Sports marketing spend shot up in 2024. Amid soaring viewership figures for last year’s Olympic Games, worldwide ad spend on sports-related advertising rose to $60.9 billion, according to WARC.
But sports marketing doesn’t always just mean chasing the largest audience possible. In 2025 brand marketers are set to seek audiences via niche, unconventional sports opportunities. Interest among audiences in spots such as padel, pickleball and darts is rising — and in recent months, brand marketers have moved to get in on the game while they’re still emerging.
Best Buy, for example, signed up this winter as one of the principal sponsors of TGL, a televised simulator golf tournament. The new league, set to debut on ESPN (including ESPN+) from Jan. 7, also counts So-Fi and Samsung among its brand partners.
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