Tendances des sports commerciaux en 2019 : Devenir plus intelligent grâce aux données
Sports sponsorship today is characterised by high levels of competition for rights holders and brands, a rapidly expanding set of products for consumers, and increasing sophistication within sports businesses. The need for greater understanding and relevance of sports sponsorship performance is now driving global brands to use data-driven decision-making to uncover and prepare for what’s next.
The concept of data-driven decision-making has received a lot of hype and attention in recent years, arguably giving the impression of rapid, revolutionary change. In reality, however, the pace of change has been more akin to a marathon, not a sprint. It takes time for organisations to build infrastructure, hire expert staff, and integrate different data sets into their operations.
L'image ci-dessous illustre l'ampleur d'un tel changement organisationnel. Elle est basée sur un exemple réel de projet entrepris par un détenteur de droits - un organe directeur national d'un sport majeur dans un marché développé. Il donne une idée du travail nécessaire pour mettre en place l'infrastructure requise pour devenir une organisation axée sur les données. Il présente également certaines des étapes et des avantages typiques qu'un détenteur de droits peut obtenir en cours de route.
When it comes to sponsorship, brands are becoming more demanding, requiring tailored partnerships that align to their business strategies; and a more flexible, educated approach by rights holders.
These changes present challenges for rights holders in terms of cost, staff resources and management capability. They need leaders that are able to understand and manage a broader range of departments. They require more sophisticated technical infrastructure and staff that are better trained and educated.
We have seen examples where right holders’ investment in technology to improve entertainment value can produce additional benefits. By positioning themselves as innovators in areas such as new entertainment concepts, hackathons, start-up competitions and events; the investment has paid off in the form of new, compelling experiences for fans, and a way to grow interest and start a conversation among the media and sponsors.
Comment les marques peuvent gagner
- Smart use of data: This is the key lever to increase sponsorship efficiency and effectiveness. This information can help brands better understand how to engage their customers, identify who the fans of the asset they sponsor are and how they need to connect with them to activate.
- Connaissez vos fans : Approfondissez votre compréhension des sports et divertissements dont vos clients ou votre public cible sont fans.
- Engagement strategy: Understand who the fans of potential sponsorship assets are and how you need to engage with them to activate, e.g. what channels and content to use.
- Return-on-investment: Collect data points on sponsorship impact across different sets – own, partner, research, social, sales, retail, etc.
Méthodologie
L'une des tendances commerciales de Nielsen Sports pour 2019 est de devenir plus intelligent grâce aux données :
- Clutter & Complexity: increasing competition, fragmenting audiences, proliferating products and greater business sophistication
- Devenir plus intelligent grâce aux données : Les données deviennent le moteur de la prise de décision la plus intelligente dans le domaine du sport.
- Valeur divertissante : Le secteur innove et évolue pour améliorer la valeur du divertissement
- Améliorer l'expérience en direct : Les détenteurs de droits et les marques innovent pour améliorer l'expérience des fans
- Athlete Influencers: Powered by social media, athletes have become powerful sports properties in themselves
Si vous souhaitez en savoir plus sur les tendances des sports commerciaux en 2019
