“How you show up differently with ownable, distinctive assets—things that only your brand can do—that’s where the good stuff is,” Kaplan reflected.  

Authentic brand experiences can also come from unexpected places. Wesley pointed to Alex Freeman, the previously unknown U.S. men’s national soccer team player who became a viral sensation, as exactly the type of unscripted moment that marketers should be ready to leverage. 

“Those are engagements that are pure, that you can’t necessarily plan,” she stressed. “Making sure that you’re engaged in culture allows you to participate in those moments.” 

For Phillips, success comes down to a simple truth: The best sports ads, such as Stella Artois’ World Cup commercial with David Beckham, capture what it feels like to be a fan. “That really deep understanding of your audience, of what’s happening—associating that with your brand, that’s the type of success I think brands are looking for,” he said.