Most sports marketers underestimate how much non-sports content is outperforming game-day highlights on TikTok. What’s winning? “Bored at the Super Bowl party” POVs, creators in the #SportsGirlfriend niche, and TikTok Lives about halftime fashion. If your playbook still revolves around athletes and branded highlight reels, you’re leaving relevance on the table.
TikTok’s top-performing sports strategies are no longer about who scored — they’re about who reacted to who scored, who styled the jersey best, or who couldn’t care less about the game but made a viral video about being dragged to it. That’s not accidental. It’s the algorithm rewarding relatability, creator POVs, and format-native storytelling over traditional sponsorship formats.
Instagram tells a parallel story. Behind-the-scenes Reels from interns and entry-level sports marketers (“my first day in sports marketing,” “come with me to a Premier League match”) are outpacing polished branded videos. And TikTok’s Spark Ads let brands boost these organic posts — giving them creator credibility and paid reach.
This article maps out what’s actually driving engagement for sports brands and marketers on TikTok and Instagram — based entirely on native behavior, not assumptions. Let’s get into the formats, creator categories, and timeline-based content structures winning attention before, during, and after the game.
- 1. Experiential Storytelling to Shift Audience Perception
- 2. Cultural Integration to Build Global Appeal
- 3. Cross-Vertical Influencer Classes to Build Fanbases
- 4. Leveraging Creator-Driven Content for Olympic Glory
- 5. Global Influencer Activation for International Exposure
- 6. Crafting VIP Experiences to Drive Authentic Engagement
- Future-Proofing Your Sports Brand with Influencer Marketing
- Frequently Asked Questions
1. Experiential Storytelling to Shift Audience Perception
When you're trying to rebrand something that’s been stuck in second place, facts and stats just don’t cut it—you need experiences that hit people right in the feels. That’s where experiential storytelling steps onto the field. Instead of trying to tell people how exciting your sport or event is, you let influencers live it, love it, and broadcast it in real time.
This approach taps into basic human psychology: if someone you trust is clearly having a blast, you’re going to wonder why you’re missing out. It’s FOMO in high definition. Rather than cold pitches or dry analysis, sports brands can drive perception change through influencers who take their audience along for the ride—game day magic, backstage chaos, and all.
Experiential storytelling doesn't just promote an event—it creates memories and stories that audiences want to be part of. The goal is simple: make the audience feel like the experience is too good to miss.
UEFA’s Europa League faced a classic underdog problem: living in the shadow of the glitzy Champions League. To change perceptions, UEFA and Goat Agency launched a campaign that didn't just talk about the Europa League’s drama—it showed it.
They sent influencers—connected to football but not hardcore Europa League fans—on full-on adventures to Europa League games across Europe. But it wasn’t just a stadium tour. Influencers explored the cities, took cultural side trips, and documented it all, capturing the energy, the color, the heart-pounding excitement of both the games and the travel. Their authentic YouTube videos and snappy social clips allowed fans to experience the magic through fresh eyes.
Paid media backed the content, amplifying the reach without killing the authenticity. It wasn’t polished ads—it was messy, chaotic, real-life fun, and fans ate it up.
Results & Analysis
The campaign scored 5.4 million video views, 14.5 million impressions, and 520,000 engagements. More importantly, it didn’t just get eyes—it changed minds. Fans who had once overlooked the Europa League started to see it as a must-watch event, not a second-tier afterthought.
Key Takeaway
When you need a perception shift, don’t preach—invite influencers to experience the magic themselves. Authentic storytelling through lived experiences builds hype that traditional marketing just can’t match.
2. Cultural Integration to Build Global Appeal
Want to win over a new audience? Don't show up like a tourist. Sports brands need to embed themselves into local culture—not just by flashing their logo around but by genuinely joining the party. Cultural integration is about tapping into the existing energy of a place, using local influencers and local moments to make your brand feel like it belongs.
