”Good sports content needs both emotion and direction”

How do you create sports content today that both feels authentic and drives results?
– By starting with the context. Sport truly engages, but the content must be built on a natural connection between the rights, the target audience, and the partner's business. It's not just about being visible in sports, but about understanding why the brand has a relevant place there. When that connection is clear, the content feels authentic and has better conditions to create impact. Good sports content therefore needs both emotion and direction.

How important are data and audience insights when creating content today?
– Very important. Data doesn't replace creativity, but it makes it more targeted. Data and audience insights help us understand who we want to reach, what they care about, and how we can create content that is truly relevant. At the same time, numbers alone aren't enough. Sport is built on emotions, identity, and engagement, and we must understand that too. The best communication arises when data, creativity, and an understanding of the power of sports converge.

What does it take for sports content to create more than just reach?
– For sports content to create real value, continuity and a clear purpose are required. A partnership should not be seen as a one-off effort, but as a long-term marketing tool across the rights holder's channels, owned channels, and external communication. If you've invested in a right, you've also gained access to a context, a target audience, and content value. Then it's important to leverage it to its full potential. This often requires additional activation and production, but that's also where the partnership can create significant business impact.

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