Sustainability, women’s sport and the metaverse: Sports marketing trends for 2023

Louise Johnson

With live sports events back in action and massive global tournaments upcoming, brands and marketers will need to quickly consider how to engage savvier fans, booming technology and a move to more digital-focused content.

A very controversial FIFA World Cup in Qatar has changed the entire landscape for brand marketing and advertising around one of the biggest sporting events in the world.

From the Rugby World Cup in France and the Women’s Football World Cup in Australia and New Zealand next year, to the 2024 Euros in Germany, all the way through to the 2028 LA Olympics, 2023 is going to kickstart a five-year stint of major global sporting events.

With a resurgence of live sporting events in 2022 and such a huge sporting calendar on the horizon, we are going to witness an...

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