Rights holders continue to see brands demand more robust partnership outcomes, particularly around measurability and full funnel KPIs. This, among other factors, is why rights holders and broadcasters have identified the digital discrepancy between the sport industry and the modern media landscape as a priority area to correct.
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
Several top-tier rights holders, such as City Football Group, UEFA and Chelsea FC have already built out sophisticated full-funnel digital propositions. By doing so, they have started to demonstrate that every pound spent on sports sponsorship activated digitally can outperform that which is spent on ‘traditional’ digital marketing – the differentiator being sports fans’ passion and engagement.
Irrespective of the strides taken by rights holders digitally, the social and digital landscape has undeniably transformed the accessibility of sport and how we, as fans, consume it in our day to day. We’ve moved from a world where we saw big brand moments in linear, to a world where you can experience and engage with your favourite player or team whenever you want. Whether it’s watching behind the scenes content on TikTok, a livestream on Twitch, or daily highlights via Goal.com – the opportunity to engage with sport is more abundant than ever.
Brands need to evolve their sport strategy to mirror this shift by moving away from traditional planning peaks and immersing their brand into the omnipresent world of modern fandom. By doing so, the incremental exposure within today’s digital algorithms will make the business return even more lucrative.
How do you predict the industry will evolve in future? Any trends/innovation that will come to the forefront?
In the next year, I anticipate that we’ll likely see the blending of both the physical and virtual worlds accelerate as emerging technologies gain wider adoption and become more accessible. More sport organisations will add digital and social enhancements to live events, as well as bringing the energy, immediacy, and excitement of in-person experiences to the digital realm. City Football Group are already in the process of building a virtual reality version of the Etihad Stadium, enabling fans to be part of the action in an alternative manner, interacting with a traditionally physical experience digitally, as the fan takes even greater control.
Aside from the fan experience itself, we will start to see rights holders becoming increasingly sophisticated from a digital perspective; with many of the top tier organisations evolving to operate as digital publishers in their own right, likely causing a shifting of the current sport publisher landscape.