How can brands use the Open Web to win over sports fans?

[Dimaeiya333]

The world of sport is about more than just what happens on the pitch or court. It is a place of passion, emotion and friendship. From the tense moments on the field to the clashes on the court, the enthusiasm of fans creates connections that last a lifetime and inspire entire generations.

For brands, it’s not just about seizing the moment. Sports fans share an identity that requires a deep understanding of the sporting landscape and an understanding of diverse audiences to craft strategies that truly resonate. Marketers can tap into the devotion fans feel for their favorite team or player… but how?

Winning hearts in the digital world
Changes in technology and consumer behaviour have transformed the way people enjoy sport, with fans immersing themselves in a variety of digital experiences. According to Marketing Dive, fans don’t just follow matches online, but 53% access sports content online while watching. The most used channel for this? A Trade Desk report in 2023 indicates that consumers spend 59% of their time online on the Open Web, more than within “walled gardens” like Social.

This digital engagement goes beyond the game. Fans want to create a complete experience at home, whether watching the game alone or with loved ones. So brands across all sectors can play a part in the fan experience. For example, consumer goods companies can leverage match-day rituals to engage the 50% of fans who enjoy having an alcoholic drink. Engaged marketing attracts the 25% of consumers who value social responsibility, fostering their loyalty beyond the game. With one in three fans typically ordering food, the food and beverage sector can establish strategic partnerships for home delivery or special menus on match day. Retail brands also have an opportunity with their products, from shoes to outdoor and sportswear.

When choosing content to view, sports fans prioritise trusted Open Web websites. Sports content consumption regularly spikes on our platform during major sporting events, such as the Olympic Games, where we see a 31% increase in page views compared to the pre-Olympic daily average. However, it’s not just the context of the campaign that matters. Creating creative moments is essential to stand out, capture attention and strengthen the bond between brand and consumer.

Fans take it personally… and marketers should too
This is where a good Open Web advertising strategy becomes an advertiser’s best ally. Recognizing that sports fandom is a shared yet personal journey, advertisers need to establish a meaningful connection with their audience. The Open Web offers a unique opportunity for advertisers to tailor their messages and target diverse audience profiles in that environment. Understanding the different interaction patterns is not just a matter of understanding; it is a strategic advantage, as sports fans have different preferences and interaction styles.

Types of fans:

The unconditional fan: follows every game or news, whether his team wins or loses.
The casual fan: participates mainly on match days.
The fan who enjoys with family and friends: watches the games with their loved ones.
The party fan: enjoys the mix of sport and party.
Each of them expresses their love of sport in a unique way and has a different experience. Leveraging insights gained directly from premium publishers on the Open Web allows advertisers to gain a deeper understanding of these individuals, paving the way for targeted marketing campaigns that resonate deeply with each audience segment.

How to be creative for the most important moment
With personalization as a cornerstone of a good marketing campaign, brands and agencies need to get creative to push the boundaries of their digital presence. This is where in-house studios like Outbrain Brand Studio can b media directors email database e a valuable resource when it comes to creating creative content that drives interaction and engagement. For brands like Doritos , it’s all about thinking outside the box to quickly grab attention and keep it. Thanks to Brand Studio’s personalized experiences, Doritos’ audience was able to engage with a video to learn more about their new look, the blue Doritos. Each personalized and animated format helped capture attention while amplifying the brand’s message that the new snack was the host’s preferred choice. The campaign results showed that the brand’s audience enjoyed Brand Studio’s tactile experiences, with an engagement rate 5.5 times higher than the consumer goods category benchmark.

By combining the passion of sport with impactful experiences on the Open Web, marketers can seamlessly integrate their brand into every fan’s journey. Every cheer, every goal, and every heartbeat of a fan becomes a golden opportunity to connect, engage, and inspire, forging a meaningful bond between brands and audiences. Learn more about how Outbrain can improve your brand’s performance in the moments that matter most.

Contact us