Blending purpose with presence in sports sponsorship is a winning formula. In 2025, brands are shifting toward more personalized and community-driven sports experiences, strategically leveraging premium B2B hospitality at marquee events, immersive activations in niche sports, and dynamic sports tourism strategies. A huge thank you to our guest trendspotters Shola Ogunrayi and Jennifer Houston!
B2B marketers are moving from the boardroom to the ball game
B2B marketers are turning to sports as they seek to engage and delight the next generation of leaders.
At a baseline, B2B brands are amplifying their partnerships with sports organizations to earn cultural currency, like Formula One and Google Cloud, Salesforce’s partnership with the Indiana Fever and the alliance between IBM and the UFC and Ferrari. However, these brands aren’t just slapping logos on stadiums, they’re bringing these partnerships to life at their own events.
Non-endemic brands are building equity through niche sports partnerships
Unlikely players are driving loyalty and leads in fast-growing sports communities via access to playful experiences.
Brands are strategically investing in niche sports platforms, including increasingly popular activities like pickleball and cricket, as well as emerging ones like drone racing. They’re using a mix of permanent facilities, innovative one-off activations, and prominent celebrity partnerships to create measurable outcomes in awareness, brand affinity and lead generation.
Sports tourism is boxing out local fans–and brands are following suit
Sports travel is booming, reshaping fan experiences in and outside of the stadium. Brands are capitalizing on these shifting dynamics.
Globally, sports tourism is growing at 17.5% annually, largely driven by millennial and older Gen Z fans. U.S.-hosted events like the ICC Cricket World Cup T20 and high-profile soccer friendlies continue to attract global audiences and foster cross-border sponsorship deals–already driving significant travel interest ahead of the 2026 FIFA World Cup and 2028 LA Olympics.
OUT-THERE EXPERIENCES
People, brands and marketers continue to push the boundaries of physical and digital experiences, with new and creative executions popping up across the globe.
This NCAA Final Four pop-up turned up the March Madness with a hologram Shaq, garden games, and bracket-inspired fun.
From fresh sneaker shines and charm swaps to free points–Marriott Bonvoy turns game-day rituals into VIP rewards.
Corona Premier and Saweetie served up pickleball social hour with custom gear, signature drinks, and laid-back matches in Hell’s Kitchen.
Frito-Lay’s Chips & Sips pop-up brought Doritos tattoos, Cheetos tarot readings, and Tostitos trivia to one bite-sized block party.
Catch up on all our previous Experience Intelligence reports, or schedule a strategy session with us.
