Storytelling in sport: Cut through the noise
“Sport has a way of cutting through the noise in a way few other things can“
Article written by: Jessica Hayden - Writer, Reporter and Sports Journalist
For so many of us, there will be a sporting event that had such an impact on our lives, is so engrained in our fibre, that we recall it as if it was a personal victory.
For me that moment came when my team, Championship soccer side Southend United, beat Manchester United in the Carling Cup. It was 7 November 2006, I was there with my dad and twin brother (a Manchester United fan) and it was one of the greatest memories of my childhood. I remember the excitement of seeing soccer legends Cristiano Ronaldo and Wayne Rooney walk through the car park at Roots Hall, Southend’s stadium, and stretching my arm between other fans’ legs to see if I could touch Ronaldo’s shoes. I can still hear the noise of the crowd when the game started; the sheer ecstasy of potential.
When Freddie Eastwood, our star striker, scored from a free kick, the stadium erupted with sound. It was the biggest moment in our club’s history, we were 1-0 up against a Premier League giant. The rest of the game was unbelievably tense, all of us barely able to watch with nerves as Sir Alex Ferguson screamed at his United team, willing them not to get knocked out of the Cup. Hundreds of Southend fans stormed the pitch when the final whistle blew, but not me. My dad was holding the back of my hood, preventing my best efforts to squirm free and run to hug my favourite players. It’s a day I will hold in my heart for the rest of my life.
Fast forward to now, and I’m still just as captivated by sport’s ability to inspire the world. As editor of Contested and a former sports journalist at The Times and The Sunday Times, I’ve seen firsthand how an athlete’s journey can captivate an audience, spark conversations, and create real emotional connections. When brands tap into that, the impact can be huge.
Throughout my career, I’ve had the privilege of covering some incredible moments in sport. Writing ‘The Red Roses’, a book about England’s women’s rugby team, gave me unprecedented access to the players and their stories. I got to see their struggles, triumphs, and everything in between. And you know what? People loved hearing about it. Because sports isn’t just about the game — it’s about the people behind it. Their grit, their passion, their setbacks and comebacks. You don’t always remember a score, but the story will stick with you.
That’s why brands who align themselves with athletes and their stories can build something really powerful. It’s not about slapping a logo on a jersey, it’s about sharing a narrative that people actually care about. At The Times, I worked on the Sportswomen of the Year Awards for several years, and the brands that got involved weren’t just supporting an event, they were aligning themselves with athletes whose values and dedication spoke directly to their audience in a way other influencers don’t. Celebrating female athletes and sharing their journeys not only brought their achievements to the forefront but also offered brands an opportunity to associate with inspiring figures who embody determination and excellence. That’s what people remember.
In a world where consumers are bombarded with ads, authenticity is everything. Sports storytelling gives brands a way to cut through the fluff and connect with people on a deeper level. When an athlete genuinely believes in a brand, their audience does too. That’s why Contested exists — to make it easy for brands and athletes to form these partnerships in a way that feels real and meaningful.
At the same time as brands contend with the very real problem of needing exciting ways to market themselves, there are athletes who are not making a living from sport despite having hugely-engaged audiences. These audiences are often geographically tied to a location and are supportive of the athlete’s journey. They are trusted by their followers, because there is genuine connection there. At Contested, we recognize the potential of that connection. Our platform connects brands with athletes, facilitating partnerships that are rooted in shared values and compelling stories. By doing so, we enable brands to harness the emotive power of sports storytelling, leading to enhanced engagement and loyalty among consumers.
Great storytelling in sports isn’t just about headlines, it’s about connection. When brands tap into the raw emotion, resilience, and passion that athletes bring, they create something far more powerful than a marketing campaign; they build trust. They spark inspiration. They make people feel something real.
That’s why I believe so strongly in what we are doing at Contested. After years of interviewing athletes and uncovering the stories that shape them, I’ve seen how much these narratives matter to fans. I think back to that Eastwood goal in 2006, and recognise how much power sports has to shape who we become. Every sports fan can pick out a moment when their team achieved something magnificent, which has resonated so deeply with them it’s become a part of their own story. When done right, sports storytelling isn’t just content; it’s a way for brands to be part of something bigger.
