ITV

Tag: Fifa

  • Top four football minds to discuss global fanbase and India’s growth at Leaders Meet: India

    Top four football minds to discuss global fanbase and India’s growth at Leaders Meet: India

    Mumbai: The Indian sports industry has seen an exhilarating journey in recent years. In 2022, it witnessed a surge in revenues, crossing the Rs 140 billion mark, recording a remarkable 49 percent increase from the preceding year. This, in itself, is a testament to the growing popularity of sports in India. While cricket continues to be a national passion, the excitement for diverse sports is reaching new heights. The Indian audience is now hooked to witness innovation, an enhanced experience, and greater engagement beyond the cricketing field.

    Leaders Meet: India, to be held in Bengaluru on 29 and 30 November, steps in as a catalyst where dialogues and idea exchange will be the centre of this transformation. The event will bring together the biggest game changers from across the sporting world, offering a truly global perspective on the present and future of the sports industry and how India can become a powerhouse in the business of sports.

    As we edge closer to the summit, here are four global sports leaders who have transformed and expanded the global football market and each, a trailblazer in their respective fields, will be sharing their perspectives and propelling discussion at the Leaders Meet: India.

    FIFA’s primary focus is to expand and develop football as well as democratize the sport globally. FIFA+ witnessed 211 million unique users for FIFA World Cup Qatar 2022 and 190 million views on match recaps. Recently, FIFA+ has also expanded its availability on five new connected TV app. In order to bring more benefits for football fans, FIFA Digital Skills was launched in 2022 as an educational programme to develop the digital skills and expertise of professionals working in the global football community. This was a pet project of Charlotte Burr. The platform also included a dedicated e-learning platform, case studies of best practices, analysis of the latest technological trends and a series of live masterclasses for the ever increasing football community. At the Leaders Meet: India, as FIFA’s director of strategy for corporate development and digital, Charlotte Burr will be presenting the importance of India as a football market and what are possibilities for India to explore and become one of the biggest football growth market in the world.

    The Premier League’s annual TV audience is 4.7 billion and the game is viewed in 643 million homes worldwide. Fantasy Premier League too attracted 11.4 million participants from the world over last season and it became the primary touchpoint for the audience to engage with the league and develop a strong affinity with a particular club of liking. As Premier League chief commercial officer Will Brass will be giving an insider account on the business strategies about the world’s number one football league and also plans for India as a strong growth market for football.

    As per latest statistical data, Manchester United had the highest average attendance in the Premier League in the 2023/24 season, attracting crowds of around 73,488 to Old Trafford. Meanwhile, city rivals and Premier League champions Manchester City had an average attendance of 53,427. The club stands third in the revenue list (2021-22) and aims to only grow stronger and bigger fanbase. Ellie, with Formula 1, led the sport to grow its fan base, defined its vision, value & purpose and delivered sustainable growth for the game globally. And now with Manchester United, as their chief communications officer, Ellie Norman has been keeping fans back at the heart of the club. During the Leaders Meet: India, she will give insights on the ups and down through strategic marketing, partnerships, content and fan engagement.

    Tottenham Hotspur enjoy a massive fanbase in Korea as 12 million out of the country’s total population of 51 million supports the club which is almost one in four. Tottenham Hotspur has significantly hastened its digital development. The club revamped its website, recast its app and expanded its social media capabilities in line with this shift. While television growth has been significant, digital campaigns overtook traditional formats at Spurs. The club also fast-tracked its marketing tech stack build out and now has a strong following in the APAC region. To roll out the back story, Hotspur chief football officer Scott Munn will speak about the power of legacy fan base that will harness the Indian sub-continent football brand story at the Leaders Meet: India.

  • Asian Games 2022: India’s FIFA athletes depart for Hangzhou; Official draw for fixtures set to take place on 22 September

    Asian Games 2022: India’s FIFA athletes depart for Hangzhou; Official draw for fixtures set to take place on 22 September

    Mumbai: Poised to make their mark in one of the most prestigious multi-sport tournaments in the world, India’s FIFA stars S Charanjotingh and Karman Singh have departed for Hangzhou to compete in EA Sports FC Online at the upcoming Asian Games 2022 from 24 to 27 September.

