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How Sports Brands Win with Live marketing


In sports marketing, the ability to connect with fans in real-time is paramount.

27th February 2024

Live marketing offers sports brands a unique opportunity to engage with audiences on a visceral level, creating memorable experiences that resonate long after the final whistle. Let's explore how sports brands can leverage live marketing to achieve success and build lasting connections with their fanbase.

The Power of Live Marketing in Sports

Live marketing in sports goes beyond traditional advertising tactics by immersing fans in the action and excitement of the game. Whether it's through experiential activations, in-stadium events, or social media engagement, live marketing allows sports brands to capture the energy and passion of the moment in real-time.

Creating Immersive Experiences

One of the most effective ways sports brands can win with live marketing is by creating immersive experiences for fans. From interactive fan zones to pre-game festivities, brands can engage with audiences in creative and memorable ways. For example, hosting meet-and-greets with athletes, organising fan competitions and games, or offering exclusive behind-the-scenes access can all enhance the live sports experience and deepen fan loyalty.

See how brands like Adidas and Mitsubishi used immersive experiences to power fan engagement.

Leveraging Social Media in Real-Time

In today's digital age, social media plays a crucial role in live marketing strategies for sports brands. By leveraging platforms like X (formerly Twitter), Instagram, and TikTok, brands can amplify the excitement of live events, engage with fans directly, and generate real-time buzz. From live-tweeting game highlights to sharing exclusive content, social media allows sports brands to extend the reach of their marketing efforts and connect with fans around the globe.

Showcasing Sponsorship Activation

Sponsorship activation is another key component of live marketing for sports brands. By showcasing sponsors in creative and meaningful ways, brands can maximise the value of their partnerships and create added value for fans. Whether it's through branded giveaways, interactive displays, or sponsored halftime shows, sports brands can integrate sponsors seamlessly into the live event experience while delivering tangible benefits to fans and partners alike.

Discover how Ford and Abbott used gamified experiences with interactive displays to engage with fans!

Measuring Success and Iterating

Finally, measuring the success of live marketing initiatives is essential for sports brands looking to refine their strategies and drive continuous improvement. By tracking key metrics such as engagement, reach, and sentiment (maybe even footsteps!), brands can gain valuable insights into the effectiveness of their live marketing efforts and make data-driven decisions moving forward. Whether it's through post-event surveys, social media analytics, or sales data, ongoing measurement and analysis are critical for optimising live marketing campaigns and maximising return on investment.


In conclusion, live marketing presents a wealth of opportunities for sports brands to connect with fans, drive engagement, and build lasting relationships. By creating immersive experiences, leveraging social media, showcasing sponsorship activation, and measuring success, brands can unlock the full potential of live marketing and elevate the fan experience to new heights. With the right strategies and creative execution, sports brands can win big on and off the field with live marketing.

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About Pavegen

Pavegen is a purpose-driven technology business that helps power change and generates positive outcomes for people and planet. Laying underfoot inside buildings, public spaces and at events, Pavegen Kinetic Paving harnesses the power of people’s footsteps, creating not only a small amount of energy – but also imaginative, interactive experiences and data, to help educate, engage and enable meaningful actions around sustainability and Net Zero intent. Pavegen calls this Citizen Impact; powered by Pavegen.

Pavegen helps power Kinetic Street Furniture applications such as USB charging, LED lights, and Green Wall irrigation systems, whilst data from the system can be used for public educational purposes on digital display screens. Kinetic Brand Experiences at live events, expos, festivals and public spaces produce data to provide gamified experiences that help brands engage meaningfully with consumers.

The company was founded in 2009 by Laurence Kemball-Cook who invented the Kinetic Paving technology that can now be seen in over 37 countries around the world.