Advertising against the sports industry and why you should do it

Data from Statista shows that Premier football League clubs went on an unprecedented spending spree this summer, shattering its previous record dating back to 2017. According to the data, the 20 clubs from England’s top flight collectively spent €2.24 billion ($2.24b) this transfer window before it closed.

While clubs from other European top leagues were more cautious in their spending compared this year, Premier League clubs spent freely in order to stay competitive in what is the most prestigious and most followed football league in the world.

Nielsen’s 2022 Global Sports Marketing report shared this data, highlighting that although there are differences between viewers on freeview or paid TV such as (Sky Sports), both are still being watched for sports and sporting events.

Right now, advertising around sports and football events is lucrative especially within the Premier League and with the World Cup coming up. This will be a crucial time for marketers, and one of the benefits of marketing around sports is creating brand awareness, and drawing new and potential clients due to that.

Brand loyalty is another benefit of marketing around of sports; helping fans identify with their teams and build a passion for them is key.

Something to help both brand loyalty and awareness are sports sponsorships. Nielsen said that 81% fans completely or somewhat trust brand sponsorships at sporting events, and in a recent analysis of 100 sponsorships between 2020 and 2021 in seven markets across 20 industries, Nielsen found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase. The transition from building awareness to conversion speaks to the growing importance of sponsorships throughout the full marketing funnel, and this trend will continue.

Advertising on sports TV channels or around key events enables brands to be seen by a massive audience, as live sport broadcasts bring in millions of viewers across the world- whether it’s for live broadcasts or big anticipated matches. It can be crucial in a campaign strategy as it will engage with a specific sporting audience you won’t be able to capture elsewhere.

Media Agency Group has expertise in sports advertising. In the last year alone, we placed campaigns against Formula 1, major football leagues and matches, and have set up many sports partnerships between our clients and sporting teams. For sports advertising enquiries find out more, get in touch today:hello@mediaagencygroup.com