Game on: 2024 marks a diverse new era for sports marketing

Performance is being redefined and new expressions of individuality and inclusivity are emerging as sports marketing enters a new era.

The sports industry’s pursuit for perfection is reaching its peak. For decades, sports marketing harangued people to crawl their way to greatness through grit, pain and glory. As we approach the 2024 Olympic Games, we’re seeing a shift away from the ‘no pain no gain’ narrative and the signs that the category is reinventing itself to stay relevant.

From the democratisation of sportswear in fashion (see ‘athleisure’), to our multi-accessible consumption of content, sport feels like it’s running through all aspects of our lives. And the sports makers have certainly reaped the benefits. But the competition for consumer attention is...

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