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As Londoners cheered on runners in the iconic London Marathon last month, breaking records with over half a million applicants for the 2024 event, the timing couldn't be better to explore the intersection of sports and branding. In this blog, we explore the strategies behind successful sports advertising campaigns, drawing insights from real-world examples and industry research. Learn how brands like Voltarol GB are leveraging strategic partnerships and inclusivity to resonate with audiences on a deeper level. Through our collaboration with Fuse, a sports and entertainment marketing agency, we uncover the key drivers and barriers to long-term success in sports advertising. From crafting unique connections between brands and sports to ensuring broad appeal for mass audiences, we provide actionable tips to help you create campaigns that leave a lasting impression. Learn more: https://hubs.ly/Q02ww9Qg0

Powerful business-driving insights…

ADWEEK Brand Play Sports Marketing Summit in NYC! We are on the cusp of sports centric events and curated experiences across the globe. Everyone is cashing in on the moment and putting every foot forward to step into the game. In the ever changing landscape of marketing - and to the extend of live events and experiential - it is imperative brands look at the new, innovative, and fresh opportunities to connect to fan bases both current and prospective. From digital tech, engaging attendees through omni channel approaches, to delivering a multi-sensory experience that resonates on an emotional level. Some data points: - According to a study by Eventbrite, 78% of millennials prefer to spend money on experiences over things, indicating a strong appetite for experiential engagement. - According to a report by Freeman, 57% of consumers say that participating in live events makes them feel more positive about the brand. Additionally, 98% of consumers create digital or social content at events and experiences, turning them into brand advocates. - Experiential marketing can drive revenue through ticket sales, merchandise purchases, and sponsorship opportunities. By creating unique and compelling experiences, sports teams and brands can attract more fans and increase their spending. Key takeaways from this week event: - HOW BEST TO PLAY IN THE SPORTS WORLD AS A BRAND - HARNESSING EXPERIENCES THAT WOW TO DRIVE FANDOM - NEW AND EVOLVING SPORTS ARENAS THAT YOU SHOULDN’T IGNORE - THE BUSINESS OF SPORTS - THERE’S NO “I” IN TEAM Kristyn Cook Tammy Henault Mary Ellen Jelenek Andy Kauffman Jennifer Storms Kristina Windham Frank Amorese Andrea Brimmer Amanda Chin Terri Carmichael Jackson #experiential #brand #sports #nyc #events #engagements #liveexperiences #sportsmarketing #brandmarketing #experiences

Get ready to score big this summer with your sports marketing strategy! 🏆 With the excitement of the summer sports season approaching, it's prime time to take your game to the next level. This week, I was inspired by the #londonmarathon to deep-dive into what it takes to drive long-term brand-building potential in sports. Last year, System1 teamed up with Fuse to dissect 170 sports sponsorship assets. Through in-depth analysis, we uncovered invaluable insights on how brands can maximise both short-term and long-term commercial impact in sports advertising. 🔬 Our findings were crystal clear - sports marketing isn't just a contender, it's a champion! Whether reaching a nationally representative audience or engaging passionate sports fans, the potential for success in sports advertising rivals the best in the world. 📈 Armed with these insights, it's time to craft winning strategies that resonate with your audience and drive impactful results. From leveraging key partnerships to crafting compelling campaigns, now is your chance to shine in the competitive arena of sports marketing. 🏅 Discover three actionable strategies to elevate your sports marketing campaign in the link below. Read on to unlock the keys to success: https://lnkd.in/eVYwKJzg #sportsmarketing #advertising #marketing Andrew Tindall Alex Charkham Chiara Manco Jess M. Freddie Laughton

This year, we saw a clear shift in brands communication strategies at the Paris Olympics: 1. Athletes evolved into ➡ Brand Ambassadors. 2. Brands harnessed social media platforms to ➡ Engage younger audiences like never before. Gen Z, here we go! One standout campaign? Parmigiano Reggiano teaming up with Italian gymnast Giorgia Villa. A brilliant strategic move that perfectly aligned with both tradition and modernity! The result? Immediate virality and widespread media buzz! 🧀 📸   This campaign not only resonated with the international public but also set a new benchmark for how brands can authentically connect with audiences through sports. Craving more? 🧀 Check out the pictures below ⬇ P.S. If you enjoy content like this, let me know! ♻ Feel free to share. #ParisOlympics #BrandIdentity #MarketingStrategy #ContentMarketing #StrategicPartnerships

"Reaching fans under the age of 40 through traditional methods is becoming increasingly challenging for brands, as they turn to digital and interactive platforms that go beyond simply watching the live game." - Sporting Nation The Growth Distillery The latest report on sports fans under 40 show that: - They crave connection-driven experiences - Most of their interactions exists outside of the live event itself, choosing to interact via digital platforms - Brands need to consider expanding outside of the traditional live event marketing campaigns - U40 sports fans spend 62% of their time with sport beyond the live coverage, presenting a broader array of opportunities as sport becomes increasingly on-demand across the entire week. If you are a brand reviewing your strategy to engage these fans, strongly consider incoporating non match day campaigns that tap into these key factors. https://lnkd.in/g5icsyrY

I find it fascinating how real-life scenarios can mirror principles in advertising. Take for instance when athletes lean into the finish line during track and field races; it’s known as a ‘drop-push’ and can mean the difference between winning gold or finishing second. Recently, American sprinter Noah Lyles won the Olympic 100m race with his closest rival trailing just 0.005 seconds behind him. The lesson for advertisers and brands? Doing well is commendable, but a strategic ‘drop-push’ approach is what truly sets you apart. Here’s a great article by Edmund Mullins that dives deeper into this concept🏅 https://lnkd.in/ehnmWACd

Advertising at globally viewed sporting events presents a gold medal opportunity for brands to reach massive audiences. But this year’s #Olympics are shaping up to look a bit different than in past years. Two points stand out to me from this ADWEEK article: 1️⃣ How we measure impact in a fragmented media landscape People watch the Olympics in all different ways. Some watch live, while others catch up on highlights. Some use traditional broadcast, while others are streaming. NBC took an innovative approach this year to create a single primetime viewership metric to allow advertisers to better understand their reach in this fragmented environment. 2️⃣ Storytelling trumps product Advertisers are taking the opportunity of the Olympics to tell engaging stories that set their companies and products in context within a broader narrative. Coca-Cola, Delta and Visa in particular have used their campaigns to celebrate the achievements of athletes and the magic of the games themselves. What brand’s #marketing efforts have stood out to you so far during these Olympics?

Shop-eat-surf Industry Insight – PR’s Value to Changing Action Sports Brands “Wow, the landscape of the top action sports brands sure has changed in the last five years. As the industry is in flux, PR can be very valuable to brands by connecting with consumers and retail buyers in an authentic way, building awareness, and protecting reputations. The most influential skate, surf, and snow brands’ images were built on a truly independent spirit and authentic lifestyle. Shifting to a licensing model or new ownership opens these brands up to tarnishing their images. However, proper PR strategy can maintain their reputations.” This is an excerpt from the article, and the full piece can be read on Shop-Eat-Surf.com.  https://lnkd.in/grG-ekXd