United by Sports Summit: The Evolution of Sports Marketing - Recap
United by Sports Summit: The Evolution of Sports Marketing - Recap
On Thursday, December 10th, Sportsnet (aka Rogers Sports & Media) hosted its first digital panel with guests from varying industries such as alcohol, advertising, Loblaws, NHL, Rogers Sports Media, EA Sports, and others to talk about the current trends developing in the sports industry in 2020 and beyond.
With the kickoff of the NBA new season in December and NHL’s upcoming season in 2021, Canada’s two biggest sports, it was more important than ever to talk about how leagues, players, and companies have had to evolve in order to continue engaging fans who are no longer able to attend games in person. The discussion amongst panelists also touched upon fans’ expectations towards brands and players, and how they are starting to uphold them to higher standards and back their words with actions. Experts also took on the topic of the upcoming introduction of sports betting to the Canadian market and the impact this will have on the economy and on the population.
HOME IS THE NEW HUB
With the lack of fans in the stands for the majority of the year, the priority quickly shifted to bringing games to the audience’s homes during lockdowns. 2020 has brought with it a surge of content creation. SportsNet and other broadcasters have taken on the task of connecting fans to athletes and bringing sports stories to life. Brands have double-downed on content creation by remixing old content and making it more user-friendly to engage fans holed up at home and craving participation, allowing them to connect with what happens in and out of the game.
“Everyone was bored including players, we started to see players participate with content. Rare peek into the lives of players.”
Sports fans were missing the connection that came from live entertainment. The new content created by brands and athletes served to allow fans to participate and engage with sports once again, from the comfort of their own home. During this time, EA Sports also noticed a rise in multiplayer platforms where fans and friends are connecting more.
As the pandemic maintains its grip on the world, brands continue to find creative ways to engage fans. Sponsorship and partnerships are very important in bringing back sports. The best performing content will enhance the fan experience, but to be successful, brands need to remain authentic.
HIGHER STANDARDS FOR ATHLETES & BRANDS
2020 has been a pivotal year, to say the least. With the global covid pandemic, the racial injustice protests, the black lives matter movement, the US election, and the economy taking a hit, this climate has created more demand from athletes and sports in general. Fans are expecting their favourite players, sports brands, and leagues to be socially conscious. They see these players and leagues as leaders and educators. It's not enough to just be a good player anymore, there’s a certain responsibility that fans now expect. Brands have started to align with movements and have taken a stance when it comes to health and equality, but however they chose to align, it needs to be authentic. It's not just a moment for an ad spot anymore, campaigns need to be backed by behaviour. Brands need to back their support with actions. It's a movement, not a moment.
Like it or not, athletes have evolved to become brands in themselves. Lebron James is a perfect current day example -- as an athlete and a brand, he executes on the highest level, using his platforms professionally and socially to educate fans about social issues he supports. Colin Kapernick is also another example of how athletes are transcending sports and representing bigger issues, demanding change, and bringing awareness.
SPORTS BETTING - A NEW WAY TO PLAY
With the announcement of sports betting coming to Canada, fans will have a new way to invest in and engage with sports. There are many opportunities here which will affect advertising. This industry will introduce an influx of new content and with technology, it will become more accessible on many platforms like mobile devices. Platforms will evolve and so will the ways fans engage with them.
2020 has done wonders to evolve how fans interact with sports, especially at home. Gone are the days of sitting in front of a TV with drinks and snacks and watching the game unfold. With all the content now made available to fans, sports have become multi-dimensional. There is no longer one single game. There is now a game within a game.
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Jason Jay
Founder & Creative Director | CONTENDER Studio
www.contender.studio
info@contender.studio