Sport brings the world to a standstill. A tribal experience, fuelling lifelong passion and fanaticism. From the Olympics to the World Cup, sport continues to bring people together to support a common cause. The heartbeat of clubs, sporting bodies, events, fans are the DNA of sport – supporting their teams through the bad times and the good.
At PUSH we do things differently. Fans are our creative muse and are at the centre of our digital strategy. We help brands better understand their digital audience, driving loyalty and delivering insights to optimise content performance. Our approach to growing halo audiences to impact core audiences through data insights, creative strategy, and connection plans across social and owned platforms is already making an impact.
As the best and brightest in the sporting industry descend upon SPORTEL Monaco, we’ve identified the big future movements set to reshape the sporting landscape:
- Supply and Demand.
Rights holders, clubs and organisations will always have a finite amount of assets to commercialise. To grow and scale, rights holders need to maximise the assets they currently have, to increase their earning potential. Through intelligent digital strategy, access to one hour of talent can be transformed into 500 hours, and a global sponsorship can be transformed into hundreds of local activations, simply by customising the content for multiple markets, making the global asset feel relevant on the ground – where the marketing happens.
- Esports hasn’t event arrived yet.
Marketeers need to take eSports seriously and begin to see it as a complementary asset to their traditional rights. Unlike traditional sports, esports audiences expect depth and variety in their channel options, gravitating towards the streamers they know and love to broadcast the content. As we look towards acquiring younger audiences, this model should serve as a forerunner to a ‘new media rights model’ where rights holders control distribution, not the channels.
- Web 3.0, an era of digital evolution.
As the transition from Web 2.0 to Web 3.0, the importance of a fair and equitable value exchange between sports fans and rights holders will drive commercial success. Whether this is event-based NFT’s, in-person experiences or exclusive content, people’s digital selves are catching up with their real-world activity. For brands to engage with their fan bases successfully and consistently, they’ve got to understand and adapt to this changing digital behaviour.
- Evolution of paid media
Out with the old and in with the new. Paid media will always play a role in the marketing mix, however it will play a less dominant role. Democratisation of branded content, empowering channel owners to take control and engage their audience, on their terms, will transform the way brands connect with customers. Organic and authentic engagement, massively reducing media costs whilst creating ‘social media explosions’ of content, will fill timelines and feeds.
After a look into the future, one certainty remains, ADVNCR and PUSH LIVE are at SPORTEL Monaco this week – in the Ravel Exhibition Hall, Stand C06. Stop by to say hi and talk about our audience-centric strategy, innovative digital campaigns and how we can drive new commercial revenue for you.