Whether its for music, sports or any other more niche passions, millions of fans have been coming together online for decades – but are doing so now more than ever.
By turning to platforms like YouTube, fans are able to celebrate their favourite moments and connect with similarly passionate communities of supporters from around the world
Google UK’s YouTube content solutions lead, JT Tesfamariam explains why this year’s summer of sport presents a prime opportunity to connect with audiences and transform excitement and hype into long-lasting brand affinity.
Weather aside, this summer is set to be a scorcher for sports and music fans in the UK. We’ve already seen Glastonbury, Euros 2024 and Taylor Swift’s juggernaut Eras Tour take place, Wimbledon is coming to an end and the Paris Olympics and Paralympics will soon be following on the horizon.
Millions are now turning to platforms like YouTube to celebrate their fandom, re-watch their favourite moments, and connect with global communities of fellow enthusiasts.
In fact, 87% of Gen Z YouTube viewers in the UK agree that YouTube hosts content that allows them to ‘go deep with what they love’ – demonstrating the huge role the platform now plays in defining popular culture.
Brands need to cut-through on YouTube to win big this summer and reach UK fans when they are their most engaged. In fact, leading brands are already leveraging the platform to supercharge their video strategies and win the hearts (and views) of fans all over the world.
Sponsorships can strike a chord
Sponsorship opportunities might seem like an obvious way to capitalise on summer season hype around festivals or tournaments. Yet brands need to keep authenticity and viewers’ interests top of mind: die-hard England fans or Swifties can spot when a brand is just jumping on the bandwagon.
Instead, take a page from Levi’s playbook. Capitalising on their heritage in music – as well as their 150 year anniversary of their 501 jeans – the venerable denim trailblazer partnered with Coachella to become its livestream sponsor across the UK and Europe.
Coupled with the use of Google AI to customise voiceovers across markets – the campaign achieved a 19-point increase in sponsor association with 18-34 year olds in the UK, and a 4% lift in incremental reach.
So, want to make your brand stand out this summer? Aligning yourselves with standout moments could be the answer: new Kantar analysis shows that, on average, advertisers see a 17% boost in brand awareness and an 18% jump in their association with the events they sponsor on YouTube.
That’s because, amid all the hype and noise, sponsorships allow brands to tap into what their audience is already buzzing about.
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Harnessing star power
Keep in mind that YouTube isn’t just home to viewers and creators: it’s a place where huge, deeply engaged communities discuss and celebrate their favourite interests, artists, players or moments.
Lean into these existing communities – rather than trying to build ones from scratch – through partnerships with the creators they already know and love. For example, numerous brands have tapped into YouTube supergroup The Sidemen and their livestreamed annual charity football match – which drew 237 million views in September of 2023 – to enviable success.
Joining forces with an established name who already knows how to authentically engage their community is a smart move – after all, 57% of UK YouTube users are more than happy to watch your ads if it means supporting the creators they love.
There’s no such thing as too much familiarity
As well as leveraging familiar faces, leveraging familiar formats on YouTube can also help brands – allowing them to transcend audiences and engage lots of types of viewers through content they’re already accustomed to.
Take Go.Compare, the sponsor of Welsh Rugby for this year’s Six Nations. They produced humorous ‘challenge’ videos – a format already hugely popular on the platform – starring their iconic opera singer mascot alongside Wales stars.
These clips were funny, relatable and, crucially, accessible to those outside the sport.
As a result, the campaign clearly resonated with casual and hardcore rugby fans alike, reaching a staggering 21 million unique users across the UK. This success was further amplified by GoCompare’s use of cutting-edge advertising tools like Google’s AI-powered video reach and YouTube Masthead.
Taking centre stage this summer
With a swathe of major cultural moments taking place this summer, YouTube can offer brands much more than just views; it’s a powerful platform to connect and engage with huge, diverse audiences – from the most casual of fans to the die-hard stans.
To do so, keep authenticity, familiarity and community top of mind. Experiment with sponsoring coverage – where it feels natural to do so – and don’t be afraid to tap into recognisable creators or video formats to save you reinventing the wheel.
