2019 saw a particularly cluttered sporting summer in the UK: seven major events, including three World Cups, made it much harder for rights holders and sponsors to cut through and achieve a decent share of the sporting voice.
Sam Peña-Taylor, Event Reports, SportsPro Fan Conference, September 2019
Formula 1, the auto racing series needed to appeal to a broader set of fans outside of its core markets and chose to partner with Netflix on a series that could tell a more relatable story about the sport.
Rugby fans from Japan and Australia are the most enthusiastic in Asia Pacific, according to a new study that uses stadium attendance data to profile supporters of the game, but interest in the game extends beyond those countries taking part in the ...
Presents findings from a study that analysed data of 60,000 rugby fans to provide deeper insights for sports administrators, event organizers, sponsors, tourism officials and marketers ahead of the Rugby World Cup.
The Athletic has launched in the UK. Originating in the US, the in-depth sport journalism site has gone on an intense hiring spree for its ad-free platform, which aims to bring in ‘over six figures’ of subscribers.
The high-profile partnership between Tencent and the USA’s NBA shouldn’t blind marketers to the many other opportunities that exist across Asia to tie their brands to the hugely popular sport of basketball.
Almost half a billion basketball fans in China watched NBA programming on Tencent’s platforms last season, figures which have encouraged the pair to extend their existing partnership for another five years and expand it into new areas.
Special Olympics Belgium, an organisation that serves athletes with intellectual disabilities, encouraged major brands to sponsor its Olympics in Belgium by launching personalised direct mail, out of home and an emotional online video.
The 2019 FIFA Women’s World Cup may have lacked a beer sponsor, but following the success of the US national team Budweiser is extending its support for women’s soccer by stepping into that role with the National Women’s Soccer ...
Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjornsen, and Fredrik Lange, Journal of Advertising Research, Digital First, June 2019
People increasingly are in motion when exposed to advertising, which begs the question, "Are moving consumers more influenced by advertising?" This article builds on grounded cognition–the premise that the body influences the brain–to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand.
Brands are missing an opportunity to appeal to a wider audience as ads fail to capture the joy of watching sport or connect stories to the brand, despite their powerful and inspirational messaging, argues Kantar’s Graham Page.
US sports channel ESPN is experimenting with a teen-focused NBA broadcast on the platform’s app that reflects traditional sports’ pivot to viewing experiences more similar to the game streaming platform Twitch.
Star India, the official broadcaster of this year’s Cricket World Cup, is expected to bring in around Rs 1500 crore in ad revenue (roughly US$ 215.7 million) across both its broadcast and online formats, provided that the country’s ...
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.