Employer Branding in sports: how to stand out in 2026

In 2026, the sports industry is no longer only competing for market share, it’s competing for talent. Candidates don’t just look for jobs; they look for employers who inspire them.

With more than 77% of candidates checking employer brand signals before applying, employer branding is now the most powerful lever in talent acquisition.

Why employer branding is now talent acquisition

Posting job ads alone is no longer effective. Candidates expect transparency, purpose, and storytelling. LinkedIn reports that employer brand strength influences application rates by up to 3.5x, especially for digital and sustainability-focused roles. Sports brands operate in a highly emotional ecosystem: passion, lifestyle, and purpose matter deeply. Brands that articulate why they exist and what they stand for consistently outperform others in hiring. In a market where digital roles, sustainability jobs, and retail leadership profiles are scarce, employer branding is the new recruitment strategy.

What sports candidates expect in 2026

Expectations have shifted dramatically. Sixty percent of Gen Z professionals prefer employers who demonstrate sustainability, diversity, and well-being.

Another 68% want clear learning and career development opportunities. In the sports industry, this means highlighting internal mobility, flexibility, and authenticity, not just product innovation.

Candidates also want proof, not slogans: real employee stories, transparent policies, and clear articulation of values. Sports professionals gravitate toward brands whose missions align with active lifestyles, sustainability, and meaningful impact.

Best practices from leading sports brands

Brands such as Patagonia, On Running, and VF Corporation have redefined employer branding by translating values into daily practices. Patagonia’s activism is embedded into HR policies. On Running highlights global career paths and its culture of experimentation. VF Corporation (The North Face, Timberland, Vans) amplifies sustainability and people-first stories globally. Decathlon invests heavily in internal communication, leadership pathways, and employee-generated content.

These companies show that employer branding works when it is consistent, transparent, and lived internally, long before it becomes external.

How to build your employer brand in practice

Sports companies can boost their employer brand through a set of structured actions: modernise career pages with clear values and growth paths, integrate employee testimonials across social platforms, highlight sustainability and inclusion initiatives through real data, and maintain presence at key industry events: ISPO, FIBO, OSV Days.

According to McKinsey, organisations that invest in these actions experience up to 50% faster time-to-hire and significantly higher retention. Employer branding isn’t a marketing campaign; it’s a long-term talent strategy.

In 2026, employer branding becomes the decisive edge for sports companies fighting for talent. Brands that communicate authentically, transparently, and consistently will attract the right people, and retain them.