The last few years have created a dramatic shift in consumer behavior. But sports properties are far from maximizing the potential of their digital media activation with sponsors. Researchers predict the number of people using social media will reach 4.41 billion people in 2025. And the future of driving fan reach looks incredible. In fact, the exposure that corporate partners in sports receive from social media posts now delivers more impressions than television. They know that digital media is reaching global audiences in a much more powerful, interactive and pervasive way than TV broadcast or experiential, in-venue programs. Sports leagues, teams and associations - along with their sponsors - are changing their approaches. These activities positively influence the fans who support them.īut delivering digital sponsor activation can be challenging for the sponsorship and digital marketing teams as they work together to activate and measure sponsor success across channels and accounts. They’re looking first for more digital fan engagement and digital activation from clubs and teams (and any endorsement by athletes).
Digital sponsorship activation is what sports sponsors want to see as a core part of their programs. There are many opportunities for brands to work with sports properties today.
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