The Best UK Sports Marketing Campaigns of 2024: Creativity That Scored Big

Amid a sea of sameness - good creative isn’t just a ‘nice to have’. It’s the determining factor to a campaign stand out and making the difference. I won’t disagree with the Rory Sutherlands of the world who believe creativity should spark emotion - above all, it needs to resonate with who you’re talking to. It needs to be relevant. It needs to make an impression.

So what are the best sports marketing campaigns of 2024? and why? What was it that makes them so good?

1. Snickers' 'Own Goal' Campaign

Snickers revived its iconic "Confused? Maybe you just need a Snickers" campaign in the UK, using the 2024 UEFA European Football Championships as its backdrop. Featuring footballers Bukayo Saka and Luka Modrić, the ads humorously depicted moments of confusion on the pitch, hilariously suggesting that a Snickers bar could set things right. The campaign resonated deeply with football fans and stood out as one of the most entertaining initiatives of the year.

This campaign worked because it cleverly leveraged the universal appeal of football and the popularity of star players. Humour played a significant role, making the campaign not only memorable but highly shareable across social media. The difference-maker was Snickers' seamless integration of its brand tagline into relatable sports scenarios, creating a natural and authentic association with the product. Ultimately, the campaign demonstrated that aligning a brand message with widely followed events like the UEFA Championships can significantly amplify engagement and strengthen brand recall.

2. Guinness' Sponsorship with the Premier League

Guinness made waves by sponsoring the Premier League in 2024, a move designed to attract football fans across the UK. Not totally a 'campaign' but an opportunity that we'd be foolish to not reference.

This partnership significantly boosted the brand’s visibility and cemented Guinness as a drink for those who love the beautiful game. The collaboration included in-stadium promotions, digital activations, and broadcast integration, ensuring the Guinness logo was inescapable for fans.

The campaign succeeded because football is the heartbeat of UK culture, and the Premier League's enormous audience gave Guinness unparalleled access to this passion. The standout element of this sponsorship was its strategic alignment with the ethos of football: community, excitement, and celebration. Guinness didn’t just slap its logo on a match; it became part of the experience. This partnership illustrated the value of pairing a brand with a well-loved sport, offering long-term benefits in brand association and loyalty.

3. Adidas' 'You Got This' Campaign

Adidas delivered one of the year’s most inspiring campaigns with "You Got This." Designed to empower athletes of all levels, the campaign featured real stories of athletes overcoming adversity and achieving greatness. Its motivational tone and inclusive storytelling struck a chord with audiences, positioning Adidas as more than a sportswear brand—it became a source of encouragement.

The campaign succeeded because it built an emotional connection with viewers. By featuring real athletes and their journeys, Adidas demonstrated authenticity and inclusivity, values that resonate strongly in today’s market. The difference-maker was the brand’s ability to use storytelling to make its message universally relevant, appealing to professional athletes and casual gym-goers alike. This campaign is a textbook example of how authenticity and relatability can drive brand loyalty.

4. British Gas' 'Powering Home Fans' Initiative

British Gas launched the "Powering Home Fans" campaign to promote sustainability while supporting local sports facilities. The initiative saved Somerset’s Yeovil Athletics Arena from closure by introducing solar panels and energy-efficient upgrades. This move not only supported grassroots sports but also positioned British Gas as a leader in sustainability.

This campaign succeeded by addressing a real community need while tying it back to British Gas’s core values. The standout aspect of this initiative was its tangible, lasting impact, which helped solidify trust in the brand. By focusing on sustainability and community support, British Gas demonstrated the power of purpose-driven marketing. This campaign reminds us that marketing isn’t just about selling a product—it’s about creating meaningful change.

5. Irn Bru's Mannschaft

Euro 2024 may have crowned Spain as champions, but when it came to the real battle of football ads, the winner was Scotland, hands down. Irn-Bru’s unforgettable trilogy of ads – ‘Doctor’s,’ ‘Café,’ and the standout hit ‘Mannschaft’ – stole the show. The campaign brought a unique mix of humour and national pride to Scotland’s bittersweet journey in the UEFA tournament, proving that even in disappointment, there’s room for laughter and connection.

