Calling all soccer fans! Publicis Sports VP Eric Burge recently shared with Digiday that there has been an increased interest and investment from US advertisers in soccer, a shift from previous sentiments. “Historically, we saw that advertisers’ interest in soccer only peaked every four years once the World Cup was in market,” Eric said. Read more from Eric here: https://ow.ly/h94h50Sng5V #LionLeadership #AdSpend #Advertising #Soccer
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The decision by Major League Soccer to partner with OneFootball is the latest example of a sports league capitalizing on the intersection of media, technology, and data through equity investment. It’s a shrewd, multi-faceted play. Here’s why. First, the collaboration helps MLS export its content to a larger worldwide audience (estimated at more than 100 million fans) at a time when the league is riding serious momentum from adding international star players like Messi to its ranks. OneFootball's global reach is also supplemented by a separate partnership with Yahoo Sports that funnels Yahoo’s own large audience (approximately 105 million visitors a month) into OneFootball’s vast library of original material and third-party aggregated content. This is the latest example of differentiated thinking from MLS, building on the league’s visionary decision to align with global technology powerhouse Apple for content distribution back in 2022. Second, the relationship allows MLS to draw deeper and more valuable insights into how fans engage with its IP – particularly the league’s match highlights, which are traditionally hard to discern quality audience insights from. Sports fans are increasingly relying on game highlights as their primary means of consumption. Per Morning Consult, 58% of Gen Z fans prefer watching highlights over full games, compared to 46% of millennials. This signals a generational shift towards shorter, on-demand formats via platforms like YouTube, Instagram, Twitter, and TikTok. Data from Statista also suggests that 49% of all sports fans, regardless of generation, prefer consuming sports content through highlight compilation videos, particularly in Asia, where time zone differences can make it challenging to watch live games. OneFootball touts its ability to provide users with personalized content feeds. As a part owner, MLS will enjoy greater line of sight into consumers’ behaviors and preferences as they interact with its content. MLS can also glean best practices from other leagues. Insights like these will help the flourishing soccer league refine its fan experience, branding, and commercialization strategies in different markets around the globe. #sportsbusiness #soccer #fanengagement https://lnkd.in/ePhteZJw
MLS partners with OneFootball in push to expand global audience
cnbc.com
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For anyone that might have missed it...a great amount of relevant information going head-first into 2024! AI, Sports Betting, Digital Content, NCAA shifts, Women's sports, league expansion....it covers a ton.... #sponsorship #sportsbiz #marketing #sportsbusiness #partnership #sports #activation #linkedinsports #sportsmarketing #marketing #business #sportssponsorship #fandom #pwc https://lnkd.in/gGHJAgWY
Sports Industry Outlook 2024
pwc.com
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Did you know that the 2024 UEFA European Football Championship, which draws to a close this month, marks the first time in the tournament’s history that TV viewers will see different ads to stadium goers? ⚽📺 The entry of #virtual advertising means digital billboards lining the pitch display international ads to stadium attendees but market-tailored ads to different TV audiences when broadcasted. 📢😲 But to what extent do football fans in #APAC notice sporting event sponsors, as more avenues for advertising increase? ❤️💰 And how likely are they to express support for their sports teams by buying products/services from their teams’ #sponsors? Here’s what the latest data from YouGov 𝗚𝗹𝗼𝗯𝗮𝗹 𝗣𝗿𝗼𝗳𝗶𝗹𝗲𝘀 reveals: https://lnkd.in/gmgfM7dt Laura Robbie Angela Smith Julie Harris Shazia M. Giles Haynes Dee Vicidomini Philip Finocchiaro Chi Wei Teo Gautam Gangaram Ang Kee Ming Mark Pellatt Vanessa K. Hwee Leng Tan Lyndon Tan Ashley Wen Christophe Le Yoanc Philippe Chan Henry Low Leon Li Edward Cessario Hutasoit Novita Saraswati Andre Farsandi Ali Aria Perdana Manish Singhal Siriporn Kittichutchawarl Sataporn (Bon) Lertkamala Pinnuch Sattayapan War War Ye Myint #YouGovProfiles #Euros #football #soccer #virtualadvertising #digitaladvertising #OOH #TV #trends #datainsights #consumerintelligence #publicresearch #marketresearch
Virtual advertising comes to the Euros: Do APAC’s football fans notice sports sponsorships?
business.yougov.com
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As the costs of sports sponsorships grow, brands are finding innovative ways to reach fans and maximize ROI - expanding beyond professional men's sports into women's leagues, collegiate arenas, and the grassroots level of youth sports. It’s not just about cost-effectiveness; it's a reflection of brands seeking deeper, more authentic connections with their audiences. By aligning with platforms that resonate with community values, family engagement, and emerging talent, brands are redefining and broadening the scope of sports sponsorships. Thanks Association of National Advertisers for letting me share this perspective. See you at #ANAMasters!