    Having been featured as a demonstration event in 2018, Esports will be making its full-fledged debut as an official medal sport at the Asian Games 2022. The Esports event will be held in China Hangzhou Esports Centre from 24 September to 2 October, and the athletes will compete for gold medals in seven different titles.

    India, however, will be participating in four of the seven titles: DOTA 2, EA Sports FC Online, League of Legends, and Street Fighter V: Champion Edition. The official draw to determine the dates and opponents regarding the fixtures for all four titles will take place on 22 September.

    Expressing his feeling as the tournament approaches, Charanjot Singh said, “As the tournament draws nearer, it feels surreal that the dream of representing India at the Asian Games 2022 is finally becoming a reality. Both Karman and I have been training relentlessly to showcase our skills on this platform against the continent’s finest players. We are determined to make our country proud and bring home a historic medal.”

    The fixtures for EA Sports FC Online will be in the knockout format with the Grand Finals scheduled to be held on 27 September. A total of 34 athletes from 21 countries will battle it out for glory at the competition.

    “The Asian Games 2022 is a massive opportunity for Indian Esports to announce itself as a powerhouse on the global stage. I feel honored to be one of the first athletes carrying the nation’s flag at Esports’ maiden appearance as a medal sport at the tournament. We would like to thank ESFI for not just providing us with the opportunity to represent our country but also providing us with ample support including the best-in-class gaming gear to make sure we are ready to give our best in Hangzhou. We are ready to take on the tough competition and give our best to achieve success,” commented Karman Singh.

    Both athletes left their mark during the recently held seeding event for the Asian Games 2022, with Charanjot Singh securing the top seed in the South Asian region, while Karman Singh secured the fifth seed. The two athletes, who are renowned names in the global FIFA community, earned their places at the Asian Games 2022 by advancing to the finals of the National Esports Championships (NESC), organised by the Esports Federation of India (ESFI).

    “With the Asian Games 2022 just around the corner, we are excited to witness the performances of our talented athletes who have put in remarkable efforts to reach this stage. Charanjot and Karman have both performed brilliantly in the seeding event and we are confident that they will replicate those performances in the main event to ensure India bags not one but two medals in EA Sports FC Online. Everyone at ESFI wishes them the best of luck in their pursuit of glory,” said Esports Federation of India & vice president of the Asian Esports Federation (AESF) director Lokesh Suji.

    One of the country’s top sports & esports communication agencies, Artsmith-Concepts & Visions, will continue its support to the Esports Federation of India as their official communication partner.

    Following the commencement of EA Sports FC Online matches, the League of Legends fixtures will be held from 25 to 29 September, while the Street Fighter V: Champion Edition encounters are scheduled for 26 to 28 September. The DOTA 2 matchups are set to take place from 29 September to 2 October.

  • Celebrating the rise of Esports, India’s new-age sporting phenomenon

    Celebrating the rise of Esports, India’s new-age sporting phenomenon

    Mumbai: Esports, the newest addition to the sports ecosystem is disrupting traditional norms and making waves all across the country. Once considered a niche pastime, Esports has transformed into a global phenomenon that is reshaping the traditional sports landscape in numerous ways. As the nation gears up to celebrate National Sports Day, let’s dive into the meteoric rise of this new-age sporting phenomenon.

    For any sport to gain recognition and credibility amongst the general population, it is essential to achieve significant success at major international tournaments and Esports fulfils that criterion. With remarkable bronze medals in the DOTA 2 title at the Commonwealth Games 2022, and also in the Hearthstone title at the 2018 Asian Games where Esports was a demonstration event under its belt, India has already marked its presence on the global Esports map.

