Six marketing lessons from the summer of sport

The Olympics have come and gone, leaving us with plenty of nail-biting moments, inspiring victories and of course memes! But beyond the sports, the ceremony and the success, there are plenty of lessons marketers can take from the Olympics, Wimbledon, the Euros and the other high-level athletic events this summer. We’re not just talking about the inspiration we can take from the determination, focus and resilience top-level athletes show. There’s so much more we can learn.

So here we go! Read on for six marketing lessons from the Summer of Sport.

1. Success is the sum of all parts

The opening ceremony proved to be the perfect example of big picture thinking. An ambitious spectacle with key moments of entertainment designed to showcase the famous Paris landmarks, it was a bold move away from the usual stadium-based show. The problem (apart from the unseasonal torrent of rain) was that it just never really came together as a whole. Sure, if you were braving the weather and watching the boat parade along the Seine, or you were within earshot of Celine Dion’s Eiffel Tower slot there would have been the wow factor. But watching it at home with the artists barely audible, lengthy legs of bemused soggy celebrities on boats and disjointed narrative lacked the impact.

Ultimately, this was not a spectacle made for TV. By the same token, marketers should always have an eye on the whole, and not focus on a handful of isolated ideas. The key to success is the sum of parts, and the journey for the audience.

2. Be your authentic self

Some of the biggest sports stories of this summer have come from those who have had skin in the game for a number of years. Tennis champ Andy Murray bowed out after nearly 20 years playing at the highest possible level, leaving a solid fanbase. As a naturally dour Scotsman, Murray battled public perception for years before embracing social media to showcase his dry sense of humour. He’s also never shied away from his values- putting reporters on the spot for sexist comments and being an unapologetic mummy’s boy.

Likewise, gymnast Simone Biles has made an exceptional comeback supported by masses of positive publicity and a Netflix documentary after openly citing her mental health as a reason for withdrawing from the Tokyo Olympics. Her honesty has won her new fans and elevated her personal brand. These two athletes epitomise the value of being authentic, a key watchword for brands looking to earn trust and retain consumer loyalty.

3. Don’t be afraid to innovate

As a key summer fixture for British Sport, it’s hard to imagine that Wimbledon could be anything less than a hit, but despite the many longstanding traditions associated with the event, there’s a healthy appetite for innovation.

Using the creative platform of ‘Always like never before’ for a second year running, Wimbledon’s marketing coupled the continuity of tradition with innovation to acquire new and different audiences. The digital strategy, which placed a heavy focus on social media presence and content creation (over 3000 pieces created in seven days), doubled online engagement in the first week.

Meanwhile, collaborations with PlayStation and Roblox, plus stunts like lighting up the Empire State Building and bringing the Hill to Brooklyn Bridge, attracted new intentional viewers. The lesson here? Even traditional brands can benefit from a new approach.

4. Don’t rest on your laurels

The USA basketball team took gold after a period where they, by their own admission, got complacent. Having effortlessly been world leaders for decades, they didn’t even get to the final of the recent basketball world cup, outstripped by the harder working euro teams. This defeat spurred them to pull their socks up and 'assemble the Avengers’, sending the dream team 2.0 into the Olympics.

In fact, typically the one common factor for all top sportspeople is that they’re always pushing to be better. To outswim, outrun or outplay their rivals. Even when they’re the best of the best, their goals are to break records, achieving more than those that came before. In the same vein, brands must have a keen awareness of what’s going on around them - not just in their immediate competitor set, but by remaining on the front foot and taking note of the unexpected that could steal their market share.

5. Invest time and effort in your strategy

Winning is about so much more than raw talent. It’s about training, planning and working on technique. It’s about trial and error, testing theories and learning from mistakes. And it’s about researching your rivals and pinpointing their strengths and weaknesses.

During the Euros, photos of England goalkeeper Jordan Pickford’s water bottle went viral when closeups revealed that he was using it as a ‘cheat sheet’ to help him interpret where the opposing team would likely aim during penalties, based on their historical shots. Likewise, in marketing, the role of strategy is crucial to making well-informed decisions about how to position products, what the marketing mix should look like, and how to shine brighter than the rest.

6. Build partnerships that matter?

With 50% of Gen Z sports fans never having attended a live sport event, during the Olympics they engaged with their favourite athletes in an entirely different way – via social media. Brands were of course quick to pick up on this as an opportunity, and entered into partnerships with numerous athletes. However, many were accused of doing so in a disingenuous way, cynically piggybacking off their recognition when the relationship was tenuous at best and the values of brand and athlete never truly aligned.?

Brand partnerships with any influencer must be based on shared core values between company and talent, as it leads to better campaigns and longer-lasting benefits. Look deeper, beyond the box-ticking, and find a partnership with true value and meaning.

For example, Lego recognised a unique opportunity with footballer Lauren Hemp, who uses Lego to help her relax before matches. The company saw her passion, and built a campaign with her encouraging girls to get into sports.?

Creating meaningful, long-term partnerships with influencers based on something real, like Lego did, builds brand authenticity and puts your values on display for your audience.

So, there you have it! Much like sporting success, the key to winning marketing gold is dedication, determination, authenticity and above all else, making sure you select the right team! If you take these lessons on board, you can make your brand stand out on the global stage and enjoy a fantastic Summer of Sport all year round.

They think it’s all over? It’s only just beginning. For some really amazing teamwork, get in touch with us today, and we’ll discuss your game-plan over a cuppa.