Study Highlights Shift To Cross-Platform Sports Marketing Strategy.

A new case study from Audacy highlights how energy drink brand C4 Energy leveraged sports fandom and cross-platform media to drive measurable sales, underscoring broader shifts in modern sports marketing.

The report details how C4 Energy partnered with Detroit sports radio station “97.1 The Ticket” WXYT-FM to engage fans of the Detroit Lions through a multi-platform campaign that blended audio, video and interactive content. At the center of the effort was a YouTube-exclusive postgame show that evolved into a recurring weekly destination for fans.

Rather than relying solely on traditional advertising, the campaign focused on integrating the brand directly into the fan experience. Interactive features, including a “C4 Question of the Week,” encouraged audience participation and helped transform passive listeners into active contributors.

The initiative extended beyond a single platform, incorporating radio broadcasts, streaming audio, podcasts and social media, creating what Audacy describes as a seamless path from content engagement to retail purchase. “The result? A connected, cross-platform experience that didn’t just drive engagement. It drove sales,” the company said in its analysis.

The campaign reflects a broader evolution in sports fandom, Audacy says, where audiences increasingly engage with content across multiple channels rather than limiting their attention to live games. According to Audacy, today’s fans “don’t just watch games” but instead interact with sports content throughout the day, across platforms and communities.

Industry research cited by the company shows that this shift has created new opportunities for brands to connect with consumers. Sports fans are now more likely to follow discussions, analysis and behind-the-scenes content, particularly through audio formats such as radio and podcasts.

Audacy’s broader “State of Audio” research indicates that audio plays a central role in this ecosystem, with highly engaged fans listening longer and forming deeper connections that can influence purchasing behavior.

The C4 campaign also illustrates how marketers are moving beyond traditional sponsorship models toward immersive, experience-driven strategies. Instead of focusing on visibility alone, brands are increasingly seeking to become part of the conversations and rituals that define fandom.

Experts say that approach is critical as media consumption becomes more fragmented. Fans now move fluidly between live broadcasts, social media, streaming platforms and on-demand content, requiring brands to maintain a consistent presence across multiple touchpoints.

Audacy’s findings suggest that campaigns which successfully integrate across these environments can create stronger engagement and more direct paths to conversion. By aligning with fan behavior and embedding itself within the content experience, C4 Energy was able to translate audience attention into measurable sales outcomes.

Audacy said the campaign demonstrates what modern sports marketing looks like: “meeting fans where they are, moving with them across platforms, and turning attention into action.”