The history of sports advertising and the best football commercials

Throughout history, advertising has evolved, transformed, and adapted to different contexts, times, and media. From the earliest print ads to today's digital campaigns, Advertising has continually reinvented itself to meet changing market needs.In this article, we'll see how advertising has found in the sports industry a perfect platform to market products and services, successfully capturing and making the most of its loyal and diverse audience.

Sports advertising is a marketing specialization that focuses on using events, athletes, teams, and sports media to promote products or services.. Take advantage of people's passion and loyalty for sports to establish emotional connections that drive sales. Through various strategies, brands seek not only to increase their revenue, but also to strengthen their image and create positive associations in the public's mind by supporting respected and admired athletes or teams.

When did sports advertising emerge?

Sports advertising traces its origins back to the 19th century with the first sponsorships of sporting events. However, it was in the 20th century that it truly took off, driven by the growing popularity of sports such as football, basketball, and baseball. In the 1920s, with the emergence of radio, the first promotions related to the broadcast of sporting events appeared. Pioneering brands such as Wilson Sporting Goods and Coca-Cola paved the way, with Wilson supporting golfer Gene Sarazen in 1923 and Coca-Cola sponsoring the Amsterdam Olympic Games in 1928.

The arrival of television in the 1950s revolutionized the field of sports advertising., allowing for the integration of ads both in the broadcast and in the stadiums themselves. A notable example from this era was the purchase of Sportsman's Park by the Anheuser-Busch brewery, which renamed it Busch Park. In the 1980s, the boom continued with the installation of sponsored screens in stadiums, the insertion of ads during games, and collaborations with athletes, thus consolidating the presence of brands in sports.

Impact of sports marketing on society

Sports marketing has a significant impact on society, extending beyond the commercial sphere to influence everyday life. Among the impacts that sports marketing can generate are:

• Positive associationBy associating products or services with athletes and sporting events, sports marketing encourages sports practice and healthy habits, inspiring consumers.
• Social cohesionSports teams and events create a sense of belonging and pride in communities, uniting people of different backgrounds and cultures. This emotional connection strengthens social relationships and promotes unity.
• Economic boost: Sports marketing generates significant economic benefits, attracting investments, sponsors and tourists.
• Reinforcement of brand values: Associating with sports allows companies to convey values such as self-improvement, teamwork, and dedication. These values strengthen brand image and increase consumer loyalty.
• Social awareness: Sports marketing allows us to address social issues such as gender equality, inclusion and diversity.

The impact of sports marketing on society is profound and multifaceted, proving extremely beneficial to the companies that choose and implement it.

The best football commercials in history

Soccer, being the most popular sport in the world, has inspired some of the most creative and memorable advertising campaigns in history. Among the most notable that have made their mark on history are:

• Nike – Brazil, at the airport (1998) This iconic advertisement shows the Brazilian national team having fun at the airport, capturing the team's joyful spirit, energy, and talent. It seeks to reflect the simplicity and joy that sport generates.
• Nike – The Cage (2002) For the 2002 World Cup, Nike created a street soccer tournament in a cage, where stars like Ronaldo, Thierry Henry, and Roberto Carlos compete in fast-paced, action-packed matches. This unforgettable commercial combines soccer stars with music and action, leaving its mark on history.
• Adidas – Impossible Team (2006) For the 2006 World Cup, Adidas created a highly creative advertisement where two young boys formed their team with the best players of all time.
• Nike – take it to the next level (2008) This campaign shows the perspective of a young soccer player rising through the ranks from amateur to professional leagues. It presents an immersive narrative, putting us in the player's shoes and showing us this arduous journey. It seeks to reflect the constant effort that the sport demands, along with the satisfaction that comes with perseverance and training.

Spanish football advertising stands out for its creativity and emotional connection. Among the most successful examples are campaigns like those of Atlético de Madrid, recognized worldwide for their excellence.

• Atlético de Madrid – Nun (2023) This campaign, winner of the CdeC award, shows how football and its passion touch everyone, regardless of their background. The ad features a nun with a deep passion for her team, highlighting how the love of football can unite people of all ages and walks of life.
• Atlético de Madrid – Taxi (2023) This Christmas campaign seeks to demonstrate the values and unity that football generates in society. With its final phrase, "Above Atleti, there are the values of Atleti," it shows us how football values community and principles above all else.

How to make sports commercials?

Create successful sports campaigns It requires a combination of creative and strategic factors and a deep knowledge of the sport and its audience.Some key factors to achieve this include:

• Deep understanding of the audience.
• Clear definition of the advertising objective.
• Selecting sports and athletes that align with the brand and its audience.
• Creating a powerful narrative that connects with your audience.
• Use of striking images and music.
• Incorporating the brand in a subtle way, without overshadowing the story.
• Distribution strategy of advertising across different channels.

In a world where advertising has become an essential tool for connecting with consumers, having the right training is essential for developing successful campaigns. At Miami Ad School, we train future advertisers to create impactful and memorable ads that connect deeply with the public.If you're looking for a place to study or continue your training in advertising, don't hesitate to contact us so we can inform you about our programs and help you excel in the advertising field.