From Buzz to Brand Loyalty: How Sports Brands Can Use Guinness World Records to Break Barriers and Win Fans

Breaking world records is a feat that requires a lot of dedication, skill, and hard work. It's an accomplishment that is recognised around the world and is often associated with exceptional athletes and extraordinary feats. At Guinness World Records we have been documenting and recognizing these achievements for close to 70 years, and we offer a unique opportunity for sports brands to promote their products and engage with their fans.

Sports brands are always looking for ways to differentiate themselves from their competitors and create a lasting impression on their fans. By attempting to break world records, sports brands can achieve both objectives. Here are some ways that brands can and have used Guinness World Records to promote their products and engage with their audience:

1. Create a buzz.

Breaking a world record is a big deal, and it generates a lot of media attention. When a sports brand attempts to break a world record, it creates a buzz that can help promote its products and have ?people talking about their brand. This momentum can also generate interest in the sport and attract new fans.

2. Showcase product capabilities.

Sports brands can use world records to showcase the capabilities of their products. For example, a running shoe brand can attempt to break the record for the fastest marathon in its shoes. This not only promotes the brand but also shows the quality and performance of its products.

To show clients that they have higher control of their winnings with the new Cash Out functionality, BetFair teamed up with Arsenal Football club.

Four of Arsenal’s top players - Francis Coquelin and Laurent Koscielny of France, Nacho Monreal of Spain, and England’s Theo Walcott took it in turns to attempt the title for Highest altitude football dropped and controlled, fitting in with the same theme as BetFair’s product.

The end result was an online readership of 792M and 1.37M views on Betfair's social media platforms.

3. Collaborate with athletes.

Sports brands can collaborate with athletes to attempt world records. This creates a unique opportunity for fans to see their favourite athletes attempt something new and exciting. It also helps to humanize the athletes and show them in a different light.

For example, In May 2018, Manchester City goalkeeper Ederson attempted to break the record for ‘The longest football (soccer) drop kick’ this was successfully achieved with a massive 75.34m (247ft 2in) it also created a lot of social media buzz with a whopping 13m views on YouTube.

4. Engage with fans.

Brands can use world records to engage with their fans by inviting them to participate in the attempt. For example, a football team can attempt to break the record for the longest soccer game and invite fans to participate. This not only promotes the brand but also creates a sense of community and engagement with fans. Who’s the loudest sports team? Kansas City Chiefs answered that question breaking the record for the loudest crowd roar at a sports stadium. Chiefs fans made enough noise to register a 142.2 dbA reading at Arrowhead Stadium.

That’s louder than a jet plane taking off

5. Generate social media content.

Social media is a powerful tool for sports brands to connect with their fans. Attempting to break a world record creates a lot of content that can be shared on social media platforms. This can help to increase visibility and engage with your followers.

For the launch of their Crossfit Nano 7, Reebook wanted to re-write the history books by shattering more fitness records in 24 hours than any other shoe brand on the planet.

We worked with Reebok, ?to create a list of over 60 records that would showcase the Nano 7’s versatility, ranging from popular functional fitness challenges and iconic feats.

The video of these attempts racked up over 140m media impressions in the US alone with social posts on the day racking up an additional 12m impressions.

So If you're a sports brand looking to differentiate yourself from your competitors, consider attempting to break a world record. Contact our team today to learn how we can help you promote your products while creating engaging interactions with your audience.

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