2025’s biggest sports sponsorship plays reveal how brands can grow audiences by thinking beyond traditional visibility. From F1’s shift toward lifestyle storytelling to the NBA’s immersive, social-first fan experiences, and from Premier League broadcast partnerships to inclusive rugby community support, this year shows that engagement, culture, and values-driven investment are key to long-term audience growth.

When it comes to diversity and inclusion in motorsport, some believe that to be taken seriously, you have to scrub away all the “girly” associations; especially pink. In industries like F1, where raw power, speed, and macho branding dominate, the color pink is often dismissed as a cliché. But that’s exactly why pink in the context of something like F1 Academy is vital. (and fun) And it’s worth noting: even in Formula 1 itself, teams like Alpine running a pink livery has helpe

Formula 1’s partnership with Fortnite marks a strategic push to reach younger fans, expand its digital footprint, and evolve beyond traditional racing. By integrating F1-themed items and challenges into Fortnite’s vast gaming ecosystem, the sport turns visibility into active engagement. This move supports F1’s broader goal of becoming a year-round entertainment brand that thrives both on the track and across virtual worlds.