What happens when your feature becomes a global trend? That’s exactly what Branimir Karačić, Chief Marketing Officer at Sofascore, unpacked at this year’s Marketing Madness, a student-led conference. With 15 years of experience in digital marketing, Branimir took the stage to share how Sofascore went from “a great idea” to a globally recognised sports-tech platform – a story focused on one feature, one moment, and one bold move at a time.
The title of his talk said it all: “When your unique feature becomes a viral global trend.” Here’s a look at the key takeaways, with real-life examples that show how innovation and timing can shape not just your brand – but the culture around it.
Spot the moment. Then amplify it.
“You have to recognise what sets you apart. What are your strengths? How can you make the most of them and amplify that?”
Branimir Karačić, CMO at Sofascore
Sofascore didn’t wait for the world to notice. It jumped on the moment when others started picking up their features and stories. Branimir explained how it was crucial to notice when various channels began using Sofascore data and visuals. That spark of virality became the trigger for a larger push – owned amplification that took something organic and turned it into global exposure.
But, he warned: don’t get greedy. “Once you recognise success, already start preparing your next step. But don’t cross the line – you might fall. Be satisfied with the good things you’ve built and grow that satisfaction,” said Karačić.
Staying at the top is harder than getting there! Sofascore has users in every country in the world. Yet, Branimir was clear: this is only the beginning.
“It’s easier to reach the top than to stay there. We’re still a relatively young company, only 15 years, but with big ambitions. Our story isn’t done.”
Branimir Karačić, CMO at Sofascore
A strong reminder that consistency matters more than virality. One feature going global? Great. Now what?
From a rating system to a global award
One of the most powerful examples Branimir shared was the evolution of the Sofascore Rating – a data-driven tool that’s now central to the way players, clubs, and fans talk about performance. And that same rating system led to the creation of the Player of the Season Trophy (POTS).
“At first, it was just a result of the rating. But now, in 50 leagues across the world, we award players with the highest average score. It’s in first and second divisions, men’s and women’s football—we cover a huge range.”
Branimir Karačić, CMO at Sofascore
Learn how top players received their Player of the Season awards.
The trophy itself has been redesigned, becoming part of a campaign called Field of Dreams – a project that even includes pieces of a football pitch Sofascore helped renovate in Brazil.
“That pitch lives forever inside the trophy. The message is that dreams start on the field. But what gets you to the top is daily effort, giving your all, again and again!”
Branimir Karačić, CMO at Sofascore
Read more about the redesigned POTS trophy and Field of Dreams campaign
When AJ Tracey uses your feature in a song (without asking)
Here’s a case of cultural crossover at its finest. British rapper AJ Tracey dropped a track where he talks about dating around London – and casually drops in a reference to Sofascore and his own rating. No sponsorship. No collab. Just pure, organic use.
“We didn’t even know about it until after. Then Chelsea used the same song to announce Jadon Sancho as their new player. That track now has millions of views.”
Branimir Karačić, CMO at Sofascore
See how Sofascore features made it into AJ Tracey’s music.
Moments like these show that Sofascore isn’t just part of football – it’s become part of the culture.
Letting players be the ambassadors
Branimir highlighted how players themselves have become Sofascore’s most powerful advocates, without ever being asked to.
“They take our content – their stats – and post them on their own social media. They became natural, organic ambassadors.”
Branimir Karačić, CMO at Sofascore
This isn’t product placement. This is value that speaks for itself. When something is genuinely useful and meaningful, people share it. And in this case, professional athletes are doing the storytelling.
Find out how the Sofascore Rating works.
In nearly every country, national sports media reach out to Sofascore for custom visuals and data-driven stories.
“They ask us for graphics, our team creates the story, and they include it in their articles. That’s how they help build our brand awareness.”
Branimir Karačić, CMO at Sofascore
This two-way exchange reinforces what Sofascore is all about – reliable, meaningful data that makes the sports conversation better.
The big picture
Branimir’s talk at Marketing Madness wasn’t about flashy campaigns or big-budget marketing tricks. It was about recognizing your moment, owning your strengths, and letting genuine value drive your visibility.
From viral features and player-generated content to trophy campaigns and surprise music drops, Sofascore is proving that in sports-tech, the story often writes itself—if you know how to listen, adapt, and build the next step.
And most importantly?
“Don’t stop at success. Use it to build something that lasts.”