Scott Feasey’s Post

Sport and Advertising: Why Bother? Sponsorship of sports teams and stars has long been a popular strategy for brands, both large and small, seeking to connect with consumers. But what makes this investment so attractive, and what can brands realistically expect as deliverables from these partnerships? Benefits of Sports Sponsorship Sponsoring sports teams or athletes provides brands with extensive exposure to highly engaged and loyal fanbases. These partnerships create authentic connections, as fans often view sponsors as an integral part of their favorite team’s success. For brands, this translates into an opportunity to build emotional ties with consumers that go beyond traditional advertising. Sponsorships also offer broad visibility. Whether through stadium signage, jerseys, or digital campaigns, sports events often reach millions, providing a platform for a brand to be consistently in front of an audience. This increases brand awareness and recall, which can influence purchasing decisions over time. ROI – Is It There? A question often asked is whether sports sponsorships deliver return on investment (ROI). The answer depends on the metrics used. Direct sales may not always be the immediate outcome, but the brand lift—improved recognition, positive perception, and customer engagement—often justifies the spend. For larger brands, the ROI may also come from global exposure, association with high-performing teams or athletes, and leveraging that association across multiple marketing channels. Smaller brands might focus on localized sports sponsorships that allow them to tap into a niche but passionate audience, which can still lead to tangible business outcomes like increased foot traffic, online engagement, or even direct sales spikes. An Opportunity for All One of the reasons both large and small brands invest in sports sponsorship is its scalability. Smaller businesses may sponsor local teams, which provides a cost-effective way to engage a specific community. Meanwhile, large brands can sponsor global events or high-profile athletes, tapping into a worldwide market. Sports bring people together in ways that few other events do. This emotional and communal experience is what brands seek to harness. Realistic Deliverables When entering a sports sponsorship, brands should expect measurable deliverables like increased visibility, media coverage, digital impressions, and enhanced customer loyalty. ROI might come in different forms, but if executed correctly, sponsorships can be a game-changer for brand recognition and affinity. #marketing #sportsmarketing #branding #brand

Yesterday as part of our activation at the Sundance Film Festival, we hosted a panel called “Beyond Sponsorship: How Brands Can Support Today’s Innovative Creative Projects,” in which our SVP of Client Partnerships Andrew Dawson moderated a conversation with longtime media exec Samira S. Qureshi and Christie Marchese of Kinema and Publicis Media’s Picture Motion. With the Saint Laurent-produced “Emilia Pérez” leading in this year’s Oscar nominations, this topic is hotter than ever. What did we learn about the latest in brands supporting film and TV projects — and what do brands need to know? 🎬 Don’t just fund a movie for the sake of funding a movie. Does it align with your brand values? What’s your motivation for getting involved in long-term storytelling? 🎬 It’s a whole new kind of ROI. A film or TV show has a lifespan that is years or even decades longer than a commercial. How does this adjust your KPIs and your timeline for success? 🎬 Brands need to keep their media agencies in the loop to ensure that creative content they support gets adequately elevated and promoted. With streaming platforms relying heavily on AI-based recommendations, paid media can be necessary for getting a brand-sponsored film in front of audiences who wouldn’t otherwise have it put in front of them by the algorithms. At Infillion, we’ve run campaigns for movies and TV series that range from interactive trailers where you can click to buy tickets, to 3D experiential activations in sports stadiums to promote new releases. We believe the best content deserves the best advertising — so reach out if you’d like to hear more.

WePlay strengthens leadership offering with key senior hires in Creative, New Business and newly launched Ventures divisions Former M&C Saatchi Sport & Entertainment Global Head of Creative, John Parker, and former IOC Head of Commercial, Matthew Collier, join WePlay Award-winning sports marketing agency, WePlay, has strengthened its leadership team with a number of senior appointments, including John Parker as Executive Creative Director, Christian Millar re-joining the agency as Group Business Director, Daniel Akanni as Business Development Manager and Matthew Collier as Head of Ventures. Parker joins with a reputation as a multi-channel creative specialist who connects brands with culture and communities. His experience as a creative leader at multi-award winning agencies, M&C Saatchi Sport & Entertainment and Ear To The Ground, working on global brands including New Balance, PlayStation, Samsung, Coca-Cola and Heineken, will be vital in WePlay’s ongoing growth into the brand space in 2025. Collier has joined WePlay to spearhead the agency’s new Ventures division and his experience working in commercial leadership roles at the IOC and ESPN will be invaluable as WePlay look to disrupt the sports industry with their unique revenue share model. The range of new hires across a variety of disciplines Is the first stage in WePlay’s ambitious growth plans for 2025 following its acquisition by global sports marketing agency, rEvolution, last year.   John Parker commented: “WePlay is at a tremendously exciting stage of its growth and development and with our diverse portfolio of clients who are looking to do things differently in this space. There’s huge scope to push the boundaries of sports marketing and create real impact and value with stunning creative that drive tangible results.” Matthew Collier said: “WePlay is incredibly well placed for a new and exciting period of growth. I am delighted to be joining the highly talented team, leading the new Ventures division. Together with rEvolution, we will unlock enormous potential by disrupting traditional models to drive incremental revenue and fan growth for our clients.” Luca Massaro, CEO of WePlay, shared his excitement about the new appointments, stating: “We are over the moon to have John, Christian, Matthew and Daniel join us at such an important stage in our journey. Their combined expertise will further bolster our offering and help us maintain and our growth trajectory in this new phase of WePlay.” WePlay is recognised for its market-leading approach to fan engagement, direct-to-consumer marketing and monetisation with an award-winning resumé, including two Agency of the Year awards at the Football Business Awards and Gold at both the SportsPro OTT Awards and the Leaders Sports Awards. With established clients in the US, Europe, Middle East, and Asia, WePlay has successfully driven growth for highly respected global sports organizations including UFC, UEFA, FIFA, Paris...

