Category: Brands

Sports sponsorships are raising more than just brand awareness

Mar 16, 2022

The universal breadth and appeal of sports continues to present brand sponsors with significant upside, both through exposure and how well consumers regard brands’ involvement. Combined, sports activations are doing more than boosting brand awareness—they’re leading to higher conversion rates. The higher conversion rates reflect: Increased brand sponsorships following the global ad pullback in 2020 A high level of trust among fans with respect to sponsorships Brand advertising increased...

Sportmarketing-Trends 2022: So verändern Fans das Sportbusiness

Mar 3, 2022

London / Köln, 3. März 2022 – Der Sportmarketing-Trendreport für das Jahr 2022 zeigt auf, wie Veränderungen des Fanverhaltens seit Beginn der Corona-Pandemie bestehende Sponsoring- und Partnerschaftsmodelle beeinflussen und wie sie sich auf Content-Strategien sowie Distributionskanäle im Sportbusiness auswirken. Ein detaillierter Blick fällt zudem auf die Bereiche Kryptowährungsanbieter, E-Sport und Frauensport. Die Ergebnisse sollen Rechtehaltern und sponsernden Marken dabei helfen, wie sie den Wert von Partnerschaften im Sport bemessen...

Fans are changing the game: 2022 global sports marketing report

Feb 23, 2022

Change is certainly nothing new, but its impact is seldom as sizable—or accelerated—as what the world has experienced over the past two years. For the sports industry, the return of fans at live events midway through 2021 was cheered by all, yet life has evolved too much during the pandemic for the sports industry to simply snap back to a mirror image of its pre-COVID self. The tried and...

Video Interview: The Evolution of Sports Sponsorships

Dec 16, 2021

Uncertainty caused by the COVID-19 pandemic accelerated shifts in the way sports rights holders sell sponsorships and how brands make sponsorship investments and activate partnerships. New sponsorship entrants, new channels and new consumer necessities will impact key sports sponsorship value and call for enhanced measurement methodologies. Jon Stainer, Nielsen Sports Manager Director, and Adweek’s VP Event Partnerships, Matt Steinmetz, took the Brandweek Sports Marketing Summit stage to discuss key...

So hoch sind die Sponsoring-Investitionen in Deutschland

Nov 2, 2021

Wie viel Geld fließt in den deutschen Sponsoringmarkt und welchen Effekt hat die aktuelle Covid-19-Pandemie darauf? Welche Marken investieren am stärksten ins Sponsoring? Welche Branchen engagieren sich besonders intensiv und welche Sportarten profitieren vom Investment der werbenden Marken? Diese und weitere Fragen beantwortet die fünfte Ausgabe der von Nielsen Sports durchgeführten Studie Sportsponsoren in Deutschland. Dafür analysierte Nielsen Sports über 9.000 Sponsoring-Engagements in über 50 Sportarten und liefert Ihnen...

Blockchain companies intensify jersey sponsorship investments in European football

Oct 27, 2021

More and more companies from the blockchain industry detect sports sponsorship as a valuable marketing platform. Nevertheless, automotive, tech and airline companies invest nearly one third of total volume for jersey sponsorships. These are key results of the annual European Football Jersey Report, which Nielsen Sports analyses for the top six European football leagues. Despite the COVID-19 pandemic, jersey brandings become more valuable from year to year. If revenues...

Partnership Lifecycle: Aktivierung

Oct 19, 2021

Unter Sportbegeisterten ist es weitläufig akzeptiertet, dass sich Marken als Partner und Sponsoren im Bereich Sport und Entertainment engagieren und dort werblich auftreten. Aus reiner Akzeptanz jedoch mehr zu machen und die Begeisterung und Leidenschaft der Fans auf das eigene Unternehmen zu übertragen, das ist die große Kunst der Aktivierung, die Nielsen Sports im aktuellsten Whitepaper der “Partnership Lifecycle”-Serie erläutert. Die Partnerschafts- und Sponsoring-Aktivierung bildet das entscheidende Bindeglied zu...

Metrics are Key to Proving ROI for Brands Entering the Esports Arena

Aug 25, 2021

The video game industry has been growing for years, but the arrival of COVID-19 and the virtualization of our lives over the past 18 months or so has accelerated and expanded that growth. That advancement has also propelled competitive, organized gaming, aided by the pause in live sports last year, with industry forecasts projecting that esports will be more than a $1 billion industry by the end of this...

The Olympics Is the Biggest Platform for Gender Equality in Global Sports

Jul 7, 2021

The world of sports is not immune to gender bias, as evidenced by the notably lopsided coverage of women’s sports by the media and the disproportionate level of brand sponsorship spend allocated to men’s sports. This situation changes, however, during a two-week period every two years when the eyes of the world focus on the Olympics, the only global sporting event characterized by true gender parity. Unlike other events,...

Cannes LIONS Live 2021: Post COVID World: Next phase with brands and esports

Jun 28, 2021

Few industries were prepared for the massive disruption that the COVID-19 pandemic caused throughout 2020, and even fewer were able to find a way to grow. The video game industry, however, did just that, with 82% of global consumers reporting that they played video games and watched game content during the height of the COVID-19 pandemic lockdowns. That heightened engagement has had a halo effect on the burgeoning esports...

With Fewer Fans at Stadiums, Brands are Shifting Their Sponsorship Strategies to Digital

Apr 29, 2021

The COVID-19 pandemic and limitations on fan attendance at live events has created a new sponsorship reality. Brands are adjusting how they activate their partnerships, and digital platforms have become the front runner in the market. Social media and other online platforms have become the primary vehicles to deliver a powerful virtual event experience and are unlocking new opportunities to connect with fans from afar. As the digital dimension...

BRANDS AREN’T SITTING ON THE SIDELINES: THE SOCIAL SOLIDARITY OF SPORTS SPONSORSHIPS

Apr 16, 2021

Earlier this month, Major League Baseball (MLB) announced it would move its 2021 All-Star Game out of Atlanta in protest of Georgia’s new restrictive voting laws. And MLB wasn’t the only organization to react to the new legislation. Atlanta-based brands Coca-Cola and Delta—both heavy sports sponsors—also came out in opposition. The positions these brands are taking are reflective of a broader trend we’re seeing across the sports industry, particularly...
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