    Now, the country is all set to battle it out in four different titles – DOTA 2, FIFA, Street Fighter, and League of Legends at the upcoming Asian Games 2022 in Hangzhou where Esports is making its debut as a full-fledged medal sport. Regarding this, the Sports Ministry has also given its official approval for the 15-member contingent to represent the nation at the prestigious tournament which is a monumental step towards marking the growing significance of considering Esports as a mainstream sport.

    FIFA athlete of India a distinguished Charanjot Singh,  recently secured top seeding in the South Asian region seeding event for the Asian Games 2022. Speaking ahead of the biggest competition of his life yet, the athlete said, “I never thought I would be representing India in Esports at such a major international tournament. Having started with local tournaments it gives me immense joy to witness this rapid rise of Esports in the country. I am happy that people have understood that Esports is just like any other sport as it requires physical reflexes, strong mental strength, dedication, practice, and strategy. Every young kid with a controller in his hand will now be encouraged instead of being scolded.”

    While Esports gained the stature of a sport when the government officially recognized it as a multi-sport event, its legitimacy amongst the general public was enhanced when the government made amendments to the Information and Technology Act to establish a clear distinction between Esports and online gaming.

    Talking about the inspiring journey of Esports from being considered a hobby to an official sport,  the Asian Esports Federation (AESF) director of the esports federation of India and vice president Lokesh Suji stated, “Within a year, Esports has transcended the perception of entertainment to reach the level of competitive excellence. We are extremely thankful to the government for separating Esports from the umbrella of online gaming and is not considered to be a part of iGaming, rummy, gambling, etc. With our talented athletes striving for a medal in this year’s Asian Games and the official inclusion of Esports as a medal sport for Asian Games 2026 as well, it will help in educating the general public about its significance even more. Looking at the impressive growth trajectory of the ecosystem, we eagerly await its flourishment in the country.”

    Along with major international tournaments, Esports has also made its way into mainstream media. The reach of competitive gaming has extended beyond Esports dedicated platforms, with established sports networks like Star Sports and streaming giants like JioCinema realizing the potential of the sector by broadcasting Esports events to a wider audience.

    Sharing his thoughts on the mainstreaming of Esports, S8UL founder and CEO of 8Bit creatives and co-founder Animesh Agarwal expressed, “The transition from online streaming platforms to renowned sports networks signifies a noteworthy shift in the perception of Esports, positioning it on the same level as traditional sports. As Esports tournaments become a familiar sight in households across the country, there will be a surge in interest and participation, leading to a larger pool of potential talent that we can guide, support, and represent. Additionally, with Esports solidifying its mainstream status, the interest from non-endemic brands looking to establish a presence and be a part of the gaming community will also skyrocket which is beneficial for the overall growth of the sector.”

    Esports getting the status of a mainstream sport has not only led to an upsurge in its popularity and cultural acceptance but has also created a solid foundation at the grassroots level for gamers to take it up as a viable career option.

    ScoutOP also known as Tanmay Singh who is one of the leading gamers in the country said, “As an Esports athlete, I feel more validated and motivated to grind than ever before. The recognition on different platforms like TV and major streaming services makes me realize that we’re part of a rapidly evolving industry that is capturing the hearts of people across the nation. There has never been a better time to be an Esports athlete, and I am genuinely thrilled to contribute to the ongoing gaming revolution in India.”

    According to the “Windows of Opportunity” report on India’s media and entertainment industry by FICCI-EY, the number of Esports players across all competitive level games in India increased from 600,000 in 2021 to 1 million in 2022, and it is expected to reach 2.5 million in 2023.

    As Esports continues to flourish, its landscape is evolving as artificial intelligence (AI), augmented reality (AR), virtual reality (VR), and Web3 gaming are pushing the boundaries of what is possible. Esports tournaments are being conducted in stadiums, degrees, and courses for Esports in educational institutes are becoming common, and even states are building their own Esports academies. So, it is safe to say that the future of video gaming in India is exciting.

