The 2025 Sports Playbook: How Brands Win With Fandom
As football season approaches, so too does one of the greatest annual marketing opportunities in America: sports sponsorships. For brands aiming to engage loyal, high-energy audiences, there may be no better channel than sports. From packed college stadiums to prime-time NFL slots, sports offer unique moments of community, culture, and connection.
But how can brands do more than just slap their name on a scoreboard? To understand the strategic blueprint for modern sponsorships, I spoke with Mike Proulx, Research Director at Forrester and author of Maximize the Value of Your Sports Sponsorships, along with two companion reports on case studies and activation planning tools.
Proulx opened with a bold truth: “Sports fandoms are among the most loyal and active communities that exist.” Whether it’s Alabama or Ohio State, the Kansas City Chiefs or the Eagles, sports fans show up with unmatched intensity. And yet, the sports landscape is evolving. Traditional leagues like the NFL and NCAA football remain juggernauts, but emerging formats are attracting fresh and often younger demographics. Pickleball, cricket, women’s leagues, and even combat sports like UFC and WWE are expanding the fan base and offering brands new playing fields.
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