Fashion’s New Rules For Sports Marketing

13 Nov 2023

Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

KEY INSIGHTS
The global sports-sponsorship market is expected to grow from $63.1 billion in 2021 to $109.1 billion by 2030, suggesting there is a huge opportunity for brands using sport to market their products to diverse fanbases.

Many global sporting organisations are opening up to renewed commercial interest from the fashion industry, resulting in landmark deals such as LVMH’s Olympics partnership and the Skims-NBA tie-up.

The range of companies showcased in this case study — Tag Heuer and Hugo Boss as well as start-up The Edit Ldn — offer different approaches to building high-performing sports-marketing portfolios.