The transition of the sports industry and its implications for sport sponsorship

Munich – 19 October 2018

It cannot be denied that the consumption of traditional TV will reduce in the future – especially in younger target groups. This is caused by the proliferation of the types media can be consumed on demand, like highlights, data/statistics and behind-the-scenes content. Despite this, the recently published PwC´s Sports Study 2018 states that “it is key not to lose sight of the fact that many people still want to watch live sports on TV, especially the older generations”.

But even if the most used way of consumption might be different within each generation, they still share a common desire for enhancing their viewer experience. According to the survey of 2017, more than one third (36%) of the 18-65-years olds want to gain insights into player stats and information. Among the 18-35-year olds, it is even more than a half (54%).

Highlights/on demand videos, live video content and team/athlete generated content are considered the three top contents of consumption in the upcoming three to five years.

Not surprisingly, the most important channels for this type of consumption are tech firms, like Facebook, Amazon, Google, and pure OTT offerings, like DAZN or Netflix.

What are the implications of these findings for sport sponsors?

According to Nielsen Sports Commercial Trends 2018, in the past, sponsors bought visibility. Now, they expect an integration with the fans/viewers through touchpoints. Some of these touchpoints could for example be highlights like event statistics or scene of the month, shared through social media. Others could be training content, event statistics, fan competitions or score announcements.

With this large number of alternatives in mind, it is obviously very important for sponsors to know the area in which they should invest to gain a wide resonance in their desired target group. According to PwC, the most important area they should focus on in the upcoming three to five years to drive ROI is the personalised fan/costumer targeting through improved CRM data. On second, respectively on third place are branded content for proprietary digital channels, and branded content for rights holder´s digital channels.

How can this content be enhanced and presented in a unique, exciting way? KINEXON MEDIA provides the perfect solution.

Through our technology, a variety of data can be captured with an unrivalled precision and in real-time. A powerful software converts this data into insightful statistics about athletes like jump heights, work load, top speeds, impacts of body checks and many more. Through ball tracking, metrics like ball speed and possession or shot positions can be added as well.

Those statistics can then be presented by a sponsor in TV feeds, digital channels (live or highlights) on social media, on video walls in the stadium etc. – creating a wider and improved reach in the desired target group and more interaction, engagement and touchpoints.

The possibilities are infinite.

Sources:

PwC Sports Survey 2018

Nielsen Commercial Trends in Sports 2018

Some examples for using KINEXON data in live feeds, at events and on social media

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