The trends shaking up sports sponsorship

Arvind Hickman
By Arvind Hickman | 3 November 2017
Serena Williams fronts Nike's Equality campaign.

This is a snapshot from the October issue of AdNews. To read the full feature, subscribe to the print edition or download a digital version here.

As the shape of the sports industry evolves, so too do the ways sponsors engage with different codes and the measurements that define off-field success.

Gone are the days when massive logos in sports stadiums and vague exposure metrics are good enough returns on investment. For marketers in this space, backing a winner in the sports arena has more to do with fan engagement, data and brand conscience than picking a successful club to stick its logo on.

AdNews approached experts from Gemba, M&C Saatchi Sport & Entertainment, MKTG and more to discuss the major trends that are changing the sports sponsorship game. These are: brands with a conscience; sponsorship valuations and franchises; unlocking data; sports as entertainment.

“The brands that are acting more with a conscience and being more purposeful in their marketing are going to get greater cut-through and build greater affinity with the fan base" - Andrew Condon

To read the full feature, subscribe to the print edition or download a digital version here.

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