Despite a lack of major sporting events this summer, brands are increasing their investments in sports marketing driven by the need to connect with consumers' passions. Marketers recognize the value of live sports in reaching mass audiences. A partnership between food delivery service Just Eat and Cleats Club, a soccer-themed app, exemplifies this shift. By leveraging social media presence and engaging with a community of dedicated fans, Just Eat demonstrates how brands can cultivate authentic relationships beyond traditional sponsorships like the UEFA Champions League.
Brand marketers are realizing that if you can connect through people's passions and things that they love, it's going to have much more effect and impact.
Culturally relevant advertising has to be part of these conversations. Smaller communities [are] where true authenticity lies, and where talent have a legit conversation with their fans.
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