Sport is universally, passionately and emotionally unifying. Whether its cramped around a TV watching the Wimbledon final, supporting kids from the side line or pushing with a cycling team up the last steep hill-climb of that seemingly unconquerable mountain, sport plays a part in many of our lives.
The unifying nature of sport creates an incomparable platform for brands, especially as the avenues through which we watch it grow, shift and change. In 2017 the sports market was estimated to be worth around $700billion.
It’s the live element of sport that social media platforms have capitalised on. Facebook, Twitter, Instagram and Snapchat all allow for both branded and fan-based live streaming, putting the power to watch and comment on the action into the hands of the fans.
The conversations happening online while the game is going on are now as important, if not more so, than the game itself. This is a marked change in consumer behaviour as technology replicates the experience of actually being at a sporting event.
Below we’ve picked out some of the trends prevalent within sports marketing and the brands successfully navigating the continuously shifting landscape.