From Sponsorship to Partnership. The Evolution of Collaborations between Brands and Clubs
Sports marketing is a concept that has been carried out for decades to reach millions of fans that consume this type of content.
Sports marketing is a concept that has been carried out for decades to reach millions of fans that consume this type of content.
Elite clubs are the ones that get more return from their stadiums on the matchday. According to the study Money League by Deloitte, in the first five classified teams it means an 18% of income, while the ones in positions 16 to 20 receive 13%.
Traditional sport remains one of the most widespread and successful entertainment media nowadays.
One of the most crowded sports events with 100 million spectators has been renamed this year as «Cryptobowl».
Women’s sports have traditionally been left behind compared to men’s sports. How can visibility help attract more viewers? Are numbers improving?
Tom Brady, the perfect example of a long-standing athlete we have been seeing in the last decades, retires. At age 44 he has competed in twenty top level NFL seasons. When a legend’s career comes to an end, collectibles related to him/her increase their value. And one that has reached its highest value is, precisely, tickets for his last game. The match between Buccaneers and LA Rams. It is a non-fungible-token kind of ticket. With Brady’s retirement, this NFT becomes a valuable collectible. In fact, one fan is selling the ticket on eBay for 9,900 dollars.
What better guarantees the success of a stadium, an outstanding architecture or a good adaptation to the business plan? This is the never-ending debate among club managers, architects, and stadium project managers. Spectacular facades tend to be photographed, and recorded, and have a great online presence. This can improve the team’s image of success and modernity. However, this does not guarantee success. Especially, if the rest of the architecture design is ignored.
Sport technology used to mean connected stadiums, wearable trackers, performance analytics and software for player management. During 2020, the COVID pandemic drove the uptake of online fitness and health with the rise of Peloton, Zoom based fitness and yoga classes. With this new trend towards “connected fitness”, how should traditional sports clubs prioritize their investments in sports technology?
Until the arrival of internet and the viral phenomenon it was enough with a photo created by the iconic stadium. It usually happened to be its exterior façade. Today, new stadium architecture searches for visibility adding details that not only meet their main end, but also are able to have an impact on online channels.
Marketing specialists claim that from 2022 it will no longer be useful to plan sports sponsorship taking the fans as a benchmark. This is because of a change the pandemic has accelerated: the relationship of the public with the teams, sports and sports events. Today, only 25% of the population claims to be followers of a team. The proportion goes up to 50% when considering the ones who follow a specific sport instead of a club. But it only occupies the mass percentage of the old fans, 80%, in the general category of sports fans.