Sports and music are both deeply rooted in contemporary culture, with chants, anthems, songs and soundtracks providing a heightened emotional connection to teams and leagues across the world.
Whether it's your national anthem at the Six Nations, a half time show at the Superbowl, or the iconic Champions League track before a match, music can play many roles in sport: celebrating a moment, providing a musical narrative to a sporting story, providing a musical representation of sports physicality and bodily movement, or as an expression of fandom and as a means to strengthen common identity.
Teams carefully craft their fans’ experience, whether they are in the stadium or watching on a screen, bringing their audience together to feel unified and inspired. A successful sonic brand identity in the world of sport will reach beyond match-day to create a unique and authentic sonic experience that could encompass events, environment, advertising, ringtones, apps, and more.
“ Sport and music have the power to bring out our irrational mind, stirring our emotions, passions, and energies, whether we’re on the field ourselves or desperately rooting for those who are. ”
Celeste's "Stop This Flame" has become synonymous with Sky Sports' football programming for 2020/2021, and the sports broadcast space has grown increasingly competitive in the last couple of years. As new players like Amazon cause and respond to big shifts in audience behaviours, we are now facing a key moment for brands to be assertive and bold with their sonic identity.
The most iconic tracks in the sporting world
The Champions League & Handel
Everyone knows exactly what to expect as soon as you hear the Champions League hymn ringing out. The rework of Handel’s Zadok the Priest is a favourite of Wayne Rooney, who told Classic FM: “Playing in and winning a Champions League final was something I dreamed of as a kid and a big part of why I left my boyhood club. Every time I hear that music, the memories come flooding back.”
It creates a distinctive sound for the League, consistently triggering positive recall from fans and players alike. It’s bright and impactful, echoing the theatrical nature of the sport and forming a deep connection with the listener.
Chariots of Fire
Chariots of Fire, by the Greek musician Vangelis, is the most popular piece of music used in sports, according to a 2018 survey. Written for the 1981 Academy Award-winning film of the same name, it has become the soundtrack to the Olympic Games and especially the London 2012 Olympics, and synonymous with nobel endeavour, struggle and triumph.
Nessun Dorma & You'll Never Walk Alone
Puccini’s Nessun Dorma and Liverpool Football Club’s You’ll Never Walk Alone rounded out the top three: both iconic and deeply emotive pieces of music. When these songs are sung on the terraces it creates a powerful shared identity.
Brands should be looking for the same rich connections in the music they use. It’s a prime opportunity to proudly declare who you are and what they stand for, communicating deeply with the audience on an intuitive level .
Seven Nation Army
The riff of The White Stripes’ hit, Seven Nation Army, is a football fan favourite; played after every goal in the Euros, every member of the crowd sings along to celebrate their success. The simple and instantly catchy riff provides an emotional release after tension, and it’s memorable enough to pick up and join in instantly. Written by Jack White, based on a score by Bruckner, it brings together classical influences with modern pop/rock music in an accessible way: many fans likely have no idea about the origins of the song, but respond to the electrifying hook.
Whilst football might take the trophy for most iconic soundtracks, music is a key component to a wide range of sports, from cricket and athletics to Formula One, darts and rugby. Sports also have the ability to bring out our inner patriot, often dormant in all other areas of life. When hearing our national anthem in an international tournament we thrill with pride at the unified experience.
Whitney's version of the Star Spangled Banner is unbeatable, in our opinion
Sport and music have the power to bring out our irrational mind, stirring our emotions, passions, and energies, whether we’re on the field ourselves or desperately rooting for those who are. Sport branding sonic identities need to speak to our transcendent desire to be swept away in epic emotion.
Whilst football might take the trophy for most iconic soundtracks, music is a key component to a wide range of sports, from cricket and athletics to Formula One, darts and rugby. Sports also have the ability to bring out our inner patriot, often dormant in all other areas of life. When hearing our national anthem in an international tournament we thrill with pride at the unified experience - no more so than US natives at the Star Spangled Banner, sung by 100s of the world’s greatest American pop and rock stars.
The Half Time Show
It’s the single biggest Music + Sport event of the year: The Super Bowl Half Time Show.