It’s not enough to say, “We’re here.” You have to act like you’ve always been here. That means speaking the language, honoring the traditions, and throwing your weight behind what people already love. And when done right, it doesn’t just boost awareness—it creates emotional loyalty.
Ligue 1 could’ve easily slapped their badge on a few billboards and called it a day at Rio’s Carnaval. But instead, Samba Digital crafted a full-scale cultural takeover. They partnered with CazéTV, Bloco Brasil, and Brazilian influencers to inject Ligue 1 into the heartbeat of Carnival itself.
From hosting parties at Praia do Leme to real-time interviews and influencer collabs, they made sure Ligue 1 wasn’t just a sponsor—it was part of the celebration. They even tied in Ligue 1 players’ Brazilian roots, connecting stars like Neymar back to their homeland.
It wasn’t football marketing—it was football samba fusion, full of humor, color, music, and pure joy. And when PSG vs Lille aired during the festival? It wasn’t an interruption; it felt like a natural continuation of the party.
Results & Analysis
The activation generated 9.8 million views, over 306,000 interactions, and kept engagement levels above 3%—a major win during a cluttered event like Carnaval. Their Ronaldinho look-alike teaser alone brought in 400,000 views, and connecting players to Brazilian clubs smashed nearly 1 million views.
Key Takeaway
Want to win abroad? Stop marketing. Start celebrating. Dive deep into the local culture with influencers who make your brand feel like part of the story, not an outsider crashing the party.
3. Cross-Vertical Influencer Classes to Build Fanbases
When you’re trying to break into a new market, sometimes the worst thing you can do is talk only to your usual suspects. Cross-vertical influencer classes—bringing in creators from different niches like food, fashion, and music—can give a sports brand the fresh voice it needs to reach a broader, less saturated audience.
Because let’s face it, not everyone’s a hardcore sports fan. But they do love burgers, streetwear, and concerts—and if you weave your brand into those experiences, you’ve got a new fanbase growing without even trying. The idea is simple: meet people where they are and let social media influencers connect the dots between their passions and your product.
MLB took this strategy to the next level to crack the UK market—a place where baseball enthusiasm is, let’s say, a work-in-progress. Instead of relying only on sports fans, they built a “creator class” made up of seven influencers across fashion, food, music, and lifestyle verticals.
These creators didn’t just promote games; they brought their audiences into the full MLB experience. From hosting American-themed parties at the Home Run House to batting cage challenges and streetwear merch drops, they made baseball feel cool, trendy, and accessible.
@cultureforce Day in the life: Had a great time at Home Run House ahead of the MLB London Series next weekend! C’mon cardinals ⚾️ AD @MLB #londonseries #mlbcreatorclass ♬ Pieces (Solo Piano Version) - Danilo Stankovic
After the London Series, creators kept pushing content with giveaways, merch unboxings, and reminders for future MLB events, keeping the momentum alive well beyond the games themselves.
Results & Analysis
The campaign delivered 3.1 million impressions (103% over guarantee), 175,000 engagements (120% over goal), and a whopping 2.9 million total media views—310% over projections. Oh, and an earned media value of £32,992 for good measure. Baseball may not have conquered Britain yet, but it definitely got its foot in the door (with a snazzy pair of sneakers).
Key Takeaway
When breaking into new spaces, think bigger than your sport. Blend into other verticals, use cross-interest influencers, and turn casual browsers into curious new fans.
4. Leveraging Creator-Driven Content for Olympic Glory
If you want to get people excited about something as monumental as the Olympics, you can’t just show up—you need to own the moment. The secret here is creator-driven content. By tapping into the voices of influencers who already have passionate, engaged communities, you can supercharge your brand’s relevance and drive authentic excitement.
Creators aren’t just promoters—they’re storytellers, connectors, and community builders. When you let them take the lead, their followers trust them more than any glossy ad campaign. It’s a strategy that doesn’t feel like marketing—it feels like a part of the culture. And when it’s done right, it propels your brand into the heart of the action.
