Jenny Bermudez.
Jenny Bermudez, Account Director, dentsu B2B.
Winning in B2B is getting tougher. Buying cycles now stretch to 416 days in Australia: more brands are considered, more decision makers are involved, and being top-of-mind is critical. In a climate where distinctiveness and meaningful engagement matter more than ever, B2B brands can learn from the B2C playbook – specifically with sports.
Let’s face it, B2B isn’t typically associated with excitement or high-fiving fans. Most brands sound the same. 68% of buyers find B2B marketing lacks distinctiveness, and over 25% of brands are ruled out without even being contacted, dentsu’s B2B 2024 Superpowers research found.
The B2C sports sponsorship playbook offers a route to breaking through the sea of sameness.
Once the domain of consumer giants, sports marketing is now being embraced by B2B brands looking to drive awareness, build trust, and win business, long before the RFP lands.
Salesforce, Workday and Lenovo entered the F1 world, and locally Coates partnered with the Newcastle Jets for their 25/26 season. In 2025, the data is clear: sports fans aren’t just watching - they’re engaging, buying, and advocating.
Sport isn’t just a pastime; it’s a passion that permeates the boardroom.
The attention economy: why sports win
In an era of ad-skipping and multitasking, sport offers rare real-time attention. No buffering, no distractions, just focused engagement.
Sport has topped TV rankings for a decade and commands $60Bn in global media rights. Even in Australia where audiences are fragmenting, sport remains strong with the NRL Grand Final being 2025’s most-watched show to-date with an estimated 4.46 million Australians tuning in (33% up from the match last year).
Brands benefit from visibility not just pitchside or during broadcasts, but across the full media ecosystem, with social, editorial, and fan-driven content generated far beyond game day. A marketing hat-trick. Brand recall improves by up to 33% during major sporting events when integrated with digital and social activations, Nielsen’s Global Sports Marketing Report found.
Live sporting events deliver the highest revenue per hour of consumption, McKinsey’s Attention Equation reveals. For B2B brands, showing up in high-intensity moments, it’s like kicking off a packed AFL final - visibility spikes, and memorability wins.
For B2B brands, it’s not just about being seen - it’s about being remembered.
Trust is a game-changer – and sport builds it
30% of buyers eliminate vendors before any contact and if you’re not top-of-mind you might not make the shortlist. In B2B, trust & connection is everything but harder to earn. Emotional decision drivers now influence 52% of B2B decisions, up from 35% in 2021, B2B Superpowers research found.
Brands need to find a way to breakthrough and connect with their audience. Emotional resonance matters. Sport helps brands:
- Be seen - frequently, memorably.
- Be liked – by aligning with passion points.
- Be different - injecting energy and story into a sea of sameness.
All within a trusted environment.
Fans trust their teams, and reward brands that show up authentically. Nielsen’s Sport Trend Report found:
- 67% of global football fans find sponsoring brands more appealing
- 64% would choose a sponsor’s product over a rival if quality and price were equal
- 70% believe sponsor brands are more socially responsible and trustworthy
Sport lets brands connect through values of fun, excellence, inclusivity and loyalty while keeping messaging vibrant and emotionally sticky. Think “half-time insights from your cloud partner” or “back-of-net business intelligence”.
Done right, these messages surprise and stick. Oracle’s Premier League player insights turned data into fan value, while PwC’s Irish Rugby alliance connects consulting to leadership, resilience, and teamwork.
Sport sponsorships boost overall marketing effectiveness, which can mean faster movement through long, complex funnels.
Fan behaviour: trust, loyalty & purchase intent
Sports fans don’t just watch; they live and breathe their teams. When brands align to the right sport or athlete, emotional connection translates into trust and loyalty.
92% of receptive fans are likely to purchase products with a sports/sponsorship theme, according to Dentsu’s Decoding 360 report. 67% of football fans find sponsor brands more appealing, compared to 54% of the general population, FIFA’s Global Viewership Report revealed.
For B2B brands, sport isn’t just about visibility, but credibility. When fans trust a brand, they’re more likely to convert. And in B2B, trust is half the battle.
But sport isn’t just mass reach anymore, it’s targeted cultural currency.
Strategic alignment: making sports work for B2B
Success in sports marketing isn’t about chasing the biggest names. It’s about strategic alignment. Choose sports that reflect your audience’s values and use data to target the right fan segments.
Platforms like GWI & Dentsu’s Receptive Fan Profiling help B2B marketers pinpoint high-value segments: think CIOs following F1, APAC procurement leads backing the Matildas, or CFOs tuning into the WNBA.
With AI-driven personalisation and immersive content, B2B brands can craft bold, culturally relevant activations that deepen engagement and deliver measurable impact. ROI now depends on ROR: Return on Relevance.
Final whistle: don’t sit on the sidelines
The B2B opportunity in sport isn’t just growing, it’s already here. From increased brand favourability and cost-effective reach to storytelling and fan-driven commerce, the case is clear.
If your brand wants to stand out in the sea of sameness, build trust at scale, and connect with future buyers emotionally (not just rationally), then it’s time to get in the game.
Whether it’s FIFA’s global stage, grassroots women’s leagues, or newer sports like TGL golf or pickleball, sport offers a bold canvas for B2B marketers ready to think differently.
So, lace up. Get loud. Sports aren’t just for B2C brands anymore.