ESB Marketing Network
Vienna (ots)
Women in sport are still grossly underrepresented. In reporting, men are clearly ahead. The “Sport & Brand” congress focused on women in sports and other trending topics. The congress took place with a record number of visitors.
Sport & Marke recorded a record number of visitors. More than 400 participants came together at the top meeting point of the Austrian sports industry in the Vienna Hilton Danube. Among other things, the topic of “women in sport” was discussed. It became clear that women are still underrepresented in reporting.
Although they often perform on an equal footing with men, they only feature in 30 percent of sports reports. One reason for this is that there are too few women in the sports department. Economic pressure from the media and sponsors also plays a role. The podium guests of the discussion round “Women in sport – on and off the pitch” agreed that clubs and organizers have a duty to focus more on women and to present them on their own social media channels. However, it was also quite self-critically noted that women should push themselves more to the fore in relation to public staging and often still act too cautiously.
Johanna Hiemer, a successful ski mountaineer, is already successfully using her social media channels to increase her media reach. These channels can play an important role in reaching fans and sponsors, especially in marginal sports such as ski mountaineering.
Brands are also beginning to recognize the potential for sponsorships in women’s sport. Brendan Lenane, CEO of Red Zac, explained why they made a conscious decision to sponsor women’s football. In addition to the fact that women make a large part of the consumer decisions in private households, the commitment also offers an enormous media reach in addition to the target group fit. Thus, sponsorship in women’s sport is also extremely relevant from a marketing perspective.
The topic of women in sport was the focus of various discussions. Edeltraut Hanappi Egger from SK Rapid Vienna also emphasized that diversity is also becoming increasingly important in human resources. “Nobody can do without 50 percent of the labor market in times like these,” says Hanappi Egger.
Lothar Matthäus enjoys the freedom of fools
Interwetten founder Wolfgang Fabian gave one of his rare interviews. In an interview with the organizer of the congress, Hans-Willy Brockes, he spoke about his 30 years of sponsorship experience. Engaging Lothar Matthäus as a testimonial was the best decision. It is important that Matthew often polarizes. “A testimonial that didn’t attract attention would have had no effect,” says Wolfgang Fabian. Lothar enjoys the freedom of fools, he said with a wink. Fabian also drew attention to himself with the comment that at Interwetten the ratio between sponsorship sum and advertising activation is around 1:4.
Young target group drives to the Metaverse with the Kia
Brand strategies are changing from linear to digital. It is now essential for brands to also be able to be experienced digitally. Bernhard Brückl from Kia Austria explained Kia’s Metaverse strategy. The car brand is using the partnership at the Australia Open to bring the brand and tennis to life in an interactive space. You don’t want to see the Metaverse purely as a sales channel. “We want to address the generation of tomorrow and bring them into contact with our brand, because they can no longer be found on the classic platforms,” says Brückl.
The congress was a successful meeting point: an excerpt from the list of participants confirms the importance of the event. Representatives from SK Rapid Vienna, Handball Ligen Austria, win2day Basketball Superliga, ÖTTV, Sky Austria, Hewlett Packard Enterprise and many more will be joined by the Who’s Who of the Austrian sports industry. The sponsors as important promoters of the sport were also represented in large numbers, such as: UNIQA, Magenta Telekom, Kia, ADMIRAL Sportwetten, Hervis and many more.
Information at: www.sport-marke.at
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Original content from: ESB Marketing Network, transmitted by news aktuell
2023-05-08 06:17:05
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