Issue Number: 465

LIA Opens Up The Playing Field With A New
2026 Sports Competition

“Sports are an important and integral part of advertising, because they have a live audience, that’s passionate and emotionally engaged.” – Jamie Overkamp, Senior Creative Director, ESPN, New York.

The FIFA World Cup 2026 is over. It was a big win as it generated around $10.5 billion in advertising spend during Q2, according to a report. Unsurprising as it had an estimated three-quarters of the world tuning in. Football is part of culture in many countries. As are many other sporting events. Fans are fanatical. Sports score big for marketing on and off the pitch.

Barbara Levy, President, LIA, said: “There is so much work in sports that’s pushing boundaries. Every kind of creativity was on display during the recent World Cup, from celebrity partnerships to clever ambush marketing. Well thought-out, well-crafted and well-placed advertising that caught the attention and the imagination of the audience.”

This year, LIA is introducing Sports into its mix of Categories with a stellar jury.

Jamie Overkamp
Senior Creative Director
ESPN, New York

“Sports are an important and integral part of advertising, because they have a live audience, that’s passionate and emotionally engaged. Also, sports depending on the game and the importance of the game has tens of millions watching, and they don’t skip ads or walk away. So, brands can safely make large media buys, because they know the audience will be there and they will be highly engaged.”

Stephen de Wolf
National Chief Creative Officer
Clemenger BBDO, Sydney

“Creativity in sport matters so much. The best sports advertising doesn’t just sell products or sponsorships, it captures the passion, optimism, rivalry and humanity that make sport meaningful in the first place. And when brands get it right, they become part of culture, not just part of the game.”

Sports advertising is not new. It began in 1870 when tobacco brands put cards of popular athletes in their packs.

Fast forward to today. Brands that have jumped on the sports bandwagon no longer just place their signage or sponsor. They engage the audience during the entire game, creating memorable moments that fans will remember.

Thomas Heyen

Creative Lead

Jung von Matt

“Back then, sponsorship was largely about visibility. Today, in my professional life, I see sports marketing as something fundamentally different. We have entered an era defined by creator collaborations, premium experiences, earned media, native PR, real-time and reactive social content that amplifies the power of live moments, and ultimately, a new level of cinematic storytelling. This year's summer of football showcased exactly that, with brands like adidas, Nike, Budweiser, and Lay’s demonstrating how culture, creativity, and sport can come together to create work that people genuinely want to engage with - not just watch.”

According to a Nielsen report, 81% of fans remember a brand that sponsors their team. When people see a brand back their team, they choose it.

Damaune Journey

Global Chief Growth Officer

72andSunny

“Sports remain one of the rare shared experiences that brings different people together in real-time, whether in person or across digital platforms. The profound fandom surrounding athletes, teams, leagues, and sports generates a level of engagement that is increasingly difficult to find elsewhere in society. For brand leaders, this represents a powerful opportunity to achieve both scale and depth, connecting to a passionate culture, provided that connection remains authentic to both the brand and the sporting community. Fans love sports and when you can connect to that emotional energy in a real way, the opportunities are endless.”

The conversation now is not where sports is, but where it’s headed. Staying true to the values, meeting fans where they are and being relevant are all part of the playbook.

Xenia Esteve
Senior Director, Brand & Marketing
Euroleague Basketball

“I believe brands can create messages, but they cannot manufacture the emotions that sport naturally generates. The best work in sports marketing understands those emotions, respects them and amplifies them authentically, giving visibility and resonance to stories and communities that deserve to be seen and celebrated.”

Shannon Washington

2026 LIA SPORTS JURY PRESIDENT

CCO, Managing Partner

11 Ounces, Brooklyn

"As inaugural Sports Jury President for London International Awards, I can speak for the jury in saying we're looking for work that understands sport the way fans do — not as a marketing vehicle, but as one of the most human things we have left. Sport is the last place where everything is real — the stakes, the sweat, the heartbreak, the joy. If your work lives in that world, it deserves to be judged by people who understand what that means."