The real stroke of genius lay in the creative twist of ‘Mannschaft,’ a nod to the German word for “team” that cheekily played with its English connotations. This humour struck a chord, driving both brand consideration and a significant sales boost during the summer. For AG Barr, the parent company of Irn-Bru, the Euros campaign was a standout success. Their CEO credited it for exceeding summer sales expectations, with a 7% increase in sales and a 5% year-over-year revenue lift.

Created in partnership with the agency Leith, the campaign didn’t just resonate with fans—it dominated. System1 rated it the second-best Euros campaign, achieving a stellar 5.0 stars, second only to Paddy Power’s ‘Europe’s Favourite.’ On platforms like TikTok and YouTube, the trilogy racked up millions of views, cementing its place as a cultural moment of the tournament.

Kenny Nicholson, Head of Brand at AG Barr, summed it up perfectly in an interview with Marketing Week: Irn-Bru thrives on being present at culturally significant moments, but always with its signature wit. Nicholson described the campaign’s cheeky humour as “uncomfortable” in the best way—pushing boundaries where others might not dare.

Everybody knows that’s the magic of Irn-Bru,” Nicholson explained. “Its willingness to play close to the edge, to be a bit cheeky and have a bit of fun, is what makes it stand out.

And stand out it did. The Irn-Bru Euros campaign was more than just a marketing win—it was a reminder of how humour, cultural relevance, and bold creativity can drive not just sales but lasting brand love.

6. Channel 4 “Considering what?”

Since 2012, Channel 4’s ‘Superhumans’ brand platform has been a defining force in Paralympic coverage. Not only did it win critical acclaim, but it also marked a turning point in disability representation, driving record-breaking audience engagement with the Games. Yet in 2024, Channel 4 made a bold move: it stepped away from the familiar and challenged its own narrative.

Enter ‘Considering What?’, a campaign as provocative as it was transformative. Developed by Channel 4’s in-house agency, 4creative, the campaign dismantled the long-standing “superhuman” narrative, instead asking viewers to confront their perceptions of Paralympic athletes. Grounded in data, the campaign highlighted a stark reality from Channel 4’s research: while 59% of people said they watched the Paralympics to see athletes “overcoming their disabilities,” only 37% said they tuned in for the “exciting sporting competition."

The campaign flipped this narrative on its head. It shone a spotlight on a subtle but pervasive bias: the tendency to view Paralympians through the lens of their disabilities rather than their athletic excellence. By holding up a mirror, ‘Considering What?’ urged viewers to see these athletes for who they truly are—world-class competitors at the peak of their sport.

The results spoke volumes. Channel 4 achieved its strongest audience share (33%) since the London 2012 Paralympics, with 20 million people tuning in across linear and streaming platforms. On social media, the campaign took on a life of its own, amassing over 41 million views across TikTok, YouTube, and Instagram.

For Channel 4 CEO Alex Mahon, the campaign was a validation of the broadcaster’s evolving strategy: “The Paralympics campaign and subsequent viewing figures underline continued progress on our strategy to reach both new digital audiences while serving our existing linear viewers.”

With ‘Considering What?’, Channel 4 not only redefined how the Paralympics are marketed but also deepened its commitment to shifting perceptions of disability and sport. It was a powerful reminder that challenging the status quo—even one you’ve built yourself—can lead to both cultural and commercial success.

The Takeaway from 2024’s Standout Campaigns

The best campaigns of 2024 didn’t just deliver clever taglines or flashy visuals; they created authentic connections with their audiences. Whether it was by tying into widely followed events, championing social causes, or inspiring through real stories, these campaigns showed that meaningful marketing drives both engagement and loyalty.

For brands looking to make an impact, the lessons are clear: align with your audience’s passions, be authentic in your storytelling, and don’t shy away from integrating purpose into your strategy. In sports marketing, as in sport itself, playing with heart makes all the difference.