Behind the Game
February 27, 2026
By Maiver Yepes
Today, it doesn’t matter what type of sport it is—everything becomes a high‑impact experience. In many cases, the halftime show, special guests, or brand activations generate as much anticipation as the game itself. Fans don’t just look forward to the final score; they also anticipate which brands will be present, what collaborations will be launched, which jersey or special edition will be released, where the event will be broadcast, and how they can get tickets. People are willing to pay high prices just to avoid missing these moments.
Decades ago, attending a sporting event meant buying a ticket at a physical store and watching a game. Today, it means living a full experience: brand activations, arriving early to enjoy fan zones, real‑time digital content, exclusive experiences, and narratives designed to emotionally connect with millions of people around the world. To explore this evolution, I asked five industry experts to share their perspectives on how marketing continues to shape sports into one of the world’s most powerful global industries.
” Strategic marketing plays an important role in the positioning of major sporting events. Whether it be through sponsorships and partnerships that lead to brand associations, fan engagement that generates valuable content that creates connection through storytelling, or branding that leads to global awareness, developing effective strategic marketing campaigns can lead to worldwide brand recognition and long-term commercial impact.”
Doctor of Business Administration and Sports Media Communications Professional
Professor of Master of Science at Florida International University.
No matter where you look, sporting events are generating revenue. From jerseys to accessories, brands like Adidas, Nike, Puma, Lacoste, Rolex, Gucci, and Polo Ralph Lauren have strategic agreements that allow their logos and designs to become part of athletes’ uniforms and visual identity, turning every competition into a platform for global visibility.
The success reflected in multimillion‑dollar profits is no accident. It is the result of strategic planning based on market research, audience segmentation, and the creation of memorable experiences. Every campaign, sponsorship, and activation is designed to maximize long‑term fan value—not just during the event itself.
“Digital platforms and social media have fundamentally transformed how global sporting events grow audiences and revenue. By expanding broadcast, digital, and sponsorship channels, organizations can engage fans year-round rather than only during tournaments.
Elite clubs are likewise monetizing digital engagement, global partnerships, and online fan communities to unlock new income streams. These trends demonstrate that strategic digital marketing not only amplifies reach, but also drives tangible financial growth.”
FIFA Licensed Agent, MBA from Florida International University and an Executive Master’s in Sports Management from Universidad Europea – Real Madrid
CEO, Deportivo Cali Soccer Academy USA
The strategy behind major sporting events is carefully analyzed and planned according to the country in which the event is broadcast. Everything is optimized down to the very second. When we watch a soccer match featuring well‑known public figures or teams with massive audiences, the LED boards surrounding the field can change depending on the country where the broadcast is viewed, displaying the most relevant brands for each market.
The magnitude of the impact of sports marketing is clearly reflected in the levels of demand these events generate. A powerful example is the 2026 FIFA World Cup, which will have the United States as one of its main host countries and received more than 500 million ticket requests from fans around the world hoping to participate in the ticket lottery. This phenomenon does not occur spontaneously—it is driven by a global marketing machine in which brands like Adidas, Coca‑Cola, Visa, Hyundai, and McDonald’s invest millions in sponsorships, integrated campaigns, and activations that turn the tournament into an omnipresent experience. Beyond soccer, these brands help build a cultural and commercial spectacle that transforms every World Cup edition into one of the most desired and profitable events on the planet.
“The biggest shift is that audience growth now happens in real time, no matter where you are in the world. The brands that succeed are the ones that can move quickly, especially during live events, without sacrificing quality.
Digital platforms reward consistency, strong packaging and retention, which means marketing is essential.
I also think the strongest sports brands are the ones that treat content like a real product, not just something extra and put just as much energy into distribution and community as they do into making it”.
Marketing Manager at Canela Media. MBA Candidate in Sports Management with Florida International University & Real Madrid
Sports will never remain static. It changes and evolves alongside technology, consumer habits, and new generations of fans. However, there is one element that will continue to be fundamental in that evolution: marketing as the engine that connects passion for the game with the industry’s economic growth.
Today more than ever, the success of sporting events doesn’t depend solely on what happens on the field, but on everything built around the experience. From the way a brand integrates into an event, to how a story is told on social media, how a fan experience is designed, or how a community is built around a team—everything forms part of a broader strategy.
“As a NCAA D1 coach at FIU the growth of the MLS over the years has help me in the recruitment process.
Due to huge sponsors such as Apple and Adidas. The MLS has become more popular amongst the world.
A huge part of my job is recruitment. Convincing players to come to the US to continue chasing their dreams of becoming a professional soccer player while completing a degree.
With Apple now all the MLS games are streamed globally. Such exposure is huge with demonstrating the opportunities with in the MLS. For example , I work with 18-22 years. Apple TV also streams the the MLS Next Pro games. Which is the 2nd team of the 1st teams. Another opportunity for players trying to break into the MLS.”
Associate Head Coach of Florida International University Men’s Soccer
Bachelor of Science in Physical Education from Florida International University
In an increasingly competitive environment, sports organizations and brands that understand that the fan is at the center of the strategy will be the ones that make a difference. Those that manage to combine data analysis, creativity, innovation, and a deep understanding of their audience will not only attract more attention but also build long‑lasting relationships.
In the end, the future of sports entertainment will belong to those who know how to transform moments into experiences, audiences into communities, and passion into sustainable value. That is—and will continue to be—the true power of marketing in sports.
“Digital media has shifted sports from relying mainly on ticket sales to operating as multi-channel brands. Strategic positioning across platforms allows sports properties to build direct relationships with their audiences while creating diversified revenue streams. In today’s environment, attention isn’t just gained for a moment, it’s cultivated and converted over time.”
Master’s Candidate in Marketing at Florida International University.
Bodybuilding Professional Athlete
The rise of sports to the top of the world’s most profitable industries is not driven by chance or talent alone; it is powered by marketing that knows how to turn emotion into value. Behind every sold-out stadium, every athlete elevated to global icon status, and every fan who organizes their life around a game, there is a carefully crafted strategy designed to amplify stories, build symbols, and create experiences that extend far beyond the field of play. Marketing has transformed athletes into personal brands, fans into loyal communities, and sporting events into cultural platforms that attract massive commercial investment. In this ecosystem, brands do not simply sponsor sports — they become part of the narrative. Marketing does not follow the success of sports; it engineers it, fuels it, and sustains it.
