the future of sports advertising

THE FUTUREOF SPORTS

ADVERTISING

GAMEON

RYAN BLOOM OCT. 21

The Future of SportsAdvertising

Photo by Joey Gannon

Ryan Bloom Oct. 23 2016

"{IN 2016} THERE WEREMORE THAN 127,000HOURS OF SPORTS

PROGRAMMINGAVAILABLE ON

BROADCAST AND CABLE-WHICH IS UP 160% FROM

2005"- NIELSEN

MORE THAN 58%OF THOSE VIEWINGA SPORTING EVENT

ON TELEVISIONARE ALREADYUSING MOBILE

DEVICESCONCURRENTLY”

-THE FUTURE OF SPORTS

Photo by Kevin Chodzinski

WITH TELEVISIONVIEWERSHIP OF SPORTS

STRONG, THE CONVERGENCEOF MEDIA HAS CAUSED THE

COMMERCIAL BREAK TOBECOME INEFFECTIVE. TOSUCCEED BRANDS MUST

WORK TOWARDSINTEGRATING THEMSELVESINTO THE FAN EXPERIENCE.

But How?

Photo by Dex(07)

Let us first lookat Red Bulls

MarketingModel.

-Energy Drink or Extreme Sports?

Photo by Rob Simmonds

"RED BULL {HAS} ARANGE OF

HIGH-OCTANESPORTS EVENTS TO

ITS NAME – ANDNOT AN ENERGY

DRINK IN SIGHT. ITSELLS A LIFESTYLE,

A STORY"­Catherine Toole

Sponsorship --> Integration --> Ownership

Red Bull has become much more then an energy drink.

Here's how they did it:

Red Bull has successfullyintertwined their brand with

extreme sports; And used thispower to not only run Red Bull

sponsored events, but they havealso helped create and further thedevelopment of many new sports

and atheletes.

Photo by Sk8mama

IS THISPOSSIBLE FOR

OTHERCOMPANIES?

IS THIS THE BEST USE OF THEIR MONEY?

THE NUMBERS SAYTHEY NEED TO AT

LEAST TRY

-DAVID SHOALTS

"many [people] rarelysit and watch an

entire game"

"PRICES FOR SUPERBOWL ADS BALLOON,

TO A REPORTED$4-MILLION FOR 30

SECONDS IN THEU.S."

-SUSAN KRASHINSKY

Photo by 40(K) 2012

PEOPLE CAN EASILY AVOID WATCHINGCOMMERCIAL ADVERTISEMENT THROUGH

THE USE OF OTHER DEVICES, OR SIMPLY NOTSTAYING TUNED IN FOR THE WHOLE GAME.

PUTTING LARGE DOLLARS ASIDE FORTHIS FORM OF TELEVISION MARKETINGIS NO LONGER A SOUND INVESTMENT

SUPER BOWL OR NOT, PRICES FORTV COMMERCIAL SPACE CONTINUES

TO RISE.

COMPANIESMARKETING GOALS

SHOULD BE ASFOLLOWS

The 3 step plan. Proposed inAn Advertising Age Magazine

article titled: Brands: How to scorewith sports sponsorship

TARGET AUDIENCEALIGNMENT

- IDENTIFY YOUR BRANDSTARGET AUDIENCE ANDSELECT PARTNER THAT

REACHES THIS AUDIENCE

1.

Ex. Red Bull and extreme sports

BRAND IMAGEALIGNMENT

-UNDERSTAND BRAND EQUITYOF YOURSELF AND POTENTIAL

PARTNER, SO AS TO CHOOSEPARTNER THAT CAN ELEVATE

YOUR BRAND

2.

Ex. Ralph Lauren diluting brand equity bytrying to include varying price points

STRATEGICACTIVATION

“IT IS NOT ENOUGH TO JUST BE APROUD SPONSOR. BRANDS NEEDTO REALLY TAP INTO THE SPIRIT

OF THE SPORT THEY ARESPONSORING AND LEVERAGE

THE ENTHUSIASM AND LOYALTYOF THOSE SPORTS FANS”

3.

-Michael Sussman

EMBRACING THIS MARKETINGSTRATEGY IS IN THE BEST

INTEREST OF ALL COMPANIESTHAT WISH TO TARGET ANY

SPORTS AUDIENCE

The Future is Now

"THE REAL SECRET TOTHEIR DOMINATION IS

THAT RED BULL HAVEN’TJUST ADVERTISED INTHIS MARKET, THEY

HAVE BECOMEINVOLVED."

-SOPHIA INDJA

Photo by Adam Schnieder

Will your Brand get involved?

1) SUSAN KRASHINSKY. JANUARY 30, 2014. SUPER BOWL ADVERTISING WON’T WAIT FOR COMMERCIAL BREAKS.THE GLOBE AND MAIL.HTTP://WWW.THEGLOBEANDMAIL.COM/REPORT-ON-BUSINESS/INDUSTRY-NEWS/MARKETING/SUPER-BOWL-ADVERTISING-WONT-WAIT-FOR-COMMERCIAL-BREAKS/ARTICLE16614167/

2) DAVID SHOALTS . AUGUST 14, 2015 VIEWING SPORTS ON TELEVISION IN DECLINE AMONG YOUNGER FANS,STUDY FINDS. THE GLOBE AND MAIL. HTTP://WWW.THEGLOBEANDMAIL.COM/SPORTS/MORE-SPORTS/VIEWING-SPORTS-ON-TELEVISION-IN-DECLINE-AMONG-YOUNGER-FANS-STUDY-FINDS/ARTICLE25977318/

3) CATHERINE TOOLE. BRANDS AS PUBLISHERS: INSIDE THE CONTENT MARKETING TREND . ALL CONTENTS ANDCOPYRIGHT 2016 GETTY IMAGES, INC. ALL RIGHTS RESERVED

4) NIELSEN. THE YEAR IN SPORTS MEDIA REPORT: 2016.COPYRIGHT © 2016 THE NIELSEN COMPANY. ALL RIGHTSRESERVED

5) SOPHIA INDJA. NOV. 16, 2015. HOW RED BULL REINVENTED SPORTS MARKETING.HTTP://WWW.THESPORTSBUSINESSEXCHANGE.COM/2013/11/HOW-RED-BULL-REINVENTED-SPORTS-MARKETING/

6) VIRTUAL ADVERTISING IN SPORTS EVENTS: DOES IT REALLY WORK? BY SANDER, M; ALTOBELLI, CFINTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, 04/2011, VOLUME 12, ISSUE 3.

7) MICHAEL SUSSMAN. SEPTEMBER 29, 2015. BRANDS: HOW TO SCORE WITH SPORTS SPONSORSHIPS.ADVERTISINGAGE COPYRIGHT © 1994-2016.HTTP://ADAGE.COM/ARTICLE/AGENCY-VIEWPOINT/SCORE-SPORTS-SPONSORSHIPS/300524/

8) THE FUTURE OF SPORTS. 2016. MULTIPLE CONTRIBUTORS.HTTP://FUTUREOF.ORG/SPORTS-2015/SPONSORSHIP-ADVERTISING/

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