The Managing Director of M&C Saatchi Sport & Entertainment in Amsterdam explains why big-ticket sporting events still have a huge appeal despite the divided attention of audiences.
Photo: Rebekka Mell
A big part of the allure of sport is its inherent drama. “Being a fan is hard,” observed Toan Ravenscroft, as the England team rose to the UEFA Euro 2024 final, only to meet defeat. “You’re passionate about your team. You pour your heart into rooting for them. Then they lose – and you’re gutted. But you still go back and do the whole thing again.”
It's fair to say that as a self-confessed fanboy and MD of M&C Saatchi Sport & Entertainment in Amsterdam, sport plays an outsize role in Toan’s life. But he’s not alone. People – and brands – can’t get enough of sport. Even in today’s media environment, where streaming and social media draw millions of eyeballs, events like the Olympic Games have the power to stir up a fervor over broadcasting rights and sponsorship deals.
Is the “live moment” still magic? Toan answers with an emphatic “yes.” He continues: “While Gen Z and Gen Alpha consume media in a very different way, and might prefer to simply watch the highlights, there’s no doubt that big, live events can still bring people together around a screen.”
Uniting cultures
The Olympics feature a number of niche sports that might not attract huge viewing figures on their own: water polo, let’s say, or archery. Once again, it’s the thrill of competition that draws the public. “With the Olympics, you’re rooting for your country. You’re counting medals. So if Team GB has a chance to win a Gold in pistol shooting, then I’m probably going to tune in.”
The patriotic spirit works for brands too: the NatWest bank in the UK sponsors Team GB, for example.
There’s also a cultural aspect. When Toan moved to the Netherlands from the UK, he discovered that sports like speed skating are massively popular with Winter Olympics viewers there. Similarly, M&C Saatchi Sport & Entertainment has worked with the FIVB (the Fédération Internationale de Volleyball) – and in fact volleyball is one of the most popular Olympic sports thanks to its following in countries like Brazil and China. “It’s important to look beyond your own narrow cultural perspective.”
Indeed, one of the most attractive values of the Olympics is its ability to unite people around the world.
The social shift
Aside from sporting events, we know that sports stars are magnets for brands. There have always been icons in sport, but presumably this has been further exaggerated by social media? “There’s definitely been a shift in terms of people being fans of stars, not just teams,” confirms Toan. “When Lionel Messi moved to Inter Miami last year, he took a whole load of fans with him.”
On social media, the personal touch has added a vital new dimension. “Stars who are savvy are connecting, engaging, replying…and that gives the fans an incredible intimacy with them. The relationship has become more peer-to-peer than top down. It’s no longer the idolization of remote figures. I remember years ago bumping into a football team at an airport, and being blown away by the opportunity to see them in real life and talk to them. But I think now the expectation from fans is that the relationship is more one-to-one.”
He cites England and Real Madrid football star Jude Bellingham as an example. “Beyond what he does on the pitch, because of the way he carries himself and what he represents, he’s a true role model for kids, for parents – and for brands. He’s someone you want to buy in to.”
With a British father and Guyanese mother, Bellingham has spoken out against racism in football and is aware that he represents diversity in the sport. Significantly, says Toan, he typifies the new accessibility of sporting heroes. “His Instagram messages are open. I can reply to one of his Instagram stories. Fan community access to talent is so much more direct and democratic – and this represents an opportunity to connect in new ways.”
So can we assume that sponsors gravitate to stars who know how to interact with their fanbase on social media? “I’d certainly say it plays a role in the decision process around which talent we work with. You have a list of criteria, and their ability to act almost like a media channel for you is bound to count in their favour.”
Fan community access to talent is so much more direct and democratic.
A more inclusive field
He emphasizes that the best sponsorships are actually partnerships: a seamless fit between the brand and the personality. “The question is: how can we work together to build something that aligns with all our values. It’s not just a ‘buy in’, it’s far more nuanced than that.”
Despite the “starification” of sports, brands don’t neglect teams or tournaments, he adds. One of the agency’s major clients, Heineken, sponsors UEFA as well as Netherlands football team captain Virgil Van Dijk. It’s notable that Van Dijk also represents diversity in sport. In Heineken’s ad earlier this year praising “the real hardcore fans” – as opposed to hooligans – he appeared alongside retired female England team player Jill Scott.
In other words, brands are well aware of the need to support a more inclusive sporting environment.
“It’s been a huge step change,” Toan agrees. “As an agency built on understanding fan communities we were alive to it, particularly in our support of women’s sports. But in the end it’s just a reflection of what’s going on in society – and the smartest brands have always been in tune with that. It’s not only the right thing to do, it’s an opportunity. When those two things are in sync everyone benefits.”
The true key to sponsorship success, however, lies with the fans. “You should always try to see into the hearts of the fans. ‘What do the fans want?’ That’s where the magic happens. If you focus on that and then bring the brands in behind it, you start to get into a really good space.”