We understand how to build impactful and meaningful campaigns through sport...
The US based team at Amplify have a wealth of sports experience, from an Allyson Felix documentary to tennis with Pharrell for Adidas, grass roots college football to Super Bowl activations and from leveraging F1 sponsorships to Jordan at the NBA.
The shift in modern fan culture has led to more brands seeking partnerships with talent and sport properties beyond traditional deals. Though an age-old dynamic, societal, cultural, technological and economic shifts have tilted the balance of influence largely toward the rights holders in the current era. As they become the driving force across all levels of sport, it’s important to look at why this has changed and how brands working in sport can adapt to the new landscape.
Key cultural moments in our calendars are now formed around events, from the Superbowl to Coachella, these mass gatherings provide the perfect opportunity to connect with consumers who you’ll know a few things about. But even armed with the knowledge of their approximate age, favourite sport, fashion sense and music taste brands still struggle to build a deeper connection around events. A crowded marketplace coupled with an impersonal approach is no longer good enough.
Brands shouldn’t focus on the execution but challenge themselves to understand the community and the landscape, and take a step back to think about what the audience really needs.
Amplify is lucky to work with some of the most forward-thinking, innovative brands globally and known for being both progressive and a leader in our industry. As we continue to pioneer 'breaking formats' it got us thinking and talking about 'building worlds' and 'creating culture' that lives beyond individual campaigns or sponsorship platforms.
Throughout our work, we draw as much influence from the culture and creative communities as we do from pioneering brands. Whether they are local or global, to be discovered or already iconic, we believe they lead the charge and can share valuable lessons for brands beginning or already established on their journeys.
Exploring the massive impact young audiences are having on sports fandom and culture. From the shifting consumption habits to the increasing cultural crossovers in fashion - brands who want to be relevant in the sports space need to be aware of how to present themselves to these younger audiences in a way that makes them relevant.
So you think you know gaming? Well it turns out gamers are a much more diverse group than you probably thought, with more women and older people playing than ever before. Delve into the emotional needs being met by gaming trends such as cozy, table-top and nostalgia gaming and examine the place of gaming at the crossroads of culture and worldbuilding.
