The world of sports investment has seen significant developments over the summer, with major events like the Summer Olympics in Paris, a record-breaking $76 billion rights deal for the NBA/WNBA, and a growing spotlight on women’s sports. These changes have forced media agencies to rethink their approach to sports investments, leading to the development of new practices and opportunities to integrate with leagues and athletes.
The Paris Olympics, which recently concluded, saw a surge in viewership across various platforms, indicating a renewed interest in sports content. Disney, the owner of ESPN, highlighted the importance of sports in its upfront negotiations, emphasizing its commitment to delivering top-notch sports coverage across all screens and platforms, including a significant increase in coverage of women’s sports.
One of the key developments in sports investment is the rise of sports content on connected TV platforms. This shift has democratized sports investment by allowing smaller advertisers to buy adjacency through programmatic means. The ability to target specific audiences through streaming services has opened up new opportunities for brands to engage with fans in a more personalized way.
Athletes themselves are also becoming influential figures in the world of sports marketing. With a growing focus on individual athletes and women’s teams on social media platforms, agencies are finding new ways to connect brands with sports audiences. The increasing interest in athletes‘ personal stories has led to a rise in social media engagement and brand discovery during major sporting events.
In addition to connected TV and athlete influencers, agencies are exploring new avenues to engage with sports fans. Health-focused agencies like CMI Media Group are tapping into the sports market to reach audiences with health and fitness messages. By partnering with sports organizations like the NHL, Nascar, and The Pickleball Slam, agencies are finding unique ways to connect with sports fans on health-related topics.
The landscape of sports investment is constantly evolving, with agencies adapting to new trends and opportunities. From the rise of influencers in sports marketing to the growing focus on women’s sports, agencies are finding innovative ways to engage with sports audiences. As the industry continues to grow and evolve, agencies must stay ahead of the curve to maximize the potential of sports investments.