I grew up outside Detroit in the ’80s and ’90s, and like every school-age kid, I was convinced I was going to be the next Cecil Fielder, Isaiah Thomas, Steve Yzerman…or even Barry Sanders. (The greats in my book!) Sports weren’t just entertainment, they were everything to me. I was constantly playing, competing and living for the next game. And when I wasn’t outdoors, I was glued to my Nintendo figuring out the fastest way to save Princess Peach, body-slam Hulk Hogan, toss barrels at Donkey Kong or land the biggest jumps in Excitebike.
Whether it was real-world sports or pixelated quests, I was hooked on competition, immersed in the thrill of winning and obsessed with finding every edge. While my path didn’t lead to professional sports or gaming, I’ve spent the last 20 years working with marketers trying to tap into that same drive: harnessing the emotional power of sports and games to connect with consumers, spark loyalty and drive growth. Professional sports can be a gold mine for advertisers due to their reach, deep fan loyalty and cultural relevance — all things needed for successful marketing campaigns.
Over the years, I’ve seen what works when it comes to marketing through sports. And in a world of second screens, shorter attention spans and a changing media landscape, the playbook is shifting. Here are some ideas and strategies to help marketers rethink how to turn spectators into participants and drive real business outcomes along the way.
The Winning Teams in Sports Marketing
With the rise of streaming platforms, mobile apps, virtual worlds, online gaming and social media, fan behavior is evolving, but marketing behavior hasn’t caught up. Most campaigns still treat fans as spectators, but it’s time to let them play.
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Gamification — the use of game mechanics for non-game applications — has powered marketing campaigns for decades and is only expected to grow. The latest research suggests the global gamification market is projected to grow from $12.94 billion in 2023 to $74.17 billion by 2031, a CAGR (compound annual growth rate) of 26.9%.
The power of gamification lies in its ability to transform traditional marketing into dynamic, engaging experiences. Gamified elements such as quizzes, spin-to-win promotions, scavenger hunts, leaderboards, achievement-based rewards and interactive challenges are increasingly integrated into marketing campaigns. These programs turn everyday actions into opportunities to earn and win rewards, making customers feel like they’re playing, not just purchasing, and as a result, purchasing more.
In the context of sports, where passion and competition run deep, gamification is a natural fit. Fans aren’t just spectators, they want to engage, compete and win. This mindset presents a powerful opportunity for brands, especially with 56% of sports fans saying they are likely to purchase products from sponsors of their favorite teams and 68% of fans feeling more connected to a brand when it sponsors their favorite team.
By layering in gamified experiences like sweepstakes, fantasy-style challenges or interactive contests, brands can tap into that competitive spirit and build deeper, more meaningful relationships. And the payoff is clear: Compared to traditional campaigns, gamified promotions can increase website visits by 108.5% and lead-to-conversion rates of as much as 10%.
Three Plays to Keep Winning
When tied to key moments in the fan experience, gamification can lead to tangible returns. Regardless of the sport, game day offers three clear entry points where engagement is high, attention is focused and fans are ready to act. The brands that will win are the ones that align their activations with that rhythm.
Before the game, when fans are anticipating the action: They’re checking stats, debating outcomes, setting fantasy lineups. This is the right moment to bring them into your experience through light-touch prediction games. For example, a basketball team can offer fans the chance to play an intuition game where they guess the winner, call the over/under or choose which player will score first. These moments can help build excitement, but they also serve a clear purpose for marketers — driving registrations, gathering first-party data and establishing a direct line for future engagement. The team’s predictive gaming, combined with in-app promotions, boosts both fan interaction and traffic to retail partners.
During the game, when fans are locked in: They’re watching closely, often with a second screen in hand. This is where real-time engagement matters. Branded bingo tied to the live broadcast — plays, stats, penalties — gives fans something to follow that’s synced with the game itself. Player-based games, like choosing three athletes and scoring points as they hit milestones, can add a personal layer to the viewing experience.
This is a great opportunity for local brands to partner with local teams. Think of it like this: A professional baseball team in Texas partners with a Dallas-based restaurant to create a bingo card within the team’s app. Fans play during the game for a shot at promotions and offers for the restaurant. The restaurant uses the team’s captive and passionate audience to amplify visibility and reward loyalty through exclusive content, prizes and time-sensitive promotions.
After the game, as the conversation continues: Fans are rehashing big plays, debating calls and thinking ahead to next week. This post-game window is often overlooked, but it’s a valuable space to stay connected. This approach is ideal for professional sports teams with weekly games, like football, as it helps to maximize the engagement when they aren’t playing.
The team can offer fans the opportunity to take short quizzes about game highlights, make predictions for upcoming games and earn rewards based on accuracy. Discounts and promotions are awarded to fans who engage with these post-game activities. For brands, post-game participation drives foot traffic, reinforces messaging and introduces new promotions or game formats that encourage repeat participation.
When brands align gamified experiences with the way fans naturally experience sports, the impact is clear: more engagement, better data, stronger loyalty and clearer paths to conversion.
The Payoff
Gamification isn’t just a gimmick; it’s a key strategy for brands to stay ahead in today’s crowded sports marketing environment. Second-screen behaviors have become the norm in sports viewing, and brands must rethink how they show up during live events. By integrating interactive experiences before, during and after the game, brands can shift from passive messaging to active participation.
Passionate fans, like me, don’t see themselves as onlookers, they see themselves as part of the team. It’s time for brands to stop treating fans as spectators and more like players getting in on the action.
Christopher Cubba is the Chief Revenue Officer at Snipp, a global marketing and loyalty technology company with omnichannel, ROI-driven, data-rich programs. He is a seasoned executive with more than 20 years of experience driving growth, loyalty and consumer engagement for some of the world’s most recognized brands. With a career built on senior leadership roles in sales and client services, Cubba has become a trusted advisor in the loyalty and promotions space — especially within the CPG, alcohol-beverage, quick service restaurant, telecom and financial services industries. His client work has earned multiple Effie and REGGIE Awards, a testament to his ability to blend creativity, data-driven marketing and strategic insight to generate real business impact. Cubba holds a BBA from Eastern Michigan University and completed the Harvard Business School HBX CORe Program in 2018.
