1. the world of sport sponsoring is - intvgroup · brand1 brand2 brand3 brand4 brand1 brand2 brand3...
TRANSCRIPT
1. The world of sport sponsoring is
growing & expanding
2. How Eurosport help brands to
measure their ROI
Global sponsorship spend is forecasted
to reach over $62 billion in 2017
The world of sport is growing &
expanding
Source: Warc AdSpend Database; PwC Media Outlook; Emarketers; European Sponsorship Association Fact Sheet 2014; Repucom Analysis
4
• Brands benefits from the aura of success
• Brands participate of the pleasure, emotion and exhilarating world of
sports
Source: International Observatory of Sports Consumption - ESSEC Business School (4 countries: Germany, UK, France, Poland) - Universe: 6,368
individuals
Q: Which media do you use to follow sports? - Top 3 boxes (several times per day, every day or almost, several times per week)
Base: Europeans / Eurosport users using media on at least once a week
• Importance of sponsorship activation
• More global & integrated than ever
before
1 : 3
Recommended ratio of
sponsorship spend to
activation spend
(just 10% of sports marketers
do this, average ratio 1 : 1.7)
Source: IEG
Visibility is key – TV is the biggest driver
• Methods used by sport fans to follow sport
TELEVISION 94% ONLINE 72% PRINT 58% MOBILE 52%
ATTEND 51% RADIO 46% SOCIAL 39%
Source: The Global Sports Media Consumption Report 2014, Kantar Media (16 countries representing 1bn sports fans)
• Stronger digital platforms & social media
than ever before …
• Live streaming booming in 2015 with
Periscope, Meerkat & Facebook LIVE
New digital Technology is and will revolutionize
the sport & fan experience
New apps:
Periscope/
Snapshat…
Drones
Virtual &
Augmented
Reality
Connected
stadiums,
watches, …
Fantasy
Sports /
Esport
New
platforms:
OTT
Virtual Reality – Closer to the action
Monetisation
Engagement
Community
Management Consultant and Marketing Guru Peter Drucker
A
• Industry research
• Campaign optimisation Before
• Audience tracking & optimisation
• Engagement & Buzz with ad founded programs on SM
• On ground sponsor visibility & its equivalent media value During
• TV & Digital Campaign evaluation
• Social Media visibility & engagement
• Ad/sponsor effectiveness research After
15
Branded
content
Native
Advertising
Sponsored
content
Possibility to
share and
comment the
article
Source: DRES Consulting Source: Spredfast
Source: DRES Consulting
Brand 1
Brand 2
Brand 3
Brand 4
Brand1 Brand2 Brand3 Brand4 Brand1 Brand2 Brand3 Brand4 Brand1 Brand2 Brand3 Brand4
Source: Repucom
Source: DRES Consulting
Source: DRES Consulting
The world of sport is growing & expanding New technology will revolutionize the consumption Quantitative & Qualitative measurement of all media platforms to prove ROI is key