The WARC Podcast What's actually working in sports marketing
Feb 19, 2026
Vaniele Casimir, WARC editor and author of the report 'What's Working in Sports Marketing', shares trends and case‑study analysis. She explores cross‑platform ecosystems and hyper‑local plays. She discusses the rise of athlete creators, authenticity in brand–athlete partnerships, using events to build year‑round content, streaming strategies, and ways brands boost fan participation and advocacy.
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Build Long Content Ecosystems
- Brands win by building content ecosystems that span weeks or months rather than single moments.
- Successful campaigns mix cultural participation, hyper-local relevance and cross-platform integration.
Athlete Creators Drive New Audiences
- Athlete creators extend a sport's reach via TikTok, Instagram and podcasts and can outperform male peers.
- Women's athletes are driving especially high engagement and attracting new fans.
Prefer Authentic, Long-Term Athlete Partnerships
- Do prioritise authenticity and long-term partnerships when working with athletes rather than one-off appearances.
- Leverage athlete platforms and expertise to give fans behind-the-scenes access and year-round connection.