Australians aren’t just watching sport on TV – last weekend millions grabbed their phones to both watch and chat about the Australian Football League (AFL) and National Rugby League (NRL) Grand Finals.
Brands interested in the sponsorship opportunities offered by major sporting tournaments will want to take note of a new study that has found the number of people interested in the Ryder Cup has surged over the last four years.
NEW YORK: Founded in 1994, the US Major League Soccer (MLS) is a young sport in the country, but with immigrants from football-obsessed nations, young people, and a shorter matchday experience, the sport and league are gaining on America’s ...
OREGON: Nike, the global sportswear giant, has put a controversial figure at the very front of the 30 th anniversary of its ‘Just Do It’ slogan as it unveiled a new campaign featuring Colin Kaepernick.
MANCHESTER: Documentaries about sports personalities and teams are nothing new but streaming services are taking these to a new level with extended behind-the scenes series at major teams that have global appeal and can generate valuable data.
BARCELONA/GURGAON: La Liga, the top flight of Spanish football, has agreed a deal with Facebook to show all 380 league matches on the social network to viewers across south Asia with games available, at first, without ads as part of a strategy that ...
LONDON: A number of leading brands are increasingly getting involved in the sponsorship of women’s sport, yet despite evidence that 59% of the UK population express interest in at least one women’s sport, some industry experts believe ...
ZHONGSHAN, CHINA: Though the recent FIFA World Cup drew attention and ad-spend from some of the world’s biggest brands, it’s a little-known Chinese kitchen brand which is seeing huge buzz as a result of its unorthodox marketing strategy ...
LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.
Matthew Hearn, Research on WARC, July 2018
Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
MADRID: Telefonica, the Spanish telco, has beaten media conglomerate Mediapro to win the broadcast rights to La Liga, the top tier of Spanish football, reflecting the growing ambition and power of telcos.
The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2017
This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.