{"id":6276,"date":"2021-06-29T08:52:35","date_gmt":"2021-06-29T07:52:35","guid":{"rendered":"https:\/\/www.twentyfirstgroup.com\/?p=6276"},"modified":"2022-11-21T11:43:49","modified_gmt":"2022-11-21T11:43:49","slug":"data-defining-a-new-era-of-sports-sponsorship","status":"publish","type":"post","link":"https:\/\/www.twentyfirstgroup.com\/data-defining-a-new-era-of-sports-sponsorship\/","title":{"rendered":"Data defining a new era of sports sponsorship"},"content":{"rendered":"<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-0  el_before_av_three_fifth  avia-builder-el-first  \" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-1  el_after_av_one_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><div  style='padding-bottom:10px; ' class='av-special-heading av-special-heading-h2  blockquote modern-quote  avia-builder-el-2  avia-builder-el-no-sibling  thought-leadership-heading '><div class ='av-subheading av-subheading_above  ' style='font-size:15px;'><p>Thought Leadership<\/p>\n<\/div><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >Data defining a new era of sports sponsorship<\/h2><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-3  el_after_av_three_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-4  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  av_inherit_color '  style='color:#80808a; '  itemprop=\"text\" ><h4><span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">MIN READ<\/span><\/span><\/h4>\n<\/div><\/section><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-author '   itemprop=\"text\" ><h3><strong>By Joel Birks<\/strong><\/h3>\n<hr \/>\n<h3>June 29, 2021<\/h3>\n<\/div><\/section><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-7  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-8  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><p><div  class='avia-image-container  av-styling-    avia-builder-el-9  el_before_av_textblock  avia-builder-el-first  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-7724 avia-img-lazy-loading-not-7724 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/GettyImages-1325802410-1030x686.jpg\" alt='' title='KPMG Women&#039;s PGA Championship - Final Round' height=\"686\" width=\"1030\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/GettyImages-1325802410-1030x686.jpg 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/GettyImages-1325802410-300x200.jpg 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/GettyImages-1325802410-768x511.jpg 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/GettyImages-1325802410-1536x1022.jpg 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/GettyImages-1325802410-2048x1363.jpg 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/GettyImages-1325802410-1500x998.jpg 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/GettyImages-1325802410-705x469.jpg 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/div><\/div><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><p><em>Nelly Korda, KPMG Women&#8217;s PGA Championship winner 2021.<\/em><\/p>\n<\/div><\/section><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-11  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div><div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-12  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div><\/p>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-13  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-share '   itemprop=\"text\" ><h3>Thought Leadership<\/h3>\n<p>Inspired by what you&#8217;re reading? Why not subscribe for regular insights delivered straight to your inbox.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap avia-button-left  avia-builder-el-15  el_after_av_textblock  el_before_av_textblock ' ><a href='https:\/\/www.twentyfirstgroup.com\/contact\/news-signup\/'  class='avia-button  avia-color-theme-color   avia-icon_select-no avia-size-small avia-position-left '   ><span class='avia_iconbox_title' >Subscribe<\/span><\/a><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><hr \/>\n<h3><\/h3>\n<\/div><\/section><br \/>\n<div  class='av-social-sharing-box  avia-builder-el-17  el_after_av_textblock  avia-builder-el-last  '><div class='av-share-box'><h5 class='av-share-link-description av-no-toc '>Share this story<\/h5><ul class='av-share-box-list noLightbox'><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href='https:\/\/www.facebook.com\/sharer.php?u=https:\/\/www.twentyfirstgroup.com\/data-defining-a-new-era-of-sports-sponsorship\/&#038;t=Data%20defining%20a%20new%20era%20of%20sports%20sponsorship' aria-hidden='false' data-av_icon='\ue8f3' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Facebook' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href='https:\/\/twitter.com\/share?text=Data%20defining%20a%20new%20era%20of%20sports%20sponsorship&#038;url=https:\/\/www.twentyfirstgroup.com\/?p=6276' aria-hidden='false' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Twitter' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href='https:\/\/linkedin.com\/shareArticle?mini=true&#038;title=Data%20defining%20a%20new%20era%20of%20sports%20sponsorship&#038;url=https:\/\/www.twentyfirstgroup.com\/data-defining-a-new-era-of-sports-sponsorship\/' aria-hidden='false' data-av_icon='\ue8fc' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on LinkedIn' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-18  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><b>Why data-driven storytelling will define the new era of sports sponsorship<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Athletes were brand influencers long before Instagram.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the 19<\/span><span style=\"font-weight: 400;\">th<\/span><span style=\"font-weight: 400;\"> and early 20<\/span><span style=\"font-weight: 400;\">th<\/span><span style=\"font-weight: 400;\"> centuries, tobacco companies created cards featuring footballers and baseball players. By 1936, Adidas was gifting running shoes to Jesse Owens for the Berlin Olympics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Throughout history, as sport has evolved, sponsors have had to adapt. These pioneer sponsors were game changers. Now, the game is changing again.