  • Adidas football family reunite ahead of FIFA 2022

    Adidas football family reunite ahead of FIFA 2022

    Mumbai: Ahead of the FIFA World Cup Qatar 2022, Adidas unveils the next chapter of its “Impossible is Nothing” story with its global football family. The brand kicks off a month-long campaign with a family reunion like no other, featuring Lionel Messi, Karim Benzema, Achraf Hakimi, Son Heung-Min, Jude Bellingham, Pedro ‘Pedri’ González López, Serge Gnabry, and Stormzy.

    The playful spot celebrates the unified joy of football, which brings together players and fans from all over the world. With a selection of the world’s greatest football stars unexpectedly reuniting and displaying their excitement and unique pre-tournament preparations, the film is inspired by the attitude that “when football is everything, impossible is nothing.”

    Also featuring and narrated by football superfan Stormzy, the film combines football culture, world cup nostalgia, and unique player personalities—all with a shared love for the game.

    Designed to be watched again and again, each scene features subtle nods to memorable moments, players, and places to help build anticipation for the endless possibilities of the month ahead. These include framed family photos, fridge magnets, postcards, and cross-stitch wall hangings, plus so much more.

    Further to this, with a full month of unmissable moments undoubtedly ahead, Adidas will continue to celebrate its global football family throughout the tournament with iconic player moments, global social media activations, and the creation of the ‘Al Rihla Arena’ – an official Adidas fan zone on-the-ground in Qatar. The immersive experience will give fans the opportunity to watch every game live, test their skills on the specially designed pitch, be in with a chance of meeting their favourite football legends, and capture a range of content through augmented reality.

    Speaking about the reunion, Adidas vice president of global brand communications Florian Alt commented, “There is a rare moment, once every couple of years, at the beginning of the World Cup when it truly feels like impossible is nothing. A time when players and fans come together, united by the belief that they will bring the trophy home.”

    “During the next month, we’ll see new players break onto the scene, an underdog beat the odds, unbelievable goals, and widespread celebrations taking place across the globe. It’s precisely that spirit that our campaign hopes to inspire in fans around the world,” added Alt.

  • JioCinema bags exclusive streaming rights of FIFA World Cup Qatar 2022

    JioCinema bags exclusive streaming rights of FIFA World Cup Qatar 2022

    Mumbai: In an interesting development Viacom18, the joint venture between Reliance’s TV18 and Paramount Global, has announced plans to move its existing sports properties from the company’s video-on-demand service VOOT to JioCinema.

    According to the company’s announcement, JioCinema shared that it will stream live all the matches of the FIFA World Cup Qatar 2022 and will also bring other curated content around it.

    In addition to JioCinema, the global marquee competition will also be available on Sports18 – 1 SD & HD, from 20 November to 18 December to all viewers.

    Viacom18 Sports’ 64-match showcase will be headlined by live streaming in 4K and multiple language feeds, including English, Hindi, Tamil, Malayalam, and Bengali on JioCinema without charging any subscription fees.

    “Viacom18 Sports’ multi-platform presentation of the FIFA World Cup Qatar 2022 will be immersive, personalised and offer viewers exclusive experiences on JioCinema,”  said Viacom18 Sports CEO Anil Jayaraj.

    He added, “We want consumers to have easy access to world-class production across digital and linear platforms (on Sports 18) to match the event’s stature. Our efforts are towards reshaping the fan experience and building one of the most-loved media platforms in India.”

  • Loco becomes the first Indian streaming platform to broadcast FIFA Pinnacle events

    Loco becomes the first Indian streaming platform to broadcast FIFA Pinnacle events

    Mumbai: Game streaming platform Loco on Friday has signed a broadcast agreement with FIFA, football’s international governing body to bring the centrepiece of the FIFA esports experience – FIFAe World Cup 2022, FIFAe Club World Cup 2022 and FIFAe Nations Cup 2022 to fans across India.

    Loco becomes the first and only Indian based game streaming platform to team up with FIFAe. It will localise the streams and broadcast the live streams for the three tournaments, which are set to be aired between 14 and 30 July.

    Loco has also recently signed exclusive streaming deals with other top publishers and game titles in the country, as well as international entrants to the Indian market, holding its position strong as the country’s leading game streaming platform.

