BRANDS SHOULD BE BETTER AT SPORT

We believe brands need to up their game. Sport needs them. Sport may be bigger and more important to us than ever before. But sport needs help. And that means we all need help.

Because sport is now the central meaning system from which we and those around us draw stories, archetypes and meaning. We use these universal cultural expressions to give us identity in an individualised, social-mediated world. Both for ourselves and others.

But as sport becomes bigger and more crucial, so do its issues. Access. Affordability. Discrimination. Exploitation. Mental Health. And much, much more.

Now is the time for brands to immerse themselves in the culture of sport. Time to develop the strategies and tools that help consumers maximise their sport experiences and build amazing brand affinity for themselves in the process.

Brands must culturally engage. Make a difference. Empathise and commit. Activate meaningfully.

As we all know, in sport you must train hard, have a plan and be part of a great team.

And that’s what we do. We train. We plan. We construct. Culture-first.

The team at CULTUREBALL has spent decades at the helm of some of the most significant native sport brands (e.g. Nike and the NBA) and the most successful non-endemic brands (e.g. Guinness and P&G). In partnership with the management research team at Birkbeck, University of London and an unrivalled network of sport and opinion leaders/influencers, it is our mission to help brands improve the sport experience of each and every participant and fan.