Sports and marketing are more connected than ever. From digital platforms to fan engagement, creativity and data now define how sports organizations grow.
This idea was in the spotlight at the launch of the book Marketing in Sports, held at the Centre for Sustainable Development of the Međimurje University of Applied Sciences in Čakovec. The event brought together experts from across the region, including Sofascore’s Head of Brand and Communications, Iva Kirin, who joined a panel discussion on modern marketing practices in sport.
The book, co-written by Dr. Andrijana Kos Kavran (Croatia), Prof. Dr. Milijanka Ratković (Serbia), and Assoc. Prof. Dr. Miha Lesjak (Slovenia), explores today’s key marketing trends, from sponsorships and brand positioning to sustainability and digital transformation.
From Data to Brand Growth
During the panel, Iva Kirin spoke about how Sofascore’s growth was built on two foundations: data and brand.
“Sofascore is proof that growth can come through the proper use of data and the right approach to brand building,”
Iva Kirin, Sofascore’s Head of Brand and Communications
Kirin encouraged clubs and associations to start thinking of themselves as media platforms with loyal audiences ready to be activated.
“Sport isn’t just those 90 minutes on the pitch. It’s about creating something bigger, content that keeps fans engaged even when the game ends. When you do that, sponsors become more willing to invest because they see a much wider picture.”
Iva Kirin, Sofascore’s Head of Brand and Communications
By combining data insights with creative storytelling, organizations can build stronger brands that last beyond the final whistle.
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Creativity, Data and Community as the Foundation of Success
According to Kirin, success in sports marketing comes from blending creativity with analytics.
“You have to be creative. Just like when applying for a job, experience matters, but you also need to stand out. Attractiveness draws sponsors and helps people recognize your value.”
Iva Kirin, Sofascore’s Head of Brand and Communications
She also stressed that no serious sponsorship discussion can happen without data.
“Emotion still drives interest, it goes hand in hand with sport. But sponsors need numbers to justify their investment. Data opened many doors for us, partners now reach out because they want to shape the future of sport together with us.”
Iva Kirin, Sofascore’s Head of Brand and Communications
This balance between emotion and data is what allows sports organizations to tell authentic stories while proving their impact.
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Turning Data Into Visibility: The Power of Torneo by Sofascore
One of Sofascore’s key contributions to sports marketing is Torneo by Sofascore, a software solution that connects grassroots competitions with a global audience.
“Torneo by Sofascore allows tournament organizers to input match data directly into our platform. That data is then visible to over 120 million fans worldwide. This gives local clubs and tournaments visibility, which they can use to promote themselves and build their fan base.”
Iva Kirin, Sofascore’s Head of Brand and Communications
>> Read more about Torneo by Sofascore partnerships around the world
Through Torneo, Sofascore helps smaller organizations grow their reach, proving that technology and data can empower every level of sport, not just the professional stage.
Marketing as an Investment in Community
Finally, Kirin reminded that marketing should never be seen as an expense, but as an investment.
“Investing in marketing means investing in your community. When that community becomes loyal, it becomes the perfect foundation for growth, in every sense, including financial.”
Iva Kirin, Sofascore’s Head of Brand and Communications
That philosophy perfectly reflects Sofascore’s mission: to help fans, clubs and partners connect through meaningful data and authentic communication, building a global sports community.