Streaming and how it is redefining sports marketing in Australia

Streaming tells compelling stories and drives cultural conversation, and the sports landscape has changed as streaming offers brands the opportunity to engage with a mass audience. This trend requires a more nuanced and integrated approach to marketing.

Why it matters

Sports streaming offers fans an unprecedented level of immersion, interactivity and personalisation that transform passive viewing into an active and engaging experience, one that allows brands to create a deeper connection with the audience.

Takeaways

• Streaming platforms can offer brands a unique proposition, allowing them to further embed themselves in the narrative of the sport itself by providing access to infinite content at their fingertips, exclusive and on-demand viewing, ancillary programming, and a personalised viewing experience.
• Contextually relevant creative enables the brand to appear more naturally within the sponsorship environment. In cases where contextually relevant creative was utilised, viewers perceived the brand as a more natural fit (+2%) and felt more favourable towards it due to the sponsorship (+7%).
• The future of sports advertising involves AI-powered contextually relevant ads that match the viewer's interests, timed with the flow of the game with little disruption.