Creative Impact Unpacked: Is Sport Incompatible with Marketing Effectiveness?

In an era of media fragmentation, only major sports events like the Super Bowl, FIFA World Cup and Olympics retain the power to attract mass global audiences. For brand marketers, the attraction is easy to understand.

The link between sports partnerships and marketing effectiveness, however, is less well understood. For decades, sports marketing has been spared the scrutiny applied to other forms of media investments.

A new generation of sponsors are levelling the playing field and finding ways to integrate sports into existing creative strategies: sport as a core component of marketing effectiveness, not an ill-fitting bolt-on.

Hear from Sephora about how it identified new audience opportunities through the rise of women’s sport, and how partnerships with properties including the WNBA and F1 Academy delivered real business returns.

• How can sports partnerships drive measurable marketing effectiveness, rather than just brand visibility?
• How can emerging opportunities - like the rise of women’s sports - help brands reach new audiences and deliver real business returns?
• What can new-to-sport brands do to ensure that partnerships fit seamlessly with existing marketing strategies?