Megatrends are re-shaping how we think about consumerism globally. This report looks at how some of these trends will influence the professional sports industry, specifically focusing on sponsorship and activation strategies in a world of evolving consumer values, behaviours and attitudes.
This report comes in PPT.
Fans and consumers are addressing their environmental impact. Partnership opportunities exist for rights holders seeking to incorporate sustainable/ethical businesses as a means of brand differentiation. Sustainable stadia using renewable energy and addressing single-use plastic consumption, such as the Premier League (via a partnership with Ocean Rescue) will continue to grow.
The marketing of perceived unhealthy products in professional sports to impressionable audiences can negatively impact not just the brand image, but the fanbase itself. The future will see this status quo questioned, and potentially lead to a strategic shift with packaged food companies that is focused on healthier alternatives.
Activations with deeply embedded narratives, such as the Nike Inc. and Philadelphia 76ers ‘City Edition’ jersey rollout serve as a reminder that as sports continues to become globalized, local fans continue to be the backbone of the team, and a catalyst toward global growth. Partnerships and activations based on history and tradition will continue to resonate strongly with fans.
Massive investment from tech giants and streaming platforms coupled with a sports fan’s finite time ensures rights holders need to ride the wave of digital innovation in order to remain relevant. A seamless live experience and the production and surfacing of supplementary content for fans is crucial if fans are to continue to allocate significant periods of time to sports consumption.
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