Sports advertisements have changed a lot in recent years. The days when brands were focused on creating awareness for their product are over, they now want to bring a change with sports. As we head deeper into 2025, the shift toward responsible advertising has grown stronger, as they use their power to tackle social, environmental, and ethical issues.
The betting industry is often judged for irresponsible promotions, doing more harm than good. However, platforms like GGBet are setting the bar higher with their “Play Safe, Stay Safe” initiative.
This article looks at how brands are using their sports marketing to do something responsible and highlights some of the winning campaigns of 2025.
The Evolution of Sports Marketing
A growing trend observed through the Laureus Sport for Good Index is that brands are effectively using sports for good. The index acknowledges companies from all sectors that leverage their marketing for the greater good.
A standout example is Puma’s Voices of a Re:Generation campaign featuring young eco-warriors. Rather than just selling sports gear, Puma interacts with young advocates who shape its sustainability policies. Their latest product line features biodegradable athletic wear that minimizes environmental footprints.
Brands no longer get the opportunity to avoid social responsibility because of this. Consumers are likely to buy more from brands that align with their ethics. So, ethical marketing makes for good business.
Technology for Positive Change
Revolutionary technology is a tool for responsible sports advertising. And the Power Her Dreams initiative that launched in 2022 is a perfect example. This Xbox campaign lets fans walk in the shoes of female athletes and it’s been a huge success. Over 1 billion engagements and 3 million social media interactions so far. The numbers speak for themselves – the NY Liberty’s partnership revenue increased by 330%. Turns out it’s not just the right thing to do to support women’s sports. It’s good business.
Minute Media has also launched a transparency platform to measure commitments to women’s sports. Instead of measuring impressions like a traditional marketing plan that doesn’t hold companies accountable for delivering brand and ROI promises, Minute Media does.
Environmental Sustainability in Sports Advertising
The marketing world is waking up to sports and Red Bull’s Wings for Life World Run is a great example. This event raises money for spinal cord research with no carbon footprint. Over 200,000 people from 195 countries have taken part and donated over €51 million to research. The organisation claims every race removes more carbon than it produces. Big events can be impactful and sustainable too.
Tentree has also launched an Australian campaign called Following Wildfire which uses social media data to locate wildfires through AI scanning. When users share images containing fire hashtags, it alerts the local fire department. Part of the campaign involves working with athletes who are collaborating with their fans on sports and how climate change affects sports. To make up for this damage, the athletes are also encouraging fans to plant trees.
Inclusivity in Sports
Dove’s “Body Confident Sport” programme tackles the issue of body image for young athletes. Many girls drop out of sports because they feel self-conscious about their bodies.
In 2023, Dove and Nike partnered with academics to launch a new confidence workshop. The programme has reached 1 billion people in 60 countries and now focuses on LGBTQ+ athletes and people with disabilities. Dove is making sports more inclusive by training coaches to be more inclusive.
Also, the Decathlon Foundation has extended its “Sport Without Borders” initiative which provides sports equipment and training to refugee camps. In 2024 alone, the programme reached 45,000 people in 22 countries, renovated a gym in Belgium for disabled students and built the first skatepark in Lebanon. These are examples of how brands can use their power to help the marginalised.
Measuring Impact: Transparency and Accountability
Today’s customers want to see proof of impact and brands are responding with data. A company, E.ON UK, fitted solar panels on Nottingham Forest’s stadium which generates 12000 kWh of clean energy (which is the stadium’s power). They are now building renewable energy centres at local sports venues with detailed reports on the impact.
Novelis’ “Recycle for Good” campaign has been a huge success. They collect aluminium cans from the Mercedes-Benz Stadium (home of the Atlanta Falcons and Atlanta United). For every 3 million cans recycled, Novelis pays for a new home for Atlanta Habitat for Humanity. So far they’ve recycled 14.5 million cans to build 4 homes. Their programme also teaches sports venues about waste reduction and other sustainability measures.
The Future of Responsible Sports Advertising
Responsible sports advertising will continue to evolve. Top brands know responsible marketing is no longer optional – it’s a business necessity. Campaigns that help society get consumers to connect well and build loyalty for the long term.
Sports advertisers are showing how profit and purpose can co-exist through environmental sustainability, gender equality, mental health and more. The companies behind the successful campaigns like those recognised by the Laureus Sport for Good Index – make this a reality.
