The roar of the crowd. The tension of that final set tiebreaker. The unpredictability of a Test match unfolding over five days. Whether it’s the atmosphere of a stadium, or a packed lounge room, live sport remains one of the last true appointment television viewing experiences. The numbers from this summer prove it once again.

The 2024-25 cricket and tennis seasons have been nothing short of phenomenal for Australian TV networks. Seven’s cricket and Nine’s tennis reached around 30 million people combined: a staggering feat in an era of fragmented media consumption.

The Big Bash League (BBL) delivered its best numbers in five years, the Australia vs India Test match alone reached over 13 million viewers on Seven, and the showdown between Australia and England was the most-watched Women’s Ashes Series ever. Foxtel and Kayo reported record numbers for Test cricket and BBL, further cementing sport’s dominance across both free-to-air and subscription platforms. Seven’s Saturday horse racing coverage continues to go from strength to strength.

And it’s just getting started. With the NRL and AFL seasons fast approaching, sport remains a massive drawcard for Australians, it’s the most powerful weapon in a marketer’s arsenal. But a key question isn’t just about why sport matters: it’s how brands can leverage it in a way that delivers meaningful results.

Sport is unmissable, which is why it works. There are few remaining “must-watch” moments in television, but sport is still at the top of the list. Unlike dramas or reality shows, live sport isn’t something audiences watch on catch-up, it’s one of the last in-the-moment experiences for us. That means engaged, focused audiences who aren’t skipping ads or (hopefully not) scrolling through social media instead of paying attention.

The opportunity to reach millions of Australians in one hit, in an environment that commands full attention, is becoming increasingly rare across media landscapes. Sport is a unicorn (the same is sort of true for live news, but it isn’t always as friendly an environment for marketers). And the emotional connection audiences have with sport – the highs, the lows, the tribal loyalty – creates a powerful platform for brands to integrate meaningfully.

Go deeper

For those investing in sport, it’s not enough to just slap a logo on a jersey as part of a sponsorship deal and call it a day. The smartest brands find ways to deepen their connection to the sport and the audience.

One of the best examples is Harvey Norman, which for a long time has embedded itself deeply in the sports it sponsors. Think NRL, AFL, Magic Millions and many more. It invests serious money in the sports (including at the grassroots level) and it consistently and effectively promotes it investment/support to its customers.

Marketers using sport need to look beyond the ad break. Yes, TV spots work brilliantly during live sport, but the real value is in integration. Custom segments, branded content, or in-game activations will bring brands into the sporting conversation rather than just sitting in the ad slot.

Then there’s leveraging multi-platform reach. Sport is no longer just about TV; it extends across digital, social, streaming, you name it. The best campaigns connect the dots across all these platforms, ensuring that the brand message follows fans before, during and after the game.

Some of the most effective brand campaigns don’t just align with a sport but with its heroes and narratives. This is where the athletes and their stories come into play. Audiences connect with the athletes and the moments that define a season or competition. Smart brands use player partnerships, behind-the-scenes content, and storytelling to deepen engagement, and to align their values with the right players.

Paywall problem

But it’s not all power and prestige. One growing concern for both audiences and marketers is the increasing shift of premium sport behind paywalls. While platforms like Kayo, Optus Sport, Stan Sport and Amazon have their good points, the danger is that live sport – once a shared, communal commodity – can become fragmented when it’s chopped up behind paywalls. Or worse, only people who are willing to pay will be able to see some sport. Remember that the anti-siphoning list doesn’t cover everything and the Federal Government doesn’t quite get the need to tighten it in a connected TV world.

For brands, this presents a challenge. The broad reach of free-to-air sport remains crucial, and if too much sport disappears behind paywalls, marketers risk losing one of their most effective mass-reach opportunities. One of the reasons for the declining interest in rugby is the fact some of its games are behind a paywall (the Wallabies’ disappointing performance hasn’t helped either).

While subscriptions to the paid streaming platforms continue to grow, nothing beats the power of a Grand Final, a Boxing Day Test, or an Australian Open final airing live and free to millions. Sporting bodies should think twice before they jump at the money being offered by paid streaming companies: access to all sport is important for all Australians.

Live, kicking

The momentum behind live sport isn’t slowing down. We all saw or knew the result of Super Bowl LIX. We know the NRL and AFL seasons are on the horizon. And then there is Supercars, hockey, basketball, swimming, even football (well, when the Matildas or Socceroos are playing). So, the opportunity for brands to align with premium sporting content is as compelling as ever than ever.

But being part of sport isn’t enough. Brands need to activate, integrate, and innovate. Those who do that will reap the rewards of an audience that is engaged, passionate, and ready to connect.