Increase the quality of followers on social networks, integrate the digital world with the physical world or the way of broadcasting events. These are some of the new trends in sports sponsorship pointed out by the report Main Trends in Sports Marketing Horizon 2025prepared by the Committee of Sports Marketing Experts of the Spanish Marketing Association (Amkt) and presented yesterday in Madrid.
According to the study, the activities phygital will become even more important in 2025, as 70% of sports industry leaders surveyed by PwC identified the gamification of physical sports, integrating physical interaction with digital, as a greater opportunity than video games when it comes to connecting with fans. In addition, 61% of the fans surveyed would buy more products if they had the possibility to reserve them in advance (such as buying a hot dog before arriving at the stadium or your team’s scarf).
To achieve greater visibility through the properties, brands must introduce differential content that captures the customer or viewer. This is what 72% of the managers of sports companies surveyed believe, since there is a need, in sponsorship agreements, that the activations and the partnership create versatile content that serves to activate beyond specific activation initiatives (including brand visibility or hospitality).
It is especially important to point out that Cemde experts value the quality of followers on social networks substantially higher (2.34 points out of a total of 3 points) than their number (0.86 points). The most relevant initiatives to achieve greater engagement lie in facilitating relationships with fan communities (improving onsite) and facilitate the communication of fans with the team or athlete.
By 2022 there will be more than 150 million paid subscriptions to streaming video on demand canceled
According to the National Institute of Statistics (INE), most of the budget of Spanish households associated with sport is spent on participation or sports practice (67.8%), while only 9.7% is directed to the attendance at sporting events.
One of the main challenges for sports marketing over the next three years lies in audience measurement in an environment of more complex and sophisticated sports audiovisual content access platforms. This is due to the loss of relevance that linear media have suffered compared to OTT aggregators such as Movistar+ or digital platforms such as Twitch..
It is the case of streamer Ibai Llanos, which, through its audience access index, has taken advantage of the opportunity to acquire the broadcast rights of major sporting events together with Kosmos. This has the advantage of being able to get to know the consumer better than linear television and, at the same time, seeks to expand its range of services during the broadcast to increase revenue per customer (merchandising or differential experiences).
Today the consumer has greater decision-making power and is less loyal than ever: according to the study, this year it is expected that at least 150 million paid subscriptions to streaming video on demand (Svod) will be cancelled, with churn rates (abandonment rates) of up to 30% per market. Despite this, there will be more subscriptions than cancellations, although high abandonment rates should be reduced for content generating companies to be profitable.
“Making fans feel that they are part of the group is the most important thing right now, because, in this way, we get to know them better and we can offer them a product that is more in line with their interests,” Sergio Friede, head of marketing, commented during the presentation of the report. and customer activation for the NBA in Emea (Europe, the Middle East and Africa).
“Consumers are less loyal than ever, so we must define our strategy well to capture their valuable time and attention,” explained Susana Gaytán, deputy director of marketing and communication for the Spanish Paralympic Committee (CPE). In this sense, the appearance of stories and documentaries about athletes and properties they create a new interest for the viewer who, after consuming the most personal product, is attracted by the sporting competition to which it belongs.
“We are facing a moment in which the professionalization of sponsorship has increased markedly, both by the company that intends to offer the service and by the properties sports”, said Carlos Cantó, member of the marketing association.
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