capabilities and reporting of CTV, brands can now benefit from the high-impact nature of the TV screen. Furthermore, brands have highlighted that in the current economic climate, households are reevaluating costs and are more inclined to switch brands for better deals. Using Addressable TV, brands can specifically target those open to switching to reach potential customers at just the right time with a special offer or sale. 66% of customers who switch brands do so because of better deals.


The future of sports advertising holds a plethora of innovative trends poised to redefine the industry in 2024 and beyond. Key to the evolution of sports advertising is the increased emphasis on trends that are already defining advertising in sports: synthetic data, partnerships behind real-world causes, connected TV and powerful storytelling.

Moreover, the convergence of sports and technology continues to shape sports advertising with virtual reality (VR) and augmented reality (AR) offering immersive experiences for sports fans, gamification for sports betting, and continued data-driven personalized marketing strategies. At the heart of storytelling, video technology, and especially AI videos and drone videos are leading engaging and unique content.

Influencer marketing remains a powerful tool for reaching targeted audiences, growing into a $21.1 billion industry. On the other hand, content marketing and social media engagement continue to foster ongoing connections with fans, amplified by authentic, inclusive and personalized content.

Are you looking for guidance on sports marketing? Reach out to our team of experts for all your queries.