Trademarks share, according to this document, the concern about access to audiovisual content in a context of multiple platforms, the difficulty of engaging with the consumer, the use of data to different messages to different audiences, the need to maximize the return on your investments and market saturation.
The future of sports broadcasts and audiovisual content is one of the main concerns of the football industry, according to a report prepared by the World Football Summit forum, with opinions from representatives of international clubs and sponsoring brands.
The development of new channels of retransmission, such as digital platforms (OTT) generates a “fragmentation of distribution” that makes it difficult for brands to reach consumers through football, while affecting the main channel of income for clubs, the majority “dependent on broadcasting revenue”, states this report in its conclusions.
This analysis is the result of a meeting that took place during the last edition of the football forum in Madrid, last October, with representatives of the commercial area of clubs such as Real Madrid, Seville, Valencia, Betis, Getafe, the English Tottenham and Chelsea, or Monaco; together with spokespersons for brands such as Audi, Caixabank, Cepsa, MasterCard or Santander, coordinated by the expert Carlos Cantó, CEO of the consulting firm SPSG Consulting.
“There are two great challenges for both sponsoring and sponsored brands: how to adapt to the new paradigm of access to sports content, with the emergence of OTTs, the incorporation of social networks into 해외스포츠중계, and on the other hand, the necessary conversion of the ‘engagement’ (attraction) of the fan into monetization”, explains the person in charge of the report, Carlos Cantó.
The text warns that clubs, leagues and federations need to “keep up with digital advances to be relevant to younger generations” and “optimize their databases to offer effective segmentation to sponsors.”
“Otherwise, they will lose ground to other entertainment offerings, like music and fashion,” he warns.
The document reflects what the main challenges are for the clubs, including the uncertainty about the future of broadcasting in a context of inflation in the cost of transfers of the big stars, or the difficulties in creating value content that responds to the amount Sponsors pay.
Trademarks share, according to this document, the concern about access to audiovisual content in a context of multiple platforms, the difficulty of engaging with the consumer, the use of data to differentiate messages to different audiences, the need to maximize the return on your investments and market saturation.
According to this text, the result of dialogue and debate between clubs and brands, the keys to developing successful sponsorship strategies require, from the point of view of clubs and leagues, teamwork and flexibility with the advertiser; while the sponsors must understand the difficulties of the clubs, offer ideas and go beyond pure brand visibility.