Trends that are changing sports sponsorship for good

Artificial intelligence and other technical aids make working hours easier and shorter. More free time is possible and experiences can also be consumed while working, for example by casually scrolling through the social media feed. As a result, the demand for digital content and live events has been increasing for years. The consumption of experiences takes place on many different channels. Social media, streaming platforms and traditional TV formats satisfy media consumption of sport. But active sport is also on the rise. Sport is always a beneficiary when it manages to become an "experience". Digital platforms such as Strava, Komoot etc. "gamify" the sports experience. For sponsors, the following applies: where experiences and events take place, it is exciting to place a brand or a company emotionally and, in the best case, to trigger direct sales.

The personalized display of advertising messages and content, as we already know it from social media platforms, is also being extended to sponsorship. Virtual overlay of advertising boards, as was used at EURO 2024, can be controlled on the individual end device in the long term. "MarTech" and "SponsorTech" marketing technology will enable individual communication with sports spectators and active sportspeople. Common interests can easily be brought together digitally to form communities, in which the right sponsor is perceived as an added value and enabler. "Sponsored by grandma" was yesterday, but the modern sponsor triggers comparable gratitude and a sense of belonging.

social media reels and Netflix documentaries like "Drive To Survive" were the trendsetters of the new sports consumption. The story in sport is becoming increasingly important. The sports activity is becoming "snackable" consumed and multiplied. The younger the target groups are, the less willing they are to consume sports competitions from start to finish. Against this backdrop, the media rights situation is changing and with it the attractive sponsorship platforms. Sponsors are increasingly using rights as theme partnerships and for storytelling. Another aspect is purpose marketing, which positions companies as authentic and value-oriented. Sponsoring commitments offer platforms and credible communication for this purpose.

Sports sponsorship continues to be also increasingly increasingly under the pressure of measurability. Performance is required and sponsorship can also deliver this. In addition to advertisingKPIs sponsorship can also measure its performance onf direct product sales and measurable lead generation can be achieved. Sports sponsorship is for social media communities a continuous source of content and interaction.

Some athletes are already finding*via their social media channels than many a club, sports association or the specialist media. The new marketing opportunities for athletes*insidecould change the structures that haves structures. Sportfluencers are the new players. But not always have the most successful athletes*inshave the greatest reach and the largest community. In the cosmos of sportsfluencings the rules of storytelling applys. Recreational athletes*insidecoaches*athletes, "Athlete*insof the second row", former athletes*insand commentators*insof the sport successfully serve their communities and gain importance in the sports cosmos. Sports influencers are thus becoming increasingly important in the sports sponsorship strategies of companies and, in particular when it comes to promoting young talent, even young athletes can play an important role.*inside can provide sponsors with relevant benefits in return.

Events are the showcase for sports and play a central role in generating sports sponsorship revenue. The Olympics, World and European Championships, the Tour de France and even Grand Slam tournaments are increasingly being developed into iconic sporting events. The demands on the live and media experience are increasing and, in the best-case scenario, create social "we-feelings" and authentic community experiences. Dhe sponsors are valued as part of the event experience and can stage themselves accordingly. The higher the attractiveness of the event, the higher the value of sponsorship activations with ticket prizes and hospitality offers. This increases major events the brand value through effective sports sponsorship.

150 million euro deal: LVMH shows how sponsorship works at the 2024 Olympic Games:

Qualified employees*women are a major asset for many companies.ßbottleneck factor. Sponsoring commitments must increasingly contribute to the important human resource management tasks. Employees*inside-identificationn and a positive impact on the recruitment of new personnel are relevant for more and more sponsors. goals. Authentic commitments that reflect the company's values strengthen employee*identificationidentification and support also the recruiting process. Companies such as Roche and Volkswagen rely on targeted sponsorships to strengthen their employer brand and attract new talent. Successful activation measures and qualitative market research play a central role in this.

CSR and sports sponsorship complement each other perfectly. Companies use sports projects to showcase their social and environmental commitments and brand images to improven. Crowdfunding platforms such as Toyota Crowd or mobility solutions such as Hyundai promote sustainable sports projects. Grassroots sport offers brands an authentic platform to address a diverse and committed target group. The digitalization of amateur sport also opens up new advertising opportunities and strengthens customer loyalty.*ininteraction. In contrast to elite sport, the focus participation and fun are the main focus here. Brands such as REWE and Volkswagen use creative campaigns to establish a presence in grassroots sport and attract new employees.*inside new employees.

The German supermarket chain Rewe specifically integrates sport into its campaign:

Sports sponsorship is in a major transformation. Athletes, popular sport, but also sportsmen and women*athletes and sports in the "second tierhe" can be the winners. You can find out more about these topics at the new congress "Sport Brand Media" on December 2 and 3, 2024 as part of ISPO Munich. Be part of the future of sports marketing and let's drive innovation together!