Crowd or audience? What football can teach us about content marketing

We all know that football is the most popular and democratic sport there is — perhaps the main common thread connecting thousands of cultures around the world. Modern football is a phenomenon, and one of the sport’s most significant turning points lies in the new model of relationships between clubs and their fans. In recent years, the sports world has grappled with the challenge of distinguishing between “fans” and “audiences” in today’s media landscape.

In an effort to better promote their products through segmentation, sports clubs have recognised the importance of communicating in a personalised manner with their “customers”.

When we talk about fans, we’re referring to those who are truly committed — people who spare no effort, whether in terms of time, money or energy, to support the team they love. The “general public”, on the other hand, includes a broader range of individuals, from frequent consumers to those with a more distant connection to the sport. But when we apply this logic to the branding world, what can we learn? How can companies improve their content marketing strategies by using sports marketing tactics?

The Fundamentals

In football, clubs understand that they can’t treat everyone the same. They must develop strategies to organically engage their fans, while attracting the “rest of the public” through brand awareness campaigns. A basic principle in sports marketing is that communication with fans must be personalised — it must go beyond simply displaying promotions. Clubs and federations understand the need to tailor key messages for both those who already support the brand and those who are potential customers.

A clear example of this is São Paulo FC, which was a pioneer in launching a supporter programme in Brazil. By creating a scheme that offers exclusive benefits to its most dedicated fans, the club not only established a new revenue stream but also strengthened its bond with those who were already deeply engaged.

Brand involvement through relationships is essential. That’s why awareness campaigns are crucial to shaping how the company or product is perceived — not with messages like “Buy my product! Watch this! My team is the best”, but through a more subtle approach, giving the public the freedom to connect with the brand on their own terms. Generic advertising campaigns don’t work, even with die-hard fans — let alone with a broader audience.

Personalisation and Exclusivity

Personalisation is key. Returning to the topic of “supporters”, Palmeiras offers an excellent example. Year after year, the Brazilian club stands out by reinventing the way it engages with members. Beyond securing access to matches, the club provides exclusive experiences — from digital activations to in-person events — which reinforce the sense of belonging and exclusivity. These initiatives are a powerful example of how brands, through content marketing, can go beyond mere sales and invest in creating a rich and personalised experience for their audience, who increasingly perceive added value in what Palmeiras has to offer.

A rival example is Corinthians, which has also excelled in its communication strategies. Through a strong social media presence, the club communicates authentically with its fans. Rather than producing generic content for anyone following its channels, “Timão” speaks directly to its faithful supporters, using memes and other culturally relevant tools that create a deep connection with fans familiar with the club’s history. This kind of targeted communication boosts engagement and nurtures a community that doesn’t just consume content — they feel like part of the team. Whether you support Corinthians or not, the fact we’re discussing them here shows the strategy has worked.

Quality Over Quantity

When we apply these examples to digital marketing, the lesson becomes clear: brands must learn to segment their audience and treat their loyal supporters differently. The goal shouldn’t just be to reach as many people as possible, but to build a committed base that shares the brand’s values and mission. By embracing this approach to content marketing, brands can cultivate a loyal community of followers who are not simply consumers, but genuine brand advocates. This deep, personalised engagement is what transforms one-time buyers into authentic ambassadors, forming a solid and engaged foundation.

Rather than chasing reach at any cost, it’s essential to focus on strategies that strengthen this community — where fans genuinely identify with the brand’s purpose.

The real secret to success today is understanding who your fans are and how to speak to them effectively. When brands do this, they can build strong emotional connections that go far beyond commercial transactions. And even those who may not “support” your brand will recognise its authenticity and identity. That alone is incredibly valuable — as a brand that’s perceived as genuine and aligned with its values can make a lasting impression, even on those who are not yet part of its fanbase.