Elsewhere in the summer of sport: The brands, sports, and athletes to keep an eye on

But beyond those big-ticket events, there’s a whole world of sport out there, including whole universes of up-and-coming sports, clubs and athletes that will be the stars of tomorrow. Smart marketers will be keeping their eyes peeled for those in their ascendency, ready to burst out into sponsorships, partnerships and endorsements. But where should those eyes be pointing? We asked leading ad execs from The Drum Network.

Chris Moody, global executive creative director, Landor: “The biggest sports event of the Olympics is not going to be on track or field, but on linoleum (or a new high-tech version of it). This year, breaking (better known to most of us as ‘breakdancing’) is one of the five new sports which will take Paris by storm. Watching these 'artletes' windmill, backspin and turtle freeze in front of huge crowds set against Paris’ iconic Place de la Concorde is going to be one a hell of a spectacle. Is it sport? Well, modern elite sport is about showing how the human body can do things we never believed possible. It’s about competing to be the best. It’s about youth, joy, generosity, falling down, and getting back up. It’s about multiyear deals with shoe brands and going from the street to the podium. So yes, it’s a sport and I'm here for it. So is Samsung, whose sponsorship behind the subculture-turned-Olympic sport reinforces its brand idea of ‘openness’. My money is on Shortbread.

Nick Handley, head of PPC performance, Impression: “Sports marketing has really taken off on TikTok, with it becoming a platform for athletes and teams to share their day-to-day lives and engage with fans through videos and comments. Take football team Paris Saint-Germain, which has created a fantastic community and amassed a following of 42.7 million. Outside of this huge success and global status, how has the PSG account generated such a following and engagement? With a diverse mix of content spanning players, pop-culture, and the workings of the club. For teams, this is a prime example of how to show personality and build brand through organic content. Keep it diverse, keep it engaging, and listen to the content that your audience wants to hear about. Even I follow PSG and I'm not interested in football!”

Toan Ravenscroft, managing director, M&C Saatchi Sport & Entertainment Amsterdam: "Outside the men’s Uefa Euro 2024, Paris 2024, Wimbledon, cricket and golf’s majors, there are plenty of superb opportunities for brands to connect with participants and fans. Take padel. As Wimbledon gets underway, tennis bosses will surely be looking on enviously at the way participation has surged. One of the fastest growing sports in the world, it now has, according to the International Padel Federation, 30 million amateur players. Ignited by A-list celebrity disciples (and subsequent investors), it’s fast, simple to play, has a 40% female playing base, and as a doubles sport it’s inherently social. It has been a ground-up, participation-first movement, but the World Padel Tour TV platform, YouTube and broadcast partners now enable fans to consume digital-first. There are plenty of events to partner with, and the sport is targeting Olympic inclusion, with a World Championships in Qatar in October. Brands are starting to pay more attention. Expect it to only grow further."

Charlie Brown, head of sport and entertainment, The Romans: “Recently, Padel courts have been popping up all over the place: local parks, sports centers, and even at kids-focused holiday resorts, Padel has arrived. England football stars Kobbie Mainoo and Cole Palmer were talking about the sport the other day; Zlatan Ibrahimovic has opened a center in Sweden; and Stormzy was the latest star to be pranked while playing a UK-top-3 player. This year, the Premier Padel Tour announced a ground-breaking partnership with Red Bull, which will unlock significant investment, broadcast and production opportunities to continue to showcase the sport to audiences around the world. It’s only going to get bigger. The more brands like Red Bull that get involved, the more opportunity there will be for Padel to gain more followers, broaden its audience, and produce the next wave of stars, leading a real opportunity for marketers to create compelling campaigns. Right now, it’s difficult to name the top Padel players, but in a few years’ time they might be collaborating with the biggest brands in the world.”

Sampson Yimer, senior vice president, partnerships & director, sponsorship, Momentum Worldwide: “This one feels a bit like cheating, given her presence on the US women’s soccer team (and starring role for San Diego Wave FC), but Naomi Girma, the first player of Ethiopian descent to suit up for the team (full transparency: I’m also a first-generation American of Ethiopian descent), is an athlete on the rise. Her embrace and pride of her cultural heritage and her honest conversations about mental health are appealing to younger audiences who gravitate towards authenticity. Gen Z consumers are looking for ethical alignment from brands, creators, athletes, and influencers. Those using their platforms for good will always be appealing. With an upcoming platform like the 2024 Olympic Games, the continued rise of the National Women’s Soccer League and the 2027 Women’s World Cup, Naomi Girma is on the rise.”

Mike Vandrau, managing director, rights sales, Wasserman: “Remember cycling ace Sir Mark Cavendish? Written off a decade ago and now aged 39, he won his 35th Tour de France stage this summer to surpass Eddie Merckx's long-standing record of most prolific stage winner. In cricket legend Jimmy Anderson (41), we have another veteran bidding farewell with one final swansong against the West Indies. Or what about Ireland heading to South Africa in the rugby: the world number-ones hosting their immediate challengers. Or golf – perhaps The Open is the one for you, with reformed villain Bryson Dechambeau chasing a second consecutive major win. Every day, new stories are written; new memories made, and new heroes announce themselves to the world. No other medium has the power to capture our attention like sport. Marketers have no excuse.”

Danny Wong, vice president, growth and innovation, Team Lewis: “Everyone is talking about the big events, but the small ones capture hearts too. Stand out by tapping into the community and passion that people have for more accessible sports. Pickleball [not to be confused with padel – ed] is continuing to have its heyday, with more people trying it out. Last year, we saw several large brands boost their awareness through the sport, including protein bar company Fulfil. The brand announced its partnership with the Association of Pickleball Players (APP) as the official protein bar of the 2024 APP Tour – an impactful way to put its name in the scene of a hot trend.”

Dyana So, senior strategist, 160over90: “Sports mania is bigger than ever, and so are the ways fans tune into sports (and the reasons why). Athletic strength and power are no longer the core attractions to engage. People want to get into strategy, camaraderie, lifestyle, underdog stories, pop culture conversations, and betting – to name just a few. Industry shifts like multihyphenate-athletes, unexpected collaborations, and sportsbook lounges, plus the popularity of sports docuseries, are some of the many ways the dynamic world of the sports experience is offering more routes in. While major sports events like the Olympics will continue to receive major global attention this summer, marketers and brands would be remiss to overlook the hot, niche sports opening new pathways diversifying expressions of sports fandom, such as the Tour de France Femmes (August 12-18), the World Series of Darts Final Qualifier (August 23), and golf’s Solheim Cup (September 9-15).”

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