"With the new season kicking off, how can brands seize the massive opportunity of live sports? Our new, immersive feature reveals 3 tech-powered plays to tap into sports' emotion, attention and energy - without needing a Superbowl-sized budget. From viral celebrations to unexpected upsets, nail-biting finishes to underdog victories - live sporting moments offer rare, undivided attention, emotionally charged engagement, and up to 3x higher brand performance. That's like marketing gold in today's fragmented media landscape - if brands play it right."
"Today's fans expect more than ads: they want connection, purpose and real-time participation. More than half (56%) of consumers expect a brand to respond to cultural moments within 48 hours. In a new feature from Sportradar and The Drum, we explore how marketers who show up authentically and quickly can see a 23% jump in purchase intent among new customers."
Live sporting moments produce concentrated, emotional attention that can deliver up to three times higher brand performance, turning events into high-impact marketing opportunities. Modern fans expect connection, purpose and immediate brand responses, with 56% expecting reactions within 48 hours. Brands that respond authentically and quickly can increase purchase intent by 23% among new customers. Real-time data, dynamic creative and ad tech enable brands of any size to target tentpole, micro and milestone moments selectively, democratizing access to sports marketing and allowing smaller advertisers to compete without Super Bowl budgets.
Read at The Drum
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