    Commenting on the collaboration, Loco founders Anirudh Pandita and Ashwin Suresh said, “eSports has become the most watched category in India, after Indian cricket, and we are really happy to partner with one of the most prestigious organisations in the world, FIFA, to bring together an innovative new category of esports, FIFAe. It is a landmark year because we have the Indian team competing in the FIFAe Nations Cup and we hope they will inspire a generation of new gamers! Loco has broken viewership records with many popular game titles with innovative categories finding a suitable home on the platform, we are confident that we will provide fans an unforgettable experience with FIFAe.”

    In June 2022, history was made when India qualified for the FIFAe Nations Cup 2022. This achievement by the Indian eFootball team of Charanjot Singh, Siddh Chandarana and Saransh Jain, who led India as the country beat Korea Republic and Malaysia in the playoffs, has led to massive excitement both among FIFA fans as well as the wider esports community in the country. To further accelerate awareness in the Indian gaming community and with fans beyond the existing FIFAe community, Loco will be hosting multiple watch parties with the country’s top game streamers.

    The current season of FIFAe, will aggregate all FIFAe competitions under one event, while preserving their respective identities. The three-week long FIFAe finals that kicked-off from 14 July, will go on till 17 July, with the FIFAe World Cup which focuses on the best individual players from across the globe. The qualifiers will battle it out for ultimate fame, and the world’s biggest individual prize in FIFA esports – a whopping prize pool of four crore rupees.

    The second tournament commencing from 20-23 July, will host the FIFAe Club World Cup, which brings together the best clubs in the world to showcase their game-play and compete before a global audience, for a prize pool of Rs 2.4 crore.

    This year’s events will close with the prestigious FIFAe Nations Cup, which will run from 27-30 July. Teams will represent their nation and compete against each other for a total prize pool of Rs 3.2 crore.

  • FIFA World Cup 2022: Vivo announces its partnership as official sponsor

    FIFA World Cup 2022: Vivo announces its partnership as official sponsor

    Mumbai: Vivo announces its partnership with the most prominent international football tournament, the FIFA World Cup Qatar 2022™, as the official sponsor and the official smartphone.

    Vivo aspires to connect fans around the world with the FIFA World Cup Qatar 2022™. Through this partnership, Vivo will leverage its rights to the FIFA World Cup 2022™, including the emblem, official brand identities, and run unique promotions to connect with passionate football fans globally.

    Expressing excitement about the partnership, Vivo India’s director-brand strategy Yogendra Sriramula said, “This collaboration with the FIFA World Cup Qatar 2022™ is a defining moment for Vivo. Football, termed as the ‘Beautiful Game’ , has the power to bring joy to billions around the world and bring them together regardless of their age, race, gender, culture, or nationality.”

    “Indeed, it has a truly global reach, and has the ability to influence and inspire billions across the globe, making the iconic FIFA World Cup™ an ideal stage for Vivo, as we expand our presence across more than 60 countries and regions across the globe. This partnership reflects our inherent value of promoting sports that help inspire joy among millions and provide a unique experience for consumers worldwide,” he added.

  • Exclusive: Regional space to play a major role in Viacom18’s sports plans

    Exclusive: Regional space to play a major role in Viacom18’s sports plans

    Mumbai: Media conglomerate Viacom18 has big plans to create a splash in the sports broadcasting space. The aim is to have nine to ten channels including regional channels. According to sources, the languages being considered include Tamil, Telugu, and Kannada. Channels have already been launched – Sports18 in HD and SD and Sports18 Khel a Hindi FTA offering that is available on DD Freedish. 

    A source tells IndianTelevision.com that for Viacom’s sports business both linear broadcast and the streaming platform (Voot) are equally important. The expectation is that in the coming five years digital will overtake linear broadcast in terms of sports content consumption. On the revenue front, advertising and subscription will both be important.

