A sports marketing campaign done well has the power to drive change and inspire communities. The beauty of a campaign, both digital and print, is the freedom it allows, but the best campaigns are those with a distinct message and a powerful production that affects change.
These are the companies and the sports marketing campaigns they created that brands should look to as a source of inspiration and guidance.
This Girl Can – Sport England
Sport England had one goal: to tackle the gender imbalance within sport and inspire more women to get active. Their campaign, “This Girl Can“, involved a video that was shown both online and on broadcast media, featuring women of differing appearances and demographics partaking in sports. The message behind the sports marketing campaign, that women can play sports “regardless of shape, size, or ability”, was clear – and it worked.
Using the hashtag #ThisGirlCan, the video was viewed over 95 million times, with 70% of women aged 14-40 reporting being motivated by it. Not only was the campaign noticeable, but it was effective; 2.8 million women became more active as a result of seeing the video on their screens.
This Girl Can worked due to its simplicity and because it tackled a real and prevalent issue. By using ‘real’ people, rather than celebrities or influencers in the sports space, the video became both relatable and attainable, sparking actionable change. Because of its initial success in 2025, the sports marketing campaign was updated and ran again in 2020, continuing its momentum.
Rule Yourself – Under Armour
On the flip side, Under Armour’s Rule Yourself campaign showed the power of using well-known faces to champion a message. Separate videos, featuring different athletes, tell the story of their commitment to sport behind-the-scenes; their graft and determination to be the very best, using the slogan, “It’s what you do in the dark that puts you in the light.”
With the purpose of driving sales and interest, the brand leaned into the emotional side of sport; the dedication, passion and drive that got famous athletes – such as Michael Phelps, Stephen Curry and Tom Brady – to where they are today.
Storytelling was at the forefront of this sports marketing campaign and shared across television, social media, and billboards, utilising the power of a poignant, emotive moment to inspire.
Mental Health – Norwich City & the Samaritans
Mental health awareness and sport can be a powerful combination, and the collaboration between Norwich City and the Samaritans proves this. On Mental Health Day in 2023, the football club and charity created an advert that highlights the importance of checking in on your loved ones, using two male fans as a symbol of men’s mental health; a prevalent issue among males under 50 in the UK.
Not only did this sports marketing campaign highlight the importance of opening up a dialogue about mental health, whether at a football match or at home, but it drove action. By providing mental health resources and pointing people toward the Samaritans hotline, Norwich City continued the campaign beyond just awareness. They also auctioned off shirts that featured the Samaritans‘ logo in aid of suicide prevention.
The success of the campaign – 53.3 million views in one week – owes itself to a simple campaign and a heartfelt message.
Thank You, Mom – Procter & Gamble
P&G’s campaign is a perfect example of how a brand not usually associated with sports can leverage its global scale by forging a connection via a powerful message. For the 2010 Olympics, P&G released the Thank You, Mom advert, which features mums from across the globe tirelessly working to raise their children and support them as they grow into various sports, from training as young children to attending national competitions and, eventually, competing in the Olympics.
The campaign shifted focus from the athletes to the people behind them, driving a connection felt by many watching. To complement the advert, P&G shared a digital platform where people could thank their own mums, encouraging viewer engagement and generating further awareness of the P&G brand.
The results showed that emotional storytelling works: Thank You, Mom was the most successful global campaign in the history of P&G with over 74 million views globally, and was attributed to $500 million in sales.