The Earned Media Renaissance: How Sports PR is Rewriting the Rules of Engagement
Forget the playbook. In sports, the game above the game – how athletes, teams, and leagues connect with fans – is undergoing a seismic shift. A decade ago, Soapbox agency founders Andy Bell and Rowan Wilkinson spotted a gap: world-class athletes lacked the dedicated PR infrastructure enjoyed by their counterparts in music and entertainment. Now, celebrating their 10th anniversary, their journey reflects a broader industry evolution, one where sports PR is no longer about simply securing coverage, but about owning the narrative in an increasingly fragmented and AI-driven media landscape.
From Press Releases to Platforms: The Expanding Ecosystem of Sports Communication
The early days of sports PR were largely defined by media relations – securing interviews, crafting press releases, and managing media access. As Andy Bell notes, that’s no longer the full story. Today, it’s a complex ecosystem encompassing creators, podcasts, owned channels, and a constant stream of digital content. This proliferation of channels presents both an opportunity and a challenge. The challenge? Cutting through the noise. The opportunity? Directly engaging with fans on their terms.
Soapbox’s own evolution – from talent representation to encompassing brands and rights holders, and even launching a production studio (SBX Studios) – mirrors this industry-wide expansion. This isn’t just about doing more; it’s about being more. It’s about becoming content creators, storytellers, and strategic partners, not just message distributors.
The Rise of Earned Media in an Age of AI and Paid Reach
For a period, paid and influencer-driven marketing dominated the sports landscape. But audiences are becoming increasingly savvy, and the effectiveness of simply “buying” reach is diminishing. Furthermore, the rise of Artificial Intelligence is fundamentally altering how information is discovered and validated. As Rowan Wilkinson points out, AI systems prioritize credible, original sources – making earned media more valuable than ever before.
This isn’t to say paid strategies are irrelevant. Rather, it underscores the importance of a balanced approach. Earned media builds trust and credibility, while paid media amplifies reach. The most successful strategies will seamlessly integrate both, with earned media serving as the foundation.
The Power of Authentic Storytelling
At the heart of this shift lies a renewed emphasis on authentic storytelling. Fans crave connection, and they’re drawn to athletes and teams who are genuine, relatable, and purpose-driven. Soapbox’s long-term partnership with Anthony Joshua, witnessing Luke Littler’s breakthrough, and guiding young talents like Jamie Chadwick and Billy Monger exemplify this approach. It’s about building narratives that resonate with fans on a personal level, not just highlighting athletic achievements.
This trend aligns with broader consumer behavior. A recent study by Edelman highlights that trust in institutions is declining, while trust in individual voices and peer recommendations is increasing. In sports, this translates to a greater demand for authenticity and transparency.
The Athlete as “Multi-Hyphenate” and the Blurring Lines Between Sport and Entertainment
The traditional image of an athlete as solely a competitor is rapidly fading. As Andy Bell observes, athletes are increasingly becoming “multi-hyphenates” – brands, activists, storytellers, and entrepreneurs. This requires a more holistic approach to PR, one that encompasses not only athletic performance but also personal values, social impact, and entrepreneurial ventures.
This blurring of lines between sport and entertainment is also driving innovation in content creation. Rights holders are increasingly behaving like broadcasters, producing their own content and building direct relationships with fans. This creates opportunities for agencies like Soapbox to leverage their expertise in storytelling and content production to help clients connect with their audiences in new and engaging ways. Their work with Formula E, leading to client wins like Red Bull and Baller League, demonstrates this capability.
Looking Ahead: Defining the Future of Sports PR
Soapbox’s rebrand isn’t just a cosmetic update; it’s a statement of intent. It reflects their evolution into a full-service agency capable of delivering integrated communications, content, and partnership solutions. Their ambition to become the most respected voice in sports communications in the UK is a bold one, but it’s grounded in a clear understanding of the challenges and opportunities facing the industry.
The next decade will be defined by innovation, agility, and a relentless focus on earned attention. Agencies that can master the art of storytelling, build authentic relationships, and navigate the complexities of the digital landscape will be the ones who thrive. The fundamentals of PR – trust, relationships, and compelling narratives – remain constant, but the platforms and strategies for delivering those messages are constantly evolving. What are your predictions for the future of sports PR? Share your thoughts in the comments below!
