2022 rapport mondial sur le marketing sportif
Change is certainly nothing new, but its impact is seldom as sizable—or accelerated—as what the world has experienced over the past two years. For the sports industry, the return of fans at live events midway through 2021 was cheered by all, yet life has evolved too much during the pandemic for the sports industry to simply snap back to a mirror image of its pre-COVID self.
The tried and tested model of fandom has been challenged. As a result, fans have developed digital communities to drive connection with each other, their favorite athletes and their favorite teams. Fandom has shifted from large audiences physically together to more remote yet more engaged behavior. While ticket sales dipped, fans found new ways to build community: chatting, sharing, betting, and co-watching.
Ce rapport examine les changements intervenus dans la consommation mondiale au cours des deux dernières années et leur impact sur les modèles de parrainage sportif et la distribution de contenu.
