Storytelling, a phenomenon spreading to the sports world

The world of sport is, without a doubt, a fascinating and exciting spectacle. Every play, strategy, gesture, triumph or defeat contains a story that deserves to be told. These sports stories have the power to evoke a wide range of emotions in spectators, from joy to sadness, anger to pride. What makes these stories even more impactful, however, is the phenomenon of storytelling, which makes them a strong link between brands and people. But what exactly is storytelling and why has it become a growing trend in the advertising world? Storytelling is based on the ability to tell stories that focus on the product or service a brand offers. However, it is not just any story; there are key requirements that must be met for these stories to be effective:

  • Show the brand’s values: a brand’s personality is essential to humanise it and give it depth. This allows the brand to connect more meaningfully with its target audience.
  • Appeal to emotions and feelings: Like brand personality, the ability to convey emotions is crucial. This not only creates a special connection between the audience and the brand, but also increases information retention.
  • Avoid direct product promotion: The most effective stories do not focus directly on the product or service being sold. A classic example is Apple’s 1984 ad, widely considered one of the best ads ever.


The Power of Storytelling in Sport

In the context of sport, storytelling takes on a unique dimension. Instead of focusing on the product, it is about showing the most human moments of teams, athletes and even ordinary people, capturing their personal essence. This strategy seeks to inspire viewers and transcend the traditional focus on product to excite and impress audiences.

Social media plays a key role in disseminating these stories. Therefore, it is essential to adapt content to digital platforms to connect more closely with the audience. This involves establishing a two-way communication that makes viewers feel part of the story.

An emblematic example of storytelling in the sports world is the Nike brand. They pioneered this strategy by creating an ad that commemorated Michael Jordan’s career. Interestingly, they did not mention the brand until the end of the advert, where the logo and slogan were included for a few seconds. This strategy was revolutionary at the time, as most advertisements focused on direct promotion of the product or service. Nike came to the conclusion that what really made an impact on consumers and built brand image was telling a unique and special story. For this reason, to this day, Nike’s advertising is characterised by inspirational storytelling.

Whether for sports brands or any other type of brand, storytelling must become a fundamental part of your advertising strategy. The art of storytelling is essential for people to genuinely connect with the brand, leaving a lasting impression in their hearts and minds. In the world of sports, storytelling becomes a powerful tool for transforming athletic feats into moving narratives that transcend the simple game.