Category: Global

Esports Economics Podcast Episode 2: Sponsorship ROI

Oct 12, 2021

Enjoy the second episode in our six-part podcast series Esports Economics in collaboration with Unofficial Partner.  This conversation is focused on sponsorship and the key questions surrounding return on investment within the esports industry. We challenge the many preconceptions about esports within the brand marketing community and weigh the benefits and outcomes of sponsorship versus programmatic advertising. We also analyze the differences between rights packages in esports compared to...

Esports Economics Podcast Episode 1: State of the Industry

Aug 31, 2021

This is the first in a new six-part podcast series looking at the business of esports, in collaboration with Unofficial Partner.  Today’s guests are Matthew Archambault, head of partnerships for North America at Riot Games, publishers of the phenomenally successful League of Legends franchise. Matt manages strategic partnerships, national sponsorships, media rights, and merchandising for the League Championship Series (LCS).  Joining Matthew is Matt Boyd, Vice President of Nielsen...

The Inclusivity of the Olympic Games Is Key to Widespread Fan Appeal

Jul 14, 2021

Rising interest in women’s sport has yet to translate into media coverage and financial investment equaling men’s sports. But this year’s Summer Olympics has the opportunity to show brands and rightsholders just how high fan interest is in female sports globally. We know the Olympics is the world’s biggest sporting event, but it’s also one where fandom is nearly even among men and women. In addition to leveling the...

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...

The Changing Value of Sponsorship: 2021 Sports Marketing Trends

Feb 16, 2021

A disrupted world is changing the value of sponsorship. Uncertainty caused by the COVID-19 pandemic has accelerated shifts in the way rights holders sell sponsorships and brands make sponsorship investments and activate their partnerships. New sponsorship entrants, new channels and new fan necessities will impact the key sponsorship value drivers in 2021 and beyond.  This new report examines how sponsorship value is evolving as the world around it changes...

Return on Sponsorship Investment

Dec 4, 2020

“A New Method of Sponsorship Measurement” Brands and advertisers spend over $35BN in sponsorship every year only in Europe as they look to leverage the unique association with sport and entertainment platforms within their marketing mix strategies. However, the COVID-19 crisis has accelerated – more so than ever before – the importance of delivering maximum efficiency with reduced investments. Not to mention the increasing importance of measuring sales impact...

Page 1