As I entered this module for the initial time, I believed I would be discussing some theories and, maybe understanding how brands engage sport and players to construct their image. Something I had not expected was walking out with so well-balanced, practical knowledge of what exactly sports marketing is—and how extraordinarily powerful it could be as a tool for shaping how we participate in sport, teams, and culture.
The last few weeks have been both eye-opening and inspiring. From deep dives into sponsorships and digital engagement to discussions about identity, fan loyalty, and media trends, I’ve genuinely enjoyed exploring the ever-evolving relationship between sports and marketing.
A New Perspective
What impresses me most is how sport is no longer just about what happens on the pitch, court, or track. The story has stretched so much wider than the final whistle. Brands have become vehicles for telling stories now, and sport gives them the perfect vehicle. It’s either by virtue of a memeable TikTok moment, a well-placed Instagram Reel, or a docuseries that gets doors opened, but the way that teams are engaging with fans has changed.
We kept coming back in class to the popularity of basketball in the UK—particularly the London Lions—and how they’ve been able to break through in a football-drenched market. What struck me was how they’ve developed their brand strategically, through social media and sponsorships, to not only gain fans, but create a lifestyle around their team. Their growth in European competition is something that we’ve caught a lot of, and it’s been a great indication of a modern, internet-aware sports brand stretching the boundaries and making waves.
What I Learnt
Yes, we were taught the technical frameworks—SWOT and PESTLE in particular—and while those did shape our minds, it was the practice in real life that brought it to life. The debates, live examples, and group discussions made the module interesting, current, and quite thrilling.
Learning about fan segmentation, social media campaigns, and influencer athlete power literally opened my eyes. Athletes today are less players than they are brands. And learning about the way sport marketers use that influence to create fan bases or launch new campaigns has made me enormously more aware of how things work behind the scenes.
Engagement is Everything
What I’ll take away most is how critical engagement has become. It’s no longer enough to just win games. Teams now have to entertain, connect, and constantly stay present in fans’ lives. From curated social content to experiential activations in real life, marketing is now about building emotion. When a team or athlete creates a moment that feels personal or exciting, that’s where loyalty is built—and loyalty is what drives everything in sports marketing.
The London Lions, again, were brought up a lot in our conversation for this very reason. They’ve managed to build a vibe that’s young, diverse, and contemporary. They seem like they belong online, not like something forced. That’s the kind of authenticity that builds long-term fan bases in this era.
Overall Experience and Future Aspirations
This module not only taught but also guided. I exit it with an even bigger interest in the sports world and how marketing has such a huge part to play in its future. It’s opened my eyes now to the sports I watch, the media I use, and even the brands that I come into contact with.
I also appreciated how the teaching accommodated individual reflection and observation. We were not merely being told how marketing operates—we were being challenged to imagine how we might be engaged with it. Whether or not I pursue a career in branding, media, or fan management, I feel that this module was a solid foundation upon which to build.
Final Thoughts
In retrospect, this module has truly opened my eyes to how the sports world is perceived. It’s no longer what goes on in the game itself anymore — it’s all the peripherals. The narratives, the personalities, the brand, the buzz on social media — that’s where the magic now occurs.
I’ve realized that sports marketing is not just about ticket and kit sales. It’s all about creating genuine connections with fans, delivering unforgettable experiences, and crafting the identity of teams and athletes. That’s what makes it exciting. The best part? I feel like I have barely scratched the surface. There is so much more to explore, and this module has given me a good foundation to keep building on. Whether I work in branding, fan interaction, or even production, I’m sure this experience will be etched in my memory.
The Autodidact Polymath 