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With consumers increasingly-able to sniff out purely &#8216;commercial&#8217; sponsorships, it isn&#8217;t enough simply to have your brand seen anymore. If you think about the beer sponsor of the FA Cup, does anyone really care if it changes from Carlsberg to Budweiser to Carling?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s getting harder and harder to keep people engaged. So brands need to get smarter in how they activate sponsorships to <\/span><i><span style=\"font-weight: 400;\">earn<\/span><\/i><span style=\"font-weight: 400;\"> the attention of the audience. They need to offer consumers something they can&#8217;t get elsewhere, and, by doing so, enhance their connection to the action they are watching.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">KPMG\u2019s activation of their title sponsor of this weekend\u2019s Women&#8217;s PGA Championship did just that, where they wanted to tell an authentic, brand-aligned story about how they\u2019re helping power the women\u2019s game and levelling the playing field for some of the world\u2019s best golfers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Women\u2019s golf does not currently have the data analytics men\u2019s golf benefits from. The \u2018KPMG Performance Insights\u2019 was therefore built to turn data into insights for the LPGA Tour. For the first time, LPGA players can access insights to remove any blindspots in their game \u2013 a luxury their male counterparts have enjoyed for as long as shot-by-shot data has been collected.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The intelligence unlocked may help them find the edge that is so often the difference between failure and victory in elite sport.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is a partnership that perfectly complements KPMG\u2019s commitment to gender equality. It positions KPMG as a forward-thinking leader demonstrably contributing to positive change in women\u2019s sport. And it gives fans, broadcasters and betting partners \u2013 as well as players \u2013 engaging insights that weren\u2019t previously available, giving them a better appreciation of the quality of sport on display.<\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-20  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-21  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-22  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><div  class='avia-image-container  av-styling-    avia-builder-el-23  avia-builder-el-no-sibling  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-6277 avia-img-lazy-loading-not-6277 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/1620148533003.jpeg\" alt='' title='1620148533003' height=\"705\" width=\"1280\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/1620148533003.jpeg 1280w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/1620148533003-300x165.jpeg 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/1620148533003-1030x567.jpeg 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/1620148533003-768x423.jpeg 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/06\/1620148533003-705x388.jpeg 705w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-24  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-25  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-26  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Similarly, Aon\u2019s activation around the <\/span><a href=\"https:\/\/www.aon.com\/partnerships\/golf.html\"><span style=\"font-weight: 400;\">Aon Risk Reward Challenge<\/span><\/a><span style=\"font-weight: 400;\"> for their sponsorship of the PGA &amp; LPGA Tour uses data intelligence to tap into the strategic decisions top players make on the course and gives the fans a reason to care.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you&#8217;re providing insight that a viewer can&#8217;t get anywhere else, you&#8217;ve got their attention. Your audience is engaged.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The challenge for sponsors in this new era is to deliver content and experiences that sport fans are genuinely interested in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some brands have already shown what&#8217;s possible when you focus on digital and data-led storytelling. For Fedex&#8217;s hugely successful partnership with Uefa, the <\/span><a href=\"https:\/\/www.uefa.com\/uefaeuro-2020\/performancezone\/#\/\"><span style=\"font-weight: 400;\">Fedex Performance Zone<\/span><\/a><span style=\"font-weight: 400;\"> has provided fans with an extra reason to focus on the Europa League, by tracking the ups and downs of its star players. The platform has since evolved and been rolled out for this month\u2019s Euro 2020 tournament, where fans can use the tournament&#8217;s app to see how their favourite players are performing, and has driven editorial content &#8211; and therefore debate &#8211; about player form running into and during in the tournament.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As brands fight for attention in an increasingly-fragmented market, data provides the storytelling at scale that helps sponsors stand out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, the most important question brands should ask themselves today is: would the fans miss us if we were gone?<\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-28  el_after_av_three_fifth  el_before_av_codeblock  column-top-margin\" style='border-radius:0px; '><\/div>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":16,"featured_media":7724,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"inline_featured_image":false,"footnotes":""},"categories":[55,33],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.0 - 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