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The holidays are a time of rest, relaxation, and endlessly scrolling social media to avoid conversations with your weird cousin.<\/p>\n
For sports fans, that endless scroll is likely to include a hearty helping of content from the teams and leagues they follow\u2014or even some from the teams they hate, if the algorithm miscalculated.<\/p>\n
This year, Marketing Brew spoke with 10 teams and leagues from around the world to unpack their social media playbooks. Based on those conversations, here\u2019s what fans might expect to dominate their feeds in the future, plus lessons that other brand marketers can take away from the sports world.<\/p>\n
Video killed the static sports post:<\/strong> In the words of Charlie Widdoes, VP of content for the Brooklyn Nets, \u201cLet\u2019s start with TikTok, because where else would we start in the year 2024?\u201d<\/p>\n The Nets are the most-liked NBA team on the platform, and even have a dedicated TikTok content team, Widdoes said. They\u2019re not the only sports organization prioritizing the short-form video platform: The Chicago Bulls, New York Liberty, Seattle Mariners, and Major League Soccer are among the others that focused on TikTok growth this year.<\/p>\n \u201cWe think our on-pitch product will go toe-to-toe with anybody in the world,\u201d Zach Riggar, VP of digital marketing and paid media at MLS, told Marketing Brew. \u201cOur players are amazing, and TikTok really lends itself well to that.\u201d<\/p>\n MLS has also placed increasing emphasis on YouTube in 2024. Instagram Reels has driven much of Nascar\u2019s recent social growth, but regardless of platform, it\u2019s clear video content is a priority for teams and leagues headed into 2025.<\/p>\n Get to know you: <\/strong>Historically, sports organizations have relied on highlights to fuel their content machines. In the modern social landscape, though, player personality content now tends to take the cake.<\/p>\n That content includes off-court and off-field videos that give fans a glimpse of what players are like when they\u2019re not competing, from short clips where athletes weigh in on topics like their favorite style of pizza or the right number of pillows to sleep with to documentary-style videos that dive deeper into their lives. MLS, Manchester City, and the Nets all produce ongoing behind-the-scenes series about their players.<\/p>\n \u201cI look around the globe, and I look around at what our competitors are doing, and it\u2019s all the same thing,\u201d Michael Russell, Man City\u2019s head of production, said. \u201cWe\u2019re all trying to tell that story of players off the pitch.\u201d<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n Fashion show:<\/strong> Fashion and sports often go hand in hand, and fans are eager to see players\u2019 fits. In some sports, like football, basketball, and soccer, tunnel walks featuring athletes\u2019 game-day outfits are commonplace, and teams like the Washington Spirit capture those moments for social.<\/p>\n Even sports without tunnel walks have worked fashion into their social strategies. In the motorsports world, Nascar Director of Social Content Torey Fox said he\u2019s interested in working with creators who might be more drawn to the fashion around the sport than the sport itself, and Formula 1 hasn\u2019t shied away from posting the iconic outfits of soon-to-be Ferrari driver Lewis Hamilton on its official account.<\/p>\n Long live the mascot:<\/strong> In some cases, team mascots have become known for their impeccable fashion sense. The Liberty\u2019s Ellie the Elephant is renowned for her drip and is a mainstay on the team\u2019s social profiles. She also has her own accounts, as does Benny the Bull, who has helped the Bulls reel in more than just die-hard fans, according to VP of Content Luka Dukich.<\/p>\n \u201cBenny\u2019s following on TikTok is very different from the Bulls\u2019 following on TikTok,\u201d Dukich said. \u201cThey don\u2019t really care as much about the game the night before; they care about Benny and his hijinks and what he\u2019s doing.\u201d<\/p>\n In the minor league baseball world, the Hartford Yard Goats regularly post about their mascots, Chew Chew and Chompers. With brands like Pop-Tarts also embracing mascots, it\u2019s possible that marketers outside sports might be lining up to work with Benny, Chew Chew, and Chompers\u2014although it looks like McDonald\u2019s and Grimace might already have Ellie\u2019s number.<\/p>\n Meme(ento mori):<\/strong> Memes are a more divisive topic among sports social media marketers. Some teams, including the Mariners, the Yard Goats, and the Nets, are all for sharing meme content. Others, like MLS, generally \u201ctry to stay away from it,\u201d Riggar said. Many agreed that meme content shouldn\u2019t be forced, but when it\u2019s relevant, engaging with broader cultural conversations can be fruitful.<\/p>\n \u201cI\u2019ve tapped into music heavily with my captions, and even with the content that we\u2019re producing,\u201d Liberty Social Media Coordinator Charlie DeSadier said. \u201cI did the Drake versus Kendrick Lamar thing during our media day, which performed really well\u2026It reached that pop culture fan base outside of just the Liberty fan base.\u201d<\/p>\n<\/div>\nGet marketing news you’ll actually want to read<\/h5>\n