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How do brands and athletes build connections with audiences in sport?
Sport remains one of the most powerful communication tools.
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2 min to read
Written by:
Ema Aralica Šikonja
Sport has a unique ability to bring people together and create emotions that last long after the final whistle. That is why an increasing number of brands are using sport as a platform to build meaningful relationships with their audiences. Our June Vox Populi survey revealed how audiences perceive these partnerships.
Sport delivers visibility and emotional impact
As many as 73% of respondents believe that sport has strong potential to enhance a brand’s image and recognition. While some see audience reach as the greatest advantage of sports sponsorships, others highlight the emotional connection these collaborations create.
More than half of respondents also said that the atmosphere is the most important aspect of following major sporting events. Audiences are not just watching the game – they are experiencing the sense of community that comes with it.
Charity initiatives outperform traditional sponsorships
When it comes to the ways brands and sport can work together, respondents gave a very clear answer. 60% of Instagram respondents and 78% of LinkedIn respondents found charity initiatives jointly led by athletes and brands to be the most engaging form of collaboration.
These findings suggest that today’s audiences expect more than a logo on a jersey or advertising around a sporting event. They value shared principles, social impact, and authentic storytelling.
Athletes as influencers, though with caution
Nearly 70% of respondents follow athletes on social media at least occasionally, confirming their influence in the digital space.
However, trust in athletes’ recommendations is far from unconditional. Most respondents said they trust such endorsements only to some extent, while only a small minority are willing to accept them without reservation. Audiences are becoming increasingly adept at recognising paid partnerships and expect honesty and authenticity in communication.
What can brands learn?
Successful sports partnerships today go far beyond visibility alone. Audiences value emotional engagement, authenticity, and initiatives that create a positive impact for the wider community.
Brands that use sport as a platform for building long-term relationships, rather than simply as a promotional channel, have the greatest opportunity to remain relevant both on and off the field.
