More Than the Game: Earning a Place in the Fan Conversation

By Becky Johnson, Advertising Week Writer & Podcast Host

Fandom continues long after a game or television episode ends. In our Advertising Week New York session, “More Than the Game: Building Brand Connections Across Sports Culture,” Spotify, WPP Media and YouTube TV discussed how brands can become part of those ongoing conversations by offering something fans value.

Ann Piper, Head of Sales for the Americas at Spotify, moderated the discussion with Angela Steele, Chief Client Officer, U.S. at WPP Media; Wes Harris, Director of Marketing for YouTube TV at Google; and Juliet Litman, Director of Talent and Operations at Spotify Podcast Studios. The panel explored how sports, entertainment and podcasts connect, and what makes a brand welcome in those communities.

Angela opened by describing fans as participants whose interests extend into trading cards, wagering, tailgates and community activities. That behavior requires brands to think beyond visibility and consider what their involvement contributes.

“Brands have to shift from just being visible and showing up to creating value and being valued by these fans,” Angela said.

Angela pointed to Ally Financial’s investment in women’s sports. The company committed to equal spending on men’s and women’s sports media, and worked with CBS to help bring women’s soccer into prime time. For Angela, the example showed how a sponsorship could support athletes and improve the experience for fans while building credibility for the brand.

Juliet described a similar appetite for participation among reality television audiences. Viewers follow personalities and storylines beyond the episode, then turn to familiar podcast hosts to discuss what happened.

The same pattern shapes sports coverage. Juliet said The Ringer aims to be there when fans want to hear trusted voices, including the morning after a game, and that sports and reality television have more in common than advertisers might expect.

For Wes, those days between games are central to marketing NFL Sunday Ticket. Fans seek matchup reviews, injury updates, fantasy advice and previews throughout the week, increasingly turning to podcasts and creators for that coverage.

YouTube TV’s partnership with Bill Simmons and The Ringer began when Sunday Ticket moved to YouTube and YouTube TV in 2023. Wes said Bill’s reach mattered, but his established relationship with listeners was particularly important when asking fans to pay for a premium product.

“He built this connection with his audience and a trust with his audience that we really wanted to be part of,” Wes said.

The partnership developed a recurring “Chief Multiview Officer” segment around the product’s ability to display multiple games at once. Bill’s recommendations about which four games to watch gave the feature a role within his existing football conversation.

Wes said the approach worked better than interrupting a show with a separate message. Juliet added that the segment fit Bill’s established routines and gave listeners something useful as fans.

Video has opened additional opportunities to build those connections. Juliet said The Ringer had expanded from no video shows to more than 50 a week over roughly three years, giving audiences another way to get to know hosts and discover their work through clips.

That expansion also creates more options for advertisers, from graphics to set integrations and behind-the-scenes content. Live events offer another point of connection, allowing creators to hear directly from audiences about the episodes and recurring segments that matter to them.

Asked how brands should choose a partner, Angela returned to the relationship between the brand and the audience. WPP Media has brought sports, entertainment and strategy together as one team, Angela said, so audience insights can inform decisions earlier.

Angela cited DoorDash’s Bag Lab at NBA All-Star Weekend, where fans could customize bags. The experience connected the company’s brand platform with an audience interested in creating and sharing, giving the activation a purpose beyond displaying a logo.

Wes said marketers also need firsthand knowledge of the products and communities they work with. Understanding the pleasures and frustrations of using a product helps a team recognize where it can contribute.

“You have to really be customer zero when it comes to marketing a product,” Wes said.

For Juliet, effective partnerships depend on a dialogue among hosts, brands, agencies and sales teams. Hosts can offer feedback on how a message will land with their audiences, while familiarity with a show gives advertisers a stronger starting point.

“With podcasting, there’s sort of like no CliffsNotes,” Juliet said. “I think you have to kind of just like listen to it.”

As the discussion closed, Wes described the distinction guiding his approach to creator partnerships. The aim is to contribute to the experience that brought fans there in the first place.

“We want to add value, not a logo,” Wes said. “We want to be invited to the conversation.”

Sarah Merians Photography for Advertising Week