1、Connecting with Fans and Athletes in an Always-On Sports Culture2026 Giant Trends in Sports MarketingGiant Trends is a different kind of trend report:one that looks at what real people are doing and what we,as marketers,can do to respond and connect.Our mission is to provide brands with the building

2、 blocks they need to craft stories that attract,captivate,and grow.Now were applying that approach to sports marketing in America.From athlete personality plays to 24/7/365 sports obsession,the sports and athletics landscape is rich with opportunity to create meaningful relationships between your br

3、and and sports fans.This report covers key trends in athlete-as-brand,the rise in popularity of more niche sports,the emerging ethical debate surround gymfluencers,and the growth of athletic communities like run clubs.Were here to help sports-and athletic-related brands hit their goals with clear to

4、ols for their marketing toolboxes:We call these“storytelling imperatives.”When leveraged strategically,we believe that this report will prove an invaluable resource to brands across the sports and athletics industry.Let us help you be giant.John KikerPresident,Medium GiantDiscoverGiant Trends,Tell G

5、iant Stories22026 Giant Trends in Sports MarketingLetter from the President04|Methodology05|The Player,Not the Game10|Leveling the Playing Field15|Sports Obsession20|Beyond the Pros25|Credits+Final WordsEach microtrend impacts the industry as a trend that scales,a trend that streamlines,a trend that

6、 reshapes,or a trend that impedes.Determining the shapes that trends take as accelerators,adapters,disruptors,and obstructors enables us to categorize the more than 30 microtrends into four Giant Trends.AcceleratorsTRENDS THAT SCALEAccelerators generate momentum,expand opportunities,and scale succes