Sports marketing trends in 2024: Gender equity, the Olympics, UEFA Euros and more

Clare Hines

For brands that stay on top of evolving trends and in step with audiences’ shifting wants and behaviors, the year ahead in sports-related marketing looks bright.

With major sporting events including the Summer Olympics and Paralympics in Paris and the UEFA European Football Championship, 2024 is set to be a big year for sport. And with the rapid escalation of marketers’ interest in associating their brands with sport – thanks to sport’s near-universal appeal and ever increasing ways of participating in it – the same will be true for sports marketing.

1. The state of play in 2023

The global sports industry continues to grow from strength to strength. It was worth US$486.61 billion in revenue in 2022– a figure expected to have risen...

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