As some of you saw in the news this week, I really like this strategy for creating and leveraging partnerships.... Campbell's Soup Company and Harris Blitzer Sports & Entertainment (HBSE) just announced a game-changing partnership that spans four key properties: the 76ers, Devils, Delaware Blue Coats, and the GRAMMY Museum Experience at Prudential Center. But what really sets this deal apart is Kitchen 1869, a key component that turns sponsorship into a cultural experience. The Power of Kitchen 1869: Kitchen 1869 is more than just a food concept; it's Campbell's culinary storytelling platform, where history and innovation blend to celebrate its brand heritage. Through activations within arenas & marketplace, Campbell's can curate fan-centric food experiences, transforming a typical sponsorship into a tangible connection with audiences. Why This Partnership is Different (and Why It Matters): - Integrated Brand Experience Across Multiple Touchpoints: Campbell's isn't content with logo placements—they're activating in multiple venues and franchises, creating a cohesive, immersive fan journey from basketball and hockey to live music. The Kitchen 1869 activations allow Campbell's to serve fans not just products but memorable food experiences. - Relevance Beyond the Arena: Kitchen 1869 adds a layer of cultural significance (being based in South Jersey but a global brand), giving fans a new way to engage with the Campbell's. This type of experiential marketing bridges the gap between sports, entertainment, and everyday life, driving deeper brand affinity and emotional resonance. - Unified Strategy Across Franchises: By working across multiple HBSE properties, Campbell's amplifies its reach without needing separate partnerships for each team or venue. This approach ensures consistent messaging across platforms, making the partnership more effective and efficient. What Brands Should Learn from This Strategy: - Go Beyond Traditional Sponsorship – Use activations (like Kitchen 1869) to bring your brand to life in unexpected ways that enhance fan experiences. - Partner with Ownership Groups – Collaborate with rights holders who own multiple franchises to create value across diverse platforms. - Create Multi-Dimensional Engagement – Think about how your brand can intersect with sports, food, music, and entertainment, expanding relevance and audience reach. - Long-Term Cultural Impact – Build campaigns that integrate into fan culture and grow deeper relationships over time. The takeaway? This partnership goes beyond sponsorship—it's about embedding the brand into culture. Campbell's leverages Kitchen 1869 to turn a food company into a fan experience engine, showing how brands can become part of the fan lifestyle. The future of partnerships isn't about visibility—it's about becoming a meaningful part of the audience's journey. We're here to help. #sportsbiz #sponsorships #heretohelp

Before sponsoring a prospect like live streaming of a niche sport such as lawn bowls, it's essential to ask strategic questions to ensure that the partnership aligns with your business goals and delivers value. Here are five key questions to consider: 1. Who is the target audience for the live streaming? Why it matters: Understanding the demographics (age, location, interests, etc.) of the audience helps determine if they align with your brand’s target market. For example, lawn bowls might attract an older or more localized audience, which may or may not align with your customer base. 2. What is the reach and engagement of the live stream? Why it matters: Knowing the number of viewers, typical engagement metrics (comments, shares, likes), and the platform's growth potential ensures that your sponsorship gets enough visibility and interaction to justify your investment. Check for previous viewership data and social media engagement. 3. What are the sponsorship options and their visibility? Why it matters: It's important to clarify how your brand will be integrated into the content. Will it be logo placement, pre-roll or mid-roll ads, product mentions, or a more active role (e.g., sponsoring specific segments or events within the stream)? The type and frequency of exposure directly impact the value you get from the sponsorship. 4. What is the cost of sponsorship, and is there a measurable ROI? Why it matters: Sponsorship budgets need to align with expected returns. Asking about the cost and how you can track return on investment (ROI) through metrics like increased web traffic, sales, or lead generation can help you measure success. Will you have access to analytics to assess the effectiveness of your campaign? 5. What are the brand safety and exclusivity policies? Why it matters: Understanding how your brand will be presented is crucial to maintaining its reputation. Ensure the content is aligned with your brand values. Also, check if you'll have exclusive sponsorship rights in your industry or if there will be competing brands sharing the same space, which could dilute your impact. Asking these questions ensures you make an informed decision that maximizes your brand’s visibility, engagement, and return on investment when sponsoring a live-streaming event. johnobrien140@aol.com

Sports: The Ultimate MVP in Brand Building Sports have evolved beyond entertainment—they’re now a powerhouse for creating emotional connections and building brands. From sponsorships to innovative partnerships, the engagement sports bring is unmatched. If you’re curious about how brands are leveraging this momentum to reach audiences, this article offers great insights. 🌟 What are your thoughts on the role of sports in shaping brand narratives?