    “The focus so far for the company has been on a variety of sports including badminton, basketball (NBA rights for three years), ATP tennis and soccer. The marquee property acquired so far has been Fifa (Sony was the previous rights holder),” explains the source, adding, “The company has also bought other soccer rights like La Liga, Serie A and the French League. The plan for the sports business is to have an extensive presence across TV and digital. So Voot will also have a very important role to play. As and when properties come up including cricket-based upon the commercial considerations the company will decide whether or not to go for them.”

    For now, specialty channels like a Golf channel are not being considered as they are not commercially viable in the current market scenario. “For the next two to three years specialty channels are not on the horizon. Before the Fifa World Cup in November the company will launch all its regional channels. It is fair to say that it will have 9-10 regional channels. They will all be pay channels, apart from the current FTA offering. Across TV and digital the properties need to deliver,” the source tells. 

    MTV, the source adds, will stop airing sports in due course. “Right now they are airing sports as an adequate number of sports channels are not there.” The source further states that as of now non cricket is still very small. “The reality is that it is still very, very small compared to cricket. One cannot compare the two.” 

    On the distribution front, Sports18 is present on the major platforms apart from Dish TV. “That will also happen soon. The channels are present across most cable networks including the small ones.”

     In terms of media rights, the source informs that rights price for some properties like EPL de-grew substantially because the viewership has been falling for quite a while. The source expects acquisition prices of the Tennis Grand Slams to also fall as the viewership is just not coming. “The expectation earlier was that the audience would grow. That has not happened. A correction was inevitable.” 

    “The French Open takes place during the latter part of the IPL which is not the best timing. However, Fifa being a marquee property saw quite a few parties bid,” the source informs. In terms of the IPL ratings falling in the initial few weeks, the source says that one cannot go by one season to judge the value of the property. The source expects the Board Of Control For Cricket in India (BCCI) to get a substantial jump over last time. “It is still the biggest media property in the country.” 

    The source maintains that the BCCI has every right to sell it the way they want including the 18 non-exclusive games for the digital arena.

    “It is a unique sort of construct but I am sure that the BCCI would have decided what is best for them. I expect digital players like Amazon, Fancode to go after the non-exclusive 18 games digital package quite aggressively. It is very monetisable. “Those 18 games are all the premium games including the playoffs. There is a real good reason for people to go after that 18-game package. In the next five years, digital will be much bigger than television and so the overall digital rights package will also be targeted by the digital players.”

    The source adds that digital is playing a big role in catching up. When people travel they watch sports on their mobile. So time is not being compromised. To some extent, cord-cutting is also helping the growth of digital. Post-IPL the International Cricket Council (ICC) and the BCCI rights will come up. But the expectation is that whoever gets the IPL will probably not aggressively go after ICC. “It is very unlikely that one bidder will get all these three properties because the cost is very high. It will not be like the past. Resources are limited.” 

    It is worth noting that Disney Star is the incumbent for all the three marquee cricket properties mentioned above. The source adds that e-auction is the best way for the BCCI to go about the IPL bidding as it is the most transparent process.

  • Byju’s becomes official sponsor of Fifa World Cup Qatar 2022

    Byju’s becomes official sponsor of Fifa World Cup Qatar 2022

    Mumbai: In a significant move, ed-tech major Byju’s has become the official sponsor of the Fifa World Cup Qatar 2022. Through this partnership, the company will leverage its rights to the league’s marks, emblem, assets, and run promotions to connect with passionate football fans around the world. It will also create engaging and creative content with educational messages as part of a multifaceted activation plan.

    “Fifa is dedicated to harnessing the power of football towards the goal of enacting positive societal change. We’re delighted to be partnered with a company like Byju’s, which is also engaging communities and empowering young people wherever they may be in the world,” said Fifa’s chief commercial officer Kay Madati. “We look forward to supporting the promotion of Byju’s educational learning opportunities, as well as having them join the global drumbeat of excitement for the Fifa World Cup 2022 through its association with this groundbreaking tournament.”

