Cricket, pickleball, escalade, womens sport… why brands are rushing to these new playgrounds.

The landscape of sports sponsorship is evolving. While the Champions League, Tour de France, Formula 1, Super Bowl, and NBA continue to attract the biggest advertising budgets, a new strategy is emerging among brands: one of proximity and diversity.

According to a report by Forrester, one in five brands now prioritize streaming partnerships with emerging sports leagues.

In the United States, advertisers are now showing interest in previously niche sports like cricket (through Major League Cricket) and pickleball. This hybrid sport, combining tennis and badminton, is particularly popular among young people. Forrester states that 20% of millennials and Generation Z Americans are interested in pickleball, compared to only 8% of Gen X.

This trend is also extending to women’s sports, which have become a catalyst for new values like inclusion, performance, and empowerment. After a record year in terms of audience and visibility, the NFL has partnered with the women’s media outlet Betches, providing brands with a direct gateway to female spectators.

Similarly, Whoopi Goldberg has launched “The All Women’s Sports Network” on multiple streaming platforms, offering a variety of sports such as judo and table tennis.

In France, according to a study by Sporsora/OpinionWay, Adidas, Nike, and Decathlon remain the most associated brands with women’s sports. These brands support teams, athletes, and events like the Women’s World Cup and the Olympics.

FDJ, on the other hand, supports both PSG Women and Olympique de Marseille. Other brands like Orange, EDF, Sephora, and Etam align their support with gender equality and social responsibility.

Young people and alternative sports are becoming a lever for brand image. Brands like Decathlon, Under Armour, and Venum provide equipment and support for young athletes, while foundations like FDJ and Solidarité SNCF assist with local sports projects and integration programs.

Some companies choose less mainstream sports to stand out. EDF sponsors the French Canoe-Kayak and Paddle Sports Federation, Banque Populaire supports sailing and surfing, and brands like Raidlight and Silva are involved in orienteering races.

Combat sports are sponsored by brands like Venum and Under Armour, while Decathlon’s brand Simond promotes climbing and supports athletes like Benjamin Guigonnet and influencer Justyne Morlain.

These disciplines offer brands a triple advantage: affordability, targeted visibility, and engaged communities. The escalating costs associated with popular sports make them inaccessible to most brands. Emerging or women’s sports provide the opportunity to reach specific, active audiences on social media and convey strong values like self-improvement, inclusion, and diversity. For brands, the message is clear: the future of sports is everywhere, especially in unconventional places.