GPJ Strategy is back with another exciting sports edition. Real-time relevance is redefining sports marketing. In 2025, brands are capitalizing on cultural flashpoints—from post-win athlete endorsements to direct-to-fan activations—to create timely, emotionally resonant experiences that drive deeper fan connection and long-term brand equity. Read on to gain timely insights that can inform your brand strategy. Shout out to our sporty trendspotters Jennifer Houston and Edd Hood!
Personalized moments power mass experiences
Brands are embracing direct-to-fan strategies that turn cross-industry consumer behaviors into personalized experiences.
At this year’s British Grand Prix, spread across both London and Silverstone, F1’s Aramco Aston Martin Racing rolled out its fan-first I/AM platform with a series of activations curated from real-time social listening and designed to reward engagement. From nail polish matching the vehicle’s iconic green colorway to matcha tea servings, the team delivered bespoke moments inspired by real fan requests, at scale.
Data-driven growth and real ROI level the playing field
Women’s sports deliver long-anticipated returns—
and viewers, brands, and broadcasters are buying in.
Women’s sports are no longer niche; they’re high-value media and marketing properties. Attendance records have shattered expectations, with 92,003 fans at a single Nebraska volleyball match, 2 billion global viewers for the 2023 Women’s World Cup, and WNBA viewership up 21% YoY in 2024. Major sponsors like Nike, Booking.com, Adobe, and Ally are aligning with purpose and performance. Prime-time placements, full-scale production, and multiplatform coverage are normalizing women’s sports consumption.
Athletic endorsements
are bringing something new to the party
Athlete triumphs are the catalysts for real-time, high-impact storytelling.
The velocity of athlete-brand collaborations has shifted to a new gear. While endorsements aren’t new, the speed of their activation post-victory is. Within hours of the Wimbledon final, Carlos Alcaraz and Jannik Sinner were signing major deals with GetPRO and Evian, while Nike and Rolex rolled out celebratory content across platforms. These moments show how live competition can double as a real-time marketing launchpad.
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.
Fans got the full All-Star treatment at WNBA Live—from AI-styled tunnel fits to Magic Editor makeovers—fans followed a tech-fueled journey blending retail, content, and courtside action through the lens of the Pixel.
Stagwell’s Sport Beach returns as a one-of-a-kind hub for panels, pickleball, and pros to share the same stage—including athlete-led programming, immersive activations, courtside demos, and sports-meets-retail design.
Just ahead of the British Grand Prix, a massive F1 helmet took to the streets of London—pairing brand presence with exclusive merch and an OOH takeover to rev up Coinbase’s Aston Martin Aramco partnership.
To fire up the Chicago Street Race, Arby’s curated a Big Wheel fan fest showdown, complete with trackside branding and a 100,000 cheesesteak giveaway—turning race weekend into a full-flavor experience.
Until next month, catch up on all our previous Experience Intelligence reports, or schedule a strategy session with us!
