As the summer of sport kicks off, what’s the online chatter saying?

But how can brands engage in these conversations authentically – in real time, while trying to move the needle when the eyes of all the world are watching?

Like the athletes competing this summer, the brands that consistently capitalize on viral moments and trending conversations aren’t the luckiest, they are the best prepared. The first element of that preparation is the ability to listen, aggregate, and analyze the thousands of conversations happening on digital channels.

With the right strategy for social listening, marketers can get ahead of the competition to publish content at the right time, to the right people. In days gone by you had to take to the street to judge the public mood; these days, the world’s online. The world’s biggest focus group has already been convened online.

How brands ‘hopped’ on the beer wagon during Euros 2024

Fans will turn every event this summer into a global conversation, amplified across Instagram, Facebook, Reddit, and TikTok. This shared enthusiasm provides a unique opportunity for brands to build engaging campaigns.

Take the well-established two-hander of football and beer. At this year’s Euro 2024 tournament, engagements with and mentions of beer brands have rocketed. From host nation Germany, complaints have ranged from low-alcohol options to eye-watering prices and limits on intake. Still, fans have taken to the pubs in record numbers. In Gelsenkirchen and Cologne, pubs were reportedly drank dry, with local pubs saying that they got through 60 kegs a day (they would usually finish one per working day). Hoping to ride this trend all the way to the bank, a heady cocktail of pubs, bars and venues has flocked to social media to advertise beer alongside their screening of the Euros.

Despite having been inactive on socials since 2021, Euro-sponsor beer brand Bitburger has bagged a whopping 5,650 global social media mentions over the past 30 days. Through leaning into social media conversations, Bitburger has unprecedented real-time access to customer feedback which can be harnessed, refined, and channeled into business growth strategies. It’s paying off big time.

Wimbledon: Where sport meets fashion

Whether it be the white linen, strawberries and cream, or what Serena Williams is wearing, Wimbledon has always been about more than sport.

This year, following the blockbuster success of Zendaya’s new film Challengers, we’re seeing a social media revival of the ‘tenniscore’ trend – a preppy and athletic style akin to the classic Wimbledon look. Think white and cream pleated skirts, knit polos and sporty visors. It has seen a total of 3,360 global mentions over the past 30 days across X, Instagram, Reddit, news, and blogs.

Already anticipating the trend, the official Wimbledon shop has developed a ‘tenniscore’ section, to signpost eager shoppers and drive sales. Other brands have seemingly harnessed these social insights, updating their ad spend strategies to ensure that they are the leading sponsored brands. Now, when consumers type in ‘tenniscore clothes’ into the Google search bar, Shein, Asos, Reformation and Ralph Lauren are leading.

How can brands handle the heat of the Olympics?

The Olympics have been a hot topic on social media – literally. Sprinklr Insights shows that fans are discussing the soaring temperatures expected during the event, with more than 47,000 mentions across social media of hot weather around the upcoming Games in the past 30 days. This comes after climate scientists and heat physiologists at the University of Portsmouth concluded that it could simply be too hot this year in Paris to hold the Olympics (arguing instead that they should be held in the cooler months).

While brands may not be jumping on the recent heatwave news, the next social trend is just around the bend. Brands can’t afford to leave anything on the starting line. Instead, they should refine their social listening strategies now, so they are prepared and ahead of the game.

How to take home gold

Viral moments happen not just because of luck – but preparation too. Brands that will win gold this summer are those that have deployed effective strategies to gather actionable insights from the buzz. Take the time to get ahead now or risk getting lost in the noise of the game this summer.

For more play-by-play on sports marketing in 2024, check out our focus week hub.