Christopher Carroll

Exclusive insights from sports marketing executives across 100 leading brands. 💡 Genius Sports advertising report 2024 is just that. Genius 🧠 Over the weekend I took time to digest some of the reports key findings. The study surveyed 100 marketing leaders from the likes of Nike, McDonalds, PepsiCo & Visa. The goal was to uncover the following 👇 🎯Where brands are spending their budgets this year. 🎯What are the biggest challenges faced by sports marketers. 🎯What channels present the biggest opportunities for brands. 2024 promises to offer record smashing opportunities for brands to connect with fans across the world, due to some key trends 👇 ➡Live Sports is King  ➡Deeper Live Engagement ➡Rise of Streaming  ➡Events with Global Reach  ➡Event-based Strategy Did those opportunities increase budgets? Well, Yes. 49% of marketers surveyed said their marketing budgets have increased this year. Here’s where it’s being spent 👇 ➡31% Specific Campaigns  ➡17% Sponsorships ➡11% Branding ➡10% Event Activation The Paris 2024 Olympics presents a unique global opportunity, while the NFL Super Bowl continues to set new TV viewing records. So what’s the breakdown of US sports sponsorship dollar distribution? ➡21% Olympics ➡20% NFL  ➡18% NBA ➡6% MLB ➡6% NHL  ➡5% Euro 2024 Despite budgets increasing, challenges continue to stack up when it comes to targeting sports fans? What are they? ➡Targeting the right audience ➡Measurement  ➡ROI  ➡Budget Constraints  ➡Content Production Is there a silver lining? Absolutely! The cookie phase-out gives brands the opportunity to get creative with their data acquisition. 78% of brands do not yet have a first-party data strategy for sports audiences. Here’s how it should be done 👇 ➡Prioritize Data ➡Focus on Owned Channels  ➡Contextual Advertising  ➡Sports Partnerships  ➡Data Transparency For maximum effectiveness, a well-rounded sports campaign targets fans using a broad range of channels, including 👇 ➡CTV ➡Programmatic Display & Video  ➡Extended Social Ads  ➡Power of Personalized Creative Some final, notable takeaways 🚀 💡33% said TV and streaming were the channels into which brands allocate the most budget. 💡82% said that brand awareness is a primary objective when targeting sports fans. 💡52% said that social media engagement is a key measurement of success for event sponsorships. A wonderful report for sports industry professionals and marketers. Full report linked in the comments 👇 P.S. Follow me (Chris Swadling) for more sports business content! #sportsbiz #sportsdata #sponsorships #marketing

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🔥 The Playbook: How Football Leagues Are Winning the Global Game I wrote a piece in the World Football Summit newsletter analyzing how top-tier football leagues like LALIGA, Lega Serie A, and Saudi Pro League (SPL) are winning the game of growth. Some takeaways: 👉 Think Global, Act Local: They're not just exporting games; they're planting roots with local offices. It's not about being everywhere – it's about being there, right where the fans are. 👉 Emotions - Sport’s Competitive Advantage: In a world drowning in content, only feelings cut through the noise. The smartest leagues know this: They're not selling tickets or merch; they're selling goosebumps, tears, and jump-off-your-couch moments. Why? Because while Netflix might entertain, only football can make you feel like you're part of something bigger. Sport is a powerful source of timeless memories… 👉 Every Player, Every Fan - A Story Waiting to Be Told: They zoomed in on the human elements – the struggles, the hometown heroes, the generational dreams. It's not about the goals; it's about the journey. And when fans see themselves in these stories, that's when magic happens. People buy stories, not products. 👉 Tech: The Game-Changer You Can't Ignore: Gone are the days of single-camera matches. Today's fan wants to be the director, the analyst, and the superfan all at once. More angles, more stats, more everything. It's not just about watching the game; it's about living it. And here's the kicker: The more immersed they are, the more they're willing to invest – time, emotion, and yes, money. 👉 Social Media: Your 24/7 Stadium- Your channels are prime real estate. But here's the catch – each platform is its own universe; they're tailoring content to each one. And they're not stopping at sports. They're crossing over with music, fashion, and gaming – anywhere where their fans' passions lie to amplify the funnel. Football influences culture and culture influences football. Finally: Think Long-Term - Integrate sustainability into your brand - Balance innovation with responsible growth The challenge? Leagues that ignore these could be left behind. The opportunity? There's never been a better time to build a global fanbase. Make sure you subscribe to our newsletter to stay ahead of the game! ✉ https://lnkd.in/dPuBVUBJ