TeamSnap: Brands Are Getting Creative with Their Sports Sponsorships
ana.net
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Fútbol In U.S. Has Gone Mainstream, Led By Hispanic Gen Z. #Advertising #Marketing #PublicRelations #LasVegas #Media #AdvertisingAgency #MediaBuying #Television #Radio #Outdoor #DigitalMedia #SocialMedia #Branding #SilverStateWonders
Fútbol In U.S. Has Gone Mainstream, Led By Hispanic Gen Z
adweek.com
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Helping Sports and Hospitality Businesses develop and deploy strategic advantages to grow revenues and improve costs
Global football season has kicked off! Engaging Gen Z is critical to drive growth in all aspects of live sports - from participation to just getting them to watch; however, engaging Gen Z is complicated. My colleagues Driss Belrhiti, Jeffrey Goldstein and I have put together a framework for engaging (and retaining) Gen Z's interest in live sports. Please give it a read - would love to hear your thoughts! #genz, #football, #sports, #sportsbusiness https://lnkd.in/gNSG8DBV
Attract, delight, retain: How to crack the Gen Z code to live sports engagement
alixpartners.com
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Good morning, Association of National Advertisers. ☕ Nicole McCormack, TeamSnap's SVP/GM Brand Solutions seen in ANA's 𝘍𝘰𝘳𝘸𝘢𝘳𝘥, Brands Get Creative with Their Sports Sponsorships: As the costs of sports sponsorships grow, brands are finding innovative ways to reach fans and maximize ROI. "Brands are getting creative and diversifying their sports sponsorship strategies to maximize engagement and return on their investments. Alternative avenues quickly gaining popularity include growing partnerships with women's leagues, collegiate and name, image, and likeness (NIL) agreements, and youth sports sponsorships." Read the full article ⬇
Team Snap: Brands Are Getting Creative with Their Sports Sponsorships
ana.net
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⚽️[Sports Biz News]📺Digital Era Collaboration: MLS and OneFootball’s Global Fan Engagement Strategy🚀 Major League Soccer (MLS) has taken a significant step towards expanding its global reach by partnering with OneFootball, a leading digital football media platform. This collaboration will bring MLS content, including match highlights, to fans worldwide, leveraging OneFootball’s extensive digital distribution channels, such as its app, website, and Connected TV platforms. By making MLS matches easily accessible across mobile and digital devices, the league aims to attract a younger, tech-savvy audience with a strong appetite for football content on-demand. This partnership will feature hundreds of MLS, MLS NEXT Pro, and MLS NEXT matches each season, offering timely highlights and exclusive coverage. With OneFootball's growing video network, including its recent partnership with Yahoo! Sports to co-brand a content hub, MLS content will now have even greater visibility. This allows fans globally to experience the excitement of MLS, further boosting the league’s international profile and appeal. One of the most notable aspects of this partnership is that MLS has also become a shareholder in OneFootball and will join the prestigious OneFootball Club Advisory Board. This board includes some of the most iconic names in global football, such as Real Madrid, FC Barcelona, PSG, Bayern Munich, Manchester City, Chelsea, and more. By joining this group of elite clubs, MLS not only strengthens its international presence but also gains a stronger foothold in the competitive global football market. MLS’s Executive Vice President of Media, Seth Bacon, highlighted the importance of this collaboration in connecting MLS with a growing international fanbase, saying, “As MLS continues to grow its relevance on a global scale, we are excited to work with OneFootball to provide fans around the world access to the amazing action in MLS each week.” This partnership is a clear indication of MLS’s long-term strategy to grow both its domestic and international fanbase. By investing in innovative digital platforms and making the league’s content more accessible, MLS is setting the stage for continued growth in the increasingly competitive global football market. For OneFootball, this partnership underscores its commitment to bringing the best football content to fans around the world, and it highlights the growing interest in North American soccer on the world stage. #glocalsportsnews #sportsmarketing #sportsnews #sportsbusiness #marketing #branding #pr #brandingstrategy #marketingstrategy #prstrategy #businessstrategy #advertising #MLS #OneFootball #soccer #soccerfans #USA
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The demand for women's professional sports coverage has never been higher, providing TV advertisers with a unique opportunity to reach consumers. According to a recently released report from KCSA client EDO, Inc., Wimbledon and the US Open were 2023’s “most engaging women’s events.” Head to Marketing Brew for more details on the report, which breaks down how women’s sports advertising is a winning strategy for brands: #WomensSports #SportsAdvertising #TVAdvertising #MarketingResearch
Grand Slams among most effective women’s sporting events for advertisers: report
marketingbrew.com
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🏆 The 2024 Stanley Cup Playoffs have kicked off, and National Hockey League (NHL) teams need to be on top of their game when it comes to capturing and sharing all the action. But how can sports teams publish content to engage audiences in real-time, while still ensuring content is properly approved to protect their brand? 🧐 Sports teams are adding #DigitalAssetManagement (DAM) to their lineup to expedite asset ingestion, tagging, creative and approval workflows, and publishing, all while ensuring brand consistency. 🏒 🥅 Learn more about how DAM can streamline the content creation and distribution process for sports teams: https://hubs.ly/Q02tWWp60 #SportsMarketing #SportsContent #ContentCreation #MarTech #StanleyCupPlayoffs
Revolutionizing Sports Content Creation with DAM | Tenovos Blog
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