Why sports advertising is a grand slam for brands

Sport has a unique ability to create an emotional connection between brands and viewers, says ThinkTV’s Steve Weaver. And research shows advertising that stirs the emotions ultimately leads to sales.

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July 17, 2019 7:30

September finals? Summer sports? That’s if I make it. I’m exhausted after the past month’s sports bonanza – from riding the emotional highs and lows with Barty at Wimbledon to yet another epic Origin battle, Smith against the Poms in the ICC World Cup, and a weekend with the Diamonds at the Netball World Cup.

July’s State of Origin decider attracted 2.8 million viewers watching live

For Australians, sport is engaging because it’s inherently emotive. It’s dramatic, suspenseful, has heroes, villains, winners and losers. It’s lean forward and lean back. It fires us up and triggers all kinds of emotions like only the best premium content can.

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