Attention to Belief: What Sport Teaches B2B Marketers about Influence

Sport has always understood something B2B marketers are still catching up to: attention is easy to earn. Belief is much harder to build.

In today’s buying environment, that gap is everything. Decisions aren’t made by individuals – they’re made by committees. They’re risk-aware, consensus-driven and powered by one critical factor: shared confidence. Yet most B2B marketing is still optimised for visibility, not belief.

On LinkedIn – the world’s largest professional community – sports content is increasingly shaping how business audiences engage, learn and decide. The same people following teams, athletes and leagues are also part of buying groups – forming perceptions that influence real purchase outcomes.

This session explores where sport, creators and B2B decision-making intersect – and what marketers can learn from it.

• How do we move audiences from attention to belief—and from belief to action?
• What role do athletes and creators play in building trust across buying groups?
• How do brands turn moments in sport into sustained influence that drives measurable business outcomes?