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Vision & Strategy. Local2Local. Beyond Products. Practical facts. Expressed at ISPO . From: Consumers | Sustainability | Geopolitics For: Consumers | Next Present | Planet | Business

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PwC’s latest Global Sports Survey highlights both the bull and bear case for women’s sport. The pros: 85% of sports experts predict double digit growth in women’s sport. The cons: nobody has worked out the playbook to fuel that growth. Is it increased promotion (per 18% of respondents), better broadcasting (16%) or enhanced matchday experiences (13%)? That’s far from consensus on the way forward… and exactly why I think women’s sport is the most exciting opportunity in global #SportsBiz today. A chance to reimagine commercial and fan engagement strategies for a distinct / different target audience, starting from a comparatively blank canvas.

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🚀 Exciting News! 🚀 I'm thrilled to share that AXS Across Sport joins forces with the European Para Championships! It’s an incredible honor to join the team as Head of Commerce, bringing with me two decades of global sports business experience, especially within the #Olympic and #Paralympic arenas. Working with the passionate and visionary team at European Para Championships, we’re aiming to set new benchmarks in #ParaSport. 🔑 At AXS, our mission is clear: delivering tailored services that drive sustainable success. Collaborating with the European Para Championships, we are building a partnership to achieve great ambitions in Para sport. Together we combine: 🏆 Deep industry knowledge 🌐 A unique network of game-changers 🌟 A vision that’s as big as the stadium lights Our goal is to ensure that the European Para Championships are fit for purpose in a rapidly changing sponsorship and media landscape. We aim to design partnerships that resonate with brands and the next generation of fans, achieving sustainable and impactful success. As I mentioned in the official announcement: "I am excited to join the team and leverage my expertise to forge strategic partnerships, enhance media coverage, and develop our compelling brand. The world needs strong Para sport events in between the Paralympics. The European Para Championships will become the premier Para sport event in Europe, showcasing the transformative power of sport and the impact of diversity and inclusion." I look forward to working with all of you to make this vision a reality. If you're passionate about the future of Para sports or are interested in exploring how we can collaborate, I’d love to hear from you. Let’s connect and create something extraordinary together! Feel free to reach out and get in touch! #ParaSports #Partnerships #Innovation #Inclusion #AXS #EuropeanParaChampionships #SustainableSuccess

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Sports is the number one conversation happening on X Which is why the platform is in conversations with several sports leagues about producing more docuseries. X has put sport at the heart of its future strategy to drive growth and advertising revenues according to it's CEO Linda Yaccarino. The ambition comes as X seeks to win back ad dollars from brands. And they've made their intentions clear for a while now that it wants to be seen as a video platform. So, the company has been investing in long-form video as a way to increase engagement on the platform. In the hope it will lure in those ad dollars. 💰 Sports content is seen as a way to galvanize what's already authentically out there on the platform. Here's what X already has in the works 👇 ⚽ The Offseason, a six-episode docuseries about NWSL players funded by Alexis Ohanian's venture capital firm Seven Seven Six 🏀 All In: The Boston Celtics, a docuseries behind-the-scenes of the Celtics' NBA championship. 🥇 Partnering with NBCUniversal on distributing video of the Paris Olympics. P.S. Follow me (Chris Swadling) for more sports business content! #sports #sportsbiz #sportstech #streaming

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Nike’s search for its lost mojo continues. The Olympic Games is always a huge brand and business moment for The Swoosh - only the FIFA World Cup rivals the Olympics for global reach - but the stakes are unusually high this time around for Beaverton. Nike is guaranteed insider status, and the profile that comes with it, during the Paris Games; count how many times you see the Swoosh on an athlete. But it will take much more than that to re-activate the brand, hence this new global campaign, which broke on Friday. My $0.02? Not bad, but not a classic. However it did instantly remind me of a genuine Nike classic, ‘You Don’t Win Silver, You Lose Gold’, the brand’s controversial ad for the Atlanta 1996 Games - worth looking up, if you don’t know it. The DNA of that ad is clearly here too. But the mojo? Still elusive, judging by initial consumer reaction. What do you think? Hit, or miss, or somewhere in between? #Paris2024 #OlympicGames #SportsMarketing #Sponsorship

