Since moving to Australia a year ago, I initially found it hard to plug the gap of no longer being close to my beloved West Ham United, but since getting into the AFL and the Swans, I’ve been opened to a whole new world of sport, and as a result, a whole new realm of sports partnerships.

In the world of sports, passion runs deep. Fans don’t just watch games; they live and breathe them. Whether it's the roar of the crowd in a packed stadium or the buzz of live commentary at home, sports events captivate audiences in a way few other entertainment mediums can. For brands, this presents a unique opportunity to connect with engaged viewers in a meaningful way. Enter contextual advertising—the strategy of delivering tailored, relevant ads based on the environment in which they appear.

Contextual advertising in sports isn't just about slapping a logo on a jersey or a billboard. It’s about seamlessly integrating brands into the live experience, enhancing the moment rather than interrupting it. With the right execution, contextual ads can feel like a natural extension of the game, offering value to both advertisers and fans alike.

In the last year or two, we have seen some excellent examples of top executions of partnerships in sport:

REA – Swans

OMO – AFL 2024

Telstra - NRL 2023

Over the years we’ve seen some crackers, and I’d be letting myself down if I didn’t bring up some Soccer Football ones.

British Airways – It’s Coming Home 2018 World Cup

Norwich City – World Mental Health Day

What makes a good sports partnership? Well, it’s simple… (I didn’t say easy, though)

Authenticity: The partnership should feel genuine, not forced. A good sports collaboration aligns with the ethos of the sport and the culture surrounding it, making the brand’s presence feel organic rather than intrusive.

Fan Engagement: Successful partnerships find ways to actively engage fans, whether through exclusive content, social media interaction, or in-stadium experiences. The more a partnership involves the fans, the more memorable and impactful it becomes.

Shared Values: The best partnerships are built on shared values. Whether it’s a commitment to community, sustainability, or inclusivity, when a brand and a sports team or league have common goals, the collaboration feels more meaningful and lasting.

Long-Term Commitment: A good sports partnership isn't a one-off deal. Long-term partnerships allow both parties to build deeper connections with their audience, fostering loyalty and trust over time.

Integrated Branding: Rather than relying solely on traditional advertising, strong partnerships weave the brand into the fabric of the sport—whether it’s through product integration, event sponsorship, or digital engagement—making the brand part of the overall experience.

At the end of the day, it’s more than sport, it’s community; and the fans need to be the real winners.

This article was originally published on Adnews.