If you’re still treating sports influencer marketing like it’s 2020, you’re leaving serious traction—and revenue—on the table. The biggest shift for 2025? It’s not about finding the biggest athletes anymore. It’s about creating micro-moments across tiered influencer ecosystems, tightly calibrated to the fan journey.
Multi-tiered collaborations (think: elite athlete + niche sports creator + everyday fitness micro-influencer) can increase campaign engagement compared to athlete-only endorsements. Why? Because fans no longer experience sports in a linear way. They're interacting across TikTok, YouTube, private Discords, podcasts, and local community forums.
Marketers winning today aren't just signing a name—they’re engineering dynamic influencer webs that mirror how fans actually consume content: quick bursts, peer validation, layered storytelling. The most effective sports campaigns in 2025 are orchestrated like a team — not a solo highlight reel.
Gone are the days when athletes were just players—they’re now global influencers, leveraging their personal brands to connect with fans beyond the field. Major players like PSG have capitalized on this shift, transforming their star athletes into marketing powerhouses while teaming up with celebrities from music and fashion. These collaborations not only promote merchandise but also position sports brands as lifestyle icons, creating a powerful sense of community among fans.
Curious to see PSG’s groundbreaking influencer strategy? Keep reading to uncover the top influencer marketing strategies that sports brands can use to build loyal fan bases and elevate their marketing efforts.
- 1. Leveraging Star Power for Authentic Engagement
- 2. Always-On Influencer Marketing: Let’s Make It Last
- 3. Experience Over Everything: Give Influencers a Thrill
- 4. Reaching a New Demographic Through Strategic Influencer Selection
- 5. Harnessing the Power of Personal Narratives
- 6. Empowering Fans to Tell Your Brand Story
- The Future of Influencer Marketing in Sports
- Frequently Asked Questions
1. Leveraging Star Power for Authentic Engagement
When you’ve got world-class athletes like Neymar, Mbappé, and Messi on your team, why not let them work their magic off the field too? PSG's influencer marketing strategy is all about flexing the star power of its players and global celebrities to turn soccer kits into high-fashion statements and transform the football club into an international lifestyle brand.
Forget just dribbling goals—PSG is out here scoring massive brand deals that make fans feel like they’re joining an exclusive, global squad.
PSG has mastered the art of turning football players into influencers, with social media accounts that draw millions of eyes to every post. When these athletes post about the latest jerseys or celebrate a match victory, it’s more than a sales pitch—it’s an invitation into the PSG world.
PSG also taps into the power of celebrity collaborations with names like Rihanna, Cardi B, Justin Timberlake, and even Iron Man (yes, you read that right). These alliances aren’t just for merch sales; they’re designed to open up the brand to entirely new audiences.
But here's the kicker: this isn’t about casual fan engagement. PSG is building a community, one jersey at a time, with fans who feel like part of the family. The limited-edition kits are now coveted fashion items, proof that PSG has cracked the code for turning sports marketing into an all-encompassing lifestyle.
Results & Analysis
This campaign didn’t just score big—it made PSG a household name in more than just football circles. The celebrity-driven influencer strategy pumped up fan engagement and sent merchandise sales into overdrive. Fans are no longer just supporters; they’re brand loyalists.
By aligning itself with high-profile players and celebrities, PSG didn’t just fill seats—they built a global fanbase that’s as loyal as it is fashionable.
Key Takeaway
From where I’m sitting, if you’ve got the stars, why not let them shine off the field too? Use your influencers not just to sell products but to build a whole lifestyle around your brand. Authenticity + star power = a fanbase that’s loyal for life.
2. Always-On Influencer Marketing: Let’s Make It Last
Why settle for a one-off campaign when you can have a never-ending stream of content? That's the brilliance behind FanDuel’s "always-on" influencer marketing strategy. Instead of treating influencer partnerships as one-and-done deals, FanDuel collaborated with influencers for a long-term, performance-based campaign.
The idea was to not only acquire new customers but to keep them engaged over time, fostering brand loyalty and increasing lifetime value (LTV). With this approach, influencers had skin in the game and were incentivized to continue promoting FanDuel consistently, creating a steady flow of content that kept the platform top-of-mind for sports fans.
FanDuel, in partnership with NeoReach, introduced a revenue-sharing model for influencers. Rather than just paying influencers for a one-time post, the influencers were given incentives for every new user they brought in, which encouraged them to keep promoting the platform.
The influencers, who were targeting a U.S.-based male audience with a penchant for sports, created engaging content that promoted FanDuel as a go-to fantasy sports platform for the upcoming NFL season. Each influencer had a unique affiliate link that tracked sign-ups and deposits, ensuring their compensation was directly tied to their performance.
What makes this approach effective is that it creates a natural, ongoing cycle of content. As long as the influencers are incentivized, they’ll keep producing fresh content, which drives new sign-ups, ultimately reducing the cost per acquisition. This is what FanDuel needed in a market where competition with DraftKings was fierce and every dollar spent had to count.
