"Publicis Groupe has launched a new sports-oriented influencer unit, Influential Sports, that draws upon the holding company's Influential creator marketing arm, Publicis Sports and its data agency, Epsilon, per a company announcement. The new unit is intended to capitalize on the deepening connection of sports and culture, connecting brands to sports-oriented creators across a variety of sporting levels, including major leagues, collegiate athletics and emerging sports."
"As sports fans look for authentic ways to tap into their interests, the creator economy has provided a welcomed outlet. Over half, 71%, of professional athletes or team fans engage in online communities, and 57% interact with creators within fandoms, according to Deloitte. Half of those fans seek out fan-created media as a way to be more connected to their passions."
Publicis Groupe launched Influential Sports, a sports-focused influencer unit leveraging Influential, Publicis Sports, and Epsilon. The unit targets creators across major leagues, collegiate athletics and emerging sports to connect brands with sports-oriented audiences. The effort aims to provide an end-to-end sports marketing approach that amplifies and measures creator and influencer content with speed and accuracy. Fan behavior data shows strong engagement with creators and fan-created media, indicating opportunities for brand reach and authenticity. Recent investments and partnerships, including acquisitions and alliances across sports marketing and data, bolster the unit's capability to drive cultural relevance into performance outcomes.
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