Sports marketing is increasingly pivotal for brands as it connects them to new markets and audiences, reinforcing credibility and loyalty through mass events.
In response to media fragmentation, brands see sports as one of the last platforms for mass audience connection, exemplified by a 9% growth in UK TV ad spend.
The retail media boom is transforming sports marketing, merging e-commerce with fan engagement to create direct paths to consumers and unlock new brand activation opportunities.
Integrating commerce strategies into sports sponsorships or athlete partnerships is essential for brands aiming to enhance ROI and deepen audience connections moving forward.
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