Sports Marketing
Emerging Trends In Sports Marketing : What Do They Mean For Your Brand ?
By Richard Wanjohi
Investment in women ’ s sports across Africa is expected to reach $ 1 billion by 2025 , fueled by rising sponsorship deals and media coverage . Notably , the number of female athletes participating in competitive sports has increased by 40 % in the last five years . This growth is driving greater visibility and support for women ' s leagues and events , particularly in football and athletics .
Emerging trends in sports marketing in 2024 have been reflecting the dynamic shifts in technology , fan engagement , and commercial opportunities across both developing and advanced countries . While there have been common trends across markets , the approaches and opportunities have been varying based on economic development , digital infrastructure , and the maturity of the sports industry .
Sustainability and Social Responsibility - Heineken ’ s “ Greener Bar ”
Sustainability has become a key pillar in sports marketing in developed markets . Brands , leagues , and teams have been actively promoting environmentally responsible practices , such as carbonneutral stadiums , eco-friendly merchandise , and campaigns addressing climate change . Consumers have been increasingly expecting sports organizations to demonstrate a strong commitment to corporate social responsibility ( CSR ), including diversity , equity , and inclusion ( DEI ) initiatives .
In 2021 , Heineken launched its " Greener Bar " initiative as part of its broader sustainability strategy to reduce environmental impact across its operations . The project aimed to create eco-friendly bar setups at large events , showcasing innovative ways to lower carbon emissions and waste while providing a sustainable experience for customers .
Heineken faced the challenge of maintaining the festive atmosphere of events while significantly reducing the environmental footprint of their bars . The goal was to address both waste generation and energy consumption at a time when global demand for sustainability was on the rise .
The " Greener Bar " was designed using a series of sustainable practices and materials . Key features included :
• Sustainable Materials : Furniture and bar structures were made from recycled and reusable materials , reducing waste typically associated with single-use event setups .
• Energy Efficiency : Energy use was optimized through solar panels and LED lighting , reducing electricity consumption .
• Water Efficiency : The bar integrated water-saving measures , including efficient taps and systems to reuse rainwater .
• Waste Management : Waste reduction was achieved through recycling programs , reusable cups , and composting food waste .
Heineken reported that its “ Greener Bar ” concept reduced waste and energy use by nearly 30 % compared to traditional setups . The initiative also received positive feedback from customers , as more consumers are increasingly aware of sustainability issues . By linking the initiative with Heineken ’ s wider commitment to achieving carbon neutrality by 2030 , the “ Greener Bar ” also strengthened the brand ’ s position as a leader in sustainable practices within the beverage industry .
In developing markets , sustainability initiatives are often tied to community development and social impact projects . Sports marketing campaigns focus on how sports can drive social change , such as empowering youth , promoting education , and fostering local economic growth . Brands are aligning themselves with causes like health , education , and poverty reduction , using sports as a vehicle to engage with communities .
Women ’ s Sports Growth - Africa ’ s Women Rugby 7s
The rise of women ’ s sports has been a universal trend in 2024 , driven by increasing viewership , media coverage , and investment in both developing and advanced countries . Sponsorship deals have been increasingly targeting women ’ s leagues , teams , and individual athletes , recognizing the untapped potential of the women ’ s sports market . Brands have also been incorporating gender equality messages in their campaigns , making this an important focal point in sports marketing .
In 2024 , African women ' s rugby saw significant growth , with Rugby 7s emerging as a leading platform for female athletes across the continent . The success of African teams at international tournaments , combined with increased investment in grassroots development , helped elevate the sport to new heights .
Women ' s rugby in Africa has historically faced several obstacles , including limited funding , lack of infrastructure , and inadequate media coverage . Many teams continue to struggle with professional development , and opportunities for international competition are scarce . Additionally , the sport is often overshadowed by men ' s rugby , which traditionally received more support and
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