In a year overflowing with unmissable sporting moments, from FIFA World Cup to The Commonwealth Games in 2026, thousands of brands are battling to cut through in the crowded sports calendar. Our live stream unpacked how brands can truly own the conversation, work with journalists and create editorial and social-first content fans actually care about.
Golin’s Head of Consumer, KJ Flynn, was joined by leading journalists Ben Tibbits, Chrissie Hoolahan and Ben Spalding from Wonderland, DAZN and LADbible Group. Watch the live stream or read our key takeaways below.
- Access only matters if it unlocks something fans can’t get elsewhere
Across SPORTbible, LadBible, Wonderland and DAZN, “access” isn’t about ticking a box. Talent, events and moments only land when they enable original, owned content that gives fans a behind-the-scenes perspective they can’t find anywhere else. Simply handing over assets won’t cut it.
What this means for brands: Build access into the idea, not the execution. Ask early: what does the audience see, learn or feel here that they normally wouldn’t?
- Audience relevance always beats brand relevance
Wonderland were clear: every pitch is filtered through what serves their reader, not the brand. Authenticity and intent matter, journalists are quick to question whether a story is genuinely adding value or simply trying to sell something.
What this means for brands: Pressure test your pitch through an editorial lens. If the brand disappeared from the story, would it still be worth telling?
- Personality is the currency of social first sports content
DAZN highlighted that while talent access is important, personality is what drives performance. Their content must sit within one of three pillars: educating, informing or entertaining. If it doesn’t, it’s unlikely to run.
What this means for brands: Brief talent to be human, not polished. The strongest content reveals who someone is, not just what they do.
- The best social content is funny, human or wholesome
SPORTbible and LadBible shared that humour, human interest and wholesome moments consistently outperform. Viral moments come from authenticity, not rigid formats or overly controlled content.
What this means for brands: Leave room for spontaneity. Over‑managed content kills shareability, and fans can spot staged moments instantly.
- Different platforms need different freedoms
Journalists and creators operate on different principles. Journalists are audience‑led and credibility‑driven; creators prioritise immediacy and shareability. Giving both the same access, but not the same brief, allows stories to travel further across the media ecosystem.
What this means for brands: Design access, not outputs. Let publishers, creators and journalists approach the same moment in different ways.
- Journalists and consumers are tired of boring, robotic interviews
Across the panel, there was a clear fatigue with over‑scripted Q&As. The strongest interviews happen in relaxed, informal settings that help talent drop their guard and show who they really are.
What this means for brands: Rethink interview formats. A locker room, café or pub can unlock far richer content than another pitch‑side soundbite.
- Over‑branding is still the fastest way to kill earned coverage
Overtly commercial pitches, unrealistic expectations of earned media and heavily staged fan moments remain major turn‑offs. Fans don’t want to be sold to, and journalists won’t compromise credibility to do it.
What this means for brands: Subtlety wins. Focus on storytelling, not messaging. If it feels like an ad, it won’t land editorially.
- In women’s sport, credentials matter more than ever
Journalists are scrutinising how and why brands show up in women’s sport. One‑off activations or opportunistic tie‑ins raise red flags, especially if there’s no visible long‑term commitment.
What this means for brands: Show your foundations. Be clear on your role, your history in the space, and how you plan to support it beyond a single moment.
- AI has a limited role in earned storytelling
The panel were cautious about AI’s place in earned media. While it can occasionally support visualisation, most journalists avoid it and recommend brands do the same.
What this means for brands: Human stories resonate most. Earned media still values originality, craft and perspective over automation.