Why creativity is at the core of sports marketing

Mukta Lad

At the Mumbrella Sports Marketing Virtual Summit, panellists shared insights on where Australia stands in the sports marketing landscape.

Sports marketing has upped its creativity levels over the past few years, thanks to big-budget campaigns from American and European brands grabbing global attention. Think the Super Bowl, Premier League and others. But what about Australia? Is its industry pushing creativity in sports enough, particularly with smaller-budget accounts? And does investment in creativity pay off?

Liana Dubois, director of Powered, Nine, felt that creativity took somewhat of a backseat over the past decade to the “scientific” pursuits of data and insights, intelligence and automation. “Unfairly and incorrectly, creativity played a submissive role,” she observed. However, over the past couple of...

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