Best of JohnWallStreet: Sports Properties Using Premium Add Ons to Plug Experiential, Revenue Leakage Sports fans will pay up to attend ‘must-see’ events and ‘once-in-a-lifetime’ experiences (see: UFC’s $22mm gate at Sphere). In fact, they’re 1.3x more likely to spend on hobbies, luxury goods, and experiences than non-sports fans. The problem volume sports properties and most other rights owners have though is few of their games qualify as either–even if the fan has a premium seat. It’s simply too easy to catch the next one, and the overall experience often isn’t great regardless of where one sits (think: traffic, lines). Rights owners can’t solve for every pain point that fans encounter on their way to the stadium, during their time there, and on the return trip home. But an increasing number are coming to realize that they are allowing others to dictate the fan’s experience with their product by failing to take ownership of as much of the outing as possible. That “is not the optimal strategy,” Flavil Hampsten (president of property sales, Elevate) said. Elevate acquired Zinc Agency, an event solutions company, in August and subsequently introduced Elevate Experiences to help sports properties concerned about the experiential and revenue leakage that exists try to plug it. The company offers a menu of premium experiential add-ons that fans and corporate clientele can bolt onto ticket packages. The goal is to ‘elevate’ an otherwise routine night at the ballpark into a memorable experience. #sports #sportsbiz #experiences #revenue #strategy #premium https://lnkd.in/evTwBpiY

BRAND & BUSINESS: Omnicom Media Group announces the opening of Fuse in India, harnessing the growing potential of sports marketing in the region. https://lnkd.in/gvZKDm3S

What can brands do to modernise their sponsorship activations? 🤔 With the sponsorship industry projected to grow to $190 billion by 2030, simply placing a logo on the sidelines or running a TV ad alone no longer cuts it. Marketers must think beyond awareness, give back to communities, and deliver immersive experiences that more deeply engage audiences. 🙌 📈 Explore our latest guide to discover 6 ways marketers can modernise their sponsorship activations, maximise impact, and steer clear of consequential pitfalls. 👉 Learn more - https://lnkd.in/eFjhCjAM #Sponsorshipactivation #Creativity #BrandActivation #BrandExperience #experientialmarketing WPP

💡 The Growing Impact of #Purpose-Driven #Sponsorships in Sports Marketing 🌍 At 17 Sport, we're excited to partner with UEFA to embed #Sustainability into their Commercial Program. In this discussion featured on SportsPro, Guy Laurent Epstein shares valuable insights on how this trend is shaping the industry. 👀 Key Insights: 👉 1. The Surge of Purpose-Driven Partnerships : There’s a clear growing trend of brands investing in purpose-led sponsorships. More brands are becoming official sustainability sponsors and many are launching bold campaigns focused on social and environmental causes, often in collaboration with #NGO. According to 17 Sport latest "Sport and Purpose" report, 72% of industry professionals expect purpose-driven sports activations to grow, reinforcing the idea that sports are a powerful platform for social change. UEFA's 'Strength Through Unity' 2030 Sustainability Strategy is a prime example of this shift with partners like PepsiCo, Just Eat Takeaway.com and The HEINEKEN Company working to reduce food and plastic waste at major events. 👉 2. Purpose-Driven Sponsorships Drive Business Success 💵 When executed authentically and strategically, purpose-driven partnerships can deliver significant business benefits. These initiatives enhance a brand's relevance and reputation by fostering #trust with consumers who prioritize corporate responsibility. Moreover, they help brands stand out in a competitive marketplace. 17 Sport's research shows that 58% of companies find their purpose-led sponsorships outperform traditional ones, particularly in improving brand perception. 👉 3. The Importance of Authenticity #Authenticity is crucial for the success of purpose-driven partnerships. It’s not enough for a brand to simply align with a cause—its actions must reflect its values over the long term. Brands that integrate social initiatives into their core strategy and communicate transparently about their goals and progress is viewed as more genuine. Consistency between a brand’s promises and actions is key to building trust with consumers. 👉 4. Social Impact Initiatives are part of the future of Sports Marketing As brands seek to connect with consumers on issues that matter, social impact initiatives will play an even more significant role in sports marketing. Properties like Formula E and SailGP are leading the way by embedding sustainability into their missions, offering brands opportunities to partner on initiatives that resonate deeply with fans. According to PwC, 84.5% of sports organizations engage in sustainability to build trust with fans. 83.1% do so to meet sponsor expectations. To succeed, brands must prioritize long-term, authentic partnerships with clear, measurable goals that align with both their values and expectations of their stakeholders. By doing so, brands will not only contribute to meaningful social change but also strengthen their appeal, build trust and achieve long-term business success #sport #business