The top 5 sports marketing ideas to know about right now

Brands have been competing for Gold in Olympics ads in recent weeks, with many taking a tender or emotional approach. Athletes harbor inner doubts, dream big and exhibit sportsmanship toward their competitors. Other brands are seeing the Games as an avenue to celebrate creative expression. Then there are the exceptions. Following are the top five recent Olympic ads. Check out the latest Ad Age events and award programs 5. The power of Olympic pets They’re teammates and training partners that give emotional support regardless of the color of the medal. They’re the pets of Olympic athletes, featured in an ad called “Every Dream They Hold” from Nulo pet food. The ad features gymnast Simone Biles (with dogs Lilo and Rambo), shot put athlete Ryan Crouser (and his dog Koda), swimmer Caeleb Dressel (with dog Jane and cat Rems) and sprinter Gabby Thomas (and her dog Rico). The humans testify to the value their pets add to their lives, and how as athletes, they understand the role nutrition plays in performance. Check out more Olympics marketing news here 4. Coke’s Olympic hug A hug between competing Olympic swimmers goes viral in Coca-Cola’s Olympics ad. Based on an actual moment during the 2021 Games in Tokyo, witnesses in the Coke ad—even strangers on a subway train and astronauts walking in space—are inspired to spontaneously embrace one another. The ad is a subtle reminder that that we’re thankfully no longer in the COVID-lockdown era, while neatly clicking into Coke’s long association with hugs. South African breaststroke champion Tatjana Smith (formerly Schoenmaker) and fellow swimmers Lilly King, Annie Lazor and Kaylene Corbett star in the spot. 3. Hyundai taps the brakes “It’s OK,” an ad running during the Olympics from Hyundai, depicts parents sensing frustration and disappointment in their children as they compete in sports. But instead of pushing their kids to stick with it or try harder, the parents take a gentler approach, suggesting there is no shame in taking a break or pursuing another passion. These conversations take place in and around cars, which parents so often use to get their kids to and from sporting events and practices. A similar message was relayed in a Powerade ad starring Biles. 2. Breakdancing’s origin story As breakdancing gets its moment in the world’s spotlight in Paris, a hospital in the Bronx is flashing back to its hardscrabble origins. “Spot it Early,” Montefiore Einstein’s message about early cancer detection, has a parallel in the emerging art form and its performers—early detection, in sports or with cancer, leads to better outcomes. The ad from Mirimar, running through the Olympics, reflects on breakdancing’s impact on culture, leading to the recognition that comes with its debut as an Olympic event in Paris. The extended version shown here is narrated by rapper Rahiem of Grandmaster Flash and the Furious Five, with Bronx hip-hop icon Grandmaster Caz playing the talent show host. 1. Tomorrow’s Stars Today While the 2024 Games go on in Paris, Apple is already three Olympics ahead. “2036 Hopefuls,” from TBWA\Media Arts Lab, features photographs of young athletes shot on an iPhone15 Pro Max by renowned sports photographer Walter Iooss Jr. The photos—featuring promising athletes all under 10—are running on billboards globally as well as on Apple’s social media. Iooss Jr. has photographed athletes including Muhammad Ali, Michael Jordan and Serena Williams over his 63-year career. His images have appeared on more than 300 covers of Sports Illustrated, more than any other photographer in the world.

The top 5 sports marketing ideas to know about right now

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