Kendrick Lamar’s 2025 controversial halftime show in New Orleans sparked widespread debate among fans and media, around both real American politics and Kendrick’s personal politics over his long term feud with Drake. While much of the media frenzy surrounding the performance centred on his diss track “Not Like Us”, the deeper racial messaging woven into his setlist, staging, and visuals made it one of the most politically charged Super Bowl halftime shows in recent history, and the most watched.
Kendrick Lamar's Apple Music Super Bowl Halftime Show
Beyoncé and Netflix threw a huge curve ball into the normal NFL programming with a Christmas Day Half Time Show at the Texans vs Ravens. Could Netflix streaming lead to more live performances from A-Listers?
The secretly-musically-talented sports stars
The Philly Specials
Philadelphia Eagles legends Jason Kelce & co have released Christmas Singles over the last few years, raising money for charity, and even making it to the charts. We don’t say this lightly: Jordan Mailata can actually sing!
The NBA record label crossover no one knew they needed
The Golden State Warriors are the first NBA team to establish their own record label, Golden State Entertainment. Their debut album, “For the Soil”, features prominent Bay Area artists, including E-40, Too Short, and Saweetie. Music is such a prominent part of culture, so this is an excellent strategic move to try further engage their fan base.
David Kelly (Executive with Warriors) said that creating a label, intersecting hip-hop and basketball, made sense: “It’s just kind of authentic and natural to the culture… It seems like a lot of times people try to force them apart or mesh them together that don’t make sense. But if you grew up a part of both, they naturally intertwine”.
Several NBA teams have partnered with artists over the years: Drake as the Toronto Raptors’ global ambassador, Jay-Z as a former minority owner of the Brooklyn Nets, and the Miami Heat collaborating with DJ Khaled. The Atlanta Hawks have also embraced their city’s rap scene, working with T.I., 2 Chainz, and Quavo
Music and sound at the Olympics & beyond
The Paris Olympics 2024: Crafting a Musical Identity
Victor Le Manse, the musical director for the Paris 2024 Olympics, composed the official anthem “Parade” to encapsulate the emotions of athletes during competitions. Drawing inspiration from grand concerts by Queen and Michael Jackson, Le Masne aimed to create a unifying melody that resonates with both participants and spectators, enhancing the overall Olympic experience.
Le Manse composed while watching videos of sporting feats; he was inspired by the harmony of human movement, but also by moments of disarray and loneliness that come with sport. “Parade” is infused with this broad palette of emotions.
Invictus Games' Musical Tribute
At the Invictus Games’ Closing Ceremony in Vancouver, country artist Jelly Roll delivered a heartfelt performance of “I Am Not Okay” accompanied by The War and Treaty. This tribute honoured military personnel and veterans, underscoring music’s therapeutic power in healing and bringing communities together through sports.
Music & Sports Psychology
How do Team USA get pumped up?
Bet you didn’t think we’d say anime soundtracks!
Athletes often use music to boost their performance. Research indicates that listening to music during exercise can reduce perceived effort by 12% and improve endurance by 15%. Sports psychology shows us that upbeat music like hip-hop and EDM can increase motivation, aggression. and power output. Mid-tempo music like pop and R&B can enhance focus and regulat emotional status, and slow calming music like ambient or classical music is used in post-game recovery or for visualisation exercises.
Team USA Olympians have shared their go-to tracks that help them get into the zone before competitions: with Simone Byles channeling Beyoncé pre-competition and sprinter Noah Lyles going off-piste with anime soundtracks for their heroic, ready-to-battle themes. Selections range from Justin Bieber’s ‘Baby’ to SZA’s ‘Snooze’, highlighting how personal music choices can enhance focus and performance.
By incorporating music into their preparation, Team USA athletes aren’t just curating playlists; they’re engaging in a psychological conditioning process that primes them for success
The Locker Room Soundtrack: Music as a Team Bonding Tool
For teams, music serves another crucial function: building unity. Whether it’s a shared playlist, a pre-game chant, or a post-victory anthem, music fosters camaraderie, and collective motivation.
The New Zealand All Blacks perform the Haka, a Maori war dance, before rugby matches, using rhythm, chant, and movement to assert dominance and strengthen team cohesion.
Every sport and league and team has their own musical traditions, with certain songs becoming anthems for teams.