Aldi and Team GB teamed up to take advantage of the Paris 2024 Olympics hype, but they didn’t just rely on the event’s natural buzz. Instead, they created excitement with TikTok creators who captured the energy of fan zones in the UK and the TikTok in the House event in Paris.
The campaign was reactive in nature, capitalizing on Olympic moments but also engaging audiences with creator-driven content that felt organic and exciting. Creators used their unique styles to promote Aldi’s partnership with Team GB, driving the campaign hashtag #AldiXTeamGB while encouraging fans to tune in to TikTok in the House for additional coverage.
By embracing creator-driven, local content, Aldi created an authentic connection with fans, fostering excitement for both the Olympics and their role in the event.
Results & Analysis
The campaign’s reach was huge, capturing 4.1 million views and 64.2k engagements, with a 6.2% engagement rate. The 6 creators activated, with a combined following of 6.25m, achieved an average watch time across short-form content of 8 seconds. Aldi positioned itself as a key supporter of Team GB while remaining deeply embedded in the Olympics’ global moment.
Key Takeaway
The creator-driven content model isn’t just effective—it’s essential for brands trying to ride the wave of major global events. Build partnerships with influencers who can speak directly to your audience’s heart and watch your brand soar.
5. Global Influencer Activation for International Exposure
For sports brands looking to grow beyond borders, global influencer activation is your golden ticket. This strategy involves partnering with influencers across diverse regions and cultures to spread your message far and wide. It’s about creating localized content while ensuring that the core message remains consistent across different markets.
It’s a fine balance—global exposure with local authenticity. By tapping into local influencers who already resonate with audiences, you can amplify your message and break into new regions with ease. The key here is diversification—using both international and local influencers allows you to connect with a wide variety of audiences, making your brand feel relevant no matter where you are.
Formula E took this approach to international success by implementing a global influencer campaign designed to promote its electric racing series. The strategy combined both global influencers and local talent, ensuring that Formula E reached communities worldwide, from Santiago to Hong Kong.
The influencers—ranging from motorsport aficionados to lifestyle creators—captured the high-speed action of the races, showcasing the electric energy and adrenaline of Formula E while building excitement around the brand.
Just happy I got to experience this with my Mum, you were amazing @FIAFormulaE 🏎 pic.twitter.com/eiyzErMeHK
— Joe Weller (@joe_weller_) January 28, 2019
The campaign included YouTube-live shows, social media content, and behind-the-scenes footage, helping Formula E to connect with millions globally.
Results & Analysis
The results were staggering: 105 million views, 10.3 million engagements, and over 144.5 million impressions. Formula E’s ability to blend global reach with localized content drove immense awareness and excitement, establishing the brand as a leader in electric motorsports.
Key Takeaway
Global influencer activation is essential for any sports brand looking to expand internationally. Combining global and local influencers lets you maximize reach, ensuring your message hits home in every region while staying true to your core values.
6. Crafting VIP Experiences to Drive Authentic Engagement
The key to influencer marketing in sports sponsorships is creating unforgettable experiences that go beyond the event itself. This means curating VIP moments that influencers can authentically share with their followers. It’s not about giving influencers access to just any old event—it’s about making them feel like they’re part of the inner circle, transforming them into storytellers who can offer their audience a glimpse into an exclusive world.
When you offer influencers access to premium experiences, such as private interviews or behind-the-scenes tours, they not only generate buzz around your sponsorship, they humanize your brand.
This strategy is especially effective in the sports sector, where fans are already emotionally invested in the athletes and events. By providing an experience that’s special, authentic, and tailored, you ensure that the content influencers create resonates deeply with their followers.
Enter Haier and its partnership with the Rolex Paris Masters (RPM), one of the premier tennis tournaments. Haier, keen on maximizing its sponsorship, understood that its goal wasn’t just to slap its logo on a few promotional banners—it was to create buzz and build a deeper connection with both tennis fans and sports enthusiasts.
