Karena konsumen terus mencari lebih dari sekadar produk dan layanan, premis janji merek telah menjadi semakin penting bagi banyak strategi bisnis inti. Dan seiring dengan upaya merek-merek untuk menunjukkan janji-janji mereka masing-masing, penggemar olahraga A.S. harus menjadi audiens utama.
Selain sangat terlibat dengan konten olahraga, para penggemar olahraga juga sangat antusias dengan tujuan sosial, dengan kesejahteraan hewan dan kesetaraan kesempatan sebagai tujuan yang paling mereka pedulikan.
The concept of corporate social responsibility certainly isnโt new, but consumers and employees have elevated their expectations of brands in recent years, as many now expect companies to view doing good as a necessity rather than a marketing strategy. And in an era where authenticity is everything, the marriage of brand and purpose could not be more critical for brands looking to elevate their relationships with consumers. Notably, the 2021 Edelman Trust Barometer cites that consumers now trust businesses in the private sector more than nongovernmental organizations (NGOs), governments and the mediaโand that trust increased 2 points in the most recent study.
In the sporting world, fans believe leagues should be leaders in supporting an array of causes, many of which focus on the nationโs youths. And not only do many fans look to leagues to champion youth sport (32%) and youth education (32%), 37% of U.S. sports fans in a recent Wawasan Penggemar Nielsen study believe that brands will be better able to catch the attention of sports fans when they partner with sports leagues. And 21% believe that brand-league partnerships are a great way to support social causes.
In addition to looking to brands to deliver on quality, price and convenience, U.S. consumers expect brands to remain committed to COVID safety, even as the country eases pandemic restrictions and consumers return to many of their pre-COVID routines, such as travel and returning to the office. And sports fans place a premium on health safety, with 31% saying they consider a brandโs stance on COVID important when they are purchasing the brand, which is 16% more likely than the general public.
Saat ini, sebagian besar liga besar memiliki kemitraan dengan organisasi yang berfokus pada pemuda di negara ini. Di media sosial, NFL memimpin percakapan seputar olahraga pemuda dan pendidikan pemuda, dengan 1.331 penyebutan selama tiga bulan terakhir. Di antara penyebutan tersebut, 10% di antaranya berkaitan dengan kemitraan Old Spice dengan Big Brothers Big Sisters of America dan NFL. NASCAR bahkan menggunakan media sosial sebagai sarana utama untuk mengumumkan kemitraan barunya (April 2021) dengan Boys and Girls Club sebagai mitra komunitas pemuda resmi. Namun, merek tidak melakukan semua pekerjaan. Percakapan melonjak selama draft tahun ini, terutama sebagai hasil dari unggahan individu dari pemain NFL Travis Kelce, Spice Adams, dan Devonta Smith. Liga-liga lain yang menggunakan media sosial untuk tujuan-tujuan pemuda termasuk NBA dan MLB, masing-masing dengan 1.155 dan 730 mention.
Yang penting, seperti yang ditunjukkan oleh contoh-contoh NFL di media sosial, merek tidak sendirian di mata konsumen dalam hal memperjuangkan tujuan sosial. Dalam beberapa kasus, konsumen percaya bahwa atlet harus memimpin, seperti halnya keadilan dan kesetaraan rasial. Sebagai perbandingan, konsumen percaya bahwa tim olahraga (27%) harus memimpin dalam topik kesetaraan gender, diikuti oleh merek dan atlet profesional (keduanya di angka 26%).
Athletes have grown increasingly vocal about the causes they believe in, and this yearโs Changing Value of Sponsorship report cites that they posted more about these causes in 2020 than they did in 2019. And whatโs potentially more noteworthy, these posts generated 63% more engagement for brands than other owned social media content. Last year, 95% of athletes with more than 5 million followers on Instagram advocated for causes on social media, generating $314 million worth of media value*. Nielsen expects this to grow 4x to $1.2 billion by 2023.
The variety of causes and movements can pose challenges for brands and rights holders looking to partner where they believe they can have the biggest, most authentic impact. There are many considerations for all parties to think about as they weigh the options, but thereโs much to learn from those who are already leaning in. And when we look at the causes that are most important to fans, thereโs no surprise that racial justice, gender equality and the countryโs youth are top considerations.
CATATAN
*Nielsen Sports menghitung kesetaraan media yang disesuaikan yang memperhitungkan sifat ambient dari paparan yang dipimpin oleh sponsor. Kualitas setiap eksposur dihitung dengan Skor QI dan diterapkan pada kesetaraan media 100%.
