The c word (culture) and discussions on how to play in culture and build culturally relevant brands has been at the forefront of marketers’minds for some time now.
Alongside this, to point out the obvious, Summer 2024 really was the ‘summer of sport’.
The Euros brought heartbreak to much of the UK, the Paris Olympics and Paralympics captured the world’s attention, and F1 is gaining more attention than ever. Heartbreak, euphoria and pride, the emotional connection to sporting moments has the unique power to bring people together and the examples this summer have been paramount.
It’s arguable that sport has entered a new era, a major player in conversation on building culturally relevant brands.
Beyond 2024, sport is expected to continue to build cultural momentum. The growing audience for women’s sport, more Netflix documentaries, and the deeper emotional connections to sport are propelling it towards a permanent mass entertainment platform, and not just during the Olympics. With this comes great opportunity for brands to connect to culture.
To draw on some examples, NatWest Business has capitalised on the summer of sport, with agency VaynerMedia EMEA, creating the ‘Challenge the Challenger’ series. Samsung’s Openness Medal campaign, created with BBH London, is designed to drive connection and show the stories behind the athletes who compete in the Olympics without too much focus on the outcome.
Want to check out all of this year's topics? Download the full report below...
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