04/06/2026
Brands don't always need to be sponsors to get a piece of the action ⚽
While sport presents a powerful opportunity, the most effective campaigns aren't always the ones with the biggest sponsorship deals behind them. Success can also come from finding a brand's right-to-play within the fan experience.
A few principles we keep in mind:
• Find your fit. Identify where and how your brand can play a meaningful role within the sports ecosystem.
• Don't let sport overpower the brand. The strongest campaigns amplify a product or service's existing connection to fans rather than relying solely on the sporting property itself.
• Fandom isn't uniform. Sports fans aren't a single audience. Their behaviours, passions and motivations vary, and campaigns should reflect that.
BrewArt X Sports:
Beer and sport have always gone hand in hand, but not necessarily beer you've brewed yourself. For BrewArt, we saw an opportunity to position home-brewed beer as part of game day, creating a bespoke campaign that ran exclusively on Kayo to connect the brand with sporting audiences in a relevant way