In yet another example of how 2024 is shaping up to be a landmark year in the world of sports, sports marketing was one of the leading trends at the Cannes Lions International Festival of Creativity. From the soaring rise of women’s sports to the hotly anticipated summer Olympics, there’s a lot to get excited about for sports fanatics and casual viewers alike. And where there’s fan interest, there’s good creative. The year has already seen a slew of impactful campaigns—like these five, for starters—tapping up-and-coming athletes gaining more momentum by the day, from Caitlin Clark to Anthony Edwards.

With no shortage to choose from, we polled experts from the Amp community on the year’s best sports ads thus far.

It’s been an incredible year for sports, and I’m not just saying that because my hometown Celtics just won the NBA Championship. More specifically, it’s been an incredible year for women’s sports, and as the owner of Newfangled Studios, a women-owned creative production agency, I’ve been keeping a close eye on how advertisers are responding to this surge in interest around women’s sports.

I think one of my personal favorite sports campaigns of 2024 is the work Skims has been putting out as part of its unique partnership as the official underwear partner of the WNBA. The creative does a great job of authentically highlighting the Skims brand by connecting it to some of the WNBA’s most notable superstars in an empowering way. The potential for this partnership between Skims and the WNBA in the future is massive, and while I truly love the creative, I’d also love to see the work evolve to become even more inclusive by featuring a more diverse range of body types that are fully representative of all the talented athletes that play in the WNBA. —Macaela VanderMost, executive creative director, Newfangled Studios

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This article was originally published on AdAge and can be seen here.