Sports advertising is one of the most powerful ways to reach a wide audience, bringing unique opportunities to connect with fans from local high school football games to the national stage of Major League Baseball. Sports events dominate viewership, especially during peak seasons, making them ideal for brands to target engaged audiences. Whether you’re aiming for local outreach, regional awareness, or national recognition, here’s how to make the most of sports advertising through three proven media tactics.
1. Advertising on Broadcast TV: Reaching Dedicated Viewers
Broadcast TV remains a leading medium for sports advertising, offering high reach and engagement levels. According to Nielsen, the Super Bowl alone garnered nearly 124 million U.S. viewers in 2024, while events like the World Series and NBA Finals reach millions more people. For local events, such as high school or college games, local broadcasts are a valuable platform for brands to establish a community presence. Here’s how to maximize advertising impact on broadcast TV:
- Choose High-Visibility Time Slots: Sports fans tune in for prime-time slots, so aligning your ads with peak viewing times ensures your brand gets noticed. Nationally televised games attract diverse audiences, while regional broadcasts help brands connect locally.
- Craft Engaging Ad Content: In 2023, 66% of sports viewers reported that ads tailored to the game experience enhanced their engagement with the brand. Ads during sports events often use humor, inspirational messages, or star athletes to connect with fans, making the ad feel part of the experience.
- Use Sponsorships to Drive Brand Recognition: Sponsoring sports segments can position your brand as a part of the event itself. Local companies, for instance, might sponsor halftime shows or live score updates to engage community viewers directly.
For brands with larger budgets, partnering with professional sports leagues provides the best chance to reach vast audiences. But even businesses with a smaller footprint can benefit from TV spots in smaller, regional games that capture loyalty in your backyard. Plan early to get the best rates and work with your local stations to negotiate sports packages as part of a larger media buy.
2. Geofencing in Sports Advertising: Reaching Fans Where They Are
In-stadium promotions can come with a big price tag, so if you don’t have the budget to put your logo on the scoreboard, geofencing is a strategic way to get in front of the sports crowd. Geofencing offers precision-targeted advertising based on a user’s location. For sports, this means targeting fans at specific venues, from college stadiums to national arenas, and even in sports bars or nearby restaurants.
Geofencing identifies users who enter a specific location, or “fence,” and serves them targeted ads both in that moment and for a set period afterward—often up to 30 days. This strategy is especially effective for brands aiming to stay top-of-mind after fans leave an event. Here are some ways geofencing is transforming sports advertising:
- Geo-Conquesting to Capture Competitor’s Audience: One variation on geofencing, geo-conquesting, involves placing “fences” around competitors’ locations to attract their customers. For instance, a local sports bar might geo-conquest around a competing bar’s location during big games, serving targeted ads to fans in the area with special game-day offers.
- Event Capture for Later Ad Engagement: Event Capture is another tactic within geofencing that focuses on collecting users who enter a particular location (like a stadium or sports complex) to build an audience for later ad targeting. Typically used for large events or a series of games, Event Capture gathers attendees into an audience list, allowing brands to follow up for up to 30 days after the event. For example, a local sports retailer could use Event Capture at a series of high school football games to target fans with ads for merchandise or team apparel in the weeks following.
- Site Retargeting for a Customized Ad Experience: Retargeting enables brands to reach users who have already visited their website, enhancing the personalized ad experience. By placing a tracking pixel on specific website pages, brands can identify these users and serve them follow-up ads, reinforcing brand recall. For instance, a sporting goods store could retarget users who browsed football gear with ads showcasing similar items. Additional pixels can be set on conversion pages to avoid serving ads to those who have already completed a purchase, making the ad experience more efficient.
For local or regional sports events, geofencing helps smaller businesses compete, making it an accessible strategy for brands with a local focus and limited budgets. Essentially, geofencing taps into real-time engagement, creating a “right-place-right-time” strategy.
3. Social Media in Sports Advertising: Amplifying Stories and Building Brand Loyalty
Social media is now an indispensable part of sports advertising, but it’s no longer just about posting updates. In today’s digital landscape, social media enables brands to build deeper connections through storytelling, giving fans a richer, more immersive experience. From Instagram to TikTok, platforms are ideal for engaging fans with stories that resonate emotionally, making the audience feel like they’re part of the game, the team, and the journey.
- Real-Time Storytelling to Capture the Game’s Energy: Social media is the perfect arena for real-time storytelling. Brands can partner with sports franchises to share game highlights, behind-the-scenes moments, and locker room footage to make fans feel they’re at the heart of the action. Posts can follow a narrative arc, allowing brands to bring fans along on the journey with teams and players. For example, a brand might post short clips on Instagram showing the journey of an underdog team, culminating in a big win, evoking emotions and capturing fans’ attention.
- User-Generated Content to Build Community: Today’s fans crave authenticity, and user-generated content (UGC) allows them to become part of the story. When fans share their own sports experiences—whether it’s attending a game or sharing a favorite pre-game traditions—brands can amplify these stories, creating a community-driven feel. Campaigns that invite fans to share photos, game-day rituals, or their “fan moments” help create a shared narrative that makes fans feel connected to the brand. For example, a brand could create a hashtag like “#MyGameDay” where fans post about how they prep for game day, turning each post into a small part of a larger, collective story.
- Influencers and Athlete Partnerships for Story-Driven Campaigns: Partnerships with athletes and influencers allow brands to tell authentic stories through the voices of sports personalities fans admire. Rather than traditional endorsements, these collaborations are often built around narratives of personal achievements or challenges, inspiring fans to push their limits.
- Interactive Stories that Foster Engagement and Loyalty: Social media offers interactive storytelling options that make fans feel involved. Live-streamed Q&A sessions, interactive polls, or video stories that pose questions to fans create a dialogue, making fans part of the conversation. This approach keeps fans engaged and builds loyalty, turning them from passive viewers into active participants. For instance, brands can run game-day predictions on Twitter or Instagram Stories, inviting fans to vote or comment on upcoming plays or outcomes, building anticipation and drawing fans closer to the brand.
Storytelling on social media helps brands create meaningful connections, as it goes beyond simply advertising to foster genuine engagement. By leaning into the powerful narratives that sports offer, advertisers can make an impression that lasts well beyond the game, deepening their connection with fans and keeping their brand top of mind.
Success Stories in Sports Advertising
Some of the most memorable campaigns in sports advertising use storytelling to humanize athletes and connect with fans. For instance, Gatorade’s “Be Like Mike” campaign was wildly successful in the ‘90s because it told the aspirational story of becoming as skilled as Michael Jordan and implied that Gatorade was part of the solution.
More recently, brands like Under Armour have used stories of perseverance in their “Rule Yourself” campaign, showcasing athletes’ unseen grit to inspire viewers.
For brands looking to make a lasting impact, sports advertising is one of the most effective ways to cultivate loyalty, inspire engagement, and positively position your brand or product.
Sports Advertising Trends: What’s Next?
Looking ahead, sports advertising is expected to become more interactive, with augmented reality (AR) and virtual reality (VR) offering immersive fan experiences. Brands may soon provide virtual experiences tied to real-world events, further blurring the line between the stadium and the living room. For local advertisers, these innovations will make it easier to reach fans without requiring a national advertising budget.
In today’s media landscape, standing out means leaning in. Lean into the stories, the emotions, and the energy that make sports magnetic. Bring your brand to life with strategies that feel as dynamic as the game itself.