Why sport needs characters, not just champions

Brave Bison’s Gareth Harrison, strategy & innovation director at SocialChain, argues that in today’s scroll-fast culture, sporting success alone isn’t enough to capture fan attention.

From Jake Paul to Kings League, the rise of sporting personalities who entertain off the pitch signals a shift: fans want stories, not just stats. Authenticity, visibility, and character now drive connection — and that connection drives value.

Clubs and sponsors who embrace personality-led storytelling will win the long game, turning athletes into fan favourites — not just for what they win, but for who they are.

Read the full article on Creativebrief.