Capturing and commercializing the excitement and influence of memorable sporting moments is imperative for any brand that wants to connect with sports fans.
Moving as quickly as the evolving sports ecosystem and with the fluidity of modern fans is a tall order, but it can be addressed with the right combination of data and technology — tools that equally understand the nuances of consumer behavior as much as the dynamics of a football tournament or tennis match.
Marketing to sports fans was previously a formulaic process, available only to an exclusive group of top-tier brands. Linear TV was the epicenter of engagement; those with the biggest budgets bought airtime, official sponsors’ logos were omnipresent and everything operated on a linear schedule.
Traditionally, marketing at major events like the World Cup was reserved for official sponsors or corporations with deep pockets. Smaller brands were locked out, unable to compete with such scale and cost. Now, through new technology, any brand — regardless of size, location or budget — can activate campaigns at high-impact sporting moments on the world’s biggest stage. Challenger brands can directly access the same target audiences as global giants, and do so with scale, precision and efficiency.
