With a summer of sport on its way, thanks to the Euros 2024 and the Paris Olympics, brands have been swiftly aligning themselves with sporting stars, ready to ride the wave of sporting wins that are sure to come our way.
This isn’t just about tapping into the growing trend for embracing one’s own power and fitness, it’s also about the collective excitement and enthusiasm that comes with iconic sporting moments to build brand familiarity.
From the world’s fastest man, to Arsenal’s favourite winger and England’s top stars, here are several recent examples of brands tapping in to the enthusiasm that comes with the festivities of sporting tournaments.
Persil x Usain Bolt – Give laundry a lightening spark
Although he’s now retired from the Olympics, Usain Bolt, his effortless strides and lightning bolt signature are nigh on impossible to forget.
He still retains his title as the world’s fastest man, with no one to date beating his 9.58 second 100m. So, while he’s never appeared to sweat much during races (such is his natural talent), of course Bolt wants to do his laundry fast!
Persil cleverly got him on board to front the ad for their new short cycle ‘Wonder Wash’ product. With the nation remembering the Jamaican’s style from the 2012 Olympics, it’s a sure fire way to tap in to that collective excitement ahead of this year’s Paris Olympics.
Nando’s – Add a sprinkle of Saka
If there’s one thing common to sports stars, it’s that they prioritise protein. So, it’s perhaps not that surprising that the long loved peri-peri chicken specialist tapped into Arsenal’s “Starboy” Bukayo Saka. After all, showcasing a new limited edition sauce, designed by Saka’s friend Reuben Dangoor, the limited Peri-Peri Saka sauce was a fiery way to attract Gooners, and football fans more widely, to the brand.
Tapping in to a trend of chef dramas recently set by Boiling Point and The Bear, the film cleverly ties together several different cultural moments with the year of sport.
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EE Sports – Sports stars lead the change
It is also not the only brand to employ Bukayo Saka as a front man (it’s where he works best after all…). EE enlisted Saka alongside England captain Harry Kane as well as Lioness goalkeeper Mary Earps and more.
Developed with the Royal Association for Deaf People (RAD), the campaign highlights how sign language can bring people together and improve inclusion by aiming to promote its use in the discussions about sports we’re sure to see throughout the Euros and the Olympics after that.
Being a network provider, it’s a great way for EE to boast its connection credentials by tapping in to the community nature of sports events.
Snickers – Win? Lose? Have a Snickers
Meanwhile Snickers has enlisted Bukayo Saka (he really has been making a mark off the pitch as well as on the pitch!) and Croat legend and Real Madrid star Luka Modrić to highlight how the distraction power of sport can lead to some laughable own goals.
The film shows a man getting his hair cut in a barber shop standing up to celebrate a goal. Of course, the standing up means his trimmed is ruined.
“That’s an own goal,” says Bukayo Saka.
Feeling more sympathetic, Modrić says “Maybe you just need a Snickers”. Cleverly highlighting the impact the right chocolate bar can have on emotions.
Old El Paso – rice gets a seat at the athlete’s table
Rice brand Old El Paso also starred Team GB legends swimmer Tom Dean, weightlifter Emily Campbell and BMX racing champion Bethany Shriever.
The video created to mark the brand’s collaboration with Team GB, shows the sports stars all sharing a meal and spotlights the product as both something that can be both the food fuel for sporting success and the thing that brings a team together.
Optimum Nutrition – Micah Richards shows its for all
Perhaps a more obvious choice for a sports collaboration, Optimum Nutrition has starred ex Manchestestar City player Micah Richards in its latest spot.
While the film features other sports stars preparing to compete, it ends on Richards buttoning up his grey suit getting ready to commentate, highlighting how the product can be the athlete approved supplement to the training behind any job.
And maybe that’s why sports stars are such a hit in ad campaign, what consumer doesn’t want to align themselves with athletic drive, skill and discipline?
