The Next Big Thing – How Sports Brands Could Unlock the Power of Live Shopping
“Attention is the ultimate asset.”
This phrase, popularised by marketing expert and entrepreneur Gary Vaynerchuk, rings especially true in 2025 as live shopping emerges as a transformative trend. At its core, live shopping combines the immediacy of live streaming with the interactivity of e-commerce, creating a unique opportunity for brands to captivate and convert their audiences in real-time.
In recent years, live commerce has revolutionised the fan experience. By integrating instant purchasing into live streams and social media platforms, sports brands have not only driven higher engagement but also realised greater returns. This shift reflects an important truth: retail isn’t dying – it’s evolving.
Understanding the Opportunity
Retail has undergone a radical transformation, offering brands new ways to connect with Gen Z, Millennials, and even Gen X audiences. The key lies in understanding what resonates with these groups. While younger consumers might gravitate towards the authenticity of influencers showcasing retro football shirts or exclusive merchandise, older generations may prefer detailed demonstrations or workshops illustrating product value.
A successful live shopping strategy hinges on personalisation, ensuring that content is tailored to the preferences of the target audience. For example:
- Younger audiences might respond well to influencer-led streams, such as AwayDays promoting rare jerseys or StuntPegg offering behind-the-scenes narratives.
- Older audiences may appreciate clear, professional presentations or tutorials that highlight product quality and utility.
McKinsey Digital identifies two main ways this approach creates value:
- Accelerating Conversion: By tailoring the customer journey and understanding purchasing triggers, brands can drive faster and more effective sales. Sports and athleisure brands such as PUMA achieved a 737% gain in revenue (in one week!) by utilising the services of live shopping on TikTok, influencers from their affiliate programme reaching new algorithmic audiences.
- Boosting Brand Differentiation: Engaging live shopping experiences offer new paths to stand out, especially in crowded markets. For the 2023 Super Bowl, brand Fanatics hosted live streams where fans could purchase exclusive merchandise in real time, creating a sense of FOMO and capitalising upon the 76% of NFL fans who watch the sport already on streaming channels.
Challenges to Consider
While the potential of live shopping is immense, implementing it effectively comes with challenges. Sports brands need to navigate the following hurdles:
- Technological Barriers: Setting up a seamless live shopping experience requires robust infrastructure, from high-quality video production to integrated e-commerce platforms. Smaller brands may struggle to compete with the sophistication of larger players.
- Consumer Trust: For some fans, live shopping may feel unfamiliar or risky. Building trust through transparent pricing, clear return policies, and authentic interactions is essential.
- Content Fatigue: Over-saturating audiences with promotional content can backfire. Striking the right balance between entertainment and commerce is critical to maintaining engagement.
- Resource Demands: Live shopping requires significant time, effort, and expertise. From scripting and hosting live streams to analysing performance data, brands must be prepared to invest in their strategy.
From Awareness to Action
A well-executed live shopping campaign can overcome these challenges and unlock significant growth. For instance, a new shirt release is a golden opportunity to combine exciting creative, targeted messaging, and a range of purchase options. At WePlay, we see success hinging on collaboration across marketing, sales, and tech teams, supported by real-time analytics that are performance driven.
It’s also worth noting that the live shopping journey doesn’t have to start with a fully-fledged platform. A phased approach can be equally effective:
- Social Media First: Launching live shopping events on platforms like TikTok or Instagram can help build initial momentum.
- Integrated Channels: Over time, brands can scale to include owned streaming channels or exclusive content, such as live match commentary paired with merchandise sales.
- Traditional Retail Synergy: For fans who still value in-person shopping, complementing live streams with physical retail experiences, such as pop-up shops at stadiums, can drive greater engagement.
What’s Next?
Live shopping represents a dynamic revenue stream that sports brands can’t afford to overlook. It’s not just about selling; it’s about creating memorable experiences that fans will return to time and time again. To succeed, brands need a mix of creativity, technology, and data-driven strategy, all tailored to the unique demands of their audiences.
At WePlay, we’re passionate about helping sports brands explore and unlock the full potential of this exciting trend. By leveraging our expertise in fan engagement, paid media, and performance-driven analytics, we aim to guide brands through this evolving space. Whether it’s designing campaigns for key moments like kit launches or developing a phased approach to live shopping, we believe the future is about combining commerce with connection.
If you’re ready to elevate your fan experience and turn attention into action, we’d love to help you get started. Let’s create something extraordinary together: hello@weplay.co 👋