Impact X - where creativity meets performance

The catalyst was disruption. When the pandemic forced rights holders to reconsider how they connected with fans, and how they delivered value to sponsors, it opened the door to new ways of thinking.

In came a wave of high-growth brands from sectors like crypto, fintech, and e-commerce – what we call ‘New Economy brands’. With them came a different tempo and tone, reaffirming sport’s position as a cultural platform, not just an advertising channel.

In turn, brands in more traditional categories, such as food and beverage, apparel, travel and hospitality, have upped their game, acknowledging the need to keep pace and move with the times if they are to stay relevant. Innovation and creativity became non-negotiable.

This shift is what Impact X set out to capture.

The casebook combines in-depth industry research with expert insight to surface the campaigns making the biggest impact.

From athlete collaborations to digital-first content and live event activations, the campaigns span a broad spectrum of formats and approaches.

By showcasing some of the best work sports marketing has to offer, the aim is to identify the elements that make for truly meaningful and impactful partnerships, and how to ensure they resonate with target audiences.

Each featured campaign is assessed by its business impact, as well as its emotional, social and industry-wide influence. These are stories that resonated with fans and communities, while also delivering value to brands and rights holders alike.

It celebrates those who see sponsorship as both a strategic priority and a creative craft. While performance and ROI remain essential, the projects featured go beyond standard metrics to show how deep emotional connections, cultural relevance and positive social impact can be just as powerful.