All Eyes on Me: How Sports PR Leverages Viral Moments in Global Sport.

Roger Hampel

In today’s hyper-connected era, a single viral moment in sports can eclipse an entire season’s worth of marketing. Sports PR teams and marketers have learned that real-time reactions and proactive strategies around these moments can yield enormous brand dividends. Whether it’s a spontaneous gesture by a superstar or a scripted social media stunt, these incidents become global talking points, driving engagement and shaping public perception.

This dynamic is both an opportunity and a risk: a well-handled viral moment can boost brand image and commercial metrics, while a mismanaged one can dent reputations. The following case studies – from football PR wins to meme-worthy NFL content – illustrate how savvy sports communication strategy turns viral fame into lasting brand value.

Ronaldo vs. Coca-Cola: When Values Go Viral

One of the most talked-about viral moments in sports came during Euro 2020 (held in 2021) when Cristiano Ronaldo removed two Coca-Cola bottles from a press conference table – and urged viewers to “drink water” instead. The clip exploded across social media and headlines worldwide. Almost immediately, media reports (even if somewhat sensationalized) noted that Coca-Cola’s market value dropped by $4 billion after Ronaldo’s gesture.

The company’s stock fell 1.6%, from $56.10 to $55.22, coinciding with the stunt (sportsnet.ca). While analysts later clarified that the share dip had other factors, the PR impact was undeniable. Coca-Cola, a Euro 2020 sponsor, hurried to respond with a diplomatic statement that “everyone is entitled to their drink preferences” and different “tastes and needs”(sportsnet.ca).

For Ronaldo, the moment reinforced his personal brand as a health-conscious role model, separate from the tournament’s sponsors. With over 300 million Instagram followers at the time (now well over 600 million), Ronaldo’s personal PR megaphone was powerful. Indeed, Ronaldo’s snub highlighted a new balance of power: athlete activism and authenticity vs. sponsor messaging.

The social media metrics from this incident were staggering. According to a Commetric analysis, Ronaldo’s Coca-Cola move was mentioned in 223,000 tweets by 191,000 users, generating 3.16 billion impressions on Twitter. It sparked countless memes and a global debate on sugary drinks and health. UEFA even had to warn teams not to move sponsor products at pressers, fearing a trend.

From a reputation management angle, Ronaldo’s camp leveraged the viral attention to bolster his image (consistent with his long-term stance on fitness), while Coca-Cola’s PR team had to execute damage control and emphasize consumer choice. The media value of the exposure was a double-edged sword: Coca-Cola got billions of impressions – but in a context it didn’t desire – whereas Ronaldo’s “drink water” message landed as authentic and positive, exemplifying how a viral moment, if aligned with an athlete’s values, can build their brand even at the expense of a sponsor’s agenda.

Federer and Nadal’s Farewell: Emotion as Engagement Gold

Not all viral sports moments are controversial – some are heart-warming displays of sportsmanship that PR teams can wholeheartedly embrace. A case in point is Roger Federer’s emotional farewell at the 2022 Laver Cup, where he played his final match partnering with long-time rival Rafael Nadal. The image of Federer and Nadal sitting together in tears – rivals turned friends – went viral worldwide, dominating social feeds and headlines as an iconic sports moment. The sports PR impact was immediate and measurable.

Comparison of social media engagement metrics for the Laver Cup in 2021 vs 2022, highlighting the surge during Federer’s retirement weekend (Source: Blinkfire Analytics analyticsblog.blinkfire.com).

Federer’s team and Laver Cup organizers had meticulously planned his send-off to maximize fan sentiment, and it paid off in spades. Social media tributes flooded in under hashtags like #RForever, and engagement skyrocketed. According to Blinkfire Analytics, the 2022 Laver Cup (boosted by Federer’s retirement) gained 175,000 more followers than the previous year – a 316% increase. Total social media engagements jumped 500%, from 1.5 million in 2021 to 9.5 million in 2022.

Video content blew past records: total video views surged by 514% (12.4 million to 76.3 million) during the event. In short, an emotional moment translated into massive media value and fan growth. The tournament’s Instagram alone added 138,000 followers in the week of the event, and Instagram Reels related to Laver Cup 2022 amassed over 47 million plays. By every metric – follower spikes, interactions, video virality – Federer’s farewell became a branding bonanza for the Laver Cup and tennis at large.

Why was this so valuable from a PR perspective? First, it humanized global superstars, reinforcing Federer’s legacy as a beloved ambassador of the sport. “It will undoubtedly become one of the most touching moments in sports history,” Blinkfire noted of the imagery. Emotional storytelling like this builds goodwill that sponsors love to attach to.

