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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!

How has the Rise of New Media Transformed Sports Sponsorships? In an article by James Santomier, he talks about how things have really changed for sports sponsorships because of new media, like online platforms and social media. In the past, sponsors paid a lot to put their logos on athletes or jerseys and hoped people watching on TV would see them. Now, with the internet always connecting people, sponsors have more ways to reach fans and make connections. Because of: -New media gives sponsors many new ways to reach fans through websites, social media, mobile apps, and even video games. This helps them talk to specific groups of people and make things more interactive. -Sponsors can do more than just stick their logo on things. They can make content, have contests, and talk directly to fans. This helps build stronger loyalty and love for their brand. -New media makes it easy to talk to fans all over the world, not just the ones watching on TV. This is really important for sponsors who want people to know about their brand everywhere. -With all these new things happening, sponsors need to see if their efforts are working. Luckily, new media also makes it easy to measure stuff like website visits, social media likes, and even changes in how people see the brand. #sportssponsorships #newmediaimpact #fanengagement #globalbrandreach #marketingmetrics #brandbuildingsuccess #sponsorship #strategicpartnerships #partnership #marketing #branding

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

Fusing Goodwill with Efficiency in Sports Sponsorships 🎯 The debate between sports sponsorship and advertising often overlooks a key point: both aim to help partners reach their goals, usually to sell more products or gain more customers. The Superpowers: Goodwill: Sports sponsorship leverages fans' excitement and loyalty, creating a deep connection that brands can tap into. Efficiency: Advertising focuses on reaching the right audience with precision and real-time analytics, something traditional sponsorship often needs to improve. The Hybrid Approach: To succeed, sports teams must combine the goodwill of sponsorship with the efficiency of modern advertising. This means: - Understanding where and how your fans consume content. - Creating sponsorship packages that offer both brand association and measurable ROI. - Utilizing digital activations to enhance the efficiency of traditional assets. By doing so, teams can provide a compelling value proposition that stands out in today’s competitive landscape. #Sponsorship #SportsMarketing #Advertising #FanEngagement #DigitalStrategy

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

Modern sports sponsorships need to be strategic to better connect with fans. Our new blog details how teams and brands should make data-driven decisions to build deeper, more personalized connections with fans while boosting brand visibility and engagement. https://hubs.la/Q02p8Mk20 #insights #blog #sportssponsorships #data #sports #sportsbiz

⚽️[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

Ever wondered how sports teams keep their fans so loyal? Discover how sports loyalty programs drive fan engagement and boost revenue in our latest blog - https://lnkd.in/dE_S3Rft #sports #loyaltyprograms #customerexperience

For sports marketers, it's essential to understand the psychological effects of their sponsorships and how these can impact consumer decision-making. Our latest blog explores how marketers can benefit from understanding the power of these psychological effects. https://hubs.la/Q02m6bND0 #blog #marketing #sportsbiz #sportssponsorship #brands

Sponsorships now go beyond a brand name on the front of a shirt or logos by the side of the pitch, court or ice. Sportradar's using AdTech powered by data, AI and machine learning to active sponsorships in increasingly sophisticated ways. Not only does this provide individual fans with content that is personalised to their interests, on the right channel and at the right time, but uplifts sponsorships performance for rightsholders and brands. #AdTech #AI #MachineLearning #HyperPersonalisation