    “We are excited to be sponsoring the Fifa World Cup Qatar 2022, the biggest single-sport event in the world,” stated Byju’s founder and CEO Byju Raveendran. “It is a matter of pride for us to represent India on such a prestigious global stage and champion the integration of education and sport. Sport is a big part of life and brings together people across the world. Just as football  inspires billions, we at Byju’s hope to inspire the love of learning in every child’s life through this partnership.”

    The Fifa World Cup Qatar 2022 will take place between 21 November and 18 December.

  • Blockchain companies investing in sports sponsorship projected to reach $5 bn by 2026: Report

    Blockchain companies investing in sports sponsorship projected to reach $5 bn by 2026: Report

    Mumbai: There were 2,254 publicly announced e-sports sponsorship deals globally in 2021 compared to 1,785 in 2020 making it one of the fastest growing segments of the global entertainment industry. The data was provided by Nielsen Sports’ 2022 global sports marketing report titled ‘Fans are changing the game.’ The female e-sports fan base grew by 19 per cent, while the male fan base grew by 12 per cent, it said.

    Interestingly, Blockchain companies investing in sports sponsorship is projected to reach $ five billion by 2026. This represents a projected 778 per cent increase in sports sponsorship from the crypto, blockchain and NFT brand category. 

    Nearly 40.7 per cent of global sports fans now stream live sports through digital platforms. This has led to the increase in over-the-top (OTT) media rights which includes a 19 per cent jump for the top European football leagues over the last two years at the local level, and a 31 per cent increase forecasted for the men’s tennis ATP Tour through 2023.

    Sports viewership has become a multi-screen experience with 47 per cent of people who watch sports simultaneously interacting with other live content (increase by five per cent over the last year). The demand for content overall remains high with non-event broadcasts, such as highlights, recap videos, and more, nearly as high as the event itself. Nielsen estimates that 39.4 per cent of global fans will watch non-live content related to a live sports event.

    Nielsen estimates there was a 146 per cent year-over-year rise in unbundled sponsorship investment in women’s sports (UEFA, FIFA, World Rugby) compared to a 27 per cent rise in 2020. With more women’s sports being televised, there are now increased sponsorship opportunities specific to women’s sport, which means that many brands are effectively reaching consumers that weren’t previously reached through sponsorships in men’s sport.

    Among other key findings of the 2022 Nielsen Sports Report, sports sponsorships were up 107 per cent in 2021, and through an analysis of 100 sponsorships in seven markets across 20 industries, Nielsen found that they drove an average 10 per cent lift in purchase intent among the fanbase.

    Overall, Nielsen’s 2021 Trust in Advertising Study showed that 81 per cent of global respondents either completely or somewhat trust brand sponsorships at sporting events. Athletes have shown a higher potential to establish connections with fans, with 26 per cent of avid sports fans who use social media for sports news saying that athletes are a great way to connect with brands and sponsors.

    The Nielsen report reveals the new behaviours that fans have adopted during the pandemic to connect with the sports and teams they follow, whether through increased social media activity, betting, co-watching, or more. By outlining how Nielsen predicts ‘Fandom’ in 2022 will impact sports sponsorship models, content distribution, the rise of crypto, esports and women’s sports, it will help contextualise the value of sports partnerships, helping brands and sports properties predict the future value of media assets and marketing investment ROI.

    “From our work as a data-driven company and by surveying thousands of fans, it is clear to see that sports fans demand new types of content driven by innovative delivery platforms.  In turn this impacts how rights holders and brands should approach audience engagement and sponsorship outcomes,” said Nielsen Sports MD international Marco Nazzari. “With sponsorship sophistication rising, measuring effectiveness at every step is now expected by brands. Predicting ROI and sales lift will be key for sports rights holders to remain relevant and secure marketing budgets from brands going forward.”

    “As traditional and digital worlds merge, the sponsorship life cycle is now broadening, creating additional and more well-rounded monetisation opportunities. It will become vital for brands to leverage new technology and utilise digital platforms to develop fan-engagement strategies that didn’t exist before in linear broadcasting. The fan is now the catalyst for huge change,” Nazzari further said.

    The full report can be accessed here