The Power of Multisport Advertising
For athletes, achieving fame and commercial value within their own sport is a massive challenge. But in today’s sports marketing landscape, the very top athletes have managed to transcend their own disciplines, becoming global icons recognised across multiple sports. A key driver of this crossover appeal? Multisport advertising campaigns.
The concept is simple: bring together stars from football, basketball, tennis, and beyond to create an ad that resonates across multiple fan bases. The execution, however, requires precision, choosing the right mix of athletes, storytelling, and brand alignment to maximise impact. Some of the most memorable sports ads have done exactly that, forging unexpected connections between sports and expanding their reach beyond a single audience.
Nike has mastered this formula. From its legendary “Write the Future” campaign, which featured football icons like Cristiano Ronaldo alongside basketball superstars, to cross-sport collaborations such as LeBron James and Serena Williams, Nike has consistently blurred the lines between sports. The brand’s “The Cage” (2002) campaign was another standout, featuring football greats like Ronaldinho, Thierry Henry, and Francesco Totti. More recently, Nike has showcased athletes like Kylian Mbappé, Serena Williams, and Giannis Antetokounmpo in a single campaign, uniting football, tennis, and basketball under one global brand.
Pepsi has also thrived in the multisport space. Its iconic commercials have included everyone from Lionel Messi to Serena Williams, creating an aspirational yet entertaining showcase of elite talent. The 2024 “Thirst for Greatness” campaign brought together Erling Haaland, Messi, NBA star Jayson Tatum, and F1’s Max Verstappen in a single blockbuster ad, reinforcing the brand’s connection to global sports culture.
Red Bull, known for its extreme sports focus, has taken a slightly different approach. Rather than relying on mainstream sports alone, the brand blends niche and traditional athletes in its campaigns. A single Red Bull ad might feature an F1 driver, a mountain biker, and a snowboarder, emphasising the company’s ethos of pushing limits across all sports.
Beyond Sportswear and Beverages
Tech companies like Apple and Samsung are prime examples. Apple’s recent Apple Watch campaign featured marathon champions, NBA stars, and even professional surfers, highlighting the product’s versatility across different sports and lifestyles. Samsung, on the other hand, used a mix of esports athletes, cyclists, and footballers in its Galaxy smartphone ads, emphasising how technology connects athletes of all disciplines.
Luxury brands have also embraced this trend. Gucci, for instance, has positioned itself at the intersection of sport and fashion, working with footballers like Jack Grealish, partnering with NBA stars, and featuring tennis icons in its campaigns. Louis Vuitton’s long-running strategy includes collaborations with legends like Roger Federer, Lionel Messi, and Cristiano Ronaldo, reinforcing its image as a universal symbol of excellence. Similarly, Rolex’s roster of ambassadors spans tennis, golf, F1, and even yachting, appealing to a high-net-worth, multisport audience.
Automotive brands are another major player in this space. Mercedes-Benz has enlisted F1 champions like Lewis Hamilton alongside footballers and Olympic sprinters, showcasing the brand’s speed and precision across multiple sports. BMW, meanwhile, has featured a blend of elite athletes, pairing motorsport drivers with global football and rugby stars, to highlight the performance and prestige of its vehicles. Even Tesla has joined the trend, using high-profile athletes from different backgrounds to promote its sustainable vision.
As more industries recognise that sports fandom isn’t confined to a single game, expect to see even more brands blurring the lines between disciplines, leveraging multisport appeal to engage broader audiences.
When Athletes Crossover into Other Sports
Beyond advertising, some athletes have actively engaged with other sports, further boosting their crossover appeal. These interactions not only increase their commercial value but also introduce them to entirely new audiences. Whether through collaborations, ownership stakes, or direct participation, these crossovers enhance an athlete’s marketability while strengthening their personal brand across multiple sports.
Take Jamal Musiala and Jimmy Butler, for example. When the Bayern Munich star linked up with the former Miami Heat forward in December 2024, their meeting sparked a wave of interest across fan bases. Basketball fans started following Musiala, while German football supporters became more aware of Butler. Their interaction was a mutually beneficial moment that expanded their influence across sports and continents.
NFL players have been making waves in football (soccer!), too. Tom Brady’s investment in Birmingham City and JJ Watt’s stake in Burnley have significantly increased their visibility in the UK. Once known almost exclusively within American football circles, these players are now regularly mentioned in European sports media, appearing at matches and engaging with football culture. Brady’s involvement with Birmingham City led to immediate commercial traction, with the club gaining media coverage in the U.S., while Watt’s presence at Burnley games has introduced the club to an entirely new segment of American sports fans. These moves have not only strengthened their personal brands but have also opened the door for European sponsorship deals that wouldn’t have been available to them before.
Similarly, LeBron James has leveraged his crossover appeal in football. As a part-owner of Liverpool FC, his ties to the club have led to Nike creating special-edition LeBron x Liverpool sneakers, merging basketball and football fandoms. His presence at Anfield and occasional social media posts about the club keep him relevant in football conversations, expanding his influence well beyond the NBA.
Even golf has become a crossover destination. Gareth Bale, after retiring from football, has actively participated in professional-level golf tournaments, gaining sponsorship interest from golf brands. Similarly, NBA stars like Steph Curry and Tony Romo have competed in golf pro-ams, showcasing their skills in a different sport and expanding their brand appeal to golf audiences.
Athlete crossovers aren’t just about personal interest, they are strategic moves that expand fan bases, attract new sponsorships, and enhance long-term brand value. As sports continue to globalise, expect to see even more stars leveraging their fame across multiple disciplines, creating new commercial opportunities in the process.
The Future of Multisport Marketing for Footballers
As global sports culture becomes more interconnected, footballers who actively engage with other sports will gain a significant commercial edge. Whether through advertising campaigns, social media collaborations, or direct involvement in different disciplines, expanding beyond football can open up new revenue streams, sponsorship deals, and fan bases. The most marketable players will be those who position themselves not just as football stars, but as global sports icons.
For brands, the message is clear: the future of sports marketing isn’t confined to a single game. Fans follow personalities, rivalries, and moments that transcend individual sports. Footballers who embrace this shift, by connecting with athletes from other sports, investing in new ventures, or even participating in crossover events, will maximise their commercial value and remain relevant long after their playing careers end.