From Kickoff to Conversion: Building Sports Campaigns That Drive Results

Sports marketing has long been associated with massive TV buys and multimillion-dollar sponsorships. But there are smarter ways to reach passionate fans.

That’s exactly what we explored in our latest webinar, From Kickoff to Conversion: Building Sports Campaigns That Drive Results, where we showed how brands can create high-impact campaigns using premium sports audio—from planning around the sports calendar to choosing the right content, creators, and activation strategies for their goals.

Isabel Blake, Senior Manager of Content Marketing at SiriusXM Media, sat down with Adam Marks, Sports Sales Director at SiriusXM Media, and Juliette Ferrara, Automotive Head of Industry at SiriusXM Media. Together, they explored what successful sports campaigns actually look like today, how audio can help brands connect with fans beyond game day, and what it takes to turn that engagement into measurable business results.

Ready to dive in?

And if you’re short on time and just want the quick hits, we’ve got those, too. Check out some of the biggest takeaways from the conversation below.

Sports is bigger than game day

“I think the biggest difference that I'm seeing in how brands are approaching sports marketing is that sports is becoming much more mainstream. So it goes beyond just game day. It goes into all the talk in and around sports. It goes into the athletes who have 2M followers on Instagram…and are saying, ‘Okay, let's create a podcast.’ And I think what's happening is the brands that want to align with those athletes are seeing the sports angle, but also beyond the sports angle. And there are a lot of ways to connect with them and create that passion alongside them instead of just on game day.” – Adam Marks

Build around everything that happens because of the game

“Our recommendation to brands and advertisers is to really reframe the question and stop asking, ‘How do I own this specific game?’ and instead start thinking about a holistic sports strategy and asking themselves, ‘How do I build around everything that happens because of this game, because of the season, because of these events?’” – Isabel Blake

Consistency helps brands stay part of the conversation

“You really need consistency of message, but also presence—consistency of presence—and making sure that you're staying in those conversations wherever they're happening.” – Juliette Ferrara

Don’t assume sports is out of reach

“Don't be afraid to get involved. Don't think that you can't be involved with the NFL or, ‘We can't do March Madness.’ I talk to hundreds of brands a year, and it is everybody from the ones that have millions of dollars to the ones that have $50K. Just have the call, have the conversation. And if we can't do it, you'll know. But don't be afraid to ask because, I'm telling you, you'd be shocked at the stuff you can do, especially with all the content we have.” – Adam Marks

Sports audio can deliver results across the funnel

“About 69% of SiriusXM listeners who were exposed to this campaign actually told us that they were planning their next vehicle purchase within the year. And then the campaign saw a 34-point lift in brand favorability and a 31-point lift in purchase consideration. We have this conversation a lot in automotive. I think it is well accepted that audio can drive tons of awareness, maybe even into mid-funnel consideration and purchase intent metrics. But a lot of my partners are surprised that the technology now exists to be able to prove out those actions lower and lower into the funnel.” – Juliette Ferrara

Build around the fan—not the channel

“Think beyond game day. The big tentpole events are big, and they are important, but they are not all that’s available when it comes to creating a sports marketing strategy. That opportunity starts and ends long before and after the events actually take place. Remember to build around the fan and how they're experiencing fandom and sports, and not the channel. Start with the audience and where they’re listening or tuning in and looking for content, and build your media strategy around that.” – Isabel Blake

Sports fandom doesn’t start at kickoff and disappear when the final whistle blows. It’s a year-round experience built on anticipation, conversation, analysis, culture, and community.

For brands, that means the opportunity is bigger than owning a single game. With the right combination of content, audiences, timing, and platforms, audio can help brands build around the moments fans care about and turn that passion into measurable impact.

Ready to build a sports strategy that goes beyond game day? Let’s talk.

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