Image: Laver Cup 2022

Second, the engagement surge meant eyeballs for partners: more impressions of logos on court and in highlight videos (numerous sponsors got extended screen time in those viral clips and photos). Indeed, the media exposure and positive sentiment were priceless – the kind of organic PR you can’t buy with ads alone.

For sports communication teams, the lesson is clear: lean into genuine emotional moments. The PR teams amplified this farewell by sharing behind-the-scenes content, heartfelt messages from other athletes, and interactive posts (e.g., asking fans to share their Federer memories), further driving engagement. As an outcome, the Laver Cup’s brand equity jumped, and Federer’s own brand transitioned gracefully into retirement with an emotional crescendo that sponsors and stakeholders could celebrate.

Titans’ Viral Schedule Release: Humor, Memes, and Millions of Views

Sometimes, sports PR and marketing teams create the viral moment themselves. A brilliant example of real-time marketing and social media strategy comes from the NFL’s Tennessee Titans. In 2023, the Titans’ social media team opted for a humorous “man-on-the-street” video to unveil their season schedule.

They hit Broadway in Nashville and asked random passersby to identify NFL team logos – with hilarious results. (Most interviewees had no clue, guessing things like the Atlanta Falcons logo was a “Red Stallions,” the Jacksonville Jaguars a “Chester Cheeto,” etc.) The resulting video was internet gold – a viral moment in sports marketing that even rival teams joined in on. (The Atlanta Falcons’ social media team jokingly rebranded their profile as “Red Stallions” for a day to ride the memejohnwallstreet.com.)

The numbers speak to the campaign’s success. The low-fi, comedic video racked up tens of millions of views across platforms. Excel Sports Management estimated the two-minute clip generated 73.1 million impressions in aggregate across Twitter (X), Facebook, and Instagram – far eclipsing the team’s professionally produced schedule release video, which had about 1.28 million impressions.

In fact, the Titans’ funny “B-side” video became “the most viewed schedule release ever in the NFL,” according to Titans’ Chief Marketing & Revenue Officer Gil Beverly. It also notched the second-highest engagement of all NFL teams’ 2023 schedule videos on Twitter, behind only a big-budget Los Angeles Chargers video. On X (Twitter), the Titans’ post drew about 4.6 million views and 25,000 likes in short order, and on TikTok it became a viral hit via reposts as well.

What made this sports PR stunt so effective? Authenticity and humor. “In social media, less is often more. This B-side video looked and felt like the other DIY videos in people’s feeds… that was part of its appeal,” explains Ben Shields, an MIT sports media lecturer, adding that its “healthy dose of humor” led to engagement that algorithms rewarded with even more reach. In other words, it didn’t come across as a marketing ploy – it felt organic, relatable and very sharable.

The Titans’ PR team also showed a keen understanding of platform culture. They intentionally crafted this content for TikTok/Instagram audiences (younger, looking for laughs) separate from their polished official video aimed at core NFL fans. This platform-specific strategy paid dividends, drawing in casual fans who might not typically engage with a schedule announcement. Importantly, the Titans embraced the meme without ego: they were “in on the joke,” lightly editing the video and never mocking the participants. The tone struck just the right balance, generating positive sentiment.

From a brand-building standpoint, the Titans gained national and even international exposure from this campaign – a big win for a smaller-market team. Their social following saw a boost, and the engagement data (73 million impressions!) gave sponsors concrete evidence of the Titans’ marketing reach.

“Good ideas are more important than production value,” Titans executive Gil Beverly noted, pointing out the video achieved its record virality “without any… budget, influencers, or celebrity integrations”johnwallstreet.com.

That quote is a take-home lesson for sports communication strategy: creativity and timing can beat big budgets. By empowering a young social media crew to try a non-traditional idea, the Titans unlocked an outsized impact – the kind of viral resonance money can’t always buyjohnwallstreet.com. It’s real-time marketing at its finest: quick-witted content that taps into fan culture, released at the perfect moment.

2023–2024: Pop Culture Crossovers and Mega-Moment Marketing

In the past two years, sports PR has increasingly blended with pop culture, creating viral moments that transcend sports and drive commercial gains. A prime example is Taylor Swift’s sudden intersection with the NFL in 2023. When the pop superstar began showing up at Kansas City Chiefs games to support player Travis Kelce, the NFL and Chiefs’ PR teams wasted no time leveraging the frenzy.

