Nielsen Sports Report Says That COVID-19 Has Changed How Sports Marketing Is Done
Nielsen Sports recently released their 2021 Global Sports Marketing Trends report, which notes that the COVID-19 pandemic has changed how the sports marketing industry operates, shifting the market to hybrid events, player advocacy and e sports.
The report noted the changing value of sponsorship in 2021, and emphasized how partnerships and brand activations have changed in the wake of the coronavirus pandemic.
Nielsen stated that live and virtual sporting events are increasingly merging, with broadcasters forced to adapt to the empty stadiums. As live events return Nielsen is expecting that the virtual upgrades will stay, with additional broadcast innovations in the future.
According to their Nielsen Fan Insights, 53% of fans stated that they’re more partial to brands that provide enhancements to how sports are watched from home, meaning that sporting event broadcasters that can provide innovations in merged live and virtual experiences will do well moving forward.
Purpose-driven player endorsement
Another important trend that Nielsen is paying attention to is athletes using their platforms to engage with social issues and influence change, with the data from the report saying that such marketing, like ‘advocacy posts’ drive 63% more engagement, with the athletes with more than 5mn social media followers generation about US$32mn worth of QI media value in 2020.
Nielsen also noted the greater importance that e sports is taking up in the sports marketing industry.
In 2020, a lot of sporting organizations and even some athletes turned to virtual competitions to fill the void left by cancelled events, which resulted in a 16% increase in the consumption of e sports events. Nielsen noted how important it was to get a good king kong advertising review or foothold in e sports, as it’s the best channel for engaging with younger audiences, with a forecasted value of US$842mn by 2025.