The Mumbrella Sports Marketing Summit 2024 convened leading experts in sports marketing and sponsorship to discuss the rapidly evolving sports landscape. The event focused on authenticity, purpose, and new opportunities for marketers and brands to forge meaningful connections with sports fans. Themes included the growth of women’s sports and the necessity for brands to differentiate themselves in a crowded media environment. The summit featured practical insights, inspiring case studies, and innovative strategies designed to empower brands to leverage the power of sport effectively.
Five Key Takeaways:
- Authentic Storytelling is Key: Focus on true, engaging stories rooted in real experiences. Campaigns highlighting genuine narratives of athletes and communities have a stronger emotional impact, as exemplified by Rebel Sports’ shift towards raw, emotional storytelling.
- Seek New Opportunities in Sports Partnerships: Brands should explore creative ways to connect with fans at sporting events, moving beyond traditional sponsorships. Experiential activations, like New Balance’s pop-up store at the Australian Open, enhance fan engagement memorably.
- Growth of Women’s Sports: The undeniable rise of women’s sports presents vast opportunities for brands. As female athletes and leagues gain visibility, it’s crucial for brands to authentically align with these movements and support their growth.
- Purposeful Content Amidst Market Clutter: In an oversaturated sports content landscape, ensuring that every piece of content has a clear purpose aligned with the brand’s values is essential. Without a defined message, efforts risk getting lost in the noise.
- Be Selective with Big Brand Activations: Large-scale sponsorships don’t always guarantee effectiveness. Brands must carefully choose the right moments and methods to engage with their audience, ensuring activations feel natural and don’t overshadow the sport or the fan experience.
Mumbrella Sports Marketing Summit Sessions
When Sport is Stronger Than Fiction: The Transformational Power of Real Stories
Panelists:
- Adam Slater – Creative Director, The Monkeys, part of Accenture Song
- Brock Coleman – Head of Marketing, Rebel
- Ella Goldberg – Account Director, The Monkeys, part of Accenture Song
- Connor Beaver – Creative Director, The Monkeys, part of Accenture Song
Advert:
Key Finding:
Domestically the “big sports ad” has run its race. Real stories from everyday athletes can be more impactful than those of superstars. Rebel Sports’ success came from telling the raw, emotional stories of athletes like Brendan Cullen and Sinead Diver, emphasising authenticity over stylised campaigns. Rather than jump on sporting moments, AFL, Back to School and Grand Finals, they wanted to engage consumers consistently throughout the year. By reframing what sport means, Rebel positioned itself as “the home of sport,” highlighting that it could change lives through sport—not just provide gear.
Overview:
This session discussed the shift from overly stylised, inauthentic sports advertising to honest, raw storytelling. Rebel Sports worked with lesser-known but inspirational athletes, rather than megastars, to create campaigns that felt more genuine. Their approach tapped into the post-Covid boom in fitness, recognising that real-life stories often resonate more with consumers than fiction.
Acing Your Sports Partnerships: Lessons from the AO
Panelist:
- Ben Knighton – Head of Global Brand and Consumer Marketing, Visit Victoria
- Roddy Campbell – Director of Partnerships & International Business, Tennis Australia
- Florenco Aimo – Vice President – Area Marketing, Mastercard
- Britt Wickes – Head of Event Brand Marketing, Tennis Australia
Key Finding:
It’s not just about what’s written on paper – it’s about how deeply brands can understand each other’s goals and collaborate to unlock unexpected opportunities. Going beyond the contract is where the real magic happens in sports marketing. By offering unique experiences, such as New Balance’s on-site store at the Australian Open, brands can create lasting memories and stand out from the crowd. Custom activations tied to the event culture drive deeper engagement.
Overview:
Tennis Australia discussed how they create enduring brand partnerships at the Australian Open (AO). With 30% of attendees not even watching tennis, they stressed the importance of unique activations, with partners like Visit Victoria and Mastercard, who focused on live music and gaming opportunities to engage diverse segments and create more immersive experiences for fans.
Winning Gold in Sports Marketing: The Neuroscience and Strategy Behind Engaging Fans
Panelist:
- Matthew Granger – Director of Sales – Sport, Nine
- Thomas Cox – Senior Analyst, Neuro-Insight
- Liana Dubois – Chief Marketing Officer, Nine
- Russel Howcroft – Broadcaster, Nine
Content Example
Key Finding:
Sports have a powerful emotional impact on fans’ brains, creating a unique opportunity for brands to align with these moments subtly. Nine’s study on the Olympics showed how brands can harness these emotional highs for greater recall and engagement without overshadowing the event. They also focused on the importance of how the Olympics, despite being held every four years, is an event that can be talked about all the time. Especially with Brisbane hosting the games in 2032, the planning for brands to jump on board is already starting.
Overview:
This session explored the neuroscience behind why sports engage audiences so deeply. Experts from Nine discussed how emotional moments in sports, such as during the Olympics, can lead to heightened brand recall. They stressed the importance of brands aligning with these moments, but in a subtle way that doesn’t detract from the sporting experience.
How the CommBank Matildas Got it Done
Panelist:
- Nicole Zosh – General Manager, Marketing, Football Australia
- Peter Filopoulos – Corporate Affairs, Brand & Communications, Football Australia
- Hilary Badger – Executive Creative Director, Ogilvy
- Josh Murrell – Group Creative Director, Ogilvy
- Steph Brantz – Broadcaster
Campaign:
Coverage: Football Australia comms head says inclusivity in modern sports is ‘no longer optional’
Key Finding:
The “Til It’s Done” campaign was successful because it embodied the values of the Matildas and resonated with fans, becoming a rallying cry across the country. When fans adopt your tagline and turn it into a cultural movement, it’s a sign of a truly authentic and effective partnership.
Overview:
This talk highlighted the process behind the award-winning campaign for the Matildas during the FIFA Women’s World Cup. By tapping into the team’s “Never Say Die” attitude and the struggles of past players, Ogilvy and Football Australia developed a campaign that transcended mere marketing, becoming a national slogan. They also touched on how after the World Cup the campaign lived on, leading into the Olympics in Paris and the Asian Cup in 2025. They also spoke about being brave and trying new things highlighting the AI-driven podcast voiced by Matildas captain Steph Cately they launched during the Olympics to keep kids engaged when they couldn’t watch late-night games.