The COVID-19 pandemic has altered sports sponsorship, accelerating trends already in play such as the growth of hybrid events, rising importance of player advocacy and popularity of esports, according to the Nielsen Sports 2021 Global Sports Marketing Trends report.
Sports sponsorship is one of the most impactful ways of tapping into both the emotional and functional aspects of brand, says KFC Australia’s chief marketing officer, Kristi Woolrych.
Qantas has dropped its Wallabies team sponsorship and is ending a number of arts and creative associations as it works to cope with the COVID-19 crisis fallout and to conserve cash.
Brands spent somewhere well above $750 million sponsoring sporting events and clubs in Australia in 2019. That number was on track to be bettered in 2020 thanks to the benign economic climate and the Tokyo Olympics.
All sorts of consumer brands, from exclusive high-end fashion houses to fast food chains and even movie studios, are realising the opportunities to connect with their customers through games.
Nike has unveiled its latest campaign to coincide with the women’s FIFA World Cup which begins in France tomorrow. ? The ‘Dream Further’ marketing push, which features a three-minute film, is designed to “honor and celebrate female footballers across the globe”, Nike...