While sobering economic forecasts and declining purchasing power might hinder the growth of NIL deals and NFT use cases, sports organizations can take valuable insights from these areas and apply them to the less risky realm of digital brand partnerships.įor those looking to capitalize, there are several actionable next steps.ġ. In the same window, sports organizations such as the NBA and the Big3 showed a unique ability to attach real value to the NFT phenomenon, with utility ranging from content ownership and club perks to exclusive discounts and novel experiences. Opendorse projects over $900 million was spent by brands in the first year of NIL’s existence in college sports. The impact of branded content can also be seen in adjacent, more experimental areas. This winning formula resulted in a renewed and expanded $120 million, four-year partnership in December 2021. Focusing on branded content also expands FanDuel’s presence to the online audiences of celebrities and pro athletes who regularly guest appear on McAfee’s show. The FanDuel-McAfee success story can be attributed to both sides sharing similar values, including an affinity for blending live odds with industry commentary that generates almost 10 million visitors each month. FanDuel became a category exclusive sponsor for Pat McAfee, the NFL punter turned entertainer, with collaborations ranging from McAfee’s daily YouTube show to promo code offerings, merchandise, a live events tour and viewing parties tied to major sporting events like the NFL draft.
Branded content elicits an emotional response, which in turn drives brand perception and purchase intent higher. A Turner Ignite and Realeyes study found that branded content viewers are 62% more likely to show positive reaction than those watching 30-second ads, while over 66% consider branded content to be more influential when making a relevant purchase decision.Ī successful example lies in the fiercely contested arena of gaming and sportsbooks, where sizable marketing budgets have raced to capture market share following repeal of the Professional and Amateur Sports Protection Act. To be clear, the approach is more nuanced than buying display ad space.
This strategy also meets the next generation of sports fans in their preferred domain: 84% of Gen Z consumers have purchased products in direct response to branded social media content (per Oracle and CRM Essentials). While there is significant opportunity for tier-one sports participants to bolster income streams with this knowledge, monetizing digital real estate is also a logical pivot for nascent sports organizations with fragmented global audiences (Major League Rugby), rich storytelling potential (Professional Fighters League) or a lack of steady income from lucrative media rights deals (any professional esports league). If these entities activated just 5% more, it would garner “billions of additional impressions…and more than €75m ($76.3 million) in additional activated value.” Another study by Talkwalker found that only 9% of Facebook posts made by sports properties were sponsored.
Per a recent Horizm study, “brand-activated posts” published by teams across these leagues accounted for less than 5% of all social media content. To stress the opportunity at play, let us use Europe’s top six soccer leagues as an example. There is also major intrinsic value attached to branded sports content offered by teams, athletes, leagues or federations, which receives 2,500% higher engagement on average than standard social media advertising. The texture in the oatmeal linen drum shade contributes to make the entire composition feel as if it has been scored.This confluence of events marks an opportune time to argue why sports organizations must urgently address their underused “digital inventory,” or risk squandering potential sponsorship revenue as macroeconomic headwinds continue.īranded social media content (i.e., a publisher’s content that features a sponsor in exchange for funding) is a more cost-effective and sorely undervalued marketing channel for the sports economy, compared to less nimble traditional alternatives such as signage, jersey placement, television commercials and in-stadium media. When the lights are switched on, it glows in a golden hue where the etching is not as close-knit. Who knew that texturing glass could bring such beauty to the material? Why, our talented finish artisans, of course! Our Serres Table Lamp is a study in purposeful patina with the finely scored gray accentuations mottling the surface of the lamp’s body.
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