A How-To Guide: What Sports and Music Teach Us About Emotional Marketing
- Sidney Alisa Montgomery
- Nov 13, 2025
- 4 min read
Sports and music don’t just entertain us, they move us. They make us feel connected, inspired, nostalgic, empowered, and part of something bigger. That emotional connection is exactly why these industries produce some of the strongest brand loyalty in the world.
In marketing, emotion is the secret ingredient behind campaigns that stick. And no one does it better than sports leagues, athletes, musicians, and platforms like Apple Music, Spotify, and Nike.
This guide breaks down how sports and music use emotional marketing, and what every marketer can learn from them.
Use Personalization to Build Connection
Example: Apple Music’s Warm-Up Playlists (Athlete-Curated Playlists)
Apple Music lets fans listen to curated pregame playlists from their favorite athletes, with the songs they listen to before stepping onto the court or field.
This is personal. It’s authentic. And it breaks the barrier between athlete and fan.
Suddenly, fans aren’t just watching a game; they’re stepping into the athlete’s world. Hearing what Davante Adams or Jalen Hurts listens to before a big moment makes the connection deeper. If a fan sees they have the same music taste, it creates a sense of alignment and identity.
Marketing takeaway: Personalized experiences turn fans into participants, building a sense of community around shared tastes and identity.
Activate Nostalgia to Deepen Loyalty
Example: Spotify Wrapped
Spotify Wrapped has become a cultural event. Every December, listeners get a personalized recap of their year in music:
Their most-played songs
Their listening moods
Their top artists
The memories they forgot they made
Fans share it everywhere, Instagram, TikTok, X, not just because of nostalgia, but because it’s a moment to celebrate their personal achievements in music. Spotify Wrapped turns listening habits into a fun, shareable badge of pride, sparking conversation and connection among friends and communities.
Marketing takeaway: By turning personal behavior into a shareable celebration, brands can foster community and social engagement.
Tell Origin Stories People Can Root For
Example: V.J. Edgecombe’s Journey
V.J. Edgecombe’s rise is pure emotional marketing gold, because it’s real.
He grew up in the Abaco Islands of the Bahamas without consistent electricity. His family persevered through hardships that would break many. He eventually moved to the U.S. to pursue basketball, starred at Baylor, and became the #3 pick in the 2025 NBA Draft for the Philadelphia 76ers, debuting as one of the most exciting rookies in the league.
Fans don’t just like him for his talent, they admire his journey.
It’s about resilience.
It’s about determination.
It’s about the blueprint of hope.
Other Emotional Storytelling Moments in Sports:
Fans traveling far with handmade signs:
Some of the most memorable moments in sports marketing aren’t created by the team at all, they’re created by fans.
When fans travel hours to see a favorite athlete and hold up handmade signs, it’s not just a personal gesture, it’s a story waiting to be told. Players often repost these signs on social media, turning a fan’s personal connection into a shared narrative. This loop of appreciation strengthens loyalty, builds community, and generates authentic content without a single ad spend.
The San Fransisco 49ers posting a young fan who traveled over 2,000 miles to see Brock Purdy on their social media accounts, Throwback full-circle photos:
Sports are full of “full-circle” moments that make people emotional. Imagine a kid taking a photo with a professional player at a camp or meet-and-greet. Years later, that same kid grows up to compete against that player. These stories humanize athletes, create nostalgia, and make fans feel part of the journey, not just spectators. Marketing that highlights these stories taps into universal emotions like awe, pride, and inspiration.
13 year old Trae Young met Kevin Durant at the NBA Finals and is now playing against him in the league. These stories activate universal emotions: pride, perseverance, and belonging.
Marketing takeaway: Storytelling connects fans to each other and to athletes, creating a shared sense of belonging around the journey.
Use Cultural Moments to Deliver Impactful Emotion
Example: Nike’s “So Win” Super Bowl Commercial
Nike’s “So Win” campaign is a masterclass in emotional storytelling, especially around women’s sports.
Here’s what Nike did brilliantly:
Empowerment at the center
Women athletes are often told what they “can’t” do, Nike flips the script:
Do it anyway. So win.
Cultural timing
Women’s sports are exploding in ratings, attendance, and cultural relevance. Nike didn’t just acknowledge it, they championed it.
Authentic voices
Narrated by Doechii, featuring athletes like Caitlin Clark, Sha’Carri Richardson, Sabrina Ionescu, A’ja Wilson, women who embody power, confidence, and modern athletic excellence.
Identity & representation
Nike positions itself as the voice of athletes, reflecting their struggles, victories, and confidence.
Highlighting the “why” behind the athlete
The ad isn’t about sneakers. It’s about ambition. Drive. Authenticity. Boldness.
It celebrates women athletes not just performing, but dominating, leading, and redefining expectations.
Marketing takeaway: Emotional campaigns that reflect cultural movements invite fans to feel part of something bigger, turning audiences into communities.
Emotion Is the Playbook
Whether it’s a playlist, a nostalgic recap, an inspiring athlete, or a culturally powerful campaign, sports and music show us one thing: emotion builds community. Marketers who harness it can create campaigns that resonate, last, and connect people. At the end of the day, fans remember how something made them feel, not the stats or the dates.
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