Sport and entertainment deliver meaningful, scalable experiences that are reframing the role of sponsorships and partnerships in the marketing mix – but understanding the ever-changing relationship between fans, rights holders and influencers will only become more paramount in 2024 and beyond.

Why sport and entertainment matter

From a renewed emphasis on brand-building to a growing appetite for savvy media alternatives, along with the exploding creator economy, the sport and entertainment opportunity has never been greater for brands.

Takeaways

• While the power of sponsorships is evident, brands are also exploring more cost-effective ways into culture through smarter exchanges of audiences and assets.
• Complementary...