Sponsorships within sports marketing are experiencing a moment of uncertainty . This world has been shaken by the emergence of new consumer habits, such as their preferences for streaming through channels like Twitch or the fact that fewer and fewer matches are watched on linear television. For this reason, precisely, the Committee of Sports Marketing Experts , of the Marketing Association of Spain , has held a hybrid event. It has done so at the Spanish Academy of Cinematographic Arts and Sciences to present the IX Conference on Sports Marketing. This has been focused on the measurement of marketing in sport. Carlos Cantó , member of the Spanish Marketing Association and CEO of SPSG Consulting , gave five trends in sports in 2021 that influence sponsorships: It’s not just sport anymore, it’s “sportainment” . The target is not the “big fan”.
We must take into account the “casual fan” who is in the environment , not only in the field of play or the result. The environment is phygital and unites the physical and the digital. The content is of shorter duration. Sporting events are less and less from linear television . “ Only 18% of sponsors trust that they can measure the buy school email addresses on business value and more than 49% do not feel comfortable with this task or do not even measure it”, said Sophie Morris , member of the Board of the European Sponsorship Association (ESA). As she, to increase that trust it is very important “to have well-defined objectives with brands.” The status of sponsorship ROI measurement This was by a panel discussion with experts on how brands are looking for ways to measure the ROI of sponsorship.
According to Pablo Bellido
Commercial Transformation Leader at Nielsen , new measurement models must be (sales contribution, acquisition or retention rate) because sponsorship is changing. These are the keys to the new model: New incoming forces , such as bitcoin or B2B companies. Athletes as ambassadors. Saturation of the Marketing Mix. More points of contact with the fan. Impact on sales as KPI. “All of us who are in this sector try to see which of these metrics is ‘the metric’,” said Celia Miguel , Marketing Director of LVP (Professional Video Game League) at Grupo Mediapro. The expert considers a complex mission to achieve the standardization of the metrics , since they depend on the platform that is being at any given time.
But what is clear to him and shared by all the others is that “the common point of the entire sports sponsorship ecosystem. The fan because it generates an audience, creates engagement and builds loyalty “. On the other hand, Juan Luis Aguirrezabal, is responsible for Brand, Advertising, Media and Sponsorships at Iberdrola. Commented on the importance of sponsorship to improve brand valuation and advertising recall. Later there was another round table, in which there were professionals from Telefónica, Santander Spain, NBA and Granada CF. “When measuring Telefónica’s sponsorships, research is key and we are very in knowing the interest. Consumers in the different areas of sponsorship, in measuring the link between our brand. Activities and in measuring the transfer of the image of brand”, Rocío Rey, manager of Sponsorships at Telefónica .
Today We Can Measure Everything
But it is important that the cost benefit is profitable,” added Felipe Martín , Head of Sponsorships, Events & Social Media at Santander Spain.Antevenio’s Blog (30.38 points), Hubspot (30.13 points) and Vilma Núñez (29.74 points) occupy the podium of the ranking of June marketing blogs offered by Ditrendia and thatwe collect every month at. This is an essential list for all marketing professionals and lovers that includes. 40 blogs that have won over the audience the most. Taking into account four criteria: popularity, community, quality and vitality . In the month of June 2021, the top 5 of this ranking is by Brandemia (29.65 points) and Cyberclick. Marketing blog The list continues with InboundCycle (29.27 points), Audiense (28.68 points), Tristán Elósegui. El blog de SEMrush en español (28.07 points) and Think with Google (27.52 points ). ).
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