The campaign focused on crafting an exclusive VIP experience for influencers, centered around an action-packed day at RPM. Haier invited influential French personalities like Paul Le Sportix, a well-known sports commentator, and Lily and Jay, a travel duo with a strong social following, to spend the day at the event.
They got to experience the event from a VIP perspective, guided by tennis legend Justine Henin, which elevated the prestige of the sponsorship.
Throughout the day, influencers captured Instagram stories, TikTok videos, and YouTube content, showcasing their interactions with the players and giving their followers a chance to see the behind-the-scenes magic of a prestigious tennis tournament.
One of the campaign’s standout moments was a candid interview with Justine Henin, filmed and shared across Haier’s and RPM’s social channels. This interview gave fans a unique, personal insight into the tournament, all while highlighting Haier’s prominent role as a sponsor.
@paulo_le_sportix Une CHAMPIONNE incroyable 🏆 @Haier Global #tennis #sportstiktok #Haier #PlayWithTheNumberOnes #HaierGlobalTennisTour #HaierFrance #HaierExperience #RolexParisMasters #HaierRPM ♬ son original - Paulo le Sportix ⚽️
Results & Analysis
The campaign resulted in 296,000 views, 11,000 engagements, and 200,000 impressions, indicating that Haier’s VIP experience resonated deeply with their target audience. By giving influencers exclusive content to share, Haier wasn’t just visible—it was woven into the fabric of the event, ensuring maximum brand exposure.
Key Takeaway
If you’re going to sponsor an event, don’t just show up—make your brand part of the experience. Provide influencers with VIP access that allows them to share authentic, exclusive content with their followers. It’s about giving them more than just a front-row seat—it’s about letting them in on the magic behind the scenes.
Future-Proofing Your Sports Brand with Influencer Marketing
The future of influencer marketing in sports is all about authentic engagement and strategic partnerships. By using cross-vertical influencers, sports brands can break out of the niche sports audience and attract new fans from other passions.
Meanwhile, experiential campaigns and VIP access continue to drive results by offering followers a closer connection to the action. To stay ahead, sports brands must embrace innovation and creativity to build lasting fan loyalty.
Frequently Asked Questions
What is influencer marketing in sports?
Influencer marketing in sports involves partnering with athletes, sports personalities, or content creators to promote a brand, product, or service. These influencers leverage their credibility and audience to drive engagement and awareness within the sports community.
How do I choose the right sports influencer for my campaign?
Select influencers whose values, audience demographics, and content style align with your brand. Consider factors like engagement rates, authenticity, and relevance to your target market to ensure a successful partnership.
What are the benefits of using athlete influencers?
Athlete influencers offer authenticity, credibility, and a deep connection with their audience. Their endorsements can enhance brand trust and resonate more effectively with fans compared to traditional advertising.
Which social media platforms are best for sports influencer marketing?
Platforms like Instagram, TikTok, YouTube, and Twitter are popular among sports influencers. The choice of platform should align with your target audience's preferences and the type of content you wish to promote.
What types of content work best in sports influencer campaigns?
Behind-the-scenes footage, training sessions, game highlights, and personal stories are highly engaging. Authentic content that showcases the influencer's genuine experience with your brand tends to perform well.
How can I measure the success of my sports influencer campaign?
Track key performance indicators (KPIs) such as engagement rates, reach, conversions, and return on investment (ROI). Utilize analytics tools provided by social media platforms or third-party services to assess campaign effectiveness.
What is the role of user-generated content (UGC) in sports influencer marketing?
UGC amplifies authenticity and trust. Encouraging influencers and their followers to create and share content related to your brand can expand reach and foster a community around your product or service.
How do I ensure compliance with advertising regulations in influencer campaigns?
Ensure that influencers disclose sponsored content transparently, adhere to platform-specific guidelines, and comply with local advertising laws. Providing clear contracts and guidelines can help maintain compliance.
