Sports fans are eager to play a role in creating content and new video-based social media platforms are proving popular with them, according to data from Nielsen.

Why it matters

Brands can use this high level of fan engagement to their benefit, particularly as brand sponsorships in sporting events are one of the most trusted advertising channels (81% trust). A recent Nielsen analysis found that sponsorships can drive a 10% lift in purchase intent among the exposed fanbase.

This is particularly relevant for auto, tech and telco brands as consumers find these categories the most appropriate sport sponsors. In comparison,...