Sports is big business: According to PwC Sports Outlook, the North American sports market will surpass $80 billion in revenue in 2022. And that’s just accounting for traditional revenue streams like media rights, tickets, sponsorship and merchandise. Sports sponsorship revenue alone is expected to reach over $18 billion in 2019.
How can leagues, media companies and marketers best leverage sports marketing and sponsorships in this growing industry? The legalization of sports gambling and growth of eSports present both new opportunities to connect with fans and extend branding. Where does personalization fit in? And, how do we measure success?
At SPORTS MARKETINGxSCIENCE 2019, which was held on August 6 in NYC, speakers delved into trends, best practices and metrics for success.
KEYNOTE ADDRESS
The Heartbeat of the American Sports Fan: Marketing in Sports Today
What is the heartbeat of the American sports fan, and why should today’s sports marketers care? A first look at
“Heartbeats”, Bleacher Report’s thought leadership program that combines first and third party data to contextualize user behavior to better understand the hyper-connected fan. Hear how Bleacher Report’s fan-focused, data-driven mindset has helped anticipate and adapt to shifts in today’s consumer landscape.
Howard Mittman – CEO, Bleacher Report
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PANEL
Attention All Sports Fans!
How brands are developing the ultimate fan experience through customized and innovative sports sponsorships, sports apparel and social media.
Mark Foxton – Head of Sports Marketing, Levi’s®
Seth Cole – SVP, Partnerships, Turner Ignite Sports
Ed Romaine – SVP, Chief Brand Officer, Bleacher Report
Moderator: Katie O’Mealia – Director, Sales Analytics, Bleacher Report
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PRESENTATION
Optimizing Athletes in Advertising
How can brands best utilize athletes in their advertising? Find out with SPARK Neuro’s exclusive original research which tapped into consumers’ brains with the latest neurotechnology to truly evaluate what drives effective ad engagement.
Spencer Gerrol – Founder & CEO, SPARK Neuro
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MEASUREMENT AND INSIGHTS
PRESENTATION
Impact of Launching a Brand During the Super Bowl
Bubly broke the mold in omni-channel marketing with a massive marketing effort that centered around the Super Bowl, and leveraged consumer insights and total channel touchpoints to gain the highest performance results possible. What was the strategy and impact of the Bubly launch centered around the big game?
Kevin Moeller – Head of Media Insights & Analytics, North America Media, PepsiCo
Alexis Porter – Head of Hydration Communications, PepsiCo
PRESENTATION
The Value of Live Sports in a Changing TV Landscape
In the fight for viewer’s attention amongst a crowded media landscape, sports broadcasts have endured as one of the remaining opportunities for must-see live TV. Find out how the latest viewership analyses from the year’s biggest sporting events go beyond the ratings. How can data be turned into actionable insights? Which tactics and creatives are driving tune-in to games? How can advertisers measure the impact of sports-based strategies on real-world business outcomes?
Randi Barshack – CMO, Samba TV
Paul Barber – Data Analytics Manager, Samba TV
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PANEL
Effects of Video and Live Streaming Sports
How has consumption of sports changed? How has it remained the same? Consumers have more entertainment options than ever before – where does sports fit in? And how do we measure success going forward?
Brendan Kirsch – VP of Media Analytics, Nielsen Sports
Jay Leon – VP, Sports Insights, Turner Sports|A WarnerMedia Company
Omar Ajmeri – Sports Research Lead, Twitter
Moderator: Phil Paparella – Associate Vice President, Global Media Insights, NBA
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GROWTH
PRESENTATION
When Worlds Collide. Jocks, Gamers and Profiting on the New Frontiers of Esports
Through esports, a new type of sports fan is finding their voice and filling stadium seats. Learn how leveraging comprehensive syndicated data reveals the similarities and differences of traditional sports fans and the growing base of
competitive gaming super fans so that advertisers and media can harness their passion.
Ben Paro – Director, Insight Sales – Sports, Esports and Brands, MRI-Simmons
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PRESENTATION
The Future of Sports Sponsorships
For too long, sports sponsorships have been an inexact science. With today’s technology, sponsors and rights holders shouldn’t have to guess about what’s working. Looking forward – how can big data, computer vision and proper KPIs help build greater trust and increase sponsorship performance for sponsors and rights holders?
Jeff Katz – VP of Strategy & Strategic Partnerships, GumGum Sports
Michael Neuman – Founder, EVP and Managing Partner, Scout Sports and Entertainment
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