How Durable Goods, CPG and Lifestyle Brands Leverage Sports Marketing
by Kent Koen
I spent the first part of my career in the sports marketing and media industries where I had the privilege of working with, and learning from, some of the most innovative minds in sports. Folks like Jim Host (Host Communications), Marc Kidd (Host Communications | Captivate), Mark Dyer (Host Communications | NASCAR | Taymar), Scott Willingham (Host Communications), Tim Cline (Host Communications | Learfield Sports), Chuck Jarvie (Host Communications | Dr. Pepper Co. | P&G), Chris Plonsky (The University of Texas at Austin), and Brian Gordon (ABC Sports | USOC | NWSL) were the sounding boards that fueled my love of sports and my desire to absorb everything I could about the value an association with sports can bring to brands.
The second part of my career, with a few stops in between, has been spent in the durable goods/consumer-packaged goods (cpg) industry. During that time, I’ve closely followed, and lived, the strategies that have transformed durable goods, cpg, and lifestyle brands into market leaders.
At a high level, here’s how those product categories differ:
Durable Goods: Products with a long-life cycle. Infrequently purchased, high-consideration products, like appliances, cars, electronics, and home goods.
Consumer-Packaged Goods (CPG): Everyday items with short purchase cycles. Products like snacks, beverages, cleaning products, and toiletries fall into this category.
Lifestyle Brands: Go beyond products. Lifestyle brands sell an identity, community, and aspirational way of life. Think fashion labels, fitness apparel, adventure gear, or even health and wellness brands.
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In the vast arena of consumer marketing, understanding the nuances between categories is essential for crafting strategies that stick. Durable goods, consumer-packaged goods, and lifestyle brands all play different games, but there's a powerful wildcard that can elevate all three: sports marketing.
And that’s where my two career worlds collide.
I’m a firm believer in affinity group marketing. A believer in the notion that we as consumers are more likely to be supportive of brands that support a team or organization we feel strongly about. If, for example, Hellmann’s is a sponsor of the Texas Longhorns, am I more inclined to try Hellmann’s before another brand in the category? Absolutely.
Durable Goods + Sports
Because these products are purchased infrequently, brands need to build long-term trust and loyalty. High consideration means we, as buyers, do our homework, compare extensively, and seek reassurance of quality and longevity. Our focus, as it should be, is on product quality, reliability, warranty, and performance.
For these brands, sports are the perfect metaphor for endurance and performance. Sponsoring teams, athletes, or events creates instant association with strength, resilience, and reliability. Think of car brands sponsoring racing teams, not just for speed, but for engineering excellence under pressure.
Other examples include Jordans Furniture’s longstanding partnership with the Boston Red Sox, where the company leverages stadium signage, in-store events and ticket giveaways and Gallery Furniture’s high-profile partnership with the Houston Astros that includes stadium signage and promotional tie-ins.
CPG + Sports
CPG includes everyday items with short purchase cycles, things like snacks, beverages, cleaning products, and toiletries.
With frequent purchases, CPG is all about top-of-mind awareness and impulse buying. Pricing, promotion, and accessibility often drive consumer decision-making more than deep brand loyalty, although emotional connections are still crucial.
CPGs thrive on visibility. Sports provide massive reach through things like stadium ads, athlete endorsements, and halftime sponsorships that hit consumers in high-energy moments. The association with fun, community, and shared experience taps into emotional decision-making. Think of soft drinks and snack brands dominating Super Bowl commercials.
Pepsi is one of the largest sponsors in the sports world, with major deals including a major sponsorship with the National Football League (NFL). The company uses sports marketing to build brand awareness and connect with fans through advertising, event sponsorships, and athlete endorsements.
Coca-Cola is probably one of the historically most active beverage sponsors in sports, with partnerships with the International Olympic Committee and the FIFA World Cup.
Lifestyle + Sports
For lifestyle brands, it’s all about aligning with our values and aspirations. Storytelling, cultural relevance, and community building are essential.
Collaborations with athletes, leagues, or sports influencers give lifestyle brands instant credibility and cultural cachet. Limited-edition drops, athlete-designed collections, or branded experiences at sporting events create loyalty. Sports also naturally extend the narrative of community belonging.
A Common Thread: Emotional Resonance Through Sports
Regardless of category, sports marketing offers something universal: the power of emotion.
Durable goods borrow sports’ resilience and performance ethos.
CPG captures attention in high-energy, high-frequency moments.
Lifestyle brands weave themselves into cultural relevance and personal identity.
When brands leverage sports authentically, they don’t just sell products, they become part of the action, part of the story, and part of our passion as consumers for sports teams, leagues, and athletes.