Publicis sits at the center of one of today’s most powerful cultural intersections — where sports, creativity, and fandom collide. As the lines between athletes, creators, and brands continue to blur, the agency is helping clients harness the emotional pull of sports to build meaningful, data-driven connections with audiences. In this Q&A, part of the AWPlaymaker Awards spotlight series, Publicis shares how it’s guiding brands to find their authentic voice within culture — from aligning with the right athletes and creators to measuring impact beyond impressions, and shaping the future of modern fandom in a rapidly evolving media landscape.
Q: AWPlaymaker Awards celebrate the collision of sports, culture, and creativity. How do you see yourself playing a role in shaping that intersection today?
The power of culture, with sports at the center, is massive and growing. Brands are looking for partners who can help them navigate the landscape, whether it’s unlocking the full potential of their media dollars or simplifying marketplace fragmentation. Our role with clients is to help them identify the right moments and sports/properties that make sense for their brand and audience. To do this, we use a data-driven approach to guide decision making, based on their objectives and consumer targets. After that, we determine the sport and find the appropriate way in – whether it’s via a league, team, talent, content, etc. Most importantly, we assure there is a strategy in place that allows consistency and a unique brand voice that can resonate within culture.
Q: What does authentic collaboration between a creator and a brand look like to you?
This is part art and part science. We do research to see if the creator’s followers are aligned with the brand’s target. Then we determine if the creator has a genuine connection with the brand – whether they’re a fan or a heavy user. Our entire approach is rooted in sports synergies we develop with our clients that provide an authentic role and voice. Building an ecosystem that has no gaps in communication and an easily identifiable brand tone is how you win with a consumer who is always on.
Q: Modern fandom extends from locker rooms to living rooms — and now to social feeds. How do you build and maintain that kind of genuine community with your audience?
Creators have built their own fandoms across social platforms from local hometown heroes and NIL college athletes to the megastars of professional sports. Creators/influencers build communities and nurture those communities through the content they create. Sharing personal stories across their lives, on and off the field, draw followers in, which drives deeper engagement. When a brand partners with a creator they are leveraging their communities, allowing them to benefit from the trust and engagement of followers. Authenticity and audience alignment is critical to the success of any creator partnership for a brand. The right creator, delivering the right content, to the right audience on the right platform.
Q: We’ve seen athletes become full-blown media brands and creators become cultural voices in sports. Where do you see that evolution heading next?
The trend of athletes as media brands will continue. Every athlete has a voice and now has multiple channels to express their voice. While consumption is becoming increasingly fractured, there is a finite amount of inventory in live games and a huge appetite for insider content. We are seeing athletes become creative directors, Chief Brand Officers with unique inclusion into how brand stories are coming to life.
Q: There’s a difference between influence and impact. How do you measure success beyond views or engagement when it comes to shaping culture?
Sports are culture. And culture is sports. Sports are currently the main connector of communities.
Q: When brands approach you for a collaboration, what convinces you that the partnership will feel natural to your audience?
We do a deep dive with brands to fully understand what their challenges are and how we can help solve them.
