Big-ticket sports events have always been a go-to for advertisers, offering unrivaled reach and cultural resonance. But with audiences increasingly fragmented and expectations evolving, the question now is: how do you build meaningful engagement beyond the tentpole moments?
To explore this, Charlotte Robinson asked members of IAB UK’s TV+ community how advertisers can show up in more relevant and resonant ways across the sports and fitness space. From exploring where sport intersects with everyday passions, platforms, and behaviors to how the growing women’s game is opening up new opportunities to engage, they share how brands are rethinking their role in the fan experience.
Sharan Kaur, senior account executive, Amazon Ads: “Fitness and wellness brands are not just repurposing traditional TV strategies – they’re adapting to and championing streaming, unlocking new levels of creativity and personalization. They understand how to use the wealth of insights and available signals to engage audiences across platforms, delivering relevant messages at the right moment. Creatively, these brands are moving towards more cinematic storytelling through trailers, anthemic 60-second spots, docuseries, and sponsorships. We’re also seeing live streams and real-time event partnerships become exciting frontiers and offer immediacy and authenticity, while emerging interactive formats are gaining momentum by inviting viewers to engage directly with a brand’s story or product.”
Milica Lukic, account director, Adform: “In a media landscape dominated by hyper-targeted, efficient buys, it’s easy to overlook the multiple layers of an audience’s identity. Consumers are multifaceted, and their interests span far beyond a single event. To stay relevant, advertisers are creating touchpoints across adjacent verticals to engage people on a more personal level. Abercrombie’s F1 apparel line brings motorsport into everyday wardrobes, while curated audio content – like finance-focused event playlists – can unlock overlapping interests and new targeting opportunities. By embedding themselves in their audience’s daily passions through content, collaboration, and culture, advertisers can stay relevant long before and after the final whistle.”
Sam Lyon, vice president, digital and social content, WBD Sports Europe: “Fan interest doesn’t begin and end with live matches – it’s constant. At TNT Sports and Eurosport, we approach sport as a story that unfolds daily, not just during fixtures. That means covering everything from breaking news and training updates to behind-the-scenes moments and data-driven insights. We create content for each platform – from vertical video to longform reads – with the aim of being timely, relevant, and accessible. Fans don’t just want highlights; they want connection. By delivering consistent, engaging content across channels, we build loyalty and reach – averaging more than 1.5bn video streams per month across platforms.”
Harriet Perry, chief media and partnerships officer, Omnicom: “Live sport environments have traditionally been used to build reach and connect brands with culturally significant moments. With the growth of connected platforms and more advanced measurement tools, it’s now possible for us to better understand how live content contributes to both brand and performance outcomes. Live sport drives incremental audiences and higher attention, and by retargeting with display advertising, we’ve seen clear shifts in search and purchase behavior – proving how connected strategies deliver results beyond the big moments.”
Rishi Chande, chief strategy and business development officer, Captify: “The opportunity lies in audience quality over quantity. Regular programming offers a chance to reach more attentive viewers than audiences focused on those tentpole events, creating stronger conditions for capturing genuine intent. The complexity of the message also becomes an advantage; tell nuanced brand stories and build deeper emotional relationships without competing for attention during the big game. Finally, sponsorship activation can extend beyond events through ongoing content and fan experiences that sustain visibility throughout seasons, capturing fan intent year-round rather than just at peak moments. Build genuine brand affinity and understand those intent signals when competition for attention – and media costs – are significantly lower.”
Lisa Kalyuzhny, VP, sales, EMEA, Nexxen: “We’re seeing real momentum, as 41% of live sports fans in the UK now follow women’s leagues. Streaming platforms are expanding coverage, and advertisers are recognizing the value of these highly engaged, often more diverse audiences. But sustaining that momentum requires more than media buys – it calls for year-round support and storytelling that reflects fans’ values. Brands have a unique opportunity to lead here: by backing female athletes, investing beyond tentpole moments, and crafting creative that resonates emotionally. Done right, this isn’t just good marketing – it’s a meaningful way to grow with a rapidly evolving, passionate fanbase.”
Pippa Scaife, director of digital advertising, Sky Media: “As women’s sport gains visibility, fans are craving more than just the live action. Fifty-eight per cent want non-live content, while 46% engage weekly with players on social. This shift is reshaping coverage, with broadcasters leaning into personality-led formats and behind-the-scenes access. Platforms like YouTube and TikTok now play a vital role in real-time engagement – Jill Scott’s Women’s Euros Podcast blends expert insight with personal stories, while Audi’s ‘The Pursuit’ explores the mindset of athletes like Mary Earps. For brands, there’s a clear opportunity: meet fans’ evolving expectations by telling deeper, more human stories that build emotional connection and lasting loyalty.”
Tim Wilcox, regional vice president, UK, PubMatic: “Streaming services are responding to the surge in popularity of women’s sport with dedicated content slots and advertising capabilities, yet 29% of engaged audiences still cannot identify sponsors, revealing significant untapped opportunities. The real opportunity lies in brands moving beyond traditional gender-segregated budgets toward integrated sports marketing strategies. Through authentic storytelling and strategic streaming partnerships, brands can secure premium inventory while maintaining seamless presence from live events to social highlights. Working with partners who can facilitate real-time programmatic advertising across multiple streaming platforms is essential, allowing brands to reach highly engaged audiences during culturally significant sporting moments.”