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What is the New Secret Weapon for Sports Brands? ⭐️Weekend Read ⭐️ 
Last week, we hosted a private session with over 100 sports tech founders and a leading sports media player, which shared their AI and Innovation challenges and wishlist. As the session neared its conclusion, the media leader delivered a powerful message that captured everyone’s attention: “Guys, we are committed to being the most innovative brand in our industry. For years, we’ve been trying to tap into global collective innovation - what we used to call open innovation, without sinking tons of money into big innovation hubs and programs. But now, I see a better way.  Instead of pouring resources into massive investments, I can see… - Full article in first comment Have a Fantastic weekend! HYPE Sports Innovation #sportsbusiness

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America’s No.1 sport of Football readies for its opening funding round and entry into the Women’s Sports ecosystem with the X League, here are the drivers for its investment thesis: 🏈 The momentum building behind Women's sports has never been greater. NCAA Women's Tournament Championship drew 18 million viewers (more than mens, first-time in the history), WNBA (Women's National Basketball Association) is coming off a record ratings on ESPN + funding round / National Women's Soccer League (NWSL) hauls in record $250m 💰 media rights deals - the commercial opportunity for the X League is even greater because of Football's dominance in audience and economics. 🏈 A single IP driving the entire Women's category globally from youth to professional within America's No.1 sport of Football and its built-in audience of 200m (US) with cumulative annual revenues of $25B (NCAA Division I Football + NFL). 🏈 A single-entity business model that enables our media partners, corporate partners, and investors to take ownership of the global IP vs individual clubs. The single-entity model also enables for containing costs (salary cap) and greater efficiency (limited staffing locally - centralized out of league). 🏈 Network of over 3,500 global female athletes with unprecedented digital reach and influence. 🏈 As per NFHS, there are over 15,000+ girls currently playing Flag Football across 700 high schools. These thousands of current athletes and the millions that will follow them will seek out an aspirational destination league. 🏈 Women's Football being added to 2028 Summer Olympics accelerates X League's growth plans and global participation in the sport. 🏈 Netflix announced a $5B media rights deal with WWE; in this age of rapidly ascending LIVE sports rights set accelerate with Netflix's entry, the X League will be producing 350+ LIVE games year-round across its six (6) global leagues (US, UK, Germany, Mexico, Canada, and Australia) by 2032 in addition to multiple unscripted series, podcast network, short-form digital/social, and feature films. The X League will be a media company that operates a global sports IP. 🏈 Providing NFL broadcasters an opportunity to monetize their built-in NFL audiences outside of the NFL season. Football-focused corporate partners can now invest in growing the Women's game alongside the Men's game. The X League will be aligning with globally focused investors that bring strategic capital to the table, understanding that we will have a societal and commercial impact together.  It's truly #HerTurn 🚀

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🏃‍♀️ Women’s sport is proving to be a high return asset class for sponsors who are not only promoting their brand but also creating meaningful impact: •Brand Preference: 29% of consumers have a more favorable view of brands supporting women’s sports. •Consumer Engagement: Sponsors see a higher likelihood of purchase, with a 16% increase among partners of female sports. •Youth Appeal: Women’s sports are gaining popularity, especially among younger audiences, with 44% of them preferring women’s sports over men’s. 🌟 The Middle East market is projected to grow 33% in the next 5 years. A range of dynamics are at play: •National Strategies: Significant national investments catalyze growth featuring major events like the AFC Asian Cup and FIFA World Cup, superstars like Cristiano Ronaldo, and new IP created locally. •Market Orientation: Emirates and Qatar Airways have historically deployed value globally though new IP provides improved localized opportunities. #WomensSports #MiddleEast #SportsSponsorship #MarketInfluence #PortasConsulting

