Sports have typically maintained cultural and regional boundaries within their viewership – American football doesn’t translate to European audiences, and cricket confuses most North Americans. But with Over the Top (OTT) platforms and streamers increasingly turning to sports to fill their content libraries, this is changing. Amazon is buying more sports media rights, Apple and TikTok are investing in live streaming, and Netflix is seeing massive popularity in its series of sports documentaries. Such moves are spawning new, multicultural audiences for sports that haven’t traditionally seen global popularity.

For sports fans, the thrill of a shared viewing experience in-stadium used to be hard to replicate indoors. But enforced pandemic viewing habits have changed their expectations -- Gen-Zers especially are more likely to watch games on broadcast or streaming platforms, and ‘second screen’ at live events. Leagues, venues and broadcasters are taking note, tapping into digital technology to enhance the viewing experience no matter where it happens, in person or at home.

The use of NFTs such as digital image/video collectibles, fan tokens, and blockchain-enabled tickets are evolving the universe of sports fandom, giving fans novel ways to invest in their preferred teams and athletes. NFTs can be used to sell authenticated, limited-edition digital content which, being unbounded by geography, creates entirely new business models and revenue streams for sports organizations -- while also boosting international fan engagement.

Not only are sports products made from sustainable materials and recycled plastics on the rise, but the trend toward greener practices also has sports venues and leagues adopting sustainability initiatives to reduce their environmental impact. Pro sport is one of the more carbon-intensive industries, with power needs for everything from stadium and arena lighting. To appeal to younger generations’ eco-minded buying behavior, arenas and franchises are investing in solar panels and wind turbines to power their facilities and investing in renewable energy sources or implementing waste reduction programs.

One of the biggest sports trends in recent years has been the rise of women’s sports, particularly soccer and basketball. With higher numbers in viewership, sponsorship and prize money, women’s sports are being championed by newer and younger sports fans who are inspired more by individual players, rather than teams or even sports. The superstardom of female athletes like Naomi Osaka, Megan Rapinoe and Simone Biles who have built massive social media followings, is translating to increased media coverage and, with it, support by big-name brands. With the recent launch of the Women's Sports Network, the first-ever network to focus on female athletes and offer 24/7 streaming of original programming, fan investment and viewership is expected to keep rising. The Women's Sports Network has partnerships with the WNBA, Women's Football Alliance, Ladies PGA, and World Surf League, among others, and plans to serve as a one-stop platform for fans.

Sports outside the major US professional leagues have moved into the spotlight, as the demand for new sports content explodes. According to Deloitte, fringe sports offer brands and marketers access to niche, highly invested fan bases who enjoy playing as well as viewing their favorite sports.

In the past, even the most diehard fans had to rest during off-seasons.

Digital marketing allows fans to participate in their favorite sports all year long, strengthening their connections to teams and fan communities. The Nielsen Sports Report found that sports viewership has become a multi-screen experience, with 47% of sports watchers simultaneously interacting with other live content -- with much of the second-screen activity relating to social media engagement. Marketing teams need to focus beyond single events or seasons and create intriguing content that will thrill fans and keep them digitally coming back year-round.

Personalization can make all the difference in an individual fan’s experience of sports, turning a passive viewer into an active, engaged follower. Artificial Intelligence is being used to great effect by sports brands to generate this kind of personalization, via customized highlight reels and tailored promotions and offers. Generative AI can take such personalization to another level, allowing fans to request certain packages or sponsors to ensure their branding is always in sight. It will even be possible to create customized NFTs as part of marketing promotions.

The key to personalized fan engagement is primary data. The more granular the fan data, the better brands and sports marketers can understand fan preferences – and the more valuable their interactions will be. This is a high priority for sports organizations, venues, and platforms, for whom the goal is now to convert millions of followers and users into defined data segments, each with unique opportunities for engagement and monetization. But fans are increasingly wary when it comes to handing over their personal information, which is why sports brands need to offer a compelling value exchange -- like exclusive access and rewards.

Streaming services like Netflix, Amazon Prime, and Facebook are becoming key OTT channels for sports marketing campaigns. Such collaborations offer vital opportunities for marketers to engage with wider audiences and collect customer data, as most subscribers create personalized profiles that can help brands know exactly who sees their content and when. Having a partner with first-party customer data is only going to grow in importance as the consumers become more complex.

Issue-based campaigns that promote worthy causes and raise nationwide awareness around topical social concerns are impactful ways to foster emotional connections with fans. But the key to any values-driven marketing campaign is that it should resonate as authentic – which means that there needs to be a natural connection between the cause and the brand.

Gen Z’s overall interest in sports remains significantly below that of older generations. Their enthusiasm for attending live games and watching them on TV is also accordingly lower. Engaging and building fandom with Gen Z is a top priority for sports marketing, but it’s not an easy task Marketers will have to meet them where they are – on social platforms and in virtual worlds. TikTok in particular is rapidly becoming the social platform of choice for sports marketers to showcase their products, services, and activities to Gen Z.

Sports marketing is increasingly relying on content distributed and/or created by athletes, as athletes are more central than ever in fandom. Access to sports personalities is becoming a key entry point for new fans, and sports campaigns that spotlight athletes as individuals – highlighting their personalities, fashion interests and lives beyond their roles on the field -- are on the rise, with athletes themselves at the helm. With this growth in user-generated content, sports influencers are also becoming powerful content creators, connecting brands with fans. 61% of Gen Z sports viewers trust product recommendations from influencers they follow, and 45% have purchased clothing because of an influencer or celebrity sponsor.