By Robbie Spargo As part of The Drum’s Sports Marketing Deep Dive, Robbie Spargo of digital content agency Little Dot Sport, who works with brands from The FA to Formula E, takes us through the process of understanding the reality of why people watch and follow sport and using this to bring sporting moments to life on social media. Sport produces ridiculous highs, bottomless lows, funny stories, uplifting stories, nuanced debates and social change. But where this once took place in person (for a small, lucky proportion), at arm’s length (on TV) or in the past (for those catching up via the Read full story › Source: The Drum...
Read MoreBy Sam Anderson Jake Dubbins is managing director of Media Bounty, a London-based agency he co-founded back in 2008; he’s also co-founder and co-chair at ethical ad coalition the Conscious Advertising Network. We sat down with Dubbins to talk wearing two hats, founding an agency “out of necessity,” and what sustainability could look like in an industry dependent on consumption. Jake Dubbins, co-founder of creative and media agency Media Bounty, tells The Drum that the agency was founded “out of necessity.” He means that quite literally: he and two colleagues (including Media Bounty’s now-HR director Emma Tozer) found themselves without jobs when agency EMR Read full story › Source: The Drum...
Read MoreBy Adam Britton Has sponsorship lagged behind other channels in sports marketing? Yes, says TrunkBBI’s managing director Adam Britton – but it doesn’t have to be that way. For The Drum’s Sports Marketing Deep Dive, Britton tells us where the evolving sponsorship space is headed next. As I sit in my seat at Villa Park watching my beloved Aston Villa, it’s not just Ollie Watkins’s missed opportunities that frustrate me. As a marketer, it irks me to see a vast array of sponsorships not working hard enough. It isn’t only Villa’s sponsors that are guilty of this. Not even only the Premier League. Read full story › Source: The Drum...
Read MoreBy Clifford Bloxham As part of The Drum’s Sports Marketing Deep Dive, tennis expert Clifford Bloxham of athlete representation agency Octagon asks whether the introduction of Wimbledon to the metaverse and tennis stars in Snapchat AR is enough to grow and captivate a younger crowd. The BBC reported an all-time high viewership for Wimbledon this year, with over 53.8m streams, leaving little doubt as to the appeal of this global tournament. With the age of tennis audiences averaging 61, however, interest in the game risks a downward trajectory unless attention from younger generations can pivot a Read full story › Source: The Drum...
Read MoreBy Hannah Bowler An outlier among its fellow streamers, Netflix is alone in its lack of live sports rights. As part of The Drum’s Sports Marketing Deep Dive, we look at the likelihood of it ever having skin in the game. Netflix has always taken two very firm stances: it doesn’t do ads and it doesn’t do live sports. It did of course backtrack on that first one when in April this year it admitted it would be introducing ads, so it probably wasn’t a massive shock when in June it bid for Formula 1 broadcast rights in the Read full story › Source: The Drum...
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