Dan Wood, managing director of Creative Futures UK at EssenceMediacom, looks at how broadcasters can learn from advertisers for the big games
As the world gears up for the UEFA Champions League final on Saturday, all eyes will be on the pitch for 90 electrifying minutes as Paris Saint-Germain and Inter Milan battle for European Glory.
But for broadcasters, the real game is played outside that hectic hour and half.
This is more than just a match. It’s a golden opportunity to create immersive, memorable experiences that capture global attention, draw in new audiences and keep fans engaged long after the trophy has been lifted.
By listening, working with and learning from advertisers, broadcasters have the chance to turn fleeting moments into lasting connections. Through a blend of sport, storytelling and smart technology, they can score big both on and off the field.
Changing sponsorship
The landscape of sport sponsorship is shifting rapidly, driven by how fans now engage with the game on their phones, through video, social media, and shared cultural moments. Fans are no longer passive viewers – they’re content creators and social sharers, who expect a multidimensional experience.
This goes for sport sponsorship too. The days of simply having ads alongside the match are over. It’s no longer about where your brand appears, but how it shows up. Relevance by association is giving way for a sponsorship that is no longer just about renting a space in the culture but co-creating it.
And broadcasters are in a prime position to lead this evolution.
Beyond the match
Last year, UEFA estimated 450m people watched at least part of the Champions League final – but that is just scratching the surface. Sports fandom has evolved into a broader cultural experience, where music, entertainment, and lifestyle all play a role. Much of the content fans engage with happens off the pitch, and the fan journey begins well before the kick-off and continues long after the final whistle.
The broadcast offering needs to reflect this. If broadcasters want to keep fans tuning in, they need to work with brands to find ways to tap into these moments; when emotion is high, excitement is contagious, and the spirit of the game creates powerful opportunities for meaningful connection.
This is where broadcasters can work with brands to develop content that supports the full fan experience. It will also generate brand opportunities to get involved outside traditional ads. Think exclusive fanzone content, sponsored player interviews, creator collabs, interactive watch-alongs, and snackable social content.
Creator power
Because where your content lives matters. It’s no longer just about what’s on the screen; over 60% of sports fans turn to social media for their non-live content, according to Hub Research.
Broadcasters need to start thinking like creators and platforms, not just producers, and work with advertisers to build content that’s made for social and designed to be shareable.
Consider how you can partner with creators to generate new sports formats. It is the true intersection of sports and culture, pulling in viewers who wouldn’t necessarily tune in for traditional matches.
Look at YouTube stars Sidemen who not only sold out Wembley with their charity football match, but attracted over 14m viewers to the live stream – over twice that of the Carabao Cup final.
This trend is also behind the success of Netflix’s controversial Logan Paul vs Mike Tyson fight, the most streamed sporting event in history, and the launch of the new Baller League with Sky.
Longer lifespan
The convergence of entertainment and sport continues to create new touchpoints for brands to get involved, and broadcasters need to be ready to capitalise on the content opportunities it offers.
Last year’s Champions League final kick-off show from Pepsi, which saw Lenny Kravitz perform at Wembley, is a poignant example. While only 90,000 people experienced the show at the stadium, the video footage continues to live on, attracting over 19m views on YouTube.
Looking at sport broadcasting through an entertainment lens can give content a longer life span and wider reach. People might not rewatch the match, but can return to the key moments, interesting commentary or exclusive behind the scenes footage that brings a new perspective to the sport.
Learn from brands
Broadcasters can also take inspiration from brands that have moved beyond logo sponsorship to find more impactful ways to get on fans’ radar.
Think what PlayStation did last year, transforming iconic London locations into interactive gaming hubs. Fans had a chance to try out games including a giant PlayStation themed pinball to win prizes, including much coveted tickets to the final.
Heineken, on the other hand, championed the overseas fans who couldn’t join the festivities surrounding the match due to time zone differences by bringing its trademark beery celebrations to pop-up fan zones in 24h laundromats in Asia – some of the only places open in the early hours of the morning when the match was on.
It’s about giving fans something that adds new value to their experience, heightening the excitement and making it memorable.
Value over visibility
The Champions League final is a major sporting moment, but the opportunity for broadcasters and advertisers stretches far beyond the 90 minutes on the pitch. As sponsorship moves from static displays to dynamic storytelling, the real value lies in creating content and experiences that enrich the entire fan journey.
Today, success isn’t measured by visibility alone but by connection, conversation, and cultural impact. Now’s the time for broadcasters to think bigger, collaborate smarter, and turn their rights into relevance.
Dan Wood is managing director of Creative Futures UK at EssenceMediacom
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