Results & Analysis
The "always-on" strategy delivered big for FanDuel, achieving a 5:1 ROI on its influencer spend and cutting customer acquisition costs significantly. With 23 million impressions generated and millions of new users brought in through influencer links, the campaign proved that long-term relationships are much more effective than short bursts of activity.
This strategy didn’t just bring in one-off users; it built a loyal fan base that continued to engage with the platform over time.
Key Takeaway
For me, the key takeaway here is simple: don’t just do influencer marketing—do influencer marketing that lasts. Create partnerships that reward influencers for sustained engagement, and you’ll see the value grow over time. Building long-term relationships with influencers will ensure your brand stays top-of-mind with their audience, and that’s where the magic happens.
3. Experience Over Everything: Give Influencers a Thrill
Sometimes, the best way to make an impact with influencer marketing is to give influencers an unforgettable experience—and let them take the wheel. By creating a truly unique and adrenaline-pumping experience, you give influencers the chance to capture genuine, emotional content that’ll hit their followers right in the feels.
The excitement of real-life experiences is impossible to fake, and when influencers share these moments, it creates the kind of engaging, authentic content that resonates with viewers long after the campaign ends.
Honda Racing knew exactly what they were doing when they partnered with MotorTrend Group to create the "Fastest Seat in Sports" experience. This was no ordinary influencer campaign—Honda gave influencers the chance to experience the thrill of riding in an IndyCar, a high-speed experience that got their adrenaline rushing and their cameras rolling. The influencers didn’t just sit in the stands; they were in the thick of the action, sharing their excitement in real-time with their audiences.
The influencers were selected carefully to ensure they resonated with Honda’s performance-focused audience. They captured their experiences from the backseat of the car and shared their raw, unfiltered reactions. Honda wasn’t selling a car here—they were selling a visceral experience, and it paid off in spades. This was content that could never be scripted because it was based on real reactions to real experiences.
Results & Analysis
The campaign exceeded all expectations, delivering 2.4 million impressions and over 230,000 video views. The content resonated strongly with Honda’s target demographic—performance-driven enthusiasts—and helped boost the brand’s awareness in a highly competitive automotive market.
The combination of influencers, speed, and adrenaline produced engaging content that made viewers feel like they were in the driver’s seat themselves.
Key Takeaway
In my book, the best way to create engaging content is to give influencers an experience they’ll never forget. The more genuine excitement and raw emotion you can capture, the more your audience will connect with the content. It’s simple: create thrilling moments, and the content will take care of itself.
4. Reaching a New Demographic Through Strategic Influencer Selection
The key to expanding your brand’s reach into new demographics is strategic influencer selection. In this case, BFGoodrich wanted to break out of its traditional motorsport-focused audience and attract a younger, more diverse crowd.
To do this, the brand partnered with extreme sports athletes, who embodied its core values of performance and passion, but whose audiences were not necessarily interested in motorsport. By identifying influencers who had credibility and a strong, engaged following in the broader sports world, BFGoodrich could tap into a fresh market while still aligning with its brand ethos.
This approach allowed them to move beyond their typical automotive sphere and reach younger, adventure-seeking individuals who shared an interest in performance-oriented, active lifestyles.
BFGoodrich collaborated with five Red Bull extreme sports athletes who were highly active on social media. These influencers included mountain bikers, acrobatic skiers, paraglider pilots, and free-fall specialists. While these athletes didn’t need BFGoodrich tires for their sports, they did rely on durable, high-performance tires for their day-to-day travel to competitions and training.
By focusing on athletes who embodied the brand’s core values and had strong followings, BFGoodrich was able to reach a younger, more dynamic audience.
The brand used Traackr to carefully select the influencers, ensuring their engagement rates were high and their follower base was aligned with the target demographic. This data-driven approach ensured that the campaign reached the right people and made an impact.
Results & Analysis
This campaign was highly successful in expanding BFGoodrich’s audience. The influencers created authentic, engaging content, which led to a significant increase in brand awareness. The campaign generated 59.5K total engagements, 49.5K video views, and a highly cost-effective €0.25 per engagement.
Additionally, BFGoodrich gained 429 new Instagram followers, showcasing the campaign’s effectiveness in attracting a new, younger audience.
Key Takeaway
For me, the big lesson here is that selecting the right influencers—those who align with your brand values and can authentically connect with a new audience—is crucial. Use data to drive your decisions and ensure your influencer partnerships go beyond just reach, but tap into new, relevant markets.
5. Harnessing the Power of Personal Narratives
Influencer marketing works best when the content resonates with the audience on a personal level. One powerful way to do this is by harnessing the power of personal stories. When influencers share their journeys and real-life experiences, it not only builds a deeper connection with their followers but also makes the brand’s message more relatable.
focusing on authentic storytelling, brands can increase engagement and emotional investment, ensuring that their marketing isn’t just seen but felt.
For the European Handball Federation, leveraging the personal story of Nora Mørk, a prominent player, was central to the success of their “Handball Diaries” campaign. Instead of merely promoting the sport, the campaign focused on her journey, triumphs, and challenges. The story of Nora, a highly skilled athlete who had overcome adversity, became a powerful tool for drawing in new fans and sparking interest in women’s handball.
