Nielsen Sports releases key global sports marketing trends for 2021
February 17, 2021 10:51
Nielsen Sports has released a report on the changing value of sponsorship in 2021.
Across Nielsen clients, on average 15% of brand marketing budgets is allocated to sponsorship but is often not measured in relation to direct sales.
The report found that live and virtual sporting experiences are merging. Even when fans gradually return to live events, these virtual upgrades will be retained, with further investment into broadcast innovations expected.
According to Nielsen Fan Insights Report, 53% of fans say they are more likely to consider brands that enhance the way live sports are viewed at home. The rights holders who are actively strategising and planning for a hybrid world of merged live and virtual experiences will thrive in this new era.
As audiences spend more time at home media consumption habits are changing. Digital channels, ranging from streaming platforms to social media, are increasing their share within the sports media mix, requiring consistent metrics and methodologies to measure sponsorship value across all media types.
The use of streaming platforms, social media, mobile devices and other technologies continue to grow, their role in sponsorship agreements and assets creation will become more prominent. Given the number of different channels, increasing consumption and the various combinations of brands, platforms, target audience, content, a unifying measurement system is needed. This will ensure value grows, help de-risk sponsorship investments and result in more sustainable sponsorship strategies.
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