The sports marketing landscape in 2024 is full of opportunities for those looking to adjust their game plans.
At the inaugural ADWEEK Brand Play Sports Marketing Summit held at the National Basketball Players Association (NBPA) in New York, marketers learned that technology not only personalizes the league's gameday experience, but also extends the league's story to the world. I saw first-hand how it can help you communicate to your audience. I never watch live matches. They learned how athletes' stories beyond the game have become important to players, leagues, media partners, and how his streaming partner base is delivering those stories. .
They argue that not only is the increase in female sports viewership and engagement linked not only to promoting fairness but also to the economics behind it, as sponsors' competition for F1's wealth increases I also learned how they encourage people to follow in their footsteps.
From brands entering through NIL deals and esports to Olympic organizers and golf legends pointing out opportunities along the lines of the sport, here's a highlight reel of the summit's best post-game takeaways .
Technicians strengthen team loyalty
Andy Kaufman, senior vice president of marketing strategy and science for the National Football League (NFL), said new fans are being drawn to players through social media, gaming and fantasy sports, and fandom is becoming more connected to family and community. He said this is a great thing for the league.
“As they interact with more touchpoints, their value increases not only to broadcasters, sponsors and partners, but also to leagues and clubs alike,” he told ADWEEK Editor-in-Chief Jameson Fleming.
Manny Puentes, general manager of advertising at Genius Sports, said these changes will make leagues and teams more vulnerable, especially as third-party cookies disappear from platforms and leagues and teams pursue more complex solutions. He pointed out that it would make interaction between the club and its fans easier. “Our future goal is to be able to talk to our fans instead of just talking at them.”
Connect with your fans wherever you are
Tammy Henault, CMO of the National Basketball Association (NBA), estimates that 99% of the NBA's fan base never watches a game live. The league currently plays about 250 games outside the United States, where 25% of the NBA's players are located, and is closing the gap by partnering with metaverse facilities like Horizon Worlds and Meta Quest.
Digital entrepreneur, marketing storyteller and adventure seeker. Living my story means turning passion into a profession and dreams into plans. I'm the CEO of my own life.
