How brands use music to make sports magic
Music turns sport into something special. Learn how the beat of a drum or a simple riff can unite fans, drive emotion, and create engaging experiences.
Stand close enough to a football stadium, and you might just hear it. The White Stripes’ Seven Nation Army, crackling through the air like electricity, sounding as fresh as it did back in 2003. Feet stamp along to the beat; fans home and away bellow the seven-note riff like it’s their national anthem.
From these in-person moments of magic to viral tracks that take social media by storm, music is an essential part of sport. It brings fans together, sculpts memories worth a lifetime, and shapes sonic branding strategies for teams, venues, and events.
Think of any New York baseball team, and they’ll surely have played Frank Sinatra’s version of New York, New York during or after their home games.
The right song at the right time is like nothing else. It can influence the crowd’s behavior, and even impact a team’s performance — from tension-ramping player intros to a star-studded halftime show, music changes something. A sporting event without it would be like food with no flavor.
If you need to find music for your sporting event, campaign, or other assets, Epidemic Sound’s got you covered. Head here for a deep-dive tutorial on how to find the best sports-appropriate music, then click below for our full catalog of more than 50,000 tracks.
Content builds connections
Sports still play a huge role in today’s digital-first world. Most notably, online fan experiences have climbed up the pecking order, becoming nearly as important as in-stadium events. Social media content, behind-the-scenes access, and original documentaries all capture tons of eyeballs and engagement. Statista even revealed that around 70% of Gen Z respondents actually preferred to watch sports via social media — the game has changed.
Compounded by the fact that, according to Deloitte, roughly 80% of Gen Z sports fans follow a professional athlete online, these insights can’t be overlooked. Passionate fans don’t want to unplug from their lifelong loyalty, and now they don’t have to. Leveraging music across digital platforms amplifies emotional connections, making each online interaction as memorable as on the pitch.
Crafting brand identity
Beyond just making content pop, music helps craft cohesive, believable brand identities. When fans hear a track associated with a particular team or venue, they feel closer to the game. It doesn’t matter if they’re sat in the bleachers or on the couch — a well-placed musical drop intensifies emotion wherever it’s experienced.
American cable channel ESPN did this superbly in 2014, during the College Football Playoff. Fall Out Boy’s Centuries was chosen as the event’s promotional song, and they milked that thing dry. The song became so integrated within the College Football season that the band ‘apologized’ for its alleged overuse. A decade later, it’s still referred to as their ‘football song’.
Music as a community voice
Music tightens the bond between fans and their beloved teams, for sure. It’s also great for tapping into communities and cultures. Professional teams and players always face the strange challenge of appealing to their established fanbase while still creating a brand with global reach.
Tactically zoning in on specific genres and artists can strengthen ties with fans, while also spotlighting smaller artists on a global stage. This is why teams and leagues often collaborate with buzzy, emerging musical acts, tightening the bond between sports and entertainment.
This is something that Epidemic Sound’s own Katori Walker experienced. The California-based hip-hop artist, who’d already found popularity in the gaming and basketball community, rode that wave by performing at the NBA All-Star Weekend 2024.
On the other side of the coin, tennis broadcasting company ATP Media work with Epidemic Sound to jump into local communities at a granular level. They provide broadcasting solutions across more than 220 territories, tapping into different sub-genres depending on where the footage will be broadcast.
Sure, it’s often electronic music — as is common for tennis — but the subtle, considered details are what set ATP Media’s coverage apart. For example, they’ll often use the below track in Shanghai-based content, lending the soundtrack a more local flair.
More often than not, fans stick with one club for life. They’re loyal, driven by a passion for the sport, pure love of the game. That commitment can — and should! — be communicated through sound. When thoughtfully integrated through a wider brand strategy, music can bring fans closer to the action, regardless of the medium.
Sound isn’t an afterthought. It’s a key component that elevates good sports experiences to unforgettable, legendary-tier material. Whether you’re planning a social media campaign or a playoff playlist, you need the perfect soundtrack.
Your professional content deserves the best. The Premier League, Miami Dolphins, Aston Villa Football Club, and more trust Epidemic Sound to take their sonic identity, campaigns, and content to the next level. That sounds like pretty good company — join them today.
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