The sports industry was front and centre at last year’s Festival, with women’s sport emerging as a hot topic both onstage and in the winning work.
According to Deloitte, in 2024, revenue projections for women's sports surpassed $1bn globally, meaning it’s a sector full of opportunity.
The sports marketing industry will reach $260bn over the next 10 years. We need to raise the standard.
Louise Johnson
CEO
Fuse International
2024 Entertainment Lions for Sport Jury President
What did Lion-winning creativity look like in the sports arena in 2024?
OLIVEIRA DOS CEN ANOS
Entrant: Real Club Celta, Vigo Brand: Real Club Celta Award: Gold, Entertainment Lions for Sport
Objective: Reconcile with its fanbase and increase season ticket holders as the club entered its second century.
Impact: The film amassed 2m views in the first 10 days after launch and resulted in thousands of people being left on the membership waiting list.
'Til It's Done
Entrant: Ogilvy Australia, Melbourne Brand: Football Australia Award: Bronze, Entertainment Lions for Sport
Objective: Grow brand love for the Matildas, counteract bias surrounding women’s sport and grow interest, participation and government funding in women’s sport.
Impact: Campaign awareness reached 61% recall and contributed to AU$200m in government funding. The campaign contributed to positive brand health metrics, including becoming Australia’s favourite national team. And for the first time, the Matildas kit outsold the men's kit 3 to 1.
We Gave The World an Original, You Gave Us a Thousand Back.
Entrant: Johannes Leonardo, New York Brand: adidas Award: Bronze, Film Lions
Objective: Reintroduce adidas Originals to younger consumers looking for brands with substance over commercial hype.
Impact: The film was the highest-performing and most watched content for @adidasoriginals of all time with 1.6bn views and contributed to the Samba winning Shoe of the Year for 2023 – adidas Originals’ first win since 2016.
Turf Finder
Entrant: Leo Burnett, Mumbai Brand: Gatorade Award: Gold, Creative Data Lions
Objective: Increase product demand in India by solving the lack-of-space issue preventing people from playing sports.
Impact: More than 150 new locations were identified by map tools, and Gatorade was sampled and consumed by over 100 people at every drop.
Watch last year’s Jury outline what they are hoping to see in this year’s winners
“When you use sports IP and talent in creative, it's effective not only for a sports audience but a mass audience.”
Louise Johnson Global CEO, Fuse
2024 Entertainment Lions for Sport Jury President
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