Sports audiences are some of the most passionate and engaged in media. But that doesn't mean they should be approached like every other audience.With another huge year of global sporting events underway, Multilocal’s VP Marketing, Carla Trancoso O'Reilly shares why she believes sports require a different programmatic playbook - from understanding the emotional nature of fandom to balancing AI with human expertise and why omnichannel curation matters more than ever.
Why is sport such a unique environment for advertisers?
Sport isn't simply another audience segment. It's driven by emotion. Fans identify with teams, players and communities in a way that's very different from most media. That emotional investment creates moments of incredibly high attention, but those moments are fluid and often unpredictable. It means marketers need a different strategy from the traditional always-on approach.
So what should marketers be doing differently?
Think in moments rather than campaigns. The best sports strategies are built to adapt. Of course, you will plan around major tournaments or championship games, but some of the biggest opportunities come from the unexpected - a remarkable performance, a dramatic upset or a cultural moment that suddenly captures everyone's attention. Programmatic gives us the ability to react quickly. The advertisers that succeed are the ones prepared to do exactly that.
And the biggest misconception marketers have about sports advertising?
That scale alone equals success. Sports certainly delivers massive audiences, but effectiveness comes from relevance.
What role does omnichannel play in sports marketing? Why is it especially important in sport?
It's essential. Sports fans increasingly exhibit multi-screen behavior, watching live events on Connected TV while simultaneously following social media, checking statistics, listening to commentary or engaging with other fans on mobile devices. Then they may listen to a podcast the next morning and see relevant messaging on DOOH billboards as they go about their day. Their journey is varied, so our media strategies should be too. Meeting audiences consistently across those environments creates a far stronger experience than relying on one channel alone.
AI is transforming advertising. Is AI enough when it comes to sports marketing?
AI is brilliant at processing huge amounts of data, optimizing campaigns at speed and learning. That's incredibly valuable in sport, where attention can change in minutes. But AI doesn't understand context. It doesn't know why one rivalry means more than another, why a particular athlete suddenly dominates every conversation or why one victory resonates beyond the result itself. That's where human expertise still matters. The strongest outcomes come when intelligent automation combines with people who understand the audience and the moment.
Where does curation fit into all of this?
For me, curation is what connects intelligence with execution. It gives advertisers greater control over supply, prioritizes premium environments and helps campaigns begin in the right places instead of relying on endless optimization later. In a category where timing and relevance are everything, that's a real competitive advantage.
If readers remember just one thing, what would you want it to be?
Don't just buy sports inventory; understand sports behavior. That's where the real opportunity lies. Success isn't always about reaching the biggest audience; it's about showing up in the right environment, at the right moment, with the right message. Sport doesn't follow the usual rules, and neither should your media strategy. That's where programmatic delivers its greatest value - and where intelligent curation makes a real difference.
