To grow their global fanbases sports properties are increasingly tapping into audiences beyond typical sports fans and by doing so blurring the lines between sports and entertainment. This report discusses key strategies in drawing consumers to sports, such as using celebrities as global ambassadors, transforming into lifestyle brands, harnessing social media and using untraditional sponsorships to fuel interest and engagement both locally and globally.
This report comes in PPT.
With Generation Z and Millennials being more likely to be influenced by sports and entertainment personalities than older generations, sports properties are using people in the public eye as a way to unlock new fans in various markets. Hip hop’s global appeal and its cultural significance is expanding further among younger generations of consumers, affecting a number of industries from apparel and footwear to sports.
In an increasingly competitive media landscape, top clubs understand that to compete successfully in the battle for global attention it is necessary to look beyond the typical sports fan. Professional sport, at least at the top level, is becoming a multi-faceted business not limited to sport itself.
Western sports powerhouses’ expansion in growth markets is among the strategic priorities ensuring a growing global fanbase and commercial revenues. Improved connectivity helps sports brands to tap into global audiences through the stories they tell in the content they produce. A consistent and coherent message is key when activating new partnerships in new markets, while cultural translation of sports brands’ values helps to convey authenticity and build trust among new fanbases.
opportunities
With recent legislative changes, new sports sponsorship categories have emerged in the US, such as sports betting, CBD and more relaxed policies on alcohol sponsorship. Besides providing new revenue streams, these categories offer additional channels to reach untapped audiences. As both local and international betting firms set their sights on the US, and consumers’ attitudes towards cannabis become more positive, US sport is set to reap the gains.
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