How brands including Paddy Power and Irn-Bru are leveraging sport to stand out

This approach not only ensures high engagement but also enhances brand recall. Testing on Kantar’s LinkAI tool showed the ad scored in the top 17% for impact, top 22% for enjoyment and top 26% for branding.

Irn-Bru ‘Mannschaft’ by Leith

Irn-Bru’s early bid for the top Euros ad capitalizes on cultural stereotypes and humor to ensure it cuts through the noise. “Irn-Bru excels in consistent cross-channel media campaigns, with successful digital ads that seamlessly integrate with other media channels and are expertly adapted for online platforms. The spots dial up the emotion and grab attention from the start,” says Mary Lumley, client manager at Kantar.

The impact is evident, according to the market research company, with 56% of consumers stating that the ad increases their excitement for the sporting event and 43% saying it makes them more likely to watch it. When tested on LinkAI, the ad scored in the top 1% for both distinctiveness and humor and ranked in the top 8% for watchability.

EE ‘Hate. Not in My Shirt’ by Saatchi&Saatchi

EE’s multi-million-pound integrated Euros campaign is aimed at combating all forms of online and offline hate. The campaign called on the nation to be ‘proud supporters’ during the summer tournament in Germany.

The campaign was based on a YouGov survey commissioned by the brand that revealed 61% of the public have personally experienced hate in their daily lives over the past year, with racism (42%) being the most prevalent form. Additionally, 60% believe more can be done to address societal hate in the UK.

In response to these findings, EE is encouraging the nation to stand together and challenge hate in football.

Dove ‘Something Greater’ by Irresistible Studios

Directed by award-winning commercial director Christopher Ranson, this Dove ad featuring Thierry Henry diverges from the typical high-energy football ads by focusing on the benefits of self-care and promoting progressive masculinity.

This strategy helps the brand maintain a unique position in the market, connecting personal care with purpose. The ad performed exceptionally well using LinkAI, scoring in the top 16% for branding, top 12% for meaningfulness and top 21% for brand power.

Currys ‘Beyond Techspectations’ by AMV BBDO

This Currys Euro 2024 campaign aims to maintain focus on the brand’s tech leadership amid the distractions of the tournament. The humorous and well-branded ad reinforces Currys’ market position while keeping customer needs at the forefront.

Budweiser ‘Bring It Home’ by Revolt

As the official beer of the England football team, Budweiser has teamed up with 1966 World Cup winner Geoff Hurst for its promotional campaign for the Euro 2024 Championship. The AB InBev brand has redesigned its can, featuring the words “Let’s bring it Home” embossed on the side alongside a Three Lions crest.

Additionally, the can includes an inscription of a blessing from Hurst, complete with his signature. Approximately 12m cans will be produced for fans during the tournament.

In conclusion

As these examples demonstrate, successful sports advertising combines a deep understanding of the event’s emotional tone with humor, strong brand connections and a willingness to challenge stereotypes. By leveraging these strategies, brands can create memorable campaigns that resonate with audiences and drive long-term brand growth.