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"Football needs to adapt its product-market fit to meet the expectations of younger generations who prefer 90 seconds of content over 90 minutes." I'm incredibly grateful to have had the opportunity to sit down with Roger Mitchell, a true expert in the sports industry, for the latest episode of the World Football Summit podcast. We had an amazing conversation about what the future of football could look like. Some takeaways from it include: 1. The ongoing debate of “legacy vs entertainment”: What is it that we want the future of the football industry to rely most on? There is no right or wrong answer, it is a matter of mindset… 2. Monetizing Digital Content and Direct-to-Consumer Models: Content could become a new key pillar of the sports business model. This implies taking risks that football properties are not used to taking, embracing new skills within the organization, and even considering reducing dependency on broadcasting rights. 3. Financial Sustainability: The future of football depends on being able to control costs. Years of revenue growth have been wasted because financial sustainability has not been a priority… 4. The “90 minutes vs 90 seconds”: Creating shorter, more engaging content formats to capture the attention of younger generations is a must. The key is to find “product-market” fit for the future generations of fans, not the current ones. 5. Football is an asset class with higher risk due to relegation, the difficulty of controlling wages and costs, as well as the current governance models. This one is a “can’t miss!" And make sure you buy Roger's book: "Sport's Perfect Storm" and follow him on the AYNE - are you not entertained? podcast! Available now wherever you get your podcast! #Football #SportsIndustry #Innovation #Sustainability #MediaRights #WFS #WorldFootballSummit #FutureOfFootball

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Sport for Business members gathered on Friday morning for the latest in our Smart Minds Series looking at Sustainability and Sport. It was a nice prelude to today's #EarthDay. The imperative to do something together is real. Sport understands time-limited actions. It is what we do, so let’s see what is possible. Friday's participants are, in the main, on the front line of addressing the challenges as they arrive, in every form from reporting and monitoring to persuading and budgeting, all the way to storytelling and keeping on top of regulation. This was a good safe space in which we could share the wins and not feel so overwhelmed by the apparent size of the challenge but also the necessity and the opportunity to step up in this area. Sport has an unmatched connection to how people feel and if we can drive initiatives that reduce our emissions and also nudge people towards changing their behaviour, that will be a win, in an area where if we lose we will lose big. We are now looking at ways in which Irish Sport can stay connected in this area. There will be a new feature and hub on the Sport for Business website which we will launch shortly as a gathering point for shared experience across the whole sector, and we are keen to do more as well. Thanks to Peter McKenna, Ashley Keating, Elizabeth Cribbin Ann Courtney, Aidan Byrne, Philip Quinn, Salina Janzan, Rob Pearson and Alan McMillan for their contributions and insight. https://lnkd.in/ev76Djjf

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PUMA Group has become the official apparel and footwear partner of HYROX, a global fitness racing series. This partnership aims to enhance Hyrox's reach and engagement, aligning with Puma's brand values and expanding its presence in the fitness community. Now, what could that possibly mean, long term? Here are my speculations💡 👟 Market Expansion: Puma's involvement might drive significant growth for Hyrox, potentially increasing event participation by 20-30% as more fitness enthusiasts become aware of and join the events. 🌐 Global Reach: This partnership could help Hyrox expand into new markets, leveraging Puma's global distribution network, which might see events in 10-15 new countries over the next few years. 📈 Brand Synergy: Puma's innovative products could enhance the performance and experience of Hyrox participants, possibly leading to a 15% increase in merchandise sales related to the events. How do you think this partnership will influence the fitness racing industry? #SportsBusiness #Fitness #Brand #Partnership #Expansion #Puma #Marketing

