As the world sets its sights on the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles, an undeniable truth emerges: These next two years will provide us all with a generational storytelling moment.

Most fans won’t know the athletes competing until a story pulls them in. Who knew about women’s rugby until Ilona Maher helped put it on the map? Or saw a bespectacled Stephen Nedoroscik conquer the pommel horse for a thrilling bronze? These aren’t just highlight reels, they’re stories that connect with us — the stories that allow us to see ourselves in others. Once that connection is made, it stays with you. 

That’s not just our opinion, either. Sean Gregory, senior sports correspondent for TIME, told us: “I think a good story stands out more these days.” And he would know: In the past year, he has written cover stories about global women’s basketball phenom Caitlin Clark, F1 superstar Lewis Hamilton, and Premier League icon Erling Haaland, all while also digging deep on stories like a profile of a law professor taking on the sports betting industry.

We can’t lose sight of what the story is — and more importantly — why it matters. People are drawn to people. But they are drawn to them because of their stories. They don’t connect with a starting lineup or medal count or a broken record, unless there’s connective tissue to bring it all to life.

This also puts a premium on storytelling. While the formats may be evolving — from newspapers and podcasts to TikToks and behind-the-scenes social clips — the principle is the same: Great storytelling is built on emotional truth, not corporate gloss.

This is especially powerful in sports, where authenticity isn’t just appreciated, it’s expected. Audiences, particularly Gen Z, are increasingly skeptical of polished personas and brand-heavy narratives. Edelman’s 2025 Trust Barometer found that 72% of people say they trust individuals more than institutions — a sentiment that carries over into how they connect with athletes and teams. 

So, what makes a great sports story today? It’s human at the core — but it’s also layered. Stories that endure tend to feature shared values, personal transformation, emotional stakes, and a sense of place. But they can also be humorous. Or unexpected. Or contrarian. These are the arcs that move people — because they reflect what we’re all navigating in some form.

And brands have a critical role to play. They are no longer just sponsors — they are participants in the storytelling. Whether through long-form films, creative campaigns, short-form social, or talent partnerships, brands help shape the cultural context around sports. The best ones don’t try to own the story. They help tell it in ways that are additive, inclusive, and authentic.

PEOPLE ARE DRAWN TO PEOPLE. BUT THEY ARE DRAWN TO THEM BECAUSE OF THEIR STORIES. THEY DON’T CONNECT WITH A STARTING LINEUP OR MEDAL COUNT OR A BROKEN RECORD, UNLESS THERE’S CONNECTIVE TISSUE TO BRING IT ALL TO LIFE.

As communicators, we have a responsibility to unearth and elevate these narratives — and to do so in new formats and at a faster pace. That means returning to core storytelling principles while adapting to a modern, multi-platform world. To get this right, we must:

Lead with people, not products: Highlight perseverance, identity, emotion, and growth. Make it personal.

Embrace format fluidity: Let the story drive the platform — a TikTok can carry as much weight as a Sunday feature.

Tap into the power of local: Stories rooted in community feel more real — and are more trusted.

Build with others: Work with athletes, creators, media, and communities to co-develop content that reflects a shared perspective.

With the U.S. hosting both the World Cup and the Olympics in the coming years, we are entering a once-in-a-lifetime opportunity to not just tell stories, but to tell them on a global scale to a global audience. Done well, these stories will build trust, create relevance, and leave a legacy that lasts long after the medals are awarded. And in a world that is wading deeper and deeper into technology and AI, isn’t it comforting to know that the reality of storytelling in and around sports remains rooted in the human equation?

Because when the games end, and the lights go out, it will be those stories — and the people behind them — that we remember.

Matthew Harrington is the executive vice chairman of Edelman. During his four decades with the firm, Edelman has grown tenfold. A trusted C-suite adviser, Matthew is a specialist in corporate positioning and reputation management, working with some of the world’s largest and most complex organizations. His expertise includes crisis communications, merger and acquisition activity and IPOs. He is a member of the USC Center for PR board of advisers.

Brendan Prunty is co-Head of UEG Sports and merges nearly two decades of sports knowledge and insight with high-level strategic communications, bringing client campaigns to life with authentic storytelling. Before joining UEG and Edelman, he was a recognized sportswriter for The New York Times, Esquire, Rolling Stone, Sports Illustrated, and the Newark Star-Ledger.