Category: Digital/Social

Driven to watch: How a sports docuseries drove U.S. fans to Formula 1

May 5, 2022

TV programming has a long history of inspiring audiences to get more involved in their passions and pick up new hobbies. In some cases, TV shows have given a lucky few the opportunity to live out their dream jobs, such as Last Comic Standing winner Iliza Shlesinger and Top Chef winner Stephanie Izard.  But TV programming can do more than just fuel internal passions: In the case of docuseries,...

Year in review: sports consumption evolution

Apr 12, 2022

The sports industry continues to adapt to the new habits fans have developed over the last two years, with the pace of change accelerating substantially since the start of the pandemic in 2020. This is evidenced by the increasingly flexible and dynamic approaches to competition formats, fan engagement, and content distribution by the world’s biggest sports properties. TV remains a dominant player, producing large cumulative audiences and significant broadcast time....

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...

La Tokenizzazione Nello Sport

Feb 24, 2022

Sebbene le criptovalute siano diventate rapidamente onnipresenti in tutto il settore sportivo globale, hanno del terreno da guadagnare prima di diventare onnipresenti con i consumatori e le loro finanze. Siccome c’è un aumento significativo degli accordi di sponsorizzazione crittografica che forniscono un’enorme visibilità in un settore che è alle prime armi, questi marchi crittografici alla fine dovranno estendere i loro sforzi oltre i diritti di denominazione, i loghi e...

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...

Consumer behavior shifts and new experiences are broadening fan engagement

Feb 23, 2022

Few industries have been immune to the effects of the global pandemic, but the impact has been particularly notable for global sports. While the return of fans at live events midway through 2021 was cheered by all, behaviors have evolved too much for the sports industry to simply snap back to a mirror image of its pre-COVID self, particularly with respect to how fans engage with sports content. The...

Tokenización en los deportes en España

Feb 2, 2022

Mientras que las criptomonedas se han vuelto rápidamente omnipresentes en toda la industria deportiva mundial, tienen terreno que ganar antes de que sean omnipresentes entre los consumidores y sus finanzas. Como hay un aumento significativo en los acuerdos de patrocinio cripto que proporcionan una visibilidad masiva en la industria en ciernes, estas marcas de criptomonedas eventualmente necesitarán extender sus esfuerzos más allá de los derechos de nombre, los logos...

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,...

How the World’s Biggest Sports Properties Engaged Fans in 2020

May 19, 2021

The connection between fans and sports is a continually evolving relationship, with new trends and dynamics developing every year. Many of the largest global sports entities have been at the forefront of building their fan bases and actively engaging them to develop a natural and mutually beneficial conversation. Fans around the world expect more content and new ways to access their favorite events. Sports entities have responded by creating...

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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