Swift’s appearance at Arrowhead Stadium turned a regular season game into front-page news. Kelce’s jersey sales spiked nearly 400% in the aftermath, briefly making his jersey one of the top sellers in the league (espn.com). The broadcast that first showed Swift in the suite drew 24.3 million viewers, and notably saw female teen viewership jump 8% compared to the norm – a new demographic tuning in.

Sensing an opportunity, the NFL’s social media cheekily changed its bio to “NFL (Taylor’s Version)” with a photo of Swift at the game, signaling that the league was fully embracing the pop culture moment. This cross-over viral event earned the NFL massive media coverage in lifestyle and entertainment outlets, expanded its audience (Swift’s fandom paying attention to football), and even led to rumored sponsorship tie-ins (e.g. Swift-themed game promos).

The key was the NFL leaning into the unexpected PR opportunity in real time, rather than treating it as a distraction. By playing along with the cultural moment – even as far as NFL’s official X account peppering Swift references – the league bolstered its brand cool factor and engaged a new segment of fans. Meanwhile, both Swift and Kelce enjoyed a surge in social media followers and public interest, demonstrating how a well-managed viral moment can be a win-win for personalities and sports brands alike.

Another huge recent example is Lionel Messi’s arrival at Inter Miami in 2023, often dubbed the “Messi Effect.” Unlike a spontaneous viral clip, this was a planned signing, but the viral fanfare around it was enormous and carefully harnessed by PR teams. Messi’s unveiling and debut goal (a stunning free-kick winner) became viral content globally, trending across Twitter, Instagram, and sports media. In the span of days, Inter Miami’s social media following exploded.

The club’s Instagram follower count jumped from around 1 million pre-signing to over 12 million within a week of Messi’s debut, eventually reaching 15.4 million+ by year’s end – making Inter Miami more followed on Instagram than any NFL, MLB or NHL franchise, and all but three NBA teams. The commercial impact was equally striking: Inter Miami achieved a club-record revenue of at least $120 million in 2023, more than double the previous year, largely thanks to Messi’s presence boosting ticket sales, sponsorships, and merchandise. The team immediately sold out every game and raised ticket prices dramatically (yet still saw 90% of season-ticket holders renew for 2024).

PR and marketing teams were ready to capitalize: they timed sponsorship renewals to Messi’s arrival to negotiate higher deals, and built campaigns around the slogan “Messi Mania.” The result is one of the most significant brand transformations in sports – a once-obscure MLS club now a global social media phenomenon and revenue powerhouse.

It shows how leveraging a viral moment (in this case, one of the greatest athletes switching teams) with a 360-degree comms strategy – from social media buzz to jersey launch events to influencer collaborations (e.g. inviting Latin music stars to games) – can yield sustained commercial advantage.

Even the Olympics and niche sports have seen PR windfalls from viral moments. When two high jumpers at Tokyo 2020 agreed to share the gold medal rather than jump off, their spontaneous sportsmanship became a feel-good viral story of the year. The Olympic PR machinery amplified this heavily – the IOC pushed out the clip on every channel, portraying it as an example of Olympic values of friendship and respect.

What could have been confusing (it hadn’t happened in track & field for over a century) turned into a global PR win, with media calling it “the most uplifting story of the Games”. Sponsors of those athletes enjoyed positive mentions, and the moment likely drove engagement with Olympic content among even casual observers who saw the clip on social media. This illustrates how, by framing a viral narrative positively, PR teams can turn an unpredictable occurrence into a brand asset.

Similarly, in motorsports and esports, viral content plays a growing role. Formula 1’s popularity boom in the U.S., for instance, owes a lot to the viral Netflix series “Drive to Survive” – essentially a PR masterstroke by Formula 1 to package the sport’s drama for new audiences.

Drivers and teams now lean into viral social moments (from playful radio soundbites to celebratory memes) knowing it humanizes them and attracts younger fans. In esports, teams regularly collaborate with popular streamers and meme accounts to amplify tournament highlights or funny moments, blending gaming culture with mainstream sports PR. The common thread: blurring the line between athletes and influencers to grow reach.

Expert Insights:

Strategy and Best Practices for Viral Sports PR

Savvy sports communications professionals increasingly treat viral moments not as luck, but as a key component of strategy – something to anticipate, react to, and even manufacture. Here are some best practices and insights gleaned from experts and case studies in sports PR strategy:

• Anticipate and Prepare for Virality: 

  Teams can’t script every viral event, but they can scenario-plan. Major milestones (a record-breaking game, a retirement, a star signing) should have PR and marketing plans ready. For example, Nike famously had a tribute ad cued up to post the minute LeBron James broke the NBA scoring record, capitalizing on the real-time buzz. Preparation is key to real-time marketing – brands that move fastest reap the rewards (espn.com).

