Bring the Noise: How brands & rights holders can use music to get more from their sport partnerships

At Ear to the Ground we specialise in helping brands and rights holders get more from their sport and music partnerships and this month have been looking at the huge opportunities in bringing music into sport to grow a fan base and really unlock the value of existing assets.

Adding music can be an explosive addition to any sport tournament, campaign or partnership, connecting the two biggest passion points on the planet and providing access to new, hugely influential, hyper-connected fan bases that share the things they love. By creating music partnerships with the right artist and ‘sound’, music can be the engine of a promotional campaign that moves fans up the scale of engagement, getting them to spend more energy, time and, most crucially, money on a sport or product. Essentially, by tapping into two passion points a chain reaction can take place, pushing both partners beyond their normal reach to drive awareness, conversation, profile and buzz, bringing sport from the back pages to the front.

At Ear to the Ground we have worked on numerous music partnerships around sport, working with artists including Mark Ronson, Liam Gallagher, Professor Green and Kasabian. We’ve helped brands like Heineken, UEFA, Umbro, Nike and Manchester City negotiate everything from live performances at opening ceremonies through to rights deals around music usage for ad campaigns. We’ve commissioned tracks, designed integrated music campaigns and created innovative shared revenue partnerships all around sport platforms. Across all of our work, our creative process is always driven by our unique understanding of fan behaviour, enabling us to produce ideas that fan bases will love to unlock the value of our clients’ assets.

Our new white paper ‘Bring the Noise’ is all about how brands and rights holders in sport can take advantage of the opportunities provided by music and includes our ‘Rules’ for getting more from these partnerships, from choosing the right sound and the right artist to navigating the complexities of the music industry.

To read the white paper click here

If you’d like to speak to us further about how we can help you get more from your sport or music partnership, get in touch.


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