By John Newbold

I have real difficulty discussing the word ‘engagement’ when discussing sports marketing, as much as it is essential to the whole ball game. In recent years, the word engagement has been used interchangeably across the sports industry to mean a million different things. The vague marketing buzzword litters meetings and briefs and rarely helps anyone to zoom in on specific problems and outcomes. ‘Engagement’ typically ends up leading people down a path of vanity metrics – seeing likes, follows, RTs and impressions as end-measures of success. At the recent Sports Analytics European football conference at Manchester Etihad Stadium, alongside the Read full story ›

Source: The Drum