New data from the Experience Institute points to something many already recognize: companies can achieve significantly greater impact when communicating through a sports club than through their own channels.
This isn't just due to the content itself, but because the relationship already exists – with the club, the colors, the players, and the matches. When a brand communicates through a club, it enters a context where attention, engagement, and the relationship are already established. This completely changes the conditions for how the message is received.
The difference, therefore, isn't just about reach, but about impact. In a brand's own channels, content competes with everything else in the feed. In sports channels, however, it becomes part of a context that people actively seek out. This means more people stay, react, and actually absorb the message.
For brands, this presents a clear opportunity. But it also requires a different approach. It's not enough to simply post the same message through a club. The content needs to be adapted to the target audience, the context, and how communication works in that specific environment. That's where the impact is determined.
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