  
  

• Be Agile and Embrace Real-Time Marketing: 

  The Oreo “Dunk in the Dark” Super Bowl tweet proved that quick, witty responses can overshadow expensive ads. Sports PR teams now operate social “war rooms” during big games and events to jump on memes or viral plays instantly. The Titans schedule video case showed that being light on your feet – pivoting to post a fun B-side content when you see an opportunity – can yield outsized engagement (johnwallstreet.comjohnwallstreet.com). In the moment, don’t be afraid to adapt the plan.

  
  

• Authenticity and Humor Win Hearts: 

  Audiences, especially younger fans, respond to authenticity over polish. “Less is often more” on social media content, notes MIT’s Ben Shields, referring to the Titans’ low-fi viral hitjohnwallstreet.com. Whether it’s an athlete showing personality (like Naomi Osaka speaking candidly on mental health) or a team making fun of itself, genuine content builds trust. Humor, when on-brand, is extremely shareable – just ensure it’s good-natured. A laugh can humanize a brand overnight.

  
  

• Align Viral Moments with Brand Values: 

  Not every viral craze is right for every brand. The best PR leverage happens when the moment reinforces the image you want to project. Ronaldo’s water-over-soda stance worked for him because he’s known for fitness discipline. When an athlete or team finds a viral spotlight aligning with their values or community image, lean in and amplify it. Conversely, if the viral moment is negative (a scandal or gaffe), PR pros recommend addressing it transparently and quickly, to turn a crisis into an opportunity to show accountability – a different kind of alignment with values (honesty, improvement).

  
  

• Engage Influencers and Creators: 

  Modern sports PR often involves teaming up with popular creators to amplify reach. Leagues like the NFL have made influencers a “core part” of their strategy – in 2023 the NFL’s Creator of the Week program generated over 153 million impressions and 46.5 million views by having YouTubers and TikTokers produce content around gamessportsbusinessjournal.com. For 2024, the NFL is putting 50+ creators on the sidelines in opening week (including YouTube star iShowSpeed) to capture content for young audiences (sportsbusinessjournal.com). The takeaway: meet fans where they are – which increasingly is on influencer channels. This extends to athletes themselves acting as influencers; e.g., some star players live-streaming or vlogging their experiences to complement official coverage. It’s a potent way to engage the digital-native demographic.

  
  

• Leverage Data and Analytics: 

  Being “data-driven” isn’t just a buzzword. PR teams now closely monitor engagement data, sentiment analysis, and media mentions in real time during viral moments. This helps in adjusting strategy on the fly and in quantifying the impact after. For instance, tracking the media value of a viral post (impressions, sponsor logo visibility, follower growth) lets you demonstrate ROI to sponsors and executives. As seen with Blinkfire’s analysis of Federer’s farewell or Excel’s tracking of the Titans video, hard numbers tell a powerful story (analyticsblog.blinkfire.comjohnwallstreet.com). Successful teams bake data analysis into their campaigns – what gets measured gets improved.

  
  

• Stay Positive and Control the Narrative: 

  In a fast-moving viral scenario, misinformation or negative angles can spread too. Effective sports PR involves crisis communication readiness – having clear, honest messaging to set the record straight if needed. The Ronaldo incident, for example, spawned exaggerated headlines about Coca-Cola’s stock loss; a Forbes piece and others corrected the narrative that Ronaldo alone didn’t wipe $4B off the stock (forbes.comcommetric.com). Smart PR teams will gently clarify facts without pouring cold water on the fan conversation. Overall, guiding the narrative toward what you want associated with that moment (health awareness in Ronaldo’s case, sportsmanship in the Olympic case, fun and inclusivity in the Titans’ case) is the goal.

  
  

In summary, sports PR in 2025 is about blending planning with nimbleness. Viral moments – be they heartwarming, humorous, or even seemingly trivial – have immense power to shape brand perceptions and commercial outcomes. The best teams and leagues are those who integrate real-time marketing into their sports communication strategy, capitalize on positive frenzies, and weather the negative ones with savvy engagement.

From football press conferences to viral moments in sports like emotional retirements and meme-able videos, the playbook is evolving. As these case studies show, a well-played PR response can turn a few seconds of viral fame into lasting brand loyalty, robust engagement numbers, and even revenue spikes. In the age of “moment marketing,” every day presents a new game – and the world is watching, click by click.