The campaign didn’t just use Nora as a figurehead; it connected her personal narrative to the sport itself. This connection made it easy for influencers, particularly those passionate about women’s sports, to share Nora’s journey with their followers.
By framing the narrative around Nora’s personal story, the influencers were able to deliver content that felt more authentic and engaging, resulting in higher interest in the Women’s Handball Championships.
Results & Analysis
The campaign’s success was evident in its impressive engagement metrics. With a £0.03 cost per engagement and an average engagement rate of 10.09%, the campaign effectively increased the visibility of women’s handball.
The content created through this campaign helped broaden the audience base and deepen the connection between the sport and its fans, particularly among those who might not have been previously interested in handball.
Key Takeaway
From my perspective, the real power of influencer marketing lies in sharing authentic, personal stories. When influencers can connect their experiences to the brand, it creates a narrative that feels meaningful and engaging to the audience.
6. Empowering Fans to Tell Your Brand Story
One of the most effective ways to boost brand engagement is by empowering your audience, or in this case, your fans, to tell your story. With platforms like TikTok, this has become easier than ever.
Allowing fans to take the reins and create content on your behalf not only enhances authenticity but also strengthens community bonds. This approach places the brand in the hands of those who are most invested in it—your loyal followers—and lets them play an active role in shaping the narrative.
Aston Martin’s bold decision to hand over control of its brand story to TikTok creators during its F1 team launch was a prime example of this strategy. Instead of sticking to traditional marketing methods and relying on celebrity endorsements, Aston Martin used TikTok as a platform to engage directly with its fanbase.
The brand didn’t just invite fans to watch—it invited them to participate. The campaign featured TikTok creators who were allowed to share exclusive content and tell the story of Aston Martin’s return to Formula 1 in their own voices.
@astonmartinf1 @you1stlondon puts @regyates through his paces with the #CatchChallenge. Reckon you can take it on? #WhereAllFansPlay #IAM ♬ original sound - Aston Martin Aramco F1 Team
Aston Martin’s creators had full creative control over how they portrayed the brand, aligning perfectly with the TikTok community’s preference for authenticity and originality. By making fans feel like part of the story, Aston Martin turned its re-entry into F1 into a community-driven experience, tapping into a younger audience who saw the brand as not just a luxury car maker but a part of their lifestyle.
Results & Analysis
This campaign made waves in a way traditional celebrity endorsements could not. It successfully engaged a younger, more digitally savvy audience and drove conversations around Aston Martin’s F1 team in a way that was organic and authentic. The success of the campaign reinforced the idea that when you empower fans to be part of your story, the results are far more impactful and long-lasting.
Key Takeaway
If you ask me, handing over the reins to your fans is one of the best things you can do for your brand. The more you let them share your story, the more engaged and invested they’ll become. It’s not just about showing up—it’s about creating a platform for your audience to make the story their own.
The Future of Influencer Marketing in Sports
From building authentic fan communities to leveraging strategic partnerships with influencers, the key takeaway is clear: influencer marketing in sports is evolving. Brands must focus on long-term relationships, personalized narratives, and fan engagement to stay ahead.
The industry’s shift towards empowering fans and leveraging data will continue to shape successful campaigns. For sports brands, now is the time to innovate and experiment with new influencer-driven strategies to stay relevant.
Frequently Asked Questions
What is influencer marketing in sports?
Influencer marketing in sports involves partnering with athletes, coaches, or sports personalities who have a significant online following to promote products, services, or brands. These influencers leverage their credibility and reach to engage with fans and drive brand awareness.
How do I choose the right sports influencer for my brand?
Select influencers whose audience demographics align with your target market. Consider factors like engagement rates, authenticity, and relevance to your brand's values and objectives. Influencer marketing platforms like GRIN and Sprout Social can assist in identifying suitable athlete influencers.
What types of sports influencers should I consider?
Influencers in sports range from elite athletes with large followings to micro-influencers with niche audiences. Micro-influencers often offer higher engagement rates and more authentic connections with their followers.
What are the benefits of using athlete influencers?
Athlete influencers provide access to dedicated fan bases, enhance brand credibility, and offer authentic content that resonates with audiences. Their endorsements can lead to increased brand loyalty and consumer trust.
How can I measure the success of my influencer campaign?
Track key performance indicators (KPIs) such as engagement rates, reach, conversion rates, and return on investment (ROI). Utilize analytics tools provided by social media platforms or third-party services to assess campaign effectiveness.
Should I focus on short-term or long-term partnerships?
Long-term partnerships with athletes can build sustained brand loyalty and deeper connections with audiences. However, short-term campaigns may be effective for specific product launches or events.
What platforms are best for sports influencer marketing?
Instagram, TikTok, YouTube, and Twitter are popular platforms for sports influencer marketing. Each platform offers unique features that can be leveraged to engage with different segments of the audience.