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According to a 2023 Sports Global Market Report, the world’s sports industry is projected to grow to $624 billion in 2028. A similar forecast has projected Africa’s sports industry to grow to $12 billion by 2027 while another prediction by Oliver Wyman estimates the current worth to be $12 billion, and it could reach $20 billion by 2035. While the projections on the future worth of the sports industry on the continent vary, almost all indicators point towards a massive economic growth sector. Although these figures will be less than 10% of the global industry worth, African governments and sports stakeholders must create a viable ecosystem where the spinoffs will be properly felt and equitably distributed. Developing sporting infrastructure, nurturing home-grown talents, developing merchandising policies, and having proper broadcast deals are inherent in the growth of sports in Africa. At the base of the pyramid is the development of elite talent on the continent and cognizant of this, National Basketball Association (NBA) Africa alongside Era Education will in January 2025 launch the first NBA Basketball School in Africa. The program for kids aged between 5-18 will cover on-court training, skill development, and basketball education for all skill levels. The president of the Basketball Africa League, Amadou Gallo Fall in a media outing on one of Africa’s leading Pan African media, Africanews, underscored the impact that having such a school will have on basketball’s growth and how the talent trained in this school could light up Africa’s premier basketball club tournament, the Basketball Africa League. He also expatiates on plans to further make the BAL one of the best professional leagues in the world and a significant economic growth engine in Africa. Edwin Eselem Marie-Pierre Anamba Onana Rania El Rafie Ibrahima Diedhiou video source: Africanews

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Recap of a great webinar we ran last week on how one of our best global customers is using Teamworks Hub to make his life, and that of his athletes, easier on a day to day basis. Check it out 👇

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On the back of the Multi Club Ownership report we published last year, our CEO Paul Rossi moderated a panel at the Globe Soccer DWC LLC awards in Sardinia this morning. Check out the panel with the industry leading executives below. The report can be purchased here: https://lnkd.in/ej6rJtsN #globesoccer #multiclubownership #football #investment #sportbusiness

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Our first "one day" ISC Summit will take place at Unilever house on October 3rd in London. The focus will be on Brands and Sponsorship. Thank you to the team at Unilever - Chris Barron, Willem Dinger, Celina McElevey for the collaboration and partnership and we look forward to announcing more detail in the coming weeks. More information here: https://lnkd.in/eiu2VX_p Unilever also have a multi-brand partnership with UEFA and UEFA EURO 2024 https://lnkd.in/gF4ftKnv Some of Unilever’s best-known Nutrition and Personal Care brands, from Hellmann’s and Knorr to Dove and Rexona (also known as Sure) named as Official Sponsors of UEFA EURO 2024 Sponsorship activity alongside Unilever’s key retail partners will include ticket giveaways and special experiences for football fans. UEFA EURO 2024 is expected to attract a live audience of around 5 billion people worldwide bringing people together as they watch the tournament. At the heart of tournament are the fans and athletes. Ear to the Ground who deliver campaigns and activations for many global sponsors worldwide have just launched their Maximising Athlete Partnerships: Changing the Game report. 24 pages of real insight. As Matt McKie, Director of Marketing at Manchester United eloquently puts it: "Athlete endorsements in the past were ‘I pay you a cheque and you show up for an advert’. Now we get to see inside athlete’s lives, we get to see how they’re using products and how they’re interacting with the brand. There’s a real authenticity, and if you get it right you can really impact consumers." Alex Rowlands Ste M. #ISC #sportsbiz #brands #partnerships https://lnkd.in/gJuqFufV

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🏅 The Dynamic World of Sports Business in 2024!  🏅 The intersection of sports and business continues to evolve at a rapid pace, creating exciting opportunities and challenges. Here are 3 key trends and insights shaping the sports business landscape this year: 🌍 Global Expansion: Sports leagues and franchises are expanding their reach globally. By tapping into new markets and diversifying fan bases, organizations are driving growth and increasing their global footprint. Earlier this year the National Football League (NFL) announced the anticipated opening of their Australian Academy set for September 2024. 📊 Data-Driven Decisions: Analytics is revolutionizing sports management and performance. From player stats to fan engagement metrics, data helps teams and organizations make informed decisions to enhance performance and profitability. AIQ.team has been put in the driver seat for many teams across different sports when it comes to analytically driven decisions with player selection & development. 🌱 Sustainability and Social Responsibility: The sports industry is increasingly prioritizing sustainability and community impact. From eco-friendly stadiums to social initiatives, organizations are demonstrating their commitment to positive change. For example, Formula 1 is aiming to be Net-Zero carbon by 2030. We're halfway into 2024 and we already see that trends will continue to foster innovation and drive the sports industry forward for the rest of this year! 🏆 #Linkedinsports #NFL #Formula1 #Sportsbusiness

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