Whether they’re a prank gone wrong, an unexpected star performance or a heartwarming tribute, viral sports moments capture the world’s imagination. They help athletes and teams connect with new fans, build communities of team loyalty and create enduring memories that transcend the box score.
But how do brands generate these bankable PR moments? It’s often easy to point to one resonating activation and chalk it up to luck. The truth is that a successful viral moment requires strategic planning and execution. PR tactics like celebrity influencers and media amplification can certainly fuel the initial buzz, but the campaigns that truly stand out over the long term have more to do with identifying the right Voices and Channels for maximum impact.
One of the most iconic examples of a viral sports moment was Shakira’s “Waka Waka” campaign for the 2010 World Cup. The wildly popular song and video was more than just a promotion for the tournament—it became an emblem of the event itself and a symbol of the global energy that fueled it.
For another example, college football fans are still buzzing about the moment when former Penn State coach James Franklin dropped a F-bomb while discussing his firing on College GameDay this weekend. His honest and raw commentary captured the public’s attention, helping him to reclaim his relevance in the sport while also showing off his humorous personality. As a result, the story was shared over 1 million times and sparked more conversations on social media than any other College GameDay-related content that day.