Liz Quach demonstrates how FMCG brands have been kicking goals through sport and Out of Home advertising
The influence of sport is undeniable, capturing the hearts of the nation, with 81 percent of Brits following at least one sport. Regardless of the season, fans stay connected to their favourite teams and athletes all year round and the excitement of sports doesn’t end when the game does. It follows viewers home, intertwining with their daily lives and even shaping their shopping habits.
Recent research from Clear Channel and OnePoll highlights this, revealing that 77 percent of viewers notice brands surrounding sporting events. During these moments, purchase intention during sporting events spikes for FMCG products, with alcohol (65 percent), snacks (58 percent), soft drinks (55 percent), barbecue food and drinks (50 percent) and chocolates/confectionery (50 percent) rounding off the top five categories.
Here lies opportunities for brands to attach themselves to sporting moments and score big as a result.
The winning strategy
Every sports tournament is unique, and their respective reputation is built throughout generations. When you think about an event like Wimbledon, words like ‘tradition’, ‘classic’ and ‘exclusive’ may immediately come to mind. Meanwhile, the Olympics may garner values of ‘discipline’, ‘honour’ and ‘excellence’. It’s these individual characteristics that make up an event’s DNA. And it’s this DNA that brands can piggyback off and inherit as their own when advertising around these special sporting events.
Our study showcases the unmatched reach provided by Out of Home (OOH) advertising and how it can transform and elevate a brand’s perception. We tracked four FMCG brands, analysing how their OOH ads placed around major sporting events influenced consumer attitudes and boosted both brand identity and sales.
Becoming fan favourite
While you may think only sports-related brands have a license to join the competition, all products have the opportunity to be more attractive when they participate in advertising around major sporting events. FMCG brands may not always be renowned for having the most exciting or inspiring traits. But when they’re associated with the adrenaline and emotion of sporting events, they gain a unique advantage by allowing brands to tap into, and mirror, these characteristics.
As an example of great brand work, Weetabix harnessed the excitement of the Women’s World Cup (below) to boost consumer engagement, aligning the brand with the energy and passion of the tournament.
Through their creative, they were able to cut through the noise, inviting fans in to compete, and engage in a way fans did not expect for classic FMCG brands. Simply put, they’re able to step into the same arena and gain the advantage.
Respondents who recalled seeing tested FMCG ads on OOH during sports events reported a 62 percent increase in associating those brands with event-related qualities. Sports create a sense of belonging and emotion, and when consumers see brands visibly supporting these events, they connect on a deeper, emotional level.
This impact is particularly strong among younger audiences. Gen Z are a driving force and the next generation of life-long sport fans. To amplify success, brands should strive to engage with this audience, curate compelling content and build a sense of community they can immerse themselves in. Among 18-24-year-olds, 32 percent reported a positive shift in perception after seeing an FMCG brand advertised during a sporting event – which translates to twice as likely when compared to older generations.*
Don’t get left on the shelf
The emotional connection fostered through OOH advertising during sports events doesn’t just boost brand perception – it drives action. Top of the shopping list for consumers, FMCG products are most relevant and popular around sporting periods. This fits perfectly with social gatherings alongside friends and family as they cheer on their favourite teams while enjoying food and drinks together.
Through contextual and relevant campaign planning, brands can be top of mind when shopping decisions are made. Our research also proves advertising close to store location leads to a 53 percent higher share of shelf attention. During Wimbledon, we saw Elmlea (below) take advantage of OOH’s real-world placement to capture consumer attention with their products right before they enter the supermarket. Proximity advertising acts as a last-minute cue, awakening brand memories, and reminding consumers exactly what they need to look for on the shelf.
This is where research reveals that OOH delivers a 53 percent uplift in FMCG brand usage during sporting periods with younger consumers who, again, are more likely to be influenced by sports advertising. When it comes to 18–24-year-olds, 15 percent reported buying an FMCG product on the same day after seeing it advertised during a sports event, compared to just 12 percent for general product advertising. Consumers are particularly motivated to embrace brands exclusively during tournament periods whilst excitement is at its peak. This is all the more reason for brands to tap into event moments to ensure long-lasting support.
Tune in live
This past summer, we saw brands wittily incorporate sports-related copy, photos, and superstar athletes in their OOH campaigns to dive into the excitement, be contextually relevant, and score big brand points with audiences. Brands like Stella Artois and Pepsi brilliantly integrated the sports atmosphere into their advertising, creating impactful and memorable campaigns.
Stella Artois incorporated tennis-inspired wordplay during Wimbledon, while Pepsi’s use of English footballer Leah Williamson during the Champions League (below) demonstrated how brands can seamlessly integrate into major sporting events. Highlighted through these spotlighted campaigns, it’s evident there are multiple ways to flex your brand’s OOH creative and have strikethrough creative effectiveness. Tapping into the energy of these tournaments reinforced their brands’ identity to be in sync with these iconic sporting moments.
So, when a nation – or even the world – has its eyes on a sporting tournament, brands have a unique opportunity to become part of the conversation. By leveraging the reach and emotional impact of OOH advertising, brands can align with the excitement of sports and leave a lasting impression. The stage is set, and the audience is watching, now’s the time to step into the arena and join the competition.
*18-24 vs Average of 25+
Liz Quach is the Senior Research & Insight Manager at Clear Channel UK
