Sport is unique in its ability to not just connect with, but create utterly global, completely unpredictable and creatively delicious moments of culture. It is no surprise that Publicis Groupe crowned Snoop Dogg the star of its annual Wishes festive campaign. Snoop became the unofficial mascot of the Paris 2024 Olympics, after his high-profile support for a wide variety of Olympic sports. His enthusiasm was contagious.

At a time when marketers risk relying on lazy stereotypes of consumers' ever-diminishing attention spans, 2024 told a different story. Creative long-form storytelling topped the agenda and the winners of the Gerety Awards underlined the marketing firepower of simply unskippable storytelling. The filmmakers who would rightly wince if you referred to their work as ‘content’ have proven the power of art in marketing. In a year in which at times it felt as if process may eclipse people, sports storytelling embraced humanity.         

WhatsApp’s We are Ayenda is a marketing moment of the year for all the right reasons. The documentary tells the gripping story of the Afghan Youth Women’s National Football Team and their incredible escape from Afghanistan after the Taliban took power.

The half-hour documentary, which debuted during the Women’s World Cup, is streaming on Prime Video and YouTube and was directed by award-winning documentary filmmaker Amber Fares.

Beyond blood sweat and tears

The success of Formula 1: Drive to Survive has placed long-form storytelling in the spotlight as a vehicle to attract new fans to established sports. Sprint, another Netflix hit, has successfully elevated the athletics by lifting the lid on the human stories of the stars which many consumers have only a fleeting affinity with for the duration of the games.

There is a once in a generation opportunity for brands to tell the sporting stories which still remain untold.

Research from the Women’s Sports Trust reveals women’s sport sponsorship is set for continued growth, with 4 in 5 brand decision-makers saying they are likely to invest in women’s sport sponsorship.

The research shows that 86% of respondents say their sponsorship of women’s sport has either met or exceeded their ROI expectations. While 32% reported their women’s sports activities recorded better than expected delivery on KPIs.

Tammy Parlour, CEO of the Women’s Sport Trust, says: “There is undoubtedly an incredibly positive story to tell around women’s sport properties. The fact that existing sponsors are seeing the value of their women’s sports sponsorships and want to continue their investment is a real win for the industry.” Parlour expects to see women’s football continue to be an attractive investment opportunity. The upcoming UEFA Women’s Euros in 2025 is an open goal for brands. But to capitalise on this moment, brands must ensure that they truly understand the unique culture of the women’s game.

The Paralympics remains underutilised as a marketing tool. In a world in which 20% of the population is disabled, but less than 1% of adverts showcase disability, that change is vital.

Capitalising on a legacy of change

The importance of sport; not just to enable a wider range of talent to reach their athletic potential, but for its huge benefits to mental health is so often overlooked. Yet the harsh reality for those in the weeds of the grassroots clubs which grow those moments of global sporting magic that have lit up this year, is their very survival is under threat.

In marketing, the danger is that our industry commentators have grown tired of purpose in sports marketing, without even a cursory understanding of just how powerfully sport can simultaneously change lives and build brands. Brands making long-term meaningful investments in sports have never been more vital to sporting culture.

Whether it’s seeing the Jellyfish logo on the football fields of Surrey, or Weetabix’s long term investment in girl's football through its Wildcats programme, grassroots can be a phenomenally powerful way to forge meaningful connections with consumers.

Smart marketers recognise that when it comes to capitalising on the new era of sports storytelling the best is yet to come.